It’s important that you choose the right people to show your ad to.
The more relevant your ad is to your audience, the higher chance that your ad will resonate with your audience and your audience will take action.
There are two main aspects of choosing the right audience: Demographics & Psychographics.
In demographics, you will choose the location, age, and gender of your audience. When choosing demographics, it’s best if you think of what fits the product or service you are trying to promote.
For example, if you are promoting a higher-priced menu item, then you probably want people who have more established income. People with more established income are probably a little bit older. I tend to choose people 25+ when promoting a higher priced menu item.
When choosing location, it’s obvious to choose the city that your restaurant is in. However, don’t miss the dropdown selection just above the location selection where you can choose between:
- People living or recently in this location – people whose home or recent location is within the selected area
- People recently in this location – people whose home is within the selected area
- People living in this location – people whose most recent location is within the selected area
- People traveling in this location – people whose most recent location is within the selected area but whose home is more than 125mi/200km away.
During this time when people are staying home, I chose ‘People living in this location’ only.
Also depending on what menu item you are promoting you can choose a gender. I generally like to keep gender at ‘All’ no matter which product or service I’m promoting unless my data really skews towards one gender only.
Psychographics can be described as how people behave and act.
I believe that psychographics are much more powerful than demographics because people are interested in different products and services because of how they live, not what age, gender or location they are in.
For example, if someone is selling guns to moms, how would they get sales?
Would they target females between the age of 25 and 65?
Or, would they target females between the age of 25 and 65, who also read Gun magazines and constantly engage with Gun brands?
The latter seems much more likely.
Here are some questions you can ask about your audience to find the right psychographics:
- What events do they attend?
- What brands do they engage with frequently?
- What publications do they read?
- What personal brands do they follow?
Once you know the answer to these, you can input them in the interests field to see if they exist.
Most of your menu items should exist in these interest lists as well. Make sure to check for different spelling or synonyms of your menu items.
Once you select your options, click on continue, which will take us to inputting the text and media for our ad.