We’re mastering Facebook advertising objectives and audience targeting for your ads. Several potential objectives and multiple audiences are available for highly focused targeting.
Today we’ll emphasize your primary objectives and audiences; the two main items that tell Facebook what you want. In terms of research and exposure, Facebook does the heavy lifting. They have brilliant targeting algorithms running behind the scenes. They can expose you to ideal customers like no other.
Types of Objectives
When setting up your ads, Facebook allows you to define your primary goal. It’s the main action you want somebody to take after viewing your ad. There are four primary objectives. If you’re just starting out, don’t stray from these four. Heck, we’re not beginners. We’re investing $400K monthly and we still stick to them.
Here they are:
Engagement on Facebook refers to people performing actions on your content. Engagement is defined as post clicks, likes, shares, and comments.
2) Video Views
Facebook videos automatically play without audio on news feeds. Views are displayed publicly for social proof and are triggered when watched for at least 3 seconds. If you’re not careful, this objective can quickly result in wasted money.
3) Link Clicks
Link clicks are clicks on links pointing to select destinations or experiences on or off Facebook. For example, someone clicks, “Shop Now” on your ad and redirects to your website.
4) Website Conversion
A conversion is a desired action a visitor takes on your website, such as checking out, registering, adding an item to their shopping cart, or viewing a particular page. Basically, any page on your website can represent a conversion. And when you create and install the Facebook pixel code, you track all of these activities, allowing Facebook to serve your ads to the highest-quality traffic.
Facebook wants to know how they can best deliver your ad to you and your users.To do this, on top of needing to know your objective, they also need to know which kind of audience to target.
Altogether, there are the four primary audiences to target…
Types of Targeting
We will make you a true master of reaching these audiences within our Facebook Ads Workshop. For now, we’ll cover the basics of these four targeting types.
1) Interest Targeting
Whether you’re a vape shop or an E-commerce store seeking more local customers, Facebook’s “Core Audience” targeting options allow you to reach people based on demographics, location, interests, and behaviors.
2) Demographic Targeting
Choose people based on their interests and traits like age, gender, relationship status, education, workplace, job title, location, age, gender, devices used, income level, and more.
3) Custom Audience
A Facebook Custom Audience is a type of audience comprised of your existing customers or people who have already taken an action on your ads. You can target ads to the audience you’ve created on Facebook, Instagram, and the Facebook Audience Network.
4) Lookalike Audience
A Facebook Lookalike Audience reaches new people likely to be interested in your business because their tracked actions make them similar to your best existing customers. These actions are tracked with a pixel, mobile app data, or fans of a particular page.