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How to Target Your Ideal Client Through Facebook Ads

November 05, 2014 3:17 PM | Cassie Olson

How would you like learn the secret of social-media targeted ads? When we start to look closely at our ideal client we begin to discover similar characteristics. With targeted ads, we are able to use those common traits to ultimately make our marketing efforts more successful.

Unfortunately, because of the recent changes in Facebook's algorithm you are unlikely to see any new traffic to your Facebook page unless it's through a paid ad. Facebook is a platform where content marketing is key. You want potential clients to see an image, video, or article that is interesting and relevant to them. 

First, you must determine who your ideal clients are: career-changers, college students, executives, IT professionals, etc. Next, start to explore the similar characteristics and attributes of your ideal clients. How old are they? Are they typically male or female? What is their income bracket? What are they interested in?

In order to create an advertisement through Facebook, first you must have a company page. Then simply go to the dropdown arrow and click, “Create Ads." Next, select the type of results you want for your ads. If you are seeking direct sales, I recommend using the, “Clicks to Website,” option. However, if you are looking to increase the number of likes on your business page and build an audience, then, “Page Likes,” would be a good option.

Once you are brought to the ad creation page, I recommend that you unselect the right column option. The reason being that only a very small percentage of people actually click on right column ads; therefore, they have a very low ROI (return on investment). However, it’s important to experiment and find out what works best for you and your business! 

Next, select your audience. You can see that there are A LOT more options for targeting on Facebook versus LinkedIn. You can see that without any filters the potential reach starts at 15 million people.

You can start to narrow down your target audience by first focusing on age. The example below is targeted towards parents of college graduates. Most college students graduate between the ages of 22-25, and most people become parents between the ages of 26-35, therefore I set the age range to 48-58.

I also specifically targeted those who have identified themselves as parents, who are college grads, and who are on the higher-end of the income bracket.

Action Steps BEFORE Setting Up Social Media Ads:

  1. For a week or two, spend ten minutes per day researching your target market using tools such asKeyword SpyISpionage, and Pew Research.
  2. Set aside 20-30 minutes to consider what the pain points are for your potential clients.
  3. Devise with one or two potential ideas for content that will solve your clients' pain points.

Your First Campaign: Start Out Small

Begin with a small budget of $15-$20. You may not see a lot of traffic because of this low budget, but it will give you a good idea of how strong your message is. It will also give you a chance to make adjustments before you invest in a larger campaign. Bottom line, you don’t want to invest too much before you know that everything is working properly. You can also run A/B tests to test out different copy writing techniques.

Now that you know the secrets to Facebook marketing go try it out! Please reach out to me if you have any questions at

Cassie Olsonis a professional résumé writer currently serving as The NRWA Marketing Chair. She has managed the career services department as the Director of Career Services at a for-profit college. In June of 2013, she started her own career services business called Career Confidence. Career Confidence, specializing in an all-inclusive career services package designed to guide and support her clients throughout their career search. She also shows clients how to stand out above the crowd with infographic and online résumés. Her professional background mainly includes working with college graduates, one of whom recently started a communications internship at Facebook.

The National Résumé Writers' Association
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