Facebook's ad targeting capabilities– currently very impressive– have actually simply gotten much deeper and will allow you to make more money with your only ad campaigns.
Facebook revealed recently that soon enhanced Core Audience targeting options will be rolling out shortly, permitting online marketers to target Facebook users based upon location, market type, demographics, interest and off-site search behavior.
What’s more, Facebook is including Partner Categories to the Ads Create Tool for U.S. users (and soon to be rolled out to other locations), allowing everybody from brands to small businesses to use this targeting capability.
With much deeper location targeting, merchants and sellers can target customers who live near chain stores or outlets with multiple locations.
They can also exclude certain locations, such as particular postal codes within a state or city.
With the Core Audiences demographic capabilities, online marketers can aim Facebook advertisements at those who have actually recently changed their relationship status or other key indicators, such as work environment and job title.
Looking to target people who LIKE particular things, however not the specific page (think of subjects like flowers or football). Facebook has simplified interest-based targeting so segments have simply one easy meaning. Rather than broad categories and keywords, marketers can simply pick one section (such as football), and reach Facebook users who have LIKEed or expressed interest in football topics on Facebook.
The Facebook for Business blog site described exactly how online marketers can target users based upon their habits off of the social network:
We're incorporating brand-new targeting options in Core Audiences Tool. Behaviors that even include Partner Categories. This provides online marketers the capability to target campaigns to individuals based upon things they purchase and what they use their device for. If you desire to reach people interested in music who use iPhones, you'll use behaviors as part of creating your target audience.
So the question is: how can we use this tool and targeting options to make more money online?
Allow me to run some examples by you to show you how powerful this is.
Imagine you were going to promote an app that only works on iPhone and is targeted at people who like footy (Aussie Rules)
-then you can set up a campaign that only shows up in Australia, only shows up on iPhones and only shows up in the feed of people who have either likes aussie rules, liked a page associated with aussie rules or had some engagement of a related page. Then you can also add demographics like you only want it to show up on the feed of males aged 18 – 44.
The amazing part of this is that you will only be showing your ad to very qualified group of people with precise interests so there’s no wastage at all…
What I mean is that you are not paying for your ads to be shown to people who are not interested in that subject.
But there’s more to it than that…
Facebook are also tracking the ‘off-facebook’ activity of it’s users so while someone may not go and like a page on real estate for instance, if they go to a real estate site to look for a new house facebook will know about it, and you can target them through their targeting system.
It’s pretty crazy and a little creepy / big brother but at the same time from a business point of view it’s pretty amazing.
There are 3 things that you can also use to find great target audiences: (if you watched the video I talked about in yesterdays email then you will have already seen this)
Topics – the things that people have liked or pages they have liked
Brands – Brands they have mentioned, Liked or engaged with
Celebrities – who are the top or most know people in that niche
So when you are setting up your audience inside of facebook you can use these ideas to find the most targeted group of people to show your ads to.
If you are not ready to do facebook advertising yet…
You don’t have a product or a website yet then watch out for my email on Thursday which is going to show you some pretty clever ways to make money even without those things.