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Ten Creative Strategies to Target Facebook Ads After the Changes

Flora Harvey

One of our readers asked for guidance on targeting in their industry.(followers on facebook) As an in-house acquisition marketer, I enjoy a challenge and the chance to think outside the box when it involves Facebook Ads. After responding to the visitor, I came up with an idea for my next blog post, which would recommend creative targeting options across various industries.

Industries that use Facebook Ad Targeting Strategies

Conor Bond was my mentor, and I used his help to get me started. I challenged Conor Bond with 11 target audiences and industry combinations to help me find creative and effective targeting strategies that would work around Facebook’s recent changes. Then I got into my beanbag and started digging through the audience manager.

Let’s look at the current state of Facebook advertising before we start.

  • Potential reach: According to recent studies, Facebook has 2.32 billion active monthly users. This is a lot of space, and advertisers have the opportunity to reach the wrong audience.
  • Advertising: Facebook reported an increase of 47% in advertising revenue during the second quarter of 2017.
  • Targeting: Although Facebook has changed the targeting options, advertisers still have many opportunities to reach their target audience.

There are three types of audience options within these targeting options:

  • Custom audiences
  • Lookalike audiences
  • Core audiences

Because I cannot access every reader’s CRM or analytics data, I will be recommending core audiences throughout this post. But, Facebook advertisers should use custom audiences and lookalike audiences to target their campaigns.

Now that we have done some housekeeping let us look at the new Facebook targeting strategies used by these 11 industries to reach these specific audiences.

1. Automotive industry: New cars on the market

Autotrader’s study found that 59% of car buyers spend their car buying journey online. This suggests that these buyers will likely interact with pages that provide information that aids car research. This behavior can be captured by leveraging interest by targeting company pages within this category. 

Search for Interests

  • Kelley Blue Book
  • Autotrader
  • CarMax
  • Car Gurus

Fortunately, there’s an entire section for vehicles in the Interest section of Facebook’s core targeting options.

  • Vehicles – Hobbies and activities

Facebook ads are targeting hobby “vehicles.”

You can add one or more of these options depending on the type of car you are selling to personalize your offer for interested people.

2. Education: People who are interested in a master’s degree

Facebook was created for college students. (buy followers on facebook) The platform evolved, but the core idea of connecting people in their personal, professional, and educational networks remained the same.

Since the platform was initially designed for college students, educational information is still a prominent part of user profiles. Facebook can offer advertisers education-level targeting by using this information. This information is a great starting point for higher education accounts looking to target a market interested in pursuing a master’s degree.

Demographics – Education – Education Level

  • Graduating from college
  • Associate degree
  • College

Demographics – Education – School Years

  • Years of Undergrad

However, Facebook estimates that users with a college degree can reach over 69,000,000 people (just by looking at the US).

Facebook Ad Targeting by Demographic Potential Reach

This is a vast reach and should not be targeted by advertisers alone, especially if you want to spend your budget efficiently.

Layering additional targeting options is a great way to increase your audience’s relevance. Let’s be more specific. We’re looking for MBA candidates at a business school.

Demographics – Work – Industries

  • Finance & business
  • Sales
  • Management

Demographics – Education – Field of Study

  • Management of businesses
  • Administrator for businesses
  • Consulting for businesses

GMAT Interests pages

  • GMAT+
  • Admission test for graduate management
  • Official GMAT Exam

3. Travel and hospitality: For people who love to travel

When I started this challenge, I discovered many ways to target the travel and hospitality business targets. Advertisers in this space have the freedom to tailor their targeting to suit their offer and to test new audiences to increase ad relevancy and performance.

Example of a Facebook advertisement for the hotel

You can start by adding broad interest options such as:

Interests – hobbies & activities – travel

  • Vacations
  • Tourism
  • Air travel

Pages that provide content about travel and interests

  • Trip Advisor
  • Kayak.com
  • Booking.com

Airlines pages – Interests

  • Jet Blue
  • Delta airlines
  • United Airlines

Travel and behavior

  • Frequent travelers
  • Frequent international traveler
  • One week ago, I returned from travel
  • Two weeks ago, I returned from travel

This broad targeting, as I mentioned, is a great place to begin. The next step is to look at other information that can help you decide about travel and your interest in traveling. I considered life events that might indicate someone would be ready to travel shortly.

Demographics – Life events

  • Engaged for the first time (1 year)
  • Employed for the first time (3 months)
  • Engaged for six months

We are newly married

Let’s not forget to ensure that your prospect has a positive experience with your promotion. We don’t need another Fyre Festival.

