Social Media

4 Profitable Targeting Options To Copy For Your Next Facebook Campaign

facebook-targeting-options

In this previous post I explained How To Get More Clicks On Your Facebook Advert For Less by using my 3x headline templates.

In this post I want to break down my standard targeting practice for almost every big budget and wide spread Facebook campaign I manage.

Just to clarify, when I say wide spread in terms of Facebook advertising, I am referring to capturing the attention of as many possible prospects at once rather than trying to niche down. The benefits to this include a higher traffic flow into your campaign and more tangible data / stats to work with across 4 different targeting audiences.

Here are the targeting options that may not surprise you because they’re quite standard.

  • Fans
  • Targeting Interests
  • Web traffic / Re-targeting
  • Email list

Although they are quite standard, the power in using these 4x targeting options comes with using them together all at once. This creates an overlap effect of audiences and usually allows us to generate a bulk of traffic for as little as 0.5c a click

First let’s talk about the fan targeting option.
This option within Facebook’s advertiser platform may be the most low-hanging-fruit option that you could go for.

Depending on your business and how active you are, targeting your own fans could generate an influx of quick sales or quick wins. This is because your fans, assumingly, know, like and trust you – Otherwise they wouldn’t be on your fan page.

When creating a campaign like this, with the 4x targeting options I’m usually willing to spend close to 25% of my total budget on this audience.

It’s a nice enough figure to actually generate traction but not big enough that it burns through the relationship or the goodwill of the audience. (I’ve explained my thoughts on the concept of goodwill here). The only time I will dedicate 100% of an advertising budget towards fans only is when what we’re promoting is just for them. Or when we need to generate an influx of sales quickly without much lead in.

Targeting Interests.
This is where most online brands begin their advertising adventures. The power in Facebook advertising is in its ability to advertise towards people’s interests, to be able to narrow down your campaign to a select group of users who may like what you’re offering.

I have many ways to approach interest targeting including my 8x Targeting Methods and even my single tactic for stealing competitor’s customers straight from their fan page, both of which can be found within Traffic Atlas here.

Depending on your campaign, whether it is a sales, engagement or lead acquisition campaign, I usually like to budget close to 40% of the total adverting budget to these audiences.

The reason is because the size of the audience is usually quite larger which naturally, requires more budget to deliver the message across effectively.

If I am setting up a lead acquisition campaign then the budget for targeting interests is much closer to the 70-80% mark to focus on bringing new faces into the client’s business.

Web traffic / Re-targeting.
Re-targeting visitors who land on your website is extremely powerful and it has been a game changer in the last 12 months of Facebook advertising. Targeting web traffic allows you to segment visitors to your website into different custom audiences such as lost sales, lost leads, product views, article views and more. The options are endless.

There will always be some sort of an overlap when it comes to web traffic, your fans and your email list.

It’s safe to say that if someone has visited your website then he/she may already be a fan and he/she may be on your email list too. This means that we can afford to spend slightly less on this segment since some of the users may be covered within the fan targeting and email list targeting too.

However again, I always adjust the budget to suit the goal. If the goal is to purely capture visitors who closed the website just as they reached the checkout, then I would be inclined to increase the budget since the traffic would be more qualified. My standard beginning approach for a general campaign is in the 20% range for website traffic.

Email List.
If you have an email list, Facebook allows you to import that email list into its advertising manager and then target adverts to those individuals. How does this work you wonder?

Well, when users signs up to Facebook, they are asked to enter an email address. If the email address they used to sign up with matches the email address within your database then you’re able to quickly reach that individual without having to try and target them through the other 3 approaches.

The result of this can be quite powerful with some really great engagement since the person is already on your mailing list or is already an active prospect, then he/she should know / like / trust your business to some degree.

When it comes to planning a budget for this audience segment I like to keep it to a minimal.

The reason for this is because there will be an overlap in targeting. Someone who is on your mailing list has most likely visited your website before. And if he/she has visited your website before then maybe he/she is also a fan on Facebook.

So rather than trying to spread the email list targeting advert far and wide, I personally focus the bigger budget to the broader targeting because I know there’s going to be some overlap anyway.

I tend to set aside close to 15% of the total budget to this audience. Again though, this always changes depending on the campaign that I’m running at the time.

Those are my standard 4x targeting options and budget layout that I usually work with when it comes to a big budget and wide spread campaign. Within each of these 4x targeting options I may have anywhere from 3 to 10 additional sub targeting options for different users based on their interactions within the campaign. These 4x options, fans, website traffic, interests and email list are a great place to begin advertising your next campaign with.

Finally, here’s how we test the profitably of every advert before we launch IT…AND turned Facebook from A time-waster into A money-maker.

 

Jamie Stenhouse
Jamie Stenhouse is an Entrepreneur and Marketer who specializes in assisting business owners and clients to generate customers online – in any industry. With a sharp mind and high value on creating profitable results in the online marketing arena
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