10-Step Facebook Ad Targeting Checklist

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2 10-Step Facebook Ad Targeting Checklist Henry Biegacz

3 COPYRIGHT NOTICE Copyright Exceptional Marketer All rights reserved. This report may be shared with others for free, provided that the contents remain identical, including all copyright and credit details. LEGAL NOTICE The publisher has used its best efforts in preparing this book and the information provided herein is provided as is. Exceptional Marketer makes no representation or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaims any implied warranties of merchantability or fitness for any particular purpose and shall in no even be liable for any loss of profit or any other commercial damage, including but not limited to special, incidental, consequential, or other damages GENERAL DISCLAIMER This report is considered accurate as of the time of publication (July 2016). Due to the fast-changing nature of the Internet, some of the processes and layouts in Facebook may have changed. Facebook is a trademark of Facebook, Inc. This report (along with our other products and programs) is NOT affiliated with, associated to, nor endorsed by Facebook, Inc.

4 Introduction The first rule of marketing is: Don t show your ads to the wrong people. The logic to this rule is very simple. If your audience has no interest in the product you re promoting, it makes no difference how nice your landing page is, how clever your copywriting is or how well your product performs. They will not buy it. Your message is not a match to your market and your promotion will be doomed. But there s good news for Facebook marketers. Facebook has done all the heavy lifting for us. With all the data Facebook has accumulated about its users, including their page likes, friends, and groups, it has become possible to target potential customers on the most granular level you can imagine. Facebook now gives you numerous targeting options which you can use to zero in on your market and make sure your ads are seen only by those people who share the attributes of your most targeted customers. There are three major benefits to proper targeting of your Facebook ads: 1. A higher click through rate because the people seeing your ad are actually legitimately interested in your promotion. 2. Lower cost per click 3. Higher conversion rate, which is our main goal because we re advertising in order to create profits. 1

5 Now, it s crucial that before you ever begin advertising and targeting that you know your audience. Who is your perfect customer, where do they live, what s their gender and age, and what are their interests and problems. Once you ve done your research and know this information, you can properly target. Let s take a look at the various targeting options Facebook has available for our use. 2

6 Locations Your research will have told you where your ideal customers are located. If you re promoting a mass appeal product that s in English, for example, you ll want to select the top tier English speaking countries. You can also target on a much more granular level-by region, state, city or even zip code. For example, if you have a local business, you can drop a pin on a map Facebook provides and you can pick your exact location. Then you can tell Facebook how far from your location you want your ads to reach. You may have a store you re promoting and know your best customers travel a maximum of twenty miles. With the Facebook ads platform you can easily make sure that only those people see your ads. These location options can be utilized only when targeting one country at a time. But, different location options are available according to each country. You can also split test your ads by making adjustments for particular cities and states and further increase the success of your campaigns. 3

7 Age & Gender As with location, your research and your common sense should dictate the ages and gender of your preferred customer. Facebook ages range from 13 to 65. If you re promoting an expensive product, you probably wouldn t market to eighteen year olds who likely don t have a credit card. And, you wouldn t market snow tires to teenage girls. You can also split test your ads by running the same ad to different age segments. For example, 25 to 34 year olds, 35 to 44 year olds, and 45 to 54 year olds. You may find that different age segments are more responsive than others and you can further optimize by eliminating the poor performers. Your research will also tell you what gender will be receptive to your ads. Here you can take your split testing to a higher level by running the same ad to men and women separately to see who performs better. You can further segment men by their own age groups and women by theirs to further optimize. This type of split testing will really allow you to fine tune your audience for optimum returns. 4

8 Detailed Targeting & Interests This is where Facebook really stands out. In the interests section you can find almost any interest you can imagine. You can search by specific Facebook pages or by keywords and topics. These include famous people, books, movies, television programs, or current events and much more. And, once you enter a particular interest, Facebook will give you many more suggestions of related terms to use to extend your searches. It s extremely important to note that for every interest you enter, Facebook will find you all the people in your selected location who share that specific interest. By adding numerous interests to your list, you can easily develop a very broad audience that may number in the millions and your ads can be seen by all those people. However, this may not be the best use of your advertising budget. More on that later. 5