Fyre Festival’s social media posting

4. Romantic relationships: Personal and dating services

This is difficult as 36+ million Facebook users have a “single” status.

Facebook ads targeting singles based on relationship status

However, not all users are accurate in reporting this information. Let’s instead look at additional signals that might indicate the user is interested in a romantic relationship.

Demographics – Relationship status

  • Single

Interests – Family and relationships

  • Dating

Pages that provide content about dating and interests:

  • Bumble
  • Hinge
  • Christian Mingle

This industry can also consider how a user’s friends could influence their behavior. You won’t want to stop swiping if you get save the dates from your friends.

This demographic is the best way to target.

5. Those who love arts and entertainment will want to see live performances.

Audience layering, as mentioned in other sections, is an essential strategy that advertisers should use to increase the relevance of their ads. You can narrow down your targeting options to find pockets of your target audience more interested in your current promotion. Two examples will be given to illustrate how promotion can pivot your strategy.

First, I am an advertiser who wants to sell tickets for a Cardi B concert. Let me show you how I would target my ideal audience based on their interests.

Interest – entertainment – live events

Interest – Cardi B

Interests – Entertainment – Music

  • Hip hop music

I would also use radius targeting to reach people in the vicinity or search for tickets last minute.

Cardi B meme

In the following campaign, I’m looking for people who are interested in Wicked’s live tour:

Entertainment – Interest – Live Events

Entertainment – Interest – Musical Theatre

Wicked the Musical – Interest

Here, I would also use radius location targeting. It’s impossible to predict when someone is looking for last-minute tickets to Oz.

6. Financial planning and insurance: For those who are looking for financial assistance in retirement

You know many people you can target for retirement planning if you work in the insurance and financial industry. Because most people in all occupations could be interested, you can’t limit your target audience by age or profession.

It’s not about moving to the beach or running every day in the water.

Here are some ways to target people likely to be considering retirement.

Demographics – Parents – All parents

  • All parents

Parents with adult children (18-26 Years)

  • Invest

Interests

  • Retirement planning
  • Retirement savings account

Pages about financial planning companies – Interests

  • Vanguard
  • ADP
  • Fidelity
  • AARP

7. People who have a home and a garden.

You’re searching for homeowners if you are in the home- and garden industry.

After researching, I discovered many options for inferring home ownership to target home and garden promotions. There is even a whole section dedicated to “home & gardens.”

Here are some suggestions:

Interests – Hobbies & Activities – Home & Garden

  • Home Improvement
  • Do it yourself (DIY).
  • Appliances for the home

Demographics – Recently moved

Interests – Business & Industry – Design

  • Interior design

Pages for Home Renovation Shows:

  • Fixer Upper
  • Property Brothers
  • Flip or Flop

8. Online shopping for shoes

Let’s face it, and not everyone is always looking for new shoes. Patrick Henry, our in-house analyst — I don’t think anyone has ever loved shoes more than him.

Here are some ways I would use behavioral and interest targeting to reach someone looking for new shoes.

Buy behavior – Behaviors.

  • Shoppers who are engaged

Interests: Shopping & Fashion – Clothing

  • Shoes

Interests: Shopping & Fashion – Shopping

  • Online shopping

Other pages selling shoes and interests

  • DSW Designer Shoe Warehouse
  • Zappos
  • ShoeDazzle

9. Real estate: Homeowners who are interested in selling their home

According to the Association of Real Estate License Law Officials, there are approximately 2 million licensed real estate agents in America. Many people are looking for professionals in the real estate service market, making this an extremely competitive industry for advertisers.

When I first approached this industry, my first thought was to use life events to suggest that someone may be interested in making such a purchase.

Demographics – Life events

  • Newly engaged
  • Newlyweds
  • Recently moved

Personal finance – Interests

  • Mortgage loans
  • Invest

Pages that provide content about real estate services and advice – Interests

  • RE/MAX

These seven excellent tips will help you find more Facebook advertising ideas for the real estate market.

10. Personal trainers for fitness: People interested in this service.

Whether you are advertising fitness clothing, classes, or memberships, fitness marketing is a competitive field.

Offer for fitness remarketing.

Personal training sessions are a great way to target people who are interested in them. I suggest narrowing your audience by focusing on fitness interests, such as high-intensity workouts and high-end apparel.

Here’s how:

Interests: Fitness and Wellness

  • Exercise
  • Fitness
  • Running

Pages related to fitness and wellness

  • The magazine for healthy living
  • MyFitnessPal

Pages for the most popular gyms:

  • Planet fitness
  • Orange Theory
  • Gold’s Gym

Pages about fitness apparel – Interests

  • Fabletics
  • Lululemon Athletica
  • Athleta

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