5 Mistakes Every Facebook Advertiser Makes with Interest-Based Targeting
Targeting is one of the most significant things to targeting while running Facebook Ads. It encourages you to select your crowd with incredible accuracy. The key is realizing how to do that targeting!
While you can targeting your current clients/customers, one of the great ways of targeting on Facebook is what is called ” interest-based targeting “– a kind of targeting where you show your Facebook ads to individuals interested in specific subjects.
In any case, there are 5 critical mistakes that you can make in your interest-based targeting. In this article we will be going over these mistakes and how to avoid them.
I’ll be straightforward: I’ve committed every one of these errors myself. We learn by committing mistakes and making sense of how to fix them. I’ve gathered them here so you can gain from my experiences and avoid trouble yourself.
Mistake #1: Not Understanding Who Is Inside an Interest
Most advertisers don’t fully understand how Facebook concludes who is within an interest. In the event that you are focusing on
that interest, who is really going to see it?
Liking a Facebook page is just one piece of becoming part of an interest!
Suppose you are comparing Facebook pages with precisely the same name; one is an interest and the other one isn’t. You’ll see that the interest one has much a bigger number of likes than the other page!
This is on the grounds that Facebook counts on a variety of information and data to conclude who is falls within a specific interest. Regardless of whether they have never liked that Facebook page, there’s a decent possibility of them still being inside that interest.
An interest on Facebook ads and a Facebook page aren’t exactly very similar. In fact, they are quite different.
That’s where lots of people make mistakes, they consider targeting the fans of one specific Facebook page, however that is not possible any longer. It used to be possible few years back, however right now, Facebook makes the interest a lot greater than that, in some situations Facebook would even include individuals who have never liked that Facebook page!
Mistake #2: Not All Interests Are Created Equal!
A great deal of advertisers believe that each interest is equal to each other. Truth be told, there can be a major differences between them!
Here are a few examples:
Suppose you are intending to target Guitar as an interest, since you’re selling some guitar-related products. Who do you believe is going to see that?
Do you believe it will be individuals who are casual guitar players, or maybe individuals who watch guitar shows on TV? What about the professionals who are super into it?
It is highly unlikely to tell! You need to dig a little deeper.
Suppose you’re going to target Eric Clapton.
Do you believe that everybody who is a fan of Eric Clapton actually plays guitar? Most likely not! He’s so well known even outside of the guitar circle!
Regardless of him being one of the top Guitar player around, the individuals who follow him–or the individuals Facebook thinks follow him—aren’t necessarily into guitar or into playing guitar themselves!
So how about we go a level further (Layering). Suppose you’re going to target Brian May. He’s still a famous guitar player, however isn’t as well known as Eric Clapton. It is safe to expect that his fans would be more into guitar, wouldn’t it?
Are you still enjoying the digging? Let us get a little deeper, if you somehow managed to target Joe Walsh, you will get individuals who are in reality more fanatic about guitar, as Joe Walsh isn’t as popular!
Check this infographic model that would help painting a clear picture “The ‘But No One Else Would’ Trick”.
You’ll see that the more well-known your objective, the more difficult it is to locate the common denominator.
On the off chance that you target Arnold Schwarzenegger, you’re not just going to be targeting bodybuilders only. In the event that you need to target specific interests/individuals identified with an interest, you need to consider how well-known or common that interest is.
The more well-known or common your objective is, the harder the audience will be to target.
Mistake #3: Going for the Most Obvious Interests
People would target “Guitar” because they do not know what else to target. This is the biggest mistake you can make!
Going just for the obvious ones means you are battling against every other advertiser on the Facebook ads platform– it’s a bloody bidding war!
If you are pursuing the targets that everyone else is pursuing, then you are in a tough situation!
Be more clever and sophisticated than that.
There are 3 ways to do so:
i. Go for Famous People and Famous Brands Inside Your Market
Rather than searching for general interests, search for the greatest names in the interest. Search for brands that are marketing towards the intended interest group you need to reach.
ii. Know your Audience – Go Beyond. Go Sideways.
Ask Yourself “What Else Does Your Ideal Customer desire? Consider what your customers are interested in beyond your obvious objective. Individuals that are interested in fishing will probably be interested in outside activities like camping and hiking. Look further and look sideways–and check whether there are connected markets that serve similar customers you do. Check whether you can target those people.
iii. Be creative
If you happen to go into your Facebook ads manager and enter a specific search keyword, you will likely just get 20 outcomes. Think of related topics, different spellings and similar keywords that could make the targeting better and more accurately cover your audience.
Keep in mind: Do not target the most obvious interests in the event that you would prefer not to become involved with difficult rivalry. You will improve results if you think creatively when picking interests.
Mistake #4: Not Split Testing
Advertisers will in general make Facebook ads and include five or ten (possibly even more) various interests and hope for the best. Some might be right for your business, while others could make you lose budget. Your overall advertisement might be losing, and you may be thinking, “This isn’t working for me!” So you change it, or erase it, or in any case waste your time. That’s not good!
If you had split tested the various interests to see which ones play out the best, at that point you would realize which to keep and which to remove. Remember to split test!
Mistake #5: Not Using Layering
On Facebook, you can target individuals interested in, for example, Coca-Cola. You could also say, “I want to target everyone who’s into Coca-Cola or Pepsi.”
Using layering means that you are targeting and focusing on the overlapping section when two or more interests combine. It’s not “I am targeting everyone who is interested in Coca-Cola OR Pepsi,” it is, “I am only targeting everyone within the Coca-Cola interest AS WELL AS the Pepsi interest!”
You can generally go a level deeper where you include three layers, or deeper still where you include four layers, etc. You are looking for that magic overlap!
Through layering, your audience becomes way more targeted and specific!
Interest based targeting on can be a significant resource and a valuable asset in reaching your audience. Dodging these mistakes is critical to getting the most out of it!