5 Powerful Facebook Ad Targeting Strategies 2017
You can target audiences on Facebook using a dozen different ad formats and thousands of possible ad targeting parameters.
Mastering your Facebook targeting strategy gets you in front of very specific and sometimes motivated segments of your audience, on the network where Americans religiously spend an average of 40 minutes of their time. Here are a few ridiculously powerful Facebook ad targeting strategies you probably haven’t heard of.
1 . Tap Into Recent Purchasing Habits Among Facebook Users
Early on, Facebook had been criticized by advertising analysts as a fun place to hang out, but a network with little commercial intent or potential for consumer insight. That changed early in 2013 when Facebook forged partnerships with data brokers including Epsilon, Acxiom, and Datalogix.
These companies have access to trillions of data transactions each year. Acxiom business owners have stated that their database only contains information about 500 million active consumers worldwide, with an average of 1, 500 data points per person.
Suddenly, Facebook knew a whole lot more than whether or not you spent more time in Farmville or Candy Crush Saga. Having a wedding soon? Taking medication for hypertension? Adore reading murder mysteries? Facebook probably knows.
This gave advertisers the power to reach out there beyond their own CRM databases and tap into insights gleaned from shopper loyalty programs of all kinds and matched to individual user profiles. Facebook advertisers use this data to target audience segments by thousands of different purchasing behaviours.
Here’s one that I use: People who buy Business Marketing Services (which is relevant to my business, as we sell business software and services).
Purchasing behavior subcategories include Buyer Users, Clothing, Food & Drink, Health & Beauty and a lot more. Within each broad subcategory, you can drill down into types of behavior; for example , choosing Buyer Users will then let you target DIYers, Fashionistas, Foodies, etc .
Facebook shows you how many user users you can target in each subcategory, based on their aggregated, multi-sourced offline transaction-based data (or in less complicated terms, the number of Facebook users in that class they’ve matched to offline purchasing data).
The options here are endless. Get in there and explore!
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2 . Get Creative With Lifestyle Events Targeting
Specific types of businesses or campaigns are based on selling to people experiencing specific major life activities. Funeral homes, for example , obviously want to connect to people who are planning a memorial, terminally ill, or lost/losing a loved one. Relocating services want to get in front of you if you’ve just purchased a new house or apartment. Wedding photographers target people who are engaged.
Facebook has pretty much every possible life event targeting option, since we all tend to post these to our timelines.
The Life Events parameter is unique in that you can choose to target people from specific intervals of time after the change. For example , a jewelry business would obviously end up being interested in getting in front of people celebrating their one-year anniversary, so they could target audience members who had been newlyweds one year ago. The date runs possible are 3 months, 6 months and one yr.
3. Nurture Qualified prospects & Build Commitment With Facebook Custom made Audiences
Facebook Custom made Audiences are an superior feature that enable you to connect on Facebook with your existing contacts. Getting in front of your existing customers and app users on their favorite social network reinforces your brand, but also gives you the opportunity to enhance lifetime customer value, order frequency, and loyalty.
This works the other way, too - you can raise the efficacy of your campaigns and avoid wasted keys to press by excluding your existing customer checklist. If you’re offering a free trial to new users, for example , there’s no reason to demonstrate it to your devoted customers.
Custom Audiences are created by publishing your customer telephone list, or purchaser/subscriber email list in CSV or TXT format, to Facebook. You can also create a Custom made Audience based on your web site visitors (and specific pages visited in your site), or on specific actions taken within your game or app.
Then target or exclude the whole list, or just specific subsets of it using other targeting variables to home in on your ideal Facebook audience.
This is crazy powerful! You could target your existing customers who work in a certain job function, make XX amount of money per year, and live in a specific ZIP code using a higher value product offer, if individuals insights told you these people are more apt to end up being your affluent customers.
Or, you could target people who visited your company’s blog with offers to demo your product. They will already know your name and were interested enough to visit you, but not to convert. Facebook Ads targeting that Custom Audience can close the gap.
The number of different demographics points you can target and combine is staggering. Net worth, living preparations, marital status, parental status, interests, location - it’s just about all in there, and more.
4. Expand To A Lookalike Audience
Lookalike Audiences are a logical next step, once you have a good Custom made Audiences strategy in place. Even if you don’t have your own personal email or telephone list, you can reflect your Facebook group of followers. Lookalikes allow you to broaden beyond your reach but nevertheless target people with highly specific profiles, by creating audiences that look like your own goals.
If you have neither a list nor a big enough Facebook following, you can still create a Lookalike Audience using a tracking pixel to create a Site Custom Audience to mirror.
Once you’ve decided which audience you want to replicate and expand on, you can make the audience larger (more broad) or smaller (more specific and similar to your original audience). At the most similar level, Facebook is going to find you the top 1 percent of users with similar traits, in your target country. At the opposing level, optimizing regarding reach, Facebook may display your ads to the 10 percent of users in your target country who are possib your target audience.
5. Get Super Granular With Layered Targeting Options
The really powerful thing about Facebook ads is in your ability to level targeting options on top of one another, gradually making your audience a lot more specific. An extreme (and hilarious) example of the strength of hypertargeting had been featured in AdWeek last year, when a marketing and advertising pro targeted his roommate with ads so specific the poor guy thought he or she was being cyberstalked.
Yes, you can use combinations of behaviors, demographics, and geolocation data to reduce your audience to as little as one person. Far more useful for you, however , is the ability to complement ad creative and offers to smaller audiences created using combos of data.
For example , a moving business promoting a special lower price for senior citizens could target people who purchased a house within the last month, layered with an a long time of 60 years older or greater and their service area locations.
Or, a retailer selling infant products meant to relieve and calm a baby could target new parents who have purchased colic medication. Picture the ability to speak directly to the parent encountering those sleepless evening with such targeted messaging! (As a new parent, I totally get this. ) Your messaging can be tailored to speak directly to that problem and offer your solution.
If you possibly can understand the intent, needs and likelihood to respond of any given audience segment, you can level Facebook Ads targeting options to tap into it and get in front of them.
The Best Facebook Ad Targeting Strategy Is Diversified & Comprehensive
When figuring out your Facebook advertising targeting strategy, you don’t have to pick just one of the options above; check each of them out and see how they might fit your various target market segments.
Create personas for your ideal customers - who are they will? Where do they will live? What do they actually for work and what do they do after work? What qualities and characteristics might they have, and how do those align with all the many targeting variables listed above?
Identifying just who it is you need to reach will show you to the most effective Facebook ad targeting tools and options to get in front of them.