Facebook targeting-guide

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FACEBOOK ADVANCE TARGETING GUIDE
for Marketers
Facebook Advance Targeting Guide

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Table of Contents :
1. Facebook Graph Search
2. Spying on Competitors to know how they are
targeting
3. Using Facebook operators for better and
advanced Research
4. Increasing Organic Reach (Bonus Case
Study)
 

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Facebook Graph Search
One of the best ways to make big bucks on Facebook is by
harnessing the power of graph search. It allows you to target in
some really creative ways, which I’m going to show.
Facebook Graph Search can be used to create custom audiences,
and laser target your campaigns. This is super powerful if used
correctly. Graph Search simply means entering a search here:
!
PS – Make sure your language is set to Eng (US), else you would
not be able to leverage Facebook Graph Search.
Here’s an example: Say you wanted to find pages liked by people
who like a specific page. This could be used to gain better insight
into your audience. Say you had a page on a specific topic; you
could run this search to see what other interests your audience had.
This could be useful in knowing what to post, and promote on
your page. In this example, I entered ‘pages liked by people who
like [insert page name here]’.
!

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Example 2 – Find people who like a specific page. You could use
this to target your ads to only those people. For this search I would
run “people who like [page name]” which will return a list of
people who like that page.
!
This is cool stuff! Imagine if you have the perfect offer for people
who like a specific page. Now, you have a way to market
specifically to them. But wait, you want to get even more
targeted? Yep, you can do that too.
Let’s try to narrow them with age group like the example shown
below:

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!
You can include more Demographics searches like “Men who like
missmalini” or with occupation “Marketers who like missmalini”
Not just this you can also understand about interests of people like
in example shown below:
!

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This knowledge could give you ideas about what to promote on
your page. You could also search:
Movies liked by people who like [page name]
Favorite music of people who like [page name]
Sports teams of people who like [page name]
Take some time to wrap your head around this, and think about
what you could do.
Spying on competitors ads
Let me teach you a really cool way to understand that how brands
are targeting on Facebook? We can learn a lot from this trick and
use it to target our campaigns.
First go to a sponsored post in your timeline – preferably the one
which you want to understand targeting from.

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!
Now click on the arrow on the top right corner of this
advertisement.

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!
Click on Why i am seeing this?
And here it is…
!
This way you can see targeting of almost every advertiser. People
target mostly on the basis of interests on Facebook and you just
have to find the right one for yourself.
Facebook URL Operators

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You can do a lot of competitive research through Facebook’s
graph search. There’s an even more powerful way to do
competitive research I’m going to teach you.
First, log into Facebook.
Paste this into your browsers address bar (not the Facebook
search box)
https://www.facebook.com/search/str/teespring.com+dogs/
stories-keyword/intersect
Pretty cool huh? What that shows you is posts linking
to Teespring.com with the keyword ‘dogs’ in the ad. In this
example I’m using Teespring, but you can change this to anything.
You could spy on CPA offers, CPL offers to get a clue of how
people are promoting their products and services.
Here’s a quick guide to using this. Just for example purposes I’m
spying on Teespring.com and ‘dogs’, but again you can change
this to anything you want. The parts you need to change
are teespring.com to whatever destination url you want to spy on
and ‘dogs’ to whatever keyword you want to research.
stories-keyword/intersect
Here are some other ways to use this:
1. Posts this week
stories-keyword/this-week/date/stories/intersect
2. Posts in this month
stories-keyword/this-month/date/stories/intersect

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3. Posts last week
stories-keyword/last-week/date/stories/intersect
4. Posts last month
stories-keyword/last-month/date/stories/intersect
5. Page posts
stories-keyword/stories-publishers
6. Photo posts
stories-keyword/photo/stories/intersect
7. Photo posts last week
stories-keyword/photo/stories/week-ago/after/stories/
intersect
8. Photo posts last month
stories-keyword/photo/stories/month-ago/after/stories/
intersect
9. Photo posts last year
stories-keyword/photo/stories/2014/date/stories/intersect

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10. Video posts
stories-keyword/video/stories/intersect
11. Video posts last week
stories-keyword/video/stories/week-ago/after/stories/
intersect
12. Video posts last year
stories-keyword/video/stories/2014/date/stories/intersect
13. Shared posts
stories-keyword/share/stories/intersect
14. Shared posts last week
stories-keyword/week-ago/after/stories/share/stories/
intersect
15. Shared posts last month
stories-keyword/month-ago/after/stories/share/stories/
intersect
16. Shared posts last year
stories-keyword/2014/date/stories/share/stories/intersect

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I hope you see how powerful this is! Use it wisely.
Increasing your Facebook Organic Reach
using Hashtags
In March i planned to do a case study to get to understand the
entire concept of creating a fan page and getting it to what it takes
to make money on Facebook or get the desired brand engagement
or reach for a specific Facebook fan page.
So for this reason i created a page named Game For Thrones
Though i could not complete my experiment which i desired
because of other distractions but i definitely found something
which a lot of people in my community can leverage.
Argument – Facebook has decreased the organic reach of Pages
to less than 20%.
So i tried my hands at it. What i found is that it is 100% true that
your organic reach is limited to 20% (maximum) if you post
normally.
But if we make a little tweak our organic reach can be increased
considerably. Consider this –
Page : Game for Thrones
Page Likes : 53
Potential Reach according to algorithm : 10 people
(20%)
Results :
Scenario 1 – When posted things normally.

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!
When i posted normally the expected reach was as expected pretty
less ( around 20%).

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Scenario 2 – When we post with relevant hashtags
!
Now you can clearly see the difference in the results between the
two…
To validate this, i tried couple of more posts with same hashtags
and results were good. On few of my posts i had a reach of almost
600 people with a fan base of only 50 people.
Now that is interesting to me.
PS – You will have to test different hashtags in order to find the
right one for your page, i got mine after couple of experiments.

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So these are few tips for your Facebook targeting and organic
reach. If you have any doubts you can ask me your questions in
the chat box below.
About the Author :
Hi, I am Gaurav Madaan - a Digital
Marketing Trainer with one of the leading
Internet Marketing Training institute in
Delhi (DSIM - Delhi School of Internet
Marketing)
I have been into this field for past 5 years
and specialise in Social Media Marketing,
SEM, Analytics and PPV Advertising.
I also happen to help multiple businesses (SME’s and MSE’s) to
achieve their goals as a consultant.
I hope you like the piece of content.
Regards,
Gaurav
http://gauravmadaan.com
http://geekotech.com

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