Step #4: Use Both Narrow and Broad Ad Targeting
With Facebook advertising, there are two major ways to think about how you’ll target audiences for your ads: narrow and broad. Of course, there are shades of gray between them, but let’s talk about the polar examples first.
Targeting Ads Narrowly
With Facebook advertising, you can target people based on any combination of location, age, gender, interests, topics, categories, sexual orientation, relationship status, languages spoken, education level, and workplace (see Figure 2). That’s a lot of options, and the more you use, the smaller and more focused your audience is. This can result in really cheap clicks and leads if your ad copy resonates with the audience and what you offer. The ad below was targeted narrowly to reach only 32,540 people.
Targeting Ads Broadly
You can target everybody in a country, all ages, all genders, everyone. The advantage of this is a lot more people see your ad (more impressions), which has a positive branding side effect. Plus, the cost per click can be cheap even when a small percentage of ad viewers are clicking because there are so many impressions available that the relative competition level is not so high. The ad shown in Figure 3 reached 26 million people.
Step #5 Qualify Traffic with Ad Targeting or Ad Copy
In step with the narrow versus broad targeting options in the previous section, you qualify people two different ways (see Figure 4). With narrow targeting, you’re qualifying your leads by only showing ads to a very select audience. With broad targeting, you let the ad copy tell people whether they should click or not.
The ad copy for a narrow audience should fit that audience but may not need to qualify them any further. My narrow targeting example has a branding message and also includes a phone number, which is a technique to get phone leads rather than clicks. If you’re only paying for clicks, phone calls don’t cost you extra.
The ad copy for a broadly targeted ad should be more restrictive. As you can see in the broad ad example, although I did not target anything related to Google AdWords; I only wanted people who used AdWords and wanted to improve their results.
Much of the rest of Facebook marketing is the same as B2C. Make sure you track accurately (using Google URL Builder can help with Google Analytics data), dovetail with your existing sales funnel, and create new landing pages if needed. Let me know how it goes!