Achieving Exceptional Targeting, Reach and Results With Facebook Ads

Adam Smartschan

Partner & Chief Strategy Officer

Here at Altitude Marketing, we’ve monitored Facebook carefully over the years for opportunities for our clients, and have taken advantage of its free social features for connecting our clients with communities.

The service was slow to develop viable advertising opportunities, however, and initially lacked the powerful features agencies expect in order to manage advertising clients’ accounts.

But fortunately, the social media giant has remedied most shortcomings, and is on its way to becoming a top force in digital advertising.

As the improvements in pay-per-click Facebook Ads took shape, we recognized some tremendous opportunities for clients doing business in consumer products categories.

 Facebook Ads provide the ability to target and reach people who are in a personal-time mode, and engaged in their most valued personal interests.

Complementing this is a Facebook Ads interface that lets us select audiences by interest groups, and then further refine these with basic demographics such as gender and age, and then finally select precise geographical regions (geotarget) for campaigns. We can do all that from among more than 1 billion Facebook users per month globally.

Case Study: Olympus Consumer Audio

With these tools available to us, Altitude client Olympus, the market leader of Linear PCM music recorders, presented us with two challenges: 1) To reach potential customers for its digital music recorders from among Facebook’s members, and 2) to present those potential customers with the opportunity to win tickets to Eric Clapton’s Crossroads Guitar Festival in exchange for their email addresses and other information, compiling an opted-in database. Our final audience selection for this project included more than 70 separate groups, totaling more than 11 million people.

With multiple ad creatives in testing, we were able to quickly narrow the campaign down to a few winners that delivered significantly higher-than-average clickthrough rates, and a very healthy conversion rate (completed entry forms).

“The campaign Altitude created was an extremely effective method for reaching our very targeted audience with a message that was tailored to pique their interest and make them act,” said Michelle Ritz, associate product manager for Olympus Audio Business Group. “Fred’s expertise allowed us to quickly move forward with the most successful creative to maximize our return.”

Our second challenge for Olympus’ consumer recorder division was for its LS Rewards campaign, which ran through September and offered buyers of its LS recorders an opportunity to obtain two free tickets to any concert in the USA, or a professional photo shoot of their band. Once again, a unique blend of audience selects, combined with ads delivering outstanding performance, provided very significant and three-month reach for Olympus into an audience of more than 20 million. The campaign was such a success Olympus decided to extend the promotion through the end of this year.

The ever-improving Facebook Ads interface, and its pay-per-click ads Power Editor for agencies will enable Altitude to continue to provide our clients with cutting-edge reach within highly selected and engaged audiences via Facebook.

Adam Smartschan

Adam Smartschan heads Altitude's strategic marketing and branding efforts. An award-winning writer and editor by trade in a former life, he now specializes in data analytics, search engine optimization, digital advertising strategy, conversion rate optimization and technical integrations. He holds numerous industry certifications and is a frequent speaker on topics around B2B marketing strategy and SEO.