~Davor Debrecin~

Hey guys,

I recently got a lot of questions about targeting your ads on Facebook from my people so I decided I should share my strategy with everyone else here on WF.

So, generally, the more targeted, the more relevant your ad is going to be and hence you'll get a higher CTR and ultimately a lower CPC.

To be more specific, three of the most important targeting options are gender, age and likes & interests.

I haven't used job or education since I found out that most people don't even fill that information out, so you get to target a lot less people.

But most people fill out their age and gender, and most people "liked" a lot of pages connected to the stuff they actually like.

Now, you have to think what person, product, book, movie, celebrity, show, games, character, artist and even phrase - my target audience likes.

For example, if your target audience are people playing online games target those who like FarmVille, MafiaWars and so on.

If you're targeting business people, target those who like Richard Branson, Bill Gates and so on.

If you're targeting dog owners, target those who like phrases like "dog lover", "I love my dog", "dogs are the best" - you'll see in the ad manager that Facebook will suggest those phrases as you type them in.

As far as gender, I always start by targeting everyone. Then I look at the reports and decide if I should focus more on a certain gender.

The same is with the age groups. I usually just set a lower bar at 23 years because after that age most people have credit cards (according to some studies I found), ie. they are able to make a purchase online.

Then again I look at the reports to see which age group has performed the best and see if I should focus on a certain group.

But when running your ads for the first time, the most important targeting option are the likes & interest.

Also, you need to think about your future pre-selling funnel. For example, if I'm promoting a CityVille guide I can target people who "like" CityVille, but I can also target people who "like" FarmVille.

They are two different groups of people so I need to adjust my ads and funnel according to that.

When I target people who like CityVille I assume they are already playing it, so I create an ad and my funnel according to that.

But when I target people who like FarmVille, I assume that some of them aren't playing it, probably the majority (because when I target CityVille there's 250,000 people and when I target FarmVille there are around 50,000,000 something like that, don't remember) - and so I adjust my ads to first promote playing CityVille itself, so that they first start playing it, and then slowly start promote the guide. Obviously I add them to my email list first.

Lastly, the most important part is to test a lot. Start with very broad targeting and then gradually narrow down.

Hope this was helpful enough!

Take care and ask me if you have any more questions.

~Davor

bizwebstart

I agree with you Davor. Testing is the most important part. I spent months trying to make Facebook work and have finally discovered a market that works for me. This is purely from setting up ads and testing them to see what works.

Regards

TylerF

How much do you bid on when going broad initially?

I've noticed that the suggested bid displayed when
you're creating the ad is different from the one
shown on the dashboard as soon as you've
finished creating your ad.

Sidenote: This guy showed that he bids 1 cent:
A Little Motivation for You Guys Struggling with Facebook Traffic | Justin Dupre | Internet Marketer and Consulant

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chrisbazzle

Thanks for the valuable info on targeting. I'm looking to get into making money with placing Facebook ads, and have purchased several related products. I'll probably be checking yours out soon.

williamrs

Yes, the guy pays 3c per click, but with a CTR above 1%, which is insanely high on FB! If you can get his CTR it should be easy to get his CPC.

I usually start bidding 50% - 60% of what FB suggests (low end) and then try to get a good CTR to be able to optimize the campaign and pay 10% - 20% of the suggested bid.


William

imback

Haha This is exactly how I promote my facebook pages. I rarely bid the suggested rate the facebook provides. Getting a good CTR is always a good thing to focus on!

CHAD

gavin6

How do I narrow the targetting

Lets say I want to target those interested in rugby and working out

when i click rugby there may be 100K listed and then i add working out and the number jumps to 250K.

I want to target those that like rugby and working out so it should be less than the origial 100K facebook is adding all those that like rugby and all those that like working out.

What am I dong wrong?

Gavin

Sports Nutritionist
http://gavinallinson.com/sports-nutritionist/

How to lose fat
http://www.fourweekfatloss.com

CPApromoter

This is because targeting multiples like that are an OR, not an AND.
So instead of getting people who like Rugby AND Working Out, You're getting people who like Rugby OR Working Out.

To get narrower, you must get more specific. Womens Rugby? A Particular Rugby Team for each? Dig and ye shall find. Segment it out into multiple campaigns to see which targets are helping your overall CTR the most.

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TylerF

Hey man,
Bought your FB product months ago, and you didn't deliver. No replies from your emails and PMs as well, what gives?

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chykee

This is a valuable guide. Thanks for sharing.