Facebook is smart and provides suggestions based on of what interests
you’ve already selected. Let’s pretend you are coming out with a forensic
science game and you want to target people who watch CSI on television.
Type CSI into the box and select “CSI: Crime Scene Investigation.” You’ll
now notice that additional suggestions automatically have emerged (or click
the suggestions button if they have not):
Sweet. From this list, I would select CSI: Miami, CSI: NY, and maybe NCIS
(TV Series). I wouldn’t select the other shows because they aren’t closely
enough related. Select those three and take a look at the Potential Audience:
You’ll notice that Facebook has listed the interests we’ve chosen as an OR
(our ad will be served to anyone who likes CSI: Crime Scene Investigation,
CSI: Miami, CSI: NY, OR NCIS (TV Series). This “or” is the reason you
need to make sure your targeting is hyper-focused. For example, if I wanted
to target people who like the Sherlock Holmes movies, they might not also
like CSI/NCIS, but they would still be served with an ad. Those people would
not convert, and we would waste money.
The following major targeting element is “Behaviors.” Go through EVERY
category within behaviors and make sure to stick to your ideal audience. You
likely will discover new elements of your ideal audience that you didn’t write
out before – add them to your list.