I started running some tests today on Facebook’s new-ish Facebook Flyers Pro program. It’s fairly new but significantly different from the normal Facebook Flyers ad system.
Facebook Flyers is similar to CPM – you pay $10 per 5000 “impressions”. Facebook Flyers Pro is cost per click, which is more like Google Adwords, where you pay for clicks as opposed to just impressions (which you can burn through at a ridiculous rate). The CPM system doesn’t do much for you unless you’re a big brand advertiser – and even then it’s questionable.
Facebook Flyers Pro (or should I say Facebook CPC) is really meant for smaller type ads – there’s a daily spending cap of $50. The advantage of the system is that it allows you to target very specific demographics. It’s even better than MSN’s demographic targeting – and probably a lot more accurate. You can choose:
- country and/or city (good for international ads)
- political view
- relationship status
- education status (with the ability to drill down further)
This is awesome targeting. Here’s an example: “You are targeting about 8,200 liberal men between 18 and 24 years old who are single in the United States who are sophomores in college and like Red Hot Chili Peppers.” It’s a marketer’s dream, assuming you have something good to market. And yes, that’s the actual number of people who fit that precise demographic. Notice that it gives you the precise number of people you’re targeting.
The type of stuff you can advertise is limited. Here are some things you’re not allowed to advertise:
- ATF (alcohol, tobacco, firearms)
- Software downloads – freeware, or shareware
- Adult friend finders or dating sites with a sexual emphasis
- Web cams or surveillance equipment (No X10)
- Web-based non-accredited colleges that offer degrees (No Devry)
- Politically religious agendas or hate stuff, or inflammatory religious content
- Political content that exploits political agendas or uses “hot button” political issues (so no FOX News?)
One thing to keep in mind is that a lot of Facebook users are there for social reasons (and are probably not in the buying mindset). So if you have something really targeted that’s not too commercial, it’s probably a good advertising channel. The jury is still out on whether it’s good for targeted affiliate marketing.
I setup a few flyers in the system and have learned a few things along the way. I already had a dating ad shut down (even though it did not have a “sexual emphasis”) so I’m assuming all dating ads are disallowed. Here was the message I got after a few minutes:
An This ad has been disabled and should not be run again on the site under any circumstance. Generally we disable an ad if it violates our Terms of Service of Advertising Guidelines. Unfortunately we cannot provide you with the specific violations that have been deemed abusive. Please review our Terms and Guidelines if you have further questions.
Anyone else have any experience with Facebook ads?