I love the “Responder Profiles” and “Responder Demographics” reports in Facebook. Not only do these allow you to easily expand your pay per click ad targeting (within Facebook or elsewhere), they also gives you terrific insight into the likes and interests of those that are likely to respond to your ad, which can drive advertising and business development decisions in other marketing channels, including offline.
Since Facebook users willingly share their likes and interests with Facebook and each other, they’re also sharing them with advertisers. (Their loss; our gain. So much for privacy, I guess) You can target your Facebook pay-per-click ads to Facebook users based on their stated interests. This is pretty straightforward, and automatically beats the crap out of Google AdWords’ content network in terms of relevant ad targeting.
The real power of the platform comes after you’ve launched an ad and had the opportunity to amass a few hundred clicks. The reporting tool will then tell you the other likes of those that clicked on your ads, as well as the likes that are ‘overindexed’ in terms of clickthrough rate.
Categories of ‘Likes and Interests’ that you’ll have this visibility into include Interests (free form test entry field) and media such as Books, Movies, TV shows, and Music. I learned recently that our audience was also likely to enjoy Disturbed (the band), Harry Potter (the book series) and Firefly (the TV show).
Another great report is the ‘Responder Demographics’, which gives you all the demographic data you could want about people who clicked on your ads. State, age and gender data for your ‘likely prospects’ may not have been available without a pricey market research.
In a sense, you’re buying clicks on Facebook, but getting a full market research report for free. Use this information to create new ads on Facebook, but also to identify other ad opportunities. For example, buy TV ads on a TV show that you discovered through these report, offer giveaways of Books or video games that your audience has expressed an interest in, target folks in other channels based on their demographics, etc.
How are you using this data?
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{ 4 comments… read them below or add one }
siiipp
Jared,
I just started working at a new company, and our new Facebook account won’t show click data on our Responder Demographics report. I still have the login for my old company’s facebook ads account, and looking back over it, I found that about 80% of our campaigns over the past year were missing this click data. Any ideas?
Thanks,
Jared
I am getting this error when I try and generate the Responder Reports
“None of your campaigns received any activity during the selected date range.”
Is it because my campaign did not get enough data yet? Only 10 clicks at the time of writing.
Thanks,
Henry
My campaign has had over 1,300 clicks and I still get that error Henry. I’d love to have this report and the valuable data it could give me. Any advice?