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Media and Communications

10 Ways to Target Facebook Ads

10 Ways to Target Facebook Ads


By now, you’ve probably heard the phrase,
“Facebook is an incredibly powerful advertising tool”, but as a small business
owner and a Facebook page admin, if you haven’t tested out Facebook ads very
much or if you’ve only stuck to simple boosts or posting only to your Fans, then you probably don’t realize all the different ways you can
go about targeting your Facebook ad. So in this video, we’re going to talk about
10 different ways that you can advertise your next Facebook ad to make
sure it’s getting in front of your ideal client type. Now these 10 ways are in no
particular order, so we’re just gonna start going down the list. The first
way to target your Facebook Ads are with your standard demographics. This is
common with any kind of advertising tool whether it’s Facebook, a different kind
of social platform, something like Google Ads or even beyond that, so obviously all
your standard: age, gender, location, those are all ways that you can
target your Facebook ad. You also can choose specific to the location, if you
want everyone in that location or if you want people who live in that location,
and the difference there could be, you know, if someone works in one town and
they drive a half an hour, an hour, and they live somewhere else.
Depending on where they are and what time of day they’re accessing their
Facebook profile, they may or may not be shown your ad based on that geolocation.
With your location, you also can put in a specific town. You can do towns plus
radiuses, you can even put in zip codes, so there’s even – within the geographic
option for targeting – you have a few different options there as well. The
next would be financial and this one is interesting because previous to all
the Facebook privacy news that spread across the globe,
there were some other targeting options. There was household income and they
gave you ranges related to that, they also had your net worth. Another
point that you could have targeted by – it was home ownership and that also has
gone away, but this is something that Facebook has tried to semi replace. They
now have some financial options for targeting but Facebook frames it as
ranges so it’s like the top 5 percent, the top 5 to 10 percent, the top 25%,
those kinds of ranges. So it gives you something to work with, but it isn’t near
what it used to be prior to this – all the changes that came because of the privacy
scandal that we all are well aware of. You can target by parents. There’s lots
of businesses that know they need to talk to moms,
so also prior to the changes with Facebook privacy concerns and Facebook
removing some targeting options, there were some additional mom targeting
options. You could say big-city moms, green moms, soccer moms, stay-at-home moms,
working moms. So the mom-specific options are gone, however there’s a
parents option. So if you really wanted moms, you would choose parents and then
select by gender, but the parents demographic targeting option also gives
you ranges of the kids ages so that also helps you target a little bit more
specifically who those moms are or the parents that you’re trying to reach.
There is even an adult child with – it’s age 18 to 26 so it’s not even just
little kids; it does go up quite a ways. If the parenting target option makes
sense for you, the next way to target your Facebook ads would be fans of other
pages. This one point alone is really what puts Facebook ahead of so many
other options. It was – it’s also been doing this for a while
that some other of the social media ad platforms have introduced that so, for
example, on Twitter you can say people who follow this other account, but this
is really invaluable so you can basically tell Facebook you want
Facebook to show your ad to your competitors or other relevant businesses
that make sense that still fall in – within that wheelhouse and that target
client type that you’re trying to reach. Now not all Facebook pages are available
for targeting. Generally the smaller – the smaller pages are not gonna
be as likely to show up in those options versus the larger pages,
but there isn’t even a clear-cut line. I mean, I’ve been able to target pages that have like 2,000 and 5,000 fans, but then there’s other pages that have
40 or 50,000 fans and they don’t show up in Facebook targeting, so there isn’t an
official line, but if you are even – say – a local business and you know there’s
similar national companies that offer what you do. Say you offer commercial
cleaning services in your area, you might want to go ahead and say, “Hey you know
I want my ads shown to the ServiceMaster people.” I think, you know, some of those
bigger chains. The Molly Maids, you know, those big chains that you stretch
across the country. The targeting of fans of other pages is very, very helpful,
and that’s probably one of the most beneficial parts of the Facebook ad
targeting options. Next you have a whole host of interests, and I mean crazy
interests. I was just setting up an ad that looked for ukulele players and
different kinds of guitar players. I mean, you can target girls nights out and
people – women – who like to go to paint and sip parties. There are so many
kinds of interests that you can target within Facebook ads so with that you
really just would enter those interests that you’re hoping to find. As you type,
it will auto-populate with the options that you have for targeting. So sometimes
you might have to play around with your phrasing a little bit to find
