How to Determine Your Target
Audience in Facebook
by Alain Hernandez
Alain Hernandez, Social Marketer
Learn More about Social Marketing
The true power behind Facebook advertising involves the level of targeting this
particular vehicle is able to provide. The targeting, however, is only as good as the
information advertisers provide.
So, how can you make sure your ads reach the people who really need to see them?
As you consider your parameters consider such tips as:
Understand who your product’s known users are
Don’t overlook the obvious when you set your targeting information. Be sure to hit those
people who are most likely to have an interest in your products and/or services.
Keep potential “gift buyers” in mind
If you sell toddler toys, for example, create ads that target not only parents, but also
grandparents, aunts, uncles, cousins and so on. Try to hone in on the potential gift
buyers and make it clear why your product is the best thing since sliced bread for them
to purchase. You may want to create two different ads with different parameters to reach
different target audiences for the same product.
Be very careful about geography
Let’s say you’re advertising a brick-and-mortar business in Tampa, Florida. As you set
your geographical demographics, be very careful to limit the scope. There’s no reason
for you to go after an international crowd. While doing so might increase your website
traffic, it’s not likely to increase sales – unless you ship internationally. Plus, if you’re
paying by the click, those “wasted” clicks can end up costing you a whole lot of money
you don’t need to spend.
Try splitting demographics into multiple ads
To find out what works for targeting and what doesn’t, running multiple ads with
slightly different parameters can be useful. If you do sell toddler products, create an ad
for American parents and another to target buyers in the 50 plus age category. You
might find one works better than the other or that both offer tremendous results.
Clearly define and understand your market for each of your ads
This will help you better focus your advertising efforts to reach your target audience and
will also help you write better copy to capture interest.
Alain Hernandez, Social Marketer
Learn More about Social Marketing