How To Use Advanced targeting for Facebook Ad

Are you using Facebook Ads?

How often do you target your audience with advanced targeting methodology? Are you targeting right people? Are you shrewdly managing to garner the right information about your audience with the help of Facebook graph search? 

You will probably want to knock spots off your counterpart when it comes to more conversions and a better return on investments. Integrate the data of Facebook Advanced/Graph Search and Audience Insight al together to increase the ROI factor for your Facebook campaign. This article is about 'to Use Advanced Targeting For Facebook Ad.'

Before getting down to run a campaign on any social network, it is significant that you tailor the right audience to increase the conversion rates. You must have a key to operate that who are your right targeted audience. You must know what they (audience)like, dislike, where they live, what profession are they into or who they are? precisely to run an ad campaign, which is more likely to be the one of your successful campaign and naturally, a factor of commendation!

Here I am going to embark on that how have I chosen my selected audience with the help of their Interests, locations and professions and integrate the suggestion in interest box on the dashboard page of 'Audience Insight' in 'Managing adverts' page of the Facebook ad campaign. Make sure as long as your campaign is precise and your target audience is selected diligently your return on investment will be higher relative to the ad campaign cost and your campaign will be running troubled-free.

Finding Data Audience Who Liked Other Pages

Search for the keywords 'pages liked by people who like page "x"' and combine the data in the 'audience network' in 'interest' box. When you research potential audience for your ad campaign, take into consideration that what they are liking apart from your own page. Pages can render some useful information pertaining to the interests and hobbies of audience that are of similar types. 

Type in the search bar 'Pages liked by people who like 'your' page' and you will probably witness the list of other pages regardless to the specific competition criteria. You will see that people who already liked your page have liked your's competition page as well (not always). This will give you better 'insight' and 'understanding' that what your target audience likes and helps you research their competition. You may later add these pages as an interest in the 'audience insight' section. 

""Pages liked by People who Like Your Page" and see the other interest of your audience"

So, that is indeed an easy task and trust me this research will facilitate your ad campaign. Once you have gotten the other interests of the same audience you can specifically target them with the audience insight combining the Facebook graph search result. For instance, you're a small brand and want to contend the big one, simply find that brand audience's key interest and base your ad campaigns accordingly.

Now that you have already gotten the desired result, the second phase is to put these interests in the audience insight page to tailor the specific audience, this phenomenon is called 'cross-reference'. It is recommended that you note down the key interest where there is a majority of Facebook users and then enter each specific keyword in the interest box of audience insight page. You will be astound to see that not all result are found in that page but you can integrate some more beneficial interest. 

    "Graph section result is integrated with audience insight"

              

With these interests, it is seen that I can reach 84% Men out of 76% total Facebook users. In this way, I am targeting quite a comprehensive range of audience and my ad is likely to appear to potential people. Here you can also target people of specific age, gender, device usage and of course location. 'Household and Purchase' option is only available in the US as of now.

In the above illustration of graph search result, 'Renault' was not listed as the interest of the audience but it is specified in the interest section in audience insight. This proves that you may find some more specific interest in the audience insight and these are of course pivotal when you target the Facebook users.

Location and Specific Interest Based Research

""Pages liked by people who Like 'Your' page and live in 'Your' city" and see the interest."

Combine pages liked by people who like 'your' page and live in 'your' city with audience insight. For location based targeting in your Facebook ad, look for cities or zip-codes or areas to find the potential audience. Alternatively, if you want to be more specific in this field add some interest area for instance, 'People who liked 'your' page and liked 'other page' live in 'your' city. This technique will help you aiming to those people who you know already and that they can be attracted towards your ad. 

For instance: You're a burger manufacturer and want to contend with leading brand 'Mc Donald', you'll probably want to target the people of your own city who have interest in McD and get to know their competitions and interests further on.

