5 Ideas for Better Facebook Ad Targeting

Despite new social media platforms appearing every day in the digital world, Facebook still seems to be the best platform for advertising today. 2.6 billion monthly active users means your customers are definitely out there somewhere. So you need to know how to target them.

5 Ideas for Better Facebook Ad Targeting

You can place very cost-effective ads on Facebook. We are talking about an environment where the costs per result can fall as low as 1 cent. Therefore, the main issue here is not the cost of advertising, but the ability to direct Facebook ads to the right target audience.

There are 2 challenges to accurate ad targeting on Facebook:

Facebook Ad Targeting Tips

Start by carefully crafting buyer personas for good Facebook ad targeting. You should be aware of the different types of Facebook ad audiences and learn to use them. And ultimately, you need to start with targeting audiences that are more likely to buy.

'Accurate targeting' is the most important part of the Facebook marketing plan, so you have to make time for it. Otherwise, you leave a lot of money on the table.

What's more, if your campaigns aren't getting the satisfactory results you expect, you need the right targeting strategy to even understand why. After all, what you want is to attract customers from Facebook. This requires starting with designing a solid Facebook advertising strategy –and getting the targeting right is crucial to that strategy.

In this article, we want to share with you 5 Facebook ad targeting strategies that have proven to work. So let's dive in.

1. Build solid foundations with buyer personas

Did you know that understanding who the buyers are can have a huge impact on the profitability of your Facebook ad campaigns? Well, now you know. If you do not develop a concrete understanding of your buyer personas, the effort and process you will spend to make Facebook ads more useful will be extremely overwhelming.

Related topic: What Is Buyer Persona and How to Create a Good One

With a little research and work, it's possible to build buyer personas. You can do a few practical exercises to create more information about your ideal buyers.

For example, you can interview your current customers to understand and define them better, search for demographic trends in your contact database to find what they have in common, find some extra information with the occasional forms to share, follow your industry influencers and examine the types of people who interact with them.

2. Target people who are already aware of your business

You'll get more enjoyable ROI results if you target people you already know, as people will buy from places they trust. The people who are easier to trust with you are, of course, those who know you, and these are the right people to target.

For this, you can use your email lists, retargeting technique for those who visit your website, and your fans who like your Facebook page in your targeting.

3. Don't forget lookalike audiences

Facebook lets you target custom lookalike audiences. Doesn't a similar audience of people who already know us sound like great potential? People have a lot in common, and what matters to us here is who the people we're targeting have in common with. The answer to this question is also obvious: our current customers, potential customers and fans.

4. Narrow down the number of people by combining the lookalikes we mentioned above with special interest targeting

Yes, we talked about common points, but this will differ according to the target audience of each business. In other words, there may not be enough common ground between the customers of your business. Thus, you should not allow Facebook to show your ad to random groups similar to your customers; because this can negatively affect your ad's quality score.

The best thing to do in this case is to add interest targeting and additional parameters to your mix.

5. Take advantage of detailed targeting

With granular targeting, you can use some demographic data and target specific users, including specific interests and behaviors.

For example, you may run a gym center in Manchester, England. Here, people tend to go to the gym more during quiet hours and they do not hesitate to travel a little extra distance with their vehicles. So, if you are designing an advertising campaign that will attract the attention of young men, you can target men between the ages of 21-27, who like to travel by car, who own an xyz brand car.

With this method, there may not be a very large audience that the ads will come across, but you got the point here. The logic in granular targeting anyway is to refine your ad targeting to avoid unqualified clicks.