We’ve all seen Facebook Ads in our news feed. Have you ever wondered how they knew you may be interested in what was being advertised? Facebook collects TONS of metrics about their users. Anything from interests, demographics, where you live, what you liked, the pages you view, your posts, the ads you click on and just about every piece of information you add to your profile.
As the matter of fact, Facebook is probably the largest repository of user behavior on the net. This is the information Advertisers use to target an audience.
Regardless of your Facebook Ads campaign goal, the following 7 research methods can help you gain clarity in targeting the right audience.
For those of you new to Facebook Advertising, you would enter all interests you would like to target in the “Interests” field in your Ad Set. See the image below.
Authority Figures in Your Niche
Who are the authority figures in your niche? Authority figures are a great way to reach your target audience. Find out who is creating ripples in your industry and target those users who are following that person.
Do a Google search and see who comes up on page one of the results. Use that name in your Facebook Interests field. If it shows up, then you know you have a solid interest to use in your targeting. Alternatively use the Facebook search and type in: “pages liked by (insert the name of the person)” and get a list of the interests/pages (and even pages similar to what) that person has liked.
Magazines/Books your customers would read
Research books or magazines that may interest your audience. For example, if gardening is your niche, search for “Gardening Books” or “Gardening Magazines” on Google and Facebook. You can type in the name of the book or magazine into the Interests field for your Facebook Ad set. Again, if it appears, you know you have another solid Interest to target.
What websites would they visit?
In the same vein as the magazine and authority figure search, do the same to find out which authority websites your audience may visit. It could be a popular blog site, news site or any community based site.
Your own page likes
Be sure to check out the Pages that are liked by those who liked your Page. Simply go to the Facebook search bar and type, “Pages liked by people who like (your page)”. This will give you a ton of great feedback about what your audience other interests.
You can go a step further and combine other interests. For example, “Pages liked by people who like (your page) and (another interest) and (age range) and (geographic location)”. As you can see, you can get very specific results based on these more advanced queries.
What events do they attend?
I particularly like to use Events as a targeting method. For the most part, if someone is willing to pay to attend an event, it would dictate that they have a strong interest in that niche. Again, do a Google search for “(Niche) Events” & see if those events show up in the Interests field on your Facebook Ad Set.
Where do they live?
Using geographical location is very useful, especially for those doing local marketing. On a broad level this information still has its’ uses. For example, if you are looking to target surfing. You may want to target places like West USA and Australia.
What tools do they use?
The tools one uses in their trade can also offer insight. For instance, going back to the Gardening niche, you may want to target the actual brand names of Gardening tools or the type of soil used to grow specific plants or flowers. People tend to be very Brand loyal and it’s a great way to narrow down your true audience.
I think you get the point. These are just 7 ways to research your target audience. Now, you may be asking, “Do I use ALL of these interests for one Ad Set?”. The answer is no. I would use each of these methods in separate Ad Sets and see what’s performing the best. The point of trying separate Ad Sets is to gather data. Once you see how these Ad Sets perform, you can make some intelligent decisions based on real data. In the long run, it will save you time & money.
Let’s take a more in depth look at these methods… please fill out the information below and we get can get into the nitty gritty.