Facebook-ov alat za reklamiranje je veoma moćan. Gotovo da za svaku robu pronalazi kupca.
Ipak da bi se prodaje desile potrebno ga je poznavati, odnosno pravim reklamama ciljati prave ljude.
Zato ćemo ti pomoći u jednom veoma bitnom delu, a to je odabir interesovanja koje nam Facebook nudi u sekciji za detaljno targetovanje.
Pre svega objasnićemo šta su to Facebook interesovanja (FB interests), zatim ćemo probati da ciljnoj grupi iz primera dodelimo određena interesovanja, a uz sve ćeš dobiti i listu svih interesovanja koje Facebook nudi!
Pa da počnemo…
Šta su FB interesovanja?
Facebook je pametan i on na osnovu naših lajkova, ponašanja na ovoj društvenoj mreži i načina komunikacije o nama zaključuje određene stvari.
Ova društvena mreža prikuplja naše podatke i svrstava nas u određene grupe, odnosno na osnovu nekih metrika zaključuje da nas interesuju određene stvari.
Tako Facebook (Meta) u svom alatu za reklamiranje pruža mogućnost da na osnovu tih predefinisanih interesovanja ciljaš određene grupe ljudi.
U ta “interesovanja” spadaju i neki podaci koji nisu konkretno interesovanja korisnika, kao što su stepen edukacije, finansijski status, događaji koji slede (rođendani) i slični podaci.
Evo samo nekih stvari koje možeš iskoristiti u targetingu:
- Education
- Education Level
- Associate degree
- College grad
- Doctorate degree
- High school grad
- In college
- In grad school
- In high school
- Master’s degree
- Professional degree
- Some college
- Some grad school
- Some high school
- Unspecified
- Fields of Study
- Schools
- Undergrad Years
- Education Level
- Financial
- Household income: top 10% of ZIP codes (US)
- Household income: top 10%-25% of ZIP codes (US)
- Household income: top 25%-50% of ZIP codes (US)
- Household income: top 5% of ZIP codes (US)
- Life Events
- Anniversary
- Anniversary within 30 days
- Anniversary within 31-60 Days
- Away from family
- Away from hometown
- Birthday
- Birthday Month
- Birthday in January
- Birthday in February
- Birthday in March
- Birthday in April
- Birthday in May
- Birthday in June
- Birthday in July
- Birthday in August
- Birthday in September
- Birthday in October
- Birthday in November
- Birthday in December
- Upcoming birthday
- Birthday Month
- Friends of
- Close Friends of Men with a Birthday in 0-7 days
- Close Friends of Men with a Birthday in 7-30 days
- Close Friends of Women with a Birthday in 0-7 days
- Close Friends of Women with a Birthday in 7-30 days
- Close friends of people with birthdays in a month
- Close friends of people with birthdays in a week
- Friends of Recently Moved
- Friends of newly engaged people
- Friends of newlyweds
- 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
- Anniversary
- Parents
- All Parents
- New Parents (0-12 months)
- Parents (All)
- Parents with adult children (18-26 years)
- Parents with early school-age children (06-08 years)
- Parents with preschoolers (03-05 years)
- Parents with preteens (09-12 years)
- Parents with teenagers (13-17 years)
- Parents with toddlers (01-02 years)
- All Parents
- Relationship
- Relationship Status
- Civil Union
- Complicated
- Divorced
- Domestic Partnership
- Engaged
- In a relationship
- Married
- Open Relationship
- Separated
- Single
- Unspecified
- Widowed
- Relationship Status
- Work
- Employers
- Industries
- Administrative Services
- Architecture and Engineering
- Arts, Entertainment, Sports and Media
- Business and Finance
- Cleaning and Maintenance Services
- Community and Social Services
- Computation and Mathematics
- Construction and Extraction
- Education and Libraries
- Farming, Fishing and Forestry
- Food and Restaurants
- Government Employees (Global)
- Healthcare and Medical Services
- IT and Technical Services
- Installation and Repair Services
- Legal Services
- Life, Physical and Social Sciences
- Management
- Military (Global)
- Production
- Protective Services
- Sales
- Transportation and Moving
- Veterans (US)
- Job Titles
Ali koje interesovanje odabrati prilikom puštanja Facebook (Meta) reklama?
