K atie c ouric

Quick Tips and Recap
• There are two strategies for targeting:
1. Targeting the exact demographic is a great strategy when the
sole focus is to get them to perform a specific CTA (e.g., click,
buy, register).
2. If you’re able to generate highly shareable content, you can
leverage a strategy of testing to identify advocates who will
share your content and brand for you.

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• If you’re struggling to create highly shareable content and are
focused on direct-response marketing campaigns (i.e., selling a
specific product or service), taking a narrow approach with the
targeting checklist is the best place to start. Paint a picture of your
audience by exploring aspects of their personae, including gender,
age, what action you want them to take, location, interests, and
lifestyle.
• If you’re running broad-base campaigns and trying to drive mass
awareness, start broad with your targeting and see where Facebook’s
algorithms push it. Keeping your target audience wide generally
brings down your cost in the auction.
• Use Google Analytics and social media data such as Facebook
Insights to help you mine data about your target audience.
• Analyze prior purchase orders and conduct surveys with your
existing fan base to help you determine with whom your content,
products, and brand most resonate.
• The campaign objectives’ priority is post engagement or video
views if you have good content, and a conversions ad if you’re just
trying to sell a product and have average to below-average content.
• Test a gazillion different target groups.
• Don’t assume you know who your audience is; allow new target
groups to be discovered.
• Retarget your content to whoever engaged with the original content.
• Build look-alike audiences of the people who converted or took
desired actions like sharing or clicking.
• You can’t be 100 percent certain who your audience is until you’ve
actually put your content out in the world and seen who responds.
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1
 Derek Thompson, “Zara’s Big Idea: What the World’s Top Fashion Retailer Tells Us About
Innovation,” 
Atlantic
, November 13, 2012,
https://www.theatlantic.com/business/archive/2012/11/zaras-big-idea-what-the-worlds-top-fashion-
retailer-tells-us-about-innovation/265126
.
2
 “The Facebook Pixel,” Facebook Business,
https://www.facebook.com/business/help/651294705016616
.

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