With more than 1.35 billion users around the world, there’s a good chance that the target audience for any business can be found on the social network. That’s great in principle, but in reality, it’s about as helpful as saying, “There are fish in the ocean.” Marketers need to know how to fish for their target audiences when using Facebook to promote content, events, sales and more. They need to know certain targeting tactics for Facebook ads.
Fortunately for marketers, Facebook makes it easy for page administrators to find and target specific audiences once they start using paid content. However, the system is more complex and robust than people realize. And just like fishing tactics in real life, the better marketers understand the Facebook advertising environment and system, the better the results of future campaigns. Here are some advanced targeting tactics for Facebook ad campaigns that business owners and marketers can use.
Also Read: Facebook Marketing Mistakes That You Should Avoid
Include your major competitors as an interest target
This first tip is a simple way for marketers to chip away at their competitor’s market share by peeling away a few customers with enticing Facebook ads. When selecting interests to target in the ad creation menu, just include the names of large competitors or national brands. Many of these fans will be loyal to the brand, but most consumers won’t ignore a good price or a product with better features if they see it in an ad.
If you have the data, use custom audiences
When trying to calm down privacy advocates, Facebook often emphasizes the fact that marketers can’t target specific people with Facebook ads, but that isn’t entirely true. Facebook allows marketers to create custom audience which includes creating audiences based on email mailing lists. In practical terms, this means that if a company has an opt-in email list, it can import that data into Facebook. If any of those email addresses is being used to login to Facebook, the logged-in user would see the marketers ad.
So while it’s not guaranteed that a particular person from that group would see the ad, it’s still a lot more targeted than many realize. At any rate, marketers can take advantage of this to integrate their email marketing and social media marketing campaigns. This can surely be followed as one of the targeting tactics for Facebook ads.
Targeting by location
Facebook has several options for targeting users by location. These features are essential for local marketers. The simplest way to include location in targeting is to select a particular city or state for the ad to run in. This is targeted enough for most marketers, but Facebook has made the system even better by introducing Local Awareness Ads.
These ads can be targeted with a specific radius around an address. A marketer can use it to send ads to people when they are in a location to take advantage of the deal. This makes Facebook a valuable tool for increasing foot traffic to local stores, boutiques or restaurants. Certainly counts among the targeting tactics for Facebook ads.
Facebook may be a vast sea of people, but that doesn’t mean that marketers need to search the waters blindly. Using these advanced targeting tactics for Facebook ads will bring your ads in front of the right audience. And when the right audience sees the right message, at the right time, the advertising is can be considered effective. Use these advanced targeting tactics for Facebook ads, and you can land the big fish.