While I have been in sunny California during a retreat, something I’ve noticed that has come up a lot is fears and worries about targeting ads. We also need to understand Facebook Ad targeting and why it works or doesn’t work. During this episode, I’ll be talking about the five mistakes typically made and how we can come back from them or avoid them altogether. In my opinion, Facebook is the most powerfully targeted advertising platform in the world. We use the information that people share in the Facebook profiles, actions they take, pages they like and ads they click on for targeting.

Five Common Mistakes

1. Not knowing who you want to target

2. 1. Who is your ideal client/audience?

   2. Do audience research

      1. Age?

      2. Location?

      3. Gender?

      4. Parents?

      5. Income level?

      6. Psychographics?

   3. Nail down your client avatar

   4. Use Facebook Audience Insight Tool

   1. With a massive audience, it is likely that you’re not going to find people your ad will benefit

   2. Targeting everyone doesn’t work

3. Using too broad of an audience

   1. The person wearing a red cardigan living in Newport Beach, CA

   2. Facebook won’t know who it can serve this ad to

   3. The audience will be too small

   4. Under 1000 people is too small, Facebook will not serve your ad

4. Too narrow of an audience/too niched down

   1. Example: targeting your ad toward people who are 30-55, who are women, who live in a 25-mile radius of Denver, CO and are interested in skiing

   2. Adding brands to bump up numbers

      1. You won't be able to narrow down which interests, page names, or brands what is driving your traffic

   3. Adding too many Facebook page names

5. Using too many interests in an ad

   1. Relying only on interest targeting

      1. Group your warm audiences together

   2. Failure to use warm or look-a-like audience

6. Overreliance on user interest targeting

“Facebook is unique in targeting ads.”

“You’ve got to know where your target audience are.”

“The deeper you can go in your psychographics details, the more information you’ll have on your audience and how to target effectively.”

“We want our ad to meet as many people as possible.”

 

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