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Keeping the integrity of your community should be more important than it's size. Photo credits: Telegraph.co.uk

nutshell

Facebook is testing a new targeting option to reach users ‘more likely’ to complete a certain action. In essence, it allows advertisers to target conversions, rather than users. But these actions are only a measurement of success, and shouldn’t be confused with the actual purpose of the campaign.

 

background

At the moment, many advertisers run advertising campaigns on Facebook with the purpose of growing their community through gaining more likes on their page. In most cases they’ll have a target Cost Per Like they’re willing to pay and will regularly optimise their bids to make sure they’re meeting their target cost for each like they’re driving.

 

how it works

Facebook are now trialling a new targeting feature, that will flag users who regularly like pages and install apps as being priority users and more valuable. The important point here is that they aren’t necessarily more interested in you, there’s just more chance that they’ll like your page.

 

pros

It reminds me of how a display network works; the same ad impression can have a different value for each advertiser eligible to be shown, so why shouldn’t this be taken into account when selecting the advertiser? What’s the point of showing an ad for a new app to a user who refuses to install them? This change will drive greater efficiency overnight in an ad platform that is currently completely missing it’s potential. It’s another layer of evaluation that can be added to each ad impression.

 

cons

Could advertisers begin chasing the Like-happy users of Facebook, regardless of their actual relevance to the product? Could the integrity of a page’s community be jeopardised by an influx of vacuous likes? Even worse, the extra competition from advertisers chasing these users could push up ad spends disproportionately, meaning a large bill for filling your page’s community with uninterested prolific-clickers.

 

final word

If the goal of your advertising campaign is purely to drive likes or app installs, then targeting users who regularly complete these actions is sound advice. But if you’re using your PPC budget as a catalyst to help grow a quality community, then this can only come from understanding your target audience and reaching all of them. Who knows, your most valuable followers might not like any other pages but yours!

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