Facebook promotions, in which a business pays to have advertisements displayed to Facebook users, are invaluable marketing tools. The power of these promotions is in large part derived from the power business have to target them to users who most fit the profile of their target customers. This targeting can be done based on a range of different factors, including location, birthdays, age, interests, and gender, just to name a few. If promotions are well targeted, there is no doubt that they can drive a considerable amount of business with a fairly low Facebook spend.
Here is what you need to know about Facebook promotion targeting, as well as how you can leverage Facebook’s targeting capabilities to drive real results, from driving more traffic to your website, to getting more consumers through your doors, to boosting sales and increasing your bottom line. Let’s take a look.
The Power of Targeting
When it comes to Facebook promotion targeting, the key to success is targeting well. By ensuring your ads are highly targeted to people in your target demographic, you can help to ensure that every person that sees your ad finds it relevant in one way or another. This can in turn improve your cost per thousand (CPM), or the marketing the price of 1,000 advertisement impressions on one webpage.
“Facebook contains a wealth of user data that marketers are not all taking advantage of,” serial entrepreneur Irv Shapiro explained in Forbes. “By segmenting your audience, you can reach a very specific, motivated group. Define audiences by job titles, age, relationship status, purchasing behaviors, life events, and more ‒ all at a very low CPM. Targeting options can get even more granular, where additional layers can be added on top of one another.” There are a number of different ways that you can segment your audience when it comes to targeting. As a general rule of thumb, you will want to consider the following:
· Location. Location targeting, also known as geo-targeting, is one of the most important types of targeting when it comes to maximizing your CPM. Ultimately, if you want to make the most of targeting, you need to be leveraging the power of geo-targeting. This feature allows you to enter one or more countries, counties, regions, cities, postal codes, addresses, or designated market areas. You can then choose to show or exclude your Facebook advertisements to users in these locations, filtering by “everyone in this location,” “people recently in this location,” or “people traveling in this location.”
Geo-targeting is particularly key when it comes to attracting customers using mobile devices, ensuring you are able to attract people in the general vicinity of your business. “Use this to your advantage to reach smartphone users wherever they are,” Shapiro encourages. “Ensure they see a relevant ad for your business when they are at home, on the go, or traveling. By not targeting the right custom audience, marketers risk running through their ad budget quickly and without generating the right conversions.”
· Age and generation. Facebook offers you the possibility of targeting users based on their age and generation, which is a staple of targeting. After all, the needs, wants, and interests of retirees are pretty distinct from the needs, wants, and interests of high school teens.
· Education. Facebook allows you to target based on a variety of different education levels, from “in high school” all the way up to “doctorate degree.” So, if you just want to target high school students or are looking to exclusively target a well-educated, high-earning segment of the population, this can definitely come in handy. You can even further narrow this done by targeting based on field of study, schools, and date ranges. So, if you only want to target students who studied at Ohio State University between 2009 and 2013, it isn’t a problem.
· Home. Facebook allows you to target users based on home type (i.e. apartment, condo, multi-family home, etc), home ownership, and household composition. For example, it probably doesn’t make much sense to market a homeowner’s insurance policy to people who are renting an apartment, in which case an insurance company might consider targeting their ads only to homeowners. This can further by targeted by factors like home square footage, the year the home was built, and its value.
The household composition feature can also be a way to ultra-target based on very specific characteristics. For example, a company that offers driving lessons might decide to target their ads to households with new teen drivers, while a children’s furniture store might decide to target new parents. The options in this category are nuanced and varied, which really opens up a whole new world of targeting possibilities.
· Politics. Facebook allows marketers to target their ads based on users’ political affiliations and leanings. For example, a gun store promoting a sale might decide to target conservative users, knowing that they statistically more likely to support guns and therefore to have an interest in purchasing one.
· Life events. Are you a flower shop looking to target people who have anniversaries coming up? A hotel chain trying to target people who are traveling away from home? Facebook lets you target promotions based on a range of different life events, including things like a new job, a new relationship, being newly engaged, newly married, having recently moved, an upcoming birthday, and more.
· Work. Facebook allows markets to easily target people based on their work, allowing them to target employees of a specific company, individuals with a specific job title, or individuals that work in a specific sector.
· Interests. Chances are that someone with a stated interest in camping is likely to be interested in tents and outdoor gear, while someone who is interested in fashion will be interested in purchasing couture clothing. Handily, Facebook lets you target users by look at their interested and activities, taking into consideration the pages that they have liked and closely related topics. Categories include technology, shopping and fashion, food and drink, fitness and wellness, and many more.
· Behaviors. You can also target people based on specific behaviors, such as people who make charitable donations, people with specific purchasing behavior patterns, people who travel frequently, and people who frequently access Facebook on their mobile device, just to name a few. However, keep in mind that some of the options in this category are only available to US audiences and have not yet rolled out worldwide.
· Connections. Last but not least, you can also target people based on their connections, which considers people who have a particular kind of connection to your page, app, or event. For example, you might opt to target people who have used your app or friends of people who have used your app, or you might want to exclusively target people who have liked your page.
These are just a few of the things that Facebook allows you to target. You can find more information and get your own targeting promotion campaign going on the Facebook website.
Facebook Promotion Targeting Can Translate to Commercial Success
The bottom line is that a well thought out and planned Facebook promotion strategy absolutely can drive commercial success, helping you to get more customers onto your website or through your doors to make purchases. Remember, in order to target well you need to have a clear and comprehensive understanding of your target audience and your customer profiles. If you haven’t already done this kind of research, now is the time to start investing. Need help identifying your buyer personas and developing your overall marketing strategy? Contact 10twelve today!