This Facebook exercise helps students understand the different types of segmentation using Facebook’s automated advertising system.
Segmentation, Targeting Exercise
Your task: Go to Facebook.com and create and advertisement for a particular business. First choose a business or a brand to consider when you are doing the assignment. It is best to pick something big with which you are familiar. This will be important for the behavioral segmentation.
In this assignment you will create a Facebook advertisement that includes 4 types of segmentation methods: geographic, demographic, psychographic and behavioral (for your product category/business) (e.g. benefits sought/usage rate). Evaluate whether this is a good target or not for your business.
When you go to FB you will have to sign up to use their ad services. On your FB page there is an option on the left side column for Ads. Click on that to bring you to the business section. The page looks like below – click on the bar at the top – mine says Randi Priluck consulting, but I can also get my personal account. Use your personal account.
On the next page choose Brand Awareness campaign. Facebook allow you to chose different goals for your advertisement such as traffic, engagement, app installs etc.
Finally, on the page below choose segments to make your advertisement. Specifically make sure you have at least one demographic, one geographic, one psychographic and one behavioral segment in your target market.
Take a screen shot that shows all of your segmentations and write a brief note that explains the segments as follows:
Business: Men’s clothing store – discount
Geographic: US and Russia
Behavioral: Discount store shoppers
Evaluation: This is not a good target for my business. It is too broad and I should have more criteria for choosing perhaps based on narrower locations so I can really hone in on my target that is located near my stores.
A useful exercise for Chapter 2 in Social Media & Mobile Marketing Strategy – Oxford University Press 2017