How to Create Facebook Ads – Lessons from an Unlikely Source

Apr 21, 2011 | Uncategorized

If you are a company looking for inexpensive, creative, and effective ways to reach your target audiences, look no further than…a singles ad? Matt Simpson is “an educated, thoughtful, and active 30-something” who is running a Facebook Advertising campaign to find his match.

Matt Simpson's Facebook Page

Matt Simpson’s Facebook Page

Using paid advertising in creative ways isn’t new: Alec Brownstein did it with Google Adwords and our Vice President, Andrew Krebs-Smith even used Facebook advertising to get into grad school (see below).

Using Facebook Ads in Creative Ways

Facebook Targeting is Important for the Best Click-Through Rates

The lesson to learn from these campaigns, and the lesson to apply to your own marketing, is the effectiveness of targeting, and the efficiency of Facebook advertising. What’s better than a cheap way to get your message to the exact target audience you are trying to reach? That’s correct, there is nothing better. Here are some ways that Matt targeted his ads:

On April 2, I launched a Facebook ad campaign designed to find me a date. As a true marketing dork, I built 9 distinct ad versions for testing purposes – 3 creative variants and 3 interest-based targeting variants.

Demographically, ads targeted single women ages 28 to 34 within 25 miles of Tempe. Interest groupings were:

  • Yoga, Bikram Yoga, etc. (max reach: 940 users)
  • Buddhism, meditation, metaphysic, etc. (max reach: 580)
  • Deepak Chopra, Eckhart Tolle, etc. (max reach: 420)

Here are his three ad variations:

Matt SimpsonCreative FB Advertising at it's bestMatt Simpson FTW!

Pretty impressive! Plus, he also thoroughly understands the user experience:

Why not drive to a WordPress page or dating site profile? Well, Facebook grants a lower cost-per-click to advertisers keeping traffic on site.

Plus, users maintain grip on their Facebook security blanket when: A) an ad doesn’t include a fishy third-party URL, and B) the landing page keeps the Facebook URL and header.

So how does this affect your business? Let’s recap on the lessons:

  1. It is inexpensive to experiment with ads in the Facebook platform
  2. Test different ad types and different targeting options
  3. People like to stay where they are (in this case, Facebook). Make them leave, and you risk losing them forever.
  4. Finally, use a tool that matches your goals. Matt didn’t use Twitter because it isn’t personal. He didn’t experiment with other social networks (dating sites) because they were too labor-intensive. Matt used Facebook because he could set it and forget it, it is targeted, and it is cheap.

So how did Matt’s ads do? Since I don’t want to just copy his entire blog post here, I’ll ask that you kindly visit his blog here for the entire story. Suffice to say the results were great compared to his other “advertising” options in terms of ROI (dating sites, going to bars, etc.). We’re a huge fan of his creative and strategic approach to social media usage, and wish him the best in his dating search!


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