Have you been spending all of your Facebook Advertising dollars trying to reach people in your target demographic? Why don’t you strip out some of that effort and just go directly for your competitor’s fans? This technique will surely boost your fan base while simultaneously annoy the heck out of your competitor! Read on to learn more.
In traditional PPC, Quiznos can bid on Subway, and ReadyTalk can bid on WebEx—even mentioning the competitor’s name in the ad. If your firm is trying to beat Company X, the acceptable ad copy is “better than X”, “read reviews of X”, “before you try X…”, “compare X and Y”, and so forth.
But on Facebook, you can do MUCH better and it’s much cleaner. We’ll break down the techniques used, the strategies behind them, and how this differs than competitive targeting in search. You may even consider implementing these in your own Facebook campaigns today and see surprising ROI before you leave the office this evening. And it will be so effective that your competition will be hopping mad, but unable to respond because it’s completely within Facebook’s advertising guidelines and white hat in nature. This is especially effective in David and Goliath situations, where you are the underdog with a tiny budget and you’re going up against a big brand. We’ll explain why in a minute.
SMX and Search Engine Strategies are competitors in the search marketing conference space. Both are well-respected companies with events around the world and a portfolio of print and online publications. In full disclosure, I am a speaker for both— I don’t profess any loyalties to one over the other, and I am a fan of both organizations (figuratively and literally).
In one week, SES is having a conference in San Francisco—and they are promoting it via Facebook ads to their Facebook page:
Naturally, they are targeting people who list “search engine marketing” as an interest, “Chief Marketing Officer” as a job title, and “Advertising Age” as a magazine they read. They also happen to target fans of Search Engine Land, a publication of their rival, as well as fans of SMX. To get attention, they call out these users by interest:
SMX has only X fans compared to Y fans of SES, but this is still a highly relevant, highly profitable segment to target. Because Facebook traffic is so cheap, the cost of such laser- targeting is a few dollars a day. To make the math simple for this example, let’s round up to assume your rival has 2,000 users to target. For you to be able to hit these users 3 times per day with ads (6,000 impressions total) at an average price of 25 cents per thousand impressions, you’re spending $1.50 a day to do this. This is not possible via PPC except perhaps through remarketing/retargeting—and definitely not at this price with this level of control.
If you’re rotating ad copy to prevent burnout, bidding on a CPC vs on a CPM (Facebook changed their algorithm to favor CPC for getting clicks), and know how to create effective Facebook ads, you will be inundating the most loyal fans of your competitor with messaging. If you’re a little brand, these Facebook users will think that you’re flooding all of Facebook with ads, that it must be expensive, and that you must be a trustworthy brand because of how much this advertising must cost. Professional marketers may be incredulous here, as they “know better”, but consider that the average user has little understanding of how ads work.
Your competitors will certainly notice your ads (if they don’t, then you’re not effective or they’re not monitoring Facebook)—and some of them will send you a hastily written threat. If you do competitive targeting, be prepared for these angry responses. Even though what you’re doing is 100% within Facebook’s advertising guidelines, they won’t know this and you’ll have to decide how to respond. I’m not a lawyer, so I can’t give you advice on that.
One thing that you can’t do is use their trademarks and logos in the ad image—that could potentially confuse users as to who is the advertiser. You also cannot create ads that appear to be from your competitor, as that would be clearly misleading. A good rule of thumb on what is acceptable use is whether the average user will somehow be misled by the ad. Thus, to say to readers of magazine X that they should try product Y is completely acceptable and an example of good advertising.
If you want to avoid angst from competitors getting mad that you’re pinpoint targeting their best fans, then what you’d do is run the same ad but without professing knowledge of what interest you’re using to target. Your CTR will be a bit lower—and, therefore, your CPC will be a bit higher—but you still get the same reach and same effectiveness in messaging and conversion. As we’ve discussed in other articles on allfacebook.com, the image is the most important element of the ad anyway.
When you run competitive targeting ads, users who see your ads won’t explicitly know what triggered the ad for them. Certainly they can guess—and my profile lists so many internet marketing interests that I have no clue which one could have possibly triggered an ad. So the “stealth bomber” approach is to run a ton of highly targeted ads and not explicitly reveal your targeting but just be as relevant as possible. This also has the benefit of not potentially creeping out users with ads that are a bit too knowledgeable.
