So I am sure you have done some Facebook™ Ads right? After all – they are all the rage – haha… It is pretty easy to get an ad going. Pick an image (or 6), put in your text, your budget then your targeting. But what do you pick for targeting? Facebook gives you so many options to choose from.
In fact – Here’s something to wrap your brain around: there are more potential Facebook audience-targeting options than there are human beings in the world. If you went through every demographic option, every interests option, every behavior option, connection, remarketing, and so on… it is possible to create so detailed an audience profile that you in all likelihood would develop an audience that doesn’t even exist.
Today I wanted to give you all of the options that you have available. But before we dive into all of the options that are available – I wanted to share some keys to getting started (as you will see with all of the targeting options it is easy to get overwhelmed).
1. Know Your Customers’ Interests
On Facebook™, you can target people who have expressed an interest in or like pages related to another page or topic. This is interest-based targeting, although it is commonly confused with “likes” targeting.
Interest targeting usually means that you’re targeting large audiences. So before you set up interest targeting, evaluate the size of your target group (ideally you want a large audience – preferably a million or more people, but not too large that it is too broad). For example Weight Loss is typically too broad of a targeting parameter.
2. Target People Based on Financial Resources
If you want to sell a product or service that is tied to affordability, this method is extremely useful. Listed under Demographics, this targeting option allows you to select among Income, Net Worth and Liquid Assets.
Targeting people by income, net worth or liquid assets usually works well as a stand-alone option. When businesses combine it with a behavior that best matches their target group, the audiences are often too narrow. The trick is to choose a broader behavior than usual in case the audience turns out to be small (for example 10-20K).
According to Facebook Power Editor, their data is “Modeled based on age, income, presence of children, occupation, property data, vehicle data, investment interest and census median data.”
3. Use Custom & Look a Like Audiences
If you have any traffic to your website or an email list – you that to your advantage! You can upload your email list (or buyers list to Facebook and they will match up that info to profiles on Facebook and create a custom audience that you can now send Ads to). Take it one step farther and create a look a like audience to get an even bigger audience that are 90 – 99% similar to your custom audience. This is super powerful and can really drive
Those are 3 items that we use all of the time for our targeting. And below is all of the available options for you when choosing targeting.
Here they are in 1 cool infographic.
This is current as of today. And Facebook™ is always rolling out new options within their ad platform. So use this list wisely and don’t over-complicate it! Keep it simple and test…