Targeting is a very important aspect of running a successful Facebook Ad campaign. When we “target,” we are talking about our target audience, or who we want our ad to be seen by. If your targeting isn’t set correctly, you could be wasting a lot of your money.
When it comes to targeting on Facebook Ads, the sky is the limit. Facebook has endless amounts of data. Data that we users have voluntarily given them and data collected on our actions, which in the user agreements, we agreed to let them collect whether we read the fine print or not.
As a real estate agent hoping to utilize Facebook Ads, this data is gold.
The three main forms of targeting are by age, gender, and geographic location. You have the option to target anyone from age 18-65+, only men, only women, or both, and in any geographic range you choose, down to one specific address or worldwide.
From here, you can further target in “detailed targeting.” You can narrow it down to people who have certain group affiliations, likes on specific pages, job titles, interests...you name it.
But here’s the secret: As a realtor, you do not want to shrink your audience. Any detailed targeting will reduce your reach. You may think you want to target people who are part of real estate groups or frequent real estate pages, that means they’ll be more likely to opt-in to your ad.
This is not necessarily correct. I’ll play devil's advocate here: Are people with specific real estate interests more likely to have real estate connections or already be set in their real estate needs? I say there’s a good chance of that, therefore they may not care to click on your ad.
When it comes to a real estate ad, your goal needs to be being seen by as many people in the area as possible. So how do you ensure that?
It’s simple. Open Targeting.
All you need to do is target by age, gender, and geographic radius to your area or listing address. For example, target all men and women age 25-64 within a 10-mile radius of the listing. You need as broad a range of people to see your ad as possible and Facebook will best optimize to a wide audience.
Keep your targeting open and watch those WARM leads flood in!
Frustrated with your targeting or don't have time to handle your Facebook Ad campaigns? Find out how we can help relieve this headache and contact us today!