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20 Non-Interest-Based Targeting Ideas for Your Next Facebook Campaign
Have you ever flipped through your Facebook news feed and came across an ad that was so well suited it felt scary? It was like the advertiser had read your mind or was following you.
Perhaps you've been planning a vacation and suddenly you're faced with a Lonely Planet Survival Guide. Or maybe you're in a long-distance relationship and all of a sudden you see an ad of florists supplying worldwide.
That's strange, isn't it?
It's actually not as weird as you think. Facebook knows a lot about you (and what websites you have visited), and it uses this information to let Facebook advertisers target their ads to select groups of people.
For example, the florist could target their ads to people who are in long-distance relationships.
As an advertiser, you can identify and reach a target audience provided you know which targeting options to use. I'm going to cover 20 non-interest targeting topics in this article and (hopefully) give you some new ideas for your next campaign.
Facebook doesn't want users to be aware of the fact that the social media platform knows a lot about its users. In Facebook's e-learning draft, it was clearly stated that (among the key guidelines for content):
Ads cannot, directly or indirectly, claim or imply that you know any person's personal characteristics. This includes a person's name, race, ethnicity, sexual orientation, physical or mental disability or medical condition, financial status, and more. Nor can they draw attention to perceived imperfections.
If you violate this policy, your Facebook ad account may be blocked. So, be especially careful when using any specific targeting ideas outlined in this article.
1. People live with a roommate
Facebook estimates that at the time of this writing, there are more than 323 million people living with non-family members in the United States. That makes this a great audience for some businesses.
Let's say you are a real estate agent. You can target people who live with roommates and create ads that speak to those who are not happy with their current life situation.
Or let's assume you are in the headphone business: You could sell the benefits of your products (listening to music privately) to this group of people.
Think about the pain points the roommates are experiencing, then create customized ads to help relieve that pain.
2. New parents with a 0-12 month baby
There are approximately 6 million new parents at the time of this writing and they have many needs. Babysitting services, baby clothing retailers, breastfeeding mom clubs, baby accessory retailers, and postpartum yoga trainers are some of the people and companies that can meet the needs of new parents. Checking the box to market new parents is one thing. Beating your campaign out of the ballpark is a different matter.
Jamie Dunham of Jamie Dunham Brand Wise says 73 percent of mothers say advertisers don't understand them or their needs.
It is important to understand that parents want to find a way to do things better for their children. They don't just want to improve things now, they want to make them better for the future. Because of this, socially responsible marketing messages tend to do well. They also want to find a way to do it all. They need their lives to be easier, but often they feel like they are failing in all areas of life.
Create ads with these things in mind. Think about ways you can improve the life of the baby, parent, and the world. Also, think about how you can save parents time and help them achieve all of their goals. You may not be able to get it all with a single ad, but if you hit any of these points right you will get it too.
3. Parents with pre-school children / early school children
As children get older, you get a whole new demographic. Now you can market to parents with preschoolers or early school age children. Let's say you own a nanny service or do activities for children. You can reach out to these parents to let them know that you are available.
There are countless ways to do this. Again, find a need or a pain and solve the problem with your ad.
The following are some real world examples that I found online.
4. People born in a specific month
With Facebook you can target the target group to the month of birth. This is an extremely effective strategy. You can easily do a birthday promotion and then reach out to people based on their month of birth.
Now exploit this idea in targeting for the month of the month. You could do something creative, like t-shirts or other products with the correct astrology sign on them. This is just one example of using month of the month targeting.
5. Make friends of people with upcoming birthdays
When it's your close friend's birthday what do you do? You buy this person a gift. Of course, life often gets in the way so you end up walking by the dollar store on your way to a party. Make life easier for others by reaching out to them when their friends' birthdays are approaching. Your ad might look something like this:
Surprise your birthday friends with Xs, which will be delivered to your doorstep before the party
Let readers know that you have the answer to their gift problem, and they don't even have to go home to get it. These don't have to be physical products. You can promote spa treatments, digital downloads, subscription services, and more.
6. People with upcoming anniversaries
If you think birthdays are stressful, think about anniversaries.
This is when things get really stressful. Men and women need to find the perfect anniversary gift, and you can help them with anniversary targeting. You can use it to sell your products or combine them with other targeting options to meet a specific need.
Let's say you are targeting people with children who have an upcoming anniversary. You could write an ad that advertises your nanny services for the night. That's the great thing about Facebook targeting. You can use any combination you'd like to reach people with in a fun and creative way.
