FB-Ad-Tips-1

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THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT On the surface, this seems a bit insane. I spent money to show people an ad that asks them to remove themselves from targeting of future ads. But I did this for a number of reasons. First, it allowed me to better focus my ad spend on people who wanted to see my ads. Granted, it didn’t do anything about those who just ignored me, but this made the other ads I ran more efficient. Second, it allowed my audience to see the things they want to see — and not see the things they didn’t. While they certainly could have blocked me, this allowed a more civil removal. And made it less likely they’d be annoyed by future advertising — and more likely they’d act on it. Finally, it’s very likely that by taking this approach, I improved trust among my audience. By allowing for the opt-out, they knew that I respected their news feed. This may have helped the general perception of my ads in the future. Note that while I didn’t run the opt-out campaign throughout the entire duration of the experiment, I did include the link to opt-out within each tip. HOW THE OPT-OUT WORKED Someone could have opted out of my ads by visiting a specific page of my website. So I could then exclude anyone who visited that page in my ad targeting. Of course, I understand that people are curious, so I knew that a single click opt-out was probably a bad idea. So I made it a two-step process. 31
THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT When someone clicked on the opt-out ad, they were directed to a page that looked like this… Here is what the final page said… Okay, now you’ve done it! You will no longer see ads related to this experiment from me. Trust me, you aren’t hurting my feelings. I don’t want to spend money on ads you don’t want to see. Thanks for participating! Jon If you saw that page, you would no longer see the ads associated with my experiment. EXCLUDING THE OPT-OUT To make this work, I created a Website Custom Audience for that final opt-out page with a 180 day duration. 32
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FB-Ad-Tips-1

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