No matter what your business is, your clients and customers are on Facebook. And the simple reason for that is the fact that Facebook has a tremendous userbase. Every single moment Facebook users are bombarded with ads. This means you have two options to stand out from the rest of the advertisers – you can either count on stunning creative or you can put your bets on precise targeting. In the best-case scenario, these two help each other but from my experience, I can tell that good targeting is far more important than any creative you or your team might come up with.
Why Facebook Targetting is of utmost importance?
To put things simply think of how you feel when you see ads in your newsfeed. If you ask 10 people whether they like seeing ads, 9 of them will answer that ads are annoying. I cannot but agree with that statement.
Unless the ads you see actually solve a problem. That’s the tricky part about online advertising – you don’t want everyone to see your ad. You want the right people to see your ad. When your ad is relevant it’s not perceived as annoying. Instead, it’s seen as an opportunity. Of course, the creative and the ad copy do affect potential customers but if your offer helps me solve a problem, I don’t care about the images you use.
When talking about problem-solving, I want to note that from an entrepreneur’s perspective everything can be seen as a problem – hunger, desire to travel, need to learn, and practically everything else you can think of. Your customers have desires and needs, which create problems when not satisfied. Your job as a business owner and an advertiser is to offer a solution.
Just remember that not everyone needs your solution. This is why one can see your ad as annoying while someone else will think it’s heaven-sent.
How to do Facebook targeting the right way?
First of all, targeting largely depends on your business. However, following these three simple tactics will help you find your audience on Facebook. When you advertise on Facebook you should always pay attention to three separate groups of people:
The general public – this group consists of everyone who may know or may not care about your offer. It’s important to market to these people because thus you raise awareness and get more people to know your brand. Over time, those who may be interested in your business and fall in this group will become your customers and brand ambassadors.
People who already show interest in your products and services. Let’s say you sell bike parts online. It’s not rocket science – you must advertise to everyone on Facebook who is interested in bicycles and cycling in general. The problem is that this group is finite and you should focus not only on finding new customers but on keeping your existing customers.
Your existing customers form a specific group, which is most likely to convert again. This is why it’s important to run Facebook ads, which specifically target your customers.
Broad Targeting is important because it fuels your marketing efforts in many ways. First, you reach as many potential customers as possible. Second, you feed your Facebook Pixel with data, which you’ll later use for remarketing, and third, you test your ad copies and creatives, which will later help you craft even more engaging ads.
Let’s go back to the bike parts online store example for a second. When I talk about broad targeting I don’t mean no audience narrowing at all. Here you can narrow your Facebook targeting mainly by age and location. So let’s say the majority of your e-commerce business customers buying bicycle parts are people aged 18-35. When you set up your campaign you should keep that in mind and create separate ad sets, each of which targets different age groups. For example, you can create one ad set targeting people between 18-24, another ad set targeting those aged 25-34, and a third ad set, which targets everyone above 35.
Another Facebook targeting option you can use in your broad targeting campaigns is to show your ads only to people located in specific geographic regions. Let’s say your e-commerce business is located in Texas. Do you ship only in Texas or do you ship all across the USA? Even more, do you offer worldwide shipping? Naturally, if you accept orders from the US only, you don’t want your ads to show in other countries.
Facebook Interest Targeting
Facebook advertising is so powerful because you can use all the data Facebook collects from its users. The Facebook algorithm knows pretty well users’ behavior and interests and the good news is – advertisers have access to that data.
So in our example, we can use interest targeting to find people who are interested in bicycles and cycling in general as they are more likely to need parts and accessories for their bikes.
In order to specifically target these people follow these steps:
- Open your Facebook Ads manager and create an new campaign
- The system will automatically create your first ad set
- In the Audience section, you can define what people will see your ad
- In the context of our example, we need people who live in the USA and are aged 18-34
5. The section we need is “Detailed Targeting”. In the search bar, you can type different keywords to narrow your target audience by interests.
However, there is one thing you have to keep in mind. Use only one interest per ad set. If you want to add more interests in your targeting, add them to separate ad sets. Otherwise, you won’t know which interest is performing better.
Targeting your existing customers
In our example, you run an online store for bike parts. You know that when we make online purchases we always give retailers our email addresses. You as an advertiser on Facebook can use these emails to find your existing customers and offer them new products and discounts and ultimately make them buy from you again.
In order to do that you have to create a custom audience. Just follow these steps:
1. Go to Audiences in your Facebook Ads Manager account
2. Click “Create Custom Audience” and then select “Customer List”
3. You’ll have to ask a couple of questions and then you’ll be able to import your customers’ emails
4. Once you import your customers’ emails your Facebook custom audience will be ready for use in a couple of minutes.
5. Now head back to your campaign and go to the Audience section where you can select the custom audience you’ve just created.
Now that you know how to do Facebook targeting it’s time for you to start experimenting with ad copies and creatives. Just remember:
– Use onle one interest/behavior per adset
– Create different adsets for each age group
– Create custom audiences