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Company: One Day, One Job
Contact: Willy Franzen, Founder
Location: Chicago
Industry: Human Resources (Internet)
Annual revenue: Confidential
Number of employees: 1

Quick Read

One Day, One Job—an online company that specializes in helping college students find entry-level jobs—aspired to grow its Web traffic and was attracted to Facebook by the vast numbers of active students on the network.

Challenge

Although the company set up a Facebook Page, it was more interested in leveraging the precise targeting capability of Facebook's advertising platform.

Campaign

The company initiated a dual campaign with some ads targeting Ivy League seniors and the rest targeting seniors from 40 other top-rated schools, both on a CPC and CPM basis. Ad copy included the phrases "Ivy League" and "elite colleges and universities," respectively.

For the CPM campaigns, 8,000 impressions were allocated to the Ivy League ad, and 14,000 impressions to the version targeting other schools. Click-through rates averaged 0.06% in both cases.

Both CPC campaigns, however, had over one million impressions each, with the Ivy League ads achieving a 0.15% click-through rate and other school ads registering 0.10%.

One Day, One Job believes the Ivy League ads performed better because the copy was more targeted. It also suspects that its CPC ads performed better than CPM due to better placement.

Subsequently, the company found that Facebook referrals tend to be more engaged Web site users: They visit more pages and stay on the One Day, One Job website twice as long as the average user.

In a separate experiment, One Day, One Job worked with its job-seeking clients to conduct Facebook ad campaigns targeting potential employers. Facebook is one of the few places where people can be targeted based on place of employment. The company used this capability to help five jobseekers advertise their skills to people associated with choice organizations.

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Case Study: A Facebook Experiment in Ad Targeting

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ABOUT THE AUTHOR

image of Jason Alba

Jason Alba is the author of I'm on LinkedIn—Now What??? and is working on his second book, I'm on Facebook—Now What???. He blogs on networking, career management, personal branding, and job search topics at JibberJobber.

Kimberly Smith is a freelance writer. Reach her via dtkgsmith@gmail.com.

LinkedIn: Kim Smith