The art of increasing traffic to your Facebook page and its advertising has just gotten easier. When seeking precision in global social marketing, Facebook offers an edge over traditional campaign platforms, in the sense that Ad Audience and Insights can be used to cross-reference location, gender, age, and traffic performance metrics.
How well your Facebook page does in relation to fan aggregation has something to do with the ability to target channel marketing strategy, geographically. The fact that Page fans may be generated from anywhere in the world, underscores the fact that Facebook has nearly universal reach as a social marketing tool. Efficient and effective social marketing strategy begins by determining where your fans are. Second in priority are those non-fans who fit a campaign’s target criteria.
Once a fan base has been identified, and geographical locations have been determined, it is far easier to target a channel marketing effort. With Facebook Insights, advertisers have the data they need to inform their strategic social marketing decisions. Ad audience tools further the efficiency of Facebook’s infrastructure as a superior social media source for targeted ad creation. Find out which cities are outperforming the rest, and use those insights to create awareness and capture more attention on your next advertising campaign.
Building Ad Audiences by Location
Facebook members paying for search engine optimization (SEO) ads have more of a stake in boosting keyword performance on the site. The shared optimization of keywords between profile page, SEO advertising and a company or individual’s external homepage will greatly impact conversion. Knowledge of location and especially ‘Most Popular City’ will guide content, as well as keyword silo strategy for generation of the most volume in visitor traffic from that geographical target.
Mobile user interface with Facebook is also enhanced with Ad Audience and Insights tools. The capture of data by Insights analytics serves to identify a target popular city resident, anywhere, anytime. Facebook’s smart mobile apps can increase the reach of a page to a targeted network or population of members.
Facebook offers three ‘3’ types of ads to both computer and mobile users. Ad Audiences ‘Targeting’ dropdown allows for selection of multiple popular cities on the map. Create awareness with an ad that redirects mobile subscribers to an event or service in the area with Facebook’s smart ad audience apps.
Narrowing the criteria for ad audiences is important if your company or interests are designated for local or geographically limited locations. For instance, third party analytics may show that an ad campaign that is also running in Facebook is clicked in a foreign locale not precise in strategic scope. IP addresses are mostly responsible for third party ad metric reporting, yet VPN, proxy servers and mobile devices may also hide the actual IP address and location.
IP and Timeline Addresses
Facebook reduces errors to location tracking in that accurate reporting of people clicking on the ads is based both on IP (Internet Protocol) address and personalized data recorded in their Facebook account. Current city, where they have logged-in, and the locations of friends in the network offer additional insights not available through third party, sources.
Use Targeting options to create or select a custom audience for your ad campaign. Facebook offers also assists advertisers in locating audiences among Facebook members by way of email address, in addition to actual physical location. Power Editor also supports search for phone numbers, user IDS or app user IDs on the site.
When targeting individual people, the location of an IP address may not be important. Some individual or groups of users may be important to a campaign regardless of location. The portability of mobile users must also be considered. Identification of a country, state or city where someone is physically located at time of reporting, may not be true of a person or group later. Timeline addresses within personal member page content edify where the ads may be best targeted by location, in spite of current location.
Analysis of Insights Metric Data
Insights applications provide continuous tracking and reporting of marketing performance on Facebook. The Insights Web application offers advertisers a data driven platform for engaging, analyzing and changing social marketing campaign ad content and placement. The ‘People’ tab reports on ‘Your Fans’, ‘People Reached’, and ‘People Engaged’.
Demographic details to age, gender and location that ‘Like’ your page are top level targets for ad audience channel marketing. Facebook breaks down geographic location information in segments. Co-efficient analysis of gender and age distribution across those segments is incredibly useful for targeting advertising strategy. Geographic information is as follows:
- Most represented country
- Most represented city
- Most represented language (English by country)
Application of Insight Data to Advertising Campaigns
Ad audience guidelines to targeting location for ad campaign channel marketing require that the advertising enter one or more countries, followed by any combination of state, province, city and zip code. Facebook allows for ads to reach up to twenty five countries.
Continuous tracking of ‘Estimated Audience’ shows up in the right column of the audience section of Facebook as additional countries are introduced to the campaign. Intelligent search tools interpret the location data entered. Variance in type of location identifier will normally not result in error. Advertisers can request a combination of countries and cities, states and cities, or cities and zip codes without complete address information.
Radius is an option for building more people into a popular city target list. More cities in the greater municipal area of a major urban target city, or consolidated region such as a county, increase the number of people who will see the ad within a selected mile radius. The radius tool is perfect for capturing populations in surrounding suburbs without selecting them individually.
Ad Audience Instructions for Location
The location feature allows you to enter countries, states and cities in the location targeting section. The tool menu offers mile radius in a box check named ‘Include Cities Within’.
Exclusion of locations from a location at any level of an area can also be conducted, so that cities comprising larger metropolitan regions such as those surrounding major megalopolises like Los Angeles can be designated according to additional criteria (i.e. age) to control for audience segmentation factors that may not be of value to the campaign.
At present, Facebook supports the ad audience popular city tool in sixty two countries. In countries where targeting by municipality is currently available, the option appears in the audience building section under the Targeting tab. Review your options prior to creation of ad content and a road map for channel marketing placement. By doing so, your will reduce the likelihood that a decision that will impact the vision and direction of a campaign.
The popular city audience building feature can be accessed at the time of creating an ad, or at any time during a social marketing advertising campaign. Iterative adjustment of an ad spot is relatively simple in Facebook. Unlike traditional advertising campaigns that were once terminated in response to placement errors, Facebook advertising can be changed in process to meet new demand segments. Use location to refine the target population of a Facebook advertising strategy, and generate maximum traffic conversion.
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