Facebook gives you a lot of targeting options when it comes to advertising. However, you need to know who your target audience is, and what audience contains your potential customers. This means you have to test between different audiences to find out which one generates the most revenue.
Before anything else, let me give you a quick summary about audience targeting. You can use it to find people across various devices, like in desktop computers, tablets, smartphones, etc. It’s all about delivering your message to your target audience. Today, about 80% of marketers rely on it to focus their campaigns on the right people.
Again, I strongly recommend you use Power Editor to create your ad campaigns. Power Editor provides a lot of features that are not available in Ads Manager, and makes bulk editing a breeze.
Now that we’ve got that covered, let’s start digging into how you can target Facebook users and create audiences.
When creating an ad, you need to determine the following:
- Locations
- Age
- Gender
- Connections
- Languages
- Interests
- Behaviors
Example:
Locations
This one is quite obvious. Here, you can add a country, state/province, city, or ZIP.
Let’s say your ad is targeted to any English-speaking county, like the United States. But what if you have a landscaping company and you want to target a specific state in the country? In this case, I will type in a city.
Take note, however, that Facebook will not let you target two specific cities within two different countries, so you’ll have to create two different ads or campaigns to make this possible.
Age
This is where you select the minimum and maximum age of Facebook users who will find your ad relevant.
Since there is no specific age group for landscaping purchases, you could possibly eliminate ages 18 and below, or just set the targets to 18 to 65. You’ll be targeting more specifically later on, so it’s really up to you.
Gender
Obviously, landscaping purchases are not gender-specific. At this point, you probably have no idea who tends to cause landscaping purchases to happen in a household. You could just target men and women who are in your target country/state/city.
In this example, we’ll make one ad set for men, and one for women.
More Demographics
You can use these targeting options to choose specific audience segments related to different categories. When clicked, you’ll see the following options:
- Relationship
- Education
- Work
- Financial
- Home
- Ethnic Affinity
- Generation
- Parents
- Politics (US)
- Life Events
You’ll see a whole other world of different options once you start clicking around.
In this example, my target are homeowners.
Interests
Here, you can reach your audience based on their interests, including ones from their timelines as well as those tied to Pages they’ve liked or keywords related to those Pages or apps they use.
Behaviors
With this, you can reach your target audience based on their online activities (not just on Facebook), the type of devices they use, past or intended purchases, travel, etc.
In this case, landscaping costs a lot of money so my target audience are probably Highly Likely Investors.
Now isn’t it a piece of cake?
Audience Targeting is certainly the most important part of advertising on Facebook. Ad images comes second.
Today, Facebook has provided us with a lot of great targeting options, especially since they’ve revamped their interface and offerings a few months back. Try experimenting with audience targeting and let us know what results you’re seeing. Also, let me know if you have questions.
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