Now that you've successfully chosen your ad objective it's time to choose which audience you want to target your ad to. You will see several options including:
Location
Target your ads to people based on country, state, province, city or zip code. This is crucial if your business only services certain markets. You don’t want to pay to advertise to people outside your service area!
Age
Set the age range you want your ads to reach. Targeting to an older audience who are more likely to own a home is a good idea. We target our ads to an audience between 24 – 54 years.
Gender
Changing the targeted gender to reflect the image that accompanies the ad can help drive more valuable impressions.
Detailed Targeting
This is where you can get specific. There are many options organized into three groups - Demographics, Interests and Behaviors. Here are a few helpful ones:
Demographics > Income:
Target users who are in the top 5% – 50% of household incomes within their market. Your services are high-end, so let your advertising and targeting reflect that.
Demographics > Relationship Status:
Users who are engaged or married are more likely to be purchasing or already own a home that they want to protect.
Demographics > Parents:
One of the key triggers for people investing in home security is when they become parents. Consider pairing this targeting with ad content focused on new parents and protecting children.
Interests > Consumer Electronics:
A good choice if you’re looking to reach a tech-forward audience, particularly for new Alarm.com features like Video Analytics.
Behaviors > Small Business Owners:
Target content directly to small business owners. This is a great option if you are trying to promote The Alarm.com for Business solution.
Behaviors > Engaged Shoppers:
Engaged shoppers make informed purchasing decisions and become engaged users.
While targeting is crucial to ad performance you don’t want to implement too many targeting options and make your potential audience too small. Best practice is to use the location and age tools and then overlay two to three of the detailed targeting options.
Facebook provides a barometer on the right side of the screen that monitors if your audience is too specific (less than 5,000) or broad (more than 250 million). Aim to keep your audience size in the middle.
If you’re interested in running ads on Facebook, but don’t have the time or resources to manage it yourself, we’ve partnered with an agency that will manage your Facebook ads for you. Head to the Sales & Marketing Portal to set up a consultation or reach out to PartnerMarketing@alarm.com.