Find your target group on Facebook – with four professional methods for direct implementation.

You offer a product or service but don’t know where to meet the people who are also interested in it? No matter what your offer is, the answer is Facebook.

Facebook has one of the largest databases globally and, therefore, always has an answer to the question: Who fits into my target group? And Facebook is not only guaranteed to have your target group within its users, but also offers you many ways to contact them.

But before we go into detail and you learn four of the best strategies for target group creation on Facebook, let’s first get to the basics of how this works with target groups and Facebook in the first place.

What kind of audiences does Facebook offer?

First of all, you can easily create a purely interest-based target group on Facebook. You usually rely on demographic data, such as gender, age or marital status, and then assume an interest that applies to your product. This could be, for example, women who are between 30-and 50 years old, married, and sports enthusiasts. The problem here is that such a target group is comprehensive, which means there is a risk of high wastage. In addition, your offer is most likely more specific and can’t be easily broken down into a few interests.

That’s why Facebook gives us another option for audience creation: Custom Audiences or Lookalike Audiences. With this feature, it’s possible to create more specific audiences tailored to your exact product or service.

What are Custom Audiences or Lookalike Audiences?

As already mentioned, Custom Audiences (CA) and Lookalike Audiences (LAA) allow you to define your target group more precisely and tailor it to your offer. In doing so, Facebook draws on its vast trove of data to find the right users for you.

The whole thing works like this: You create a small target group and make it available to Facebook. This is your Custom Audience. A Custom Audience always contains unique users who have interacted with you on Facebook, been to your websites, or been provided to Facebook via an email list. Using its algorithm, Facebook can compare the members of this Custom Audience with all Facebook users (in your desired country) and identify commonalities. Based on this comparison, Facebook can then, in turn, find new people who share the same similarities. These people are then your Lookalike Audience.

Let’s illustrate this with an example: You would like to sell hats. Now you tell Facebook: “Look, here are Mr. Meier, Mr. Müller, and Ms. Schmitz. I know from them that they like to wear my hats.” This makes these three your CA. Facebook now compares the profiles of Mr. Meier, Mr. Müller, and Ms. Schmitz and finds that all three often wear hats in pictures or have liked stores for hats. Now Facebook is looking for more people who often wear hats in photos or have also selected these hat stores. These people will then automatically become your LAA.

This directly gives you two advantages: On the one hand, you know that the people from the LAA are probably also interested in your hats (because they are just like your CA), and on the other hand, your target group increases, and you can address many more people without the risk of high wastage. For example, if your CA consists of 300 people, your LAA can comprise 300,000 people.

How do I get a Custom Audience?

There are several ways to get a Custom Audience. The easiest way is the Facebook Pixel. For this, you need a website with the Facebook pixel built-in. The Facebook pixel is a tool that Facebook can use to measure the visitors and customers of your website (don’t worry, it can also be installed in compliance with the new data protection regulation DSGVO). This way, Facebook knows directly who your customers are and can search now for similar profiles.
Another option is the fans of your Facebook page. If you have a page on Facebook, you can create a CA from the people who have “liked” your page.

Additionally, you can make a CA of the people who have watched a video of yours. To do this, you can post a video on your page, and Facebook will automatically look at who is watching that video and match those profiles back to its immense data trove.

Almost any type of interaction someone has with you can now be converted into a Custom Audience. If you don’t have those interactions yet, you still have the option of uploading an email list, which Facebook then matches against its users…

What else do I need to know about Lookalike Audiences?

Facebook continuously calculates Lookalike Audiences up to a specific size. This site can be set via a percentage between 1-10%. For example, a 1% LAA includes 300,000 people, while a 10% LAA includes about 3 million people. The reason for this is that with this percentage the similarity of your LAA to your CA is set. So a 1% LAA is very similar to your CA, while the circle in the 10% LAA is widened and there are also a lot of people in there who don’t fit your target group as well anymore.

What kind of LAA you hire depends on your product. For example, if you sell toothbrushes, a 10% LAA makes more sense because everyone needs a toothbrush and a broad target group makes sense accordingly. But if you have a more specific offer, often a smaller percentage makes more sense.

So, those were the basics for finding your target group on Facebook. Feel free to check out part 1 of our video series on Youtube again, in case something didn’t become quite clear:

Now you need to know how to put it all into practice. Here are four professional methods to identify your target group on Facebook.

1.the bait method

The bait method is especially suitable if you don’t have a Custom Audience yet and don’t know your target group or where you can find them.

The core component of the bait method is a video ad with a specific video. So it would be best if you were sure that your video is relevant to your customers. This is the video that you’re going to “broad” because it’s your bait in the big Facebook sea.

Because your video is particular, only people interested in the topic will watch it. So these people have taken your bait. You can then see who has watched your video, for example, at least 50%. If about 200-1000 people did that, you would define these people as your CA. You can then make an LAA from this, and you suddenly have a large target group interested in your offer.

2.the pin method

The pin method is about building a target group through specific locations. This works exceptionally well if your target group gathers at a particular site over a certain period, e.g., at conferences. Such conferences often take place in a hotel.

So there are many potential customers for you in this hotel. This is precisely why Facebook gives you the option to advertise at a specific address. You can enter the hotel’s address on Facebook and have your ads displayed more often within a 1km radius.

In most cases, however, a small problem arises: Within a radius of 1km, many houses have nothing to do with the meeting and, therefore, with your target group. But this problem can be solved quickly because Facebook also offers the option to mark specific areas where your advertisement should NOT be displayed.

So you have to choose the pins on the map so that you put pins around the hotel where you don’t want your ads to be displayed so that only the hotel is in the active zone.

In this way, you can advertise ONLY in the vital place for you, and you only address interested people without participating in the conference yourself. The participants of the meeting, who have looked at your advertising, you can then specify again as CA and Facebook make it an LAA.

These two methods were also discussed in part 2 of our video series:

3.the Google method

This method is certainly not the cheapest but will bring you a very qualified and high-quality audience, which will make it worth your while in the future. As the name suggests, the Google method is based on Google advertising. For this, you create a Google campaign on a keyword specific to your offer, such as “insurance for property managers.” This means that everyone who searches for this keyword will see your ad or landing page on Google. As already mentioned at the beginning, you can combine the visitors to your landing page into a CA using the Facebook pixel. This CA is so high quality because your website’s visitors have only found it because they have explicitly searched for exactly your keyword. The click costs will undoubtedly be very high to get the users to your site, but the quality of the CA or LAA will exceed these costs in the end.

4.the group theft method

This method also focuses on a video ad. For this, you create a video that provides pure value and is not an advertisement. This means no logo, no company name, no statements like “I am the CEO of XY…”, etc. This is important. Otherwise, you may get in trouble with the group administrators.

You set up this video as a so-called DARK post, i.e., you create a pure reach or video view ad on Facebook, consisting only of your video and a descriptive text. You do not include links, call-to-actions, etc. You then publish this ad but immediately set it back to inactive. This way, Facebook generates your post, but it is not visible on your page. However, your post has a link where people can see it, and that’s the one to use.

Next, you need to find a group or event your target audience is in. For example, if you sell sports shoes, find a group with all the participants of the Cologne Marathon. In this group, you post the link to your DARK post. Necessary: You must not post the link with your private account but via your fan page.

Now you can create all (!) who watched the video even for 3 seconds as your CA and build an LAA from them again. Why can you take all of them? Because this video is only seen by people from this group, where you know your offer is relevant there.

There are also these two methods in our video series; here is part 3:

Now you know four pro methods for your targeting on Facebook. Good luck with your implementation!

See you next time!

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