Newlyweds are an excellent target audience for marketers to reach out to. At this time, couples are looking for companies that they can trust together for the rest of their lives. If you can get into the action, you can make lifelong profits.
During this time, people's attitudes shift from "I" to "We," which is why this should be included in your marketing campaigns. You are not talking to an individual. You are talking to a couple.
You also need to think about how newlyweds use Facebook. Right after walking down the aisle, newlyweds tend to like sites that have to do with weddings, relationships, and love. That changes after a few months when they start liking sites about cooking, home improvement, and other domestic topics. How does this affect you as a marketer?
Newlyweds are interested in keeping love in their marriage, saving money, settling into a home, and living in domestic bliss. Link any of these topics to your ad to perform a killing operation.
8. Newly Engaged Couples
Newly engaged couples are also a hot pop. Jewelers, florists, and wedding planners are killing these couples. Other service providers such as DJs and event organizers also use this option.
You also need to think outside the box. If you run a finance company, advertise the need for financial planning to engaged couples before the wedding. You can also advertise services, life insurance, and other products. Then, of course, travel companies can reach out to committed couples in the hopes of selling them a honeymoon package. Let them know any special packages that you are offering for honeymoon.
It is important to understand that many of these couples are strapped for money, so if you have a special deal to offer them they will likely be fine. You're also looking for a lot of ideas, so consider using ads to send them to blog posts that are full of information. You can use your ads to collect leads so you can keep marketing the prospects throughout the engagement.
9. People in long-distance relationships
More than 17.7 million people are in long distance relationships in the United States alone. This creates the perfect climate for companies to sell products.
Let's say you are a florist. You could write an ad that says:
To miss someone? Show your love with flowers
That will spark an idea in the person's head. Suddenly he wants to send flowers to his love. He'll click on the ad and let it happen.
Let's say you have a communication app. Because long-distance communication is often difficult, write an ad and talk about how technology can bring the two together. You can also write ads about events in the area, as long-distance relationships often get lonely. Think outside the box and find ways to link your products or services to this target market.
10. Away from the hometown
In the past, you didn't know if people were outside of their hometowns, but now you can be targeted when creating ads on Facebook. This opens up a wealth of possibilities.
You need to understand that people who are removed from their hometowns are also removed from their families. That means they need to find a way to show their families that they love them. You could write an ad like:
Remind mom that you miss her - send her a bouquet of fresh flowers
Then, of course, airlines can approach these people with great deals to fly home with.
This is also a time to think outside the box. If someone lives away from home, they may be lonely. A nice spa treatment or a digital subscription to a movie service might help.
11. Currently on the move
When people travel, they have unique needs. For example, require many means of transportation. If you own a limo or a car rental company, you can market these people.
You also need entertainment. This gives tour operators a good opportunity to sell their services. You can also use this targeting method to sell digital services that provide entertainment.
For example, take a look at the following ad from Oyster.
You could create such an ad and market it to travelers only. That way, they have something to do while they're on the go.
12. People who return from a trip before 1/2 week
With Facebook, you can even target your ads to people who have just returned from a trip. You might be wondering what to do with this targeting option, but the sky really is the limit.
You need to understand that people are a little overwhelmed when they return from a trip. Although life is back to normal, they are all stuck with their old commitments. Use your ads to help them.
Let's say you own a lawn service. They could write an ad about how the weed is out of control when they are gone and you can help. Perhaps you have a meal preparation service. Talk about how people don't like to cook when they get home from a trip, so they should order your meals. People also want to postpone reality for as long as possible. In this sense, companies do well with wellness services and other relaxing offers.
13. Business travelers
Business trips can be exhausting. People have to go from one point to the next and they are fed up with it. You can make their lives easier by providing them with the right products and services.
Think of all the things that business travelers need. You must be staying at a hotel in order to use this targeting option to market hotels. You also need a way to get there, so don't be afraid to target this audience when doing marketing for an airline. They also need briefcases, the right technology, and other consumables.
Make sure you create your ad to communicate directly with business travelers. When you say something as simple as "planning for your next business trip" you will know you are speaking to them specifically.
certainly.Small business owner
Currently, 35,983,019 small business owners are using Facebook, and these owners have some very specific needs. You can promote productivity tools, online marketing services, social media guides, web design services, accounting services, and more. If you have something that small business needs, this is the targeting option that you should consider. Of course, you need to differentiate yourself from small business owners, which is not always easy. Small business owners have three big problems and if you can address these points you can get there.
