Facebook has revolutionized the paid media platforms and the way marketers are able to distribute their content. With its huge database of demographic and psychographic data, it has taken the targeting abilities to levels that other platforms don't. Facebook advertising is based on finding the audiences that are most likely
to become your customer in order to get clicks and grow your business.
Facebook Ads Manager is the tool used by marketers to deliver highly targeted ads, and it isn't difficult to learn. Let's take a look:
Facebook targeting: main principles
- Targeting is social media’s number one added value
- Good segmentation will have a direct impact on results
- Relevancy is key
- Targeting is rich, but complex
- Segmentation has to be infused with insights
- Audience size matters. If your audience is too small, you may find your ad doesn’t perform as well as you want it to. If your audience is too big, you may find not getting the number of impressions you’d like.
Facebook targeting: possibilities
Targeting can be based on demographics (life event, age, gender, job, education), location, interests (on the content they like, they share, the friends they have and the pages they are following), behaviors (income, digital activities, mobile device uses, travel), connections (competitor followers, content they engage with followers, apps they use), re-engagement (target audiences who have viewed previously promoted video content), lookalike audience (choose to create a lookalike audience that targets people who are similar to your fans or to a custom audience list you have created) and finally you can base your targeting on a custom audience, by uploading a list of emails and phone numbers and build an audience from people that visit your website or who used your mobile app AND build an audience from people visiting your website.
Key steps to develop the targeting segmentation
Image credit: IHECS - Christophe Chantraine
1. First, define the audience. Identification of the key audience you need to reach to achieve your goals and objectives.
For example; the women clothing buyers.
2. Define the sub-segment you want to leverage, allowing you to personalize the message while also optimizing and collecting richer insights during the campaign
3. Do your researches. Collecting insights about your audience: Persona, profiler, internal, external and focus group
4. Identifying the targeting criteria that will allow you to identify that audience, for example, an upcoming birthday. Modern women celebrate their birthdays with friends and family, in the city or having a party at home, but it is anyways a good moment to buy something nice to wear. Or Dieting, women interested in dieting, nutrition and bodybuilding are definitely looking to change their wardrobe.
5. Start manipulating the different tools of the social platform in order to evaluate each audience size and potential. In general, Facebook recommends defining an audience of over 10,000 people for the best ad performance. A broad research will show your ads to the most people, but a narrow one could help you concentrate on specific customers who matter most to your business.
Facebook targeting and campaign launch: campaign structure
It is very important to understand the campaign structure. Each campaign is split in three different levels: Campaign, ad sets & ads.
In the Campaigns level, you’ll choose and advertising objective for each of your campaigns. A campaign contains one or more ad sets and ads.
In the second level, you’ll define your audience placement and bidding. You’ll set this budget and a schedule for each of your ad sets. This way, you can control how much you spend on each audience and optimize it if necessary. And ad set contains one or more ads.
In the last level, ads live within ad sets and are where you define your creative like images, text, call-to-action buttons, links or video.
4 steps to follow to set up your targeting and launch your campaigns
- First of all, you need to choose an objective, depending on the actions you want the users to generate. Obviously, we all want to generate leads, sales and engagement on Facebook. There are so many options available in the Ads Manager and most of the objectives are self-explanatory; for example if your goal is to drive an audience to a blog post, you should choose the "Send people to your website" objective.
- The Facebook Ads manager allows you to set up your targeting and to launch your campaigns.
- You now have to choose your audience. You will have to create one asset by target.
Image credit: IHECS - Christophe Chantraine
4. Placements: You have to define where you would like your ads to appear. On Desktop Newsfeed, on Desktop right column or on the mobile newsfeed. The audience network brings Facebook’s targeting powerful features to additional app-based mobile experiences, giving you even more scale for your campaigns. Image credit: IHECS - Christophe Chantraine