Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook

5 Ways to Find Your Target Market on Facebook

In promoting our businesses, we sometimes tend to focus on the message we are delivering more than the audience we are speaking to. But for advertising to work well, you have to put that message in front of the right audience.

You may have a great offer or promotion and your ad is done well but if you are showing your ads to the wrong people, then it won’t be as effective as it should be. By ‘wrong people’ we refer to people who are less likely to take action on your offer or to take notice of your message.

That is what makes Facebook a great advertising platform. It allows you to show your ads to a specific group of people depending on information you, as the advertiser, will dictate.

Facebook, having over a billion active users, is able to gather multiple data from each of its users and that allows you as an advertiser to find your customers by targeting specific data.

Facebook allows us to find your customers through multiple data points. In this article, we’ll discuss 5 main ways you can use this to find your customers on Facebook so that you can show your offers and ads to your target market.

 

Basic Demographics

The easiest and most common way to target your audience is through basic demographics.

This refers to information such as gender, age, current location, residence address and language.

It may seem simple but for businesses with specific demographics, this is the first step you should take.

A lot of businesses offer products and services applicable for specific genders and ages only. By selecting their intended audience, these businesses can avoid having to pay for ads to be shown to people who will not likely take action on your ad.

Another good way to use this targeting is if you a local business who serves a particular small area like a city or even just within your barangay. You wouldn’t want to advertise to the whole Philippines if you’re just limited to a specific space.

Facebook allows you to target just a particular area. It can go as small targeting specific cities and the area around it.

Basic Demographic Targeting

But what if you are targeting a smaller area? In this case, you can select ‘Drop Pin’ at the lower right corner of the map and select your area on the map. Once the pin is dropped, you can set a radius to set your targeting. A circle will be drawn on the map with your selected area at the center and your selected radius. You are now able to reach anyone located in that area.

For example, let’s say you had a restaurant in Eastwood. An hour or 2 before lunch and dinner, you can promote your restaurant in that area so that people in Eastwood can see your ad and maybe consider dining at your restaurant.

 

Advanced Demographics

Advanced Demographics Targeting

Facebook also collects advanced demographics which you can target and we’ll list come down here.

You can target based on a person’s education. We’re not just talking about targeting based on what level of education they completed whether it’s high school, university, master’s degree, etc. Facebook also allows you to target people based on what they studied, where they went to school and the years they studied in college!

I had a client who was offering a free training for artists. One of the targetings we tried was to target users whose fields of study were in the arts. This audience got us good results in terms of sign ups and eventual purchases later down the line.

You can also target using relationship statuses such as single, married, in a relationship and the like. In line with this, you can also target parents by the age their children are. You can target all parents, expecting parents, parents of toddlers, parents of teenagers, etc. In addition, if you are targeting specific people who are interested in other people of the same gender, you can specifically target them too.

Targeting by relationship status helped us a lot in our campaign for a couple’s counseling business. We specifically targeted married people since that is the group the business was serving.

You can also target based on a person’s life events. When I got engaged, one of the first things I did, like anyone would, was to update my Facebook relationship status. Since then, I got ads about photographers, caterers, wedding venues on my news feed.

If your business is specific to a certain event in a person’s life then this targeting option is great. You can target engaged couples, newlyweds, people with upcoming anniversaries or birthdays, etc.

People can also be atargeted by their work environment. You can target them by their employer, the industry they work in or, one of my favorites, their job titles.

With the same client who was targeting artists, we had another ad set targeting people who have art-related job titles such as artists, sculptors, painters and the like. It also worked as effectively as the fields of study ad set did.

There are other more advanced targeting available on Facebook such as ethnicity, generation and political leanings but these are currently only available to the United States. If you are serving customers in this part of the world, you can try using these.

 

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Interests

Interest Targeting

Interest targeting is one of the most exciting parts of creating a Facebook ad campaign for me. There are so many possible interests to target out there. Don’t limit yourself to what’s available under the ‘Browse’ option.

To use this targeting method, just simply ask yourself: “What are my customers interested in?”

The easiest way to gather interests is to find interests which are directly related to your business. If you are a restaurant, then you can start with targeting people who like food and drinks. Selling makeup? Then you can target people interested in cosmetics.

If you are just starting, you don’t have to overthink this part. Just think what category your business falls under. If it makes sense for your customers to be interested in that, then target that category

You can also target what I like to call complementary interests. These are interests who are not directly related to your business but makes sense for your target market to be interested in. Let’s take the restaurant example again. Let’s say your restaurant is a vegetarian restaurant. Then it might make sense that people who will be interested in your vegetarian website are also interested in animal support groups such as PETA. It’s not a direct relationship but it makes sense at least to test that interest.

Go wild, there are multiple interests to target. Here are some questions you can ask yourself when finding interests to target:

  • What do they read/watch/listen to?
  • Who do they follow?
  • What groups do they belong to?
  • What events do they attend?

Interest Examples

Once you gather answers to these questions, put them all on the ad set you are creating and see if those targeting points are available.

 

Your Competitors

In line with the previous item, you can also find your target market by targeting people interested in your competitors. This is much more useful for people for businesses whose customers may be swayed from deviating from their preferred brand.

For example, it will be easier for a nail salon and spa to target its competitors because the people they are targeting can just easily switch from one spa to another. But it might be more difficult for a business selling appliances like refrigerators and washing machines to advertise to people who are loyal fans of their competitors. It’s not impossible but probably more difficult.

There are very strategic ways to use this targeting. I remember once when a certain fast food chain ran out of chicken in its branches all over the Philippines and users started a hashtag to express their dismay. Then, another competitor took the hashtag and used it to generate interest for their product instead.

 

 

Through Their Friends

Connections

One other targeting feature I love in Facebook is that advertisers can find their target market by targeting them through their friends.

Below the detailed targeting tab, you’ll find something called “Connections”. This is where you are able to target people based on how they are connected with your page. You can target your business’s fans, those who have not liked your page, and friends of people who like your page.

Have you ever seen an ad where at the top it says “(Your Friend) & 2 Others like this”?

Connections

It adds on to whatever targeting you’ll be using with the help of social proof. It will be like someone is referring your product to other people.

Think of it this way: I have a friend who I know is a big foodie. I trust his recommendations on where to eat. If I see an ad about a restaurant (I just finished lunch when I started writing this, hence all the food analogies) and I see that that friend of mine likes this restaurant, chances are, I’ll try dining there. That’s the power of social proof.

 

Remember that you are not just limited to whatever I shared with you here in this article. Go log on to your ad account and test out the other targeting points.

In addition, you can use the targeting we mentioned here all together! You can target 20-30 year old males who are married, works as salespeople, who studied in UP (Yay!) and likes dogs.

This is why it’s vital for you to get to know who your audience is. This way, you can find them on Facebook through its detailed targeting options.

I hope this helps. Please feel free to ask me any question. Leave them here in the comments section or however you prefer to reach me.

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Facebook Audiences: Understanding How They Work

Facebook Audiences

“You can’t please everyone”

How many times have you heard and said this in your life?

Like most cliches, the reason it’s so overused is because we know it’s true but we also keep forgetting it.

The same applies when doing business. A lot of us have a product or a service for a particular group of people. Then we think we might be missing out on another group of people so we adjust to make sure we are able to accommodate more and more people. It’s not impossible for this strategy to succeed but it doesn’t happen for a lot of business.

Having a clearly defined target audience is crucial to any business because it allows you to customize your messaging to speak to your defined audiences.

One of the best features of Facebook as an advertising platform is its ability to gain multiple data points from each of its users. Facebook can identify what you are interested in and how you behave based on your actions.

Facebook and its tools can help you define your audience and help you look for people who fall under your defined audience.

In this article, we’ll help you define the 3 main types of audiences under the Audiences tab of Facebook Ads Manager.

Audiences Tab on Ads Manager

Saved Audiences

Saved audiences are audiences you define by their demographics, interests and behaviors.

If you’ve started running Facebook ads, these are the audiences you create in the ad set level.

When creating saved audiences, Facebook allows you to set details about the people you are trying to reach. These details include:

  • Age
  • Gender
  • Location
  • Marital Status
  • Education Level
  • Their Interests
  • Their Online Behavior
  • Special Events
  • And many more

Creating Saved Audiences

This is the stage which tests you in how much you know your target market. This is where the idea of having a well-defined target market is very helpful in the Facebook ad campaign creation process.

Once you’ve set an audience you like, you may now save it, hence the name saved audience. You can then pull it up later once you start setting up your ad campaigns. Having saved audiences saves you time and effort because you won’t have to repeatedly input the audience details for every campaign you create.

Custom Audiences

Custom audiences are one of my favorite features of the Facebook advertising platform. To understand custom audiences better, you need to understand the concept of the Facebook Pixel.

The topic of custom audiences is not quite broad but generally, custom audiences allow you to create audiences based on how people interact with your website, your Facebook page and your posts. It’s like creating buckets where you determine the people who will fall under those buckets depending on what they do. Once a person does your defined action, they automatically fall under the buckets you create.

I know it’s still a bit vague so let’s get a bit more specific. Here are examples of some of the “buckets” you can create with Custom Audiences.

  • People who have bought from you already
  • People who read your blog
  • People who have seen your offers but have not bought
  • People who have checked out of your online store but haven’t purchased
  • People who like and comment on your posts
  • People who watch your videos
  • People who spend the most time on your website

Creating Custom Audiences

There are numerous Custom Audiences you can create and I won’t be surprised if Facebook continues to come out with more custom audiences.

So what is this for?

One main use of custom audiences is for Remarketing.

Now, this is a whole different concept which we’ll discuss in a different post. But to give you a background on what remarketing is that it is the strategy used by advertisers to reach out to people who have already viewed their website.

How many times have you experienced visiting a website once and then ads about that website follow you around. I personally experience that when booking hotels or shopping online.

Remarketing Example

Lookalike Audiences

The other main use of custom audiences is for advertisers to be able to create lookalike audiences.

As the name suggests, lookalike audiences are a group of people who are very similar to the people in your existing custom audiences.

As we mentioned, Facebook pixels gather multiple data points from each user. So when you have a custom audience, the pixel is able to analyze the similarities between the people in that bucket and help you find more people like them.

This is a great way to expand your business to more people.

Imagine this scenario. You already have a list of people who are your existing customers. You can create a custom audience with that list of people. Then, by creating a lookalike audience, you are now able to create another group of people who are much like your current customers.

To create lookalike audience, you have to first select a custom audience to target. Then you will select the country where your audience will be built. Finally, you will select between 1% to 10%. This refers to the percentage of the population in the country. I prefer picking the 1% because Facebook will get the top 1% of the selected country’s population who are most like your custom audience.

Create Lookalike Audiences

Another great feature is that lookalike audiences update regularly. Since custom audience buckets are being populated regularly the more people interact with you and your website, the more information it gets and the more refined your lookalike audience will be. The more data your Facebook pixel has, the more effective your campaigns will be.

So don’t fret when your campaign starts slow. Just let it run and let the pixel become smarter.

So to summarize, Facebook allows advertisers to create 3 general audiences:

  1. Saved Audiences – Audiences which are defined by the advertiser
  2. Custom Audience – Audiences which are defined by the actions they take
  3. Lookalike Audiences – Audiences who are similar to your custom audiences

Using these audiences properly can help save you time in your ad campaigns so be sure to use them wisely.

If you have any questions with audiences, go ahead and share them with me and I’ll do my best to help.

Facebook Pixels: What Are They & How Are They Set Up?

Facebook Pixels

If you’re just in the beginning stages of running Facebook ads, you may have come across the term called Pixels.

What are they?

If you’re like me when I started out, I was confused with this term because I always thought of a pixel as a square which makes up display screens like the device you’re reading this on.

Facebook defines the Pixel as follows:

 

“The Facebook Pixel allows you to place a single pixel across your entire website to report conversions, build audiences and get rich insights about how people use your website.”

(Taken from https://www.facebook.com/business/help/651294705016616)

 

To illustrate, think of a pixel as a sort of tracking device for the people entering your website. This tracking device tells you where these people are going and what actions they are taking on your site.

So why is this important?

For one thing, you’re able to see how people interact with your site.

You’ll see which pages of your website are the most popular. You can also see at what point on your site people starts to drop off.

For example, if you’re selling products online, you’ll see how many people look at your product, add them to the cart, goes to check out and finishes the order.

Having pixels in place can show you how each of these stages in the buying cycle is working.

Knowing this information is very powerful because it tells you where you can improve!

GI Joe

And knowing is half the battle. (Image source: http://www.polygon.com/2015/1/15/7548037/gi-joe-bill-ratner-flint-book)

Without pixels, you can assume a number of different things when your online store does not have any purchase. But Facebook Pixels can show you, for example, that a lot of people are checking out, but not proceeding to purchase. This means that the problem is not with your product but with your checkout process.

Second, Facebook Pixels allow you to talk to your customers depending on how familiar they are with you and your website.

Most probably, you would talk to someone you’ve met for the first time differently from someone you’ve known for 3 months already.

In the same way, you can differentiate the ad messaging you have depending on how engaged people are with your website.

In addition, you can also talk to your customers differently depending on what information or content they consume on your website.

Take for example you have a consultancy business on personal finance. 2 main topics you discuss on your website include savings and investments. Facebook Pixels allow you to show different ads and offers depending on which among your topics your customers are interested in. You can advertise a savings checklist to the customers who have engaged with your savings-related customers. Then you can advertise an investment video class to the people interested in investments.

Thirdly, Since you are able to track at which point a customer drops off, Facebook Pixels allow you to follow up with your customers to assist them in taking the next step.

Have you heard of the term cart abandonment? This is an e-commerce term that refers to the people who selects products from your website, checks out but does not proceed with the purchase. This happens more often than we think.

It even happens in real life! (Image Source: http://www.antoniocalero.com/2014/02/25/recover-an-abandoned-shopping-cart-using-facebook/)

It even happens in real life! (Image Source: http://www.antoniocalero.com/2014/02/25/recover-an-abandoned-shopping-cart-using-facebook/)

 

There could be many factors as to why these customers abandoned their shopping carts. They could have been pre-occupied at the time or they did not have their credit card with them at the moment so they choose to just continue later.

Unfortunately, because of a lot of things grabbing our customer’s attention, we risk losing them if they happen to forget about making the purchase.

This is where the Facebook Pixels can help us. They allow us to follow up with people and remind them of the next step they need to take.

In the example of the abandoned checkouts, the next step is to proceed with the purchase.

Ecommerce Stats

Example stats of an eCommerce store

This process of advertising to customers depending on how they interact with our website is called retargeting or remarketing and we’ll discuss a whole lot more on that in different articles.

For now, let’s discuss how to set up the Facebook Pixel on your website

 

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Setting Up The Facebook Pixel

Setting up the Facebook Pixel is quite simple and can be done in 3 very easy steps.

Ads Manager View

Step 1: Create the pixel

Each ad account only is assigned just one unique pixel. Let’s create yours.

In Ads Manager, go to the Pixels page which can be found under the Assets column.

On that page, there will be a button which will ask you to create your Pixel. Click on that, read through the Terms and Conditions and accept.

