Can Interest Targeting Improve Facebooks Ad Model?

Most people don't hear the name "Leighton Meester" and think "jewelry," but there's a strong correlation between the Gossip Girl star and consumers who are in the market for some bling.

The relationship had been unexploited and probably unknown until SocialFlow, the New York-based social media marketing firm, crunched the numbers. Working on behalf of a large jewelry client, SocialFlow was able to buy ads against Facebook conversations about Meester.

The result, says Frank Speiser, co-founder of SocialFlow, was a 2x to 3x jump in click-through rates for ads.

Since CTRs for Facebook ads are notoriously low, the actual figures are unlikely to impress outsiders, but getting a 0.…
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