Facebook’s targeted advert functionality provide a means of displaying specific adverts to highly targeted segments of the social network.
Your ads will then display on the pages of members who meet your targeting criteria, and if clicked will then incur you a cost which you have set when you setup the advert.
Key benefits
- Reach over 175,000,000 active Facebook users
- Attach social actions to your adverts to increase relevance
- Quickly create image and text-based ads
- Precisely target by age, gender, location and more
- Choose to pay per click (CPC) or impression (CPM)
- Track your progress with real-time reporting
- Gain insight about who’s clicking on your advert
- Make modifications to maximise your results
- Attract quality (unlike a print avert which is typically very untargeted)
- Incur costs only when relevant individuals click your ad
- Control your spend, allowing you to manage this aspect of your recruitment advertising budget
- Turn ON/OFF – at key points within the recruitment process lifecycle
Getting started
To get started with the service one would need to access the Facebook Advertising page on Facebook.
You will need to have the following in place in order to create an advert:
Link – Decide whether you want to advertise your own web page or something on Facebook like a Page, Application, Group or Event.
Advert message – Write clear, targeted adverts with concise text that speak directly to the audience you will reach. The title can have up to 25 characters, and the body can have up to 135 characters.
Photo – Put an attractive and relevant image in your advert that is appropriate for the product or service being advertised. Image will be resized to fit in a 110px wide by 80px high box.
Once you have all this information in place, you will need to start configuring your advert.
Step 1: Design Your Advert – using the above criteria that you have gathered
Step 2: Targeting – Set your key targeting segments
Target your audience by:
* Location
* Age
* Gender
* Keywords
* Education
* Workplace
* Relationship Status
* Relationship interests
* Languages
Step 3: Define campaigns and pricing – Specify and name campaigns for specific adverts (could be broken down by specific skill targets)
Step 4: Review your advert and release – Make sure you are happy with the advert as it will be displayed on Facebook
Step 5: Manage response and metrics – Make sure your advert is being seen, and track and continously optimise your advert to ensure maximum exposure
Great thing about Facebook adverts is the fact that it allows you to display your recruitment adverts to only targetted skills – ensuring that you:
1. Attract quality (unlike a print avert which is typically very untargetted)
2. Incur costs only when relevant individuals click your ad
Overall, this service is extremley powerful and should be embraced as one part of an holistic campaign incorporating other online advertising tools to ensure maximum exposure, clickthroughs and ultimately registrations through to your talent pool.
