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What’s more important? The ad copy? The graphics? Who sees your ad? The landing page? The call to action?

Would you be surprised to know that the biggest changes in success actually come from your targeting? Or who sees your ad? 

Now, Facebook is an incredibly powerful platform – unfortunately, unless you’ve done intensive research there are so many hidden gems that you are unlikely to know what you’re missing. 

I’ve recorded a short video for you to see some of the potential Facebook can give you – If you’re running ads, you need to watch this!

The goal of your targeting is to get the audience as small and consistent as possible. Not to include as many people as possible.

This is why Facebook is so powerful, is your idea customer someone who has a toddler, likes Paw Patrol AND Vogue magazine? Done. Is your ideal customer someone who runs Facebook ads, and likes Snickers? Easy. Not sure whether you’ll get more conversions from someone who is newly engaged and likes Lorna Jane or someone who is 6 months engaged and likes Lululemon? We can find out.

That is the power of Facebook targeting.

Let me guess, when you create an ad, you get to the targeting/audience section and you add every interest you can possibly think of into that section, and keep adding and adding until you think you’ve covered everyone, right? Don’t worry you’re not the only one. 

The problem with this method is you have no idea which targeting option is bringing you in leads and sales, and which are just costing you money. So, what do you do instead?

You are going to create one ad set, and get it as targeted as possible, so it could be Mum’s of toddlers who like Lorna Jane (and yes, you can get that specific).  

To do this, instead of adding parents of toddlers, women, and Lorna Jane. You are going to target women, add the interest Lorna Jane and then you are going to hit the narrow audience button and then put parents of toddlers.

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They will end up in two separate boxes. If you don’t hit that ‘narrow audience’ button, you are targeting either Mum’s of toddlers OR people who like Lorna Jane – see the difference?

I’ll cover split testing in a couple of days, but essentially what you want to do is test different audiences against each other. 

So, you’ll create one audience that is ultra-specific. This is done on the ad set level – then you’ll duplicate that ad set, keeping the ads the same and change your targeting options.

When I’m running a campaign I’ll usually have anywhere between 4-8 ad sets in the first few days while I’m testing, but start where you are comfortable.

The key is to keep the audience as narrow as possible. You want to be really specific about the type of person that particular ad set is reaching. 

Sometimes, if you’re targeting a specific area you won’t have enough people to be ultra-targeted, so keep things as targeted as humanly possible. Try combining like with like so ‘fitness brands’, ‘fitness magazines’, ‘high-end homewares stores’, ‘female entrepreneurs’ or ‘male entrepreneurs’, etc.  

Obviously, what you are targeting will vary greatly depending on your business and your offering! But when you use Facebook to its full potential you have far more chance for success. 

Still, confused? Not sure how this applies to your business? Book in for a Free Facebook Review session and we can run through one of your campaigns and I’ll show you how it can work for you.

Dahna Borg

Author Dahna Borg

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