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  1. The Bus-Stop Advertisement
  2. Getting Press and Media Exposure with Facebook Ads
  3. Multivariate Testing
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From the author of Getting Press and Media Exposure with Facebook Ads

Getting Press and Media Exposure with Facebook Ads

As you may have gathered from the previous method, there are all kinds of people you can make aware of your brand, products, business, or service. If you’re already putting out press releases, you can combine this with Facebook ads to increase their visibility. You can target journalists with Facebook ads, either via the Workplaces or the Precise Interests criteria.

For example, if you type “journalist” into the Precise Interests area, you’ll be targeting 4,920 people in the United States. If you enter “blogger”, you can target 16,920 people. These may not be all the journalists and bloggers in the U.S., but these have self-identified as such, and so we know they take great pride in being or doing that. If we call out to them in an ad—“Journalists! Did you know about…”—then we’ll get their attention.

Targeting Big Media

Using the Workplaces field, you can target the following media (and reach the corresponding number of employees who also graduated from college):

  • New York Times: 1,100
  • Wall Street Journal: 660
  • USA Today: 620
  • Los Angeles Times: 480

Clearly, these are not all of these companies’ employees. Unfortunately, only about 6 percent of Facebook users give their workplaces in their profiles, so we can’t target them all. You can narrow it down by selecting college graduates only.

For more newspapers, check out this Wikipedia list.

Targeting Trade Publications

Similarly, you can look for people who are interested in or work at blogs and publications in your niche. You can try workplaces first, but many of these will not have enough employees to be targetable in the Facebook ad platform. If you target people who like the trade pub (via Precise Interest), you’ll probably hit at least a writer and an editor there, and meanwhile you’ll also reach the audiences of those publications, who may be good targets for you as well.

Landing Pages

A press release, even on a site like PR.com, is an acceptable page to send people to, but even better would be a page with all the info a journalist or blogger would need. This can be a smaller scale version of an online media room that includes:

  • Company information
  • Key contacts and their contact information
  • Latest news
  • Upcoming events
  • Newsletters
  • Press kit
  • Social media links and feeds

But don’t let this list intimidate you. A page on your site with one or more press releases and a way to contact you is enough to start with.

Remember that it’s the journalists or bloggers’ job to decide what’s newsworthy and what they want to write about it. If you are too pushy, they won’t help you. Be noticeable, interesting, and helpful, and let them do the rest.

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