Facebook have recently added a new way of targeting people to become a fan of your Facebook page. This is called “Friends of Connection” targeting. It means that you can create an ad that will only be displayed for Facebook users who are friends of existing fans of your page.
We have approximately 380 fans currently on the PuddleDucks fan page. Last week, I wrote a new Facebook ad requesting more users to join our page. This is tied in with our current Facebook contest called “Name the Ducks“. This is what the ad looks like:
When setting up the ad, you now see additional criteria when selecting the ad targeting. This allows you to only show the ad to friends of the current fans of your page (as longs as you are the Admin of the page).
As well as the Friends of Connection targeting I have also filtered on our usual demographic criteria of Female and ages 28 to 45. This gives us a potential display base for the new ad of 7,120 people.
When the ad is displayed to these people, it will also be personalised. For example, say Mary Murphy is a fan of PuddleDucks. When the ad is displayed to Mary’s friends it will say “Mary Murphy is a fan of PuddleDucks” with a “Become a Fan” prompt below.
As with all Facebook ads to get more fans to your page, you can see the stats for the number of times the ad is clicked as well as the number of new fans you get from the ad (called “Actions”).
In the stats above you can see that we’ve had 8 new fans joined as a result of the ad at a cost of almost $5. The Click through Rate is 0.11% which is low but from my experience quite reasonable for Facebook ads. Overall, an interesting and useful addition to the functionality and performance of Facebook ads.