Intentionally Excluding Half Your Audience?
February 7, 2012
Imagine you’re creating a Facebook ad targeted to professional photographers. And you don’t have ready access to the data which would allow you to target by Nikon or Canon preference. Would you still be willing to design ads that call out Canon or Nikon fans by name?
This question came to my mind after seeing this ad on my wife’s Facebook page:
Also, here’s a little context for you non-photographers out there. Nikon and Canon pretty evenly divide the market share for working photographers in the U.S., with most photographers dedicated to one platform or the other.
Think Apple vs. PC, with all the same “sidedness” and self-identification that sometimes goes along with that, but with a much more even division of marketshare.
So if you sent out that ad with the Nikon image and call to action, you’d have to do it knowing that you’d be intentionally excluding half your audience (assuming that you rent lenses for both Canon and Nikon, which this company does).
That’s why most Facebook advertisers wouldn’t pull a stunt like this: it’s counterintuitive. But that same dynamic is exactly why they should consider it!
If you create both versions of the ad — a Nikon and Canon version — and run them alternately to different segments of your list, you could leverage the identification and emotion felt towards these two brands to get a much higher reaction rate for your ad and service.
Because excluding half your audience with each ad is worth it if both ads boosted response rate, right? If the generic, non-branded ad gets a CTR of 2% and the Nikon-specific ad got 4%, who cares about those Canon photographers who didn’t respond to that ad — we’ll get ’em next week when we run the Canon version of the ad!
It’s an interesting thought experiment because targeting through messaging can often make up for whatever targeting limitations are inherent to your platform. People who advertise on mass media know this, but Facebook advertisers sometimes get so spoiled by the platform’s micro-targeting capabilities that they forget to target by message.
Consider this a reminder : )
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.