Facebook’s advertising platform is great for audience targeting in that you can target its 500 million users based on a user’s location, demographics, interests and education and workplace. In addition, although Facebook does not advertise the fact that occupational targeting is available, it most certainly is, along with the ability to direct your ads to users who “Like” your competition.
In order to target a user’s occupation, you can enter job titles in the “Precise Interests” box under “Interests”:
If you are seeking a way to target a specific industry or even a certain company of an individual, you can use the “Workplaces” section under “Education & Work” targeting.
For example, if you are trying to sell hospital scrubs to people who work in hospitals in the Miami, FL area, you can isolate users in the target city and then enter names of hospitals in the area. Users that work at the specific companies you listed in the area you are specifying will see your ad.
You can also direct your ads to users who “Like” competitor companies, in addition to finding users who “Like” yours. In the same “Precise Interests” box, you can list names of competitors to target. For example, if you are a lesser-known sneaker brand, you may want to target other brands of sneakers like: Nike, Adidas, New Balance, Reebok, Puma, Converse, etc., which will put your ads in front of users who like similar products.
As you can see, there are more ways to target Facebook’s 500 million users than meets the eye. The social network promotes the capability to target its users by location, demographics and interests, but if you dig deep, you can find innovative ways to reach a very specific audience that fits the goals of your company.
If you’ve logged into Facebook recently, it’s apparent that some features have moved around. The general navigation is at the top right, the subcategories for advertising are on the far left and messaging as well as notifications are icons on the top left. However, with all these changes, the biggest change that Facebook has made recently is offering a beta test of conversion tracking to a small group of advertisers.
Conversion tracking, according to Facebook “allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking your Facebook Ad.” This will be a key benefit for marketers, once Facebook opens up conversion tracking to everyone. Conversion tracking allows marketers to track performance of Facebook ads, which helps them optimize their advertising strategies. A likely outcome is that more companies will be willing to give Facebook ads a try.
Many companies haven’t advertised on Facebook yet because they don’t know how to calculate their ROI. Some have the opinion that because their analytics didn’t show any sales or leads from Facebook then it must not work. However, this is not the case. In fact, the opposite may be true. There are many people who will buy from a company’s site because they saw an ad on Facebook. (This is similar to Google’s view through conversion- read View through Conversion Tracking and Advocate for Display Ads). Now, with Facebook conversion tracking, Facebook will start to get more credit for sales or leads that it’s bringing to a company’s website.
Facebook is making itself more appealing to marketers. Conversion tracking will be a huge asset and it will encourage those who have been skeptical, to take the Facebook jump. It will be interesting to see how Facebook evolves and what other features they add in the future.
Facebook has made several updates to their advertising platform over the past year in order to make their ads more appealing to users. These ads, called Engagement Ads, provide more features, like the option to “Become a Fan”.
Now they are offering a new option, “Friends of Connections”, which will let companies target their ads to users whose friends are fans of your page. Setting up the option requires just one additional step:
While the ability to see this feature in the ad is not new, the option for page owners to target just those friends of friends is. The thought behind the “Friends of Connections” targeting is that whatever one friend finds important on Facebook, their friends will as well. Not groundbreaking by any means, but definitely a great way to stand apart from other ads that are displayed to the user. This is an easy way to try and get more fans to your page directly from Facebook itself. In addition, because you are targeting your audience, you can help to increase the quality of traffic to you site from you Facebook campaigns.