Anthem

A Modern Marketing Child Theme for Divi
Discover Anthem

Anthem

A Modern Marketing Child Theme for Divi
Discover Anthem

State your claim with ANTHEM

Learn More

1000+

Lines of Code

Each line of code has been created to ensure maximum compatibility among major browsers. Crafted with great care and love.

Clean & Beautiful

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

g

Carefully Crafted

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Made with Love

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Save Hours on Design

Features

Clean Typography

Font styles have been meticulously set to fit Anthem's aesthetics.

Forms & Opt-Ins

Included are dark & light contact forms, several email opt-ins, and slim email opt-ins.

Unique Layouts

Easily use one of our several Home Layouts, Base Layouts, and sample Craft Layout.

Ken Burns Header

With the right image, this effect can impress and make your site memorable. Subtlety is key.

Stunning Imagery

Parallax backgrounds and use of whitespace allows the focus to be on your images.

Features Grid

Easily showcase the features of your project with Anthem's Features Grid.

Team Options

Showcase your Team in a beautiful way. The column order adjusts for tablet & mobile.

1

Extra Animations

We’ve added additional animation classes you can apply to your sections and modules.

+

Animated Backgrounds

Subtlety and limited use of this feature is key as it can affect performance.

Pricing Table

Showcase your pricing tiers with Anthem's simple, bold Pricing Table.

{

Gradient Text

For browsers that support it, we've included a Gradient Text effect with a fallback color.

Amazing Support

Email us and we’ll respond to you as soon as possible. We also have helpful video tutorials available.

Save Hours on Code

Get Fancy With It

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis. Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut.

Nulla accumsan eros nec sem tempus morbi scelerisque.

Mix It Up

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis. Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Introducing Anthem. A modern Marketing Child Theme for Divi.

Black+White Layout

It's amazing how the absence of color can affect a design. The Black & White Home Layout shows with little style adjustments your page's design can vary greatly from the Main Home Page Layout. Classic all the way.

Anthem Crafts Layout

Extra care & attention went into the styling of the Section Headings in this layout. Carefully chosen photos shine alongside classic typography and whitespace.

Anthem Cycles Layout

Bold & Beautiful Photos sets this layout apart. We also have chosen a different Google Font to be highlighted on this page.

How about a slim opt-in bar?

There's a single field version on the About page...

ANTHEM

ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials.

State your claim with Anthem. Purchase today!

ANTHEM

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

Testimonials

"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque."

ANTHEM Divi Child Theme

Jane Doe

Designer

"Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque."

ANTHEM Divi Child Theme

Jamal Lyons

Developer

+ Lines of Code

+ Hours

Solid Theme

Purchase ANTHEM Today!

Animated Gradient Background

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis. Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut.

At least for most modern browsers, otherwise you get a solid color background.

Frequently Asked Questions

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Additional Toggle Style

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

Toggle Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis.

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

State your claim with ANTHEM

Learn More

Anthem is the Child Theme You've Been Looking For!

Anthem is the Child Theme You've Been Looking For!

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

Beautifully Responsive

Anthem will look great on your tablet or mobile device. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque.

State your claim with Anthem. Purchase today!

PRICING

Always know what you’ll pay.

BASIC

$19

PER MONTH

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

ADVANCED

$49

PER MONTH

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

PREMIUM

$99

PER MONTH

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Latest from the Blog

Left-Aligned Effect

The 9 Biggest Updates To Facebook Advertising Of 2015

Wow. Just. WOW.

Facebook’s been an advertising power-house for some time now…

But it was 2015 that brought an avalanche of the most exciting updates to their platform by far!

Revamped Ads Manager, Reports and Power Editor; Facebook Pixel, Instagram ads, Local Awareness Ads, Lead Ads, Multi-Product Ads, Dynamic Product Ads, Detailed Targeting, Bidding & Optimization, and more… – head spinning already? You bet!

If you’re not amazed by Facebook advertising yet, you will be by the time you finish this article.

So let’s dive in and see what were the biggest Facebook advertising updates of 2015!

P.S.: Yes, some of these were *introduced* in 2014, but they were only rolled-out to everyone in 2015 – and that’s what counts for me! After all, what good does it make, if a feature is only accessible via 3rd party tools or to companies with multi-million ad budgets? Don’t you agree?

1. Redesigned Ads Manager and Power Editor:

First, Facebook completely redesigned the Ads Manager:

So we revamped both Ads Manager and Power Editor to make it easier to create, optimise and monitor ad campaigns. Starting today we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.

It’s sleeker, easier to control, and offers more immediate information about your campaigns’ performance:

New Layout of Facebook Manager Ads Dashboard 2015

I love the Performance, Audience and Placement graphs – these three tabs can give some incredible insights on your ad campaigns already!

I’m very happy with the Performance, Audience and Placement graphs – these are the first things we analyse during our coaching calls, and usually we get some pretty interesting insights about the campaigns (like Facebook pushing all of the budget to the audience network, instead of the other placements…).

And although it’s definitely not perfect (count the number of clicks it takes to see the full preview of an ad…), we have Power Editor to make up for it!

Power Editor also became more user-friendly: with the new sidebar navigation, it’s now easier to make changes in the ad set level, then jump to the ads, get back to ad set, move to the campaign, duplicate them, return… – you get the idea!

New Layout of Facebook Power Editor tool for creating ad campaigns 2015

I like the new sidebar navigation, you?

LEARN MORE: learn more about all the numerous changes by reading this Ads Manager guide by Andrea Vahl, and this article by Jon Loomer.

2. New Facebook Pixel:

In 2015 Facebook also introduced the new Facebook Pixel, which is designed to merge the two previous pixels – conversion tracking pixel and remarketing pixel – into one.

The new Facebook Pixel for conversion tracking, optimization and remarketing

After you install the pixel on your website, you can use it for both remarketing and conversion tracking.

The two separate pixels caused a lot of head-aches to beginner advertisers – what’s the difference between them, where to find them, how to install them on your website, on which pages the have to go, and so on…

With the new Pixel you can build your Website Custom Audiences (i.e. build a specific target audience of everyone that visited your website) and track conversions with Custom Conversions at the same time:

New Facebook Pixel Dashboard - Audiences and Custom Conversions

The ‘Pixels’ dashboard displays the Total Traffic the website received in the last week. You can create specific remarketing audiences based on that.

LEARN MORE: To learn exactly how to implement Facebook Pixel on your website, listen to this podcast by Rick Mulready or read this article by Lauren Marchese on Kissmetrics.

After all, if you’re not using remarketing, you’re missing out on a huge opportunity to get more sales!

3. Detailed Targeting:

When I first saw Detailed Targeting appear in Power Editor, I started jumping on my bed, screaming with joy!

And why was I so excited?

Because it gives even more precision to your targeting. And more precision means more relevance, and more relevance means better results – less expensive leads, customers and sales.

Facebook Detailed Targeting Explained - Example Target Audience

Use Detailed Targeting to target the sweet-spot of your audience.

For example, imagine you’re launching a Kickstarter campaign for a watch you designed.

