This article is part 3 of our “Facebook Ads for Filmmakers” series wherein we will teach you how you can use Facebook ads for yourself and your film’s branding and marketing.
You can catch up on the previous two parts at:
Decoding Facebook Ads for Filmmakers – Understanding the Structure of Facebook Ad Campaigns Facebook Ads for Filmmakers – Part 2 – Understanding the Different Types of Ads
In this part, we will look at how you can show your ads to people who are most relevant to you and your film.
Whenever you are running an ad campaign on Facebook, whom you advertise to is equally important as what you advertise.
You need to make sure that you are reaching out to users who are most apt to your communication. In this context, Facebook provides several ways to refine your target audience and reach out to the most relevant people.
Let us look at the various targeting options available to Facebook advertisers:
Age, Location & Gender
Facebook lets you target people according to their location (city-specific), gender and age. So if you have a movie that is meant for adults and is based on Mumbai, then you can use Facebook ads to advertise to every Facebook user in Mumbai who is above the age of 18.
However, this kind of targeting is still too broad, and you may end up reaching out to people who have no interest in your film. So, let’s narrow it down, as a narrow target audience will yield better results.
Here are the parameters on the basis of which this can be done:
Interests & Behaviour
Here, you can specify the interests and the behavior of people who fall in your age/location/gender range. Interest-based targeting
will allow you to reach out to people who have ‘liked’ specific topics on Facebook. For example, if your movie is about women empowerment, you can target people who have liked pages of organizations and causes related to women empowerment, gender equality, feminism etc. This will let you reach out to people who resonate with the theme of the content you are advertising.
When you target people by behavior
, Facebook lets you reach out to people based on the phone they are using, their mobile carrier, their browser, travel habits, residential status etc.
You can also target people based on their languages, work title, relationship status, education, ethnicity etc. This lets you sharpen your reach even more.
So if your movie is about engineers, you can specify engineering in the work titles and also target engineers by their education. This is a very effective way to reach out to people who are professionally related to the content you are promoting.
As the name suggests, through the Facebook Custom Audience setting, you can simply target your ad to a specific list of email and Facebook ids of relevant people.
Facebook will go through the list of email IDs you have uploaded and will shortlist those IDs which have a corresponding Facebook account. Once shortlisted, your ads will be seen by these people only.
This is a very effective way of targeting as it lets you reach out to those who are known to you. This increases the chances of them engaging with your ad.
Lookalike Audience lets you create a set of audience that is similar to the email list you have, or the kind of people who have liked your page, or those who visit your website.
Lookalike, as the name suggests, creates the target audience by extrapolating the traits & behavior of the database you have already uploaded. This may not be very accurate, but you can use this if you are looking to reach out to a large set of people, and accuracy is not something that bothers you.
Ever noticed that you visited a travel site and you came across their ads on every site you visited the following day (or the same day itself)? This is retargeting.
Facebook retargeting ads help you reach out to people who have either visited your website or a section of it. This way, you are showing your ads to people who have already interacted with you once (by visiting your website) and this increases your chances of getting returns out of them.
In conclusion, we’d like to suggest that if you are planning to run Facebook ad campaigns anytime soon, then you should definitely try out targeting them via Custom Audiences and Retargeting. Both of these are very targeted as you are reaching out to people who are already known to.
Hope you found the above tips useful. Got doubts or questions? Write to us in the comments below.
In the next part of the series we’ll discuss design Facebook ad creatives and setting an ad campaign budget