In recent years, social media has become more than just an arena for reconnecting or engaging with friends—it has become a platform for strategic and targeted advertising. In order to reap the most benefits of social media advertising, relevancy is essential. Facebook has a great system for online advertising that allows you to seek out the demographic of people that will be most likely to be interested in your advertised product.
A case study by famous blogger, Jason Falls in his new book, No Bullshit Social Media illustrates the power of Facebook advertising, and how it translates into dollars earned. In 2010, Jim Olenbush, owner of Cantera Real Estate in Austin, TX, utilized multiple relevancy factors in order to target a very specific group of people who may be interested in buying homes.
At the time that Olenbush first decided to use Facebook advertising, there had been so many drug-related murders and shootings in Mexico that many affluent Mexican families were looking to move to the United States. He realized that, due to Texas’ close proximity to Mexico, it could be extremely profitable to target these affluent areas (Mexico City and Monterrey) using Facebook’s advanced filtering tools.
Olenbush said that not many people were targeting this demographic so when he spent only about $400.00 over a period of 3-4 months, he received a good amount of impressions. Although Olenbush admitted that the click-through rates were on the lower side, one person did end up using his services, and buying a $1.1 million dollar house. For an investment of $400.00, this was an extremely high return.
As I mentioned before, people don’t care about things that don’t pertain to them (as bad as that may sound). In order to catch the attention of the consumer, you need to target the right products to the right people. With Facebook’s filtered advertisements you can choose exactly who will see your advertisement, all the way down to interests located in the info area of their profiles.
How have you used Facebook filtering to target a very specific demographic for an ad campaign? Let us know!
If you need assistance implementing your Facebook campaign, or simply need help to maintain or create content on your social platforms, contact Viral Technologies and we will provide you with a FREE social media consultation. 1-855-718-4725 or email email@example.com