Today we are presenting you with the newest strategy for Facebook ads. It’s causing waves in the American advertising industry and goes by the innocent name of ‘carpet bombing’.
Although the name itself might suggest that it requires some inner-circle knowledge, advertising of this type is not that that difficult, or unusual, to get a hang of. It's a combination of three elements that were molded into one to promote local businesses. It mixes a few simple ingredients, albeit in an interesting manner, leaving Facebook to tinker with its independent optimization.
What is a carpet bombing ad made of?
Take a look:
- Ads are targeted solely on the basis of geolocation. We're targeting the ad at people in the vicinity of our business;
- Just like with actual bombings – we are targeting all potential recipients in a designated area without distinguishing sex, age, interests, etc.;
- Using product clips. The clip should be no longer than one minute, include on-screen subtitles and should be able to keep the recipients glued to the screen;
- Create a group of consumers who had watched at least 75%. of your clip. We will come back to them during the re-marketing process;
What are the advantages of carpet bombing?
With this strategy, we are benefitting from exceptionally low-cost video promotion – particularly so, as we are talking about an unspecified group of consumers. But here’s the interesting part: we get very useful data about who actually was interested in our content. We are building our brand awareness, while producing a pool of potential customers whom we can try to re-market later on in the process.
What's the difference between this type of re-marketing and people re-visiting our website?
First of all: it's the cost of obtaining our target group. Displaying a full movie comes down to a few pence, while redirecting to our website will be usually much more expensive. Also, don’t forget that many young businesses don't have a website worth showing off.
Using the carpet bombing strategy, regardless of whether we are presenting a chef in an Indian restaurant, or a team of support engineers repairing laptops, will give us an easy way of collecting data about people who wanted to know more about our business.
After all is said and done, there’s only one thing left to do: hit them with a discount, or any other call to action. This will not only build local recognition for your business, but will also get you noticed in your neighborhood.