At some point, Facebook may allow consumers to click on and see what targeting parameters triggered the ad. More practically, Facebook allows you to remove yourself from all profile-based targeting—an honorable move, but one that likely few users are doing or even aware of.
Now for those who want to really go for it—to be as aggressive as possible, but still stay within the terms of service, here are some cutting-edge techniques to employ for competitive targeting in Facebook:
- Switcher campaigns: Show us you’re a member of X and we’ll give you [free_prize]. When I was at American Airlines, we ran campaigns where if you were elite on another airline, we’d instantly make you elite on our airline. By removing or significantly reducing switching costs, you allow your competitor’s best fans to try you with low risk—and not have to fly 50 segments in the next 12 months to get to platinum. How might that apply to your business?
- Cherry picker campaigns: In the airport today, I saw Kaiser Permanente’s ubiquitous “Thrive” campaign, this time showing a woman doing a yoga move. On the surface, consumers may applaud that Kaiser is promoting fitness and sharing tips on how to be healthier. But really, what they’re doing is disproportionately drawing the healthy users to their HMO—the folks who are fit, eat well, and are less likely to go see the doctor or file a claim. Why not saddle the other HMOs with the fat, unhealthy folks who will be unprofitable at any premium?
- Intentional churn campaigns: What attributes of your customer base closely align with being profitable versus the kinds of “headache” customers who cause you to lose money? For the latter, consider running ads on behalf of your competitor and sending them to their website. Yes, this is a gray hat tactic—but at the same time, your competitor is “benefiting” from free advertising—especially if you are running their same ad copy. Incidentally, for one client, we had considered changing the call center queue from “your call will be answered by the next available representativ” to telling unprofitable customers “for faster service, you should go to our website and here is the number of our competitor”. With a bit of clever programming, we could prioritize the queue by profitability, which means the good customers go to the front of the line, while the dregs might never ever get to the front. We didn’t implement this idea because of the backlash potential—though it’s really just an extension of common tiering programs used by most companies.
- Endorsement campaigns: What could be more powerful than getting your competitor’s most loyal customers to become a fan of your page and then have them tell their friends about how awesome you are? What would you pay for that? The simple solution is to implement a custom “reveal” tab that exposes content upon them hitting the like button. Then offer a giveaway (drawing for a popular consumer electronics item) with entry based on them posting to your wall and getting 3 friends to like it. Remember that you don’t have to make it known that the targeting criteria you’re using is strictly because they are a high value customer of your competitor. You can lock down the contest by including the coupon code in all caps in only the ad itself (not on your page), plus setting additional campaign filters on age and other preferences. Facebook is testing showing endorsements in their ads.
We could go on, but I think you get the idea on the whole new set of tools at your disposal on Facebook that just haven’t existed elsewhere. In review, if you’re a new rock band and your genre is similar to bands X, Y, and Z—what’s wrong with running ads asking these users to check out your music? How is that any different than Amazon.com’s collaborative filtering (people who bought X, also shopped for Y), except that you’re taking the recommendation into your own hands?
Consider this: In traditional paid search, you must patiently wait for someone to type a keyword (your competitor’s name, brands, and related search terms) into a little box—to actively state a preference. If they say they’re wanting X right now, then it’s hard to change their mind except via persuasive ad copy. By the time they’ve decided to search on something, it’s already late in the process.
But when you competitively target on Facebook, you’re reaching them well before they have searched for you—and there is a lot more volume. If you’re WebTrends, you can target fans of Omniture and Google Analytics without them ever having searched for you. You’re not stealing from their search traffic, and this is legitimate competition, whether they like it or not. Thus, running competitive targeting ads is NOT brand bidding.
And unlike campaigns designed to acquire Facebook fans, these campaigns are designed to get users to consider the merits of your product or service. Thus, the ad copy shouldn’t be designed to drive an in-line like, but to encourage a click-through to a landing page that specifically emphasizes how your brand is better than the other brand. So if you’re ReadyTalk (and your big competitor is WebEx), you don’t have to mention WebEx, you merely talk about your personal service (to work with a company that answers the phone, versus a giant conglomerate), your Facebook integration, and your favorable pricing. Nowhere do they mention WebEx, but certainly they are directly attacking the weak points of their competitor.
And isn’t great advertising fundamentally about saying the most relevant thing to each individual user?
Dennis Yu is CEO of BlitzLocal, a company focused on Facebook advertising for national brands and national local companies. Come hear Dennis speak about Facebook advertising at SES San Francisco August 16-20th. He can be reached at dennis@blitzlocal.com.
