Here’s a pretty good question I got from the Ask Away post -
“Are there any techniques you could share for targeting specific races of FB? If I have an offer that’s demographics lie within a specific race, what can I do to target on FB?”
This really shouldn’t take long to explain. There are a couple ways you can go around doing this.
Number 1 is keywords. If you don’t know what keywords your race is that you’d like to target, I’d suggest going in to Google and typing in something like “(race) forums” or community, social network, website, blog, etc. Take a look at the keywords in the meta-tags. Target those. Also, take a look at what is being discussed on the website. If they are talking about ex. Fishing, add fishing to your keyword list. Target one keyword per ad and track conversions by that keyword level.
Another simple way is to take a look at census data. Target on the city level. Check this out: List of U.S. cities with large African American populations. Target cities that contain a high percentage of the race of people you are trying to target. Or, target home countries if the offer allows international promotion. That’s a no-brainer, though.
Colleges often publish demographic data as well. If you find a college with a high density of one race, chances are the surrounding area/city can also be included there.
There are also “work places” you could probably target, as well.
And that is how you racially target. I’m sure there are others out there that know some better tactics, but I’ve found this usually works for me. I’ve heard people turning large ROI running racially targeted campaigns with LPs built specifically to that race.