Why Facebook Ad Targeting Matters and How You Can Improve Yours

Facebook Ads have become one of the most popular and effective advertising methods. They have become an integral part of any great growth marketing strategy. After all, being the most used social media platform in the world, Facebook has over 2.6 billion active users as of 2020, making it a great place to reach out to new customers and connect with your existing customer base.

One of the most profitable ways Facebook makes money is through Facebook Ads. It allows businesses to advertise themselves on the social media platform after making a payment. Especially now that Facebook’s algorithm has been changed to be in favor of personal content, meaning that less business and brand content will be shown on user’s feeds, paying for ads has become more or less necessary.

But simply paying money for Facebook Ads doesn’t guarantee the results that you are looking for if you are not doing it the right way. You could still struggle even after using Facebook Ads if you don’t know what you are doing. This is exactly why targeting matters.

Facebook Ads targeting is a way for businesses to have a better reach in terms of quality and quantity by maximizing their ad targeting efforts. If you want your campaign to become successful, it is imperative that you target the right people using the right message. Customers at different stages of the sales funnel are looking for different things, and only by targeting them with the right offer and message will you be able to convert them into paying customers.  

If you wish to reach your ideal audience, you have to do more than just figuring out demographics. Many businesses make the mistake of thinking that their targeting work is done if they have their demographics, but zeroing in on your audience takes more work than that.

If you wish to make the most of Facebook Ads targeting, here are several tips that can help you out:

  • Target your audience based on age range
    One of the most basic criteria for filtering out your target audience is by their age. Based on your offer’s products and services, you will have to target your audience based on age range. For instance, if you are offering geriatric products, it would make sense for you to target people over the age of 60. If you want to decrease your cost per conversion, you can do so by expanding the age range. By doing so, you may be able to reduce the cost while Facebook still shows the ad to your main target audience.
  • Target your audience based on their interests
    While demographics based on basic filters such as age and gender are important, they only lay the foundation. They are not enough for an effective targeting for your growth marketing in today’s competitive online space. This is why highly specific targeting matters and one of the most important bases is your audience’s interests. When you define your buyer persona based on interests, it becomes easier for you to target your advertising efforts. Not only this, it is also more cost-effective as it helps you reduce your cost per click/conversion.
  • Target your audience based on income level
    Another important targeting method is to target your audience based on income level. Depending on your brand and the products and services you offer, it may make sense for you to target people with very high income or college students living on a budget. In short, if your product or service is targeted to a specific group of people with a certain income level, then your Facebook Ads targeting needs to follow suit. Fortunately for you, this shouldn’t be a problem as Facebook allows businesses to target their audience through 30 different financial behaviors. By using this feature, you ensure that the people to whom your ads are shown are the people who have the means to buy it.
  • Don’t forget to focus on customers already interested in buying what you offer
    Facebook has a way of knowing if consumers have been researching a product on the internet before they go online to buy it. In fact, as much as 73 percent of consumers research a product online before they make a purchase. This can help you target consumers who are already looking to buy products that you have to offer. Facebook Ads can target your ads to those who are not only interested but willing to buy the products that you offer.
  • Target your audience by the browsers they use
    An interesting fact is that the browser that consumers use can reveal a lot about the type of people they are. This allows businesses to improve their targeting efforts and zero in on high-converting audiences. For example, some products may appeal to those who use Chrome, while some products may be more useful and appealing to those who use Safari or Firefox. A useful tip to remember is to target users of all browsers expect for Internet Explorer, unless you are offering products aimed specifically at seniors or late adopters. You will likely see great improvements in your campaign results.
  • Target your audience based on their field of work
    Another method of Facebook Ads targeting is to segregate your audience based on their field of work. Especially if you are offering products and services that people in certain industries will find useful or be interested in, targeting your audience based on this criterion can come in extremely handy. Facebook allows you to filter your audience based on work categories. First, you will have to browse by Demographics, after which you can select work. This enables you to choose a particular industry or search for a specific job title or employer or office type. Make sure to combine these filters with other options so that you can improve your targeting and get the results you are looking for.

With these tips above, you can make the most of your Facebook Ads targeting and see successful campaign performances.