Ever wondered how you can maximise the use of Facebook’s Ad function to suit your audience?
Facebook Ad Target Audiences
With over 2 billion active Facebook users every month, it is no wonder that many companies make use of Facebook’s platform to advertise their brands. The main issue that most companies face today is to identify and target the right audience for their business.To put it simply, the key is being specific. By selecting customers’ demographics, interests and behaviours, companies can connect with potential customers on Facebook.
There are 3 main options for choosing one’s audience on Facebook:
- Core audiences / Saved audiences – audiences who are selected based on characteristics such as age and location.
- Custom audiences– customers who are connected from companies that upload their contact lists onto Facebook.
- Lookalike audiences– finding similar people on Facebook using customers’ information to find them.
Facebook provides numerous ad-targeting options, that companies can in order to find the correct target audience. This ensures that the audience definition is not too broad or narrow. If the audience specification is too broad, it will require a large budget. If it is too narrow, the company risks not making enough revenue, and thus results in people getting sick of seeing those ads. It is important that a company sharpens its targeting abilities, as this will allow them to attain better results.
There are 5 categories for Facebook’s ad-targeting options:
- Demographics: Information that users have already shared about themselves on their Facebook page.
- Interests: Information based on what users have added onto their timeline, what pages or ads they have liked and what apps they use.
- Behaviours: Based on users’ activities on or off Facebook, what their purchase behaviours are like, travel preference, fashion style, etc.
- Connections: Based on users’ relationship with your business, whether they liked your page or joined your events.
- Remarketing: Using the information you already have on prospects and current customers, companies can serve ads to a custom audience of people who have interacted with their brand before.
Facebook ads can target people based on an individual’s characteristics or information that they have posted on their profile page.These include their location, age, gender, ethnicity, language and personal information such as education level, relationship status, work and life events. This will help businesses narrow down their key target audience.
In order to reach out to specific audiences, companies can look at their customer’s interests, activities, the pages they liked and other related topics, thus enhancing and expanding the ad’s reach. These interests can include the type of business or industry, entertainment, fitness, food, hobbies and sports that the audience prefers.For instance, identifying customers’ interest in physical fitness and wellness can enable a Pilates studio ad to find their specific target audience efficiently.
Companies can target their audiences from monitoring users’ behaviour or activities on or off Facebook. With access to trillions of data transactions, advertisers have the power to reach beyond their own CRM databases. Facebook advertisers use this data to target audience segments by thousands of different purchasing behaviours. For instance, purchasing behaviour subcategories such as Buyer Profiles, Clothing, Food & Drink, Health & Beauty, enable advertisers to drill down into the types of behaviour of consumers.Furthermore, Facebook can show companies how many user profiles they can target in each subcategory based on their aggregated, multi-sourced offline transaction-based data.
Advertisements can also reach people who have a specific kind of connection to a business page, app or event. This narrows the audience to include only people with that specific affiliation and that also meet the other targeting categories that the company selects. This particular target audience can have connections to other people that can be tapped on by the companies as well.
Finally, businesses can retarget their audiences, by targeting consumers based on their previous Internet actions. Companies can do so by viewing who has previously visited their websites, made a purchase on their site or on their email list. This way past visitors will be able to view these ads while surfing the net.
In summary, the best ad targeting strategy is diversified and comprehensive companies understand that there is no one-size-fits-all strategy, and therefore must test to learn what works for them. Testing various types of strategies can help brands understand where and how they fit into their target market segments. It is also important that businesses identify their target audiences correctly – by making sure that the specification is clear – so that that they can make use of the ad targeting tools and options available for them.
Adkins, B. (2017, September 18). Closer’s Cafe. Retrieved May 15, 2018, from Facebook’s Exhaustive List of Ad Targeting Options in One Legendary Infographic: https://www.closerscafe.com/facebook-ad-targeting-options-infographic/
Ahmad, I. (2018, May 8). SocialMediaToday. Retrieved May 15, 2018 from All of Facebook’s Ad Targeting Options in One Epic [Infographic]: https://www.socialmediatoday.com/news/all-of-facebooks-ad-targeting-options-in-one-epic-infographic-1/523005/
Kim, L. (2018, April 9). WordStream. Retrieved May 15, 2018 from 5 Ridiculously Powerful Facebook Ad Targeting Strategies: https://www.wordstream.com/blog/ws/2015/01/28/facebook-ad-targeting