Last month we wrote a piece about Facebook improving their targeting game and then we got to work for some of our clients, looking to hit hard in the final month of the year. We have seen some really nice results early on.
One brand in particular, is our client Birdie’s Slippers. They are a new fashion brand, without a big budget and only sell through one channel, E-commerce. Every dollar is super important at their stage in their life cycle, and they don’t have enough marketing dollars to get into the Google AdWords game. Facebook marketing is their only allocated spend and they were looking to really glean as much value out of that campaign as humanly possible.
We started targeting people who engaged with their page over the past 30 days and here you can see we spent $17.36 and earned $336, using this technique on just one piece of creative.
We have done a great job with their content this year, and through collaborations, page post engagements and empowered word of mouth, they have a highly engaged fan page. Even though their fan base is still relatively small, they are engaged and interested which is much more important than total fan count.
Here we took a fun and attention grabbing post and then targeted that audience with a moderate spend. We know this group had already engaged with the brand so there was some familiarity and we then deployed this new targeting technique to move them further down the sales funnel.
Marketers have a real winner on their hands here and they should get involved right away. Brands (and other “traditional” digital agencies) seem to always be looking to pick holes in the Facebook Ads game, which is just insanity. This year, do the opposite – and win!