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Facebook Advertising—Key Issues for Spas

Saumil Mehta January 2012 issue of Skin Inc. magazine

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Although Facebook is the home to 700 million users, the owner of a skin care facility needs to calculate the costs and benefits of spending hard-earned dollars on Facebook versus other advertising channels. Just because everyone is forking over money to Mark Zuckerberg doesn’t mean you should, too. As a skin care facility, you have only two goals: foot traffic and a ringing cash register. Period. Everything else—Facebook, Groupon, Twitter, your website—is simply means to those ends.

So with those goals as the guiding framework, consider the three key Facebook ad concepts.

Targeting. You can target your ads to a small portion of the Facebook user base. The beauty and power of Facebook’s ad platform derives from the ability to target users—commanding your ads to show up only for women between 25–40 in Chicago that recently set their relationship status to “engaged,” for example. Try getting that with any other ad platform known to humankind.

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