Today, advertising campaigns can be controlled so precisely on almost all social media channels that users can be reached more specifically than ever before. Facebook, the largest social network in the world, with well over a billion active users, has so far been the most refined way to launch campaigns. The concept or principle behind it is not particularly difficult. Users give out their information (location, friends, interests, etc.) and are then advertised again using their data. Anyone who has ever worked with Google AdWords will quickly understand the principle. The post application settings on Facebook essentially offer three options: The age of the Facebook user who sees the ads, their interests and hobbies and where they live.
Tip! XXL Guide: Facebook Pixel, Ads & Campaigns
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Improve contribution range: through Facebook targeting
Facebook calculates an approximate reach with every >strong> new campaign. This is achieved (approximately) without any further viral effects. That means, for a certain budget you get a certain amount of views. If people interact with your ad, the reach will increase, because now friends (without ads) will see your contribution. Few, but some contributions then make the leap to vitality. It is, classically speaking, word-of-mouth propaganda, i.e. a topic that spreads by itself. But you can already see that from a fixed advertising budget to vitality, it is becoming increasingly difficult to predict.
To ensure that the success of your own advertising campaign on Facebook does not remain a game of chance, campaigns should be planned as precisely as possible by the social media manager. The exclusion of criteria in the Facebook Ads settings considerably reduces wastage. The choice of age and place of residence are the two decisive variables. Avoid targeting groups of people for whom the purchase or interaction with your product is not of interest. Basically you have three quick options in the Facebook Ads:
- Filter: Age of the users
- Filter: Place of residence
- Filter: Interests of the audience
Facebook ads targeting: Age of the target group
The age of Facebook users gives you the option to show ads to those for whom your advertised product is interesting. Different age groups have different goals, wishes and ideas. This means that campaign segmentation for larger projects also makes sense. This means that you place different advertisements for different age groups. In general terms, a flashier design for young people, discreet high-quality layouts for middle age groups and conservative, or simply kept simple for older people. Depending on the group, of course, the texts of the advertisements can vary. As a social media manager, you can definitely achieve better conversions (i.e. the user performs the desired action, for example the “click”).
Facebook ads targeting: Residence of the target group
Large companies market themselves and their products and services internationally, if possible. However, regionality, especially in social media platforms is again a big topic. The selection of the place of residence makes it possible to target the target group even more precisely than just by the age of the users. Especially for regional products, services or even local shops, such a specification by place of residence is recommended. Advertising campaigns can thus be targeted with this setting. In doing so, advertisers and social media managers can design entire test concepts. For example, if you want to test the regional success of a possible project. This filter function also makes sense for multilingual campaigns. Often the reach increases as well, certain places are heavily courted, others less so. The principle of the real world applies here: the bigger the city, the greater the competition.
Facebook ads targeting: Target audience interests
However, if you are about to launch a new film and want to promote the premiere day in relevant target groups, use interests. A film about cars, motorcycles and speed is a well-defined product. I cover the interests of the target group in many areas, be it car and motorsport video games, magazines or even brand fans. All these variables can be defined as “interests”. So people who have marked certain video games, magazines or brands with “Like” on Facebook will see the ad. Since they are already activated for the topic, the probability of interaction is higher than with the total user mass.
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