Coming Up With Ad Targeting
Before we get into our targeting method, make sure you go through the Design Ideas section of the training. At this point you should have designs created an know who your niche is. Now, it’s time to show them your campaigns.
Abundant Lake Theory
As we talked about before, Facebook knows everything about their users. What they like, comment, share, message their friends about, watch, click on…everything. Also, people include details about their personal life in their profiles. Where they work, went to school, how old they are, if they’re a parent, grandparent, a friend of a parent… all of it.
Then, they take all of those demographics, interests, and behaviors, group them together and make them available to advertisers. Which is a good thing for you!
So, if you can imagine your niche as a big lake, filled with all types of people in all levels of interest in whatever category you’ve chosen. Since we’re talking about a lake, here’s an example of the fishing niche:
• Low interest – People who shared a video about a monster fish they saw on facebook
• Medium interest – People who have been fishing in the last year
• Passionate – People who fish every week, are professional fisherman, or their profile picture is them holding a fish
What we’re trying. todo is find the Passionate people within the larger niche that would be interested in your designs enough to buy them out of impulse. You have to remember, these people are just scrolling on Facebook with no intent on buying anything. So, if you’ve followed the training till now you should have a good feel about what makes these people tick.
Now let’s fish them out. (pun intended)
Who, What, Where, How Method
So, starting with our Abundant Lake theory, we can expand into how to “fish out” the passionate people within those interests. Since we know they’re not all bunch into one little area, we need to spread out our targeting to cover as much of the “lake” as possible.
Think of your targeting options as fishing poles scattered in different areas.
Facebook is going to test your ads with different segments and optimize for the the people who engage with your ads the most.
They are VERY good at what they do. So we want to let the Facebook ads engine / algorithm do its thing, but give it some direction to figure it out.
So, what we’re going to do is ask a series of questions about our niche/target audience that can help get us to some different areas of the lake to drop a line in.
Ask yourself these questions:
- Does this require specific targeting? (i.e. general designs)
- Who are influencers in their space?
- What do they care about, love or enjoy most?
- What do they do in their spare time?
- What is their job title?
- What do they read, listen to, watch?
- What websites do they visit?
- What clubs and associations would they be a part of?
- What brands do they buy? Important brands in their space?
- Where do they shop?
- Where do they go to school?
- Where do they live?
- How old are they?
- How much money do they make?
- How can you frame this as a gift?
- Are they parents or in a relationship?
- Is this holiday related?
- How can we use Data (custom audiences/ lookalikes) to maximize this?
These are all targetable questions within the facebook ads platform. Come up with 5+ options for targeting then check facebook to see if they’re available.
Simply go into your ad settings and find the “Interests” section.
Type any possible interest into the search box and it will populate suggestions for you.
This gives you a description of the interest and how many people on Facebook currently share it.
Facebook can identify your ideal customers who are already in the looking-to-buy stage and instantly target your ad to them.
This means even if they haven’t heard of you yet and have only been researching on competitor sites, you have a chance to steal them away before they make up their mind.
Since most consumers make up their minds based on price, a targeted Facebook Ad offering a discount could be enough to persuade them to purchase from you over the competition.
How do you do this?
Within Facebook Ads, there is a section called Behaviors.
You can try typing in ideas and see what is suggested or you can browse.
There are a ton of different purchase options to choose from.
Even within folders, there are subfolders so you can narrow it down as much as possible.