15 Jul 2009

Target Facebook users on their birthdays!

7 Comments affiliate marketing, facebook marketing and advertising, promoting yourself, search engine marketing conferences

Facebook keeps releasing new features to their self-serve PPC platform. It feels like Google from 2003– are you keeping up?

Did you see that you can target people on their birthdays, in addition to your existing fans, as well as being able to select multiple countries?happy_birthday_cake

  • If you’re selling gifts of any type– this is your chance to do something.  Cards, flowers, T-shirts, silly items… Doesn’t even have to be birthday related– you could even promote a little cosmetic surgery to older women– Imagine this ad:FacebookAd
  • If you’re a brand, you can pay to hit your fans when they’re elsewhere on Facebook– think Generic_Cola_Cans_1980sof this like the old days of Paid Inclusion on Yahoo! or perhaps like today’s brand bidding.  The point is there is some level of cannibalization to pay for people that you already “have” as fans.  Yet if this drives incremental traffic, you can price in that overlap to make sure it backs out.  And if you have less than 100 fans, who cares.  But if you’re a brand like WWE and have over 250,000 fans, it would be a great way to drive marginal revenue. Now it’s too bad you can’t target OTHER people’s brands and fan pages.  That would be like Coke bidding on Pepsi.  What would you pay to be able to target your competitors?  Oh, wait– I forgot.  You can do that all day long on PPC.
  • pimp-c-715217If you just want to be a pimp: Some people just don’t have a good reason to market.  But maybe if you get to 100 fans on your page, you can then register your page’s vanity url here.  Even if you have no fans to start with, if you’re paying 30 cents a fan, it’s only $30 to get to 100 fans, and then you can grab a name like facebook.com/toiletpaper or whatever you fancy. Many generic names are still free.

If you’re making profits via these new tactics, however small, it’s time to scale them up. If you are a non-spammy growing_070813advertiser, then I welcome you to sign up for our automated Facebook ad posting platform, which automatically multiples variations of ad creatives and landing pages, then reports back with the best performers.  If you’re selling weight loss, get rich quick scams (also euphemistically called “BizOpps”) or products that auto-renew at insane rates (called “negative option”), then don’t bother, since your ads won’t get approved by us or by Facebook.

But maybe you’re a stay at home dad filming how to home school videos or perhaps reviewing top 10 kids movies, in preparation for the upcoming Christmas shopping season.  Don’t laugh– if you’re an affiliate and you aren’t starting now, you’re late to the game.  Then it makes sense to start promoting your wares.

I’m presenting on Facebook advertising at Affiliate Summit East in 2 weeks, and again, at HostingCon 2 days later.  Come join me!

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written by
Facebook data and ads geek relentless in measuring real ROI. Chief Technical Officer of BlitzMetrics. Google+
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7 Responses to “Target Facebook users on their birthdays!”

  1. Reply Jimmy Tang says:

    Hey Dennis, good post. The sign up for the Facebook Ads looks weird. Is it working correctly? Why does it say radio buttons and checkboxes?

  2. Reply MrSmith says:

    Just saying hats off to you Mr Lu. It’s really interesting to have someone with such an understanding of online marketing share some of their experiences with newbs like myself.

  3. Reply Hitting the “Boost” Button is the Crack of Facebook Marketing says:

    [...] B2C guys can also use custom audiences (your email list matched to Facebook), partner targeting (their offline actual shopping behavior), and all manner of targeting. [...]

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