Targeting Facebook Creativity

Marty Weintraub, President, aimClear

@aimClear

aimclearblog.com/sesny.zip

Targeting Creativity

• What Personal Traits?

• Who’s Professional Characteristics?

• Which Radically Private Predilections

• Concept Transcends Facebook

• Inspired By Bottomless Personalities

Literal, Competitive & Aggressive

• How Far Are You Willing to Go?

• Climb Inside Users’ Psyche

• Sugar Cereal Coupons To Pot Smokers?

• Bali Vacations to Upper Crust Homosexuals?

• Or Vanilla? Tennis Rackets to Tennis Players?

“lit·er·al”

• Definition: “adhering to fact or to the ordinary construction or primary meaning of a term or expression.”

Literal Targeting: Very Safe Ethically/Legally

• Vanilla of Facebook Ads• Tight Semantic Relationship• Knitting Needles Woman Who Like Knitting• Segment Includes KW in Product Title• Good News: Can Be Focused Like Search• Bad News: Literal Relationships Don’t Always Exist

Literal Targeting

• Hockey Sticks to Hockey Players

• Jonas Brothers to 13 YO Girls

“com·pe·ti·tion”

Wikipedia defines competition as when,

“Two or more parties strive for a goal, which cannot be shared.”

Thousands of Vulnerable Brands

Thousands of Vulnerable Brands

Thousands of Vulnerable Brands

Thousands of Vulnerable Brands

Get Inside Customers’ Head!

• Qualifiers, Luxury, Gender, Age, Geo, Etc…

Negative Competitors’ Sentiment

• Powerful Leads, Unsatisfied Consumers

• Could Be Susceptible to Alternatives

• “sucks,” “suck,” “hate,” “terrible,”

• “horrible,” “f_cuk,” “f_cked,”

Expletive

Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”

Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”

Be Careful. Be Very Careful.

• Backlash of [Brand] Lovers

• [Brand] Might Sue

• Follow The Laws Of Jurisdictions ® © ™

• Guided By What You’d Do (Or Not) In Public

Non Branded Dislikes

General Disdain = Powerful Motivation

Aggressive Targeting

• Markets To Deep Personal Predilections

• Awesome Opportunity Or Unfair Advantage

• So Many Flavors of Extreme People

Market to Classic Human Traits

• “Love Junkie, “ Love Addict”

• “He’s blinded by [keyword]”

• “She Feeds On His Insecurity”

• “Slave to [something]”

Conflict & Violence

14,600 Facebook Users Like “Killing Terrorists,” “Probation Workers” &

Like “If Killing Was Legal

7,220 Are 13 years old.

Violent Social Segments = KPI Sitting Ducks

• 1,154,140 Woman Like Fighting,

• 229,640 55+ years old!

• Market divorce attorneys, facelifts

• Spa services, senior personals

• Vibrators

Medical Targeting

• Sell Minivans To Those Who Like “Being Pregnant”

• Disposable Diapers to Like “Hate Being Pregnant”

The Incredible Things Users Reveal

Take Out Pizza to Pot Lovers

Wild Admissions

Sell Skateboards, Planned Parenthood & Church

Occupations & Employment

• Huge Part of Identify

• Extremely Potent Targeting

• LinkedIn = 50 Million US/FB = 3X

• Killer For the Right B2b KPI

• Pros Are Always Partially On Duty

Like Bucket Occupations &Years of Testing

Places of Employment: Work & Education Tool

• Productivity Software, Easy-Upload Video Cameras Magnetic Car Signs

• Computers, Snow Plowing, Cars, Phone Service & Restaurants

Real Life Groups: AA

• Dating Sites, Quit Smoking Plans, Candy

• Energy Drinks, TweetupsCoffee Clubs, Self-Help Books, Any Other “Safer” Addictions

Pesticide Free Foodies

• Maine Organic Gardeners Association, Michigan Farm Bureau

• Friendly Clothing & Eco-Tourism

• Goodness Food Brands

• Play On Animal Rights Groups’ Empathy

Religions

• 903,800 Catholics, 310,340 Mormons

• 77,120 Muslims, 117 Jews

• 70,600 Buddhists, 19,720 Hindus

• 12,520 Occult, Jesus, Buddha

• King-of-the-Jews or L. Ron. Hubbard

Real-World Publications

• What Do Our Customers Read?

• Sports Lovers Read Sports Illustrated

• Entrepreneurs read INC

• Upper Crust Travelers Read Condé Nast

• Shrewd Marketers Don’t Miss This Level Of Targeting

Don’t Just Be Literal With Magazines

• Hunting Readers Don’t Just Like Camo’ & Boots

• Pickup Trucks & Snowshoes

• Yachting Mag’ Readers Probably Have Money

• Sun Care Products, Fish, Water-ski, Deck Cleaning

Travel Books: Frommers, Lonely Planet, & Berlitz

• Sell Em’ Cruises, Airfare, Hotel, Guide Service

• Noise Cancelling Headphones

• Foreign Language Learning Software

Search Is Your Friend

Canadian Sephora Lovers

Targeting Creativity

• What Personal Traits?

• Who’s Professional Characteristics?

• Which Radically Private Predilections

• Concept Transcends Facebook

• Inspired By Bottomless Personalities

Thank You!

Marty Weintraub, President, aimClear

@aimClear