One of the great things about social advertising is that you’re able to reach very specific groups of people who may or may not already have a relationship with your business. It’s part of targeting smart – understanding who will respond best to the specific offer you’re putting in front of people always improves your results, no matter how small your advertising budget.
So I’m going to answer some of the trickiest targeting questions out there:
When should I target my fans, and when should I exclude them from my targeting? And what’s the deal with “users whose friends are connected to my page?”
Before we get into strategy, let’s take a look at how to actually set up your targeting so that you can hit these different groups with your ads:
The above screenshot is of the Connections targeting, found under the Audience section when creating an ad inside the Power Editor. If you’re not using the Power Editor to create your campaigns, you’re missing out on some really great features. That said, you can find these targeting options in the regular advertising interface as well. So now that you know how to target fans, friends of fans, or exclude your fans altogether, here is exactly what you need to know about who to target depending on your objectives: