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Facebook广告投放36计,请转发给你身边需要的朋友!|出海印尼电商岛群第201期

2019-08-28 23:18:46

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Facebook的目标定位工具和资源非常有效,他们已经为平台赢得了数十亿的广告收入。

每天有超过20亿人使用Facebook、Instagram、Messenger或WhatsApp。这使得Facebook能够收集到大量关于其用户的信息,广告商可以利用这些信息与他们的目标受众建立联系。

看看Facebook是如何利用你的数据帮助营销人员找到你的。

但Facebook的数据只是等式的一部分。Facebook以三种方式定义受众:

核心受众依靠Facebook数据来定位广告

自定义访问群体使用来自客户管理系统、网站或移动应用程序的数据来瞄准您已经认识的人。

相似的受众通过将Facebook数据与自定义的受众数据相结合,帮助广告商找到新的受众。

在你启动下一个Facebook广告活动之前,先了解你可以选择哪些目标定位选项,以确保你找到合适的人。

奖励:下载一个免费指南,向你展示如何在Facebook广告上节省时间和金钱。了解如何联系合适的客户,降低每次点击的成本,等等。

36个针对你的企业的Facebook广告定位选项

找到你的Facebook目标市场很容易,尤其是当你知道你有什么选择的时候。以下是目前所有Facebook广告定位的可能性。

核心受众

定位

通过定位,广告商可以根据人们的邮政编码、城市、地区或国家发布广告。您最多可以针对25个国家、250个城市或50000个邮政编码。

选项1:特定地点的人

在给定时间内瞄准某个地点的任何人和每个人。

方案2:当地人

以Facebook成员为目标,他们将某个地点列为自己的家。

方案3:新居民

联系最近更改或更新了特定位置的人员。

选项4:前往某个地点的访客

找到旅行者和那些已经登记入住或被贴上标签的人。

选项5:半径范围内

输入一个地址,以瞄准半径在一到50英里范围内的人。

区域目标

有更广泛野心的营销人员可能希望根据特定的地理区域来定位Facebook广告。

方案1:自由贸易区

根据您的业务协议和区域可用性,将目标锁定在符合条件的贸易区内可能是有意义的。Facebook上的选择包括北美自由贸易协定(NAFTA)、欧洲经济区(European Economic Area)和亚太经合组织(APEC)等。

选项2:应用商店国家/地区

具有应用程序特定目标的营销人员可能希望以iTunes应用程序商店国家/地区或Android应用程序国家/地区的受众为目标。对于Android应用程序国家,广告商可以选择购买可用的国家或所有国家。

选项3:新兴市场

对于Facebook,新兴市场包括:埃及、肯尼亚、尼日利亚、南非、中国、印度尼西亚、印度、马来西亚、菲律宾、泰国、越南、波兰、俄罗斯、土耳其、阿根廷、巴西、智利、哥伦比亚、墨西哥、阿拉伯联合酋长国和沙特阿拉伯。

方案4:欧元区

对于Facebook,欧元区代表以下国家:奥地利、比利时、塞浦路斯、爱沙尼亚、芬兰、法国、德国、希腊、爱尔兰、意大利、拉脱维亚、立陶宛、卢森堡、马耳他、荷兰、葡萄牙、斯洛伐克、斯洛文尼亚和西班牙。

了解如何利用Facebook的受众洞察为下一个活动定位正确的市场。

人口统计目标

人口目标可以让营销人员根据他们在Facebook上公开分享的细节来引导广告。

选项1:年龄

瞄准年龄范围内的人。请注意,Facebook禁止某些针对18岁以下儿童的内容。

选项2:语言

针对说某种特定语言的人。Facebook建议,只有当目标语言不是您所选位置的主要语言时,才这样做。

选项3:性别

把广告对准那些认同为女人或男人的人,或者所有性别的人。

选项4:教育

向大学毕业生、高中毕业生等展示广告。

选项5:政治观点

Facebook利用兴趣和行为数据,帮助广告商根据他们的政治观点瞄准人们。出于明显的原因,Facebook已经限制了政治广告的使用。想要经营政治、选举或发行特定内容的广告商需要完成一个授权过程。

