Facebook Interest and Demographic Targeting Campaigns
With more than 1.5 billion users on Facebook, there is a tremendous opportunity for businesses interested in reaching their target audience through advertising.
What we love most about Facebook, other than it’s inexpensive CPCs, is the laser-focused targeting. What other platform offers you the ability to bid on smartphone users in California who recently adopted a dog? None. The answer is no other platform.
Facebook has collected an incredible amount of data about its customers. Nearly everything shared on Facebook can be bid on, and with consumers sharing millions of posts per day, this provides you tremendous opportunity.
With a modest budget and excellent market research into your customer base, Facebook could prove to be one of your best advertising opportunities.
At the core of Facebook advertising is the concept of targeting groups of people based upon their interests, demographics, and online behaviors. This type of advertising gives businesses the option to create small groups of people, and then show them relevant ads. This is much different than “boosting posts,” which is the most common advertising method on Facebook.
- For many industries, Facebook Ads have very inexpensive cost-per-clicks. Click in Facebook are often under 50¢.
- Within the Facebook interface, there are several targeting options including: location, home value, yearly income, fans of sports teams, moms, etc. All of these options make it easy to segment down to a very specific target of people to market to.
- Facebook is fickle, and campaigns can launch slowly. Most campaigns need time to accumulate enough data for ads to run to a targeted segment.
- Since Facebook is a stand-alone platform there are often large discrepancies between its reported data and other reporting tools like Google Analytics.
- Only 20% of the area in an image can be text, which can cause the graphic design implementation to be time consuming.
Custom Audiences are a great option for businesses to engage people on Facebook after they’ve visited your site. These pre-qualified audiences will be much more likely to re-engage with your brand after they have established an interest in your goods or services.
- Facebook allows for the creation of remarketing audiences such as “Shopping Cart Abandoners,” which are more targeted and generally have very high conversion rates.
- Facebook’s remarketing cost-per-clicks are significantly lower than Google’s remarketing CPCs, by as much as 20%.
- Depending on how narrow targeting is set collecting enough impressions to run a campaign can take a significant amount of time.
- Facebook has very strict rules for images ads and designs.
Facebook Dynamic Remarketing
Very similar to Google/Bing’s Dynamic Product Remarketing, Facebook gives users the option to show ads based upon products that website visitors viewed or left behind in their shopping cart. These ads will show as a carousel of product images (with their associated price and title) directly in the Facebook news ad.
Our team is well versed in creating Dynamic Remarketing campaigns on Facebook, which allow users to be served the most relevant products from their previous session.
- Getting started with remarketing is very inexpensive. Most campaigns can get started from just a few dollars per day.
- Facebook allows ads to automatically show to customers regardless of what device they are using.
- Facebook Ads also allows for the promotion of a single product or multiple products displayed in a carousel.
- Structuring your product feed according to the specifications needed by Facebook can be extremely difficult and time consuming.
- Facebook offers very limited online support, making troubleshooting problems a long process of trial and error.
- Several Facebook scripts, tags, and code snippets need to be added to your website to be able to run any remarketing. Use of Google Tag Manager is preferred.
Ever since Facebook acquired Instagram in 2012, advertising options continue to grow and become more available for brands. Businesses have the option for photo ads, video ads, and carousel ads. These ads can direct Instagram users to your website to complete a conversion, or they can be used to promote App awareness.
- Facebook’s hashtag system can instantly connect businesses with a specific target audience.
- According to reports, Instagram ranks as the highest in engagement among social media networks, achieving above a 4% engagement rate per follower.
- Instagram is a fairly new paid medium, so at the moment there is very little competition among brands, but that is changing everyday.
- Ad copy options are very limited on the image itself - meaning your selling point has to be made in limited characters beneath the image; concise copy wins on Instagram. Remember, it is a visual platform.
- The mobile-specific platform restricts your reach to only individuals who own a smartphone or mobile device. That leaves a significant number of consumers out of the picture.