Even though we’re in the middle of a pandemic, it’s still possible to get new students for your virtual online classes. (And after the lockdown ends, if they really like your virtual classes, think of how much they’ll like your in person ones). One excellent way to find new people is to use Facebook paid advertising.

There are many things that go into a Facebook ad, but one very important aspect of a good ad is to use Facebook’s ad targeting. Many people aren’t aware that Facebook allows you to target the kind of person that will see your ads.

For a martial arts business, this is a big deal, because you don’t want your ad to be shown to older women in their fifties, for example. While it’s not impossible that an older women in her fifties will join your dojo or martial arts school, it is rather unlikely. So if you want to make sure that the people seeing your ad are the most likely to actually join your school, you can use Facebook Ad targeting.

You can target the type of person who will see your ad in many different ways. You can target them based on location, which is important because if you live in Rochester, NY, you don’t want to waste money showing ads to people in California. You can also choose age range and gender.

And actually you can get even more nuanced than that. You can even target an audience by their interests or behaviors, engagement, and more. For example, if they have an interest in martial arts, you can target them so that Facebook will show your ads to them. Or if you are going after school aged children, you can target parents with children of various age ranges.

The key to finding which audience to target and to make the best use of your ad dollars, is to find out what your target market is. That means, what type of person is the most likely to join your school or dojo? You can answer this question by looking at the students you already have. Are most of them children? What gender do they tend to be? What’s their typical age range if they’re adults?

Once you know the answers to these questions, you can tailor your ad to appeal to them, and then tell Facebook to only show your ads to those people.

There is a lot more to making an ad work than targeting the right audience, but that is a start. You also want to do A/B testing of ads, to see what works, but that’s for another blog. For now, if you target the right audience that will actually buy from you, then you won’t be showing your ad to people who will never become students anyway. This will make your ads more effective.

To learn more about how to use ad targeting for Facebook ads, go to https://sproutsocial.com/insights/facebook-ad-targeting/. It has some of the more technical details to really get into properly targeting your ad.