选项6:关系状态

AIM广告针对的是那些将他们的关系状态列为单身、在一段关系中、订婚或已婚的人。或者,如果你在做单程旅行的广告,你可以选择排除那些在其他方面参与的人。

选项7:家庭状况

接触到父母、特定规模的家庭,甚至那些有特定年龄的孩子的家庭。

选项8:生活事件

找到那些最近搬家、开始新工作、最近结婚或分享另一个重要里程碑的人。

选项9:职业

与具有特定职位、在特定行业工作甚至基于其办公室类型的人联系。

利益目标

知道人们对你的品牌分享有什么兴趣和爱好,可以帮助你根据他们的喜好瞄准Facebook会员。Facebook也将其称为“详细目标”。

选项1:兴趣

Facebook的目标是基于消费者和生活方式类别的兴趣,如文化、时尚、健身或体育。当你添加兴趣或行为时,Facebook可能会推荐更多的想法。

选项2:活动

根据他们在Facebook上从事的活动来确定目标。

选项3:他们参与的页面

根据人们接触和喜欢的页面来定位广告。

选项4:他们喜欢的帖子

根据人们过去喜欢的内容向他们展示广告。

选项5:他们发表的文章和评论

根据人们在平台上分享的帖子和评论,找到你的Facebook目标受众。

行为目标

选项1:移动设备

根据使用的移动设备包括或排除人员。您还可以针对那些最近进行过移动网络或设备更改的用户。

选项2:桌面浏览器和操作系统

在“数字活动”下,可以包括或排除浏览器和操作系统。

选项3:广告人点击

根据过去提示点击的广告来定位用户。

选项4:网络速度

如果您计划运行视频广告,您可能希望以支持视频内容的网络速度为目标。否则,可以考虑将幻灯片广告作为一种轻量级的选择。

选项5:Wi-Fi用户

针对使用Wi-Fi的人。

多元文化亲和力

这个Facebook广告定位选项只在美国提供。它不是基于种族,而是基于人们相互作用而表现出亲和力的文化。

住房、就业和信贷广告不符合多元文化亲和力目标。

连接目标

Facebook还允许品牌与过去已经有过联系的人建立联系。

选项1:Facebook页面连接

以连接到Facebook页面的人或朋友为目标。你也可以瞄准这些人的朋友。

选项2:Facebook事件交互

针对与你的某个Facebook活动互动的人。

选项3:应用程序活动

瞄准或排除使用您的应用程序的人。

自定义访问群体

使用您自己的数据创建自定义访问群体,以便在Facebook上找到您的客户。一旦您决定了哪些定制受众适合您的活动,请遵循我们关于如何创建一个定制受众的分步指南。

选项1:联系人列表

从你拥有的任何客户列表中上传电话号码或电子邮件地址,这样你就可以在Facebook上找到他们。

选项2:应用程序用户

创建使用您的应用程序的用户的访问群体。为此,您需要注册应用程序并在应用程序中安装Facebook SDK。

方案3:现场访客

抓住过去访问过您网站的人的注意力。你可以通过在你的网站上展示他们参与的人的内容来具体化。您需要安装Facebook Pixel才能工作。

相似的观众

相似的受众依赖于您的客户数据来帮助您找到与当前客户有很多共同点的新受众。外观相似的访问群体选项与自定义访问群体联系人列表、应用程序用户和网站访问者相同,它们只针对基于这些来源的新用户。

Facebook targeting tools and resources are so effective that they’ve earned the platform billions in advertising revenue.

More than two billion people use Facebook, Instagram, Messenger, or WhatsApp every day. That allows Facebook to collect a trove of information about its users, which advertisers can use to connect with their target audience.

For a look under the hood, see how Facebook uses your data to help marketers reach you.

But Facebook data is only part of the equation. Facebook defines audiences in three ways:

Core Audiences rely on Facebook data to target ads

Custom Audiences use data from your customer management system, website, or mobile apps to target people you already know.

Lookalike Audiences help advertisers find new audiences by combining Facebook data with your Custom Audience data.

Before you launch your next Facebook ad campaign, learn which targeting options you can choose from to ensure you reach the right people.

Bonus: Download a free guide that shows you how to save time and money on your Facebook ads. Find out how to reach the right customers, lower your cost-per-click, and more. 

36 Facebook ad targeting options for your business

Finding your Facebook target market is easy, especially if you know what options are available to you. Here are all the Facebook ad-targeting possibilities currently available.

Core Audiences

Location targeting

With location targeting, advertisers can deliver ads based on people’s postal code, city, region, or country. You can target up to 25 countries, or 250 cities, or 50,000 postal codes at a time.

Option 1: Everyone in a location

Target anyone and everyone in a location within a given time period.

Option 2: Locals

Target Facebook members who list a location as their home.

Option 3: New residents

Reach people who have recently changed or updated a specific location.

Option 4: Visitors to a location

Find travellers and those who have checked in or been tagged in a place that isn’t their home location.

Option 5: Within a radius

Input an address to target people within a one- to 50-mile radius.

Source: Facebook

Regional targeting

Marketers with broader ambitions may wish to target Facebook ads based on specific geographical regions.

