As Advertising evolves, new ways spring up almost every week on how to make online marketing a walk in the park literally.
Facebook is the largest social media platform online internationally today. According to its website, they have over 2 billion active users.
Targeting is a new technique where online advertisers can target the most receptive audiences with certain traits, based on the product or service the advertiser is promoting.
There are various ad formats and possible ad targeting parameters such as audience targeting, location targeting etc.
Mastering Facebook’s targeting strategies get your product or service in front of very specific and motivated segments of your audience.
Making use of the most of opportunities at the right time with the most effective strategies, will pay off abundantly for your business.
Firstly, there are 3 types of Facebook ads, they include;
This is the cheapest options for advertising though they have the lowest average click-through rates.
This is rated the most expensive ad format on Facebook and have the highest average click-through rates.
Mobile news feed
This set of ads are specifically designed for display on mobile devices.
Are you looking for new ways to reach your ideal audience with Facebook Ads? Here are 5 great Facebook ad targeting strategies guide for businesses.
1. Optimize your ad to tell the right story
Identifying your audience and their purchase behaviors is only the first step to conversions. After tracking your potential buyers, you have to present an appealing story or feed that they specifically find interesting and relevant to them. Your ads need to stand out from that of your competitors.
It’s important that you’re pushing out ads to the right demographics which will generate high converting results.
Facebook has access to the activities and digital footprints of its users which help you segment your audience via their purchase behaviors.
Purchasing behavior subcategories include buyer profiles, clothing, food & drink etc. within each subcategory, you can narrow down into types of specific behaviors such as targeting foodies, fashionistas etc.
Facebook shows how many user profiles can be targeted in each sub category based on their offline transaction – based data.
The utmost aim is getting people to click on your ads and purchase your product/ service.
Below are a few tips on how to have to be great at Facebook marketing;
- Make the most out of the title, body text and image.
- Use proper grammar and punctuations
- Use an appealing image that represent your product truthfully.
- Keep competitors’ products in mind when drafting your ad, stand out.
- Lastly, always have a call to action.
The options here are limitless. Get in there and explore!
2. Get creative with life events targeting
Life events occurs every time and people update their timelines with these events. Certain businesses are focused on selling experiences to people going through major life events.
Moving services want to advertise to people who just purchased a new house or apartment. Wedding photographers target people who are engaged.
Facebook has pretty much every conceivable life event targeting option since people tend to post these on their timelines.
The Life Events parameter is unique, you can choose to target people at specific intervals of time after the change.
For example, a jewelry company would obviously be interested in advertising to people celebrating their one-year anniversary, so they could target people who were newlyweds one year ago. The date ranges possible are 3 months, 6 months and one year.
3. Use Email or Segmented Customer Lists for Targeting (or Excluding)
You might be doing a great job acquiring new leads but they are not converting? lead generation is one ways to strategically usher a customer smoothly from the top of the purchase funnel to the bottom by building relationships and credibility; thereby earning the lead’s sale only when he/she is ready.
The best way to start a successful lead generation campaign is providing broad information on your industry, prospects find you without having to search your company name.
They then begin to rate as a leader in your space and come back visiting your site.
You provide relevant information that provides a more specific approach to solving problems and then ultimately your brand, they can consume at their own pace and see value in doing business with your brand.
Facebook Custom Audiences is an advanced feature that allows you to retarget your existing customers, reinforce your brand, it also gives the opportunity to increase lifetime customer value, order frequency and of course loyalty.
Facebook custom audiences can be adjusted and refined to represent your audience personas in different conversion stages.
Custom Audiences are created by uploading your customer phone list, or email list in CSV or TXT format, to Facebook. You can also create a Custom Audience based on your website visitors (and specific pages visited on your site), or on specific actions taken within your game or app.
You could target your existing customers who work in a specific job function, make XX amount of money per year, and live in a certain location with a higher value product offer, if those insights told you these people are more apt to be your affluent customers.
The number of different demographics points you can target and combine is amazing, from monthly income, marital status, parental status, interests, location – it’s all in there, and more.
A successful Facebook targeting campaign is best done through the use of a sales funnel. Each stage of the sales funnel demands different advertising approach to customize targeted offers for the best conversion rates. Facebook is on the best platforms for targeting people at various buying stages.
Here’s a breakdown of how the sales funnel works;
Top of the funnel:
These are people who stumble on your website and visit but they don’t engage with any content or offers.
Middle of the funnel:
People that have come to your blog via search engine results or social media, but have left after reading a couple of articles.
Bottom of the funnel:
People that keep returning to your website for more insight, they trust your brand and are more likely to make a purchase in the future or share your content on Facebook.
Landing page visitors:
Prospects that have landed on specific landing page and are interested in that particular products or features. You have gained another lead to nurture.
Shopping cart abandoners:
People who almost bought from you and need that extra nudge and nurture to complete their purchase.
Great customers that delight in your product or service, they are your brand advocates, voice on social media platforms and drivers of word of mouth advertising.
4. Expand to a lookalike audience
Lookalike audiences are new people who might likely be interested in your product/business because they have similar traits to your existing customers.
This is the next logical step once you have a good custom audiences’ strategy figured out. If you don’t have an email or phone list, you can mirror your Facebook fan base.
Lookalikes allow you to expand beyond your reach but still target people with specific profiles by creating audiences that look like your target audience.
If you don’t have an existing Facebook fan base, you can create a lookalike audience using a tracking pixel to mirror your website custom audience.
Once the audience to replicate and expand on has been decided you can either make the audience larger or smaller (more specific and similar to your original audience).
At the most similar level, Facebook will find you the top 1% of users with similar traits in your target country. At the opposite level, optimizing for reach, Facebook will display your ads to the 10% of users in your target location who are alike with your target audience.
5. Get noticed with layered targeting
Facebook ads gives you the opportunity to layer targeting options on top of one another, gradually making your audience more and more specific.
Hypertargeting helps you narrow your audience and serve your ads to the most relevant segment of your target audience. It shows the ads to only specific people who meet these criteria.
You can use combinations of behaviors, demographics, geolocation data to reduce your audience to as little as one person who will most likely convert.
However, it’s the ability to match ad creative and offers to smaller relevant audiences curated using combinations of specific data.
For example, a moving company promoting a special discount for senior citizens could target people who purchased an apartment within the last month, layered with an age range of 50 years old or greater and their locations.
Or, a retailer selling baby diapers could target new parents who have purchased diapers and wipes. Imagine the ability to speak directly to the parent experiencing those sleepless night with such targeted messaging. Your messaging can be structured to speak directly to that problem and offer your solution.
In conclusion, Facebook advertising is a powerful tool in this modern day that can be used to pull your target audiences through your sales funnel all the way to a successful sales conversion that will guarantee an increase in ROI.
However, just like every other digital marketing strategy, if not used correctly can backfire, with these strategies listed above, you have the power to turn your business to the next profit level.