Facebook lets you target your ads to nearly any conceivable audience, but using ad targeting effectively requires in-depth insight into your target market. Combining Facebook’s targeting options with the knowledge you get from construction market data lets you maximize your ad budget.
Demographics
For any business in the construction industry, location is one of the most valuable Facebook targeting options. A careful review of building permit applications in your area will show you what construction projects are going on where. With a mapping tool, you can see projects around your area at a glance. If you spot an upward trend in kitchen remodeling in a certain ZIP code, you might target that area with ads for your construction services or for countertops, floor coverings or other remodeling-related protects you sell.
Interests
Knowing what projects are popular in your area gives you valuable information about the local market’s interests, even if you don’t work directly on those types of projects. If you sell tile and stone products and notice an increase in pool and spa installation permits, you might focus on advertising your pool patio stone. If you learn kitchen and bathroom remodels are booming, you might decide to invest more in ads for your countertop and flooring material instead.
To attract more clients for garage construction, you can target those who list their interests as Automobiles or any other vehicle your clients are likely to have. Specialize in home remodels using eco-friendly building materials? Try targeting owners of electric vehicles or hybrids who have a demonstrated interest in sustainability.
Home Ownership
Using building permit data to find out where the remodeling is going on lets you take better advantage of Facebook’s Year Home Built and Home Value targeting options. A cluster of remodeling and renovation jobs in a certain neighborhood shows you where the homes are older and their owners have money for upgrades. You can then target your ads toward owners of older homes in that location.
To learn more about using construction market data to optimize Facebook ads, contact Construction Monitor.