When targeting new audiences on Facebook, most brands will use lookalike audiences taken from datasets such as email lists or custom audiences.
After Facebook works its magic, what you’re left with is million of potential prospects who have some type of similarity with your customers.
To further optimize your lookalike audiences (to reduce costs and increase conversions), you should combine them with certain interests and demographic targeting to streamline your audience and churn the highest ROI possible.
Which interests should you target?
Facebook recently introduced a number of cool detailed targeting options that you’ll be able to use in the coming months to optimize your ad sets, and I’ve listed them all below.
In 2015, the back to school industry was said to be worth $68 billion, with the average family spending $97.74 on school supplies:
Whether you sell stationary, backpacks, laptops, gadgets or clothing that children and college students need, the next few months can increase your business’s revenue if you strategize correctly.
What new detailed targeting features can you use to zoom in on this audience? Here’s the newest additions on Facebook:
You can combine the options above with demographics to find parents who have children in different age groups to lock in some of that $68 billion for your business:
The NFL season is about to start on September 9th and it’s never been a more profitable time to align your business with the sport.
According to NBC, 34 of American’s 35 most-watched fall TV shows were all NFL games.
Whether you sell sports memorabilia, run a restaurant or bar showing live games or a local business selling stuff that has nothing to do with the NFL or baseball, just by associating your local team in your ads can see an immediate uplift in clicks.
Here’s the latest detailed targeting for NFL and Baseball:
MLB World Series:
Unless you’ve been hiding under a rock for the past several months, not a day goes by without some media outlet discussing the US election.
Regardless of your business’s political stance, you can now use Facebook to target users by party affiliation:
While a great interest to target, unlike going back to school or the NFL/MSB season options, I don’t advise mentioning too much about the your brand’s party affiliation as it can do more harm than good.
Quality Score do a great job of using this trending topic to their advantage without pledging their support to either party:
With summer hot on our heels, events such as the PGA masters, Rio Olympics and NFL season ahead, you can now target Facebook users by specific events, sports and even broadcasting networks:
Sports and TV:
If you plan to get creative with your ad copies and make references to sports or TV shows (Games Of Thones style ads has been very popluar this year) in your ad copies, using the targeting parameters above will let you deliver your message with greater impact.
Labor day and the days leading up to it are huge for eCommerce brands.
It’s estimated that Americans consume 7 billion hot-dogs between Memorial Day and Labor day (sadly you can’t target users by hot-dog consumption on Facebook…yet!).
But you can target them based on several other interests such as new vehicles they are looking for, top tier spenders, family vacations and gifts and party supplies.
You can find the full list below:
Over 34 million Americans travelled during Labor day in 2013 giving businesses in the hospitality sector plenty of ideas for targeting and campaigns ideas.
The last few months of the year are when most brands really start to scale their ads and increase their spend
With holidays such as Halloween, Thanksgiving, Black Friday and Christmas creeping round the corner, this is the quarter where your brand must start pumping up its marketing to take advantage of the money being spent.
Online shoppers spent more than $4.45 billion in 2015 during Black Friday, Cyber Monday and Thanksgiving, with parents being the number #1 buyers:
In the UK, Black Friday to Cyber Monday also generated over £3 billion (yes billion) in sales:
Here’s the new detailed targeting options you should use when looking for customers in the upcoming holiday seasons:
Black Friday/Cyber Monday:
To make full use of any of the new targeting features above, combine your detailed targeted interests with your ads like Quality to increase their relevance with users.
If you’re a bar showing every NFL game this season, mention the name or show the logo of NFL teams closest to your city to make your ads’ more relevant to users.
Selling laptops or backpacks? Then call out moms in your headlines emphasizing the time and money they can save ordering online today.
Doing your very own Black Friday sale? Then leverage leads ads and tell users to opt-in so they can receive your special Black Friday and Cyber Monday offers straight to their inbox.
To make the most of Facebook’s new targeting options, get creative with your ads to stop users mid-scroll, and get them to take action.
How will you be using these new detailed targeting options?