The popular social networking site, Facebook, has produced an exciting demographic pay per click advertising package which goes one better than Google Adwords and its rivals by giving advertisers the ability to define the type of Facebook user they wish to target.

Until now, the big disadvantage of PPC has been that you cannot exercise any tight control over who views your ads or clicks on them. The reason for this is that the ads don't appear on specific user pages. For example, an ad about motorcycles would most likely appear on a web page that is about motorcycling, but anybody can surf in - bikers and non-bikers alike - and click on your ad even if they only arrived on the page to look at the model sitting on the bike in her bikini. With Facebook PPC advertising however, you can exercise much more control over who gets to see your PPC advertisements. The demographic targeting feature of Facebook PPC ads enables advertisers to specify not just the product category but also as the specific location, age group, gender, marital status, and interests of the target group.

How focused is your PPC traffic?

So if you want to promote a dating site for unattached hetrosexual lawyers in New York, aged between 40 and 55, you could run a clearly defined campaign by using those specific criteria. When ads are as well targeted as this, copywriting becomes a much easier process. Simply stating what you have to offer will be sufficient because the ad will only be placed on the pages or newsfeeds of Facebook that meet the demographic criteria, so virtually every clickthrough will be very highly targeted.

Facebook also allows you to include a photograph with your ad. What's more, a generous hundred thirty-five characters are allowed for the main body of the ad, but the headline can only be up to 25 characters in length.

Facebook does not allow you to link your ads to affiliate sites, so make sure you direct people to a pre-sell page on your website or blog, or to a page that you can set up on Facebook.

If you have been struggling with PPC, demographic PPC advertising on Facebook is something you might like to check out.

David Hurley
Best Internet Marketing Strategies

Labels: Facebook Pay Per Click Advertising, Facebook PPC

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