the kind of targeting options you’re looking for, but there’s just truly an
endless list of the different kinds of interests that you can choose for your
Facebook Ads. The second half of this list is pretty much kind of switching
over to people who you are connected with in some way. So you can set up an
engagement audience. These would be people who have engaged with your page
in some way, so those people who have some kind of awareness of you. It
does get a little bit more granular with that. You could pick someone who has had
any kind of engagement. You can have someone who sent you a message, you can
have people who have commented or liked or shared your posts, so there’s some
different options within that page engagement audience, but that’s something that’s not even Facebook pixel related. You can just go into your ads account and
select to create a custom audience and then choose page engagement and then go
from there, and then decide if you want just anyone who is engaged with your
page in some way or some more specific type of engagement action, the next would
be video views. So if you make videos or you just upload videos – as long as
they’re not you shared from someone else. It needs to be a video that you
have either gone live on your page with or you’ve directly uploaded that video
file, but those video views – you can target people who have watched your
video and you can even designate by the amount of time they watch. So if you want
someone who’s a more serious watcher, you might want to say that you ought
to create an audience of anyone who has watched at least 50% or 75% of your
videos. That’s something that’s done and set up inside your ads manager account.
The next one would be your website custom audience and that is something
that involves your Facebook pixel. If you’re unaware of your Facebook pixel, it
is a free line or more of code that you generate inside your Facebook Ads
account and you have to paste that into your website and then Facebook starts
tracking and then recording and accumulating the people
who have visited your website while being logged into Facebook and you can
turn around and advertise to those people later. This also makes another
great example of a warm audience because it’s people who have some kind of
awareness of you and what you do, who then you are turning around and
advertising to. There are so many ways to go with the website custom audience that
really it’s its own topic because you can select specific pages or specific groups
of pages. So everybody who has visited those certain pages. I have an audience
set up of everyone who’s visited blog posts from a certain year. You could also –
there’s some more advanced options that you can say the top 25% of your website
visitors, so that’s a really great thing too. If the top 25% of people who spend
the most time on your site – you can create an audience just of them to use
to advertise to. The next would be if you upload your email list and then you can
advertise to them. So right about now – this is being recorded in late October
2018 – one of the big Facebook pieces of news is that if you do not have your ads
account in business manager, Facebook is prohibiting, basically by the end of the
the month, you to use or create new ad sets with a custom audience that was
created with those email lists that you uploaded. So you don’t need Business
Manager for anything else as of now, but I’m sure that’s only a matter of time,
but for right now, if you do want to use an audience that was created from the
email list that you uploaded to your ads account, you have to use Business Manager – you have to move your ads account into Business Manager in order to use that.
However for those people who have really extensive email lists – it totally makes
sense that if you’re emailing your list about a certain thing, you can hit them
up with an ad about that same thing. So that’s why that’s really valuable.
Lastly and probably the most obvious, you can simply just advertise to your
Facebook fans. This is really helpful given the state of Facebook. Even if you
just want to do small boosts every week or every other week of just five or ten
dollars just to see – just to make sure that your current fans keep seeing the
content that you’re publishing. You also can decide to do your fans plus friends
of your fans, and you can set a geographic limitation to that and other
limitations to that, so it’s not like if you are in Chicago and you’re a local
business, someone in Miami, Florida is seeing what it is that you’re
advertising. So you can control the parameters with that. Like I said,
these are ten different ways that you can go about approaching your ads
targeting. I encourage you to get in to Ads Manager and do some
experimenting. You’re very limited with a lot of these targeting options if you’re
just trying to use the blue boost button. The blue boost button is better if
you’ve already created and saved some audiences because then you can select
those saved audiences to use for that boost, but you know just get in there,
pretend that you’re building an ad. You don’t even have to publish it, but just
start clicking around and researching to see what those different targeting
options are and I think what you do when you start understanding some of the
different ways, and super awesome and powerful ways that you can utilize to
reach your ideal client type, you might find that your Facebook Ads are much
more successful for you. So if you have any questions, please leave them in the
comments below. If not, you all have a good rest of your day. Thank you!

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