Types of targeting in Facebook Ads
For your advertising campaigns to work and obtain the best results, correctly segmenting your target audience will be the key so that all your marketing efforts are not lost along the way. For this reason, defining the types of audiences by which you can classify your target audience will determine the success of your ads.
And to start off on the right foot, we share with you the most important types of segmentation to start with Facebook Ads : Main audiences, custom audiences and similar audiences.
Facebook Ads: Main audiences
Segmentation by main audiences allows you to establish certain guidelines or rules to direct who you will show your ads to. In other words, you can define your audience well and establish a clear and precise objective guided by the following search criteria:
Location targeting (geographic data)Where your target audience is located is one of the many pieces of the puzzle that you have to decipher so that your ads and of course, your products or services, hit the mark. Fortunately, Facebook gives you different targeting options, from which you can choose: all people who are in a place, people who live in a certain place, people who are visiting a place and people who were recently in a place. certain place.
Another advantage of the Facebook platform is that it allows you to apply filters to specify segmentation in more detail. For example:
- Countries
- Cities
- Postal codes
- Addresses
- DMA
And finally, if you still want to focus on a more specific niche by location, there is “radius” targeting. With it you can more precisely delimit the area of people to whom you want to show your ads or, with this same function you can exclude areas where you do not want your ads to appear.
Facebook allows you to choose, or rather, classify your audience based on demographic levels such as age, gender and language. Fortunately, once again the same platform gives you a range of possibilities (filters) and of course, options to carry out a more detailed segmentation.
- Education: level of training, search for fields of study, search for school fields, etc.
- Work: companies, sectors
- Relationship: sentimental situation
- Important events: anniversary, new relationship, new job, etc.
- Parents: all fathers, mothers
- Financial entity
- Policy
It is another type of segmentation that allows you to classify your target audience through what they like and other topics in which they show interest. This way, your ads will reach exclusively people who share the same tastes. For obvious reasons, your brand has to cover that need to be able to use this type of segmentation to your advantage.
Currently, the Facebook platform shares a series of interests for which you can perform a good segmentation:
- Fitness and well-being
- Family and relationships
- Shopping and fashion
- Food and drink
- Sports and outdoor activities
- Hobbies and activities
- Business and industry
- Technology
- Entertainment
Behavioral segmentation
In order to segment in this way, Facebook takes into account the user's movements and behaviors, on and off the platform. In this way, aspects such as purchase history, trips, important dates, etc. are evaluated, all in order to strategically direct your ads to a specific audience.
Some filters that can help you classify by behavior are:
- Digital activities
- Consumer classification
- Expats
- Mobile device user
- Mobile device usage time
- Cultural affinity
Connection targeting is based on people who are literally connected to your Facebook page or events. This type of segmentation also allows you to exclude those audiences in order to find and target new audiences.
Segmentation by connections shares the following filters:
- Facebook Pages
- Applications
- Events
Facebook Ads: Custom Audiences
Segmentation by custom audiences allows you to get in touch with users who have already shown a certain interest in your brand, product or service , whether they are people who visited your website , interacted with your App , who have been regular customers or who have had a minimum contact.
To be able to classify by custom audiences, the platform offers the following options:
- App Activity
- Offline activity
- Video
- Company profile on Instagram
- Contact lists
- Website visitors
For this last point, I recommend configuring the Facebook pixel , with it you can automatically create custom audiences made up of users who visited your website or performed certain actions on your site.
With this configuration you will be able to show users strategic advertisements for products or services that they previously saw on your website or e-commerce.
Facebook Ads: Similar Audiences
Similar audience targeting is the fastest and most efficient way or strategy to connect with users who are most likely to respond to your ads.
To achieve this goal, you must create a source audience made up of users or people you already know, and then redirect your ads to profiles with common characteristics and interests.
For segmentation to achieve optimal reach, it is advisable to have a minimum of 100 people from the same country or region to properly design the type of audience.
If you want to know more about this topic or require advice, at MHA you will find the solution, because my commitment is to guide you in the best way in this extremely competitive digital age.