Now, instead of targeting a very broad, multi-million interest like Kickstarter, you can target people who are interested in both Kickstarter and Tag Heuer/Breitling/Tissot/Rolex/Longines… and so on:

Select more relevant Facebook target audience with Detailed Targeting

By using AND rule, you can target people who are interested in both A and B.

With this, you’ll be sure to reach just the most relevant people, instead of wasting your budget on random Facebook users! Hoooray!

LEARN MORE: See exactly how to use detailed targeting in this article I wrote.

4. Bidding and Optimisation:

Before, you could choose to optimise for your objective, but then you’d automatically be charged for impressions… why?

Facebook asked it themselves and decided to fix it – after an update to Optimization & Pricing, you can specifically choose what to optimise for (results, clicks…), how you want to get charged (by impressions, actions…) and how much you want to bid (use automatic bids or set a maximum bid).

Changes to Facebook bidding and optimization

You now have more control on what you want to optimize for, when you get charged, and how much you want to bid.

Although the traditional oCPM (optimized cost per mile) option is no longer there, you can still select the same bidding and pricing combination.

LEARN MORE: have a look at Facebook’s help section and read this article by Jon Loomer where he goes into much more detail.

And now, let’s look at even more interesting things…

5. Multi-Product Ads:

Technically, multi-product ads (a.k.a. carousel ads) were introduced in 2014 and became available via the Facebook ads API.

However, in 2015 they were released to all advertisers on Facebook!

With these, advertisers can promote multiple products and links within a single ad, instead of having to create separate ads:

The New Multi-Product or Carrousel Facebook Ads

An example of a carousel/multi-product ad on Desktop News Feed.

By doing this, you can increase click-through rates by as much as 180%, according to Foodpanda, and let people choose the product they’re most interested in – that’s a win-win for everyone.

LEARN MORE: read this tutorial I wrote about how to create them with Power Editor, and check out these 7 creative ways of using multi-products ads on AdEspresso’s blog.

6. Dynamic Product Ads:

If the multi-product ads weren’t enough, dynamic product should be!

Dynamic product ads are displayed to people based on the exact product/page that they visited – and managed by Facebook automatically.

Previously, it was available through third-party tools and Facebook Marketing Partners. Now, however, you can upload your entire product catalog directly to Facebook, create templates for your ad campaigns, like what to use for the headlines, text, images and so on, and let Facebook do the magic!

How to use Facebook Dynamic Product ads

According to Facebook, “JUNIQE, an online art retailer, increased conversion rates by 50% while reducing cost per purchase by 63%, using dynamic product ads.”

OK, the magic isn’t so easy to set up, but it’s epic nonetheless.

LEARN MORE: you can learn more about how to set it up in this article on Social Media Examiner.

7. Local Awareness Ads:

And then Facebook amazes you with a new ad format for local businesses – Local Awareness Ads (again, they were announced in 2014, but were only rolled out globally in 2015).

As with detailed targeting, the key here is to make ads more relevant, thus, more effective. And what’s the best way to achieve that for local businesses? – Location-based advertising.

So now, you can promote your restaurant or offline store by exclusively targeting people who are within a selected radius from your location. For example, target just those people who are within 1 mile from your coffee-shop and are interested in coffee – genius!

Facebook Local Awareness ads, designed for local businesses

Target people who are the closest to your business with Local Awareness Ads!

LEARN MORE: discover how to create Local Awareness ads in this article by Rocco Alberto Baldassarre and check out these 8 ways to use Local Awareness Ads for your business.

8. Lead Ads:

But how about those businesses that don’t have a brick-and-mortar store? Those which rely on getting phone calls, email inquiries or sign ups?

Well, we’ve got Lead Ads come to the rescue!

This new type of ads significantly simplifies the sign up process on mobile devices. No more dealing with mobile-unfriendly websites or filling in long and inconvenient forms – just tap twice on the ad, and you’re good to go!

Example of Facebook Lead Ads on mobile devices

Just two taps and you’re signed up!

And although these are not 100% perfect either (e.g. you lose out on building a website remarketing audience, and you can’t integrate it with your email service providers within Facebook), they’re still worth a try.

LEARN MORE: learn how to create Lead Ads in this article I wrote. And read this article and case study by Jon Loomer where reports a decrease in cost per lead by 47% – that’s massive!

9. Instagram Ads:

And the queen of them all – Instagram ads.

Technically, they were also introduced in 2014, not in 2015. However, only in 2015, Instagram ads became available to all advertisers, not just big brands – first on Power Editor and now on the Ads Manager too!

More than 400 million users are now on Instagram, so that gives a massive advertising opportunity for product-based companies, who can very easily fit into the context of Instagram.

Instagram ads now available on Power Editor and Facebook ads manager

Use Instagram ads that seamlessly blend into people’s news feeds.

Just please, don’t use the same ads on both Facebook and Instagram, will ya? That is definitely not cool – for each network its own creative.

So get some shots of your product being used, slap that Lark filter on it, and you’re good to go!

LEARN MORE: If you want to use Power Editor to create Instagram ads, read this article, and if you’d rather use Ads Manager, read this tutorial by Kristi Hines.


Summary:

So here you go! Plenty of exciting developments on Facebook’s advertising platform – I hope I didn’t miss anything else?

All of these updates can help your business grow and flourish. But if you’re not sure how to make the most of Facebook advertising, feel free to get in touch for a one-on-one coaching session – I’ll be sure to help.

Looking at the above, I have no idea what will happen in 2015, but I have a feeling Facebook ads will get even more mind-blowing (like the global rollout of Canvas and “Buy” buttons?.. 😉 ).

Your Turn:

What was the most exciting update for You? And how do you think Facebook advertising will change in 2016?

Let me know in the comments below – cheers! 🙂

New Facebook Detailed Targeting: How To Select LASER-Targeted Audiences

Have you ever felt that there’s something missing from the Facebook ad targeting?

Like the time you wanted to reach people interested in Marketing AND Chocolate at the same time?

Well, now you CAN.

Facebook is rolling out probably the most exciting thing about their advertising tool (as exciting as multi-product ads and lead ads)…

…DETAILED TARGETING!

If previously all of the interests would get combined with the OR rule (interest A or Interest B), now you can create extremely sophisticated, multi-layer deep target audiences, that will give you the ultimate precision.

In this article I’ll show you exactly how you can use Detailed Targeting on Facebook, for even greater advertising results.

What Is Detailed Targeting?

In essence, Facebook is bringing four different targeting options, Demographics, Behaviors, Interests and Categories, into one place – and it makes so much sense!

After all, if advertisers can access these targeting choices easier, they can make their ads much more effective.

That will result in better results and, of course, more money spent on Facebook – it’s a win-win for everyone!

It will also be especially be helpful to beginner advertisers – whenever I mention different targeting options (like reaching parents, who are working in the Banking industry, celebrating their wedding anniversary in the next month…) during my coaching sessions, I get surprised faces all the time.

Now, everyone will see all the targeting options in one place, without needing to explore multiple drop-downs.

More imporatantly, you will be able to use the AND or NOT rules to narrow your audience down by including or excluding some people:

Facebook Detailed Ad Targeting Explained - Example Target Audience

Example audience: men in the US, aged 15-35, who use iPhone 6 or iPhone 6 Plus, AND are interested in action games, but NOT use 2g network.

