How to Target the Right Audience Using Facebook Ads
A Guide to Facebook Advertising
Google, Facebook, and other large online companies are gathering massive amounts of data about you—and you may not even know it. From the type of car you drive—whether luxury or economy—to the size of your income and shopping habits, these SEO giants are tracking your activity online and placing you in specific categories for marketing purposes. This may sound scary to you on a personal level, however companies like Facebook are trying to offer the right goods and services to you that you are interested in. It may seem odd that you see a Facebook ad about a wine of the month club after you had just searched for a local winery, but their end goal is to just give you what you want.
Since Facebook has large amounts of data on the people you are trying to target for smart home automation, their advertising is an incredibly useful tool for selling your services online. Here is the rundown on how Facebook targets people online, and how you can benefit from it for your audio/video business.
Install the Facebook Pixel
Upload Your Email List:
Your most valuable audience is the consumer you already have a relationship with. Many of them have already become customers of yours, and would make for a much more receptive audience should you have new products or services to educate them about. This audience is much more likely to convert, than a consumer who is meeting you for the first time. With a fresh audience, it can take time to educate them about your business and build trust before they spend money with you.
Creating a Facebook ad using the Facebook Business Manager allows you to customize your targeting a lot more than simply boosting a post. When you press “boost” on your page, Facebook determines where the ad is shown, who sees it, and when. But with custom targeting, you get to decide what types of people see your ad and when. You can choose from a drop-down list of many details, such as your audience’s gender, age, location, spending habits, home ownership status, and even if they watch horror films or romances. After you select what types of people you want to target, you choose when the ad will run, at what times of day, and if it will show up on other social media sites as well, like Instagram. Then you can determine how you want to add to look, from picking out a photo to writing a tagline and including a link to your website. We recommend you always drive traffic to your website.
Lookalike audiences are created using a list of your customers’ email addresses, names and phone numbers. First, export a list of your most current customer list, then upload the list into Facebook Business Manager. Facebook will match your list to the corresponding Facebook profiles and analyze them. Based on what your current audience likes and what they are interested in as well as their behaviors online, Facebook will create an audience that is similar. This is a great tool to market your services to the same types of people who already love what you do. Facebook will place your ad in front of a whole new set of people to increase your page likes and website visits.
Boosting a Post
One way to advertise on Facebook that many people are familiar with is boosting a post, which puts your post in front of more eyes. Whenever you post something on your page, your followers will see it, but what about the millions of other people on Facebook who have never heard of your company? Boosting expands your brand by giving your business more visibility and it also increases engagement with your page. Boosting also helps you get more likes and comments.
Author: Michelle de Carion
Title: Content Manager
About: As a Content Manager at One Firefly, Michelle de Carion is responsible for supporting One Firefly clients by producing engaging web content in the form of blogs, press releases, social media updates, newsletters and case studies. With a bachelor’s degree in communications, Michelle has drafted hundreds of blogs over the span of her career in journalism and marketing for 8 years. She specializes in creating creative copy for all digital marketing platforms. Michelle joined the One Firefly team in 2014. She spends her free time swing dancing and volunteering with the Fort Lauderdale dance organization, Swing Out South Florida.