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THE COMPLETE GUIDE TO  
FACEBOOK ADVERTISING OPTIONS
YOU NO LONGER HAVE 
AN EXCUSE NOT TO  
ADVERTISE ON FACEBOOK
UNLESS YOU’RE 
ATTEMPTING TO TARGET 
LIFE FORM ON MARS, 
FACEBOOK’S GOT YOU 
COVERED. t
CHECK OUT THIS VIDEO FROM RYAN 
DEISS SHOWING YOU EXACTLY HOW 
WE GREW ENGAGEMENT AND EMAIL 
SUBSCRIBERS USING A SIMPLE 
CONTEST ON FACEBOOK
DON’T BELIEVE FACEBOOK 
HAS A TARGETING OPTION 
THAT FITS YOUR NEEDS?
MAYBE THIS WILL 
CONVINCE YOU…
You can target people who eat peanut butter and jelly 
sandwiches…
…Or people who have shopped for and are most likely to buy a 
Chevy Camaro in the next 180 days…
THE ISSUE IS THAT YOU  
MAY NOT KNOW THE 
POSSIBILITIES THAT LIE UNDER 
THE ”AUDIENCE” 
SECTION OF YOUR ADS 
MANAGER.
WHAT LOOKS LIKE SIX 
FORM FIELDS (THE 
ONES WITH ARROWS)…
…IS ACTUALLY A GOLD MINE 
OF HUNDREDS OF 
THOUSANDS OF DIFFERENT 
TARGETING OPTIONS. YOU 
JUST HAVE TO LOOK!
WHO IS THE 
PERSON 
YOU’RE 
TARGETING?
YOU MUST DO RESEARCH 
ABOUT YOUR AUDIENCE 
BEFORE YOU TAKE A 
SWING AT ADVERTISING
Pretend we’re in the fitness 
niche. We would look at data for 
sites like FitnessMagazine.com
Using Alexa and Similar Web, we’d find that the site is visited heavily by 
females, with some college education, from their home, and the majority living in 
the US.
“Similar Web” also shares similar sites, 
so that allows us to find sites most like 
competitors or influencers that we’ve 
already determined. You can collect 
data from their pages, too!
NOW, BACK TO OUR COLOR 
CODED AUDIENCE SECTION 
OF THE FACEBOOK ADS 
MANAGER…
LOCATION 
• Where do they live?
AGE 
• What is their age/age range? (it’s 
best to segment this down to a 
20 year range or less if 
possible).
GENDER 
• What is their gender? (all/ 
men/women)
MORE DEMOGRAPHICS 
• Who are they interested in? 
• What is their relationship status? 
• What’s their education level? 
• What was/is their field of study? 
• What school did they attend? 
• What years were they in undergrad? 
• Who is their employer?
INTERESTS TARGETING 
• What do they read? 
• Who are the influencers in the niche? 
• What events do they attend? 
• What are other pages liked by people who 
like the above pages? (use graph search to 
find)
BEHAVIORS (EVEN MORE SPECIFIC!)  
• Automotive 
• Charitable Donations 
• Digital Activities 
• Financial 
• Mobile device user 
• Purchase Behavior 
• Residential Profile 
• Travel
IMPRESSED?
CHECK OUT THIS VIDEO FROM RYAN 
DEISS SHOWING YOU EXACTLY HOW 
WE GREW ENGAGEMENT AND EMAIL 
SUBSCRIBERS USING A SIMPLE 
CONTEST ON FACEBOOK
NOW YOU CAN TARGET BIG CITY 
MOMS IN NEW YORK CITY WHO HAVE 
CHILDREN BETWEEN THE AGE OF 0-3 
THAT ARE LIKELY TO MOVE AND 
DONATE TO ANIMAL WELFARE J.
ALSO, YOU CAN TYPE WHATEVER 
YOUR HEART DESIRES INTO THE 
INTERESTS FIELD. YOU DON’T HAVE  
TO CHOOSE FROM FACEBOOK’S LIST.
THE POSSIBILITIES ARE ENDLESS…
HOW DO I KNOW 
HOW BIG OF AN 
AUDIENCE TO 
TARGET?
You need to sift through Facebook’s “More Demographics” and 
“Behavoirs” for any related targeting options to your niche.
You also need to find brands, 
authority figures, and 
keywords to target under 
“interests”. Don’t forget you 
have the option to target 
based on location, age, gender, 
etc.
WHEN STARTING A CAMPAIGN, 
DIGITAL MARKETER STARTS BY 
TARGETING ANYWHERE FROM 
500,000 -1,000,000  
PEOPLE.
If you’re a local marketer, don’t 
worry about targeting 500,000 
people.
For Example: If you’re a local contractor who does home remodels, you could 
target people in a zip code with the behavior of “Home renovation”.
You could also target people in the zip code with interests of “Lowes, 
Home Depot, HGTV dream home, home improvement”…
YOU GET THE POINT.
THE NAME OF THE GAME IS 
TO DO YOUR HOMEWORK 
AND DISCOVER 
FACEBOOK’S TARGETING 
OPTIONS…
SEE WHICH ONES APPLY TO 
YOUR NICHE…
AND TEST!
