Are you wondering how to run Facebook™ ads effectively? If so, that’s great, because I want to share a powerful tip to make your Facebook™ Ads… way more targeted.
Wilco de Kreij, the founder of Connectio, shows in the short video below, how to apply interest targeting on Facebook™ using Layering.
Wilco is a full-time online marketer and his company Connectio aims to offer the most powerful Facebook™ marketing tools available to businesses and enterprises of any size.
You can read my notes introducing Layering using the Fb ads manager below the video…
Targeting Facebook Ads “The Old Way”
First of all, Wilco shares how Facebook interest targeting for ads used to work and how most people are still doing it this way.
Most people enter a certain interest, for example, Coca-Cola.
This means that they are targeting their ad to everyone who has shown interest in Coca-Cola.
What most people do and what was until recently the only option of using Facebook ads targeting, was to add a second interest like the image below.
This means, that you’re targeting everyone who is either interested in Coca-Cola OR (if the second interest is, for example, Pepsi), everyone who is interested in Pepsi.
This means that you will be targeting:
- everyone who has liked both;
- but ALSO everyone who has just liked Coca-Cola, but has never liked Pepsi, or the other way around.
What you really need to do?
Make Sure you target only those people who have shown interest in BOTH.
Well, because that means they’re even More Passionate about Cola, in case that’s your market.
Targeting Facebook Ads and Narrow Your Target Audience
Since recently, it’s possible to actually target the overlapping segment of interests. This is called “And” Targeting.
Now you can actually target everyone who is interested in, for example, Coca-Cola AND in, for example, Pepsi as well.
You can even do this with multiple targeting options (for example three or more). You will then only target everyone who is either interested in the first interest, AND the second interest, AND the third interest as well.
This lets you make your Facebook ads audience Way More targeted!
This kind of “AND” targeting is also known as “Layering”. This means that you’re basically adding layers of targeting options (interests, demographics, and/or behaviors).
The more interests you’re going to add as a layer, the more targeted your ad is going to be.
More Examples of Interest Targeting using Layering on Facebook
Just a completely random example. Let’s say, someone is into horses, and for instance, Game of Thrones.
This allows us to “speak” to everyone who is a big fan of horses, as well as Game of Thrones.
You can completely “speak” their language, instead of just talking about Game of Thrones. This way, you can talk about horses And Game of Thrones.
Of course, this is a ridiculous example, but you’re getting the point?!!
Next, Wilco shows you exactly how to set this up, so you can use it for own Facebook ads targeting.
How to Set Up Interest Layering Using the Facebook Ads Manager
Let’s look at the Facebook ads targeting interface in the Facebook ads manager.
You can also set up interest layering in the Power Editor. For this demonstration, Wilco just uses the common ads manager of Facebook.
What you can do is:
- Set up locations to target.
- Set up age, gender, and language,
- And set up your detailed targeting: Choosing from Facebook targeting options, like interests, demographics, and/or behaviors, ….
Let’s just stick to the examples that we used before, and add Pepsi and Coca-Cola as interests.
This would be “OR” targeting, which means that you’ll be targeting everyone who is either interested in Coca-Cola OR in Pepsi. This way the interests aren’t overlapping each other.
Now, instead of doing this, delete the “Pepsi” entry.
Then click the link “Narrow Audience” (to add a new layer).
This actually allows you to target everyone who is interested in Coca-Cola And also Match, for example, the behavior option “currently traveling”.
This “Must also Match” option gives you the opportunity to target a very specific Facebook audience.
You can actually go as detailed as you want. Just by adding another layer…
It’s also possible to Exclude people.
You can actually target, everyone who is interested in Coca-Cola (A), And are currently traveling (B), but exclude those who are interested in Tennis (C).
This lets you to really narrow down your audience in a way that wasn’t possible before.
If you’re running ads on Facebook, I really recommend you to use this layering feature.
Applying this the right way will definitely improve your ads results!
Here you can find more valuable information about this detailed targeting option…
Next you find a short video about this post. Enjoy!
Have a great day!
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