Zach and I have been friends for a little over 10 years.\u00c2\u00a0 We toured and performed together as part of the Fourthcity Laptop Battles<\/a>, of which he was a founding member.\u00c2\u00a0 Back in the day, I would tag along with him and help out with midnight wheatpasting campaigns for our shows.\u00c2\u00a0 This resulted in several events sold to capacity, with lines stretching around the block.<\/p>\n Since then, Zach went on to get an MBA from the University Of Washington, and started his own social marketing firm called Crown Social<\/a>.\u00c2\u00a0 I figured that if there was anyone who wouldn’t be using an ad-blocker, it would be the guy that works in social advertisement.\u00c2\u00a0 I opened his Facebook page in one tab, and the Facebook Ad Manager in another and started to build my campaign.<\/p>\n Setting up an ad campaign in Facebook took me less than an hour.\u00c2\u00a0 I first created a page called “Hey Zapan At Crown Social” that included a photo of him that I pulled off the web.\u00c2\u00a0 The thinking was that if I saw a picture of myself in an ad, along with a title that called me out by my nickname and my place of work, accompanied by a personal note from a friend, it would grab my attention and I’d click on it.<\/p>\n One of the neat things about Facebook is that they allow you to see the number of people in your target audience as you construct your ad.\u00c2\u00a0 I found that one of the limitations is that they won’t tell you the exact audience number of people in your target audience if the list is fewer than 20 people.\u00c2\u00a0 Even if the target audience is zero, it will still say fewer than 20.<\/p>\n I also had another issue including Crown Social as a place of work for my target audience.\u00c2\u00a0 My guess is that the company doesn’t have enough employees yet to show up on Facebook’s radar.\u00c2\u00a0 As such I added Wunderman to the list since it was in Zach’s work history.\u00c2\u00a0 The UI for the Ad Manager made it unclear about whether my ad would be targeted at people actively working at Wunderman or people who included Wunderman in their work history.\u00c2\u00a0 If there were no click-throughs in a few hours, I’d fine tune my ad a bit more.\u00c2\u00a0 Facebook’s pricing was also a bit nebulous, as it didn’t give much information about the going rates for different types of ads.<\/p>\n <\/p>\n![\"Zapan_search_01\"](\"http:\/\/www.adamsonic.com\/blog\/wp-content\/uploads\/2013\/08\/Zapan_search_011.jpg\")
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![\"ad_preview_02\"](\"http:\/\/www.adamsonic.com\/blog\/wp-content\/uploads\/2013\/08\/ad_preview_021.jpg\")
<\/a>Eight hours after posting the initial ad, I only had one unique visitor to the page, and I was pretty sure that it was myself.\u00c2\u00a0 I saw that Zach had been actively posting on Facebook earlier in the day without noticing the ad, so I decided to change the definition of my target audience a bit.\u00c2\u00a0 I removed Wunderman, Decibel Festival and the University Of Washington, and instead focused on people who attended Waseda University in Japan and were also fans of the video game Hawken, a client of Crown Social.\u00c2\u00a0 I figured that there could be only one person like that in Seattle.<\/p>\n![\"success_02\"](\"http:\/\/www.adamsonic.com\/blog\/wp-content\/uploads\/2013\/08\/success_02.jpg\")
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