 

Just one catch: right now detailed targeting is only available on Power Editor – yet another reason for you to start using it! 🙂

How To Use Detailed Targeting:

After you go to Power Editor and create a new campaign, go to the ad set level. There, click “Edit Audience” in the Audience section.

Once the new window opens, you will see the ordinary things: Custom Audiences, Locations, Age, Gender and Languages:

Basic Facebook Ads Targeting - Cutom Audiences, Location, Gender, Age, Languages and Detailed Targeting

Basic targeting – US, men and women, aged 25-54, who speak English – yields a potential audience of 53,000,000 people on the desktop news feed placement… and there’s the Detailed Targeting!

 

And just below the basic targeting is what we’re really interested in, the new Detailed Targeting!

Facebook's New Detailed Targeting Feature in Power Editor

As you can see, there is now just one field where you can add demographics, interests or behaviours. The way Facebook explains it:

Choose new targeting details to refine your audience from the people above. Adding the first option will decrease the size of your audience, and then each new option will increase the size from there.

Current Audience, New Critereria, New Facebook Target Audience

 

You start by typing in your demographics, interests or behaviours choices and select them from the list that appears, OR click on Browse, and go through the four categories manually, to see what is available:

Demographics, Interests, Behaviours and Categories under Facebook Detailed Targeting

These four main types of targeting haven’t changed much (at all?) – I won’t be able to type in all of them, but here are some of the top ones, and you can read this article by Jon Loomer to learn more:

  • Demographics:
    • Education:
      • Education Level
      • Fields of Study
      • Schools
      • Undergrad Years
    • Ethnic Affinity:
      • African American (US)
      • Asian American (US)
      • Hispanic (US – All)
      • Hispanic (US – Bilingual)
      • Hispanic (US – English Dominant)
      • Hispanic (US – Spanish Dominant)
    • Generation:
      • Baby boomers (US)
      • Generation X
      • Millennials
    • Home
      • Household composition
    • Life Events
      • Anniversary within 30 days
      • Away from family
      • Away from hometown
      • Friends of…
      • Long distance relationship
      • New job
      • New relationship
      • Newly engaged (1 year)
      • Newly engaged (3 months)
      • Newly engaged (6 months)
      • Newlywed (1 year)
      • Newlywed (3 months)
      • Newlywed (6 months)
      • Recently moved
      • Upcoming birthday
    • Parents
      • All parents
    • Politics (US)
      • US Politics (Conservative)
      • US Politics (Liberal)
      • US Politics (Moderate)
      • US Politics (Very Conservative)
      • US Politics (Very Liberal)
    • Relationship
      • Interested In
      • Relationship Status
    • Work
      • Employers
      • Industries
      • Job Titles
  • Interests:
    • Business and Industry
    • Entertainment
    • Family and relationships
    • Fitness and wellness
    • Food and drink
    • Hobbies and activities
    • Shopping and fashion
    • Sports and outdoors
    • Technology
  • Behaviours:
    • Digital activities
    • Expats
    • Mobile Device User
    • Seasonal and Events
    • Travel
  • More Categories:
    • Facebook Categories

Aaaand I’ll stop there!

Facebook Partner Categories Targeting only available in US

NOTE: not ALL of the Demographics/Interests/Behaviours/Categories choices will be available to you – some of these, especially the Facebook Categories, are only limited to advertisers in the US.

 

If you start typing directly into the search field with a specific interest you want to target, you will get even more choices – thousands, probably even millions of different targeting criteria.

But for now, select just one, e.g. Marketing, and get ready for some fun!

You will see two active links below the targeting field: Exclude People or Narrow Audience:

Facebook Detailed Tageting - include or exclude people in your advertising campaign

Let’s start with the “Narrow Audience” option.

How To Use Narrow Audience:

After you click on it, a new section will appear, stating: “and MUST ALSO match at least ONE of the following”.

What that allows you to do, is to take Audience A and reach a subset of people who ALSO match B. For example, people interested in Marketing and ALSO in Social Media Examiner:

Detailed targeting example in Facebook Power Editor with two interests

Targeting people who like Marketing and ALSO Social Media Examiner

 

And that’s not it!

You can click on “Narrow Further” to keep adding additional layers of targeting, say, people interested in Marketing AND interested in Social Media Examiner AND who are College Grads AND who are parents:

Facebook Detailed Targeting - Narrow your audience further with additional interests, demographics, behaviors, categories

*Sound of heads exploding* – you bet!

 

In this scenario, the potential reach went from 53 million people, to just 26,000 people who match EXACTLY the profile of a customer I might be looking for:

Potential Audience size with Facebook Detail Targeting

Again, that’s just one example of how you could use it.

You can have multiple interests in section 2 for example, and keep the rest as it is. Or include broader categories, such as Sales or Banking, in section 1 – with a little bit of audience research, the combinations are infinite!..

Not to mention, that you can even go beyond that with Exclude People…

How To Exclude People From Target Audience:

Finally, at the bottom of Detailed Targeting section, click on “Exclude People”.

As Facebook explains:

Choose new details to exclude people from the audience included above. Each new option will decrease the size of your audience.

Exclude People from your Facebook ads campaign with detailed targeting

“EXCLUDE people who match at least ONE of the following: Crocs” – because no-one should EVER like Crocs!

 

And there you have it! You’ve just nailed your targeting in the most amazing advertising tool in the universe.

Conclusions:

Final result: my new potential target audience is 12,000 people – can it get any more precise than that?

Of course, that’s an extreme, but I’m already in deep LOVE with this feature!

It puts even more control into the hands of marketers. By making the targeting more precise, we can make our ads significantly more attractive and effective.

And will that lower the advertising costs?

My guess is that yes, and no…

More precision means smaller audience, means more competition. If there are too many advertisers competing for the same niche audience, that will skyrocket the oCPM and the average cost per click for that audience – only time and testing will tell!

But I’d much rather know exactly who am I reaching than bet on huge audiences that aren’t interested in my offers, wouldn’t you?  🙂

I hope you are excited as I am! So, tell me:

What detailed targeting combination will YOU try out first?

 

7 Reasons You Should NOT Create a Facebook Business Page

Are you looking for ways to promote your business online?

Are you thinking about creating a Facebook business page? Or maybe even think that you must have one?

After all, Facebook is the biggest social network in the entire world with more than 1.31 billion active users, so it’s obvious that your business should also be on Facebook, right?

WRONG.

On the contrary, there’s a number of very specific reasons why your business should NOT be on Facebook. In this article I’ll discuss why starting a Facebook page might be a wrong decision for you, so that you can avoid wasting a lot of time, effort and money.

1. You don’t have a community:

The easiest question you should start with: “Do we already have an active offline community?”

What do I mean by that?

Facebook is a social network. People come here to keep in touch with their friends, family members, colleagues and acquaintances. They want to feel part of a community.

But to forge a community completely from scratch is insanely difficult. It will require a lot of effort, time and money – things most business are not willing to invest.

But to forge a community completely from scratch is insanely difficult. It will require a lot of effort, time and money – things most business are not willing to invest.

