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3 Facebook PPC Tips To Target Right Audience

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Social channels like Facebook, Twitter, and LinkedIn are here to stay – and they all have PPC ad platforms. More and more advertisers are including social PPC in their search marketing mix. The power of social PPC is its targeting abilities. Accurate targeting is a great feature of social PPC, so it’s crucial to get it right. When we’re on Facebook, we’re not usually searching for anything specific, are we? Instead, we leave funny comments, tag photos of our friends, and share photos of cats and babies. But more importantly (at least for marketers), we’re Liking pages that reflect our personal interest in sports, music, movies, and celebrities. We’re also entering our zip codes, tagging people as family members, entering our workplaces, sharing our relationship statuses, and all sorts of other stuff that speaks to who we are as individuals.

On Facebook, you can choose the audience for your ads by using filters, which allow you to target your audience in three ways: by interests, demography and geography. So your ads reach the right audience and will be seen only by users you have profiled.

So here are a few PPC tips to target the right audience via the medium of Facebook :

1)  Using Facebook Power Editor

Power Editor is a tool designed for larger advertisers who need to create lots of ads at once and have direct control of their campaigns. It is essentially a plugin which works with Google Chrome as a way to manage and bulk edit ads. You can create and manage audiences in Facebook Power Editor to run and test ads with specific messaging for specific demographic groups. This will help control the budget on  new ad campaigns and help speed up creation of new ads by having established audiences.  One of the great features is audience creation. You can create an audience in Power Editor and apply the audience to any or all of your ads. You can also create new ads and apply the saved audience to them.

2) Facebook Ad Targeting by Job Role & Company

Targeting based on career just got a whole lot more powerful. You can manually target Employer and Job Title. But you can also use Facebook Categories to target users based on the industries they work in. You can target the employees based on the kind of industry they are working in ( Eg- IT , Legal Management, etc.) or even by the Office Type ( Eg- Corporation , Home and Small Offices. ). If your business regularly sells solutions to a specific market (like banks, for example), you only need a list of banks you’d like to market to, and the titles of the types of people you’d like to have that engagement from.  Another tool to further target specific audiences is Facebook Custom Audiences. Custom audiences let advertisers target Facebook users by email addresses, phone numbers, Facebook user IDs, or app user IDs.

3) Using Third party Tools (PageLever , EdgeRank Checker or Simply Measured )

There’s tons of different ways to examine and measure Facebook advertising campaigns, and all are based solely on what your business objectives are. The main objective of advertisers should be to focus on increasing their page fan base in the right audience segments and geographic areas where people can actually someday become customers. This is especially true for smaller businesses with limited budgets and resources.

You’ll want to make sure to watch the make-up of your fan base, using Facebook Insights or 3rd party tools like PageLever , EdgeRank Checker or Simply Measured to make sure that your Like ads are driving fans to your page and getting Likes from the right audience in the most critical market areas for your business.  Second, spend significant time reviewing your click-through rate (CTR) for various different ads you are testing.

With the amount of personal information Facebook has on its users, it’s always surprising that more people don’t give the social network’s ad platform a shot. By taking the extra time to research all the different ways people might describe their interests, then researching how those interests are marketed, you can create targeting profiles which will also make your ad’s click path an enjoyable experience.

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