Targeting Customers on Facebook Advertising

Facebook became famous through one simple idea: the social network, which allows users to arrange online networks by region, interest, and multiple circles of “friends.” Facebook Advertising offers companies an invaluable way to use these same network connections to spread the word about their services and products. In this tutorial, we’ll learn how Facebook Advertising zeroes in on a customer base by setting a wealth of marketing information at your fingertips.

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Photo Credit: Now Creative Group (http://www.nowcreativegroup.com/services/facebook-ads)

Why Is Targeting So Effective?

Facebook is effectively one big sorting mechanism – users love it because it gives them easy tools for finding community. Your objective is to mimic this same specificity so that your ads can reach customers likely to buy from your company. Facebook recently introduced improvements to its Custom Audiences feature in recognition of this specific advantage.

Go here to learn about Facebook’s other innovative marketing tool, Facebook Live.  

Ad Targeting

Demographic Targeting

Facebook gives you an array of options to outline the customer base you want, starting with demographic information. You’ll see fields for Location, Age, Gender, and Languages; Facebook gives you a “More Demographics” option that includes a wide range of specific interests and characteristics.  Be careful not to skew too narrow!

Interest Targeting

Facebook also allows you to target customers by Interest, an invaluable feature on a social media site. You can select by Precise Interests interests listed in Facebook profiles, but you also have the option of targeting customers based on Behavior – for example, you can sell shoes to a customer with a history of clicking through on Zappos ads, or cookbooks to a customer who routinely shares recipe tutorials.

Connections

Facebook is a social media site, which means that ad campaigns can harness a sprawling network of connections to increase the scope of their message. Facebook Advertising allows you to customize these features for your campaigns. You can target fans as well as their friends and connections to create an expanded customer base. Just use the “Advanced connections targeting” feature to choose which circles to include.

Custom Audiences

Custom Audiences is a premiere feature for Facebook Advertising’s latest update, and for good reason – this feature allows you to combine your external data with Facebook’s innovative market research toolbox. You can upload a list of contacts, usernames, or emails, and Facebook will allow you to target every user they can find on that list. With this feature, you can reach every lead on Facebook – and then start connecting with everyone on their friends list!

Structuring Your Campaign

After you’ve designed your ad and chosen a customer demographic, the next step is to develop a structure for your campaign. Thanks to Facebook Advertising’s automated setup, this is straightforward. Each campaign is set up in three tiers: Campaign, Ad Set, and Ads.  Each Campaign corresponds to a single objective, like “driving website traffic.” The Ad Set tier is where you set budgeting and scheduling limits. Individual Ads fit seamlessly into these parameters; the new Ad Set feature gives you a chance to separate budget and scheduling limits more carefully – for example, you can choose one high-frequency Ad Set for younger customers, and one more schedule-specific Ad Set for older working adults.

Tracking Ad Performance

Remember – the key to digital marketing success is analyzing performance. You need to know whether your target customer demographics are responding to your campaigns. Luckily, Facebook Advertising has you covered – the first thing you’ll see when you check into Facebook Ad Manager is a list of your past campaigns with a set of straightforward performance metrics. You’ll be able to check cost, clicks, and reach on the same screen.

You can find more detailed information using Facebook’s new Reports feature. Your key stats here are Action, which lets you investigate how much customers are engaging after they see an ad; and Cost, which lets you see a breakdown for how much this engagement costs you.

Facebook Advertising allows companies to turn their wide-reaching social network into social network marketing. This guide should give you all the information you need to outline customer targets and build sophisticated Facebook Advertising campaigns. Give Facebook Advertising’s customization tools a try!

Check out our guide to creating quality content for social media marketing.  

Are you interested in learning more about Facebook Advertising and other digital marketing opportunities? We recommend teaming up with a digital marketing firm that prides itself on providing customized technology solutions to every client.  Contact Square 1 Group for a consultation today!