I have written a post about Facebook Ads Workplace Targeting recently, and the post explained how you can create targeted, profitable campaigns on Facebook Ads by using the workplace targeting feature.
Today, I will share a successful Facebook Campaign which is doing a great job on workplace targeting, in this specific case, college/school targeting.
Targeting College Students & Alumni on Facebook
While I was browsing on Facebook, I saw this ad on the right, targeting my school.
The ad said “Powered by Blockbuster”. And it was enough reason for me to click and check the landing page.
When I was taken to the site, it was a brilliant, customized landing page with my school name, Texas Tech University on it.
Check out the screenshot of the landing page below:
http://www.biggameroncampus.com/ was the URL of the website for this campaign.
When you visit the homepage of http://www.biggameroncampus.com/, below is what you see (no mention of school name):
Facebook Ad Copy + Landing Page Customization = Success
Pictures tell it all, detailed explanation is not needed, but I will still explain why this is so powerful, because there are people new to internet marketing who read my blog.
The most powerful technique when using specific targeting in Facebook Ads is both ad copy customization and landing page customization.
In this specific case study, Blockbuster had a targeted ad copy with a title of “Hey Texas Tech Alums”, which was enough to grab my attention. And, when I was taken to the landing page, instead of seeing a generic one for everybody, I was shown a specific landing page for Texas Tech.
This type of customization creates profitable campaigns on Facebook, or turns your losing campaigns into profitable ones.
If I were the person who created this campaign, I would take it one step further, and create a set of images for each school. Instead of using a generic image, using images of people wearing the specific school’s jerseys would definitely grab more attention. Of course, it takes more work, but this way, the campaign would be a laser targeted one.
How to Create Laser Targeted Facebook Ads?
If you are new to Facebook Ads, and never ran a campaign before, you have to learn the basics first. Please checkout my Facebook Ads 101 Guide and learn the basics before creating your first Facebook Ad.
If you like to try a campaign similar to what Blockbuster did, you need to learn these 2 steps:
- Creating Targeted Ad Copies
- Creating Custom Landing Pages
You need to create a custom ad for each school. Also, you can multiply that by targeting, current students, and alumni, etc. Even though you can do this manually, it is so much time consuming to create ads for thousands of schools.
I personally use a tool (Firefox Plugin) called Facebook Ads Manager to automate this whole process. This is a $200 plugin (one time payment, lifetime free updates), and it’s well worth every penny I’ve spent. Because I can create thousands of Facebook Ads within minutes. It lets you split test your ad with every possible combination.
If you want to create a laser targeted Facebook Ad with split testing, you need to automate the process.
The easiest way of creating custom landing pages is using “Dynamic Keyword Insertion” on your landing page.
I won’t get into details of using dynamic keyword insertion, because I’ve found a great step by step tutorial on how to use dynamic keyword insertion.
Check that tutorial out, and shoot your questions below if you have any, I’ll be happy to help.
Facebook College Targeting is Powerful
By using the workplace targeting section in Facebook Ads, I have shown you a case study of how a school targeted Facebook Campaign is built and run.
Laser targeting your audience in Facebook is the key to profitable campaigns. Now, it’s time to get to work and create those targeted campaigns.
If you have any questions about the process, feel free to ask below at the comments, I’ll try my best to answer all the questions.
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Kirtok, Thank you very much for the landing page info.
you’re welcome.
I need help, I’m spending thousands of dollars on this software, the software is giving me lots of help but its a self help process; I don’t have any more money to throw away on enhancing my marketing strategies, can you take a look at my site and my facebook site/ ad and tell me what I could possibly do next to begin to make money?
Hashawn, which software are you talking about?
Hi I liked this concept very much