Facebook is still the most popular social media platform for advertising for a handful of reasons. One of them is the fact that it lets you target very specific groups of people and so you can make sure that your cost per lead remains really low and the ones who click through are more likely to be converted into customers on your website. Let’s see a couple of targeting options and see how specific we get!
Small business owners
If you target this group you can specify whether you want to reach people working in home offices or in a small office. For example, if you advertise available office spaces you can reach out to small business owners working at home within a 10mile radius from the location of your building. You can also target ones who live with their families or with roommates and probably have to move to an office as their business expands and makes working from home difficult for them and the ones living with them.
If you, on the other hand, want to advertise e-books or seminars about management tips you can also add freelancers, private teachers and other self-employed professionals into your niche or the ones who expressed interest in becoming one. Narrow them down by income if you wish, and set desktop as the device they use so that you catch them while working.
Facebook knows everything about your family situation and it becomes easy targeting moms and dads with newborn babies, toddlers, preschoolers all the way up to teenagers and grown-up children. It becomes more interesting when you reach out to fit moms who are interested in weight loss, trendy moms who shop online or single moms are keen on dating sites.
You can even find stay-at-home dads or work-from-home fathers with specific interests, political views and religion. The ones who rent an apartment and share it with other families (multi-family households) might be interesting in moving and new teen drivers are possibly looking for car deals nearby their location. You have to know your audience so well like you know your best friends in order to know what their motives are and whom to target with your product.
Dealing with distance
If your website lists cheap flights or products for frequent travelers you might address expats or families of expats, college students living away from home or even the ones who are in a distance relationship. You can also include adventure travelers and digital nomads or exclude them if your product is not meant for the ones who travel for excitement.
French and Spanish speakers living in the US, perhaps, want to get enrolled in an English course or find a bilingual kindergarten for their children.
People who have already visited your website
Facebook lets you set up custom audiences so you can easily retarget people who have already expressed interest in your offers. If you are selling an e-book or any downloadable content you can include people in your ad set who have already read your related blog post (i.e. visited the link that leads to this page) and exclude people who have already downloaded your content (you can measure this with the link to your thank you page after downloading your content). This lets you target an extremely narrow group of people so you usually don’t have to make additional settings to your campaign.
If your product or service can be given as a gift you can target people whose friend is getting married soon, the ones who have a close friend with an upcoming birthday or couples who count the days until their anniversary. You don’t need to keep all your gifting guide ads to the festive season!
It is a great opportunity for heartfelt headlines as well which congratulate people or remind them of the fact that they have less than a month to find something for the person they love the most. The more personal you get the bigger your chances to engage with your target audience!
People with a passion
You can easily find pet owners by showcasing your ad to the users who expressed interest in pet food and Facebook pages about cats & dogs. You can even find users who love farming, fishing and forestry, professional runners or belly dancers.
It is better to look for these categories under job titles, employment or industries rather than interests because most people express an interest towards activities they don’t actually practice. Although, if you target people who are interested in a specific gear, equipment or tool related to their passion you will most probably speak to your potential customers.