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"Then offer a giveaway (drawing for a popular consumer electronics item) with entry based on them posting to your wall and getting 3 friends to like it."
Unfortunately, this would be in breach of Facebook's promotion guidelines, and could result in your page being shut down.
Comment by Steve — August 11, 2010 @ 9:27 am
very good post indeed, but must also agree with Steve above and was thinking exactly the same thing, that a forced like to enter a giveaway competition breaches their terms – perhaps a forced like to reveal a link to enter a competition off-site would have been better advice, thus taking out FBs liability – but anyhow thats getting off blog topic.
Great post and will certainly look into it further.
Thanks
Comment by Tony Drg — August 12, 2010 @ 6:15 am
@Dennis: If you can dominate SES's space for a few dollars a day, you may be missing important demographic segments and hundreds of qualified visitors
. Would you ever use another company's trademarked logo in ads?
I'm totally looking forward to speaking with you next week in SFO. Safe travels.
Comment by Marty — August 12, 2010 @ 6:24 am
It is difficult to have respect for you, Dennis, on several counts:
- you created ads for this campaign using our Search Engine Land logo (not displayed above), which does violate Facebook's terms and conditions. We were surprised that SES owner Incisive Media, a legal publisher, allowed you to violate our marks in that way. You both should have known better.
- you used our conference name (and that of Mashable and others in the space), which may or may not be against Facebook's T&C, but it is a cheap spammer move.
- you solicited us to hire you as our agency, presumably after winning the SES account. Highly unethical, to say the least.
Chris Elwell
President
Third Door Media, producer of the finest search engine marketing conference on the planet, Search Marketing Expo – SMX
Comment by Chris Elwell — August 12, 2010 @ 6:58 am
Great post but yes, Facebook giveaways are not allowed unless you have a big media buy with FB. You are not allowed in any way, shape or form to have people comment or like anything as a form of entry on FB. The rest of the article is great though. Kudos!
Comment by Kate — August 12, 2010 @ 7:17 am
One of the points of my "25 Things I Hate About Facebook Marketing" story that I've been compiling slowly over the past year is that Facebook doesn't prevent your fan base from being targeted this way.
Facebook invites brands to build a network that it in turn benefits from. But that also means Facebook allows competitors to tap into your same network.
So far, that risk hasn't been worth giving up on Facebook. But as it grows, I think you'll see more brands put pressure on the company to give brands more control. As it should.
To clarify what Chris Elwell said earlier, we noted when the SES ads started up, using our logo (in violation of Facebook's gudelines both on a trademark basis and on a misleading basis). We contacted Incisive privately, and this was stopped.
The SES ads continued to run targeting our fan base, calling out to them specifically (and potentially in a misleading manner). We again pointed this out to Incisive and suggest that they might want to stop targeting our fans in that particular manner, and that if they continued, we might have to ramp up our own counter-competitive ads (isn't it nice how Facebook wins in all this).
To date, to my understanding, they've not responded on that front.
Our ads have shown on occasion in front of people who are their fans. But in our case, we've not called out directly to their fan base, to my understanding, in part to avoid confusing consumers.
Dennis, can you clarify. Have you been running the SES campaign on Facebook? If so, well, you violated Facebook's guidelines and used our logo without permission. Moreover, if you're now writing about a campaign, I sure hope you got Incisive's permission. And if you were running the campaign against Facebook's terms, what remaining benefit of doubt I've given you in the face of some criticisms leveled at you is gone.
Comment by Danny Sullivan — August 12, 2010 @ 8:12 am
If someone steals my customers via Facebook, it is because I am doing something wrong.
Comment by Suzanne Bowen — August 12, 2010 @ 9:35 am
If anyone steals my customers using Facebook, it is because my company including I am doing something wrong and not treating the customer correctly, not listening to the needs and working smartly to meet those needs and keep them with us.
Comment by Suzanne Bowen — August 12, 2010 @ 9:37 am
For the record this article was not cleared with Incisive Media before it was posted and yes, Dennis has been running our FB campaigns.
@ Chris/Dan – regarding SES’s use of the SEL logo, unfortunately that ad was created and posted without our approval (as I clearly told you a few weeks ago via e-mail). As soon as it was brought to our attention we had it immediately removed. It is clear by the products/brands you have created over the last 2-3 years that you guys are in the same space as us, and as we have done for the last 12+ years, we always advocate playing by the rules.
