The Internet is a marketer’s dream come true. 79% of Australian homes have access to the Internet (according to the latest information from the ABS) and over 11 million Australians are on Facebook.
Today I’m going to show you how to find and promote to your target market on Facebook in 7 simple steps, using Facebook’s advertising platform (you can find it here).
Before we get started, let’s assume that your target market is, at its broadest, comprised of Australian residents. So within Facebook’s ad platform, select Australia – you will be returned with upwards of 11 million users who live in Australia.
Now, let’s get down to the business of narrowing down those 11 million users to just the ones that you want to see your ads. For this example, I’m going to try to isolate some advertising demographics for a membership drive for my favourite NRL team, the Wests Tigers. Because I recently received their email newsletter, so that seemed as good an inspiration for an example as any.
1. Set the age range
Under 18 year olds are not going to be in a position to buy NRL memberships so let’s rule them out by setting the minimum age for our ad campaign to 18. This leaves us with 10,575,580 Australians who are over 18 and could be potentially interested in joining the Wests Tigers club.
2. Find those who like your product
In the Precise Interests field, I’m going to enter “Wests Tigers”. This will cull the list dramatically to people who talk about or like anything to do with the term Wests Tigers. We now have 156,360 potential members.
3. Gender differences
In many cases, men and women react differently to ads, meaning that you might not want to show them the same copy. For now, I’m going to select male and see what numbers we get back … 87,620, as it turns out.
4. Localise for relevance
For this example it’s highly unlikely that we’ll get members from out of town, as NRL club memberships are usually bought by locals. So now let’s narrow down our selection to Sydney, giving us a much more modest number of 27,960 potential members.
5. Advanced Connections targeting
6. Pick a relationship status
Step 7: Write your ad
This isn’t really anything to do with finding the demographics of your audience, but I figured since I’ve written this far I may as well put up an ad.
I’d go with something like this, and I would keep testing and tweaking to find the best converting one for the demographic to maximise my marketing spend.
As this example has hopefully demonstrated, Facebook isn’t just a social networking site, it’s an extremely powerful demographics search engine. If you’re trying to find and market to a specific audience based on their demographics, use Facebook and you’ll be doing better than majority of businesses.
If you’ve had any success or failures using Facebook ad targeting, then please let me know in the comments!