So before even starting with Facebook marketing, you must evaluate if you already have a community that you can unite online.

If you don’t have such a community of loyal clients and active brand ambassadors yet, invest into creating and strengthening it offline first.

A great example of a company with an active offline community – Chipotle. As they already have a ton of loyal customers, it will be much easier to engage those fans on Facebook too:

Do not create a Facebook business page without an active offline community

An example of companies that will (most probably) will not have any type of community – industrial manufacturing companies (at least I haven’t heard about….

If the answer to the question is “No”, you will have much less chances to achieve results with Facebook marketing.

2. Your company doesn’t have a human side:

Although this is very tied to the first part, it deserves a separate mention.

Communities consist of people (duh!). The most active communities are those that focus not on the product itself, but on people – emphasising their contribution and achievements.

Which is exactly why your Facebook page communication should revolve about them – people – too.

Introduce your team members, showcase clients’ testimonials, share fan photos, answer to their questions and comments – turn your page fans, not your product, into the heroes of the story!

And although it’s easier for B2C companies, which already have large pool of clients or customers, it can also be used by B2B companies, in order to build trust with their audience.

A few great examples: Mailerlite:

Mailerlite's Facebook page communication strategy - making it personal

Mailerlite know’s that organic Facebook communication won’t bring a ton of sales. So instead, they’re using it to engage they’re current clients and make a stronger personal connection with them. #SocialMediaDoneRight

And Sprout Social:

Sprout Social's Facebook page communication strategy - making it personal

Sprinkling a pinch of magical dusts of personalization into their Facebook communication. 

3. You don’t have human capital:

“…we’ve just got an intern, so we’ll probably just let him manage our communication…”

It’s completely understandable that not all companies will have someone responsible for marketing, especially online.

The problem comes when this responsibility is thrown at anyone at a company: from interns and receptionists, to assistants, sales or human resources managers, who don’t have any experience in the area.

It’s even worse, when CEO’s start managing it by themselves.

You don’t agree? Really? Will you, company director, argue that there’s no better way to spend your time than managing a Facebook page?

Is there really nothing more important, such as developing your company’s strategy, managing your team, looking for new partners or investments, that will help your company grow? I doubt it. 🙂

Not only is it wasting your precious time, it’s also dangerous: a lack of knowledge and skills can lead to truly appalling situations when page owners start attacking and insulting people:

Facebook marketing fail - Amy's Baking Company insulting fans

Please, please, please, DON’T do this…

4. You don’t allocate an advertising budget:

“…but Facebook’s free, why do I need to pay?”

NO, Facebook is not free.

It never was free. And the fact, that you can create a Facebook page without opening your wallet is just a tiny part of the story.

In order to achieve any results, you will need to consistently put effort and time into managing your business page. Day after day, week after week.

And it doesn’t matter whether it’s you or someone else in the company, who will manage the communication, spend time thinking about the content to share, prepare and publish the posts, come back to respond to comments, analyse the page analytics and the results, etc…

TIME is MONEY.

High quality content costs money; time, spent learning about the best case practices of Facebook marketing, too. So no matter how you look at it, by choosing Facebook, you spend both time and money.

High quality content costs money; time, spent learning about the best case practices of Facebook marketing, too. So no matter how you look at it, by choosing Facebook, you spend both time and money.

What’s more, even if you have an loyal offline community, you’ll have to run “Page Likes” campaigns to reach and attract them to your page.

For promoting your products or services, you’ll need to run Facebook ads to your target audiences.

For high quality content on your page, you’ll need to buy photos or hire photographers.

So if you’re not planning or can’t allocate any budget for your Facebook ads campaigns, don’t even bother with it – it will be extremely, extremely difficult to get any value from it.

Why Facebook business pages are not free: it costs money, time and effort

5. You don’t have any useful content:

“…yeah, so we got some jokes and memes to publish on our page, that’ll be enough…”

Going back to the context – why do people spend time on Facebook?

First, to maintain their relationships with other people, interact with others, chat with friends, announce about their own activities and achievements.

Second, a majority of people spend time on the social network looking for useful, valuable information. For some that’s lessons about internet marketing, for others – news about Google’s stock prices, for others more – funny videos about cats.

But all of us, Facebook users, are united by a simple thing – a search of personal gain and the psychological satisfaction we get after finding it.

But all of us, Facebook users, are united by a simple thing – a search of personal gain and the psychological satisfaction we get after finding it.

And what can you offer that’s valuable to your audience?

Does your company write articles, answering the deepest desires and biggest worries of your clients?

Do you announce the biggest upcoming events? Or share breaking news?

Or maybe you show practical examples how your fans can cook an ultimate meal for themselves or collect a two meters tall bookshelf?

Even better, do you tell compelling stories that draw people closer to their screens?

Example Facebook Page Post from the Humans of New York

If you don’t have any interesting, useful or unique content, you will not have anything to offer to your audience.

And if you don’t have any treats, don’t be surprised if the guests don’t come at all.

6. Your products/services are completely on-demand:

“We need to sell more tractors, let’s do some of that Facebook ads stuff, ey?”

Here’s a question for you – what triggers the majority of your sales?

A) a rare problem that needs an urgent solution, or
B) a frequent problem that needs a consistent solution?

Example of A – legal services. You can communicate for months on your Facebook page, but if your fans don’t have even a single issue that requires legal assistance, your communication will be worthless.

If you’re selling roof covering services – same. If you’re providing house insurance – too. Even if you get an influx of fans from somewhere (something NOT to be obsessed with), you will still hit a brick wall – no-one will care, because they don’t have a problem that’s relevant to your services, so the solutions are worthless.

Example of B – coffee. Coffee lovers drink their espresso shots every day and they don’t have any plans to stop! Which is why you can beautifully fill in their news feed with interesting, coffee-related content: latte art, coffee-making videos, articles about unique coffee beans, their history and road to a coffee shop, and much more – there are plenty of choices.

And even if you decide to advertise, the same rules still apply.

It will be extremely difficult to advertise goods or services that are bought just once in five years – you will have to choose wide target audiences on Facebook, hoping that a tiny percentage of everyone reached will buy it.

On the contrary, it will be much easier to advertise fast-moving goods that are used frequently,

Examples of Shopify Facebook ads on desktop news feed and sidebar

I’ve been seeing Shopify’s ads for a couple of years now but I still haven’t signed up… because I don’t have a need for it. And when I do, I’ll most probably google “best ecommerce platforms” first.

If your company fits “A” example more, you should focus on optimising your website’s content for search engines (SEO) and using search engine marketing (SEM – Google Adwords, Bing/Yahoo Ads) to promote your products – people search for things when they already have a problem or an intention,  so your ads will be much more effective there than on Facebook.

7. You don’t have a clearly defined strategy:

Finally, it all comes down to strategy.

If you don’t have a strategy, you won’t know why, how and what you should be doing, and even more importantly – if you’re achieving your business goals.

