As a financial advisor, you know the importance of generating qualified leads. Facebook can be a powerful tool in helping you reach potential clients, but if your targeting criteria is not well thought out, it can lead to wasted time and resources.

So, what is Facebook targeting? It refers to the specific criteria that you or a vendor you’re working with puts into Facebook’s system to determine the types of people who will see your ad. This is critical because you want to reach the right audience – people who are more likely to become clients.

One common mistake that advisors make is to focus solely on generating leads, without considering the quality of those leads. You may be excited when you receive a large number of leads in a short period of time, but it’s important to look beyond the quantity and focus on the quality. If your targeting is too broad or not well thought out, you may end up with unqualified leads who are unlikely to become clients.

One of the reasons Facebook is so popular is because it offers a wide range of targeting options beyond basic demographics like age, zip code, and income level. You can also target people based on interests, behaviors, and even specific pages they follow. Testing different criteria and audiences can help you identify which ones tend to deliver higher quality leads.

It’s important to have a conversation with any vendor you hire to run your Facebook campaign. Make sure they understand your target audience and that they are using the right criteria to reach them. You don’t want to fall for the “vendor gotcha” where they spend all your ad budget on a campaign with no targeting criteria, just to bring you a ton of leads quickly, only to find out later that the leads are low quality.

If you’re running your Facebook campaign in-house, make sure you have a solid understanding of targeting criteria and how to execute on it correctly. The key is to be deliberate and thoughtful in your targeting efforts, so that you can generate qualified leads and ultimately, grow your business.

In summary, Facebook targeting is a critical aspect of any successful campaign. It’s important to work with a vendor who understands your target audience and uses the right criteria to reach them. If you’re running your campaign in-house, make sure you have a solid understanding of targeting criteria and how to execute on it correctly. By doing so, you’ll be able to generate qualified leads and ultimately, grow your business.