Najlakše se uči kroz primere, pa ćemo to i uraditi. Neka naš proizvod bude namenjen ljubiteljima moto trka.
Najlogičnije je da se u detaljnom targetiranju ukuca “moto” i da se odaberu gotovo sva ova interesovanja sa slike:
Ideja je da se Facebook-u da dovoljno interesovanja da publika ne bude preuska, a dalje će on sam odraditi posao umesto vas.
Sam će pronaći ljude koji žele da kupe proizvod, i ako je odabran pravi cilj kampanje (add to cart, inline checkout ili purchase) prodaje će se desiti.
Najbolje bi bilo da imate određena interesovanja, a da vam publika broji veći broj ljudi, jer tako će se ta publika teže iscrpeti na duže staze.
Problem kod tih “većih” publika je taj što je za pokretanje FB algoritma potrebno malo više para, te budžeti od po 2,3e dnevno neće biti dovoljni.
Jedan od najvećih problema je “crpljenje” publike, gde su svi koji su hteli da kupe određen proizvod to već učinili i Fejsbuku je preteško da nađe nove kupce. U tom slučaju je potrebno dodati nova interesovanja i proširiti publiku.
Tako u slučaju ljubitelja moto sportova možemo ići korak dalje i probati da zamislimo (ili ako imamo podatke iskoristimo njih) i dodamo nova interesovanja.
Možda taj ljubitelj moto sportova ima tetovaže, možda i sam prati neke kompanije koje se bave proizvodnjom motora, možda sluša rokenrol. Ako su ove pretpostavke dobre, onda je potrebno dodati nova interesovanja: tattoos, rock en roll, Suzuki…
Koja sve interesovanja su nam dostupna u FB Ads Manager-u?
Ovo nije konačna lista, Fejsbuk (Meta) je inače menja, tako da nekih možda neće biti u trenutku kada odlučiš da pustiš reklamu, a možda će se neka interesovanja i pojaviti.
- Business and industry
- Advertising
- Agriculture
- Architecture
- Aviation
- Banking
- Investment banking
- Online banking
- Retail banking
- Business
- Construction
- Design
- Fashion design
- Graphic design
- Interior design
- Economics
- Engineering
- Entrepreneurship
- Health care
- Higher education
- Management
- Marketing
- Nursing
- Online
- Digital marketing
- Display advertising
- Email marketing
- Online advertising
- Search engine optimization
- Social media
- Social media marketing
- Web design
- Web development
- Web hosting
- Personal finance
- Credit cards
- Insurance
- Investment
- Mortgage loans
- Real estate
- Retail
- Sales
- Science
- Small business
- Entertainment
- Games
- Action games
- Board games
- Browser games
- Card games
- Casino games
- First-person shooter games
- Gambling
- Massively multiplayer online games
- Massively multiplayer online role-playing games
- Online games
- Online poker
- Puzzle video games
- Racing games
- Role-playing games
- Simulation games
- Sports games
- Strategy games
- Video games
- Word games
- Live events
- Ballet
- Bars
- Concerts
- Dancehalls
- Music festivals
- Nightclubs
- Parties
- Plays
- Theatre
- Movies
- Action movies
- Animated movies
- Anime movies
- Bollywood movies
- Comedy movies
- Documentary movies
- Drama movies
- Fantasy movies
- Horror movies
- Musical theatre
- Science fiction movies
- Thriller movies
- Music
- Blues music
- Classical music
- Country music
- Dance music
- Electronic music
- Gospel music
- Heavy metal music
- Hip hop music
- Jazz music
- Music videos
- Pop music
- Rhythm and blues music
- Rock music
- Soul music
- Reading
- Books
- Comics
- E-books
- Fiction books
- Literature
- Magazines
- Manga
- Mystery fiction
