To close off this series, we’ll be talking about using targeted Facebook ads. While this tool works very well with your current March Madness promotions, it will also undoubtedly be useful for any other social media promotions.
Targeting Facebook Ads to specific demographics is ideal if your promotion or campaign is directed at a specific audience. It is likely that you’ll want to target most of your ads in one way or another.
There are many targeting options available:
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gender
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relationship status
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age
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likes
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interests
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workplace
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education
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broad interests
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connections
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precise interests
Using Dove as an example, most of their March Madness promotions are on their Dove Men+Care page and not their main page. As a result, using targeting only Men for any March Madness promotions would reduce the risk of media waste.
There are two groups to target your ads to.You can target those users with the Precise Interests feature. In this field you can enter your competitors’ names and target their Facebook fans. You can also target based on Broad Categories, including Marital Status, wider interests like “Food & Drink” and “Jazz/Blues” music.
Keep your audience to approximately 100,000 people – this is the optimal size of a group that you want to target.
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If you’re over 100,000 fans: Limit the ages and geography to your most targeted groups and decrease the number of Precise Interests you have selected.
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If you’re under 100,000 fans: Add more Precise Interests to target a larger number of users who have interests related to your business/industry.
That concludes our series on March Madness. Thank you for keeping up with us!
If you want more information about using social media for retailers, come take a look at our Facebook Contests and Promotion Apps?
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