Facebook’s Core Audiences, a goldmine for marketers!
Targeting has always been such a critical part of advertising, and Facebook advertising is never short on ways to do this.
Facebook offers you (the marketers) three different targeting strategies;
There’s Core Audiences, which uses Facebook data (I’ll explain more below), there’s Custom Audiences which uses information from your CMS, website, mobile app, or other sources to reach people you already know, and finally Lookalike Audiences for if you’ve figured out who your customer is, and now want to duplicate those characteristics.
‘Two billion people — more than half of all internet users — access Facebook every month. Facebook’s audience types help marketers target ads using data that people self-report to Facebook publicly as well as data from third-party companies.’
I am now going to delve into the world of Core Audiences, and run through what’s involved in this area of Facebook’s powerful advertising platform.
Elements of a Core Audience
A Core Audience helps you reach precise audiences by using Facebooks demographics, locations, interests, behaviours, and connections, all this information is collated by Facebook, below is a bit of information on each…
So this is information that people share publicly on Facebook about their family/relationship status (this would be great for say a flower shop), events, career, education, political views and more.
Something to remember; if you were focusing on say age and gender, there are Facebook ad policies that prohibit advertising with certain product categories to people under the age of 18.
This allows you to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are.
There are four different ways to target ads based on location.
Everyone in a location,
Locals: Only people who identify that location as their home
New residents: Only people who recently updated their location
Visitors: People who have checked into or been tagged in a place that isn’t their primary location.
For example, opening a Doctors Surgery in Alexander Park, Manchester, you might want to reach everyone in Alexander Park itself, and anyone who has just moved to the area.
You can use the Browse feature to target your ads worldwide, by geographic area, country, city, or postal code.
Regional targeting provides a way to identify and target countries based on non-geographic commonalities. Regions that you can advertise to include:
Free trade areas: Advertise within a single free trade area — for example, the European Economic Area.
App Store regions: Target only countries where the iTunes App Store, Android Paid Store, or Android Free Store is available. Or mix-and-match.
Emerging markets: Identify and advertise in one or more than 20 countries that are experiencing rapid economic growth.
Euro Area: Target people in countries that use the euro as their common currency.
Interests and Behaviour
There’s specific audiences you can gain by looking at people’s interests, activities, the pages and posts they like, posts and comments they make, and closely related topics.
If you wanted to look for James Bond fans, you’d add ‘James Bond’ as your targeting segment. Facebook also allows you to reach even deeper and say pick up a specific area within the brand i.e. James Bond Magazine or The Spy Who Loved Me to reach the most dedicated people.
Behaviour draws on consumer activities on Facebook – like travel, home and vehicle ownership, charitable donations, device usage. You can understand peoples purchase behaviours, device usage, and other activities.
Facebook may even suggest additional interests and behaviours that correspond to what you’ve initially selected.
This is where you can include (or exclude) audiences based on their engagement with your Facebook Page, Facebook Events, or app.
Device usage is another important targetable behaviour. You can target ads by desktop browser, or by mobile device for instance.
You can edit or delete the selected audience, create new audiences based on it, or view its history. You’ll know when the audience was created, who created it, what edits have been made since its creation, and by who.
At what stage of the ad creation process can you design this?
Targeting happens at the ad set level, and audiences can be broken out into separate ad sets.
Facebook has become the granddaddy of user data. Use Core Audiences to make marketing content more relevant for people and more effective for you.
What’s stopping you, why not test some out!