One of the most important elements in a successful Facebook ad campaign is targeting. Making sure that your message is getting in front of the right people is key to ads that convert into not only leads, but paying customers down the line.
It can seem like a bit of a guessing game, but with the right tools, you can research and identify where your ideal clients are hanging out on Facebook.
Here are a few ways you can hone in on an audience full of your ideal clients.
1. Google Search
Yep, a good old-fashioned Google search can be your best friend when finding targeting ideas. If someone were looking for help on your area of expertise, what would they search for?
(Realtors in Seattle; meal planning; all-inclusive resorts in the Caribbean; best books about entrepreneurship; best weight loss workout…you get the idea.)
What comes up when you do a Google search like this? Chances are it is brands, books, thought-leaders, conferences, and websites that a lot of your ideal clients like on Facebook!
Make a list of the results and then see if they are “targetable” with Facebook ads. (Hint: Not every Facebook page can be targeted, so compile a big list of options to work with!)
2. Audience Insights
Facebook has an amazing tool called Audience Insights. Using this tool, you can discover more about the demographics, page likes, and activity of people you want to target with Facebook ads.
Here is a quick walkthrough of how to leverage Audience Insights:
First, go to https://facebook.com/ads/audience_insights.
You’ll see a screen that prompts you to choose an audience. Select ‘Everyone on Facebook.’
You’ll see on the left, you can narrow your search by location, age, gender, and interests.
As an example, let’s look at people who like “entrepreneurship” – a general interest rather than a specific page they might be a fan of. (You can go general or put in specific pages for your search.)
Under the demographics tab at the top, you can see that the greatest percentage of people who are interested in “entrepreneurship” on Facebook in the US are men ages 25-34, closely followed by women of the same age.
Check out the demographics and ask yourself – is this your ideal client? If your ideal client isn’t well represented within an interest’s results, you might look elsewhere for targeting ideas.
If you click over to the “Page Likes” tab at the top, you can see various public figures, authors, media outlets, etc that people who like entrepreneurship tend to follow.
Start by searching for a few key interests that you know your customers have in common. You can add in general interests (like entrepreneurship), or you can put in specific Facebook pages your ideal client would follow.
Each new interest you add will alter the results that appear to the right and give you new ideas to research. Some results will make sense, some will be too broad, but this is a great way to learn about an audience, straight from the source – Facebook!
3. Similar Site Searches
Can you think of at least ONE site your ideal client likes? If you can, here are some more search tools that can help you find other sites like it!
Go to one of the websites below, put in the URL of one of your Google search results (from tip #1), or a thought leader you know is relevant to your niche.
Sites that do this:
There you have it, three great ways to get started with audience research!
At any point in this process, you can ‘lather, rinse, repeat’ with your results. Find a site in similar site search that seems like a good lead? Plug it into Google search or Facebook Audience Insights and see what else comes up.
The important thing is to experiment with targeting and see what works for you. Start by testing 2-3 audiences (ad sets in Power Editor) for your ad campaign and see which one responds the best to your offer.
Still not sure who to target for your particular niche? I offer 1-to-1 coaching for Facebook ads and can help you create a custom plan for your unique business. Learn more at http://sociallyaligned.com/social-media-marketing-services/