Who should you target on Facebook when marketing broad products like sponges?
Facebook and other social media platforms have been revolutionary in the way we advertise very personal products to people. When we say personal we mean products that a very specific audience will love. It got to the point where most marketers would search Facebook’s targeting options first to find an audience, and THEN decide on a product that they will like. It still works, but most established businesses already have their products and want to find the right audience to sell to.
The sponge is a great example to use when explaining how to target people on Facebook if you’re selling something that isn’t really going to speak out to a specific audience.
There’s a few angles to take here and we love getting into this sort of thing. The key is to have multiple ads for the same sponge, so you can decide which ad to show which audience. Group your audiences into slightly relevant categories like:
- House Cleaning
House Cleaning: This sponge cleans your kitchen in a way that no other sponge can clean it!
Gardening: This sponge will clean your green house like no other sponge will (gardening isn’t our expertise…yet!)
Hygiene: Did you know using a sponge helps to remove more dirt from your body than just using your hands?
You get the picture…tailor your ads to groups of audiences so that the same product can be desirable to different interests.
We love this approach because it forces you to get creative and look at how your product can be used in many different ways.
Broad product, broad audience
The other way to go is to create the best ad ever for your boring product, showing off all the uses it could possibly have and then target a very broad audience. Target by country, age and gender then select ‘engaged shoppers’ and let Facebook do the rest. From there you can start to build up your retargeting and look-a-like audiences.
Oh before you go…
There is one more way to advertise sponges…