Last week, I wrote The Best Way to Boost a Facebook Post and mentioned how personal you can get with targeting for advertising on Facebook. This week, I am following up with:
How-to Target Your Audience Using Facebook Power Editor
“Edit Audience” is where I will begin.
First off, remove “All United States” from Locations, even if your product is nation-wide. Running a campaign with simply “All United States” may bring great CTR or CPC or maybe even have a great Cost Per Unique Click, but in my experience, the conversions that have come from doing that have been…. flat to say the least. That might just be me though.
In place of that, add a city or zipcode. The mile radius is up to you. If you are advertising nation-wide, put in various cities that you wish to specifically target and exclude. (Don’t be afraid to target those smaller cities too.)
Age and Gender
The Age and Gender choices are also all up to you. Be true to your product and don’t just go with the defaults because it gives you more reach. More reach doesn’t necessarily mean more qualified customers.
Now, my personal favorite part of Facebook Power Editor targeting: Demographics. This is where you get to put in to good use the research you have compiled in regards to you demographics.
Let’s say that you have a product called “Bachelor Chow” (Futurama rocks) and you want to target young men that are college graduates age 23-40 that are interested in women that work in IT or with computers, makes $50-$75k per year, and have had a friend that has been recently married. You can do that. See:
The more demographics you know, the better off you are in advertising on Facebook. Keep digging, you never know how far you can narrow your search. Just don’t narrow it too much or else you won’t be reaching new people.
Go ahead and click the “Advanced connection targeting” option. This will bring up these options:
You will have to choose which one of these you want based off of what your advertising is trying to accomplish. Read each of the descriptions closely to figure out which one is right for you. I suggest you use “Exclude people who are connected to” for like campaigns and “Include people who are connected to” for a giveaway or exclusive deal.
This is up to you, but I usually just put English.
As with Demographics, searching for Interests is easier if you know your audience.
Interests are things people interact with, are interested in, and like.
Interests are not cancer, sickness, tires, states, cities, etc…
Interests are “or,” not “and”
If you are promoting a hospital, don’t put in “cancer, sickness, car accident,” because no one is going to have that as an interest. Also, don’t put in states or cities. Not once, not 39 times.
Now, lets say you were a restaurant of some sort. You might want to do research and see who your competition is in your city and search for them as an interest. If you were a pizza place, you might want to put all the big chains as well as local competitors. If you have a happy hour, search for that and see what pops up. There are a number of Interests to target, but try to keep those 3 things I stated above in your mind and you will be okay.
This is where, well… you target the Behaviors of people. Once again, it pays to know your audience when changing Behaviors. If you haven’t done all your research, you might want to just leave this option be.
With Behaviors, you can target things like people’s “Purchase behaviors” (E.G.: coupon users, cereal eaters, fitness junkies, high end retail shopping) as well as people that are recent home buyers, people looking for a certain type of car, and even people that have donated to various charities.
Creativity is a huge benefit when trying to locate your specific audience when dealing with Behaviors.
If you really want to create great ads for a campaign, you can’t just make one ad, you have to make many. This is called split testing, which requires different interest targets, text on the ad itself, and even pictures. The whole process of split testing is a bit more complicated than it sounds. Check out this Facebook Ads Split Testing 101 breakdown if you want to learn more.
With that being said, now it is your turn!
Comment below and tell me how your Facebook advertising went! I will reply.
If you want a few examples of Facebook Pages that are “doing Facebook right,” check out this post.
If you would like to check out my last week’s post again, click here: