While some marketers invest money to Buy Real Facebook Likes, others spend on Facebook advertising; thanks to the excellent ad targeting options. The platform features a dozen different ad formats along with thousands of possible targeting parameters.
Facebook gives advertisers the power to reach out to the audience beyond their own CRM databases and tap into insights obtained from customer loyalty programs of all kinds and match them to individual user profiles. The advertisers can use this information to target audience segments through thousands of different purchasing behaviors. Subcategories for purchasing behaviors include Clothing, Buyer Profiles, Health & Beauty, Food & Drink and a lot more. Within each of these subcategories, you can drill down into various types of behavior. For instance, Buy Profiles allows you to target Fashionistas, DIYers, Foodies, etc. Moreover, Facebook also shows how many user profiles can you target in each subcategory, which is based on their aggregated, multi-sourced offline transaction-based data.
Also Read: 4 Commonly Used Facebook Ad Placements
Life Events Targeting
The objective of some businesses and campaigns is to sell to people who are going through some major life event. For instance, funeral homes would want to connect with people who are terminally ill, losing or have lost a love one or planning a funeral. Similarly, moving services are more likely to get in front of you on Facebook if you have very recently purchased a new house or apartment. And wedding photographers target users who are engaged. Since Facebook users tend to post their life events to their timelines, it is possible to have targeting options for almost every life event. The parameter for Life Events targeting is quite unique as you can choose to target people at particular intervals of time after the event. Consider the example of a jewelry shop that would be interested in reaching out to people who are celebrating their one-year anniversary; hence, they can target users who were newlyweds one year ago. The possible options for date ranges include 3 months, 6 months and one year.
Facebook’s Custom Audiences features is a pretty advanced one that allows advertisers to connect with their existing contacts. They can get in front of their existing customers or app users on their favorite social network. This reinforces the brand as well as gives opportunity to increase order frequency, lifetime customer value and loyalty. To create a Custom Audience, you need to upload your subscriber or purchaser email list or customer phone list in TXT or CSV format. It is also possible to create a Custom Audience based on the visitors on your website or specific pages of your website. You can target or exclude the specific subsets of the list through other targeting parameters. With this feature, advertisers can easily target their existing customers who earn a certain amount of money per year, live in a particular ZIP code or work in a specific job function. Or you can also target users who visited your company’s website to demo your products.
Once you have a good Custom Audience strategy, the next step is to create Lookalike Audiences. Even if you do not have your phone or email list, you can create audience using your Facebook fanbase. Lookalikes let you expand beyond your reach, while still targeting people with highly specific profiles, by forming audiences that look like your actual targets. However, if you do not have a list, neither a huge Facebook following, you can still create Lookalike Audience through a tracking pixel. Once you have decided which users you want to replicate and expand on, you can also make the audience smaller or broads. Facebook will display your ads to the ten percent of the users in your target country who look like your target audience.