My second LA2M event featured guest speaker Meaghan McCann of Search Ad Marketing, LLC. Her presentation was based around generating quality leads from Facebook ad initiatives, and learning some proven techniques to make your ads effective. Facebook ads are relatively new to me, although I’ve experienced their remarkable relevancy to my interests and current life over other web advertising. I’ll admit, I’ve been a bit freaked out at times when I’m on Facebook and see an ad for something I was thinking about, but hadn’t yet verbalized on the site. Creepy, but remarkable.
This is essentially the main advantage of Facebook advertising over other web-ad options — Facebook contains a wealth of data about every person with a profile, and can tailor ads towards those who are actually interested in the content of the ad. While targeting specific segments has always been a priority for marketers, Facebook takes it to the next level and allows for “hyper-targeting” of ads to very specific types of people.
Meaghan’s talk dove head-first into how exactly to create effective ads, and focus your efforts on generating new leads for your site. I found this approach to be quite different from most of the experts out there who tout Facebook as a relationship-building tool that should be used primarily to provide customer service for your brand. While this is certainly true, Meaghan touches on another very important benefit of the site: generating leads. Facebook Ads provide this ability.