Which is why before you even start creating your Facebook page, obsess with the page design or invest into getting more fans, answer at least these three questions:

  1. What is our target audience – and no, “18-65 men and women” is NOT a target audience,
  2. What are our monthly goals – increase sales by X units? Decrease the number of returns? Solve 20% of total customer inquiries? Attract 10,000 website visitors and generate 100 new leads? – write that down!
  3. What are the best means to achieve it – is it really Facebook? If so, is it communicating on your page or doing paid advertising? If not, what other channels should be used?

These questions alone should put you on the right path.

Don't create a Facebook page without having a marketing strategy

Like Alice, if you don’t care where you want to get, it doesn’t matter which way you go.

Conclusions:

You’ve just learned seven reasons why creating a Facebook page may not be the best idea for your business.

So before you start worrying about how to create a page, upload cover photos, share first posts and get more fans, STOP for a second and answer to yourself:

  1. Do we have an active offline community that we can unite online?
  2. Do we have a “human side” to our company that we can present?
  3. Do we have the human capital that are competent to manage the communication?
  4. Can we allocate an advertising budget and other resources for effective communication?
  5. Do we have any valuable content we can share?
  6. Do we promote products that are used frequently or very rarely?
  7. Do we have a clear strategy, defined in numbers?

If most o the answers are “Yes”, congratulations – you deserve to be on Facebook! (Of course, it doesn’t mean it will be easy, but at least you’re on the right path).

And if you mostly answered “No”, I highly recommend you to keep yourself away from Facebook and allocate the same resources to other activities in your company.

Or, completely ignore this entire article and do what you want… just don’t say that I didn’t warn you 🙂

Which will you choose?

P.S. this article first appeared on SocialMedia.lt – written by me in Lithuanian 🙂

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

Latest from the Blog

Shadow Hover Effect

The 9 Biggest Updates To Facebook Advertising Of 2015

Wow. Just. WOW.

Facebook’s been an advertising power-house for some time now…

But it was 2015 that brought an avalanche of the most exciting updates to their platform by far!

Revamped Ads Manager, Reports and Power Editor; Facebook Pixel, Instagram ads, Local Awareness Ads, Lead Ads, Multi-Product Ads, Dynamic Product Ads, Detailed Targeting, Bidding & Optimization, and more… – head spinning already? You bet!

If you’re not amazed by Facebook advertising yet, you will be by the time you finish this article.

So let’s dive in and see what were the biggest Facebook advertising updates of 2015!

P.S.: Yes, some of these were *introduced* in 2014, but they were only rolled-out to everyone in 2015 – and that’s what counts for me! After all, what good does it make, if a feature is only accessible via 3rd party tools or to companies with multi-million ad budgets? Don’t you agree?

1. Redesigned Ads Manager and Power Editor:

First, Facebook completely redesigned the Ads Manager:

So we revamped both Ads Manager and Power Editor to make it easier to create, optimise and monitor ad campaigns. Starting today we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.

It’s sleeker, easier to control, and offers more immediate information about your campaigns’ performance:

New Layout of Facebook Manager Ads Dashboard 2015

I love the Performance, Audience and Placement graphs – these three tabs can give some incredible insights on your ad campaigns already!

I’m very happy with the Performance, Audience and Placement graphs – these are the first things we analyse during our coaching calls, and usually we get some pretty interesting insights about the campaigns (like Facebook pushing all of the budget to the audience network, instead of the other placements…).

And although it’s definitely not perfect (count the number of clicks it takes to see the full preview of an ad…), we have Power Editor to make up for it!

Power Editor also became more user-friendly: with the new sidebar navigation, it’s now easier to make changes in the ad set level, then jump to the ads, get back to ad set, move to the campaign, duplicate them, return… – you get the idea!

New Layout of Facebook Power Editor tool for creating ad campaigns 2015

I like the new sidebar navigation, you?

LEARN MORE: learn more about all the numerous changes by reading this Ads Manager guide by Andrea Vahl, and this article by Jon Loomer.

2. New Facebook Pixel:

In 2015 Facebook also introduced the new Facebook Pixel, which is designed to merge the two previous pixels – conversion tracking pixel and remarketing pixel – into one.

The new Facebook Pixel for conversion tracking, optimization and remarketing

After you install the pixel on your website, you can use it for both remarketing and conversion tracking.

The two separate pixels caused a lot of head-aches to beginner advertisers – what’s the difference between them, where to find them, how to install them on your website, on which pages the have to go, and so on…

With the new Pixel you can build your Website Custom Audiences (i.e. build a specific target audience of everyone that visited your website) and track conversions with Custom Conversions at the same time:

New Facebook Pixel Dashboard - Audiences and Custom Conversions

The ‘Pixels’ dashboard displays the Total Traffic the website received in the last week. You can create specific remarketing audiences based on that.

LEARN MORE: To learn exactly how to implement Facebook Pixel on your website, listen to this podcast by Rick Mulready or read this article by Lauren Marchese on Kissmetrics.

After all, if you’re not using remarketing, you’re missing out on a huge opportunity to get more sales!

3. Detailed Targeting:

When I first saw Detailed Targeting appear in Power Editor, I started jumping on my bed, screaming with joy!

And why was I so excited?

Because it gives even more precision to your targeting. And more precision means more relevance, and more relevance means better results – less expensive leads, customers and sales.

Facebook Detailed Targeting Explained - Example Target Audience

Use Detailed Targeting to target the sweet-spot of your audience.

For example, imagine you’re launching a Kickstarter campaign for a watch you designed.

Now, instead of targeting a very broad, multi-million interest like Kickstarter, you can target people who are interested in both Kickstarter and Tag Heuer/Breitling/Tissot/Rolex/Longines… and so on:

Select more relevant Facebook target audience with Detailed Targeting

By using AND rule, you can target people who are interested in both A and B.

With this, you’ll be sure to reach just the most relevant people, instead of wasting your budget on random Facebook users! Hoooray!

LEARN MORE: See exactly how to use detailed targeting in this article I wrote.

4. Bidding and Optimisation:

Before, you could choose to optimise for your objective, but then you’d automatically be charged for impressions… why?

Facebook asked it themselves and decided to fix it – after an update to Optimization & Pricing, you can specifically choose what to optimise for (results, clicks…), how you want to get charged (by impressions, actions…) and how much you want to bid (use automatic bids or set a maximum bid).

Changes to Facebook bidding and optimization

You now have more control on what you want to optimize for, when you get charged, and how much you want to bid.

Although the traditional oCPM (optimized cost per mile) option is no longer there, you can still select the same bidding and pricing combination.

LEARN MORE: have a look at Facebook’s help section and read this article by Jon Loomer where he goes into much more detail.

And now, let’s look at even more interesting things…

5. Multi-Product Ads:

Technically, multi-product ads (a.k.a. carousel ads) were introduced in 2014 and became available via the Facebook ads API.

However, in 2015 they were released to all advertisers on Facebook!

With these, advertisers can promote multiple products and links within a single ad, instead of having to create separate ads:

The New Multi-Product or Carrousel Facebook Ads

An example of a carousel/multi-product ad on Desktop News Feed.

By doing this, you can increase click-through rates by as much as 180%, according to Foodpanda, and let people choose the product they’re most interested in – that’s a win-win for everyone.

