Targeting Facebook Users with Facebook Ads
Search engines succeed by identifying a good match between a user’s query and a relevant ad, which attracts a click. Social network advertising is different. Facebook knows much more about their users than any search engine. As a result, you to target Facebook users with great precision.
Social networks like Facebook collect a wealth of detailed information about their users: the very purpose of a social network profile is to serve as a repository of users’ personal information. While users may use this information to connect with friends, advertisers can use this information to understand and target their audience. When users log in to their Facebook account, the networks’ advertising engines have access to all of their profile data for the purposes of ad targeting.
In this series, we explain the ways in which you can use Facebook Ads targeting options to succeed with Facebook Advertising. You’ll also learn about Clickable Facebook Advertising Suite. In particular, Clickable makes Facebook Advertising simpler than ever by allowing you to define your target audiences and reuse them across campaigns and ads.
Facebook Ads Interest-Based Targeting
If Facebook advertising has an equivalent to search marketing “keywords,” it would be “Likes and Interests.” This option actually encompasses a wide variety of fields in Facebook profiles, from “Activities and Interests” to “Philosophies,” such as political and religious beliefs. This option assures that you are always showing your ads to exactly the right audience. However, effective Interest Based targeting should always be used in tandem with standard demographic targeting options. Use one or the other alone, and your targets could be too narrow, or too broad.
Facebook Ads Age Targeting
Along with gender targeting, age targeting is a crucial component of traditional marketing’s basic “quadrants”: nearly all marketers attempt to target men and women separately, as well as setting an over/under age for additional segmentation. However, marketers need to depend on various proxies – such as assumptions about the age of people who consume certain kinds of media – to target an age group. With Facebook, you can target age groups exactly. Surprisingly, you might find this to be too much precision, but there are ways to combine maximum precision with maximum reach.
Facebook Ads Gender Targeting
In search marketing, gender targeting is difficult and inexact. There are tools, like Bing Ads, that predict the gender of a searcher by keyword term. The numbers often hover near 50/50, so these tools are of very limited use. Facebook makes it much simpler to target by gender. Facebook users are required to select their gender when they register, so you can show your ads to 65 million U.S. males, or 82 million U.S. females. Just be sure your offers and your ad creatives are gender-specific.
Facebook Ads Workplace Targeting
While the appeal of many Facebook targeting options is immediately apparent, some of them may seem to narrow to be of any use. One example is Workplace Targeting. With the possible exception of headhunters and recruiters, who could possibly need a target that is limited to a single company? The answer: more people than you’d think, especially for B2B marketers. Target a workplace, include that company’s name in your advertising, and you can take advantage of a central insight that marketers have used to succeed on Facebook: “The Average Internet User is NOT Used to Personal Ads.”