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Women and men spend money differently. We know this. Men like gadgets,[link widoczny dla zalogowanych], equipment, machines and, if certain personal observations should be believed,[link widoczny dla zalogowanych], no end of junk food. Women like clothes, entertainment, and health and beauty products. The patterns offer a similar experience with regards to shopping online,[link widoczny dla zalogowanych], except that men and women both similar to their fair share of digital content (news, movies,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], music and so on). However when you are looking at actual online purchases,[link widoczny dla zalogowanych], men are the shopaholics. So perhaps we shouldn't be surprised more online ads are targeted at men than women. Certainly more Facebook ads are male orientated, a minimum of based on a study by Resolution Media and Kenshoo Social (Marketing Pilgrim).
Upside down and backwards
There are 6% more women than men on Facebook,[link widoczny dla zalogowanych], yet marketers spend 6% more on Facebook ads for males than women. They justify this because men are bigger spenders - the conversion minute rates are higher making targeting men cheaper (barely). But,[link widoczny dla zalogowanych], as Cynthia Borris highlights, men are exposed to more products.
If women received a wider variety of ads to choose from,[link widoczny dla zalogowanych], chances are good they'd buy more. After all, it will obtain a bit tiring to determine exactly the same washboard abs and amazing weight loss secrets every time one logs on.
We're not here to take part in a battle from the sexes,[link widoczny dla zalogowanych]. If men are perceived as bigger spenders then so whether it is. The lesson for marketers is twofold:
1) Target more ads at men - even the ones that you would traditionally target at women (as suggested by Borris).
2) Give women more choice. It's fine if you do not wish to improve your advertising spend on women, just be sure you give them more choice. The standard fare is clearly no longer working all that well.
Optimise Facebook Ads
It's not enough to target the best gender; you also have to create great ads. Great ads have great content, including text and images. Facebook ads give you three chances to trap users' attention:
You have to optimise all these; optimise,[link widoczny dla zalogowanych], in this instance,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], does not mean keyword stuffing,[link widoczny dla zalogowanych], it also means compelling calls to action. Be clever with your title. Don't opt for the standard company name; go with something catchy that meets your campaign. For instance: XXX Stilettos stand Head Shoulders Above.
Run the title by colleagues and friends to ascertain if it really works. An automotive repair shop that advertises 'Free Shocks for Life' may want to consider some editing.
The look should also become more interesting than your logo,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych],[link widoczny dla zalogowanych]. A lady in stilettos towering over another lady in stilettos would work well in our previous example,[link widoczny dla zalogowanych]. Lightning bolts would a minimum of be eye-catching within the second.
Your body of your ad is restricted,[link widoczny dla zalogowanych], so make it count. XXX stilettos are made from 100% recycled material,[link widoczny dla zalogowanych], proving you could have heart and elegance. Make a point in XXX shoes.
And don't forget,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], even when men use Facebook ads to purchase gifts for that women in their lives, if you are advertising stilettos you might like to cut out the middle-man (as they say) and aim straight for your target.
This guest post was compiled by Sandy Cosser with respect to Elemental,[link widoczny dla zalogowanych], an internet development company that specialises in Facebook applications and web hosting.