The power of audience targeting
The ability for refined and niche targeting is a huge part of what makes Facebook Ads so powerful and what can help to stretch a small budget a long way.
One of the biggest mistakes business owners make is trying to reach everyone instead of focusing on a specific target audience.
The thing is, when you try to talk to everyone, you’re effectively talking to no one. Plus, you’re wasting your money. Why try to sell to people who will never be your customer? Or to people who you don’t want to be your customer.
With Facebook Ads, you can find your customers and serve ads just to them. This is really quite possibly single handily the most powerful part of Facebook Ads. You can create highly defined and custom audiences in Facebook Ads so that you can manage who is seeing what ads and when.
There is really no end to the targeting you can do in Facebook Ads.
We are going to share three of our favourite super powerful targeting strategies to use with Facebook Ads.
1. Location Targeting
If you have an event or workshop you are trying to promote, or if you want to build up your local customer base, location targeting is a great tool to use. To take this targeting feature one step further, you can select three criteria for the location of your audience:
- Your audience lives in the location you are targeting;
- Your audience is visiting the location you are targeting; or
- Your audience was recently in the location you are targeting.
The default setting for location targeting is all three. But, if you are a business whose dream customers are tourists to your city or town, then you may only want your ads to be shown to tourists. And if you're running a workshop and trying to build your brand in your community, then you may only want to target residents rather than spending money to get your ads in front of people who won't be around for very long.
2. Life Events Targeting
If you are selling products or services for new parents, for weddings, or to help people celebrate a key milestone in life, then you definitely want to take advantage of the life event targeting feature in Facebook Ads. You can build audiences of people who are at a key milestone and show them ads that tell them why your business is the perfect fit to help them celebrate and rock that life event.
3. Interest Targeting
When we talk marketing, we often talk about three kinds of audiences: those who buy your product or service already, those who never would, and those who don't yet but could be easily sold to. The thing is, don't waste your time or money selling to people who will never be your customer. Frankly, even if you could sell to them, you wouldn't really want to because they aren't your dream customer!
Interest targeting let's us put our money and effort into only getting ads in front of people who will buy or who are likely to buy by building audiences that have interests that our brand and business caters to. If you are a wellness business, target those who are interested in health and wellness. If you are a travel company, target those who like to travel. And so on.
Using these targeting features to create audiences that really align with your Dream Customer will help you serve the right ads to the right people so that you can crush your marketing and business goals.