Beyond Basic Demographics: Using Facebook’s More Precise Targeting Tools

By: Marcel

Facebook may be getting a bad rap in the news right now, but for marketers it’s still one of the most productive ways to display advertising to a targeted audience. And, while it allows you to set up some basic target demographics like any other advertising platform, Facebook has a list of next-level integrations that can really help companies target their audience. This is a really good thing, because let’s face it: the more targeted your audience, the higher your return on investment on that hard-earned advertising budget.

Here are five ways to hyper-target your Facebook ads that you may not be aware of:

  1. Target people who are on the move.

Facebook has location features that allow you to do more than just target people who live in a particular area. For example, based on what you’re advertising, you may want to reach:

  • Frequent travelers
  • Business travelers
  • People who are traveling at this very moment
  • People who recently returned from a trip
  1. Target people who interact with your page/site.

Facebook’s ubiquity means that it knows a lot about how users interact with other websites on the Internet. For example, you can select an audience based on these actions:

  • People who like your FB page
  • Friends of people who like your FB page
  • People who have visited your website
  • People who have viewed specific pages on your website
  • People who have not visited your website for a set amount of time
  1. Target particular purchasing behaviors

Does your product or service jive well with a different kind of product? Facebook tracks signs of purchase behavior of their users, allowing you to target people who have recently purchased a variety of items in these major categories (and also subcategories within them):

  • Food & Drink
  • Health & Beauty
  • Home & Garden
  • Household Products
  • Kids’ Products
  • Pet Products
  • Sports & Outdoors

In addition to these categories, Facebook also tracks general purchasing behaviors in case you’re looking for a particular kind of consumer, such as:

  • Above average spending
  • Offline buyer
  • Coupon user
  • DIY-er
  • Gadget enthusiast
  1. Target Lookalike Audiences

Facebook clearly keeps many different data points on individuals that may not all be visible to you. A feature called “Lookalike Audiences” allows you to designate a particular Facebook audience as your ideal audience and then simply tell Facebook to find an audience that is similar to that pool of people based on all the information Facebook has in its database.

If you don’t want to get into the nitty-gritty of detailed segmentation, this is a great way get a very targeted audience in one easy step.

  1. Target a custom segment by uploading your email list

That’s right, if you’ve exhausted all your other targeting options and want to get even more specific, Facebook allows you to upload email lists and then do custom segmentation to further target your existing list with any of the above parameters.

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The true magic comes when you combine all these segmentation possibilities to really dial in your ideal audience. Want to show your ad only to business travelers who are from out of town and are friends of people who already Like your Facebook page? You can do that!

As a consumer, this level of detail might make you slightly uncomfortable. But for us as marketers, it can be really helpful toward showing our audiences exactly what they want to see. After all, targeting your ads means you’d be showing users something they have an actual interest in.

Wondering about all the different ways Facebook allows you to segment your audience? This site has an extensive list of the available categories. If you need help setting up your next Facebook advertising campaign, get in touch with us!

 

About Marcel Krawczyk

Marcel has a diverse background in marketing, small business development, computer science, and sales. After starting and running his first business, a general contracting company, he developed a passion for the marketing strategy aspects. He went on to be the marketing director at a startup which he left to begin Little Jack Marketing in 2010.

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