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Understanding Facebook targeting & what makes it so powerful
With over 1 billion daily active users on Facebook, it’s important for businesses to not only realize the power this social media platform has, but to also learn how to harness it’s limitless potential. It seems like with such a massive platform, it may be easy to generate business leads, but as big as it is, it’s easy to go wrong and end up making dire financial mistakes.
Facebook targeting is a powerful tool available to businesses which allows segmentation and advertising to a niche audience. This ensures maximum visibility and effectiveness of the campaigns you choose to run.
Spending advertising dollars on trying to appeal to audiences which cannot in any way relate to your product or service is money wasted. The key to the game of maximizing the potential Facebook Ads holds is not in the amount of money spent, but utilizing it in the most effective way possible, which is through targeting.
Facebook target audiences
One of the most innovative, yet seemingly simple ways to target your desired market is to use the ‘Audience Manager’ tool available in Facebook Business Manager. Through this function, businesses like yours are able to divide advertising strategies based on which specific product or service is going to be promoted and to which audience it should be given maximum visibility.
There are three primary audience types you can use to make your Facebook advertising efforts successful:
- Saved Audiences
- Custom Audiences
- Lookalike Audiences
What does it mean to ‘target an audience’ on Facebook
As a business promoting its services, you could generally choose to advertise to ten people or thousands of users without any specifications. This would deliver on the promise of visibility, but the impact of the advertisement may be minimal. Due to varying interests of people and just how diverse the needs and wants of users could be, that money could be better spent focusing on only the audiences which would take heed.
When creating a new audience by using the Facebook Business Manager, a business could choose to specify its exact target audience based on a variety of available characteristics. From age to gender, location, languages spoken and even specific interests. All of these work to determine the ideal potential customer a business would imagine as being their target audience and focus on advertising to them specifically.
In the long run, not only will using this approach increase advertising efficiency but will also garner far better interest in the business, brand, and overall offerings provided. Just imagine the effect Covid-19 has had on businesses. Strategies need to be developed and refined on an ongoing basis to match the sort of economic environment playing out.
Location based targeting
No business would want to advertise to people who didn’t live in its target market. That is just straight up money going down the drain!
A smart approach to setting up a target audience on Facebook would be to define the location of the audience you’d like to display your advertisements to. From everyone in a specific country, city, state, and even the zip/postal code can be used to ensure that the most targeting campaign is being run.
For some businesses like hotels and guest houses, the ability to target people traveling in a specific location is even possible. This shows us just how powerful Facebook targeting can be.
Demographics and interest based targeting
While location may seem like a broad way to target people, especially if your business is spread out, Facebook has another innovative way to capture an audience’s attention. Target by demographics and certain interests.
If you know what age your potential clients are, that can be a way to target, along with gender, language, and even specific interests. From what TV shows or movies they have watched and which celebrities they follow.
Take the time to invest in curating the perfect, targeting advertisement the next time you’re running a campaign on Facebook. This will not only give you the best possible result, but will also allow you to see just how well you understand and appeal to defined audiences.
Facebook targeting is just one of many ways your overall business social media strategy can bring about gainful results. Having a plan and following through with the execution is just as important.
Aren’t you getting the desired results with Facebook Ads? There are many reasons why your campaign might not be performing well. If you want to use an easy, but equally powerful tool, try out Nanos. With Nanos, you can create and run multiple campaigns on Facebook, Google, and Instagram from one single dashboard. Nanos works with an additional algorithm and optimizes all necessary aspects of your campaign constantly and in real-time.