 

Step 2: Copy the code

After the pixel has been created, you should see a pop-up containing the code.

If you have created the pixel code previously, just select ‘Set Up Pixel’ on the Pixel page and copy the code from the pop-up that will appear.

 

Step  3: Paste the code

Paste this code between the <head></head> tags of your website code. Take note though that this could be done in many different ways depending on your host. For example:

  • On WordPress, you can access the templates of our theme
  • On Shopify, you simply just have to input the Pixel ID, not the whole code.
  • Note: Be sure to put it between the <head></head> tags of the page templates or else you may have to paste the code on each individual page.

If you are working on a developer, you can simply just send him/her the code and ask them to paste it for you.

How Do I Know It’s Working?

The best and most immediate way to check if your Pixels are working is through Facebook Pixel Helper. Facebook Pixel Helper is a Google Chrome extension which can check if a pixel is on a page and if it’s firing correctly.

Facebook Pixel Manager

Once you are able to install the extension, give it a few hours (depending on the usual amount of visitors your website receives on a daily basis). Then go to your Pixels page from Ads Manager.

For now, take a look at the ‘URL’ tab.

If you see your URLs located on that tab then most likely, your pixels are working fine. What you’re looking at now are the pages which have received visitors since you’ve installed the pixel.

 

What Now?

We’ve only just begun!

In other posts, we will discuss with you the next steps on how you can use the Facebook Pixel to make your business more successful.

These topics include:

  • Event Tracking – What are your customers doing on your site?
  • Website Custom Audiences – Group your customers depending on how they interact with you
  • Retargeting – Reach out again to the visitors who already know you.
  • Custom Conversions – Track specific actions which happen on your website

Until then, familiarize yourself with the basics of the Facebook Pixel. If you have any questions, feel free to get in touch with me.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

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Differentiating Between Facebook Campaign Objectives

Facebook Ad Campaigns

Have you started creating ad campaigns on Facebook?

If you have, you are probably familiar with Facebook asking you what your campaign objective is. There are different ones to choose from and your choice is important.

Facebook Campaign Objectives

First of all, this is because once you create a campaign, you can no longer change the campaign objective.

But more importantly, the objective you choose will affect the audience your ads will be shown too. This is because each campaign objective has different optimization options. But we’re getting ahead of ourselves. We’ll break this down for you in another post.

If you’re confused about what objectives to choose when creating your campaign or just want to learn about how they differ from each other, then this post is for you.

In this article, we’ll share you the most common campaign objectives you will encounter in Facebook advertising and in what scenarios you should use them.

Website Conversions

This is the best objective to choose when you want users to take specific actions on your website such as sign up for a newsletter, view a specific page or buy from your website.

If you are not yet familiar with the term, conversions refer to those specific actions taken by your customers.

To create a conversion campaign, select ‘Conversion’ when picking your marketing objective.

To successfully run a conversion campaign, you should also be familiar with Pixels and Custom Conversions which you can read about in other posts we’ll have for you.

Having the correct pixels in place can help you track whether your campaign is working or not. This is possible because pixels are able to track the actions of your customers on your website.

Pixels also collects data from your customers allowing Facebook to find more people like your current customers and get your ads in front of them.

If you do not have conversion campaigns set up, then you might as well run Website Clicks Campaign.

 

Website Clicks

Website Clicks campaigns are probably the best when your main intention is to just get people into your website. If you’re not looking to get people to take specific actions like to purchase, then this objective is ideal.

A great example of when a website click campaign would be better to create than a conversion campaign is when you’re trying to gain awareness.

If you have a blog post or an article you want people to read, use this campaign objective. Or if you have a specific offer or promotion, use this campaign to get people into your promo page. Or if you just want people to know that your website exists and you want to invite them to come and look around, use this.

To create a website clicks campaign, simply select ‘Traffic’ when picking your marketing objective.

 

Post Engagement

The previous 2 campaigns we discussed involved taking your potential customers out of Facebook into your website.

But what if you want to talk with your customers on Facebook? For these instances, it’s best to use Post Engagement campaigns.

Post engagement campaigns promote your ads to people who are highly engaged on Facebook. If you are unfamiliar with the term, engagement means any actions taken on a post such as liking, sharing or commenting.

This campaign helps you build social proof and extend your reach since people tend to interact with your post and share them with their friends.

There are two ways to create post engagement campaigns. The first way is by selecting “engagement” when picking your marketing objective.

The other way is by boosting a post you already have.

Have you ever noticed Facebook telling you that one of your posts in your page is doing really well? It then tells you that you can reach more people by clicking on the “Boost Post” button beside your post.

Boost Post

When you click this button, a pop-up appears which lets you choose who to target and how much you want to boost it for. This process turns your organic post into an ad and it will still continue to gather all the likes and comments from that post.

This campaign objective is usually done with an attention-grabbing image. You can also use video for a post engagement ad but depending on what you want to achieve, you may just want to run your video ads with a video views campaign.

 

Video Views

Pretty simply, this is the objective to use when you want to get many users to view your video ad.

To create a video views campaign, select ‘Video Views’ as your marketing objective.

This is recommended for businesses who create infomercials and instructional videos.

But if you’re going to create a video views campaign, my recommendation is to come up with a good combination of entertaining, informing and relevant. Video Views campaign is a great way to create virality and branding for your business.

Here’s an example of a video ad which ran on Facebook and was very successful.

 

One other important function of the video views campaign is to help you grow an audience through video views custom audiences.

 

Others

There are quite a few more campaign objectives you can choose from but they aren’t as used as the ones we just discussed. So we’ll list them down below and let you know when it best to use them.

 

  • Brand Awareness

Brand awareness is mainly used for when you want to reach as many people as many times as possible. This would be like the businesses you see many times a day every day but you don’t interact with. But the moment you need the product provided for by those businesses, you remember them immediately and become their customer. Familiar?

Source: http://pinoyfunnysignages.blogspot.my/2013/08/hey-im-tubero.html

Source: http://pinoyfunnysignages.blogspot.my/2013/08/hey-im-tubero.html

 

  • Local Awareness

Local awareness campaigns are perfect for physical stores and businesses serving a specific location or community. These campaigns allow you to run ads with actionable steps your customers can take such as calling you, sending you a message or getting directions to your shop.

 

  • Reach

Simply, the reach campaign is similar to the brand awareness campaign but you have more control of how often your ad appears to your customers.

 

  • App Installs

App install campaigns are used for when you are promoting an app and when you want people to download them or purchase them.

 

  • Lead Generation

Lead generation campaigns are for when you are looking to get people to sign up for something without having to leave Facebook. Clicking on Lead Ads will open a pop-up form which already has pre-filled information of the customer taken from their Facebook Profile.

Lead generation ads can be very effective and you can learn more about how to create and use them in a separate post.

 

  • Product Catalog Sales

A product catalog sales campaign is ideal for when you are running an eCommerce website. It’s too detailed to discuss here so it’s best to have them all down in a separate post.

But in a nutshell, a product catalog sales campaign allows you to promote individual products from your online store on Facebook. It can even run ads to shopping cart abandoners with the specific products they added to their cart.

 

  • Store Visits

Store Visit Campaigns are for Businesses with multiple locations and it helps your customers find your nearest location from where they are. Before you can set this up, your business would need to have at least 2 registered locations.

 

One final note when it comes to choosing campaign objectives. Always remember what your goal is for running your campaign.

Just because you have a video shouldn’t automatically mean that you will be running a video views campaign. Base your choice on your actual objective.

I believe that Facebook is much smarter than we think so I, personally, don’t try to outsmart the platform.

If you really can’t decide, the best option is to test out different objectives.

 

Did I miss anything? Got any questions? Let me know! 🙂