Increasingly, business owners are becoming familiar with Facebook Ad Manager and how it works. Boosting your posts and increasing the reach of your ads is one thing, but how do you turn those extra views into actual traffic – or customers?
In December of last year, we discussed the Facebook Ad Manager and outlined the process of creating a solid ad that will generate leads for your business.
The secret of Facebook advertising is to hone in on exactly who your ads should target. Your targeting should be both specific and thoughtful. Again, we will walk you through the process so that you can harness the full power of Facebook advertising and increase your ROI in a major way.
Facebook allows you to target specific audiences in different ways, including: Location, Age, Gender, & Spoken Language
Now, these aren’t quite specific enough. Facebook also allows advertisers to target demographics based on other, more detailed characteristics, including: Demographics, Interests, Behaviors & More!
We can take this targeting a step further!
Another cool feature of Facebook Ad Manager is the ability to reach out to a hyper-local audience. This can be done easily, by choosing one of four options from the “Locations” drop-down list:
• Everyone in a particular location
• People who live in a particular location
• People who were recently in a particular location
• People who traveled to the location but live elsewhere
These options are based on the locations in users’ Facebook and Instagram profiles, and the locations of their mobile devices. For example, let’s say that you own a car rental company. If your goal is to specifically attract tourists who are visiting your area but do not live there, you can select the “people who traveled to the location but live elsewhere” option. It’s a safe bet that these people are either still in your area, but perhaps they travel there frequently and are in need of a reliable car rental service during their visits.
You can also eliminate certain demographics or groups from a Facebook ad’s reach. Under the “Detailed Targeting” area, there is an option to “Exclude People”. This can come in handy for some businesses.
Let’s return to our car rental company example. If you are ONLY looking to target people visiting the area and you do not want to rent cars to locals, you can “exclude” people who live in the area or nearby. The same goes for a car rental company that is looking to increase long term rentals, mainly to customers and companies in their area. You can easily “exclude” people who do not live in your area.
The best news of all is that once you have found your Facebook advertising “sweet spot”, you can save and reuse the same audience any time you’d like! If, as a fictional car rental company owner, you create a set of ads for visitors and another set of ads for locals, you can save each audience to use again and again. This allows you to target for maximum impact, and bring in existing and plenty of new customers over time.
As complicated as Facebook Ad Manager seems, it is really an incredible and useful tool once you get the hang of targeting for big impact. Of course, social media advertising combined with a solid web presence, local directory management, video production, and other services could seriously elevate your online marketing game. The OMG National team is happy to help you, just give us a call anytime!
By: Kristin Matheny