As most sophisticated marketers know by now, performance advertising on Facebook is significantly different from search engine marketing. You target people using performance ads; it's not just copy and paste from your Google AdWords campaign.
As more advertisers and marketers shift more of their attention and budget to Facebook's performance advertising system, it's crucial to understand the power of Facebook's targeting capabilities. Here are details on the 10 ways to target Facebook Ads that every performance marketer should know:
Language Targeting. Language targeting is a powerful way for advertisers to reach all users who speak a certain language. This means advertisers wanting to reach all Facebook users who speak Spanish in the United States can now easily do so - an important tool for media companies and agencies working on behalf of language-specific brands.
Birthday Targeting. Birthdays are really special days on Facebook - users who have many friends can typically expect to receive dozens of “Happy Birthday” messages on their Wall, as well as a few Facebook virtual gifts. Now, advertisers can make special offers or promotions to Facebook users on their birthdays - with over 250 million active users, there are about 700,000 Facebook users with birthdays each and every day.
Location Targeting. Facebook gives advertisers the power to target ads down to the country, state, or city level. This is a powerful way for both national brands and local small businesses to make sure their ads are reaching customers in their target markets. Starting this month, advertisers can now choose multiple countries, states, or cities to target a single campaign against - eliminating the need to have multiple campaigns for multiple geographies. You can target each Facebook Ad to up to 25 countries.
Radius Targeting is the ability to target users located within a certain distance from any given city. Radius Targeting makes it easier for local advertisers to reach people living in the greater vicinity of target markets. For example, an advertiser wanting to reach people over 18 in San Francisco could target Facebook users only in San Francisco proper - about 300,000 people. With Radius Targeting, that same advertiser could target people within 10, 25, or 50 miles of San Francisco, expanding the possible reach of the campaign 500% to nearly 1.8 million people.
Facebook-Ads-Local-Targeting. Facebook determines users' locations based on IP address lookups. However, Facebook also says that “if a user has listed a current address on their profile, they may see ads targeted to that location, regardless of where they are currently located.” Ads are not targeted to a user's geographic networks, which are being deprecated from the site.
Keyword Targeting. Keyword targeting is perhaps one of the most powerful ways to reach your target audience on Facebook. Say you wanted to promote a new sci-fi movie on Facebook - you could easily target your ad against all users who had placed “Star Wars” or “Star Trek” as interests in their profile.
Facebook targets keywords based on interests, activities, and favorite books, TV shows, movies, or job titles that users list in their Facebook profiles. Facebook also targets keywords based on the names of Pages users are fans of or Groups users belong to. Facebook also suggests keywords sometimes as well. “Our system looks for the keywords that are most common among the users your targeting already encompasses,” Facebook says.
Thus, keyword targeting offers the best opportunities for competitive advertisers to aggressively bid on users with related or rival interests to their own company or brand.
Connection Targeting. Connection targeting is perhaps the most robust of Facebook's recently released targeting features. With connection targeting, advertisers can now target their ad to only reach users who are:
1. Fans of any of your Pages
2. Users of any of your Applications
3. Members of any of your Groups
4. Attendees of any of your Events
Basically, Facebook wants to make it easy for business and brands to increase engagement with any users they're connected to on Facebook through Facebook Ads, using it as a paid notification or cross-promotion channel. You can also target users who are connected to one of your Pages/Groups/Apps/Events but not to another in order to do more specific cross-promotions.
Age Targeting. Facebook gives advertisers the power to reach users within any age range, from 13 to 64. This is an important way for advertisers to make sure they're reaching their target audience. Although you might think the vast majority of Facebook users are under 25, most are actually over 25 - and the number of older users on Facebook has been growing dramatically this year. This means new opportunities exist for advertisers wanting to reach older users, who on average have larger disposable incomes.
Education Targeting. Education targeting offers advertisers the opportunity to reach users based on whether they say they have graduated college, are in college, or are in high school. Obviously, this could be a powerful way to filter users based on stage of life.
This blog, and related posts, will continue to provide a blueprint for making money online with Affiliate Marketing. You will find step-by-step road maps for various parts of the Affiliate Marketing business. You will find tools, education, training, and support. And you will find a community of like minded entrepreneurs that are using the Internet to get out of debt, build wealth, and secure their financial future forever.
Finally, I want to thank Amy Porterfield and her work with Social Media Marketing Machines at Traffic Geyser and Social Media Examiner.
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