4 Lessons on Targeting Facebook Ads for Results

While I was on Facebook recently, I noticed something that made me think about how advertising is targeted. After a little research, I came up with these four lessons that will help your Facebook ads be more effective.

In my news stream on Facebook, I saw that a colleague had “liked” a new page, and I asked her if she clicked on the like button because she’d seen and clicked on the ad. “Oh, I saw that ad,” she said. “I didn’t click on it, but seeing the ad reminded me to go to the page and like it.”

Lesson 1: Clicks aren’t the only thing that matter…

…even though they are the easiest to measure. Make sure you’re measuring results during the campaign period because impressions can add up and result in action.

She continued, “Yeah, I saw the Simpsons graphic, and it caught my attention.”  Oh, really? I thought. Mine was a picture of a kitten.

We know that Facebook offers targeting based on information users share in their profiles including:

  • interests
  • music
  • television shows
  • movies
  • books
  • pages they’ve liked
  • group they’ve joined
  • relationship status
  • religious and political views
  • occupation
  • college or university

Remembering this sent us looking at our Facebook profiles to see if we could discern the variations that made us see two different ads for the same page and site. We also checked with the Facebook Advertising Team, and they do not currently target advertising by photo captions or status updates.

Lesson 2: Try different targeting options

This is a great way to see which demographic options work best for you.  If you use Google Analytics, use the Google URL builder to create unique URLs for each demographic segment to see which is most successful.

One particularly interesting thing about the different ads is that she and I are demographically similar in the traditional sense – we live in the same metro area, we’re similar in age and background, so traditionally we would see and respond to the same ads.

Lesson 3: Be open to non-traditional demographic groupings

Sometimes these groupings can be much more easily targeted. Targeting fans of particular types of music or television shows allows you to target a sensibility and common language in ways that gender and age do not.

That leads directly to…

Lesson 4: Test, test, test

Test different graphics, headlines and calls to action to see which is most effective within your traditional and non-traditional demographic groupings.

Need help creating an effective, targeted Facebook ad campaign for your business? Contact us to find out how Innate can help!

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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