Ready to master Facebook ad targeting? If so, this is the perfect post for you. Ad targeting is paramount to Facebook ad success. Why? It's quite simple over 1.45 billion people log in to Facebook daily. According to Statista, that's more than the 2.16 million people any TV advertiser can reach on FOX television network. Most brands and businesses do not have the budget or need to advertise to an audience of that magnitude. This is why becoming a master of Facebook ad targeting is so crucial.
Advertisers who can successfully target brand buyers or action takers can break the internet and catapult sales. That's not an exaggeration. In fact, becoming a Facebook targeting master is 2021 biggest business growth hack. So buckle in and get ready to learn how to use Facebook targeting like a pro.
What is Facebook Targeting?
Facebook targeting provides advertisers with many opportunities to engage their respective audiences. Though keep in mind ad targeting should be strategic. Always begin targeting with specific objectives. Identifying the proper objectives targeting is meaningful and can be measured towards a specific end goal. Facebook categories objectives into 3 high level opportunities:
When creating a new campaign always develop a strategic rationale behind those campaigns otherwise targeting will be moot. For example, is you are using Facebook lookalike audiences to target similar customers and drive sales conversions but select brand awareness as the campaign that's not necessarily the idea option.
Now that you understand the importance of pairing proper objectives with targeting, lets dive into the different targeting methods.
Facebook Ad Targeting Methods for Beginners
Advertisers can target a specific audience, according to their age groups, location, interests, jobs, education, and income. Note, these are just a few basic methods to employ advertising in your marketing stack. That said, when it comes to mastery the basics are a great place to start.
Targeting via Demographic, Interests, Behavior
Let's say your brand sells collagen peptide protein powder specifically for women in between the ages of 29 - 55. At the onset you can use basic ads manager targeting options to define your audience criteria.
Apart from age, gender, and location advertisers can dig even deeper and target people with more granular interests and behaviors. Following this example advertisers can also target granular online behaviors like 'health and beauty page admins'.
This detailed approach can be particularly useful for new brands interested in increasing brand recognition.
Targeting based on Connection Types
Let's imagine you've managed to build a thriving Facebook page audience. This is true for many interactive brands, artists, entertainers, influencers, and communities. In this case, targeting based on page interactions can be a huge opportunity.
For example, an advertiser may want to expand their audience and reach more top of the funnel users. In which case, advertisers may exclude Facebook users who have already liked the page.
In contrast, brands may decide they want to reach people who are already aware of their brand and closer to the bottom of the funnel. In which case, advertising directly to people who have already liked your page is an excellent course of action.
Types Of Facebook Audiences
Now that you understand the basics of targeting lets dig deeper into the different types of targeted audiences you can create for Facebook ads.
Facebook Custom Audience
A Facebook custom audience is probably the most valued audience. Custom audiences allow you to retarget website or application visitors.
How to Create a Custom Facebook Audience?
Creating a custom Facebook audience is very easy, and it will help you very much with your product promotion, and this will make your ad more efficient.
Follow these steps to create a Custom Audience:
- Create a Facebook Custom Audience
- Select the “Customer File” option
- Select whether you wish to add a customer file or import contacts from MailChimp
- Import your customer data to create a new Custom Audience
- Select the identifiers
- Upload a customer file
- Give your Custom Audience a name
Your audience can include up to 15 identifiers and the most used identifiers are:
- Mobile number
- Mobile advertiser ID
A Facebook lookalike audience also known as an LLA describes a list of users who have the same interests or similar demographic characteristics.
How to create a Lookalike Audience
Follow these steps to create one by yourself:
- First go to Facebook Ads Manager
- Then click on the hamburger menu and select audiences
- Select the "Create Audience" dropdown and choose Lookalike Audience
- Choose your source. A source can be a Custom Audience not created with your pixel data, your mobile app data or fans of your Page. Consider using a group of 1,000 to 50,000 of your best customers based on lifetime value, transaction value, total order size or engagement
- Choose the country/countries where you'd like to find a similar set of people
- Choose your desired audience size with the slide
- Select create audience
Every time you create a new ad set you're essentially creating a new audience. Though, most people don't understand how to properly use this powerful organizational feature called "Saved audiences". Jon Loomer crafted a pretty powerful post about templating saved audiences (worth the read). In short, a saved audience can actually "save" advertisers a great deal of time when launching a new campaign. Instead of resorting to targeting on the fly create a set of saved audiences from scratch for each brand you manage. You can create "saved audiences" for all stages of your funnel by simply navigating through the saved audience wizard.
