Facebook rolled out its detailed audience targeting feature for Facebook Ads around November 2015 followed by variations in Lead Ads. Within 2 weeks of the announcement, Radon Media had it’s hands on it. We have a local client from Health & Beauty sector, majorly focusing in Pune market to drive sales. So, we launched a Facebook Ad Campaign utilizing “detailed targeting features” to communicate with specific audience.
The Objective :
To get more genuine leads from a specific geographic location – Pune.
Our Approach:
- There were strategic decisions and understanding implemented while creating the target audience.
- An extensive research and analysis were done to understand the audience behavior belonging to affluent class.
- More in-depth researches were done to understand the behavior of the people interested in healthy life.
- Launched lead ads to uplift the total leads generated.
Results:
- 90% Leads Were Received From Pune
- 364% Less CPL/Cost Per Lead Compared To Other Online Traffic Sources
- 120% Increase In Total Number Of Leads
Here’s a screenshot of the kind of targeting we selected –
How does it work overall?
Facebook introduced detailed targeting options for Facebook Ad Campaigns which is a combination of demographics, behavior, interests and categories. Those who are using third party tools that work with Facebook’s API, must be aware of AND targeting, as well as OR targeting.
So, what’s OR targeting?
Till date, if you wanted to target two different audiences with interest A and B, you had to choose ‘either’ ‘or’. That means it didn’t allow you to choose the intersection of interest A and B.
e.g. If you wanted to target audience interested in Cricket or Football, Facebook will throw you options either for audiences interested in Cricket or interested in Football. But, you couldn’t get the audience who are interested both in Cricket and Football.
The good news is- Now you can!
Now you can do more with audience targeting. You can get a sophisticated, deep multi-layered targeting. You can go even narrower till you’re getting the ultimate precision.
The money spent on Facebook ad campaigns will fetch you greater results and, of course, a WIN-WIN for everyone.
Creating the Ad Set:
So, here’s how the new targeting look like –
Suppose you want to target a particular group of women in India who has an interest (A) in luxury goods or prefer luxury items for shopping.
Facebook gives you the very first option to select by location which is India as per our requirement. Here, we have chosen location India, Women and age group of 20-40years old.
Total audience- 22,000,000
Now, it’s an extremely broad audience. Now you want to make your audience more specific.
The predefined audience for your ad is interested in luxury goods or shopping as described as interest (A).
Now, we would target people according to interest. E.g. the people preferring luxury items would also go for new smartphones and tablet devices. The same category would also be interested in
Interest:
<Women Clothing>
<Online shopping>
<Shopping malls>
<Luxury goods>
<Boutiques>
The audience size now is- 17,000,000
Let’s for demonstration sake take women who are engaged for the past 1 year.
Demographics:
<Newly engaged for 1 year>
Also, we want our audience from a particular category who use “I-Pad Air”. As specific as that.
Behaviors:
<I-Pad Air>
But, here comes the mixing up two absolutely different audience categories. Let’s say these women like to watch “Action Movies”. That is Interest (B)
So, we chose the as an interest (B)
It doesn’t end here. You are choosing the people to be interested in your desired category.
You can now choose the people from Interest (A) and (B) whom you don’t want to follow a particular behavior, demographics or interest.
So, here we don’t want our audience to have 2G or 3G networks. It’s weird. But, all we are trying to show here is you can mix up as distant categories or possibilities as you want.
While we started from a broad audience sector, now we have arrived on an extremely narrowed audience, who belong only to the chosen interests and behaviors.
Now, our audience base shrinks to- ONLY 2800 people! Extremely precise to be present on social media.
This new feature for Facebook ads allows you to play in details to target extremely specific audience. The quality of audience you get have negligible spillage.
Now, the ads will be served to the quality audience.
What did we learn from the new targeting?
The examples taken has weird combination for the purpose to show that you can mix audiences as precise as you want. Now the targeting would be more accurate. The chances of getting better results are higher.
Conclusion:
Social Media Marketing always played a great role to reach out desired target audience. So, Facebook has made it lot easier with these new tools for advertisers to create a better campaign. It certainly makes us happier as a digital marketing agency. On the other hand, more accuracy means smaller audience, with more competition. If there are too many advertisers competing for the same niche audience, that will skyrocket the CPM and the average cost per click for that audience. Only time will tell.
