If you recall from our latest post about setting up advertisements within Facebook, there is a campaign structure to adhere to when creating your ad.
While we focused on the cost structure in your ad sets in our recent piece, we realize we only scratched the surface on the intricacies of defining a profitable audience for your Facebook ads.
In any form of marketing, targeting is essential to a successful marketing campaign; because without targeting, you’re just blasting your message to everyone and anyone who happens to see your advertisement. And that method becomes expensive.
When you target your customers, you are more likely to see your desired results since you have tailored the message to appeal to those who already have an underlying interest in converting.
So how do you reach that potential with Facebook ads?
Define your target market on social media.
This group of potential customers may have different qualities than the personas you’ve defined for your email audience, your direct mail audience, and even the audience for your display ads on other websites. It is important to understand who buys from you, and their habits on social–and more specifically, their habits on Facebook.
Be specific, but not too specific.
Below you will see the many different areas Facebook provides for you to define your target ad audience.
– Custom Audience
– Partner Categories
With all of these categories, it is easy for you to get so granular in your targeting that you can choose a potential customer down to their college major.
However, we would caution against that.
As we have made evident in the choices provided for you in Pagemodo Ads, there are plenty of ways to properly target your audience without winnowing down your audience to just a handful of people.
– Gender is defined as men or women or both
– Age is defined as between the ages of 13 and 65
– Location is defined as their stated city, zipcode, or state
– Interests is defined as a term or phrase that is auto-filled by Facebook
So, when choosing your audience preferences, take note of the potential reach size (number of impressions) before submitting for approval. If the quantity is too low* or too high (yes, that is a possibility) see what changes you can make to reach a volume that will meet the goals you established in the very beginning.
*A good tip for when impressions are too low is to look at the interests filters you have chosen. Are any of the interests too specific, and could be made a bit more general to reach a larger population? For example, you want to advertise a new menu for your restaurant featuring eggplant parmigiana and choose ‘parmigiana’ as the interest; think instead if you chose ‘Italian Cuisine.’ You could reach a larger and still targeted audience!
Design for your target audience.
It is always important to design with your customer in mind. And that is no different when it comes to designing your ads.
A Facebook ad is created with four aspects: your description, your creative, your ad headline, and your link.
So when it comes to customizing these variables it is important make decisions on the audience you have defined in the previous steps.
Test, test, test!
Remember that one size doesn’t fit all for advertising. Just because you have customized your ad for a particular audience, that doesn’t mean everyone in that audience prefers the same messaging.
This is where testing comes in.
By implementing a variety of messaging in the creative, in the description, or the headline you will be more likely to see the general preferences for the audience you are targeting.
Within the Facebook campaign structure, you can organize your ads by campaign, ad set, and ads. Facebook suggests that on the ad set level you should define budgets, bids, targeting, and placement so that with each new ad you create with different images, texts, or links you will keep the same settings from the ad set level. This way, Facebook can optimize ads based on their performance (how well they are converting).
Unfortunately, there are some caveats to structuring your ads this way. Within 24 hours, Facebook often makes the decision about which ad is performing the best, and will no longer show the other ads to the audience you defined to give it a chance to shine.
But don’t worry—there’s a loophole to give each ad you create a fighting chance to perform well, and get a true sense of your audience’s preferences.
Create a new ad set with each ad design you create. This way, each ad is on its own (not competing against each other) where Facebook can’t decide to not give it the attention it deserves in the News Feed.
Luckily, Pagemodo Ads does this for you. Each ad you create will have its own defined set of budgets, schedules, and bids; as well as, its own images, texts, and links to create an ad that will reach a wide and targeted audience to help meet the conversion goals you set for your social media advertising.
And let us know if we can help clear things up for you in the comments (we will reply!).
About the Author: Deanna Zaucha is the Senior Specialist of Content Marketing for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.