- Newspapers
- Non-fiction books
- Romance novels
- TV
- TV comedies
- TV game shows
- TV reality shows
- TV talkshows
- Games
- Family and relationships
- Dating
- Family
- Fatherhood
- Friendship
- Marriage
- Motherhood
- Parenting
- Weddings
- Fitness and wellness
- Bodybuilding
- Meditation
- Physical exercise
- Physical fitness
- Running
- Weight training
- Yoga
- Food and drink
- Alcoholic beverages
- Beer
- Distilled beverage
- Wine
- Beverages
- Coffee
- Energy drinks
- Juice
- Soft drinks
- Tea
- Cooking
- Baking
- Recipes
- Cuisine
- Chinese cuisine
- French cuisine
- German cuisine
- Greek cuisine
- Indian cuisine
- Italian cuisine
- Japanese cuisine
- Korean cuisine
- Latin American cuisine
- Mexican cuisine
- Middle Eastern cuisine
- Spanish cuisine
- Thai cuisine
- Vietnamese cuisine
- Food
- Barbecue
- Chocolate
- Desserts
- Fast food
- Organic food
- Pizza
- Seafood
- Veganism
- Vegetarianism
- Restaurants
- Coffeehouses
- Diners
- Fast casual restaurants
- Fast food restaurants
- Alcoholic beverages
- Hobbies and activities
- Arts and music
- Acting
- Crafts
- Dance
- Drawing
- Drums
- Fine art
- Guitar
- Painting
- Performing arts
- Photography
- Sculpture
- Singing
- Writing
- Current events
- Home and garden
- Do it yourself (DIY)
- Furniture
- Gardening
- Home Appliances
- Home improvement
- Pets
- Birds
- Cats
- Dogs
- Fish
- Horses
- Pet food
- Rabbits
- Reptiles
- Politics and social issues
- Charity and causes
- Community issues
- Environmentalism
- Law
- Politics
- Religion
- Sustainability
- Veterans
- Volunteering
- Travel
- Adventure travel
- Air travel
- Beaches
- Car rentals
- Cruises
- Ecotourism
- Hotels
- Lakes
- Mountains
- Nature
- Theme parks
- Tourism
- Vacations
- Vehicles
- Automobiles
- Boats
- Electric vehicle
- Hybrids
- Minivans
- Motorcycles
- RVs
- SUVs
- Scooters
- Trucks
- Arts and music
- Shopping and fashion
- Beauty
- Beauty salons
- Cosmetics
- Fragrances
- Hair products
- Spas
- Tattoos
- Clothing
- Children’s clothing
- Men’s clothing
- Shoes
- Women’s clothing
- Fashion accessories
- Dresses
- Handbags
- Jewelry
- Sunglasses
- Shopping
- Boutiques
- Coupons
- Discount stores
- Luxury goods
- Online shopping
- Shopping malls
- Toys
- Beauty
- Sports and outdoors
- Outdoor recreation
- Boating
- Camping
- Fishing
- Horseback riding
- Hunting
- Mountain biking
- Surfing
- Sports
- American football
- Association football (Soccer)
- Auto racing
- Baseball
- Basketball
- College football
- Golf
- Marathons
- Skiing
- Snowboarding
- Swimming
- Tennis
- Triathlons
- Volleyball
- Outdoor recreation
- Technology
- Computers
- Computer memory
- Computer monitors
- Computer processors
- Computer servers
- Desktop computers
- Free software
- Hard drives
- Network storage
- Software
- Tablet computers
- Consumer electronics
- Audio equipment
- Camcorders
- Cameras
- E-book readers
- GPS devices
- Game consoles
- Mobile phones
- Portable media players
- Projectors
- Smartphones
- Televisions
- Computers
- Anniversary
- Anniversary (within 61-90 days)
- Consumer Classification
- Argentina
- People who prefer high-value goods in Argentina
- People who prefer mid and high-value goods in Argentina
- Brazil
- People in Brazil who prefer mid and high-value goods
- People who prefer high-value goods in Brazil
- Chile
- People who prefer high-value goods in Chile
