They are both great options but deserve their own posts altogether. When you search on Google, you have intent. They have zero interest in you or your ad. The key that interested-based targeting offers you is that you can speak to what you already know they like. Example: You are targeting Liverpool football club. This is based on your behavior, on which fan pages you like and on lots of other variables. Are you aware of those pre-fabricated interests — the ones that you can select from the drop-down menu when creating your ad set along with behavior and demographic targeting?
Probably yes. How well-suiting do you find it compared to your actual interests? Below is an example of my own supposed ad preferences. Keywords are pretty much a mixed bag and can be everything from absolutely horrible to unquestionably fantastic! They can generally be put into two different groups: fan pages and other keywords.
My experience is that often those other keywords will perform worse than fan pages except if you layer multiple of them on top of each other.
Ideally, I aim to find specific fan pages around the topic with high engagement. The problem is that some fan pages can be unavailable from targeting. The going theory regarding the latter is that if a certain topic gains lots of traction all of the sudden, Facebook will automatically pull the description from Wikipedia and make sort of an info page about it.
Like this one:. The essence is to target those who are really into your subject, not just the generic fan who is somehow interested or follows the subject to get the occasional news. We need to find the people who think about it, talk about it and in all, love the topic. The idea is to look for the people who knows what no one else would about the topic. As they mention in their example, Tiger Woods is a famous golfer, but he is so famous that people would follow his page for other reasons that golfing.
On the other hand, a golf enthusiast would know who Bubba Watson is, but no one else would. You can apply this when you look for targeting ideas such as influencers, events or magazines. That allows you to just grab the hardcore golfing fans who are part of the Tiger Woods fan page.
Those that will set you far apart from your competition. If Facebook finds it, I know that the keyword is good and that I can add it to my campaign later. Lots of courses on Facebook advertising will sell you this as magic, a secret trick to targeting. It is not. Affinity means how much more likely the audience of your interest is to be similar to a certain page, compared to everyone on Facebook.
I usually test those above 10x. In the screenshot below, it means that the audience who likes F1 racing is 3. Personally, I use Google to search for things such as:. You simply go to their profile page, select their interests and check the ones that might be relevant for you to get new ideas.
You find one fan page to start off with and then you like that page. Most pages will then give you suggestions to like similar pages. Open those and check their availability in Audience Insights. Now check the similar pages of those similar pages.
You can pretty much go on as long as you want until the suggestions you get are either too different from what you are looking for or you keep seeing the same suggestions over and over again. You will notice that if you choose a like by association interest, your suggestions will usually be way off compared to a real fan-page. A great tip I got from Glen Allsopp over at Viperchill , is to run an ad campaign on Google simply with the purpose of seeing which sites people visit when they click your ad.
This should work even better if you run a retargeting campaign to people who have visited your site! This is another great example from Glen. Acquisition campaigns have cold traffic as part of their agenda. Pro Tip : The biggest time frame you can exclude for past website visits is days. Moreover, you can exclude irrelevant interests, demographics, and behaviors. Naturally, your list of excluded audiences should include practicing lawyers, law school lecturers, and others along the line.
The chances of them engaging with your law studies ad campaign are extremely low. Maybe they will click out of curiosity, but that would be it -- irrelevant traffic. Aside from getting highly specific with interest targeting, you can narrow your targeting options even further by combining niche-related interests with demographic data and behaviors. This will help you get down to showing your ads to a target audience that is more prone to convert.
For example, you can target people by gender, relationship status, education level, life events, or purchase behaviors. If you had an eCommerce jewelry business and you would have liked to promote your necklaces, which additional characteristics would you use to find your target audience? Since a necklace could be a nice romantic gift, you could try targeting people whose anniversary is coming up soon.
Combined with an interest in necklaces, this could be a powerful audience that will drive conversions. Now, even lookalike audiences, which are one of the most popular and efficient targeting methods, might become less accurate as they get bigger. A good way to narrow big lookalike audiences down is by intersecting them with interests.
One of those methods is setting up the experiment manually using ad-set budget optimization ABO to provide equal opportunities to the variables the different ad sets in the experiment. Each category will be an umbrella for a set of target keywords.
This should be your signal to start narrowing those high-performing categories down to single interests to make your targeting more specific. Note that ABO is much better for testing than CBO campaign budget optimization since it allows you more control over the budget of each ad set within your campaign. Now that you know interest targeting helps you reach the right people to show your ads to, it's time for you to put it to use and grow your ROAS.
Combining interest-based targeting with other targeting methods is always a good way to narrow down your audience. Natalie dela Vega. Natalie values content writing as a way to inform and ask people questions. To her, posing questions spark her own and others' curiosity and encourage learning. Interest targeting is solid, especially with the right messaging.
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