Chapter 4: Facebook Ad Targeting (Basic)
Targeting is the most exciting part of Facebook Ads for me. It's not just where you hone in on your target market, it's also where we can maximize the dollar value we get from your ad spend.
As I said above, Facebook rewards advertisers whose ads are deemed "relevant." The best way to maximize relevancy is to hone in on Facebook users genuinely likely to care about your advertisement. This not only saves you money in ads, but ensures that the people who click on those ads are actually interested in your business' product or service - maximizing your ad return down the line.
Facebook Ad targeting is semi-ridiculous. For example, you can target by…
- Every job title and industry imaginable (including, but not limited to, "Sea Captain," and "Train Conductor")
- Every relationship category imaginable (including, but not limited to, "Newlywed - 6 months" or "Anniversary within 30 days")
- Every interest imaginable (including, but not limited to, "German cuisine," "Projectors," and "Mystery Fiction Books")
- Every behavior imaginable (including, but not limited to, "Returned from travelling within the past 2 weeks," or "Fans of 3 or more American football teams")
As I said… semi-ridiculous.
As an advertiser, of course, this level of detail is fantastic.
Just last night I was helping a friend create an ad set for his new company and we were able to target English-speaking rowers who had expressed an interest in motivational quotes (he's just started a company selling motivational posters in the rowing niche). Not bad.
Let's create a few Facebook Ad audiences to show you how you might uncover your own target market.
First off, let me explain how I tend to target my ad audiences:
Start big, and focus in. Use that "narrow audience" function until you get to between 25,000 and 200,000:
Ad Audience #1 - Promoting a new gym/yoga studio in Seattle:
Ad Audience #2 - Promoting a half-off offer on SEO consulting:
Ad Audience #3 - Promoting a "boy's trip" weekend-getaway company:
All of these target audiences are in that Goldilocks zone of 50,000 - 200,000 Facebook users: not too small that your ad won't be seen by enough people and not too large that the people who do see it aren't likely to be interested.