First, they feel like everything is too expensive. You want a great website, but it costs too much. They want better insurance for their employees, but it's too expensive. If you can offer offers, you can speak their language.
Second, they are afraid of failure. It's no secret that the majority of small businesses are failing. If your product or service offers a solution to protect against failure, you will get it.
Third, they struggle to balance their work and personal lives. They spend so much time at work that they often feel like they are losing their social life. You can address this issue by offering a time-saving solution, just like OutboundEngine managed with its advertising campaign.
There are currently more than 213 million expats living and working in the United States. These people have specific needs and pain points. For example, they might not be able to speak the language quite fluently. This offers a great opportunity for ESL tutors.
If they have children, they also need access to an international school. Anyone betting on a market should use this targeting method. In addition, they are likely to need activities for their children. You can create an ad as follows:
Moved to the US with children? Fill your social calendar with bilingual events
You can even market home supplies and other services for expats. You will need all of the basics when moving to a new country. You can make tons of money by giving them what they need.
16. Connect friends or family of expats
When people move to another country, they leave behind their close friends and family. Now you can target these people with Facebook ads. Use this targeting option to promote gifts, flowers, communication services, and apps. This is very similar to people who are in a long-distance relationship or to those who no longer live in their hometowns. If you can bridge the distance, this targeting option may be for you.
17. People with 2G, 3G, 4G, or Wi-Fi connections
Facebook's targeting options have gotten so specific that you can even target people based on their connection type. This is an excellent opportunity for technology providers. For example, you can reach out to someone who has a 2G connection and let them know it's time to upgrade. You can also approach someone who has a Wi-Fi connection and offer them a new router or modem.
Think about how you can make their life better, then use this concept to create your ad.Most people want something better than what they have and if you can offer it to them, there's a good chance they'll take you in.
18. Baby boomers in the United States
There are 46 million baby boomers in the United States today. This is a big market that shouldn't be ignored. Because it's so big, almost anyone can promote baby boomers. Regardless of the product or service, a baby boomer is likely ready to buy what you have to offer.
There are a few things to consider when advertising to baby boomers. First, they have money. They hold 70% of the disposable income in the United States so you can make some sales even if you have high end products.
Second, they don't want to be reminded that they have been up for years. They still want to have fun, so don't be afraid to market toys like motorcycles. However, this does not mean that you cannot market products that require them as you age. You just have to be smart. For example, if you sell adult diapers, sell them the diapers, but let them know that your product will help them maintain their active lifestyle.
Third, they are loyal to their favorite brands. Whenever you have something new to offer, you need to give them a good reason to switch to you. Let them know that you are running a company they can trust and that you are offering greater value.
Fourth, they are a real estate agent's dream. You are busy making lifestyle plans, for example buying new condominiums or beach houses. Even if you are not a real estate agent, you can still meet their lifestyle needs.
19th generation X
People born between 1961-1981 are part of Generation X. With more than 475 million Gen Xers in the United States, they represent a great opportunity for advertisers to get some products moving. Because of their age, Gen Xers have some unique concerns. Many take care of aging parents, which is a path for advertisers. From retirement homes to adult diaper companies, you may have a product that will make your life easier. Use that to reach them.
Generation Xers also have a lot of disposable income, making them a great destination for travel and real estate agents. You can make targeted use of them if you also offer services such as lawn maintenance. They can use this extra income to do some of their least favorite tasks.
After all, people of this generation often have children. They are worried about sending them to college. If you have prep courses or other college tools, consider marketing to this generation.
It is important to note that Generation Xer analyzes products before making a purchase decision. Therefore, include a lot of good information in your ads. You can also send them to your website for additional information.
20. Frequent screen players
Some people love to play games online. You can target frequent screen players to reach this audience. This is a great option for game developers. You could write something like:
Love candy crush? Check out Game X
It is important to note that some players are playing for the social element so that you can market social apps and websites. Let them know that your service is about as social fun as the games.
This is just a selection of your Facebook targeting options. Use multiple options to use just one option so you can narrow down your target audience and reach all the right people. This increases your return on investment with Facebook ads.
Also Read: 24 Essential Social Media Marketing Rules (For All Major Social Networks).
About Jerry Low
Founder of WebHostingSecretRevealed.net (WHSR) - a hosting review trusted and useful by 100,000 users. More than 15 years of experience in web hosting, affiliate marketing and SEO. Contributor to ProBlogger.net, Business.com, SocialMediaToday.com, and others.
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