Targeting Like You’ve Never Targeted Before
Marketers have long praised Facebook for its granularity of targeting within the self-serve advertising platform. We’ve been able to laser target specific advertisements to distinct demographics down to age and gender, location by city, relationship status, music preference, and even users at a particular workplace. Couple this with the ability to reach fans of your current pages, users of your applications, and even members of your groups and you have the makings of a targeting party.
This level of granularity has lead some industry experts to predict that Facebook’s platform will soon be as big as Google’s AdWords.
A lofty prediction? Perhaps not. Today, with a few swift changes, the Facebook self-serve advertising platform became even more powerful. Labeled “Friends of Connections”, marketers can now expand the audience reach by targeting ads to users whose friends are already connected to a given Page, Event, Group, or Application.
Let me explain.
As a connoisseur of pizza, I am naturally a fan of Pizza Hut on Facebook. If Pizza Hut wanted to promote their Facebook Page, they could now choose to target an advertisement to all of my friends. This in turn would display ads on my friends’ pages with a short snippet saying: “Michael is a fan of this page.”
With my privacy settings as a blessing, I’m basically endorsing Pizza Hut through a paid advertisement.
What does this mean for social advertising on Facebook? Higher conversion rates, increased chatter, and yet another powerful way to take on targeting like you’ve never targeted before. The Vert team is excited about putting this into practice for its social media clients. For more information, please see our social solutions capabilities.
O, and watch out Google.