Targeting for Different Campaign Structures
Now that you understand the different types of audiences let's address targeting for different campaign structures.
Cold Traffic Campaign Structure
Cold traffic campaigns target people who don’t know about your brand or business. These people are completely new to your product and they’re seeing your ad for the first time. Marketing to this audience will increase brand recognition.
You can use tools like “Mocking Fish” to check on the trafficking of your web. For example, a list of people who visited your website and didn't buy anything from your website, this tool will keep an eye on your website and check those emails.
And Facebook allows you the target people with the same interests, location, age, income level, gender. Apart from these there are some more aspects on which Facebook will allow you to target people, they are:
- Life events- such as recently married couples, or a newborn child
- People who speak a similar language
- Lookalike Audience
- Interests and Brands that users commonly follow.
Detailed targeting means, targeting your audience using some specific parameters such as location, age, gender, interests, etc. These help you to increase your brand's reach and recognition. This also saves you a lot of revenue and time as you know, to whom to target your ads. A long time ago people used to waste a lot of revenue in marketing, and now that’s saved with detailed targeting.
The following steps can tell you how to target people using different parameters.
You can target your audience with the same by country, state, zip code, locality. You can also target people with their work location and where they live, this is a way more specific targeting than the others.
2. Age, Language, and Gender
You can also target your audience using age, language and gender. If you want to target a particular ad to a specific age group or, a specific gender, or a language. First, you need to create a Facebook ad and then you can edit your preferences, in the Ads Manager, and you can target people with these similarities which are listed above (age, language, gender).
Targeting an audience with the same interests means, for example, you like sweatshirts and you buy them through E-commerce sites, then the ads can target you using the interest of sweat Shirts. By which, sweatshirts ads will be popping on your Facebook timeline. If you like torn jeans, and you shop them from an e-commerce site frequently, then a torn jeans ad will pop on your timeline.
The tools which will help with interest targeting are:
- Audience Insight
- Interest Explorer
- Ad Targeting
- Interest Insights
Testing Facebook ads start with creating potential audiences based on different interests, keywords, and targeting. The narrower each audience and their sources are, the more accurate your results will be. Test an ad that you think will perform well across multiple audiences to see which audience responds best.
The number of different audiences and variables that can be tested will greatly depend on the size of your budget. While a large budget like $5000 allows you to continuously test and optimize your ads and your audiences, a smaller budget might limit you to testing against 10–20 ad variables with five different audiences.
You must test the potential audience that you have created using a specific audience or keywords against high-value “Lookalike Audience”.
You can target people with similar income. In order to do that, you need to create an ad campaign and select the age group, gender and location you need to target. Now, what you’re looking for is the demographics drop-down, and under that, the Financial drop-down, then select the income range you want to target, which can be 10k-20k,20-30k... So, on and you can target your ads to them.
5. Special Ad Category
What is the Special Ad Category? This is the new classification for ads linking housing, jobs, credits, these three types of ads were chosen because of the long-running history of discrimination in the housing, credit, and employment areas and because of the importance that a person can get a job, have a place to live, and have access to credit.
Facebook created this new category to enforce its principles against discriminatory advertising, and this category also helps in preventing discriminatory actions based on demographic characteristics, such as age, gender, etc.
And if your ad falls under this classification then Facebook will limit your targeting options, and also will prevent you from creating new categories based on age, gender, location, zip postal codes.
Instead, you can make a “Special Ad Audience,” and Facebook will show your ad to people whose online behavior is similar to your current customers, without matching by demographics. Then, aside from these restrictions, the special ad category is like all the other targeting ads.
