Digital Marketing

Using Facebook to Reach Passive Shoppers

By November 12, 2010 No Comments

Here at Callis, we manage online pay-per-click (PPC) marketing campaigns for many clients. Over the years, Google has been a staple in most of these campaigns.  But from time to time, the nature of a product or service can make it difficult to obtain a quantity of quality, cost-effective leads via Google. In those cases, a well-designed, well-managed Facebook Ad campaign may be just what the doctor ordered.

Google ads are normally most effective given a large customer base that relies on Google to locate a product or service. A quick example: we can safely assume that this holiday season, a significant number of people will use Google to search for tools or accessories to help them hang outdoor Christmas lights on their home. So, if you are selling this type of product online, a Google PPC ad (to be shown when someone does a search such as “outdoor Christmas lights”) might make very good sense.

But what if we’re selling an outdoor light scene composed of Peanuts characters like Snoopy or Charlie Brown? While a few people may do a Google search for a light-up Snoopy yard display, that number is probably quite small. It’s far more likely that the person who might actually have in interest in your product will never do a Google search for it. Their interest is passive, not active.

How can you reach that person? One tool we use to reach this type of target customer is Facebook. We can target ads to Facebook users who are fans of the Peanuts gang, for example…or even Peppermint Patty. By targeting just a few key words like Snoopy, Peanuts, and Charlie Brown, you can use Facebook to reach 300,000+ Peanuts fans in the US alone. In a nutshell (no “Peanuts” pun intended), that’s the opportunity that Facebook presents: over 130 million users in the US creates a large marketplace of potential customers, each of whom has tagged themselves with their own interest, which means that they will see ads that are relevant and interesting to them.

Now let’s consider that you’re not selling a national product, but a local service.  Again, Facebook shines in this situation. If you’re offering an outdoor holiday light hanging service, the likelihood of being found on Google by a potential client is practically zero. Again, these are passive shoppers. They may not have considered paying for lights to be hung, much less searching for the service online. But with 60% of online adults using Facebook, you’ll have a great possibility of reaching many of your potential customers with a geographically targeted Facebook ad.

So when you need broad regional coverage, or want to market an impulse purchase type product to an interest group, don’t overlook Facebook. With well-conceived copy and graphics, a closely managed Facebook Ad campaign can put you in front of your target customers.

Author Chris Young

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