The fact that most platforms, such as Google, Facebook, Instagram, YouTube, LinkedIn, Twitter and more are free, doesn’t mean they’re actually free. These platforms get huge amounts of data from their users, which they use for advertising afterward. They will use it for extensive possibilities of targeted advertising on Facebook and Instagram. We do not mind that fact, because we are aware that the world will probably never be without advertising anymore. Also, it is far better to receive targeted ads than ads that we are not absolutely interested in. Obviously we are a marketing agency that lives for advertising. 🙂

Data, such as Facebook and Instagram, is acquired by the daily activity of their users not only on the platform but also outside of the platform. How? Because of he Facebook Pixel. It is a code that is used for better targeting of your ads. You will not be able to do a quality traffic or conversion campaign without it. Owners of e-shops and websites place these pixels on their web sites or e-commerce stores to get exact data about their users behavior. Thanks to these codes placed everywhere on the Internet, Facebook and Instagram get data about what users are doing and how they behave on the Internet. Combining this data, Facebook and Instagram are able to provide truly precise targeting to their users.

Ad targeting options are really interesting. We all know targeting by age, gender, location, or interests. Then create lookalike audiences, site visitors, or site fans. These are all very common targeting. Then there are other targeting that can be considered more sophisticated and offer even greater potential for quality targeting of Facebook and Instagram ads.

Life events

We will begin with deeper understanding of Facebook and Instagram ad targeting with demographic data. Targeting can be selected by relationships, life events, education, or by a job. E.g. Targeting Facebook and Instagram ads by job is relatively limited, thanks to the recent Facebook problems in front of the US court. However if you search, you will surely find at least some close position to the one you want to really target.

Use Facebook Ads Manager for creating ads. Please never click the BOOST button on the Facebook comnpany page. Facebook Ads Manager will allow you proper target, pick the right algorithm of promotion.
Facebook Ads Manager and its targeting

Facebook and Instagram have really sophisticated algorithms, and from your behavior and the information you share about yourself, they are able to recognize whether you are getting married, or expecting a baby, or it is going to be your friend’s birthday, etc. Thanks to all of this data you can target a really well personalized ad. “Are you getting engaged? Or is it your friend’s birthday? How about to not forget to get a gift this time? Check out our store with creative and unusual gifts”

Dokonce lze cílení specifikovat na daný měsíc. Lidé, kteří mají narozeniny v červnu je možné zacílit reklamou se speciální akcí nebo personalizovaným oblečením. V tomto cílení najdete i cílení na rodiče dětí v určitém věku. Toto lze krásně využít při promování soukromé školky, školy, nebo třeba nějakého kroužku a nebo plenek či dětské výživy. Některé příklady nejsou úplně korektní, ale věřím, že jste pochytili myšlenku, kterou jsme vám chtěli předat. Kdo hledá správné reklamní cílení na Facebooku a Instagramu, ten ho najde. Díky takovému cílení jste schopni snížit CPA několikanásobně ve svůj prospěch.

You can even specify targeting for a particular month. People who have a birthday in June can be targeted by special event ads or personalized clothing. This targeting also includes targeting parents of children of certain ages. This can be greatly used to promote a private kindergarten, school, after school activities, diapers or baby food. Some examples are not really that specific, but we believe you have grasped the idea we wanted to give you. Who is looking for the right Facebook and Instagram ads targeting, he or she will find it. With such targeting, you are able to decrease CPA to your advantage by multiple times.

Use Facebook Ads Manager for targeting on life events, people who have the birthday or people that have friends who have birthday
The Facebook Ads Manager – targeting on life events, or friend of men or women, who have the birthday

Soccer targeting

The behavior option also offers several things that you should not forget. Targeting frequent travelers – ads about backpacking, backpacks, luggage, flying tickets, etc., or ads for people that commute to work – like books, travel aids, or real estate. Other interesting options include targeting Facebook site owners or users who have previously lived in a particular country.

With Facebook and Instagram you can target people on how much they love the soccer or if the are a fans of a particular soccer team you can target them too with some merchandise or service.
The Facebook Ads Manager and targeting based on how much people love soccer or dans of a particular soccer team

Co nás ale nejvíce zaujalo je možnost nazvaná “soccer“, kde můžete zacílit na fanoušky podle toho, jak moc velcí fanoušci kopané jsou. Navíc můžete vybrat i jejich přátelé, kde je téměř zaručeno, že se najdou další soccer lovers. Prodáváte merchandising fotbalových týmů nebo nějaký jiný produkt, který je cílený na fanoušky kopané? Lepší cílení asi na Facebooku a Instagramu nenajdete. 🙂

But what is most interesting to us is the option called “soccer,” where you can target fans according to how big of soccer fans they are. In addition, you can choose their friends, where it is almost guaranteed that there will be more soccer lovers. Are you selling merchandising of soccer teams or any other product that is targeted at soccer fans? You won’t find better targeting than on Facebook and Instagram. 🙂

Be aware of the interests

Let’s take a step back to the interests option. If you don’t have enough data, targeting by interest is the only option. When it is set well, it often works very reliably. Before you go into it, check out your own Facebook interests and compare them with reality. See below for instructions. First go to Facebook.com, scroll through the feed until you see the first ad and then follow the steps below:

THis is a perfect option where you can find out why is Facebook targeting you and what interest has attached to your profile.
“Why am I seeing this ad?”

At the first ad you see in your feed, click the three dots in the top right corner of the ad, then select “Why do I see this ad?”

You will get this message. Click on “Manage Your Ads Preferences”. It is the text next to the gear icon. And you’re there. In the overview you will find all possible interests that Facebook and Instagram have about you.

Then click on the “Manage Your Ad Prefetences” for showing you the specific interests Facebook attached to your profile

Zájmy jsou cílení, které má k dispozici každý, i když nemá zatím žádná data ve svém Facebook Pixelu. Sice se jedná o možnost, kterou mají k dispozici všichni, ale i tak je dost často velice efektivní a je schopna doručovat skvělé výsledky. Je zde ale třeba testovat. Než se pustíme dále, koukněte na své zájmy na Facebooku a udělejte si takový rychlý ček se skutečností.

Interests are targeting option that everyone has, even if they have no data in their Facebook Pixel yet. While this is an option that everyone has , it is often quite effective and able to deliver great results. But it is necessary to test it. Before we go on, look at your interests on Facebook and make a quick check with reality.

Facebook knows what you are interested in but it also has some good and bad points. Facebook never knows everything on 100 %.
Here you can see what interests you like – Facebook is in charge

Velice pravděpodobně tam najdete dost nerelevantních věcí. Zde se doporučuje cílení na zájmy vždy alespoň jednou zůžit. Nicméně naše zkušenost je taková, že je dobré vždy využít pouze jeden zájem samotný a vytvořit několik ad setů, poté jste schopni rozklíčovat, které zájmy dávají smysl a ty můžete dát dohromady. Získáte tak efektivní kampaň do té doby, než budete mít k dispozici dostatek dat pro vytvoření cílení dle podobných publik a remarketingu.

You’ll probably find some irrelevant things there. Here it is recommended to focus on targeting at least once. However, our experience is that it is always good to use only one interest alone and create a few ad sets, then you can find out which interests make sense and you can put them together. This will give you an effective campaign until you have enough data to target lookalike audiences and retargeting of your audience.

If you would like to help with social media management or build a flawless campaign on Facebook and Instagram, do not hesitate to contact us.

Have a great day!

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