@ All – Competition is healthy, not only does it validate the work we do here at Incisive Media (owners of SES) it's what makes us all strive to be better. I for one have always welcomed it. As is clear with Connected Marketing Week in San Francisco next week we even embrace it. Why? Because none of this is really about any of us… its all about the industry and its healthy development and growth. I hope we can all agree.
Comment by Matt McGowan — August 12, 2010 @ 10:03 am
@Matt – You responded to my request to remove the offending ad in minutes. My apologies for not making that clear in the first post.
Comment by Chris Elwell — August 12, 2010 @ 11:42 am
Folks– before this turns into a firestorm, I think it's important for us all to understand a few things and get the facts straight.
BlitzLocal had offered to help SMX with Facebook advertising. Danny was quite interested, but Chris Elwell decided was not. His note of June 14th clear declined our offer to help. On August 2nd, we began running ads to promote the SES conference. Thus, Chris' assertion that we had approached SMX while already helping SES are clearly mistaken.
On Aug 3rd, Chris Elwell sent a nastygram to a number of us. His specific threat: "I'd hate to have to discuss your campaign with our friends at Facebook". Our response was that he should go ahead and contact Facebook to understand what is and what isn't within the advertising TOS– to use his implied bullying and connection.
Danny and Chris–I'd rather not have a public fight. It's not good for anyone. There is good competition and not good competition. I invite you to call me privately to discuss, since your direction thus far is to invite me to come in and provide a public account of what has happened.
I have the greatest respect for SMX and the folks there. To be called unethical by a credible source requires that I respond to clarify facts and where there are misunderstandings.
There is plenty of opportunity for both SMX and SES to grow in a white hot space– it doesn't have to be zero sum not should it appear to be such.
Comment by Dennis Yu — August 12, 2010 @ 12:15 pm
Dennis, you spoke to me primarily about making changes to our Facebook page. My response was that I was interested in general in updating the page, but not currently. You're not the only person who's suggested doing that work. At the moment, I've been happy with what we do. Certainly you presented no formal offer to me, and I don't recall at all that it included actual Facebook ads.
I'll let Chris speak further about the so called nastygrams sent. I saw only one message, on July 28, that was sent directly to Incisive asking that our logo not be used without permission. Incisive's Matt McGowan quickly responded to say it was something they'd never would have done on purpose and that it would end immediately. And it did.
That was all handled privately, as did a follow up about the targeting of our fans. We didn't see any reason to have a public fight about this. I don't think Incisive saw any reason, either.
What's prompted all of these comments is you authoring a piece about competitive targeting on Facebook as if this was just an interesting case study you came across, rather than actually running the campaign, a disclosure I think you should have made. It also emerges that you're the one who apparently used our logo without permission.
You've had a number of accusations made against you over the past year. As someone who has spoken for us, I've had to look into these and effectively stand up for having you continue to speak. I did that, because I didn't find the particular accusations to hold up.
What I do know is that after our last conference, you went into some blackhat tactics after I specifically warned you not to do so. Regardless, you did anyway. That pretty much did it for me, in considering you as a future speaker at our shows.
This just makes me even more positive about that decision. It's not that you ran an ad campaign against us. That's fine — heck, I've spoken at SES after I left; we've had people from SES speak at our SMX shows.
No, it's that you don't appear to have good judgment. Using our logo without permission? Not following specific speaking instructions? Penning an article that puts your client on the spot?
Update your story. You have been a speaker with us. You won't be in the future.
Comment by Danny Sullivan — August 12, 2010 @ 1:11 pm
It's amazing how Dennis f**ks everything up. Avoid him at all costs, else it ends up just looking horrible for both companies in this case.
PR nightmare.
Comment by daniel — August 12, 2010 @ 1:51 pm
Thanks readers, for your support of the work that went into this case study. A couple of clarifications
Chris: Using the name of competitors is not a 'spammy' tactic. The practice of saying, "Brand X" went out of style on TV, radio and print long before the Internet ever showed up. It is appropriate to mention the names in your competitive landscape and juxtapose your brand clearly against others, defining your USP
Steve and Tony: As Kate correctly notes, facebook permits giveaways with prior approval from your representative and a substantial ad engagement. Both those conditions were met.
