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8 best Facebook targeting strategies Krisztina Rudnay
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Page 1: 8 best Facebook targeting strategies - marketing6pack.com€¦ · 8 best Facebook targeting strategies 1. Retargeting website visitors You can build an audience from people who have

8 bestFacebooktargetingstrategies

Krisztina Rudnay

Page 2: 8 best Facebook targeting strategies - marketing6pack.com€¦ · 8 best Facebook targeting strategies 1. Retargeting website visitors You can build an audience from people who have

8 best Facebook targeting strategies

… some of them you might not have thought of…

Do you run Facebook ads but don’t have enough conversions?

Or are you paying too much per click?

You might be targeting the wrong prospects. In this article, I collected allthe targeting strategies you can use for your ad audience.

Before you startThe most important thing to targeting—and retargeting—is to place aconversion tracking pixel on your website. You can use it for customaudiences, lookalike audiences, and retargeting. We will cover these laterin this article.

The easiest way to do this is to add the main Facebook pixel to the headersection of your website.

Once your conversion points are set up (triggering when someone providestheir email address on your website), you’ll want to set your Facebookcampaigns up to optimize for conversions.

Here is how it looks in Ads Manager:

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8 best Facebook targeting strategies

And in Power Editor:

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8 best Facebook targeting strategies

If your goal is to drive traffic to your website, choose “Traffic”, and you candive more into the ad creation:

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8 best Facebook targeting strategies

1. Retargeting website visitors

You can build an audience from people who have visited your website. Thisis a great way to reach people who are familiar with your brand, but haven’tconverted. You can choose to retarget someone who has visited yourentire website, one page on your website (like your homepage or orderpage), or people who have visited sections of your website (like your blogor specific blog posts).

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8 best Facebook targeting strategies

2.

Demographic targeting

Demographic targeting is great for segmenting your audience by factorslike education, employment, household, and lifestyle details. The deeperyou dive into your audience data, the more successful your campaigns willbe.

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8 best Facebook targeting strategies

 What’s their education level? What was/is their field of study? What school did they attend? (High schools, colleges, etc.) What years were they in undergrad? Ethnic Affinity (African American (US), Asian American (US), Hispanic(US – All), Hispanic (US – Bilingual), Hispanic (US – English dominant),Hispanic (US – Spanish dominant)) What is their income range? What is their net worth? Are they: Renters, Homeowners, or First-time home buyers? What type of home do they reside in? (Apartment, condo, multi-familyhome, single) What is their home worth? What’s the square footage of their home (or their property)? When was their home built? What is their household composition? (Family-based households,grandparents, housemate-based households, new parents, veterans inhome, working women, young & hip, young adults in home) Life events? (Anniversary within 30 days, away from family, away fromhometown, long distance relationship, new job, new relationship,newly engaged, newlywed, recently moved, upcoming birthday) Are they a parent? Are they a mom? What type? What’s their view on US politics? Who are they interested in? (Unspecified, men, women, men andwomen) What’s their relationship status? Who is their employer? What industry do they work in? What is their job title? What type of office do they work in? (Home office, small office, smallbusiness)

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8 best Facebook targeting strategies

3. Behavioral targeting

Behavioral targeting allows you to reach people based on data like pastpurchase behavior, device usage, and intent.

Automotive: What kind of vehicle do they drive?

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8 best Facebook targeting strategies

 B2B: People who are owners or employees, how big is their company,what industry are they in, what’s their seniority level, are they adecision maker? Charitable Donations:  Do they donate to charitable organizations?Which ones? Consumer Classification:  People who are predicted to prefer mid- tohigh-value goods. Digital Activities:  What Internet browser do they use? Are they early orlate technology adopters? Expats:  People whose current country or residence is different fromtheir birth country. Financial: Indications of what kind of bank they use, if they’re likely toinvest, if they’re likely to be high spenders, have multiple lines of credit,etc. Job Role Media: Do they listen to internet radio? Households who are likely towatch a particular TV station or show. Mobile Device User:  What brand of mobile device do they use? Arethey new smartphone or tablet owners? Purchase Behavior: When they shop, do they use coupons? Are theypart of a savings or loyalty program? Do they buy from departmentstores or luxury stores? What kinds of products do they purchase themost: clothing, toys, pet supply, etc.? Residential Profiles: How long have they lived in their home? Are theylikely to move, or have they moved recently? Seasonal and Events: People who engage in seasonal content, such assports like baseball, football, and racing, or holidays and specialevents. Travel:  People’s actives that indicate they are likely to be frequenttravelers, travel for business, take family vacations, have recentlyreturned from a trip, etc.

