Hyper-targeting means sending highly targeted messages to very specific groups of people.
The opponent doesn’t even see the arrows coming because if they and their advisers are not in the specific group, they never even see the message!
With Facebook advertising, you can display your hyper-targeted message only to those you are trying to reach.
In a recent campaign, a mayoral campaign strategist created over 30 different hyper-targeted ads to successfully unseat an incumbent who never even saw any of these promotions.
They targeted opera lovers, outdoors men, police men, union employees, firefighters, school teachers, native Americans, city workers and more, each with a specific ad speaking to their specific interest.
Some of the ads were even written in languages other than English. When users clicked on the ads, they were taken to a specific web page addressing their hyper-targeted concerns, and these pages made thecase for why the visitor may wish to unseat the incumbent too.
Hyper-targeting is power. Facebook advertising lets you target users by age, sex, language, location, workplace, education,interests, and more. The campaign targeted 18-year-old first time voters, as well as 19-, 20-, and 21-year-old voters, in four different, each with a message to their exact age.
Of course, the opposition alsoran Facebook ads. They ran the same basic Facebook ads to everyone equally. The opposition’s adswere displayed constantly during the election, but they did not speak to the hearts and minds of theindividual voters because they were not hyper-targeted.
Guess who won?
The election was extremely close, but the better funded and reasonably well liked incumbent wasactually unseated. He probably doesn’t even know how or why it happened.
This mayoral seat manages a budget of over 150 million dollars. The election was decided by less than 500 votes.
The challenger purchased over 1.2 million hyper-targeted Facebook impressions. One of the ads was so successful at reaching the intended target that the clickthrough rate was over 25 percent. This on aplatform where a CTR of .05 percent is frequently considered successful!
The advertising cost of all these impressions? The advertising cost to deliver hyper-targeted messages to all of these potential voters? Less than $3,000.
May I humbly suggest you start learning more about hyper-targeting with Facebook? The advertising game has changed:Which incumbent do you wish to unseat?
Guest writer Thomas Meloche is chief executive officer of Procult, an e-learning and training company. Image courtesy of Shutterstock.