Lookalikes is a hot topic in the Facebook Ad community because this method can make a huge difference in promoting your product.
It is a wonderful way to target a good and quality audience. If you choose the size and quality of your audience smartly, then you can have a huge difference in your sales. Some good sources of Lookalike audiences include:
- Previous customers
- Newsletter signups
- Facebook followers
- Frequent website visitors
- Frequent video viewers
And you can pull data from “E-commerce Insight reports” and manage your ads as per the reports.
Overlays means, narrowing down your target audience. How can you narrow down your target audience?
For example, if you want to sell gaming equipment, then target all the teenagers and men under 25, who are likely to play a lot of video games.
In contrast, if you want to sell toys for children below the age of 8, target parents and that will get you more sales. This method will help you to narrow down targeting options.
Warm traffic means people who visit your website, and sign up on your website and read your content. Followed you on social media, such as Twitter, Facebook, Instagram, but never bought anything from your website, these audiences come under warm traffic.
Despite watching your content and following, they didn’t show any interest in your products. So, displaying them more about you through ads and encouraging the warm traffic to make a purchase must be your goal.
Warm Traffic Campaign Structure
Retargeting your audience will bring you great results at a very cheap price, and this is the most effective way to retarget the audience who visited your website and know about your content.
What does a warm traffic campaign do?
This campaign targets people who are familiar with you and encourages them to make a purchase.
How to retarget the audience?
This is a very easy process, you need to target people who visited your website, or signed up on your web page, and people who follow you through various social media platforms such as, Facebook, Instagram, Twitter and many more.
Apart from that, you can also target people who downloaded your free e-books and people who engaged with your ads and posts on Facebook.
Another thing, a custom list is uploaded in your ecommerce store which contains customers, newsletter subscribers.
Tracking and Monitoring
You must have your Facebook pixel connected to your ecommerce website, when you connect your ecommerce store with the Facebook Pixel Id, then your website will start tracking the orders and add to carts on your website.
Why is tracking important?
This helps you to know what group of people are buying your products, with that data you can target people more precisely. And also engage and encourage the other groups of people who aren't interested in your products or people who don’t know about your product, through your customized Facebook Ads, and encourage them to buy your products through those ads.
Tracking helps a lot, and if you take them and work on them, you can have great results and a hike in your business.
And also tracking down your comments on your posts and activity on your ads, will help you increase your business.
How can you track?
You can track using some tools which are out there, the top tools available are:
- Social Status
- Icono Square
- Social bakers
- Rival IQ
- Facebook Insights
These are some useful tools you can use for tracking your Facebook ads.
What is Monitoring?
Monitoring is the process of identifying, tracking, and responding to individual brand mentions on social media, blogs, websites, review sites, and forums to learn what people are saying about your brand, products, and competitors online.
Monitoring addresses customers on a micro-scale. This is when care representatives or social media managers respond to incoming queries, issues, and comments. They monitor a feed of notifications and provide an answer or refer the person to the right department, as they might in a call centre.
Facebook ad monitoring helps you to target your ads more carefully, you must check your campaign statistics daily, through the Ads Manager, and this must be the most regular visit during your campaign. Here you get the information about the demographic information, and you can check whether your ad is working properly or not. You can also view the money you have spent on that particular ad.
In case, if you are not happy with the ad you posted, you can change the pictures and titles and target audience in Ads Manager, you can only know about them through monitoring. If you frequently visit your Ads Manager, and you find that you need to change the target audience to work out better for you, this can only happen through regular monitoring of your ads.
So, tracking and monitoring are very important for your product growth, as they help you to rectify your mistakes and make your ads better every time, and that can bag you up with more money and increase the reach of your brand.
Hey, now you are a Facebook Target expert, and we have covered most of the important information for you. Let's recall everything we learned once:
- What is target marketing.?
- Types of Facebook Audience?
- What is detailed targeting?
- What is cold traffic?
- What is warm traffic?
- What are Tracking and Monitoring?
With all this information, one can easily understand Facebook Target Marketing and can make a huge difference in their marketing strategies and can manage their ads perfectly.