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Case Study: A Facebook Experiment in Ad Targeting

by Jason Alba, Kimberly Smith  |  
August 11, 2009

Company: One Day, One Job
Contact: Willy Franzen, Founder
Location: Chicago
Industry: Human Resources (Internet)
Annual revenue: Confidential
Number of employees: 1

Quick Read

One Day, One Job—an online company that specializes in helping college students find entry-level jobs—aspired to grow its Web traffic and was attracted to Facebook by the vast numbers of active students on the network.


Although the company set up a Facebook Page, it was more interested in leveraging the precise targeting capability of Facebook's advertising platform.


The company initiated a dual campaign with some ads targeting Ivy League seniors and the rest targeting seniors from 40 other top-rated schools, both on a CPC and CPM basis. Ad copy included the phrases "Ivy League" and "elite colleges and universities," respectively.

For the CPM campaigns, 8,000 impressions were allocated to the Ivy League ad, and 14,000 impressions to the version targeting other schools. Click-through rates averaged 0.06% in both cases.

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Jason Alba is the author of I'm on LinkedIn—Now What??? and is working on his second book, I'm on Facebook—Now What???. He blogs on networking, career management, personal branding, and job search topics at JibberJobber.

Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Josue Cevallos Thu Sep 10, 2009 via web

    I see this becoming more popular and a great way to stand out from the crowd when applying for jobs.

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