Facebook ad targeting is one serious hurdle most facebook advertisers would have to jump if they are to have a successful campaign.
Facebook ad targeting that is poorly done, defeats the ultimate purpose of the ad.
Advert would be seen by the wrong set of people.
And conversions would be so low.
When it comes to facebook ad targeting, it is a very serious work.
You need to take time to brainstorm on the right targeting options before going ahead to run your ads.
This article is out to make your brainstorming easy and show you how to target the right people whenever you run ads.
The very first step to getting your Facebook ad targeting right is to know who your customers are:
Your Customer Avatar
Before you go into Facebook to advertise, you have to first decipher who your customer is.
If you get this wrong, nothing else about your advert will matter because you will be losing your money on ad without getting any result.
That is why it is very important to get this right.
You should be able to answer the questions below correctly about your ideal customer.
- What is their sex (Male or female)
- Their relationship status (single, married, engaged)
- Educational level (post-graduate, graduate, high school)
- Age range (E.g 25-34)
- What are they interested in
- The industry in which they work
- The kinds of device they use.
- Their fears and aspirations
Cold audience Facebook ad targeting
A cold audience is someone who doesn’t know, trust or care about what you do.
Since you are in business to make money, you have to find a way to make this people know, trust and care about you.
This is something you can achieve with Facebook advertising.
For Google ads, you target people using keywords.
For example, if someone wants to lose weight, they can simple go to google and type “How to lose weight”
The first 2 or 3 results displayed might be an advert and these advertisers targeted the keyword “how to lose weight”
People type keywords into google because they are looking for a solution.
People come into facebook 99.9% of the time to socialize, to see what’s going on with friends, family, colleagues etc.
They don’t come to Facebook most times because they want a particular solution.
So with facebook advertising, we actually have to interrupt them from their initial intentions.
That is why we target people when doing Facebook advertising based on what they are interested in.
For example, if I want to target someone who is looking lose weight…
I can target certain types of slimming teas or products because I am dead sure that my audience must have liked a page like that.
If I want to target business owners or aspiring business owners, I can target a term like entrepreneur magazine because 90% of the people who like the magazine are entrepreneurs.
The concept of Broad, Medium and Narrow Interest Targeting
You can target people through broad, medium or narrow interest targeting.
Your journey to a successful Facebook Advertising lies in these 3 types of targeting.
This is where a lot of people get it wrong with Facebook advertising.
That is why we have more failure than success rates.
What do these concepts mean?
Broad Interest Facebook Ad Targeting
Facebook has certain categories that are classified as broad categories.
For example, Business and industry, Entertainment etc.
It covers people who facebook thinks might be interested in your business but actually aren’t interested.
They usually contain those we called “interest by association”
For example, if I share a post about my weight loss journey and a skinny friend of mine likes that post.
Facebook automatically thinks that the person is interested in weight loss and adds them to the broad category.
That is why targeting broad category is a bad idea.
You might be reaching those who are not interested in your business.
And you know what that means? Bad market.
When people cry foul about their adverts not working, most of the time they targeted broad interest audience.
Medium interest Facebook Ad Targeting
These type of targeting are usually better than the broad targeting but not quite the best.
Here, you are targeting certain types of interest that are not just particular to your audience.
For example, I want to reach out to football fans on Facebook.
It seems like a good idea to target fans of Ronaldo or Messi right?
That’s not quite a good idea.
Look at it from this angle, there are many people who like Ronlado for non-footballing reasons.
When you target this term, you will be reaching out to a lot of people who are not football fans.
Instead of targeting Ronaldo or Messi, you can target a term like Goal.com.
That website only talks about football and everyone who likes the website do so because they are football fans.
Narrow Interest Facebook Ad Targeting
These are the type of interest you should be targeting in your adverts.
Facebook recognizes these interests based on the pages that people actually like.
For example if I intend to target people who are business owners, I can target the entrepreneur magazine
Unlike the broad interest, the narrow interest takes the guess work off facebook.
You are sure that your advert would show to people who like the Facebook fan page of Entrepreneur Magazine.
How to find your audience narrow interest
There are 4 methods I currently use in finding the narrow interest of my audience for my facebook advert.
The audience insights method
Fan page suggestions
Ad manager suggestions
The audience insights method
The audience insights is a great Facebook tool every marketer should be using for their Facebook ad targeting
It can be used to ascertain the demographics of your audience.
The age range, relationship status, educational level and the others
You can also use the audience insights to get the narrow interest of those you want to reach with your advert.
To get started with this method:
Visit this link https://web.facebook.com/ads/audience-insights/
From the pop up that appears choose “Everyone on Facebook”
Location by default will be United States, cancel it and input Nigeria as your location, except your target are those in the United States.
In the interest box, insert your broad interest. For example, “small business”.
Look at the tabs at the top of the page: Demographics, page likes, location, activities, etc.
At this point we aren’t concerned about the other tabs, what you are looking out for is the “page likes” tab. Click on that.
After doing that, scroll down until you see a page like below
Now get out your notepad, it’s time to write
Take a close look at the image above, you can see the spot circled in red.
The affinity tab is what we are interested in
What does this mean?
Affinity means the number of times the fans of a particular page are likely to be interested in your subject.
Looking at the image above
Fans of the page “Young Entrepreneur” are 30 times likely to be interested in the subject “small business”
Affinity of 10x and are above are usually good enough.
Get out your notepad and copy all the fan pages you find here with an affinity 10x and above.
These can turn out to be great narrow interests for your advert.
The fan page suggestion method
When you like a particular fan page, it will bring other fan pages as suggestions.
The suggestions can be very good narrow interest for my facebook advert
See the image below.
I liked Tony Robbins’ page and it brought out other pages that are closely related to that page.
These other pages are really good narrow interest.
Copy them into your notepad, they’ll come in handy when we are running our ads.
Ad manager suggestions
You go into the Facebook ad manager and check for suggestion.
The suggestions you get from the ad manager can be really good for your Facebook ad targeting
See the images below
In the interest box, I typed in “Tony Robbins” then clicked on suggestions.
Facebook automatically gives me interests related to Tony Robbins.
Wipe out your notepad once again and type in these suggestions into it.
Google search method
We can also get narrow interest from Google search.
Here is how you do this:
You type in your niche plus certain keywords into Google search engine.
Here are some keywords you can use:
Niche + Association
Niche + Brands/Products
Niche + Magazines/Blogs
Niche + Website
Niche + Public Figure
Niche + Expert
Niche + Forum
See the example below to understand it better
I used weight loss as my niche here and added the plus sign then typed product.
Copy out the product name you find here into your notepad.
You can do the same for other keywords to find really narrow interest for your Facebook ad targeting.
You can see that targeting the right customers when running Facebook ads is not as difficult as we make it seem.
All you just need to do is brainstorm properly and research for those interest that would enable you reach your audience.
Let me know in the comment box, any additions or questions you might have.
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