If you run Facebook lead ads, you might have this question, “who should I actually be targeting with Facebook lead ads?”
While there are thousands of different ways you could setup your targeting for any given ad campaign, there are 5 primary filters you should care about: location, demographics, interests, behaviors, and connections.
Location - Use the location setting to choose people to target in a certain area by country, state, city, zip code, etc. If you’re a store front-only Connecticut shop with English-only marketing materials, you probably shouldn’t waste your ad spend on ads targeting people in Brazil who won’t be able to access your products. That said, if you’re a larger ecommerce store, use wider location features like state or country to target more people.
Examples of location options to choose from:
Country
State
Region
Zip Code
County
Demographics - Think about your buyer persona and the target audience for your campaign. Are most of your current customers women? Or, are you looking expand the market for your products among college students? Use demographic data like age, gender, language, etc. to really hone in on your target persona’s demographic characteristics.
Some examples of demographic data you can choose from:
Education (degree, school, field of study)
Age
Political Affiliation (US Conservative, US Liberal, etc)
Work (Job titles)
Company (Size, industry)
Relationship Status (Single, in a relationship, length of relationship and/or marriage)
Recent life events (new job, just had a baby, just got married, recently moved)
Interests - Use interests targeting to target buyer personas that might be more specific, like a bike store trying to target people who have expressly shown interest in bikes on Facebook.
Examples of interest targeting features include:
The business or industry an individual works in (marketing, technology, construction, sales, health care, etc).
Hobbies and activities (biking, sports, travel, politics & social issues, etc.)
Entertainment (games, movies, music, TV)
Shopping and fashion (beauty, clothing, shopping, etc.)
Behaviors - Behavior-driven ads are some of the most powerful to use for specific lead generation campaigns. Remember, generating leads is action-driven; a lead is someone who has expressed actual interest in your product or service in some way. For instance, say someone recently read one of your blog posts or looked at one a few products on your site. Using these types of behaviors to drive the targeting of your ads is a great way to use lead generation ads.
Examples of behavior targeting:
Web activity (clicked a link on your site, read an article, came to one of your landing pages, added an item to their cart and left it, spent money online, created a facebook event, etc.)
Mobile device users (using a tablet or mobile device via brand, new tablet owner, etc.)
Traveling (intending to travel, commuter, returned from trip, checked into a new location, etc.)
Connections - The last primary category of targeting features is connection-based. This could include people that following your facebook page or are invited to events. Use this targeting feature to include or exclude people already interacting with your brand depending on the goal of your campaign.
Examples of using connections in targeting settings:
Include anyone already connected to your page, app or event
Exclude anyone already connected to your page, app, or event
Include people whose friends are already connected to your page, app, or event.
Now that you know what specific targeting features are available, you may be wondering how to develop a targeting strategy for each campaign you run. It all comes down to setting a goal for you campaign and knowing your buyer persona.
First, decide on the target audience of your campaign. Is it a campaign that’s suitable for your whole audience -- like a holiday coupon deal for anyone -- or an offer that’s most relevant for people not already aware of your brand?
Use the demographic and connections tools to set these targeting features based on what makes the most sense for the campaign.
Next, use interest and behavior data to narrow your audience down depending on the breadth of your budget. If you have a small budget, use narrower targeting features to try and reach the best people possible to see your ad. If you have a larger budget and your campaign’s goal is brand awareness, you can use broader targeting data. That said, always make sure to target only those who are most likely to be interested in what you’re promoting.
What targeting strategies should I use for lead ads specifically?
The targeting strategies we’ve covered so far can be used for any type of Facebook ad. However, lead ads are a bit different because you’re trying to get someone to immediately fill out a form for more information.
With lead ads, try to be as specific as possible and rely more heavily on interests, behavior, and demographic data than connections data. Behavior targeting is especially good for lead generation ads because you can use retargeting features to specifically target individuals who have already taken some action on your site previously.
Retargeting helps you bring people’s interest back to your brand. If someone is already familiar with your brand but hasn’t become a lead yet, lead ads might be just the right method to get them to convert without waiting for them to come back to your site and fill out the form.
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