Facebook Ads Workplace Targeting
Targeting Facebook Ads to Company Workplace
When implementing targeting parameters on Facebook Ads, most advertisers rely on a limited set of options familiar to them from traditional marketing, such as “age,” “gender,” or “location.” (Seasoned search marketers will also use “Likes & Interests” as a proxy for SEM keywords.) Many others options, like “College or University” and “Alma Mater,” seem too limited to be of much use. However, there are numerous ways that advertisers can take advantage of these less-frequently used targets. In particular, workplace targeting offers a number of opportunities for both specialists in certain relevant industries, and general marketers.
The “Workplaces” option falls between “Education” and “Relationships” in the Facebook Ads interface. It is a free-form field that allows you to directly enter a company name. Be careful. Because there is no validation or limiting of options on this field, small spelling errors can severely limit the reach of your ads: thousands of users will see an ad targeted at “Microsoft” employees, but only a handful (if any) will see one targeted to “Microsoft.” A quick way to confirm your entry is to glance over at Facebook’s traffic estimate. If it seems unreasonably low for your ad, double-check the company name that you’ve entered.
Two industries for whom workplace targeting with Facebook Ads can be especially useful are B2B and headhunters/recruiters.
Workplace Targeting for B2B
If you are a provider of a B2B product or service, workplace targeting can be a very useful tool for you. For instance, B2B providers looking to sell their products to a specific company can place ads that appear to all employees of that company, provided that they’re users of Facebook. (This is likely to be a very high percentage, particularly in technical industries.) Numerous companies often compete for contracts at the same time. Improve your offer’s profile at the target company with highly-relevant ads.
More broadly, this option can be used to target industry verticals. In this case, simply enter the names of the top companies in a vertical you’d like to target. This will give your ads much broader reach than ads targeted at a small handful of workplaces, while allowing you to define a “vertical” with much more specificity than traditional offers allow.
Workplace Targeting for Recruiting
Headhunters and recruiters often target individuals at one company or set of company in order to draw them to another. This usually takes hours of time on the phone, and often results in angry (or embarrassed) potential clients rushing off a phone call they can’t take at work. With Facebook, you can do exactly the same thing in far less time, and far more discreetly. Simply target your ad to the relevant company or companies, and clearly and succinctly describe what you have to offer as an alternative.
Workplace Targeting for General Campaigns
The examples above are relevant to a specific subset of Facebook advertisers. However, there are ways that all advertisers can use workplace targeting on Facebook Ads. The key to understanding how this technique is provided by an insight recently made on the affiliate marketing blog “Internet Marketing with Kirtok”: “The Average Internet User is NOT used to Personalized Ads.”
Imagine an average user of Facebook – not a power user or an advertising professional – seeing an ad like this: “25% off lunch delivery orders for ACME Employees.” Now, this does not mean that you have to limit your offer to employees at a single company; it simply means that employees at that company will think that your offer was created especially for them. This is a powerful way to communicate relevance and make a direct connection. Try it with your next campaign, and see how well your ads convert from customers at the companies you targeted.