Danny: I agree: it will be interesting to see how facebook responds; they may change their terms of service or find that they tend to be the financial winners (as you also note) in most situations. This particular situation is troubling to me, as I have a great deal of respect for you and both the brands/conferences you have built.
You asked some questions – here are the clear answers:
SES is my client and I have contractual permission to share and promote that fact
SES is aware of and approves the ads running on facebook today; they are effective, industry-appropriate, and completely within the facebook TOS
As you see above, SES is aware of this case study; it will remain active
I acknowledge the use of the SMX logo for a period of less than 6 hours before I was alerted to that error and pulled it. As Chris noted, SES and subsequently I responded within minutes. As the CEO of my company, I take full responsibility. I would hope that the fact that the error was corrected instantly upon alerting me and the total duration of that error was less than 6 hours is taken into account. Once again, I take full responsibility for this error, offer my apologies personally and corporately, and extend an offer to make it right, including providing service to SMX in recompense.
Comment by Dennis Yu — August 12, 2010 @ 3:30 pm
As I have already noted, I very much wanted to work with SMX and offered service at a small fraction of the regular cost. Sadly, my offer was declined; (see above).
I have seen the new SMX ads, which are targeting the same audiences as SES and am heartened to see a robust advertising landscape growing around the search marketing space. On a broader level, greater knowledge and engagement with the industry will result in larger attendance at all search marketing related conferences.
And finally, I want to make it plain that regardless of whatever decision you've made about speakers at your conferences, I stand by the quality and appropriateness of my presentation for the SMX Advanced venue. Matt introduced the panel, saying, "in ultra competitive ppc markets, you have to resort to 'certain' tactics" and my colleague on that panel, Dan, preceded me with an entire presentation on dark arts SEO techniques for highly competitive fields. My only mildly-effective tip about increasing CTR on an ad campaign would not wring weak grey dishwater in any white or black-hat group. If the attendee you mentioned above was really referring to my tip, rather than Dan's entire presentation, it appears that all the delegates, but one, understood me.
Comment by Dennis Yu — August 12, 2010 @ 8:39 pm
Without getting into the particulars of this firestorm, there is a simple process the aggrieved company can do to teach the squatter a lesson. Since the squatter is paying per click-through, simply click through a million or more times and run up the invoice amount. A lesson is soon learned.
Comment by WhoMe — August 15, 2010 @ 10:20 am
I don't understand this being that this is what I ready on Facebook. I assume you're talking about connections targeting as I don't see any other option.
"Connections targeting allows you to target your ads to users who have become a fan of your Page, a member of your Group, RSVP’d to your Event or authorized your Application. If you are the admin of a Page, Group, Event or Application, use the type-ahead to target your connections or exclude your connections from seeing your ad.
It's not currently possible to target users who have connections with Facebook content for which you are not an admin."
Comment by Janice Morse — August 15, 2010 @ 2:57 pm
I'm 99% sure that is targeting people who list the brand in their interests, not fans or actually like the business page. Pls check into it.
Comment by bob — August 16, 2010 @ 1:04 pm
If you ask me all is fair in love and war. If I'm selling something and I want you customer base I have as much right to pursue anybody on this planet who may want to buy it as anyone else does. If I'm not hurting the environment, polluting or lieing about my product then Free enterprise here we go.
Comment by Austin Galante — August 19, 2010 @ 6:30 pm
I admit I'm a bit of newbie to Facebook advertising…but is there honestly no way to disable the targeting of ads at your fans? I ask because there are plenty of associations I'd love to target, but half of them simply don't show up as an option when I'm creating ads. So, how are these associations avoiding being targeted?
Comment by Matt — August 19, 2010 @ 6:55 pm
@janice– You are correct that you can use connection targeting only on pages you are admin. Some users may be a fan of a page and not have it as an interest and vice-versa. There is often significant overlap between the two, which confuses a lot of people. See more here in this article on AllFacebook.com: http://www.allfacebook.com/facebook-ads-secret-20...
@matt– you can't directly target fans of pages, but interest targeting gets you close. Note that the estimations are slightly off and can be significantly delayed. There are not as many interest targets as Google keywords, for example. Just a very different marketplace.
@whome– Facebook has a proprietary clickfraud detection process. Thus, trying to click on an ad a million times won't cause the advertiser to get charged for a million clicks. There are spambot networks that do click on ads from multiple ip addresses in a semi-random process, but I think that Facebook has been pretty good at catching that in the last couple years.
