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Facebook Marketing Strategies – Targeting Your Facebook Ad Part 2
Facebook marketing strategies, as I mentioned in Part 1, are very easy to implement once you know what you’re doing, but using Facebook ads is very different from other PPC ads. Using Facebook ads to drive traffic to your Facebook page or group is one of the fastest ways to build a marketing list of thousands.
I’ve explained the importance of choosing the right image and text to place in your ad, but the most important step is getting your targeting right. First you need to choose the country you want to target and this will be based on what you are marketing and its relevance to that particular country or language. As a rule of thumb, I would recommend starting with the US selection.
Demographics: This is where you need to do some research on the niche your Facebook page is based on. What you need to do is type the product name or niche name for your page into Google. Then find other sites that are specific to the niche or product you are promoting. Once you have 1 – 5 pages, copy the URL of each one in turn and go to Quantcast.com.
Quantcast.com is a site where you can enter a URL and it will give you information about the traffic that visits that URL. Quantcast also provides demographic information about visitors to these sites, such as age and gender. Once you’ve tested each of the URLs on Quantcast, you should have a very good idea of the age range and gender that your product or service will target most specifically.
You take your information and then enter it into the demographic section of the Facebook ad you’re creating. Stick to the age range and gender that yielded the highest results on Quantcast. So if the research showed that it was women aged 25-35, you would enter that information in the demographics section of the ad.
Likes and interests: Here you need to enter what kind of likes your target audience might be interested in. Start by trying to write in your niche. If that gives you a target number of millions of people, try narrowing it down a bit. So if your niche was internet marketing, try narrowing it down by trying something like affiliate marketing. Use your common sense, but don’t add a bunch of different interests, you only want to have one or two, or three at the most.
Connection: Just select “anyone” in this section
Advanced Demographics: This is where you need to think about your target market. If your age in the market is 20-30 then I would suggest selecting ‘everyone’ but if the age range is 18-25 you can select single or in a relationship. When it comes to choosing “biased”, just use common sense. If your research tells you that your target market is women, by and large most of them would be interested in men.
Education, which you can leave as “all” and instead of work, only applies if you are targeting a workplace-based product that has to do with a particular company.
Campaign budget: First you need to set a budget of $20, but within the first 6-12 hours you will be able to see how your ad responds. If it responds poorly, you can stop the ad and try another ad campaign.
Price: Always choose pay per view because then you pay for every thousand clicks on your ad. Once you’ve selected, you’ll see a maximum bid figure and a suggested bid next to it, giving you the price range you need to bid on. Pick the lowest number from the 2 numbers listed and then increase it by 2 cents. So if the value of the lower bid is 21 cents, you bid 23 cents.
In Part 3 of Facebook Marketing Strategies, I’ll explain what happens once you set up an ad and place an order to run it. So make sure you read part 3 of these Facebook marketing strategies.
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