Why Killing Preconceptions Makes Wonders for Your Business and How to Target Facebook Ads

Social Media Week

Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

50 days until 20,000+ global leaders come together for SMW November Conference. Learn more.

This is a guest post by Craig Robinson, Editor at Qwaya.

The majority of Twitter and Facebook users are women, women are more likely to “like” your brand and they are also more active when it comes to commenting, posting photos and joining groups of likeminded.

If you’re running a business online – especially on Facebook – you certainly benefit from advertising your products or raise brand awareness in female demographics. Even when you’re promoting, what you think is, a “typical male product,” you can see a much better results approaching female target groups.

Trust me, there’s revenue in killing your preconceptions.

Let me start with an example from real life: Last Christmas a Facebook advertiser using the ad tool Qwaya was running a campaign for a well-known hardware chain– the type place where you mostly find middle-aged men comparing performance angle grinders and power drills.

The demographics to approach seemed pretty obvious.

As it turned out, however, the obvious target group didn’t like the fan page as much as anticipated and even though quite a lot of traffic came to the web shop, it didn’t convert as much as the advertiser thought beforehand.

What he then did, call it a stroke of genius, was to broaden the target group and approach a wider audience. And to his surprise women liked the fan page and visited the web shop to make purchases a lot more than men. Women were also more active in spreading the word about the brand by posting comments and liking content posted on the fan page.

Women were simply much better in raising brand awareness.

Again, when you advertise on Facebook, make sure you don’t exclude the most important target groups– whoever they may be.

Targeting and Optimizing Facebook Ads

How do you approach certain demographics from a more technical standpoint?

First of all, my advice is to start advertising in a broad fashion. In doing so, you will get a clear view of who your strongest customer base is, who likes your business, who converts and who is most active on your fan page when it comes to posting comments and spreading your content.

To test certain groups against each other, this is how you do it with the Qwaya ads tool.

The image above shows the targeting menu in Qwaya and the work here is pretty straightforward. Just one thing before you start: Remember to save the targeting before you use it (click “save” in the bottom right corner first.)

In doing so, you will be able to go back and tweak the targeting later on or reuse it if the ad performed well, and if you’re using Facebook for business, testing and tweaking is the key to success.

  1. In the first section you choose where you want to advertise: country, city or even parts of a city using the zip-code functionality. You also choose the primary language of Facebook users seeing your ad.
  2. In the next section you choose the age of your target group. Here you’re able to split up a wider age range into smaller groups (divide age range in periods of x years.)This will give you accurate results of exactly where in the age span your ad preforms best.
  3. In the last section you can define interest of the people seeing your ad. Either you choose broad categories like music, theater and books or you go with precise interests like The Rolling Stones, The Metropolitan Theater or A Confederacy of Dunces. Here you’re able to narrow down your targeting quite a lot.

When you’re done, ads are created.

Above you see the results of your ads, and as mentioned, if you divide your age range in periods of years there will be different ads for specific age groups within the campaign.

Now you’re ready to go live and test the ads with real people.

However, the most important thing I want to leave you with is to take targeting seriously. There is ROI to be gained, believe me. Test your ads in wide demographics and then carry on where they show best results.

…and don’t be surprised if you find customers where you least expected it.

Craig Robinson is the editor for Qwaya – A Facebook Ad Manager tool that helps advertisers organize their campaigns.

Want to write for Social Media Week?

We're looking for individuals around the globe to contribute articles on marketing, media, technology, and more.