We have all noticed the recent explosion in Facebook advertising. It’s all the rage for manufacturers of dental implants to manufacturers of marriages. If you need a primer why not read our previous posts?
Of course nonprofits are using it too – to recruit, to solicit donations and to campaign.
Our feeling on its worth are mixed – it’s fun to put one’s marketing intuition to the test, create an ad and monitor click through rates and costs per action. It’s cool to change an element of an ad – the audience’s gender or interests and see how that impacts on results. All those columns of numbers and staring at screens is akin to daytrading which was very big a decade or so ago but is little discussed nowadays but we digress…
That said, we’re yet to see even our most pleasing Facebook advertising performances turn into business.
Perhaps Facebook casts the net too broadly. Why serve an ad up to stranger (no matter how precisely targeted) when you could have your Facebook ad appear on the Facebook page of people who have recently visited your website? This is exactly what re-targeting allows you to do.
Thanks to a cookie, Facebook will identify individuals who visit your website and later serve them up your ad when they next log on to Facebook.
The ad may be designed to refer to the fact that the recipient has recently visited you or not.
You can be even cleverer serving up very specific ads that appear to people who have visited very specific pages on your site. Eg: serve up a Facebook ad to people who have visited your donation page but left without donating with the aim of extracting that lost donation. Muse on the possibilities dear Citizens!
Let’s say you offer accredited Certificate IV courses in animal management for people seeking to work in veterinary surgeries. You could target people who visited the page of your website offering information on that course without making an enquiry with an ad featuring a cute dachshund with the headline:
“Still want to work with animals? Good. Check out our course.”
Think of your Facebook ad meeting people a cocktail party. Re-targeting takes your Facebook ad from “Hello, nice to meet you.” to “Imagine bumping into you here!”
Here are some re-targeted Facebook ads that have been appearing on our screens here at Hootville.
The two highlighted posts are re-targeting Brett after he visited their websites. The cunning devils!
Virgin Australia excelled itself by placing an ad on Brett’s Facebook page showing the specific dates and destination that he recently searched. Big brother? Big deal – it’s a big opportunity for you.
We’d be interested in your experiences – anyone turn Facebook advertising – re-targeted or not – into stellar results?