Facebook Ads

Facebook is an advertiser’s dream.  With nearly 500 million users, there is a truly amazing depth of demographic and psychographic data at their fingertips.  Mass market ads can reach more people on any given day than the Super Bowl can only once a year, and tiny niche companies can drill down to the most precise user-base.

Say your company sells Shih Tzu t-shirts.  Among 500 million users, I bet you can find a few that have joined Shih Tzu-related groups or fan clubs, posted pictures of their Shih Tzus, or discussed their Shih Tzu with friends.  And multiply that example to the niche-iest of niche markets, and you know there wi’ll still be people on facebook to advertise to.  It’s incredible.

Now I know nothing about their advertising rates or return on investment or secrets to success, but they’re probably not charging enough for this remarkable service.

Let’s take a look at some of the ads I’ve been shown the past few weeks and how well (or poorly) they’re targeted.

My profile says “engaged” so I get a lot of wedding-related ads.  These are two of the best.  Do non-millionaire, non-celebrity people get prenups?  I never knew.  Or perhaps this company is just trying to expand their clientele.

I also love the Groomsmen bobbleheads.  What an awesome business!  And gotta love the coupon code thrown in to seal the deal.

Data Used: “Engaged” relationship status, California location, interest in baseball?

Good thing this guy can set me straight about who the fake real estate gurus are.  That’s honestly a big concern of mine.  Is that a Bentley or a Chrysler 300?  Why put a picture of a car instead of a picture of a house or something else “real-estate” related?

And the Oakland Bucket List.  I get enough email already, and don’t really want to drive to Oakland.  Is that a famous haunted house in Oakland, or just some stock photo?

Data Used: California (East Bay) location, interest in business / real estate.

There’s an FBI degree?  Is it like an MBA?  I am intrigued by the SWAT-team looking guys in the picture, but I’m definitely not cut out for that kind of work.

I’ve never played Mafia Wars.  And this ad doesn’t really make me want to either.  Call me lame, but virtually “robbing, stealing, and putting contracts out on my friends” doesn’t seem like that much fun.  And aren’t robbing and stealing the same thing?  There’s probably some subtle Mafia difference I’m not aware of.

Data Used:  Non-foreign sounding name (probably have to be a US Citizen to qualify for the FBI), no job info listed (I might be interested in a career change and or wasting time with Mafia Wars), how I like 24.

Here we go: A’s Beerfest!  I would totally go to this if I wasn’t going to be Seattle this weekend.

And more wedding stuff.  Not sure what this dinner is all about.  They win some prize for over-use of adjectives though.  Exclusive, Sunset, Evening, Perfect, Dream.  Sounds romantic.  Alas, our venue has already been chosen.

Data Used: Relationship status, proximity to Oakland, love of beer.

Get Wedding Registry advice from the people who know you best — your friends at Target.  What’s interesting about this ad is there is no mention of Target, only their familiar bullseye logo.  In fact, I could be making a false assumption that Club Wedd has any relation to Target.

Is it required to register?  Haven’t done that yet.

I’m kind of curious why I was served this ad for Official Boy Scout Knives.  Some time ago I had joined some Eagle Scout group but I don’t see that on my profile anymore.  And they should know by my age I’m too old to be in scouts.  Or maybe they know I’m too old to be in scouts, but figure I might still appreciate a Sarge Quality Knife.  Unfortunately don’t get to do much woodcarving or whittling these days.

Data Used: Relationship status, possible Eagle scout affiliation.

A paid research study on beer?  Where do I sign up!  Unfortunately I was unable to attend due to a scheduling conflict.

The ad for VA Home Loans is poorly targeted.  I’ve never served in the military, and am already (unfortunately) a homeowner.  Not sure why I got this one.

Data Used: Proximity to San Francisco, love of beer.

Bored.  They got that right at least.  But still not bored enough to play Mafia Wars.

I get surprisingly few political ads, given the primary elections we have coming up.  I learned an interesting thing about Prop 16 though.  It is entirely sponsored and funded by PG&E, to the tune of $30 million so far.  Methinks if a near-monopoly utility company finds it worthwhile to spend that kind of money, and brand their campaign the “Taxpayers Right to Vote,” there may be something sinister and self-interested going on.

Data Used:  California location, and Boredom… how’d they know?  Multiple log-ins in a certain window of time?

I also “like” how the ads all come with their own “Like” button.  Whether you like an ad or not doesn’t matter, it’s whether it works.  The ad that is the most liked might not be the most effective, and vice versa.

Start paying attention to the ads you see in Facebook and I think you’ll be entertained.

-Nick

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Tags: facebook, marketing