I tried to find this answer on Facebook, but it’s not there. and there’s no way to ask them a question? (Aarrgghhhh.)
Anyway, my question is: is there a way to buy an ad on facebook and have it appear on only one facebook page? Like the Apple Computer page, or the Rolex page?
Thanks.
No. You target people’s interests, and the ads follow the people, so although you can’t target the Rolex page, you can target people who like Rolex.
You can’t even restrict your ads from running on Facebook games, let alone target a specific page.
However, it is powerful to target people in a certain demographic who have an affinity for a particuar product or topic.
Yeah, that’s what I was afraid of. I don’t see why they would restrict you from advertising on just one page. The greater efficiency in reaching who you want would make each click more valuable and they could charge more per click.
I actually think it’s done intentionally so your competitors can’t target your page.
In a similar way, you can only target people who like your page. In other words, let’s say I own the Rolex Facebook page. I can write an ad, and target it so that it appears visible to people that like my page (but the ad would follow the user - it wouldn’t necessarily just appear on the Rolex page). I can even target people that are friends of people that like the Rolex page. That way, when I see the Rolex ad, I’ll see that one of my friends “likes” it and as a result I’m more likely to click on it.
But, you as the Timex watch page owner, can’t do the same thing. You can’t target users that like the Rolex page, because you aren’t the page owner. On the other hand even though you can’t target people that like the Rolex page, you can target people who have “Rolex” as a like or interest on their profile.
The whole targeting “who people are” is a mind shift from buying Adwords ads where you target a keyword, or buying an ad on site(s) on the Google Display network.
Interesting. So, let’s say I have a new band that works with Rolex watches only, and I wanted (ideally) to advertise just on that page, I can’t do that. So, in your opinion, what would be the next best strategy?
What I would do, is have the ad target people who have “Rolex” and “Rolex Watches” and “Rolex Submariner”, etc. as a like or interest.
I know Rolex is a fictitious example, but using that example, FB says that there are about 13,000 people who would get targeted in the US and Canada. I think most of those are because they “liked” an unofficial Rolex page, which because of the number of fans, you can target that as a Like.
You can refine the 13,000 number by specifying the age range that you want targeted (maybe not target teenagers who admire Rolex watches but may not own one), maybe target a specific gender, maybe target college grads to help ensure you’re reaching the right income, etc. When I target college grads, I get down to 4,200 people. If you sell these in a store, you’ll want to limit the geography as well.
I’d then write an ad with an eye-catching photo, where the copy implies you’re a mind reader, and gets their attention. A question is always good. Something similar to:
Do you admire Rolex Watches?
Wear a distinctive band that blah blah blah… Click ‘Like’ if you love Rolex.
You’ll get higher conversion if when the ad is clicked they get to a facebook page for your watch bands vs. your web site. Also, if you have a FB page, and they click ‘Like’, they will see your status updates, so you can gain their trust over time. Maybe make a sale down the line if you don’t make one right away. The key though, is to put interesting content in your FB Updates (maybe special offers), not just make it spam for the watch bands.