Devising Killer Facebook ads: target more than the bullseye

August 22nd, 2011

Marty Weintraub, CEO of aimClear, author of "Killer Facebook Ads"

By Allan Maurer

The current buzz says that brands should not be selling, selling, selling on Facebook, but rather, building community. While there is definitely truth to that, “We’ve sold hundreds of millions of dollars of products on Facebook,” says Marty Weintraub, CEO of the online marketing agency aimClear and author of the new book, “Killer Facebook Ads.”

His agency has managed Facebook ad campaigns generating over 10 billion impressions internationally. Client credits include MarthaStewart.com, Siemens, Second Life, Budget Direct, and other global brands.

He’s written extensively for respected Internet marketing trade publications including SearchEngineWatch, SearchEngineLand, SearchEngineRoundTable, and been quoted in many others.

The aimClear Blog (aimclearblog.com) has been cited as among the Technorati Top 10 Small Business Blogs, Cison Top Ten Social Media Blogs, PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading, and listed in the AdAge Power150.

Weintraub is one of hundreds of top Internet mavens participating in the upcoming Digital East conference in Tysons Corner, VA, Sept. 28-29. He’ll be talking about demographic targeting on Facebook, particularly targeting by occupation.

More than 20 billion Facebook impressions

Weintraub has a wealth of experience to draw upon. “We’ve been doing Facebook ads since 2007,” he says. “We’ve served more than 10 billion impressions on Facebook.”

People who say they can’t meet their goals on Facebook “have the wrong goals,” Weintraub says.

The first thing anyone who plans to buy Facebook ads should consider, he suggests, is “Understand what you get free and what you have to pay for on Facebook. That’s really important.” The site monetized its viral elements, he says.

Second, he says, “Understand who your customers are.” To do that, he says, use the Facebook Paid Advertising tool. Facebook will let you drill down to very specific sets of demographics – people 51-54 in the U.S. Midwest interested in Popular Mechanics, say.

“Use screen capture to find out who your customers are,” says Weintraub. He points out, however, that just targeting the bullseye in not enough.

Keep an open mind about other interests

Someone interested in tennis is the obvious choice if you’re selling tennis rackets. “But,” Weintraub asks, “Can I get them interested in water bottles or fuzzy wrist bands? If they’re 58-61 and live in New York, can I interest them in the New York Philharmonic subscriptions? You have to have an open mind about their other interests.”

Then, take action. “You have two options, serve them ads or chat with them,” he explains. So you’re goals will be to sell things, or to get them to like your Facebook page or provide information.

The selling itself should take advantage of the medium, Weintraub notes. If you’re trying to sell radically new MRI technology to a neurology surgeon, you don’t advertise, “Radical new MRI equipment.” Instead, “You go, ‘Because it’s so sad when children die of neurology disorders,” with a photo of a grieving parent. “The person clicks through with an emotional connection,” Weintraub says.

Then you don’t take them to a landing page that shoves a form in their grill. You take them to a story about how the equipment saved a kid’s life.

“Don’t look just for literal targeting. If you’re selling organic cereal bars, look for people into sustainable living, recyling, and the environment. If you just target for organic cereal bars, you won’t have that much success. People are too literal in association sales.”

Be likeable

Another type of association to look for is competitive, where you target positive or negative sentiment toward a competitor’s product. That’s where you sell Xooms to people who say iPads suck.

You have to provide content that actually matters to the Facebook user, he says. “You have to play, ‘Now you’ve got me right where I want you.’ But you have to talk to them respectfully. If you’re crude, you’ll turn off the Facebook user.”

Even if all you’re trying to do initially is to build a Facebook fan base, he says “You have to offer something that matters to people for them to like you. The best way for someone to like you anywhere is to be likeable.”

Join hundreds of Marketing Professionals and Internet Execs at Atlanta’s premier Digital event – Digital Summit 2012
www.digitalsummit.com

Devising Killer Facebook ads: target more than the bullseye

Related Stories: