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.
Facebook’s recent enhancements to targeting options make it easier than ever to get in front of your core demographic. Suppose you are managing paid search efforts and want to target females logged into Facebook between the ages of 28-35, who are married, live in South Florida, are “Fans” of Kohl’s and Target, like the TV Show “Lost”, listen to “Dave Matthews Band”, and work at MoreVisibility. OK, so maybe that’s limiting your impressions significantly but it can be done with Facebook’s targeting options! As you are creating your ad and testing different selects, Facebook actually provides an estimated number of eyeballs that will see your ads.
Facebook estimated audience A
Facebook estimated audience B
Even better….you will be reaching a super-clean segment. Considering that consumers are using Facebook to connect with family, co-workers, and friends, there is no motive to be ambiguous when a completing profile. After all, don’t you want to be sure people find the REAL you when combing through the sea of profiles on Facebook?
For anyone out there who has not tested the waters of Facebook Ads, here is a run down of the targeting options available:
The recent enhancement that I fell in love with is “Suggested Keywords”. Suggested keywords are generated when utilizing the keyword field to target users. For example, entering “lost” into the keyword field prompts the following suggestions:
These additional suggestions are pulled from common terms that exist among Profiles who have an interest in “Lost”. Suggestions will only be provided for keywords that have established a higher volume among Facebook profiles. These keywords should be included in your ad’s targeting in order to reach additional users with a (similar) interest to your core audience. Facebook’s keyword suggestions can also be extremely valuable in uncovering keywords to include in other PPC / Paid Search efforts.