Facebook has become a part of our everyday life. We pick up our smartphones or turn on our laptops and visit Facebook to see what’s going on. At this point, it’s difficult to imagine a life before Facebook. Whether it’s events, product launches, or politics, Facebook has enabled us to share information easily.
Today, this social media platform has over 2.80 billion monthly active users. It connects more people than any other network ever has in the past. And companies are aware of this. The popularity of social media (and Facebook) has encouraged brands to rethink their advertising strategies and how they promote products or services online. And millions of businesses around the world leverage Facebook to connect with their customers. That’s why it’s crucial that businesses follow the trends on this social media network, especially those relating to Facebook ad targeting.
Reaching the right audience on Facebook helps you achieve various marketing goals. By getting in front of prospective clients using this platform, you might convert these people into your customers. You might also increase engagement and raise brand awareness. These are just some of the objectives precise targeting can help you fulfill!
If you want to work on your targeting strategy, you’ve come to the right place! In this article, we’ll give you useful tips on how you can improve your Facebook ad targeting and attract customers to your business!
As a publisher or content creator, you have a chance to target audiences on Facebook with numerous different ad formats and many ad targeting parameters. This is what marketers need to develop effective advertising strategies!
Mastering your Facebook targeting strategy introduces your brand to specific and often motivated segments of your audience. This is important at the time when users spend an average of 19.5 hours on the Facebook app every month. With this in mind, we’ve prepared four useful Facebook ad targeting strategies you can rely on!
In the beginning, Facebook was only seen as a network people used to pass the time. It couldn’t provide advertisers with valuable consumer insight. However, that changed when Facebook forged partnerships with data brokers that have access to data transactions.
All of a sudden, Facebook knew much more about its users. The company had data that could help advertisers form a clear picture about their customers. This gave advertisers the power to tap into insights that matched to individual user profiles. Today, advertisers on Facebook rely on this data to target audience segments by various purchasing behaviors.
So, we suggest you target your ads based on consumer behavior on Facebook, especially looking into prior purchases made by customers. This will significantly improve your Facebook ad targeting!
Facebook custom audiences are a feature that enable you to connect with people who have engaged with your business, online and off. How is this beneficial? Well, for one, getting in front of your existing customers on their go-to social network draws their attention to your brand, but also gives you a chance to increase loyalty and order frequency.
Of course, you can use this feature to improve the efficacy of your campaigns and exclude your existing customer list as well. For instance, you might decide to offer a free trial to new users. In this case, you don’t need to promote this offer to your loyal customers.
However, if you do want to target your existing customers, you can focus on those working in a specific job function, making a set amount of money per year, and living in a certain area. Perhaps this kind of targeting will unearth customers who will become even more loyal to your brand, thus spending more money on your products or services.
Furthermore, with advanced Facebook ad targeting, you could even get in front of people who visited your company’s blog with offers to try out your product. They showed interest in your brand and visited your website, but they didn’t convert in the end. Use custom audiences to ensure they do convert!
Once you develop an efficient custom audiences strategy, you should focus on the feature known as lookalike audiences. This feature enables you to reach new people who are likely to be interested in your business because they have similar behavior to that of your existing customers. Basically, lookalike audiences let you expand beyond your reach to target highly specific profiles as they create audiences that look like your targets.
In case you don’t have a huge Facebook following, you can still create lookalike audiences with the help of a tracking pixel.
What’s more, your job is to specify your audience, i.e. whether you want them to be more similar to your original audience or not. Once you do, Facebook will find the circle of users with similar traits.
Let’s see our last tip that can take your Facebook ad targeting to the next level!
Facebook introduced ad relevance diagnostics to help advertisers detect underperforming ads that aren’t meeting their objectives. There are three things to pay attention to here:
Internet users prefer to see ads that are relevant to them. And when you deliver your ads to relevant audiences, you will get better results. Facebook considers how relevant an ad is to a person before showing it to that person. After all, the whole point of Facebook ad targeting is to expose your ad to the specific audience that is more likely to take some action based on the ad. This is what relevance is all about.
If your ads aren’t performing as well as you expected, you can use the ad relevance diagnostics to detect opportunities to improve your targeting!
When you’re working on your Facebook ad targeting strategy, you don’t need to go with just one of the tips we mentioned in the article. Quite the contrary, we suggest you check each of them out and see how they might fit your goals. But don’t forget to always figure out who you want to reach before launching your campaigns!