1. All Website: This technique is very practical for websites with less viewer traffic as it is directed towards anyone who visits your website. Considering the smaller amount of viewers, targeting audiences may result pointless and unavailing.
When creating your audience you will find the “duration” slot, where you are required to put the amount of time you would like the ad to be on your website. But, before you rush into a decision you must consider your (or your company) budget and your audience. The fewer visits your page receives the longer duration your ad should have in order to obtain the results you were shooting for. But, you must also consider your pages budget and you may have to make cuts on the duration. So if you are a smaller website with a smaller budget, you must find a balance that works best for your page (what time of the month are your users more active or use other demographics to make an informed decision on when to release your ad). For small sites, I like a minimum ad spend of $600/month. That is 2 split test ads at $5 per day.
2. Website Sections: This is perfect for a website of any size really, and is where Website Custom Audiences come in to play. Website Custom Audiences are used to target and possibly shut out all audiences you want or do not want to see your ads.
Notwithstanding, before you even commence the “targeting/exclusion” process, you must have well-organized URL’s for your pages. This means that keywords should be applied to all URL’s in a relevant manner. After completing this you may target audiences in a specific web section as so:
-First, find the keyword you have used in the desired website section (include hyphens and other symbols if used in the URL).
-Then, place it in the “URL contains” slot (in the website traffic section).
You can now target the entire amount of people that view that section of your website.
3. Single Website Pages: Targeting and excluding can be a hard thing to figure out, especially when looking for a specific group of people. This way you may choose to target your ads only to people on a certain page, or even better exclude people who have been on a certain page. This means two important things:
-You can target a specific page(s) with an article directly or strongly related to your product.
-You can exclude pages as well, such as a success page so you do not target users who have already bought your product.
4. Interests and Behavior:
–Interests: The most pioneer technique in the book of Facebook advertising, but effective nonetheless. This is something all of your newborn web pages should use to kickstart your web page. The downside, however, is that this is not the most reliable advertising strategy (due to the vast and vague nature of Facebook interests). But, for most small websites, this is a great choice since you do not have an audience, making Website Custom Audiences, and “All Audience” advertising out of question.
Note: When using interests, keep in mind you can use multiple interests. This means you can target people with many distinct interests (for example targeting somebody interested in both cars and cooking, not just one). You may also exclude interests.
Behaviors: These are of paramount importance! Facebook allows you to target any and all behavior even when users are not on Facebook. Behaviors focus on what sites people visit, what they buy, what device they are using, travel preferences and so forth. The downside? It does not track all users and is not exceedingly specific. This works for websites of all sizes and subjects.
You can layer behaviors and interests together to create an even better clear cut public.
5. Email Lists: These are very similar to the three first targeting strategies. Likewise, you may target and exclude people in your email list (active/inactive users, people who have already bought your product, people who frequently visit your website). Or you may send to all users in your email list, however be careful, because certain users may feel spammed from receiving e-mails that are not relevant to them.
6. Lookalike Audiences: One of the best choices for advertising, that is if you have pinned down what your ideal audience looks like. In order to apply this method, you must find a source (the person you want to use as a base for Facebook to identify lookalikes) and a country. There! Simple as that!
7. Connections: Advertise your product to people who like pages that are similar to your own. Exclude pages that you do not want to see your ad. Keep in mind the “whose friends are connected to” although this method can be effective it can be just as weak. Any user will usually “follow the crowd” (meaning if a friend likes page they will like the page). But a downside to having these kind of people would be that they will probably not engage frequently on your website. If you have plenty of money to spend, you may want to experiment in this field.
8. Location: Target any country, state/province, city, or zip code of your choice. A cool detail Facebook provides in this approach is the “Target by radius from a city.” You can include cities within a selected mile radius (this feature is not yet available in all countries). You may also exclude locations (countries, cities, states).
9. Demographics: Again, a very simple and gray-haired method, but great for encompassing a bigger audience while maintaining pertinency. Target things such as age (in a range), gender (female, male or both) and language.More Demographics: These are the option Facebook provides; relationship (interested in, relationship status), education (education level, fields of study, schools, undergrad years), work (employers, job titles, industries, office type), financial (income, net worth), home (home type, home ownership, home value, household composition), ethnic affinity, generation, parents (mothers, fathers), politics (based on location) and life events.
10. More Options and Demographics: These are the option Facebook provides; relationship (interested in, relationship status), education (education level, fields of study, schools, undergrad years), work (employers, job titles, industries, office type), financial (income, net worth), home (home type, home ownership, home value, household composition), ethnic affinity, generation, parents (mothers, fathers), politics (based on location) and life events.
Get more info about Facebook targeting at: https://www.facebook.com/business/a/online-sales/ad-targeting-details
Make sure to learn more about Facebook Ads in our top-rated Facebook course: https://www.coursenvy.com/courses/