Option 1: Free trade areas

Depending on your business agreements and regional availability, it may make sense to target people within eligible trade areas. Options on Facebook include NAFTA (North America Free Trade Agreement), European Economic Area, and APEC (Asia-Pacific Economic Cooperation), among others.

Option 2: App Store countries

Marketers with app-specific goals may wish to target audiences in iTunes app store countries, or Android app countries. For Android app countries, advertisers can choose countries where purchases are available, or all countries.

Option 3: Emerging markets

For Facebook, emerging markets include: Egypt, Kenya, Nigeria, South Africa, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam, Poland, Russia, Turkey, Argentina, Brazil, Chile, Colombia, Mexico, United Arab Emirates, and Saudi Arabia.

Option 4: Euro area

For Facebook, the Euro area represents the following countries: Austria, Belgium, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Portugal, Slovakia, Slovenia and Spain.

Learn how to use Facebook Audience Insights to target the right market for your next campaign.

Demographics targeting

Demographic targeting allows marketers to direct ads at people based on the details they share publicly on Facebook.

Option 1: Age

Target people within an age range. Note that Facebook prohibits certain content directed at those less than 18 years old.

Option 2: Language

Target people who speak a specific language. Facebook recommends only doing this if the language being targeted is not the primary language in the location you’ve chosen.

Option 3: Gender

Target ads to people who identify as women or men, or people of all genders.

Option 4: Education

Show ads to people who are university graduates, who currently attend high school, etc.

Option 5: Political views

Facebook uses interest and behaviour data to help advertisers target people based on their political views. For obvious reasons, Facebook has clamped down on political ads. Advertisers wishing to run political, election, or issue-specific content are required to complete an authorization process.

Option 6: Relationship status

Aim ads at people list their relationship status as single, in a relationship, engaged, or married. Or, if you’re advertising single excursions, you may choose to exclude those who are otherwise engaged.

Option 7: Family Status

Reach parents, families of a specific size, or even those who have children of a specific age.

Option 8: Life events

Find those who have recently moved, started a new job, recently married, or shared another significant milestone.

Option 9: Careers

Connect with people who have certain job titles, work in specific industries, or even based on their office type.

Interest targeting

Knowing what hobbies and interests people into your brand share can help you target Facebook members based on what they like. Facebook also refers to this as “detailed targeting.”

Option 1: Interests

Facebook targets interests based on consumer and lifestyle categories such as culture, fashion, fitness, or sports. When you add an interest or behaviour, Facebook may recommend a few more ideas.

Option 2: Activities

Target people based on the activities they engage with on Facebook.

Option 3: Pages they engage with

Target ads based on pages people engage with and like.

Option 4: Posts they like

Show ads to people based on content they’ve liked in the past.

Option 5: Posts and comments they make

Find your Facebook target audience based on posts and comments people share on the platform.

Behaviour targeting

Option 1: Mobile device

Include or exclude people based on the mobile device they are using. You can also target those who have made a recent mobile network or device change.

Option 2: Desktop browser and operating system

Under Digital Activities you can include or exclude browsers and operating systems.

Option 3: Ads people click on

Target people based on ads that have prompted clicks in the past.

Option 4: Speed of network

If you plan to run video ads, you may want to target people with network speeds that support video content. Otherwise, consider slideshow ads as a lightweight alternative.

Option 5: Wi-Fi users

Target people who have used Wi-Fi.

Multicultural affinity

This Facebook ad targeting option is only available in the United States. It is not based on ethnicity, but rather the culture that people have expressed an affinity to based on their interactions.

Housing, employment and credit ads are not eligible for multicultural affinity targeting.

Connections targeting

Facebook also allows brands to connect with people who have already connected with them in the past.

Option 1: Facebook Page connections

Target people or friends of people who are connected to your Facebook Page. You can target the friends of these people, too.

Option 2: Facebook Event interactions

Target people who have interacted with one of your Facebook Events.

Option 3: App activity

Target or exclude people who use your apps.

Custom Audiences

Create custom audiences using your own data in order to find your customers on Facebook. Once you’ve decided which custom audience is right for your campaign, follow our step-by-step guide on how to create one.

Option 1: Contact lists

Upload phone numbers or email addresses from any customer lists you have so you can target them on Facebook.

Option 2: App users

Create an audience of people who use your app. To do this you will need to register your app and install the Facebook SDK in your app.

Option 3: Site visitors

Capture the attention of people who have visited your website in the past. You can get specific by showing people content they engaged with on your site. You’ll need to install Facebook Pixel for this to work.

Lookalike audiences

Lookalike audiences rely on your customer data to help you find new audiences that have a lot in common with your current customers. Lookalike audience options are the same as custom audiences—contact lists, app users, and site visitors—only they target new people based these sources.


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