When switching Facebook Ads Targeting plays a crucial role! Most advertisers today have already had experience with advertising on social media. Sometimes it works better and sometimes worse. And this is mainly due to the definition of your target group. You need to know your target audience and precisely determine them using Facebook Targeting. This is the only way to achieve successful Facebook Ads switch.
In this blog post we will show you three ways to define your target audienceso that you can place advertisements that bring you clear added value in terms of reach, leads and new customers.
Targeting options on Facebook
To ensure that you reach the right target group with your ads, Facebook offers you three different options for addressing your potential customers. These are Core, Custom und Lookalike Audienceswhich are described in more detail below.
Core Audiences
If you are just starting out with Facebook Ads, you have not yet been able to collect customer data from Facebook, which is why you need to use the core audiences. Or you want to reach a so-called cold audience, i.e. a completely new customer group. In both cases, the Interessen-Targeting This is an entry-level option and can be used by anyone without any preparation. Interests and behavior of Facebook users looked.
But how exactly does interest targeting work? Facebook enables it through the Collecting data inside and outside the platformto provide advertisers with targeting options. This includes access to users’ public profile data, such as age, gender or place of residence. Other information that Facebook makes available includes purchases and, of course, where the purchase was made. The type of smartphone, the search history in the browser and generally any public information about the user. This is then displayed to you anonymously and you can freely select which interests and criteria are relevant to you.
Custom Audiences
Custom audiences are customer groups based on CRM data or website visits, for example. Users are addressed here who already interacted with your company and thus already shown interest The custom audience can, for example, be based on your existing contact lists. So you can use data from your CRM system or your email lists. Another option is to address your website visitors. However, this requires setting up the Facebook pixel so that this user data is collected and a custom audience can be created automatically. The last option is to address app users. Here, developers can use the Facebook SDK to create ads that encourage certain actions in the app.
Lookalike Audiences
The Lookalike Audiences are twin target groups based on Custom Audiences or Facebook Fans. This means that these people resemble the needs and desires of your existing customers. It is a quick but effective solution to connect with people who are likely to be interested in your product or service. All you have to do is create an initial target group with users you already know. Then your ads will also be shown to people with similar interests and criteria.
Facebook Audience Insights
Facebook Audience Insights helps you in-depth information for example about the needs and demographic characteristics of your online target group This allows you to tailor your campaign strategy much more precisely to your potential customers. The insights allow you to precisely analyze your target group using the following characteristics:
- demographic information (gender, age, level of education, occupation, relationship status)
- Place of residence and language
- Likes for Facebook pages
- Activities on the social media platform Facebook (likes, comments, link clicks)
- Device usage (e.g. which mobile operating system do you use)
You can access Facebook Audience Insights through your Ads Manager In the manager, you need to go to the “Audience statistics” via the “Plan” column. From there, you can select which audience you want to analyze in more detail. If you have not used this tool before, Facebook will automatically suggest three audience options. “Everyone on Facebook,” “People connected to your page,” or “a custom audience.” Once you have chosen an option, you can start analyzing your potential customers.
Buyer personas to accurately identify your target group
You may be wondering how you know exactly which group you should target on Facebook. It is recommended to create a buyer persona. This is a fictional person who typical customers of yours based on various characteristics and thus gives your target group a concrete face. This persona enables you to more easily put yourself in the shoes of your ideal customer and thus see what their wishes and needs are. The various characteristics also include insights into the everyday life and emotional world of your customers. However, since you cannot summarize your entire customer group in one persona, it is a good idea to create two or three personas and update them regularly.
Once you have created your buyer personas, it will be much easier for you to address your target audience on Facebook and you will be able to narrow down your customer group much more precisely. This way, you will reach more users who could actually be interested in your company and the likelihood of acquiring a new customer will increase.
Conclusion
As you can see, understanding your customers is extremely important when placing ads. So think about your customer group beforehand and, ideally, create a buyer persona. This will help you to specify and optimally adapt the targeting for your campaigns.
We as Facebook-Ads-Agentur We will be happy to help you with targeting and creating your campaigns and advertisements and will be happy to answer any further questions you may have.
Where can I find the audiences created by Facebook Targeting in Ads Manager?
In the Ads Manager, you need to go to the navigation menu. There you will see the term Target Groups. If you click there, you will see a list of all the target groups you have already created and you can also carry out new Facebook targeting actions there.
Which interests are the right ones for Facebook targeting?
Facebook targeting varies greatly from company to company. There are no guidelines. You need to focus on your buyer personas and put yourself in your customers’ shoes. This is the only way to find out what concerns and might interest your target group.
What does Facebook targeting mean?
In marketing, targeting means addressing a specific target group. The most important thing is to determine the target group beforehand for a campaign, so that you can control exactly who should see your ad. You can also determine whether your ad should run on Instagram or only on Facebook. Targeting is also used by networks like Google, where you can also run your own campaigns.