- People who prefer mid and high-value goods in Chile
- India
- People who prefer high-value goods in India
- People who prefer mid and high-value goods in India
- Indonesia
- People in Indonesia who prefer mid and high-value goods
- People who prefer high-value goods in Indonesia
- Kingdom of Saudi Arabia
- People who prefer high-value goods in Kingdom of Saudi Arabia
- People who prefer mid and high-value goods in Kingdom of Saudi Arabia
- Malaysia
- People who prefer high-value goods in Malaysia
- People who prefer mid and high-value goods in Malaysia
- Mexico
- People who prefer high-value goods in Mexico
- People who prefer mid and high-value goods in Mexico
- Pakistan
- People who prefer high-value goods in Pakistan
- People who prefer mid and high-value goods in Pakistan
- Philippines
- People who prefer high-value goods in Philippines
- People who prefer mid and high-value goods in Philippines
- South Africa
- People who prefer high-value goods in South Africa
- People who prefer mid and high-value goods in South Africa
- Turkey
- People who prefer high-value goods in Turkey
- People who prefer mid and high-value goods in Turkey
- UAE
- People who prefer high-value goods in UAE
- People who prefer mid and high-value goods in
- Argentina
- Digital activities
- Operating System Used
- Facebook access (OS): Windows 10
- Canvas Gaming
- Played Canvas games (last 14 days)
- Played Canvas games (last 3 days)
- Played Canvas games (last 7 days)
- Played Canvas games (yesterday)
- Console gamers
- Facebook Payments users (30 days)
- Facebook Payments users (90 days)
- Facebook Payments users (higher than average spend)
- Facebook access: older devices and OS
- Facebook page admins
- Business page admins
- Community & Club page admins
- Facebook Page admins
- Food & Restaurant page admins
- Health & Beauty page admins
- Retail page admins
- Sports page admins
- Travel & Tourism page admins
- Internet Browser Used
- Facebook access (browser): Chrome
- Facebook access (browser): Firefox
- Facebook access (browser): Internet Explorer
- Facebook access (browser): Microsoft Edge
- Facebook access (browser): Opera
- Facebook access (browser): Safari
- Operating System Used
- Facebook access (OS): Mac OS X
- Facebook access (OS): Mac Sierra
- Facebook access (OS): Windows 7
- Facebook access (OS): Windows 8
- Facebook access (OS): Windows Vista
- Facebook access (OS): Windows XP
- Primary email domain
- AOL email users
- Apple email users
- Gmail users
- Hotmail users
- MSN.com email users
- Yahoo email users
- Small business owners
- Technology early adopters
- Operating System Used
- Expats
- Lived in Brazil (Formerly Expats – Brazil)
- Close friends of those who live abroad
- Family of those who live abroad
- Lived in Algeria (Formerly Expats – Algeria)
- Lived in Argentina (Formerly Expats – Argentina)
- Lived in Australia (Formerly Expats – Australia)
- Lived in Austria (Formerly Expats – Austria)
- Lived in Bangladesh (Formerly Expats – Bangladesh)
- Lived in Belgium (Formerly Expats – Belgium)
- Lived in Cameroon (Formerly Expats – Cameroon)
- Lived in Canada (Formerly Expats – Canada)
- Lived in Chile (Formerly Expats – Chile)
- Lived in China (Formerly Expats – China)
- Lived in Colombia (Formerly Expats – Colombia)
- Lived in Congo DRC (Formerly Expats – Congo DRC)
- Lived in Cuba (Formerly Expats – Cuba)
- Lived in Cyprus (Formerly Expats – Cyprus)
