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As small to medium business owners we need to be much more savvy in our marketing.

There are many ways to effectively show off your brand, but we believe one of the best tactics available to us today is Facebook targeted advertising. Firstly if you are not on Facebook you are missing a ton of opportunities to promote and sell your brand, so if you haven’t currently got a Facebook page or have no clue how to set one up, download this free resource to get you on track! If you need a lending hand, contact us. We’ll get you set up in no time.

The power of Facebook and the benefit thereof lies in its powerful advertising tools. 

You could say big brother is watching you…and everyone else out there. The stats are mind blowing, Facebook from 2015 has over 1.5 BILLION people actively logging in, checking their news feeds, engaging with content and liking certain pages (these are BUSINESS pages might I add). Facebook has astounding data on every single active Facebook user. Right from their age, occupation, interests, income, location, relationship status, social influence and the list goes on!

Now, I think you can see where we’re heading. ALL this information is available to you to use for your brand and you would be crazy not to capitalise on it! The problem most people have is no understanding on how it all works. It’s the lack of knowledge that cripples the business owner to expand their reach through this channel. To cover detail in the execution of a well crafted Facebook advertising strategy would require a number of blog articles to cover. So we are going to just target one component: Audience Targeting.

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Campaign Objective

Jump into the Ads Manager and you will be brought to a screen which will ask you to determine your objective of your advert. The objective depends on the goal you want to achieve. Do you want to get more page likes for your Business Page? The obvious would be to “Promote your page” to get more likes, or maybe you want to drive traffic to your web site or landing page? Then set the campaign to “Send people to your website.” Facebook will then present the appropriate ad structure for your chosen objective. For a comprehensive detail of Campaign Objectives click here.

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For the example of this article we are going to set the Campaign Objective to “Send people to your website.” Once clicked on you define the URL to promote for your campaign. For this example we are going to use one of our company website landing pages for schools www.lampstudios.co.nz/i-am-nga-tawa.

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Facebook Pixel

Facebook have also just released the new Pixel code. So for greater insights on your return of investment you can create a Pixel to measure conversions in relation to the exposure of your advert. We can now have more insights on what our customers are doing and thinking. This provides us with valuable data refining our strategy and delivery. Facebook Pixels also help the ads perform better, Facebook adapts ads to target similar people who completed the conversion. Win!

Campaign Name

Determine your campaign name according to the underlying goal. Is it to get Leads? Then call it Generating Leads. Whatever your goal make sure it is clear and concise. You don’t want to have a whole lot of weirdly named campaigns that just get you all confused.

We’re good – on to the next step.

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Targeting your perfect prospect

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1. Audience and Budget

Here is where most of the magic happen. You have the ability to use all that info on people we talked about early (if you want to you can do a creepy laugh at this point). You literally have the golden ticket into the homes/offices/environments of your perfect prospects. Warning! if you do not know who your perfect prospect or who you should be targeting dare I say this stage would be wasted time, effort and money. So make sure you have a very clear understanding on who you are targeting, if you need some help defining this stage see our post on Defining your perfect prospect.We can also take care of creating Custom Audiences you can use in your campaigns.

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2. Location

This is self explanatory. You target the place where you know your business will sell/market  effectively. You might just think, “Oh I’m in New Zealand so i’ll target NZ.” Hold it right there Sonny Bill, it goes deeper. You not only can target a city or a town but it can get as specific as 10 miles of an address! How crazy is that. You can also add multiple locations e.g. Let’s target Wellington central and Bulls…I don’t think Bulls has any suburbs. We’re good.

3. Age

Again easy to apply the age demographic of who you want to target. If your market is people looking to build a house, you may target 24 – 50+ year bracket, but if your market is Urban street wear for the young hipster then a 13 – 30 year bracket would prove viable. Again this is up to how well you know your target market. A quick note, don’t just select those would be interested in your product but suit your campaign to the age bracket who will be more potentially to BUY your product/service.

4. Gender

Is your product for both men and women? Then select all, however if research shows more women buy your product than men then it might be best to select women. Another option is to run 2 ads side by side in your ad set and see which one performs better. Be broad, test then refine and narrow your efforts.

5. Languages

Hey if you’re here you are most likely targeting english speaking prospects. Let’s stick with that then. Ok. Next.

6. Detailed Targeting

Now this is where it gets exciting. Detailed targeting gives you the ability to refine your audience to: Demographics, Interests & behaviors. We are not concerned with ‘More Categories’ we will just stick with our trio above.

1. Demographics

You have a buffet list of all the demographic traits you could ever want in a advertising campaign. Want to target people who went to a particular school or university? You can search for it BY NAME. Want to target new romance? Newly wed? Engaged? These are found in life events. Married/divorced/single/separated? These are in Relationship Status. The list goes on. Remember know your audience and add demographics that fits those criteria.

2. Interests

What are your audience interested in? What are their hobbies? Likes? Activities? Facebook pages that they like to be apart of? The better you know this in your strategy the better the performance of your campaign. Go to the party and invite them back to your place afterwards.

3. Behaviors

Behaviors is basically how your users behaviors online and offline. It helps inform us of their device usage, purchases, travel habits and more. A massive takeaway from this is how your users use their device. Maybe you only have an app that is available on the Apple iphone 5 and up. You can target those users who fit that criteria. Maybe you only want to target people who are online through a wifi connection and not their 3g or 4g data so they don’t waste data on their mobile plan. Or maybe your ad is consisting of a video that Lamp Studios helped you with and your demographic will suit those who are relaxed and settled, again choose wifi connection. You can do all of this through behaviors!

4. Exclude and Narrow (stacked interests)

Facebook interests can also be conditional and “stacked”. Maybe you want to exclude a whole target group from your campaign? Or you want to narrow it down from a larger audience. This is where narrowing your audience or excluding them can do tremendous wonders. The key though is making sure your know your audience (we are being repetitive for a reason).

So there you have it. A short snappy guide in targeting the right people with your Facebook campaign. We ran out of space to add any more information and it seems like just a tip of the iceberg. But stick with us and you can learn a whole lot more. We hope that setting up your campaign seems a little less daunting now, and you can get started or at least explore the tools that Facebook provides.

Over and out.