Although Marketers wish the efforts in increasing an audience’s reach was as simple as ‘if we build it, then they will come’, but we understand this aspiring approach is unrealistic without identifying and specifically targeting the right audience ready to engage and convert.
So how do we, as marketers, target our brand and strategies to the appropriate market?
To answer this question, we looked into the power of Social Media with a special interest into Facebook and its recent advancement into Ad Targeting.
Facebook has recently introduced core audience targeting options to their ad features, giving marketers the power and ability to further refine and reach precise audiences. With the release of four key targeting abilities, Facebook is increasingly becoming the leader in online advertising for business. These four targeting types include: Demographic segmentation, Location targeting, Interests and Behaviours. Here you will have the ability to look closely into each targeting option through our analysis and evaluation.
1. Demographic Segmentation to Capture the Desired Audience
The demographic feature available in the targeting ad options, gives advertisers the ability to target Facebook users in exciting and powerful ways. When utilised correctly, this advertising tool has the capability to hone in on the specific audience ready to respond to the brand’s image and message.
The advertiser can now use the extensive demographic targeting to direct their ad to an audience based on their relationship status, education level, workplace, age, gender, life events, languages, and various other segments.
With the vast array of demographic targeting options available, small businesses right up to enterprise level corporations all have the ability to direct their brand, products or services to an interested audience ready to convert.
2. Leverage Traffic with Location Targeting
Understanding where to reach your audience is a crucial aspect when targeting your ads. Facebook understand the importance of location targeting and now gives advertises the power to direct their ads based on Country, State/Province, City and postcode. These location categories ensure both national brands and small businesses are reaching an audience in the area they market, with the ads visibility only displayed in the locations specified by the advertiser.
In selecting specific locations, marketers also have the ability to select multiple countries, states, cities and postcodes to target a single ad campaign – reducing the need to create multiple campaigns for several locations and areas.
In addition to the location filters, Facebook has introduced Radius Targeting, which enables the advertiser to target their audience located within a certain distance from any specified city. This tactic has the available options to target people within 10, 25, or 50 miles from the given city.
3. Reach New Markets with Interest Targeting
Interest targeting would be considered the most powerful technique in terms of reaching new markets and defining your ideal audience. These audiences’ interests are drawn from their activities, hobbies and page interests they have liked on Facebook.
When displaying your ad and conveying your brand’s message to an audience with an interest in the industry, it is more likely your ad will persuade or influence the audience to engage. With an increasing engagement rate, we are more likely to see improvements in conversions and in the long-term achieve increased brand loyalty and customer retention.
Interest targeting gives the advertiser two options when creating an ad; Broad Category Targeting and Precise Interest Targeting. Broad categories are predefined targeting groupings, drawn from users Facebook likes and interests. This option may appear as an efficient way to reach a vast audience; however this targeting method often leads to more expensive users, less willing to convert. On the other hand we have Precise Interest targeting, which allows the advertiser to capture an audience based on their profile information including interests, liked pages, apps they use, and other timeline content. This targeting method is considered the best return on investment, with a larger audience ready to convert.
4. Increase Conversions with Targeting Behaviour
Behaviour targeting hones in on consumer insights for the marketers desired audience, giving advertisers immense power to reach out beyond their existing customers and tap into new markets with diverse purchasing behaviours.
Purchasing behaviours is just one of the types of behaviour targeting options incorporated into Facebook ads, with mobile device usage, financial behaviours, digital activities and many more choices available.
The Bottom Line
Using these advanced Facebook ad targeting options, gives advertisers the ability to increase audience reach, and direct their brand to a targeted audience willing to make a conversion. This form of advertising is clearly another improvement from Facebook, designed to increase the relevancy and engagement rates of ad campaigns. Target the right people willing to engage or convert at the right time, then Facebook’s ad targeting options are proven to be effective and are increasingly becoming a vital part to a business’s online marketing strategy.