10 Amazing Facebook Ad Targeting Techniques!
Did you know that Facebook currently has more than 1.7 billion users worldwide!
In this blog post, we have provided you with useful information on how Facebook ad targeting capabilities have grown vastly during 2016 and what your business can expect in 2017.
Who are we advertising to on Facebook?
There have been numerous new social channels that have recently expanded their capabilities in the past couple of years. However, when you look at all of the social channels, Facebook still dominates in every single age group as seen in the data shown below.
The only segment of the entire quota which Facebook is currently not dominating in is the 13 to 18 year old market. This fact however does not concern with retailers, and is perfectly apt (for now), as they are not really part of the sales funnel. However, this is definitely something to watch out for in the future and observe how Facebook tackles this issue and adapts to these younger users and thus continues its exponential growth.
Google is taking up 15 to 17% of the advertising share (including TV and radio). Facebook can be just as big, even though right now it is only at 5%, a growth to 7% is vividly expected in 2017.
What are the Top Facebook Targeting Methods?
The range of audience types that Facebook is coming out with continues to expand its horizons as more and more time passes by. Below I have listed the top targeting options preferred by advertisers today. Keep in mind however, that some of these features are actively rolling out as we speak, so they might not be available via your Power Editor just yet.
Professional Advice: In order to target people on your website, you need to have the latest Facebook Pixel installed appropriately on your site. The Pixel is now a requirement for all Facebook Advertisers and is helpful to target specific product pages, cart abandoners, etc.
Facebook Ad Targeting For Your Business
1) All Website Visitors: You can target all website visitors (as shown in the example provided below), segmenting by: 1 day (which is useful for the inactive Facebook Dynamic Ads), 90 days or up to 180 days (which serves as “catch-all” to make sure you do not missing anyone).
2) Specific Web Pages (Targeting and Excluding): This means that you can perform tasks such as targeting someone who added to his/her cart but did not follow through on the purchase, or perhaps someone who has visited the site and clicked around but did not convert.
We also use this as a method of exclusion for past purchasers for some of our clients. Suppose someone purchased an item recently they are most likely not going to purchase again anytime soon, hence we proceed exclude them.
3) Email List Segments or Tags (Targeting or Excluding): You can also incorporate your email list(s) into Facebook. This comes along with a variety of identifier options (as seen below).
Think for a minute, maybe you have customers who purchase your products on Amazon but you don’t have access to their email, instead, you have their phone number or location. Well that isn’t a problem! Through Facebook you can input a variety of alternative information outside of just email addresses (including zip code, gender, age, and more) to better grow and target your segment.
CRM lists are used as one of the key metrics for targeting first party customers. The people signing up for your email list are obviously going to be the most devoted of the lot as they have already shown great interest in your brand. From an advertising standpoint they are the key market to go after. You could also build lookalikes off of them.
We would also recommend that, in case you do set up a CRM list, that you update it on a regular basis. Our lists are updated every month from our clients, and Facebook makes it extremely easy to add in additional users to the lists so that you do not have to create a brand new list every month.
4) Time on Site: This is another audience based off of your Facebook Pixel. “Time on Site” is targeting people who have spent a significant amount of time on your site. This is a brand new segment and we have seen immense success using this targeting strategy with both our Facebook retail clients and even for our own ecommerce blog.
5) Engaging through Facebook: You will now be able to target your potential clients by converting ordinary audiences based off of information attained people who have engaged with your organic Facebook page, as well as the posts, a lead ad or even video. Targeting based on video engagement has been around for a quite a while now, but the latest introduction of targeting based on lead ad (as seen below) or a canvas ad is new.
The exciting part about Facebook engagement targeting is that advertisers are finally capable of connecting activity on the organic side with their paid advertising efforts.
6) Lookalike Audiences: This particular feature enables advertisers to target consumers who mirror or look similar to former or already existing customers they may have.
This advanced audience option is incredibly valuable! It enables advertisers to reach an entirely new group of prospective customers identical to previously converted customers, they may not have found otherwise. This can be useful on people who have visited your site previously, CRM list, or those who have engaged with your Facebook page.
7) Fans: You are also capable of targeting fans of your Facebook page. Right now the Facebook Algorithm only shows about 10% of your page likes, which is why you tend to view the reach so that it seems much smaller on an individual post than the actual amount of likes on your page. Targeting fans is a great way to spread any important messages to people interested in your brand its involved products.
Professional Advice: You can also target Friends of Fans. This includes anyone that is a fan of your page and their friend groups. We typically use this as a layering tactic on top of other audiences.
8) Behaviors: Behaviors are constructed based on someone’s activity on Facebook, as well as offline activity provided by trusted third-party Facebook partners. Similar to interests, this Facebook targeting option has an astounding number of categories and subcategories. You have the facility to reach people based on purchasing behaviors or intents, device usage and much more.
9) Interests: This consists of the types of posts users share on their timelines, the apps they use, and the pages they like. The interests section has a nearly limitless number of options to decide from. You can search relevant topics or choose from a list of categories, each containing an abundance of subcategories.
10) Demographics: The option of Demographics allows you to reach people based on, well, just about anything! The number of choices you have to choose from can be a bit overwhelming. And for advertisers, that is a pretty good problem to have.
You can target based on:
- Life Events