You can hover your mouse over any category that you have selected or are
considering choosing and Facebook will provide a summary of what makes
up that category as well as how many people on Facebook fit that category:
We use Behaviors and Interests to come up with creative targeting. For
example, I once ran an advertisement campaign that targeted wedding
photographers. There is no “wedding photographer” Job Title from which to
choose. I couldn’t select photography as an interest because that would be too
broad and general. And, as always, I want to try to filter for an audience that
is prepared to spend money.
I looked up the latest and greatest cameras online. There were maybe 5-7
made by Nikon and Canon that were quite expensive. I added those cameras
under interests, which effectively filtered by audience for “people who are
either passionate about high-end cameras or who likely own them.” In other
words, people who have likely spent lots of money on an expensive camera. I
then targeted “Small Business Owners” under Behaviors. Through this
combination, I had found photographers who own their own photography
business and care enough about the quality of their shots to spend money on
cameras (a small portion of this group definitely would be business owners
who randomly/as a hobby are into photography, but the overwhelming
majority is exactly what I am seeking). I then used the copy in the ad to target
wedding photographers specifically.
That last paragraph is an example of the power of combining everything
you’ve learned thus far in this book. It’s about whom your audience is and
knowing as much as possible about it. It’s about understanding the tools of
the Facebook advertising platform, as well as the importance and theory
behind the messaging of your advertisements. You cannot lose if you apply
everything you are learning.
But I digress...
Check out your potential audience once more. I generally keep campaigns
targeted to under 100,000-200,000 people (although I’ve run campaigns to