LEARN MORE: read this tutorial I wrote about how to create them with Power Editor, and check out these 7 creative ways of using multi-products ads on AdEspresso’s blog.

6. Dynamic Product Ads:

If the multi-product ads weren’t enough, dynamic product should be!

Dynamic product ads are displayed to people based on the exact product/page that they visited – and managed by Facebook automatically.

Previously, it was available through third-party tools and Facebook Marketing Partners. Now, however, you can upload your entire product catalog directly to Facebook, create templates for your ad campaigns, like what to use for the headlines, text, images and so on, and let Facebook do the magic!

How to use Facebook Dynamic Product ads

According to Facebook, “JUNIQE, an online art retailer, increased conversion rates by 50% while reducing cost per purchase by 63%, using dynamic product ads.”

OK, the magic isn’t so easy to set up, but it’s epic nonetheless.

LEARN MORE: you can learn more about how to set it up in this article on Social Media Examiner.

7. Local Awareness Ads:

And then Facebook amazes you with a new ad format for local businesses – Local Awareness Ads (again, they were announced in 2014, but were only rolled out globally in 2015).

As with detailed targeting, the key here is to make ads more relevant, thus, more effective. And what’s the best way to achieve that for local businesses? – Location-based advertising.

So now, you can promote your restaurant or offline store by exclusively targeting people who are within a selected radius from your location. For example, target just those people who are within 1 mile from your coffee-shop and are interested in coffee – genius!

Facebook Local Awareness ads, designed for local businesses

Target people who are the closest to your business with Local Awareness Ads!

LEARN MORE: discover how to create Local Awareness ads in this article by Rocco Alberto Baldassarre and check out these 8 ways to use Local Awareness Ads for your business.

8. Lead Ads:

But how about those businesses that don’t have a brick-and-mortar store? Those which rely on getting phone calls, email inquiries or sign ups?

Well, we’ve got Lead Ads come to the rescue!

This new type of ads significantly simplifies the sign up process on mobile devices. No more dealing with mobile-unfriendly websites or filling in long and inconvenient forms – just tap twice on the ad, and you’re good to go!

Example of Facebook Lead Ads on mobile devices

Just two taps and you’re signed up!

And although these are not 100% perfect either (e.g. you lose out on building a website remarketing audience, and you can’t integrate it with your email service providers within Facebook), they’re still worth a try.

LEARN MORE: learn how to create Lead Ads in this article I wrote. And read this article and case study by Jon Loomer where reports a decrease in cost per lead by 47% – that’s massive!

9. Instagram Ads:

And the queen of them all – Instagram ads.

Technically, they were also introduced in 2014, not in 2015. However, only in 2015, Instagram ads became available to all advertisers, not just big brands – first on Power Editor and now on the Ads Manager too!

More than 400 million users are now on Instagram, so that gives a massive advertising opportunity for product-based companies, who can very easily fit into the context of Instagram.

Instagram ads now available on Power Editor and Facebook ads manager

Use Instagram ads that seamlessly blend into people’s news feeds.

Just please, don’t use the same ads on both Facebook and Instagram, will ya? That is definitely not cool – for each network its own creative.

So get some shots of your product being used, slap that Lark filter on it, and you’re good to go!

LEARN MORE: If you want to use Power Editor to create Instagram ads, read this article, and if you’d rather use Ads Manager, read this tutorial by Kristi Hines.


Summary:

So here you go! Plenty of exciting developments on Facebook’s advertising platform – I hope I didn’t miss anything else?

All of these updates can help your business grow and flourish. But if you’re not sure how to make the most of Facebook advertising, feel free to get in touch for a one-on-one coaching session – I’ll be sure to help.

Looking at the above, I have no idea what will happen in 2015, but I have a feeling Facebook ads will get even more mind-blowing (like the global rollout of Canvas and “Buy” buttons?.. 😉 ).

Your Turn:

What was the most exciting update for You? And how do you think Facebook advertising will change in 2016?

Let me know in the comments below – cheers! 🙂

New Facebook Detailed Targeting: How To Select LASER-Targeted Audiences

Have you ever felt that there’s something missing from the Facebook ad targeting?

Like the time you wanted to reach people interested in Marketing AND Chocolate at the same time?

Well, now you CAN.

Facebook is rolling out probably the most exciting thing about their advertising tool (as exciting as multi-product ads and lead ads)…

…DETAILED TARGETING!

If previously all of the interests would get combined with the OR rule (interest A or Interest B), now you can create extremely sophisticated, multi-layer deep target audiences, that will give you the ultimate precision.

In this article I’ll show you exactly how you can use Detailed Targeting on Facebook, for even greater advertising results.

What Is Detailed Targeting?

In essence, Facebook is bringing four different targeting options, Demographics, Behaviors, Interests and Categories, into one place – and it makes so much sense!

After all, if advertisers can access these targeting choices easier, they can make their ads much more effective.

That will result in better results and, of course, more money spent on Facebook – it’s a win-win for everyone!

It will also be especially be helpful to beginner advertisers – whenever I mention different targeting options (like reaching parents, who are working in the Banking industry, celebrating their wedding anniversary in the next month…) during my coaching sessions, I get surprised faces all the time.

Now, everyone will see all the targeting options in one place, without needing to explore multiple drop-downs.

More imporatantly, you will be able to use the AND or NOT rules to narrow your audience down by including or excluding some people:

Facebook Detailed Ad Targeting Explained - Example Target Audience

Example audience: men in the US, aged 15-35, who use iPhone 6 or iPhone 6 Plus, AND are interested in action games, but NOT use 2g network.

 

Just one catch: right now detailed targeting is only available on Power Editor – yet another reason for you to start using it! 🙂

How To Use Detailed Targeting:

After you go to Power Editor and create a new campaign, go to the ad set level. There, click “Edit Audience” in the Audience section.

Once the new window opens, you will see the ordinary things: Custom Audiences, Locations, Age, Gender and Languages:

Basic Facebook Ads Targeting - Cutom Audiences, Location, Gender, Age, Languages and Detailed Targeting

Basic targeting – US, men and women, aged 25-54, who speak English – yields a potential audience of 53,000,000 people on the desktop news feed placement… and there’s the Detailed Targeting!

 

And just below the basic targeting is what we’re really interested in, the new Detailed Targeting!

Facebook's New Detailed Targeting Feature in Power Editor

As you can see, there is now just one field where you can add demographics, interests or behaviours. The way Facebook explains it:

Choose new targeting details to refine your audience from the people above. Adding the first option will decrease the size of your audience, and then each new option will increase the size from there.