- Lived in Czech Republic (Formerly Expats – Czech Republic)
- Lived in Denmark (Formerly Expats – Denmark)
- Lived in Dominican Republic (Formerly Expats – Dominican Republic)
- Lived in El Salvador (Formerly Expats – El Salvador)
- Lived in Estonia (Formerly Expats – Estonia)
- Lived in Ethiopia (Formerly Expats – Ethiopia)
- Lived in Finland (Formerly Expats – Finland)
- Lived in France (Formerly Expats – France)
- Lived in Germany (Formerly Expats – Germany)
- Lived in Ghana (Formerly Expats – Ghana)
- Lived in Greece (Formerly Expats – Greece)
- Lived in Guatemala (Formerly Expats – Guatemala)
- Lived in Haiti (Formerly Expats – Haiti)
- Lived in Honduras (Formerly Expats – Honduras)
- Lived in Hong Kong (Formerly Expats – Hong Kong)
- Lived in Hungary (Formerly Expats – Hungary)
- Lived in India (Formerly Expats – India)
- Lived in Indonesia (Formerly Expats – Indonesia)
- Lived in Ireland (Formerly Expats – Ireland)
- Lived in Israel (Formerly Expats – Israel)
- Lived in Italy (Formerly Expats – Italy)
- Lived in Ivory Coast (Formerly Expats – Ivory Coast)
- Lived in Jamaica (Formerly Expats – Jamaica)
- Lived in Japan (Formerly Expats – Japan)
- Lived in Jordan (Formerly Expats – Jordan)
- Lived in Kenya (Formerly Expats – Kenya)
- Lived in Kuwait (Formerly Expats – Kuwait)
- Lived in Latvia (Formerly Expats – Latvia)
- Lived in Lebanon (Formerly Expats – Lebanon)
- Lived in Lithuania (Formerly Expats – Lithuania)
- Lived in Luxembourg (Formerly Expats – Luxembourg)
- Lived in Malaysia (Formerly Expats – Malaysia)
- Lived in Malta (Formerly Expats – Malta)
- Lived in Mexico (Formerly Expats – Mexico)
- Lived in Monaco (Formerly Expats – Monaco)
- Lived in Morocco (Formerly Expats – Morocco)
- Lived in Nepal (Formerly Expats – Nepal)
- Lived in Netherlands (Formerly Expats – Netherlands)
- Lived in New Zealand (Formerly Expats – New Zealand)
- Lived in Nicaragua (Formerly Expats – Nicaragua)
- Lived in Nigeria (Formerly Expats – Nigeria)
- Lived in Norway (Formerly Expats – Norway)
- Lived in Peru (Formerly Expats – Peru)
- Lived in Philippines (Formerly Expats – Philippines)
- Lived in Poland (Formerly Expats – Poland)
- Lived in Portugal (Formerly Expats – Portugal)
- Lived in Puerto Rico (Formerly Expats – Puerto Rico)
- Lived in Qatar (Formerly Expats – Qatar)
- Lived in Romania (Formerly Expats – Romania)
- Lived in Russia (Formerly Expats – Russia)
- Lived in Rwanda (Formerly Expats – Rwanda)
- Lived in Saudi Arabia (Formerly Expats – Saudi Arabia)
- Lived in Senegal (Formerly Expats – Senegal)
- Lived in Serbia (Formerly Expats – Serbia)
- Lived in Sierra Leone (Formerly Expats – Sierra Leone)
- Lived in Singapore (Formerly Expats – Singapore)
- Lived in Slovakia (Formerly Expats – Slovakia)
- Lived in Slovenia (Formerly Expats – Slovenia)
- Lived in South Africa (Formerly Expats – South Africa)
- Lived in South Korea (Formerly Expats – South Korea)
- Lived in Spain (Formerly Expats – Spain)
- Lived in Sri Lanka (Formerly Expats – Sri Lanka)
- Lived in Sweden (Formerly Expats – Sweden)
- Lived in Switzerland (Formerly Expats – Switzerland)
- Lived in Tanzania (Formerly Expats – Tanzania)
- Lived in Thailand (Formerly Expats – Thailand)
- Lived in UAE (Formerly Expats – UAE)
- Lived in UK (Formerly Expats – UK)
- Lived in Uganda (Formerly Expats – Uganda)
- Lived in United States (Formerly Expats – United States)
