One of the most powerful ad strategies on Facebook is Targeting. Targeting is about finding the right people to put your ad in front of. But figuring out who the right audience to target can be a challenge.
You need to know some very specific things about your audience in order to effectively run Facebook Ads.
Here are some questions you will need to answer in order to get clear on your ideal audience:
- Where they live
- Income level
- Kids and their ages
- Where are they in their life? eg) mid life, engaged, newly married, seniors, young family
- What they are interested in
- Books, Magazines, websites they read
- Where they like to travel
- Renters or owners
Then ask yourself these questions:
- What is their biggest challenge that you could help with?
- What are they overwhelmed with?
- What are their challenges?
- How can you change their life with what you are offering or selling?
- What are their struggles?
You may think this is a lot of information to know and you are right about that! You need to know your audience down to their very core in order to be successful in running Facebook Ads otherwise you will be wasting your money. Knowing what your audience thinks, feels and is going through in their life will allow you to target your ads to meet their needs.
Click here for a downloadable worksheet that you can use to determine who your audience is based on what you are giving away or selling.
Let me give you a few examples of an ideal audience…..
- Let’s say that you are a health and fitness coach and you are getting ready to set up an ad for your newest product which is a protein shake. Where they live may not be necessary information unless you are a brick and mortar store. The ideal age for your protein shake might be ages 25- 45. Your product is for both men and women and they are interested in health and fitness. They are likely home owners and some of their hobbies might include going to the movies, working out, reading books and and Health Magazine. Their biggest challenge might be finding the time to exercise and/or losing weight. They might be overwhelmed with raising kids and not having time to eat right. If their struggles are eating healthy then your shake could make it easy for them to eat right and still raise a family, go to work and stay fit. Do you see how I narrowed down a lot of those above questions according to a particular product?
- Here is another example. Perhaps you own an actual brick and mortar store and your store is a toy store. Your audience will likely be in a 25 mile radius of your store. The average age may vary because you have products that are for all ages of kids and adults so perhaps your audience is the parents of the kids that would want your products. Are you trying to promote a particular product or just the store in general? That will help determine who you want to see your ad. If you’re promoting a particular new game, for example, you might want to target families with kids of certain age, like parents of middle schoolers or teenagers. Then ask yourself, what things are these families struggling with. Is it time together? Nothing to do on a Friday night? Ideas for entertaining others? How will your product, or in this case the new board game you are promoting, change their life and meet a need they have?
- My last example is from a real life client that I had who has her own business. She is a licensed aesthetician and does facials, peels and all kinds of other spa-like services. She has a Facebook Page and her audience is manly women ages 30-55. Her geographic radius is 10 miles and their income level is between 75,000 and 200,000. Their biggest challenge is to look younger and have clear skin. Many want to reverse the damage caused by years of sun exposure. The key to this type of business is going to be age and where these women are in their lives. She has found that usually around the age of 40 women start to want her services so knowing the average age of kids a woman has around 40 yrs of age is important. Women around 40 are most likely trying to eat healthier and exercise. Magazines like “Women’s Fitness” are good ways to reach those women. Things like waxing, botox, and facial fillers are more examples of the things many women of that age start to look for. Hopefully, you are understanding what I am getting at here. Reeeaaalllly knowing your audience or as some call it, your “avatar” (ideal client) is so important.
Determining who your ideal client is takes time. You might even consider asking some of your current clients some of the questions from above just to create information to have on hand for when it comes time to setting up your ad. The more you know about your “avatar” or ideal client the more effective your targeting will be!
A quick tip: Many marketers that I know create an actual “avatar” persona. They will literally give their ideal client a name, job, income, type of home, kids, interests, books they love, magazines they read, tv shows they watch, etc. It is a great exercise to really hone in on the “person” you want to buy from you or even sign up for your email list.
Tomorrow we will get more detailed on targeting and how it works with Facebook Ads!