As we shared in a previous post, Facebook has the capabilities to be the most targeted paid advertising available. When 79% of all internet users are on Facebook, the options for targeting are endless. When buying Facebook ads, businesses can construct highly customized categories of users to tailor their messaging at a granular level. Through custom audiences, relevance scores, and over 10,000 user data points collected, Facebook allows companies to put their messaging in front of an extremely targeted audience. Here are some of the ways Facebook targeting works.
Building custom audiences
Facebook allows you to build audiences based on an array of factors. These are some of the ways to start organizing your audiences:
- Build lists by phone numbers, email addresses, or Facebook ID’s
- Directly target using your company’s email lists – some platforms even allow direct integration with your ESP
- Distinguish lists based on types of engagement, such as mobile app users
One of Facebook’s audience-building tools is webpage visitor tracking. Businesses can target unique and repeat website visitors and create separate lists based on which pages a user visits. By installing the Custom Audience pixel on your webpages, Facebook constructs lists of viewers by page, allowing you to send specific messaging according to pages of interest. This helps businesses see what information audiences have already consumed, informing future direction for communication.
You can also build categories using demographics. Along with commonly recognized demographics, Facebook lets you drill down into deeper categories like education, personal interests, and life events. Depending on your product or service, your targeting may be greatly enhanced through focus on recent graduates, new parents, or new homeowners. You can even create audiences based on employer, job title, or “new job” categories, making it a prime advertising medium for B2B companies.
Once you start building lists, Facebook can create “lookalike” audiences to supplement existing lists. Facebook optimizes your custom audiences for similarity, allowing businesses to reach more users of common characteristics.
Measuring through relevance scores
Along with matchmaking audiences to businesses, Facebook uses a highly robust algorithm to power the News Feed. This engine takes hundreds of variables into account to produce a relevance score. Relevance scores are used to predict user engagement, such as patterns of clicking, liking, commenting, sharing, hiding, or marking as spam. Along with static posts, Facebook also has tools to monitor video engagement. Tracked behaviors include enabling sound, increasing volume, and switching to full-screen mode.
By tracking user behaviors, Facebook calculates relevance scores to predict users’ reactions to ads. Scores are rated on a scale of 1 to 10, fluctuating based on users’ positive or negative feedback. The benefit for businesses is the opportunity for a highly engaging ad to earn more impressions based on a high relevance score, lowering the cost of reaching people.
Relevance scores impact ad auctions, which can help an ad’s delivery based on feedback collected. If you purchase an ad through reach or frequency, the ad will still be placed as purchased. But earning a high relevance score can boost your number of deliveries, giving you more chances to get in front of your audience.
Relevance scores can also be a gauge on the effectiveness of your art direction or copy. Before launching a campaign, test an ad’s engagement and reactions and apply its relevance score to inform future creative execution.
Finding your audience
Consider the specific targets you want to reach. Where do they work? Where did they go to school? What are their hobbies? Use these points to hone in on your audience and target precisely who should hear your message.
Whether you’re overwhelmed or ready to get into the action, now is the time to take advantage of Facebook’s underutilized ad platform and hyper-focused targeting. Reach out to DaviesMoore for guidance on your Facebook advertising strategy!