We recently ran a Valentine’s Day Facebook ad campaign for one of our restaurant clients. The campaign targeted men and women separately but with more or less the same message. You can see the ad below. When we originally created the ad, half our marketing department thought more men would respond while the other half said more women would. The people on the men’s side figured Valentine’s Day was a day that men plan and purchase for, which a little bit of research confirmed. (The American Express Spending & Saving Tracker found that men planned to spend more than women – $151 vs. $114- on their sweethearts) The people on the women’s side said women respond better to ads, regardless of what is being sold, which a little bit of research actually disproved. (eMarketer found that men go online more often, stay on longer and respond to ads more positively then women.)
So, who won our Facebook ad bet? The women. In a four-day run, women clicked on the ad 3.6 times more then men. Something to think about when making your next targeted ad.