Current Audience, New Critereria, New Facebook Target Audience

 

You start by typing in your demographics, interests or behaviours choices and select them from the list that appears, OR click on Browse, and go through the four categories manually, to see what is available:

Demographics, Interests, Behaviours and Categories under Facebook Detailed Targeting

These four main types of targeting haven’t changed much (at all?) – I won’t be able to type in all of them, but here are some of the top ones, and you can read this article by Jon Loomer to learn more:

  • Demographics:
    • Education:
      • Education Level
      • Fields of Study
      • Schools
      • Undergrad Years
    • Ethnic Affinity:
      • African American (US)
      • Asian American (US)
      • Hispanic (US – All)
      • Hispanic (US – Bilingual)
      • Hispanic (US – English Dominant)
      • Hispanic (US – Spanish Dominant)
    • Generation:
      • Baby boomers (US)
      • Generation X
      • Millennials
    • Home
      • Household composition
    • Life Events
      • Anniversary within 30 days
      • Away from family
      • Away from hometown
      • Friends of…
      • Long distance relationship
      • New job
      • New relationship
      • Newly engaged (1 year)
      • Newly engaged (3 months)
      • Newly engaged (6 months)
      • Newlywed (1 year)
      • Newlywed (3 months)
      • Newlywed (6 months)
      • Recently moved
      • Upcoming birthday
    • Parents
      • All parents
    • Politics (US)
      • US Politics (Conservative)
      • US Politics (Liberal)
      • US Politics (Moderate)
      • US Politics (Very Conservative)
      • US Politics (Very Liberal)
    • Relationship
      • Interested In
      • Relationship Status
    • Work
      • Employers
      • Industries
      • Job Titles
  • Interests:
    • Business and Industry
    • Entertainment
    • Family and relationships
    • Fitness and wellness
    • Food and drink
    • Hobbies and activities
    • Shopping and fashion
    • Sports and outdoors
    • Technology
  • Behaviours:
    • Digital activities
    • Expats
    • Mobile Device User
    • Seasonal and Events
    • Travel
  • More Categories:
    • Facebook Categories

Aaaand I’ll stop there!

Facebook Partner Categories Targeting only available in US

NOTE: not ALL of the Demographics/Interests/Behaviours/Categories choices will be available to you – some of these, especially the Facebook Categories, are only limited to advertisers in the US.

 

If you start typing directly into the search field with a specific interest you want to target, you will get even more choices – thousands, probably even millions of different targeting criteria.

But for now, select just one, e.g. Marketing, and get ready for some fun!

You will see two active links below the targeting field: Exclude People or Narrow Audience:

Facebook Detailed Tageting - include or exclude people in your advertising campaign

Let’s start with the “Narrow Audience” option.

How To Use Narrow Audience:

After you click on it, a new section will appear, stating: “and MUST ALSO match at least ONE of the following”.

What that allows you to do, is to take Audience A and reach a subset of people who ALSO match B. For example, people interested in Marketing and ALSO in Social Media Examiner:

Detailed targeting example in Facebook Power Editor with two interests

Targeting people who like Marketing and ALSO Social Media Examiner

 

And that’s not it!

You can click on “Narrow Further” to keep adding additional layers of targeting, say, people interested in Marketing AND interested in Social Media Examiner AND who are College Grads AND who are parents:

Facebook Detailed Targeting - Narrow your audience further with additional interests, demographics, behaviors, categories

*Sound of heads exploding* – you bet!

 

In this scenario, the potential reach went from 53 million people, to just 26,000 people who match EXACTLY the profile of a customer I might be looking for:

Potential Audience size with Facebook Detail Targeting

Again, that’s just one example of how you could use it.

You can have multiple interests in section 2 for example, and keep the rest as it is. Or include broader categories, such as Sales or Banking, in section 1 – with a little bit of audience research, the combinations are infinite!..

Not to mention, that you can even go beyond that with Exclude People…

How To Exclude People From Target Audience:

Finally, at the bottom of Detailed Targeting section, click on “Exclude People”.

As Facebook explains:

Choose new details to exclude people from the audience included above. Each new option will decrease the size of your audience.

Exclude People from your Facebook ads campaign with detailed targeting

“EXCLUDE people who match at least ONE of the following: Crocs” – because no-one should EVER like Crocs!

 

And there you have it! You’ve just nailed your targeting in the most amazing advertising tool in the universe.

Conclusions:

Final result: my new potential target audience is 12,000 people – can it get any more precise than that?

Of course, that’s an extreme, but I’m already in deep LOVE with this feature!

It puts even more control into the hands of marketers. By making the targeting more precise, we can make our ads significantly more attractive and effective.

And will that lower the advertising costs?

My guess is that yes, and no…

More precision means smaller audience, means more competition. If there are too many advertisers competing for the same niche audience, that will skyrocket the oCPM and the average cost per click for that audience – only time and testing will tell!

But I’d much rather know exactly who am I reaching than bet on huge audiences that aren’t interested in my offers, wouldn’t you?  🙂

I hope you are excited as I am! So, tell me:

What detailed targeting combination will YOU try out first?

 

7 Reasons You Should NOT Create a Facebook Business Page

Are you looking for ways to promote your business online?

Are you thinking about creating a Facebook business page? Or maybe even think that you must have one?

After all, Facebook is the biggest social network in the entire world with more than 1.31 billion active users, so it’s obvious that your business should also be on Facebook, right?

WRONG.

On the contrary, there’s a number of very specific reasons why your business should NOT be on Facebook. In this article I’ll discuss why starting a Facebook page might be a wrong decision for you, so that you can avoid wasting a lot of time, effort and money.

1. You don’t have a community:

The easiest question you should start with: “Do we already have an active offline community?”

What do I mean by that?

Facebook is a social network. People come here to keep in touch with their friends, family members, colleagues and acquaintances. They want to feel part of a community.

But to forge a community completely from scratch is insanely difficult. It will require a lot of effort, time and money – things most business are not willing to invest.

But to forge a community completely from scratch is insanely difficult. It will require a lot of effort, time and money – things most business are not willing to invest.

So before even starting with Facebook marketing, you must evaluate if you already have a community that you can unite online.

If you don’t have such a community of loyal clients and active brand ambassadors yet, invest into creating and strengthening it offline first.

A great example of a company with an active offline community – Chipotle. As they already have a ton of loyal customers, it will be much easier to engage those fans on Facebook too:

Do not create a Facebook business page without an active offline community

An example of companies that will (most probably) will not have any type of community – industrial manufacturing companies (at least I haven’t heard about….

If the answer to the question is “No”, you will have much less chances to achieve results with Facebook marketing.

2. Your company doesn’t have a human side:

Although this is very tied to the first part, it deserves a separate mention.

Communities consist of people (duh!). The most active communities are those that focus not on the product itself, but on people – emphasising their contribution and achievements.

Which is exactly why your Facebook page communication should revolve about them – people – too.

Introduce your team members, showcase clients’ testimonials, share fan photos, answer to their questions and comments – turn your page fans, not your product, into the heroes of the story!

And although it’s easier for B2C companies, which already have large pool of clients or customers, it can also be used by B2B companies, in order to build trust with their audience.

A few great examples: Mailerlite:

Mailerlite's Facebook page communication strategy - making it personal

Mailerlite know’s that organic Facebook communication won’t bring a ton of sales. So instead, they’re using it to engage they’re current clients and make a stronger personal connection with them. #SocialMediaDoneRight

And Sprout Social:

Sprout Social's Facebook page communication strategy - making it personal

Sprinkling a pinch of magical dusts of personalization into their Facebook communication. 

3. You don’t have human capital:

“…we’ve just got an intern, so we’ll probably just let him manage our communication…”

It’s completely understandable that not all companies will have someone responsible for marketing, especially online.

