Status Update: My Self-Esteem Just Plummeted Thanks to Your Poorly Targeted Ads

Anyone with a Facebook account has probably noticed the influx of ads on their status page in recent months. Often bizarre, amateurish or unintentionally humorous, these odd ads are the butt of many jokes from my friends and I. It goes without saying that ads that aren’t properly targeted waste the advertiser’s money, and my screen space. The brand comes off as spam; ignored at best and actively disliked at worst. The brand experience a company should avoid at all costs though, is actively insulting the users they are trying to target. This happens to me on a regular basis.

My least favorite Facebook ad flubs:

• I finally had to remove my relationship status from my page because I couldn’t handle all the dating ads Facebook sent my way. “Did he leave you?”, the ad asks, sad-faced girl and broken-heart staring right at me (judging me!).
• Additionally, I truly hope that the high number of weight loss/laser hair removal/teeth whitener ads I see has to do with the fact that I am female, and not because Facebook is making a judgment about my appearance from all those photos I am tagged in.
• Speaking of appearance judgements, I have yet to need a plastic surgeon based out of Utah, but thanks for the daily recommendations, Facebook! I will definitely keep that in mind next time I am in Salt Lake City.

However, sometimes I see an ad that does apply to me, and I click without even thinking about it. This is what advertisers pay for. It could be an ad for a band I like, a new Portland clothing store or restaurant I might be interested in, or a site with the new Twilight trailer that I must check out AT THIS VERY SECOND OMG OMG OMG.

It is these moments that makes this hyper-targeted advertising worth every penny, especially if what is waiting on the other side of that ad results in a conversion of some kind on my part.

With intelligent targeting and optimization, a company advertising through Facebook can be sure that they aren’t wasting money on people who aren’t going to be interested in their product or service.

Having just helped plan and execute a successful Facebook campaign for a Pop Art client, I know firsthand how many hours go into a successful advertising effort, and just how valuable highly-targeted results can be.

The key is to not neglect these steps when using Facebook. While it tends to be much cheaper than traditional, online display, or even cost-per-click advertising, this does not mean the amount of planning and attention devoted to a Facebook campaign should be any less. In fact, with such a rich array of variables on which you can bid, planning, targeting, optimizing and testing should be a part of even the smallest campaigns.  

Unfortunately, if the amount of off-target ads/verbal abuse I receive on my Facebook homepage on a daily basis are any sign, I suspect that many advertisers are not taking the time to think out or properly target their campaigns. Ignoring the important targeting and planning in the beginning, and focused optimization throughout, is almost a guarantee that the campaign will end up targeting all the wrong people, or worse, insulting those you are trying to reach.

Treat your Facebook ads with the effort and attention you would traditional online banner ads, and your results will be endlessly more valuable. And hopefully, this will mean fewer ads for Utah Breast Augmentation for us all.