One of the more popular advertising options for people who are new to online marketing are Facebook Ads.
However, despite 92% of marketers claiming to use Facebook Ads, there are still many who try FB Ads and fail to generate results.
One of the main reasons marketers fail with Facebook Ads is because they fail to target their ads properly.
More than 1.09 billion people use Facebook everyday – it’s pretty hard to say that your ads aren’t working because your target market isn’t hanging out on the site.
The main advantage of Facebook Ads is that they provide you with the ability to target your ads so that they’re shown to a very precise audience who will be curious about your offer.
It’s why there has been a 50% growth in advertisers between 2015 to 2016.
However, the flip side of that is that if your ads are poorly targeted, your ads will be shown to people who don’t care for them at all.
So, knowing how to target your ads is important.
After all, you could get everything else right. But, if your targeting is off base, nothing else will work.
What good is an awesome looking ad, if the ad is shown to people who don’t care for it? Sure, someone might click on the ad – just out of curiosity. But, if you’re a marketer, that’s one of the worst things that can happen.
‘Curiosity clicks’ will just result in uninterested people who will never buy from you, yet clicking on your ads and – costing you money.
What Can Be Done To Target Your Ads Properly?
If you want to target your ads properly, you must first take a look at who your customer is.
Knowing the traits and characteristics of your ideal customer will give you the chance to set up your ads, so that they’re shown to the right people.
Take some time out to create a buyer persona.
A buyer persona will map out an ‘avatar’ based on the traits, characteristics and demographics of your ideal customer.
Ideally you’ll want write down the following information:
– Age and Gender
– Who/What influences them
The image below is showing the targeting options that are provided to you by Facebook. At the very least, you need to be able to comfortably fill in these sections.
In some cases, you might not know your customer as well as you’d like. In situations like this, Facebook offers a tool that you can use to research your ideal customer. That tool is called Audience Insights.
When you visit Audience Insights, you will see this popup.
Choose the ‘Everyone on Facebook’ option, if you’re new to the world of Facebook. For this post, we’re going to take a look at how you can go about things, if you’re new to Facebook.
In the left hand column, enter in the location of your ideal customer and one relevant interest. In the presented case the location is USA, and the Interest, ‘Facebook Ads.’
If you know more about your ideal customers, you can always enter additional information in the ‘Advanced’ section.
After you’ve entered in a location and an interest, you are then presented with some data that represent the traits, demographics and interests of your ideal customer.
Below, you’ll see the Age and Gender information that was returned, based on my input data.
After reviewing this information, we might decide to exclude age groups 18-24/65+. That’s because the bulk of our audience can be found in the other age groups.
The image below shows the Pages that have been liked by our target audience. It comes from the Page Likes tab. This section shows us some of the ‘Interests’ of our target audience.
We now know what to enter in the ‘Interests’ dialog box as we’re setting up our ads.
Additionally, the image below (which can be found on the same page) indicates which pages would be the best to target, if you were trying to reach your target audience.
That’s because this section shows us the ‘Facebook Pages that are likely to be the most relevant’ to our target audience.
Try and pick the pages that have the greatest affinity, if you want to target your ads with precision.
That’s a look at how you can target your ads more effectively. Get it right and you might be able to achieve a 14x ROI (Return on Investment).