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Targeting: The key to achieving the anticipated level of success for your Facebook campaigns and reaching your target. Learn how to connect with your ideal user!
In order to better explain the fundamental aspects of creating optimal Facebook campaigns, we will use the marketing objective ‘brand recognition’ as an example.
A campaign can contain multiple sets of ads. It is therefore advisable that you edit the name of yours at this point to as to differentiate it from other Facebook campaigns that were previously created, or from future Facebook campaigns that you might create and activate with this account.
After clicking on the ‘continue’ button, you will go to the next step: ad set. Here, you will be able to segment your Facebook campaigns in relation to three key factors: your audience, your location and, finally, your budget and the dates for both the activation and completion of the campaign.
The keys to properly targeting your Facebook campaigns
Carrying out an effective segmentation will be the key to whether or not your Facebook campaigns have the expected level of success and if they achieve the marketing goal that you’ve just entered in your ad management panel. This point is, therefore, very important in the creation and configuration of your Facebook campaigns, and it is also here that you should invest the most effort in ensuring that this segmentation at its most optimal.
Target, search, and connect with your ideal user!
Segmentation in your Facebook campaigns | Audience
- Firstly, Facebook Ads offers you the option to choose from any of your previously created audiences in other Facebook campaigns, or on the contrary, to create a new audience that is much more compatible with the main goal you are looking to achieve.
- You’ll be able to indicate where your target audience resides. Add as many places as you see fit, or for example you can also mark a specific location and how many kilometres from that place that you want Facebook Ads to locate your target audience.
- You will also be able to indicate the age range of your audience, as well as if you only want your Facebook campaigns to be directed at women, men or to both sexes at the same time.
- Last but not least, you will also be able to find the interests of your audience. This is a basic point when it comes to any segmentation, because that’s what really gives Facebook advertising its power. You can insert as many interests as you want, either manually, with the ‘suggestions’ option or using the suggestions that the Facebook Ads system itself provides you with, by using the ‘explore’ option. Using this second option, you can select from a myriad of suggestions related to demographic data, interests, behaviours and other categories of interest.
We recommend that, before saving this category of public in your Ad Manager and continuing with the next step of the Facebook campaign, you go to the ‘Connections’ section and select the following option: Facebook pages > exclude people who like your page. It is understood that your fans and loyal followers tend to be more aware of all the posts that you continuously publish on your Facebook page or that they can see them on their timeline. What should be of greatest interest to you is being able to grab the attention of those that still don’t know about you, that don’t know of the existence of your brand or business and who, therefore, also wouldn’t know of your presence in a social network. So you need to broaden your horizons and open up to new users and future fans of your Facebook page. And who knows? Maybe you’ll find some prospective customers and future buyers!
Segmentation in your Facebook campaigns | Locations
At this second step in the targeting of a Facebook campaign, we advise you to select the first option, ‘Automatic locations (recommended)’. What does this mean? Your ad group will automatically be shown in places that are more likely to get better performance, including both Facebook and Instagram.
If you choose the other option, ‘edit locations’, you may reduce the number of people your ads reach and you will therefore be less likely to achieve your main goal with the campaign.
Segmentation in your Facebook campaigns | Budget and Calendar
As the Facebook ads system will tell you, you simply have to “define how much you want to spend and when you want your ads to be displayed.
We recommend that you specify a daily budget, not a general ad set budget, as well as a start and end date for your Facebook campaigns, in order to be able to take better control.
Finally, one more recommendation: take a look to your right. Here, you will find an estimate of the daily scope of the campaign and, therefore, of the possible results to be obtained based on the defined target audience, its duration and the indicated budget.
As we have been stressing throughout this post, targeting is the cornerstone for your Facebook campaigns to really reach a quality target audience, those who might become fans of your Facebook page, click on the ad and go to your website.
Despite knowing in advance that the key to success lies in a correct segmentation of Facebook campaigns, we musn’t forget the last creation and configuration step: the Facebook ads themselves.
