How to Create a Targeted Facebook Ad Audience Using Power Editor

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Is your business struggling with Facebook advertising? Are you disappointed with your cost per action metric and at a loss as to what to do?

This article will take a look at eight targeting best practice strategies within Facebook Power Editor and how to test your advertisements to ensure you’re getting the most for your money.

Published in: Business, Technology

How to Create a Targeted Facebook Ad Audience Using Power Editor

  1. 1. How to Create a Targeted Facebook Ad Audience Using Power Editor
  2. 2. 8 Facebook Ad Targeting Strategies Target by Location Target by Age Target by Gender Target by Precise Interests 1 3 2 4
  3. 3. 8 Facebook Ad Targeting Strategies Target by Broad Categories Target by Connections Target by By Custom Audience Target By Lookalike Audience 5 6 7 8
  4. 4. Targeting by Location1
  5. 5. Targeting by Location If your market is international (SaaS companies, for instance) you should target to any english-speaking country If your market is city or country-specific, focus on that city or you’re wasting your money Note that Facebook won’t let you target two specific cities within two different countries. You’ll have to create two different advertisements or campaigns to do so 1 2 3
  6. 6. Targeting by Age2
  7. 7. Targeting by Age 1 2 There are some products for which there is no targeted age group. B2B companies could possibly eliminate 18 and below but as you’re targeting more specifically later (see Precise Interest Targeting) there’s no real point. For retailers, I would advise a number of different advertisements targeted at different age groups depending on the product (see Testing below).
  8. 8. Targeting by Gender3
  9. 9. Targeting by Gender Few products are obviously gender specific. Retailers could, however, test targeting their products by gender and changing the image or text: Example for a spa holiday contest: ● Target women and change the copy to: ‘Do you and your husband need a weekend away?’ Win a weekend at the spa worth $500!” ● Target men and change the copy to: ‘Does your wife deserve a weekend away? Get a weekend for two at the spa worth $500!” 1 2
  10. 10. Targeting by Precise Interest4
  11. 11. Targeting by Precise Interest Precise Interest targeting allows you to define your advertisement target by what they are interested in Facebook identifies user’s interests from: ● Listed interests ● Activities ● Education and job titles ● Pages they Like ● Apps they use ● Groups to which they belong 1 2
  12. 12. Targeting by Broad Category55
  13. 13. Targeting by Broad Category Broad Category targeting allows you to target your audience based on what they’ve included in their timelines This includes relationship status, political leanings, travel, birthdays, new job, recently moved, etc 1 2
  14. 14. Targeting by Connections6
  15. 15. Targeting by Connections Facebook allows you to target by your brand’s connections. This allows you to make a product or download only available to Facebook users who have Liked your brand’s page. Remember that after targeting connected users there would be no point in targeting by either Precise Interest or Broad Categories. 1 2 3
  16. 16. Targeting by Custom Audience7
  17. 17. Targeting by Custom Audience Facebook allows you to target your ad’s audience based on your existing customer relationship management system. This means you can target current customers, lapsed or inactive customers, recent contest participants, etc. Basically any existing contact you have that you want to reach with highly targeted content. 1 2 3
  18. 18. Targeting by Lookalike Audience8
  19. 19. Targeting by Lookalike Audience How to create a Lookalike Audience: Create a custom audience, select the audience and click ‘Create Similar Audience’ Choose the country from which you’d like to draw a similar set of people Select whether you want to optimize for Similarity or Greater Reach Facebook will then create a lookalike audience based on characteristics similar to the original custom audience list. 1 2 4 3
  20. 20. Bonus Section: Testing your Ad9
  21. 21. Testing your Ad Advertisement A is the ‘control’ advertisement (the main advertisement that’s been running and that we know the CTR and Engagement for). Advertisement B is our variation (same title and text, different image) We can change the targeted demographic to Facebook users aged 40+ (given that the people in the image are middle-aged) and compare our results 1 2 3
  22. 22. Further Reading 4 Ways to Combat Facebook Ad Fatigue Six Facebook Metrics Small Businesses Shouldn’t Obsess Over The Science of Keeping your Facebook Fans Engaged 1 2 3
  23. 23. Thank you for viewing! Check out blog.wishpond.com for more! Wishpond makes it easy to run social media marketing campaigns. Learn more at Wishpond.com

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