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8 best Facebook targeting strategies

4. Interest targeting

You can reach audiences based on their interests, which pulls data fromposts they share, apps they use, and pages they like. This section includesthe most targeting options, including various categories and subcategories.

If you have an idea, start typing and you’re likely to see results.

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8 best Facebook targeting strategies

 Business and Industry:  What business or industry are they interestedin? Entertainment: What do they do for entertainment? Games, movies, TVshows, music, etc. Family and Relationships: What are their interests in regards to familyand relationships? This includes everything from dating to friendship toweddings. Fitness and Wellness:  Are they interested in bodybuilding, yoga,Zumba (etc.)? Food and Drink:  What kinds of food and drink do they like? Whichrestaurants do they visit? Hobbies and Activities: What hobbies and activities they like? Shopping and Fashion:  Do they like women’s shoes, men’s suits,custom T-shirts? Are they into tattoos, make up, or jewelry? Do theyprefer outlet malls, shopping boutiques, or department stores, or dothey do their shopping online? Sports and Outdoors:  What outdoor recreation do they like to do?What sports do they like to play and/or watch? Technology:  What technology do they use or follow? Computers,audio equipment, TV, software, etc.

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8 best Facebook targeting strategies

5. Lookalike Audiences

Lookalike audiences works amazingly well if you want to target peoplewho are similar to your current audience. Lookalikes allow you to expandbeyond your reach but still target people with highly specific profiles bycreating audiences that look like your own targets.

Once you’ve identified audiences that convert well, create lookalikeaudiences to continue to scale your business with new visitors. Remember,these are typically people who have never heard of you before, so makesure you have the right offer and message!

You can make the lookalike audience larger (broader) or smaller (morespecific and similar to your original audience).

6. Video

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8 best Facebook targeting strategies

Video posts and Facebook live videos are very popular on Facebook, andgenerate massive engagements. Facebook is also more likely to includethem in the newsfeed than other content like a text update, for example.

If you’re looking to reach new audiences at a low cost, this is a great way todo it. If you already run video ads, you can create a custom audience basedon who watched your videos. You can set how many seconds or whatpercentage they should watch.

This is a retargeting strategy, so you need audiences who already watchedyour video ads. Keep in mind, when you first run a video ad for a coldaudience, it will reach people who have never heard of you. When youretarget them, they are already familiar with your brand, so the messagehas to be different.

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8 best Facebook targeting strategies

7. Page fans (and friends of fans)

What better audience to target than people who are already viewing andengaging with your Facebook posts? Use this as an opportunity to getthem more interested and engaged in your brand. It’s a great way to ensurethat your followers are aware of your updates and current offers.

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8 best Facebook targeting strategies

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8 best Facebook targeting strategies

8. Your email lists (data files)

One of the easiest ways to ensure a positive ROI is by targeting people whoalready know you.  People buy from those they trust. If you did your job,and built trust in your subscribers, go ahead and target them!

If you have an email list of your leads, or customers, you can upload themas an audience. Plus, you’ll be able to use this data for creating lookalikeaudiences.

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8 best Facebook targeting strategies

Start building your adsNow you have everything you need to select your Facebook ad audience,and you can target a broad audience, or select an audience that is asspecific and small as you want—all you have to do is get started!

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8 best Facebook targeting strategies

What's next?Now you know how can you target your prospects on Facebook to get thebest audience you can find.

Remember: always test new audiences and different target options

- Blog

- Marketing Funnel

- Campaigns

- Messenger bot

and more

Check out the courses ($9.99 each)

But Facebook is not everything. You can't put all your eggs in one basket.You need other marketing channels like

You can find a video course on your marketing channel, and find out how tocreate your own, how to make it work in your company, and how to boosttheir success.

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