  "Pages liked by people who like 'your' page and live in 'your' city"

            

"Pages liked by people who like 'your' page and like 'other page'"

The above illustration is just an example to show the common interest that people may have. However, Domino's Pizza is sheer distinct in the business theme. As I already mentioned, that making such searches not only help finding the right audience but aids permeating the brand effectively. 

The graph search reveals some data which are incredible and invaluable when it comes to reaching the right audience. Your ad has maximum chances of getting shown to the people who are religiously following your brand and associated with it. I thank to this feature of Facebook ad to let reach to the potential audience. You can garner the data based on specific city and hometown place.

After cross-reference of the data from Facebook graph search with audience insight, I have found some astonishing outcomes that in my city people who uses desktops and mobiles phones are 44% as likely to have larger user than Facebook users and computer, iPhone, iPad, blackberry and Android have 25%, 147%, 125%, 16% and 100% more likely to use than Facebook users respectively. However, these data are trivial but when garnering information out of these data, it is always imperative to know whom you're targeting.

"Audience insight based on the Facebook graph search"

                 

 "Data based on device users"

                                     

Always remember when targeting audience of different geographic locations this data is very useful in making the ad more specific and that can be           communicated with users and serve their interest. People who are living in New Delhi may have distinctive interests and values that of who are living in Mumbai.

Location Based Occupation Research

""Pages liked by an occupation who lives in 'your' city" and see the interest based on occupation."

Choosing audience based on occupation is pivotal to your campaign health therefore always choose the keyword successfully before tailoring the potential audience. Type in for "Pages liked by an occupation who lives in 'your' city" and you will probably witness some more interest area of your audience.

For instance: If you're targeting 'sales' people by their occupation and you have a product which helps various sales professionals to garnering their confidential data at one place and reconciling when needed, you want them to purchase the software and you'd probably use this keyword to reach the right audience in Facebook graph search.

 "Pages liked by an 'occupation' who lives in 'your' city"

                       

Once you have accomplished this process, now access the 'audience insight' page and cross-reference these pages in 'interest' box. You will be able to check the pertaining information i.e. age, income, family, household size and income, lifestyle  and purchasing power. Out of all, household and purchasing/buying power option is only available in the US. Once you have gotten an idea as to how your audience look like, it will be really easy for your to design an ad on Facebook.

Collate the Data into Actionable Process

After prepping the data garnered from Facebook Graph search and audience insight, it's time to integrate the data to see how successfully an advertising campaign can be.

I am going to take the above illustration of 'sales' into targeting for effective advertising campaign. Embarking on targeting the age demographic based on what audience insight says about sales people in New Delhi.

  "Age Demographic for 'sales' in New Delhi, India"

                   

Clearly this data demonstrates that in my 'tailored audience' -- the age range of 25-34 are 49% and 51%, men and women respectively, which is relatively more than any other age range and I'm targeting the most responsive age group among my target audience. Next, I am going to show you the relationship status and education level in the target audience group.

Facebook graph search and audience insights suggest multiple pages which can be used to create as sorted tailored audience in the 'interest' box. Finally we will have chance to see the 'Job Title' where more people are associated with 'management' in our target audience network. Clearly, management has relatively higher percentage than others. Remember: Lifestyle, Purchasing Behaviour and Brand Affinity are not accessible in India as of now.

"In the job title category, management has the highest percentage in this audience"

If in this target audience, management professions are more -- then create an ad which attracts management professionals with appealing image that cater the requirement of your audience. An ad is captivating when it has great content and an appealing image. User will only click your ad if it has something to communicate so always select your audience based on extensive research and people's requirements. There are indeed a lot more information pertaining to your target audience on Facebook, all you have to do is make a fine research, put all things together and see the results. 

I am going to wind up my article real fast whilst asking you few question: Did you use Facebook Ads? How often did you use them? How did you combine the results from Facebook Graph Search and Audience Insight? Were they effective enough to bring you to the desired campaign results? 

I welcome your comments on this article. For more information kindly, mail me at 'nikhilmisra@outlook.com.'