Everyone– thanks for all your questions! My email is dennis@blitzlocal.com should you wish to have your fan page or ad campaigns run by us.
Comment by Dennis Yu — August 25, 2010 @ 2:56 pm
Wow. Getting heated, great post anyway.
So you are fine to mention a competitors name, as long as it doesn't mislead the consumer? A bit confused on that point
Comment by Nick — August 30, 2010 @ 9:38 pm
Nick– you can't pretend to be the brand and if you use their marks, it must be with permission. If you're not sure on what is okay or not, you might consult your attorney.
Comment by Dennis Yu — August 31, 2010 @ 11:35 am
Oh gee, Dennis Yu; A black hat? I would have never guessed it. Either this industry is blind or stupid, but it's clearly obvious Mr. Yu's modus operandi is that of ill-intentions. I enjoy greatly how he tries to weasel-word his way around as if he's the saint of online marketing.
"I very much wanted to work with SMX and offered service at a small fraction of the regular cost. Sadly, my offer was declined"? PLEASE. What a blatant attempt to wheel it back around on Danny as if he's the one being hostile. There's a whole lot of people out there who can attest for your methods of persuasion, Mr. Yu – It's not very hard to find them, either. Believe me, this guy has the reverse midas touch – Everything he touches wilts and dies.
So how does it feel getting pushed into just facebook advertising, Dennis, and being unsuccessful at it? Is this what you had planned all along? What a far cry from your BIG IDEA you touted about your little Blitzlocal shtick. You can pretend to know these high ballers and pull the big bucks; but at the end of the day, you're still just a common schmuck who latches on to any idea, try to squirm your way to the top ranks, and when it explodes in your face, you claim you had GOOD INTENTIONS but everyone else ruined it. You cause this whole mess just so you can drag people through the mud – Just remember, buddy, He without sin should cast the first stone; and from what i know and heard, you have a lot of skeletons piled up in your closet that i'm sure a lot of people would like to know.
Comment by Cynictis — September 1, 2010 @ 5:55 pm
Wow, I am suprised by a few of the comments here. The level of intrusion into your online activity personal and proffesional is astounding. Highly targeted advertising is not new and only getting worse. Your customers cannot open an email from you in their gmail account wihtout being propositioned by a multitued of your competitiors. You cannot search , stumble, tube , online date or even facebook without expsoing yourself to sniper advertising. Let's face facts we are now or soon will be all a part of this behaviour. Google and Facebook are not ethical in their business dealings, they will use every piece of personal information and competitive information to identify you for targeted marketing. They know what our search interests are , our friends and associations and all of our social media efforts. It is amusing how we are being trained in ethics by these 2 organizations. White hat, grey or black , I believe you should follow the needs of your business or clients and focus on prodcing results in a very competitive marketplace. If you do not know the many tools and applications for those tools your competitors are using against your online growth efforts , how do you expect to make informed decisions on how to move forward.
Comment by Barry — January 10, 2011 @ 8:45 am
All this discussion just makes me even happier that I run an ad blocking program and never see any facebook ads.
Comment by SeeNoEvil — April 21, 2011 @ 5:17 am
Leave it to a Chinese guy to talk about stealing customers.
Comment by Jah — August 21, 2011 @ 9:36 pm
Basically i get idea's from competitors fanpage but don't copy same because each niche is different
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Comment by Sure Shot Equity Tips — December 13, 2011 @ 2:05 am
your competitors will certainly notice your ads (if they don’t, then you’re not effective or they’re not monitoring Facebook)—and some of them will send you a hastily written threat. If you do competitive targeting, be prepared for these angry responses. Even though what you’re doing is 100% within Facebook’s advertising guidelines, they won’t know this and you’ll have to decide how to respond
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Comment by Stock trading tips — December 14, 2011 @ 3:45 am
Im not sure what you mean by targeting your competition, as facebook ads do not allow you to choose a competitors page as a target for the very vast majority of pages, unless they are a large company. (for example, if I worked at Quiznos, i CAN find the targeting to go after those who like Subway)
For example, I am a social media agency. I have 2 competitors locally who have facebook pages. I want my ads to show up when people are on their page. But facebook will not pull targeting up this way.
So I assume you are speaking here in this post about large corporations unless i am mistaken, because I have tried forever to figure out how to target local small business easily.
Comment by @talkingfinger — January 3, 2012 @ 2:35 pm