Do you know how to use Facebook’s targeting features to get better results with your Ads?
Facebook is, first and foremost, a social media network.
It allows people to share information on their lives and interests and interact with the people belonging to their circle (or even meeting those outside). Users have the ability to connect with the brands, groups and organizations that they like.
In 2013, Facebook established partnerships with data brokers such as Datalogix, Epsilon and Acxiom. Between them, these companies have access to trillions of data transactions each year and crucial information on around 500 million active consumers across the globe.
Facebook was transformed from a mere social interaction site into a vast online marketplace where businesses can connect with existing and potential customers.
The social media giant revealed this year that on average, a person spends 50 minutes on its platform each day. That’s one-sixteenth of an average user’s waking time, and more time than people would spend on reading, playing sports or attending social events.
Businesses must take advantage of their target consumers’ online presence and focus on advertising on Facebook. This gets their brand names right in front of the users who are most likely to convert.
As such, businesses and marketers can make use of five specific Facebook ads targeting strategies:
Strike up a conversation with your target audience
Thanks to Facebook’s ad targeting capabilities, you gain a clear idea of who you are speaking to.
There is an expansive list of the social network’s targeting options:
- By demographic (Age, location, languages, gender, education, financial, relationships, etc.)
- By interests (Business and industry, entertainment, food and drink, shopping, etc.)
- By behaviours (Digital activities, purchase behaviors, job roles, travel, residential profiles, etc.)
Audience Insights is a great tool to find the right targeting for your Ads.
With knowledge of these, you can then create copy and creative materials that cater closely to the specific audiences that you are aiming for.
Take advantage of Layered Targeting Options
Of course, there’s no reason to limit yourself to a single targeting option — you can build a more specific audience by combining these targeting options, layering them one on top of another.
You can mix interests, demographics and behaviors to match your ad campaign to a smaller but more refined audience.
For example, you can target women in their 30s who consider themselves as foodies and have made major kitchen appliance purchases within the last three months.
Harness Life Events targeting
Facebook users are quick to post about their life events — engagements, weddings, new jobs, house purchases, the death of a loved one.
You can structure your campaigns to zero in on users experiencing life events that are relevant to your business.
If you are a caterer, for example, you could target Facebook users who plan corporate events or a couple who will be celebrating their 25th wedding anniversary.
Create Lookalike Audiences
Lookalike Audiences enables marketers to create audiences that look like your own actual targets. Essentially, this helps them expand their advertising reach across Facebook by targeting individuals with highly specific profiles.
When you’ve chosen the audience you want to replicate, you’ll be able to display your ads either to the top one percent of Facebook users that possess similar traits to your created audience, in your target location, or 10 percent of Facebook users in the target country who are most like your chosen audience.
Cultivate loyalty with Facebook Custom Audiences
Finally, this advanced feature allows you to connect with your existing contacts and build lifetime value.
You create a Custom Audience by uploading your subscriber email list or customer phone list to Facebook.
Another way is to create an audience based on the specific actions they performed on your app or game, or based on the pages these people visited on your website.
Facebook is a powerful social media platform that has an immense reach and making use of Facebook’s targeting options will improve your content marketing approach.
Facebook allows you to clearly understand your target market while you build a custom audience by layering targeting features and targeting your posts towards users who post life events.
If you want to improve your online presence and get more leads, book a complimentary chat with our team today.
Which feature are you going to implement to help you craft a Facebook campaign with better results?
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