Question · Paid ads
How do you target owners of a specific product with Meta ads?
Asked by an e-commerce founder · Answered by Nathan Frater ·
The short answer
Mostly, you don't target them yourself any more. Make five to eight really good videos that talk a lot about that product and what people use it for, point them at a page built for those owners, and Meta will do the targeting.
The instinct is to go hunting for them in Facebook groups or with detailed targeting settings. I get it, but the creative is the targeting now. If your video clearly speaks to people who own a particular product, Meta will show it to the people who engage with that topic.
So put the effort into the videos. Talk about the product they own and the way they use it, and talk about it a lot. You want someone who owns that thing to know straight away that the ad is for them. Five to eight good ones is enough to get going.
Then give them somewhere to land. A dedicated landing page for that product’s owners finishes the job. As long as that page is there, that’s it. It doesn’t need to be more complicated than that.
If you want extra reach on top, look for the Reddit communities where those owners hang out and test some ads there too.