Target Your Super-Specific Audience with Facebook Ads

With over 1 billion Facebook users, you have an insanely deep pool of customer prospects right at your fingertips. To illustrate just how specific you can get, I’m going to show you three examples of how Facebook audience targeting can work.

Timestamps:
[0:42] Targeting example #1 – too specific of an audience
[1:51] Targeting example #2 – a realistic target audience
[2:27] Targeting example #3 – B2B

Transcript
As a matter of fact, I’ll bet you have only a handful of friends that don’t actually have a Facebook profile. So if you’re targeting humans, Facebook is a good place to start to find your audience. Yes, I know pets have Facebook profiles too but in today’s video we’re going to focus on humans.

The great thing about Facebook for advertising is not just how many users are on the platform,but how super-specific you can get to reach your ideal audience.

I’m Adam Arkfeld, owner of ParaCore, a pay-per-click lead generation agency. In today’s video, to illustrate just how specific you can get, I’m going to show you three examples of how Facebook audience targeting can work.

[0:42] Targeting example #1 – too specific of an audience
For the first example, let’s say you have a local outdoor recreation service and you’ve decided you want to start targeting senior citizens in your geographic market. You choose your location, Chattanooga, then select 65 and over. You want to target your ads to women, so you select “women.”

Then you’re thinking since this is outdoors, they should like outdoor recreation so you choose “fitness” as an interest. Then you think, “outdoor recreation is a great opportunity to meet people,” so you select an interest of “dating.”

Next, you’re thinking, “People who like the outdoors like animals, too, right?” So let’s choose that they have a pet rabbit. “This should appeal to the adventurous type, so how about those who just bought a new motorcycle… and like to gamble.”

At this point you realize you’ve targeted your services to grandmothers looking for romance who drive motorcycles, love the outdoors, have a pet rabbit, and potentially have a gambling problem.

With that type of target market, I’m actually curious to know what you could possibly be selling…You can see how the endless options for specific targeting on Facebook could make you a little crazy if you’re not careful. Obviously this isn’t a real-world example, but sometimes it’s easy to get too carried away and you’ll be trying to target an audience that doesn’t exist.

[1:51] Targeting example #2 – a realistic target audience
Let’s investigate another example that reaches a specific audience but has more real-world potential for generating leads and conversions. You’ve done your market research, you have a good grip on your product’s audience and now you want to connect with them.

Let’s say your business is locally-based fitness center that specializes in outdoor mommy and me fitness classes for babies and toddlers.

You choose to narrow your target audience to your location, new moms, preschool moms, and fit moms. Since your classes are outdoors, you’re also going to target those who have an interest in outdoor recreation. This selection results in a specific, but not too narrow, target audience.

[2:27] Targeting example #3 – B2B
Now let’s say you’re wanting to market your conference where local business professionals can network. There’s a common misconception that Facebook advertising is just for B2C, but with the right strategy and creative, it can be effective for B2B as well. After all, CEOs do have Facebook profiles, and they see ads, too.

So to market to your conference audience, which is for Spanish-speaking, small-to-medium business owners, you select local companies with 1,000 employees or less. Since it’s for business owners who speak Spanish, you add “Spanish.” It’s for local businesses, so you limit your reach to people locally by entering the location of your conference.

Like the example earlier, this limits your target audience so you’re more likely to get those conversions you’re after. By narrowing your options in a smart, strategic way, you can reach those who are more likely to be interested in your offerings.

I hope today’s video has been helpful on how you can get super-specific to reach your target Facebook audience. If you’re interested in more, you might want to check out my related blog post, which I’ve linked below.

Thanks for watching and don’t forget to subscribe to get more videos just like this for marketers just like you.

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