9 Demographics Facebook offers many demographic categories and within those categories you can even drill down further. For example, in the financial demographic you can even select your audience by their income and/or their net worth. This is very powerful. If you re promoting a high ticket cost product, you ll want to limit your audience to only those people who earn more than $100,000 annually. Facebook allows you to do just that! How would you like to know your prospective customer s purchase behavior? Well, Facebook will tell you what kind of products they purchase. It will even tell you things such as whether they re above average spenders, offline buyers and online buyers. How would you like to market specifically to buyers who you know have already pulled out their credit card and bought something online similar to the product you re promoting? With Facebook targeting you can do exactly that. With Facebook demographics you can target by education, work, relationships, ethnic affinity and much, much more. The choices that Facebook offers are simply mind boggling and will allow you to become a very effective marketer. 6

10 Layering: The Facebook Pot Of Gold All the information provided so far in this report has given you a good background in the Facebook ads platform. But, the real gold to be mined from Facebook ads is to be found in the proper use of ad layering. This is something that 99% of advertisers don t do. It will put you head and shoulders above your competition and allow you to achieve the type of returns you ve never seen before. Layering will allow you to show your ads only to the most interested, qualified and likely-to-buy prospects that you can imagine. What most advertisers do is target their markets very broadly. This is a huge mistake and waste of money and effort. For example, let s say you re promoting a product that teaches internet marketers about marketing. Most marketers will compile a list of topics related to internet marketing, affiliate marketing and some famous gurus names. I compiled a list just like that using eleven different terms related to internet marketing and Facebook told me that my audience was 1,100,000 people. At this point your competitors will start sending ads to this group and hope for the best. 7

11 And that would be a huge mistake! This group is far too broad. Think about it for a minute. Just because someone is interested in internet marketing or affiliate marketing, doesn t mean they re interested in marketing at all. Yet these ads would be shown to the entire audience, some of whom have absolutely no interest in the product being promoted. This ad will result in a very low click through rate, a high cost per click and a low conversion rate. Here s the right way to create this campaign (and run circles around your competition). You can still start with the same eleven terms that were used before and resulted in a potential audience of 1,100,000. But now we re going to utilize layering and drill down to find our perfect audience. We are going to click on narrow our audience and just add the term marketing. This tells Facebook that, in addition to all eleven terms we used in our broad search, our audience must ALSO be interested in marketing specifically. Just by adding that one term when we narrow our search, our potential audience has been reduced to 110,000 from 1,100,000. However, this audience is very targeted to our offering. But, we don t stop here. 8

12 We can now go into demographics and select those individuals who have previously made an online purchase. And, assuming our product has a high ticket cost of $1,000, we can limit our audience to only those people who earn at least $100,000 annually. These are the people we know who can afford our product. The result our audience size is now 7,000 people. But, these people are very laser targeted and most likely to have an interest in purchasing our product. We can even choose to hone in further and reduce our audience size even more. The more we reduce, the more targeted our audience will be. This exercise will guarantee a lower cost per click because our audience will yield a higher click through rate and higher conversions. Remember, always start with a very broad audience and drill down as much as you can. The smaller the audience you start with, the more successful your campaign will be. Don t be frightened if your audience size is very small. These are the buyers you want most. Once you start seeing positive results from your campaigns (and you certainly will if you do it this way), then you can use your profits to broaden your audience and test your results to further optimize. 9

13 CHECKLIST Select your location(s) Select age range or segment ages to split test Select gender(s) Select language Create a list of interests (starting quite broad) Narrow your search - enter specific terms that apply to your target audience Exclude those who don t apply to your audience criteria Add demographics to further fine tune your prospects Save your audience Repeat for any audience or niche you desire 10

14 Conclusion That s it. If you follow these steps when you create your campaigns, you will leave your competitors in the dust scratching their heads. You will achieve higher click through rates and higher conversions while incurring lower costs per click. This will get you to profitability in your campaigns faster than 95% of all internet marketers who don t know these strategies. And, after all, profits are the goal of any campaigns we create. 11