Facebook Ad Targeting
If you’ve been reading along with this series, you’ve already identified your target audience, chosen the visual content and have written your copy for your advertisement. So what’s next?
All that’s left is plugging in all the pieces, right?
There’s a few more steps...
Once you’ve set up your ad, you’ll want to make sure that your targeting is aligned with the vision of your target audience.
You can accomplish this in the ‘Edit’ function of the Ad Set.
Once you’re in the Ad Set Editor, you’ll want to review your notes from your target audience as well as your research, both market and customer research.
From your notes and source materials, you’ll want to extract keywords and phrases that could potentially be targeted. Once you have a list of keywords, it’s time to explore plugging your target audience into the interface.
You'll want to use interests, behaviors and demographics to find your ideal audience.
There’s the option to hyper target by pressing the ‘Narrow Further’ button underneath the ‘Interests’ box. This will introduce an "AND” clause. When characteristics are in the same targeting box, they are all "OR" clauses. This means that the audience only needs to qualify to one keyword or phrase.
When items are in separate boxes, it means that your audience has to qualify for one of the items from Box One and an item from Box Two.
There’s also the option to exclude specific items, giving you the option to ensure that your targeting is hyper focused on your most ideal client.
An example of an exclusion.
A client was growing an email list for affiliate marketing. We chose to exclude the affiliate company so that our entire email list will not have heard of the affiliate.
It’s best practices to have a focused target audience. One of the benefits of Facebook Ads is the ability to hyper-target, finding your most ideal client in the Facebook environment.
And once you have some traffic through your Pixel, you’ll be able to expand your audience with a Lookalike audience crafted from the most ideal version of your target audience.
Oh, I haven’t mentioned the Facebook Pixel yet…
The Facebook Pixel is the code used to capture analytics data when using Facebook to drive traffic.
The pixel is easy to install.
The first step is to go into your Business Manager and select ‘Pixels’ from the drop down menu. The next step is to create a Pixel. There’s a green button to start your Pixel. Next, you’ll want to read the instructions and copy and paste the code that says that it needs to be placed in the ‘Header’ of your website.
You’ll copy and paste that code, either into the ‘Header’ of the website or into your web developer’s inbox telling them that this is the Facebook Pixel install code.
Once it’s installed, you’ll be able to analyze the data from your traffic on your website as well as set up specific conversions and retargeting for specific events on your website, landing page, store or in the Facebook/Instagram environments. Sound helpful?
Use the Facebook Pixel to gather your data. Install Google Analytics into your site while you're at it!
And that’s the info for today…
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