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Why You Should Take Another Look at Facebook Ads in 2021

Hey everyone! I’m probably not the first person to tell you that Facebook ads can be very effective at targeting potential customers. I’m also probably not the first person to tell you that it can be very effective, especially for local and small businesses. While we have had some experience with running Facebook ads in the past, we came across this video from Social Media Examiner that showed us some things we didn’t know for targeting and has us all excited again.

So, for the basic level of creating an ad on Facebook, you can choose your budget no matter how large or small, and you can target by city/location, age, gender and choose from a long line of different interests to make sure you hit your intended audience. This alone is some pretty powerful stuff. If you’re a smaller business in the city of Brookings for example, you can target only the people around Brooking for your ad. If you offer a service or a product that can be shipped outside of Brookings, well - you can expand your geographic reach to help reach those individuals as well.

Even with knowing those basic targeting options, the video that we mentioned above went into depth on a couple of new things that stood out to us:

  • Video targeting - with this option, you are able to target people who have been to your Facebook page that have watched your videos. You are actually able to pick which specific videos you wanted them to have watched. Not only that, but you can also choose people who have watched a certain percentage of that video. This is helpful because you are able to target people who were really interested in what that video was about instead of just watching it for a couple of seconds and leaving to watch something else. Another great example is that if you have multiple different customer personas and you have videos that speak to these, you are able to make sure to pick those to match up with whatever persona your ad is trying to appeal to.

  • Website targeting - in this targeting option, you are able to show your ad to people who have actually been to your website. This is one we are very interested in learning more about and assume you have to have Facebook pixels set up on your website to be able to do this targeting method. So, basically, you are able to show your ad to people who have gone from Facebook to your website and you are able to pick the specific page on your website. This is also great if you have, let’s say, an event coming up and you’ve been promoting people to go to an event page on your website. Well, it’s getting close to the event and you still want to get more attendees. What better way than to target people who at one point had an interest in your event and looked at your webpage? You can now serve them up a reminder to entice them to attend.

Subtle nudges like these can really help accomplish some of your marketing goals by matching up your ads with the most relevant audience. I hope you’ve learned something new from this and maybe even ignited your curiosity to try Facebook ads for the first time or to give them another try if you haven’t had success in the past. If you have any other tips or tricks that have worked for you in regards to Facebook ads, please let us know in the comments!


- Matt


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