A few weeks ago, I set myself the task of learning how to use Facebook ads. I poked around on the Facebook site, which seemed remarkably unhelpful. The main advice there is, “Create an ad and see how it works.” I downloaded a bunch of different e-books and listened to couple of webinars. As a whole, they were helpful about where and how to use Facebook advertising in one’s marketing mix, but they weren’t very specific about the process of creating and then targeting the actual ad-lets.
Don’t get me wrong, I’m not so crazy as to think that, if I am selling phone apps for prices ranging from free to $3.99, I can use either Facebook or Google advertising as a primary way to drive sales. But I do buy the advice I’ve read in a couple of places, that while you are waiting for your SEO and blogging efforts to ramp up and pay off, it can be useful to use either Facebook or Google advertising as a way to validate target markets and/or marketing messages. It is relatively easy to split-test images and messages and very easy to turn individual ads and campaigns on and off. I don’t have time to make 100 phone calls to do my own market research. I can afford to spend $100 to see if I’m striking a nerve, or not, online.