CHECK OUT THIS VIDEO FROM RYAN 
DEISS SHOWING YOU EXACTLY HOW 
WE GREW ENGAGEMENT AND EMAIL 
SUBSCRIBERS USING A SIMPLE 
CONTEST ON FACEBOOK

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The Complete Guide to Facebook Advertising Options

  • 1. THE COMPLETE GUIDE TO FACEBOOK ADVERTISING OPTIONS
  • 2. YOU NO LONGER HAVE AN EXCUSE NOT TO ADVERTISE ON FACEBOOK
  • 3. UNLESS YOU’RE ATTEMPTING TO TARGET LIFE FORM ON MARS, FACEBOOK’S GOT YOU COVERED. t
  • 4. CHECK OUT THIS VIDEO FROM RYAN DEISS SHOWING YOU EXACTLY HOW WE GREW ENGAGEMENT AND EMAIL SUBSCRIBERS USING A SIMPLE CONTEST ON FACEBOOK
  • 5. DON’T BELIEVE FACEBOOK HAS A TARGETING OPTION THAT FITS YOUR NEEDS?
  • 6. MAYBE THIS WILL CONVINCE YOU…
  • 7. You can target people who eat peanut butter and jelly sandwiches…
  • 8. …Or people who have shopped for and are most likely to buy a Chevy Camaro in the next 180 days…
  • 9. THE ISSUE IS THAT YOU MAY NOT KNOW THE POSSIBILITIES THAT LIE UNDER THE ”AUDIENCE” SECTION OF YOUR ADS MANAGER.
  • 10. WHAT LOOKS LIKE SIX FORM FIELDS (THE ONES WITH ARROWS)…
  • 11. …IS ACTUALLY A GOLD MINE OF HUNDREDS OF THOUSANDS OF DIFFERENT TARGETING OPTIONS. YOU JUST HAVE TO LOOK!
  • 12. WHO IS THE PERSON YOU’RE TARGETING?
  • 13. YOU MUST DO RESEARCH ABOUT YOUR AUDIENCE BEFORE YOU TAKE A SWING AT ADVERTISING
  • 14. Pretend we’re in the fitness niche. We would look at data for sites like FitnessMagazine.com
  • 15. Using Alexa and Similar Web, we’d find that the site is visited heavily by females, with some college education, from their home, and the majority living in the US.
  • 16. “Similar Web” also shares similar sites, so that allows us to find sites most like competitors or influencers that we’ve already determined. You can collect data from their pages, too!
  • 17. NOW, BACK TO OUR COLOR CODED AUDIENCE SECTION OF THE FACEBOOK ADS MANAGER…
  • 18.
  • 19. LOCATION • Where do they live?
  • 20. AGE • What is their age/age range? (it’s best to segment this down to a 20 year range or less if possible).
  • 21. GENDER • What is their gender? (all/ men/women)
  • 22. MORE DEMOGRAPHICS • Who are they interested in? • What is their relationship status? • What’s their education level? • What was/is their field of study? • What school did they attend? • What years were they in undergrad? • Who is their employer?
  • 23. INTERESTS TARGETING • What do they read? • Who are the influencers in the niche? • What events do they attend? • What are other pages liked by people who like the above pages? (use graph search to find)
  • 24. BEHAVIORS (EVEN MORE SPECIFIC!) • Automotive • Charitable Donations • Digital Activities • Financial • Mobile device user • Purchase Behavior • Residential Profile • Travel
  • 26. CHECK OUT THIS VIDEO FROM RYAN DEISS SHOWING YOU EXACTLY HOW WE GREW ENGAGEMENT AND EMAIL SUBSCRIBERS USING A SIMPLE CONTEST ON FACEBOOK
  • 27. NOW YOU CAN TARGET BIG CITY MOMS IN NEW YORK CITY WHO HAVE CHILDREN BETWEEN THE AGE OF 0-3 THAT ARE LIKELY TO MOVE AND DONATE TO ANIMAL WELFARE J.
  • 28. ALSO, YOU CAN TYPE WHATEVER YOUR HEART DESIRES INTO THE INTERESTS FIELD. YOU DON’T HAVE TO CHOOSE FROM FACEBOOK’S LIST.
  • 29. THE POSSIBILITIES ARE ENDLESS…
  • 30. HOW DO I KNOW HOW BIG OF AN AUDIENCE TO TARGET?
  • 31. You need to sift through Facebook’s “More Demographics” and “Behavoirs” for any related targeting options to your niche.
  • 32. You also need to find brands, authority figures, and keywords to target under “interests”. Don’t forget you have the option to target based on location, age, gender, etc.
  • 33. WHEN STARTING A CAMPAIGN, DIGITAL MARKETER STARTS BY TARGETING ANYWHERE FROM 500,000 -1,000,000 PEOPLE.
  • 34. If you’re a local marketer, don’t worry about targeting 500,000 people.
  • 35. For Example: If you’re a local contractor who does home remodels, you could target people in a zip code with the behavior of “Home renovation”.
  • 36. You could also target people in the zip code with interests of “Lowes, Home Depot, HGTV dream home, home improvement”…
  • 37. YOU GET THE POINT.
  • 38. THE NAME OF THE GAME IS TO DO YOUR HOMEWORK AND DISCOVER FACEBOOK’S TARGETING OPTIONS…
  • 39. SEE WHICH ONES APPLY TO YOUR NICHE…
  • 41. CHECK OUT THIS VIDEO FROM RYAN DEISS SHOWING YOU EXACTLY HOW WE GREW ENGAGEMENT AND EMAIL SUBSCRIBERS USING A SIMPLE CONTEST ON FACEBOOK