Facebook Flex Targeting; Like AND/OR love it!
There are many reasons that people pay for traffic on Facebook; it might be a new page that you need to promote, you want to ensure a reliable, steady traffic flow to your page or you may just simply want to make sure that the people that see your page are going to be interested in what you have to sell.
Either way, ad targeting is a vital tool in your social media marketing belt and you will be happy to hear that it just got a lot more powerful!
Facebook released ‘Flex And-Or Exclusion’ targeting via the Facebook API and through third party software and in November last year, it was rolled out to the general public as well, meaning that small business owners and individuals with their own pages now had the ability to ensure that their targeted ads were on point.
Although you do need to be using Power Editor in order to use this, for the moment anyway.
How to set up Flex And-Or Exclusion targeting
When setting up your ad set, go to ‘Detailed Targeting’; this is where the new options are found and where the magic happens.
You’re now given the option to include people that match more than one interest, demographic or behaviour at a particular time AND you can choose to EXCLUDE particular demographics, behaviours and interests in the same ad.
What we need to remember here is that we want to be as specific as possible. Specific is your new favourite word.
Facebook uses the example of an American gaming company that wants to target a more specific audience for a new game they are launching.
So, you set your location, gender and age range as before. Males, aged 15-35 that live in America.
Here’s where the specifics come in.
The game is for iPhone 6 or iPhone 6 plus users only, so the first ‘behaviour’ will be people that have either of these devices as a search match.
As it is a game launch, they want to target people that already show an interest in ‘action games’ but that ALSO have an iPhone 6 or iPhone 6 plus.
And here comes the exclusion. The game cannot load on a connection of less than 3g, so the second behaviour will be to EXCLUDE anyone that matches the top two BUT only has a 2G network connection.
This is what it will look like:
Always double check your new audience before saving to make sure that you have set it up correctly.
The difference now is that before, there were no ‘and’ options; your search was still far too broad and didn’t seem to offer the ‘bullseye’ of targeted advertising as often as you would hope.
Now, however you are paying for traffic that will be far more interested in what you have to say, because you have searched for them using a better, more specific net.
The below diagram may help to explain this. Under the old Facebook targeting rules, you would have been hitting all the people in the below image at one; now, you are directing all of your energy at the orange area. Like shooting fish in a barrel so to speak.
So, all that’s left to do now is create some amazing content and get targeting!
Here at Websmart Design, we know that social media can be time consuming and a little scary if marketing isn’t something you are familiar with. Our team of skilled Social Media assistants are here to help; from fully managed campaigns, right through to training and campaign support.
Call us today to talk about how to make the most of social media for your business on 01553 766760