"Facebook has more than 400 million active users who collectively spend more time on the platform than on any other website in the world, sharing detailed information about their likes, dislikes, and preferences," writes Matt Lawson at MarketingProfs.

In other words, the social networking powerhouse is a potential bonanza for search marketers eager to reach their ideal audience. "[D]espite differences in targeting methodologies," Lawson explains, "Facebook and paid-search advertising share a common bond: Their ad platforms fundamentally rely on targeting specific user segments based on keywords."

So how can you leverage your current paid-search skills at Facebook? Lawson offers advice like this:

Repurpose keywords into Likes and Interests. Facebook users often share information about all of their favorite things—from Vietnamese food to wakeboarding to Mad Men. "When beginning with a set of search or content-network keywords," he suggests, "focus on terms that represent topics and themes rather than extremely narrow, product-specific keywords." For instance, a tent retailer might consider the Likes and Interests of a typical outdoor enthusiast—e.g., backpacking, trail running and rock climbing.

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