With 1.39 billion users (and growing), Facebook is a must-have for any digital marketer across all industries and verticals. Still, it can be hard to know for sure whether your brand is reaching the right segment of the 1.39 billion people on Facebook. Facebook’s targeting has evolved exponentially since ads were introduced on the platform. From being able to target only by general profile information (gender, age, basic interests, geographical info) to the ultra-granular options available today, advertisers are now able to reach more specific audiences than ever before. The five tips below will serve as a guide to help you better use the tools at your disposal when choosing your targeting options on Facebook.
1. Familiarize yourself with ALL types of Facebook Targeting.
Marketers can target their ideal audiences by a plethora of factors, and it is imperative to know what those factors are. There are the basic levels of targeting like placement/device, location, age, gender, education, workplace, and level of connection to your brand (fan, friend of fan, etc). There are also broad category cultures, with pre-defined categories designated by Facebook like Auto, Beer/Wine/Spirits, Cooking, and more. You can get even deeper with interest targeting (defined by interests/hobbies and pages liked on Facebook) or Partner Categories, which take 3rd party data from providers like SHIFT’s partner Axciom. Custom Audiences (CRM, Website, or Mobile App) allow brands to target specific lists of users, while Lookalike Audiences creates a new group of similar users based on a Custom Audience or other targeting group. Advanced Demographics are available, like relationship status, finance, home, etc - or target by Behavior Categories like digital activity, past/intended purchases, and travel. Finally, Exclusion Targeting can be used to exclude a Custom or Lookalike Audience from targeting.
2. Don’t be afraid to exclude audiences.
Exclusion targeting offers a way for brands to make sure ads aren’t being shown to people who don’t need to see them - like current customers during a campaign geared toward acquiring new ones. By creating a Custom Audience of your current customer list and excluding those people from your acquisition campaign, you maximize the amount of potential new customers seeing your ad and converting.