The problem comes when this responsibility is thrown at anyone at a company: from interns and receptionists, to assistants, sales or human resources managers, who don’t have any experience in the area.

It’s even worse, when CEO’s start managing it by themselves.

You don’t agree? Really? Will you, company director, argue that there’s no better way to spend your time than managing a Facebook page?

Is there really nothing more important, such as developing your company’s strategy, managing your team, looking for new partners or investments, that will help your company grow? I doubt it. 🙂

Not only is it wasting your precious time, it’s also dangerous: a lack of knowledge and skills can lead to truly appalling situations when page owners start attacking and insulting people:

Facebook marketing fail - Amy's Baking Company insulting fans

Please, please, please, DON’T do this…

4. You don’t allocate an advertising budget:

“…but Facebook’s free, why do I need to pay?”

NO, Facebook is not free.

It never was free. And the fact, that you can create a Facebook page without opening your wallet is just a tiny part of the story.

In order to achieve any results, you will need to consistently put effort and time into managing your business page. Day after day, week after week.

And it doesn’t matter whether it’s you or someone else in the company, who will manage the communication, spend time thinking about the content to share, prepare and publish the posts, come back to respond to comments, analyse the page analytics and the results, etc…

TIME is MONEY.

High quality content costs money; time, spent learning about the best case practices of Facebook marketing, too. So no matter how you look at it, by choosing Facebook, you spend both time and money.

High quality content costs money; time, spent learning about the best case practices of Facebook marketing, too. So no matter how you look at it, by choosing Facebook, you spend both time and money.

What’s more, even if you have an loyal offline community, you’ll have to run “Page Likes” campaigns to reach and attract them to your page.

For promoting your products or services, you’ll need to run Facebook ads to your target audiences.

For high quality content on your page, you’ll need to buy photos or hire photographers.

So if you’re not planning or can’t allocate any budget for your Facebook ads campaigns, don’t even bother with it – it will be extremely, extremely difficult to get any value from it.

Why Facebook business pages are not free: it costs money, time and effort

5. You don’t have any useful content:

“…yeah, so we got some jokes and memes to publish on our page, that’ll be enough…”

Going back to the context – why do people spend time on Facebook?

First, to maintain their relationships with other people, interact with others, chat with friends, announce about their own activities and achievements.

Second, a majority of people spend time on the social network looking for useful, valuable information. For some that’s lessons about internet marketing, for others – news about Google’s stock prices, for others more – funny videos about cats.

But all of us, Facebook users, are united by a simple thing – a search of personal gain and the psychological satisfaction we get after finding it.

But all of us, Facebook users, are united by a simple thing – a search of personal gain and the psychological satisfaction we get after finding it.

And what can you offer that’s valuable to your audience?

Does your company write articles, answering the deepest desires and biggest worries of your clients?

Do you announce the biggest upcoming events? Or share breaking news?

Or maybe you show practical examples how your fans can cook an ultimate meal for themselves or collect a two meters tall bookshelf?

Even better, do you tell compelling stories that draw people closer to their screens?

Example Facebook Page Post from the Humans of New York

If you don’t have any interesting, useful or unique content, you will not have anything to offer to your audience.

And if you don’t have any treats, don’t be surprised if the guests don’t come at all.

6. Your products/services are completely on-demand:

“We need to sell more tractors, let’s do some of that Facebook ads stuff, ey?”

Here’s a question for you – what triggers the majority of your sales?

A) a rare problem that needs an urgent solution, or
B) a frequent problem that needs a consistent solution?

Example of A – legal services. You can communicate for months on your Facebook page, but if your fans don’t have even a single issue that requires legal assistance, your communication will be worthless.

If you’re selling roof covering services – same. If you’re providing house insurance – too. Even if you get an influx of fans from somewhere (something NOT to be obsessed with), you will still hit a brick wall – no-one will care, because they don’t have a problem that’s relevant to your services, so the solutions are worthless.

Example of B – coffee. Coffee lovers drink their espresso shots every day and they don’t have any plans to stop! Which is why you can beautifully fill in their news feed with interesting, coffee-related content: latte art, coffee-making videos, articles about unique coffee beans, their history and road to a coffee shop, and much more – there are plenty of choices.

And even if you decide to advertise, the same rules still apply.

It will be extremely difficult to advertise goods or services that are bought just once in five years – you will have to choose wide target audiences on Facebook, hoping that a tiny percentage of everyone reached will buy it.

On the contrary, it will be much easier to advertise fast-moving goods that are used frequently,

Examples of Shopify Facebook ads on desktop news feed and sidebar

I’ve been seeing Shopify’s ads for a couple of years now but I still haven’t signed up… because I don’t have a need for it. And when I do, I’ll most probably google “best ecommerce platforms” first.

If your company fits “A” example more, you should focus on optimising your website’s content for search engines (SEO) and using search engine marketing (SEM – Google Adwords, Bing/Yahoo Ads) to promote your products – people search for things when they already have a problem or an intention,  so your ads will be much more effective there than on Facebook.

7. You don’t have a clearly defined strategy:

Finally, it all comes down to strategy.

If you don’t have a strategy, you won’t know why, how and what you should be doing, and even more importantly – if you’re achieving your business goals.

Which is why before you even start creating your Facebook page, obsess with the page design or invest into getting more fans, answer at least these three questions:

  1. What is our target audience – and no, “18-65 men and women” is NOT a target audience,
  2. What are our monthly goals – increase sales by X units? Decrease the number of returns? Solve 20% of total customer inquiries? Attract 10,000 website visitors and generate 100 new leads? – write that down!
  3. What are the best means to achieve it – is it really Facebook? If so, is it communicating on your page or doing paid advertising? If not, what other channels should be used?

These questions alone should put you on the right path.

Don't create a Facebook page without having a marketing strategy

Like Alice, if you don’t care where you want to get, it doesn’t matter which way you go.

Conclusions:

You’ve just learned seven reasons why creating a Facebook page may not be the best idea for your business.

So before you start worrying about how to create a page, upload cover photos, share first posts and get more fans, STOP for a second and answer to yourself:

  1. Do we have an active offline community that we can unite online?
  2. Do we have a “human side” to our company that we can present?
  3. Do we have the human capital that are competent to manage the communication?
  4. Can we allocate an advertising budget and other resources for effective communication?
  5. Do we have any valuable content we can share?
  6. Do we promote products that are used frequently or very rarely?
  7. Do we have a clear strategy, defined in numbers?

If most o the answers are “Yes”, congratulations – you deserve to be on Facebook! (Of course, it doesn’t mean it will be easy, but at least you’re on the right path).

And if you mostly answered “No”, I highly recommend you to keep yourself away from Facebook and allocate the same resources to other activities in your company.

Or, completely ignore this entire article and do what you want… just don’t say that I didn’t warn you 🙂

Which will you choose?

P.S. this article first appeared on SocialMedia.lt – written by me in Lithuanian 🙂

LAYOUTS

So many Layouts & Modules

Contact Us

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque. Morbi tincidunt risus magna, posuere lobortis felis. Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut.

Email: info@domain.com

15 + 1 =