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4 Powerful targeting options for Facebook ads

4 Powerful targeting options for Facebook ads

Facebook has found out something: many times people do not want to leave their platform.

As users spend more time in their news feed, and Facebook continues to expand into new areas, it opens up a whole new ecosystem of behaviors that can be targeted.

This trend has started with the engagement marketing options that are now available.

Unfortunately, these are still very underutilized on many accounts. They can be a goldmine not only for remarketing but also for creating lookalike audiences and moving users through a sales funnel.

All of this targeting is possible before they even get to your site!

This can be extremely effective for brands that have a lot of social interaction, as well as companies that may not have microconversions on their site, substandard landing pages or anything else that creates challenges around remarketing or solid Lookalike audience creation.

Let’s look at some of the most powerful ones you can use right now.

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Where do you find engagement opportunities?

These options are all found in the audience section of Ads Manager.

Create a new custom audience and select “Engagement” as your option:

Clicking on it reveals the treasure of opportunities you have to target people based on their Facebook actions.

Power Supply 1: Remarketing for Video Behavior

Within the engagement options, video selection gives you a small drop-down screen for the behaviors you want to isolate:

Once you have selected the behavior from which you want to create an audience, you can also select the time to include and then the specific video.

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Why is it amazing? Because you can create a content funnel based on what the user has seen.

Let’s say you create an audience for users who have seen 25% of your instructional video when building a tire. You can then follow up with a carousel ad with tools shown in the video.

Or if you want to promote more content, you can show part 2 of the original video and then follow it with something sales focused.

When you build the audience you choose, you can also create a Lookalike from them. That way, when you give Facebook more data, it can find other users in your target demo who are most likely to see your video, making targeting more accurate.

Power Option 2: Lead Advertising

Lead ads are a great way to build your email list at a relatively low cost.

These ad units allow users to submit things like their name, email and many other fields of their choice within the device without having to leave and go to a landing page.

There are several engagement targeting options based on their interaction with your lead ad unit:

This can open up a few tactics.

You can remarketing to users who have opened the form but have not submitted it, or you may want to test showing a remarketing ad to users who have opened and submitted with a more sales-oriented promotional message.

This is also an excellent opportunity to create more lookalikes that you can use to promote your lead collection: Create a lookalike audience of users who opened and submitted the form.

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Power Option 3: Page Engagement

The name of this one is a little misleading; it quotes your page, but it also applies to the ads you create or messages sent to your page:

If you tend to get a lot of social interaction on your posts, this can be a great way to continue interacting with users who took the time to interact with you. The ability to interact with users who sent a message to your site is also exciting, as it coincides with the ability to get ads running on Messenger to initiate those conversations in the first place.

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One of the biggest things on my wish list is tied to just this option, which you can read about a little further down.

Power Option 4: Instagram Business Profile Interaction

This option is a good crossover, especially for companies that may have a healthy Instagram following but are struggling to replicate it on Facebook.

Like the page options on the Facebook page, this allows you to create ads based on Facebook behavior.

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This is also very effective for brands that are focused on images, such as clothing, so they can use their fanbase on Instagram to drive their messaging and targeting on Facebook.

Combined with other interests, you can be targeted with a combination, such as. A Lookalike audience plus a makeup interest in a makeup brand’s ads.

The desired options

Here are three options I would love to see from Facebook!

The ability to choose which piece of content / post you want to create the custom audience for when it comes to posts / ad commitments. Right now, it just applies to every post, but there are so many options for content targeting if the advertiser can choose which pieces of content the user has already seen. We can choose the specific video we want to create the audience around, so I hope this opportunity is extended to posts / ads. The ability to target based on the type of interaction a user had with a post or ad. Did they like it? Love it? Comment? There have been screenshots circulating that there is a beta test based on users who shared your content, so I think they are on their way to having this as an option, but it would be a super cool option having! A way to categorize or tag your content so you can easily create larger groups for remarketing. So maybe you tag things based on “how-tos” or “sales messaging”, and then you can easily push messaging out, you know those categories of content that consumers will be interested in.

Summary

Really, with all the data Facebook Ads has, the sky is the limit. The possibilities outlined here (and the others in there) are already strong alone.

Test them and find out what works best for you and be ready for the newer iterations that are definitely popping up!

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