The unique aspect of Facebook advertising is that you can target exactly the people you want. As opposed to PPC in Google, where you pay for a search phrase without knowing who will see your ad, a Facebook advertiser can be very specific about who the ad will be exposed to.
So how is this done?
Targeting your ad is a quite straightforward process and once you start making your first ad it will be clear how it works.
When you’ve decided what creative work you’d like to use in your ad – image and text – you start narrowing down the demographics you want to approach.
Choose a country, region, city or even part of a city and then select age group(s) and perhaps general interests or even very specific interests. This means that you can go with a wide target group, say, people living in the UK, but you could also choose a smaller demographic like people living in Reading between 20 and 25 years of age who like Coldplay.
When you’re advertising on Facebook, use this feature to test where your ads are most successful. Who knows, you might see a high click-through rate and great conversion rates where you least expected it. Targeting is really Facebook’s biggest selling point when it comes to advertising.
Take full advantage of that.
For more info around this, read our guide to Facebook targeting and optimization.