- Lived in Venezuela (Formerly Expats – Venezuela)
- Lived in Vietnam (Formerly Expats – Vietnam)
- Lived in Zambia (Formerly Expats – Zambia)
- Lived in Zimbabwe (Formerly Expats – Zimbabwe)
- Lives abroad
- Mobile Device User
- All Mobile Devices by Brand
- All Mobile Devices by Operating System
- Android: 360 degree media not supported
- Android: 360 degree media supported
- Facebook access (mobile): all mobile devices
- Facebook access (mobile): feature phones
- Facebook access (mobile): smartphones and tablets
- Facebook access (mobile): tablets
- Network Connection
- New smartphone and tablet users
- Owns: OnePlus
- Amazon
- Owns: Kindle Fire
- Apple
- Facebook access (mobile): iPad 1
- Facebook access (mobile): iPad 2
- Facebook access (mobile): iPad 3
- Facebook access (mobile): iPhone 4
- Facebook access (mobile): iPhone 4S
- Facebook access (mobile): iPhone 5
- Facebook access (mobile): iPhone 5C
- Facebook access (mobile): iPhone 5S
- Facebook access (mobile): iPhone 8
- Facebook access (mobile): iPhone 8 Plus
- Facebook access (mobile): iPhone X
- Facebook access (mobile): iPhone XR
- Facebook access (mobile): iPhone XS
- Facebook access (mobile): iPhone XS Max
- Facebook access (mobile): iPod Touch
- Owns: iPad 4
- Owns: iPad Air
- Owns: iPad Air 2
- Owns: iPad Mini 1
- Owns: iPad Mini 2
- Owns: iPad Mini 3
- Owns: iPhone 6
- Owns: iPhone 6 Plus
- Owns: iPhone 6S
- Owns: iPhone 6S Plus
- Owns: iPhone 7
- Owns: iPhone 7 Plus
- Owns: iPhone SE
- BlackBerry
- Curve 9220
- Facebook access (mobile): HTC Android mobile devices
- Facebook access (mobile): Motorola Android mobile devices
- Facebook access (mobile): Samsung Android mobile devices
- Facebook access (mobile): Sony Android mobile devices
- Facebook access(mobile): LG Android mobile devices
- Google
- Owns: Google Pixel
- Owns: Nexus 5
- HTC
- Owns: HTC One
- LG
- Owns: LG G2 devices
- Owns: LG G3
- Owns: LG V10
- Owns: Alcatel
- Owns: Cherry Mobile
- Owns: Gionee
- Owns: Huawei
- Owns: Karbonn
- Owns: Micromax
- Owns: Oppo
- Owns: Tecno
- Owns: VIVO devices
- Owns: Xiaomi
- Owns: ZTE
- Samsung
- Galaxy Note II
- Galaxy Tab
- Owns: Galaxy Grand
- Owns: Galaxy Grand 2
- Owns: Galaxy Note 3
- Owns: Galaxy Note 4
- Owns: Galaxy Note 5
- Owns: Galaxy Note 7
- Owns: Galaxy Note 8
- Owns: Galaxy S 4 Mini
- Owns: Galaxy S III Mini
- Owns: Galaxy S III devices
- Owns: Galaxy S4
- Owns: Galaxy S5
- Owns: Galaxy S6
- Owns: Galaxy S7
- Owns: Galaxy S7 Edge
- Owns: Galaxy S8
- Owns: Galaxy S8+
- Owns: Galaxy S9
- Owns: Galaxy S9+
- Owns: Galaxy Tab 2
- Owns: Galaxy Tab 3
- Owns: Galaxy Tab 4
- Owns: Galaxy Tab Pro
- Owns: Galaxy Tab S
- Owns: Galaxy Y devices
- Sony
- Owns: Xperia M
- Owns: Xperia SL
- Owns: Xperia Z
- Owns: Xperia Z Ultra
- Owns: Xperia Z3
- Xperia T
- Mobile Device User/Device Use Time
- More Categories
- Multicultural Affinity
- Politics (US)
- Purchase behavior
- Ramadan (Month)
- Soccer
- Travel
Zaključak
Da bi se dobro targetovalo zaista je potrebno poznavati ciljnu grupu. Da bi se prodalo, proizvod mora biti dobar.
Tako da samo postavljanje “fashion”, “shopping” i sličnog verovatno neće napraviti neke prodaje, već je potrebno malo se više pomučiti i pronaći interesovanja koja se poklapaju sa proizvodom koji se nudi.
Nadamo se da će ti ova lista i ovaj vodič biti od pomoći. Ako imaš bilo kakva pitanja, tu smo, iskoristi polje za komentare i pitaj nas.
