Facebook PPC Tips – How To Target by Employer

We’re talking about employer targeting with your Facebook PPC ads. Facebook offers a lot of options for targeting your ads and the demographics of where your ad will be showing.

Today, we’re going to talk about targeting by employer. This is a very interesting option and is not going to apply to all of you. However, it is an option that is out there. I want to make you aware of it.

The average Facebook user is not used to a personalized ad. They’re used to just generic ads on Google or on websites that don’t really speak to them. When you target by their employer or by their work place, it eliminates banner blindness. All of a sudden, you’ve grabbed their attention in the sidebar with your Facebook ad. It speaks directly to them.

If you can create a Facebook ad that speaks directly to your customer, you’re going to provide a point of connection between you and them. This will dramatically improve your click through rate. An example of what I am talking about is creating an ad for people who solely work for IBM. You create an ad for only employees of IBM and write in your ad that this is related somehow for only people who work for that company.

How do you get started with something like this? The first step is to brainstorm. Think about where you work. Where do your family members work? I would start writing this down. Grab a piece of paper and write down all the big and small companies where people you know go to work.

What kinds of people work there? Sometimes, if it’s a tech company or a software development company, there are going to be all different kinds of people that work in those organizations.

Teachers work for schools. Developers work for tech companies. What kinds of people are working there? What big companies do your friends work for? Some of the big companies all over America have a wide variety of employees, but you can target them directly in their ads. What do these people enjoy? What do they buy? What activities do they participate in? What hobbies might they have?

If you start by thinking about people at your work place alone, I’m sure you can make a big list of some of the things that they have in common. Do they need anything from their work? Do they need any particular tools, software or products for their work? These are all things that you can brainstorm. I recommend that you grab a piece of paper and write it all down.

You are going to need to be creative for this to work. It is not a straightforward ad strategy where you just say a feature, a benefit and a call to action. This is something that is a little bit more creative. It’s going to require you to think outside the square. Who are these people? What do they do all day? Imagine you are that person. What is it that you want? Find a way to make your ad speak directly to them.

The next step is to do some research. I’ve always stuck with this same thing. Search in Google for the top US employers or the top employers in your country. Find out who they are and investigate them. Look into it and see if they are good employers or bad employers. What concerns or issues do the employees have who work for them?

What offer can you find to match their interests? Is there some way that your product or your service could be tailored to apply directly to employees of that company?

This has given you something to think about. You are going to need to do some brainstorming, use some creativity and do some research. I am sure that when you get to writing, you are going to find some ways to use Facebook PPC and employer targeting for your business.

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