Who are your customers ?Getting to know who your customers really are is a crucial step for a successful Facebook Ads campaign. With more than 1 billion users with a Facebook account, it’s absolutely critical for the success of your campaign to target only those who are potentially interested in your product.
Luckily, Facebook offers a wide range of targeting options that will help you find the right niche! Remember that advertising is about getting customers, not cheap clicks. Choose the audience who’ll see your ads and keep testing different targeting options to find your sweet spot.
Demographic targetingThe first set of options to refine your audience is pretty straight forward: Basic demographic information.
Location: From country to zip code, both big brands and local shops can target their potential customers.
Age: Do you want to appeal to teenagers, young families, or retired people? You have the flexibility to choose any age range.
Gender: Target specific genders. Now that Facebook offers over 50 gender options, this is much more useful for some businesses than other ad platforms.
Facebook recently improved these options giving you much more granularity over who will see your ads. Clicking on the “More Demographics” button will offer you a wide range of options for every need.
Just click one of the targeting topics in the menu and you’ll be able to refine your audience based on many options. As an example, you’ll be able to target people by their political views, life events, job titles, ethnicity, and so on.
When using these advanced options, always keep in mind that some of them only apply to United States citizens and may not work outside of the country. Finally, since they’re pretty new, they often return a very small target audience. Be careful not to limit too much your reach.
Interests are one of the best Facebook ads targeting options as they allow you to target people specifically interested in a subject related to your product. For example, you could target people interested in your competitors or your broader market segment, or magazines and blogs covering your market.
Precise Interests: Precise Interest Targeting lets you target your audience based on their profile information. This includes their likes and interests, apps they use, Pages they’ve Liked, and more (you can even target your competitors’ fans!). Start typing an interest and a list of options will appear. You can also click “browse” to see some broad categories suggested by Facebook. Once you’ve added some interests, Facebook will also recommend similar ones. Adding more than one interest will target people with at least one of them so you’ll make your reach broader.
Behaviors: Unlike Precise Interests, behaviors allow you to target people by purchase history, intent, and more. This data is gathered by Facebook analyzing many factors and also using external data sets. They are not always useful, but when they are they work great! As an example, you can target people currently traveling or planning their next trip … priceless if you’re in the hotel or event booking market. Check them out and see if they can work for your business.
ConnectionsThe Connections option can be very powerful for your Facebook ad targeting, especially if your business has a strong Facebook following already. It allows you to target people who are fans, friends of fans, or not fans of your Page, app, or event.
Here are some ways you can use advanced connection targeting for your ads:
Get new Page Likes by excluding your current fans and targeting only new potential fans
Improve the reach of your Facebook posts by targeting your fans and their friends (and thus increasing the likelihood they will reshare your sponsored content)
Provide social proof for consumer products by targeting your fans’ friends. This works much better for B2C than niche B2B products. Targeting your industrial engineering products at a mechanical engineer’s friends probably won’t generate much business.
There’s a reason why Facebook has decided to insert this once-unknown feature as the first targeting field in their new ad’s creation interface: Custom Audiences are an extremely powerful way to target users.
Here’s how it works: If you have a list of email addresses, phone numbers, or Facebook user IDs of people you know are interested in your product, you can upload this list to Facebook. This list will be used to create a Custom Audience containing all the people Facebook found using your list.
This is very exciting because it’s basically the missing link between the Facebook world and all your external data. The possibility are endless. You can target your existing customers to upsell new products, newsletter subscribers to convert them into customers, and so on.
Fully explaining how to create Custom Audiences and all the endless opportunities linked to them is outside the scope of this guide. However, if you’re serious about Facebook Advertising, you must start using them now.
Once you have your Custom Audiences created, just start typing the names of people on your list in this field and they’ll show up. You can target multiple Custom Audiences and even exclude them from your ad targeting. For example, if you’re running a campaign to get more users to sign up for your product, you may exclude a list of all those that already did.
If you want to know more about Custom Audiences, how to create them, and how to get the most out of them, check out our Complete Guide to Custom Audiences eBook for free.