In today’s blog, I’m talking about interest targeting on Facebook.
Should you do it?
If you do, how do you do it, so it works?
For those who aren’t familiar, in Facebook’s Ad Account dashboard when you run an ad, you can target your audience through different things they’ve shown interest in.
So the first question is: Should you use interest targeting?
The answer is no if you’re a small business or a local business!
Yes, if you’ve got a large enough audience.
See, interest targeting can be a great way segment a larger size audience.
But if you’re a local business, generally the audience you’re trying to get your ad in front of is too small.
And if you start playing around with interest targeting, you begin to narrow the field too much, and you’ll find that you’re burning through your audience too quickly.
Then your frequency rate goes through the roof which will drive your costs up.
If you’re a targeted small business in a local area, I say let your ad copy do the work and focus on putting out engaging content.
If you’re a more substantial business, then, yeah interest target is an excellent way to segment and break down your different target markets.
When it comes to finding the right interests to target – there’s a lot of ways you can go and do this.
There’s a lot of different tools. For instance, you can look at your page insights. You can look at other ads “why you’re seeing this ad” link.
You can even use Google Insights; there are all sorts of different ways to try to refine your interest targeting,
But the truth is a lot of it is just overkill.
As a small business owner who’s just trying to run a few ads, you don’t have the technical skills or time to be able to sit down and troll through all the data.
Therefore, I think the best way to find interest targeting is to look at the interest ideas in these three columns.
The first column is general interest.
This is where I would write down all of the interest targeting ideas I think people would know on a broad scale.
So almost everybody would know this interest was relevant to your topic. For instance, if we’re talking about tennis.
Interests such as Roger Federer, or the Australian Open are topics almost everybody whether you like tennis or play tennis would know about.
They’re the most common interests, and we’re lead to believe they’re the ones we should stay away from ‘because they’re too broad’ but I’ve had great success targeting the broad interests.
Then, from there the next column is the enthusiast interests.
This is when I’m looking at people who use the product or service or play the sport etc.
They actively participate in your niche, and so keeping with the tennis analogy.
This is where I would look at things like the different brands of rackets or balls.
Or they’ follow other less well known professional tennis players.
Then, the third column is where I look for the fanatics.
These are the people who- they are so invested in your niche; they know every little detail.
People who are fanatical would have an interest in things such as the minor tournaments around the world.
They’d follow the new rookies on tour. Or the best tennis coaches and past players who aren’t in the mainstream media.
So now I’ve created my three lists of interests.
I run one against the other and split test the interests to see if you’re getting a better result from one or the other.
You can do group interest targeting. But It takes a little bit more work, and it’s a little bit harder to track the results.
So when you’re just starting out with interest targeting…
My tip would be to keep it simple and focus on one interest per ad set.
This way you can easily define whether one interest group is better than the other.
Play around with interest targeting if you’re targeting a large audience. But if you are a local business and you’re targeting a local area, then I would suggest you only focus on your customer demographics: age, sex, location.