You’ve been into Facebook advertising, hoping that it will help you increase your customer base and profits. You adjusted your ad copy, used different images, CTA, etc. However, for some reason, you did not see any significant return on your investment.
Here are 5 effective ways to target Facebook that you should target your Facebook ads to to turn them from failure into a profitable driver.
Instructions on how to target Facebook effectively
Create a custom audience
Facebook advertising works on a fairly simple logic. If you don’t want to waste money, target a specific group of people before running your ad. If you do not know how to target Facebook effectively, you will definitely lose money and your ads will not reach the right audience.
If you target your ads to men, ages 20-50, surely more people will see your sponsored posts, but how many of them are interested in the product you’re promoting? fox?
Categorize your leads by creating highly targeted custom audiences. Facebook allows you to create custom audiences based on a number of variables, such as customer file, website traffic, app activity, offline activity, and engagement.
With each of these custom audience options, you can get even MORE targeted. For example, you can create an audience of people who have visited a specific page on your site and then run ads only to that group of people.
Make sure you tailor your ads to each custom audience segment so that your ad copy, CTA, and images are all relevant to the problems you solve for this group of people.
Run a test segmenting specific audience segments
In addition to creating a simple custom audience, you can also learn more about your potential customers by segmenting test audience segments within these custom audiences.
Imagine that your company sells organic, plant-based hand creams. You choose to target your ads to the group of people who have visited a page on your website that is specifically linked to a plant-based hand cream. This tells you that this customer has at least some interest in this product.
However, in most cases, this audience does not necessarily convert into customers. So there are a few things you can do to figure out which audience segments are more likely to buy your product.
For example, your custom audience might include people ages 18-65 and older, but you can segment them based on age groups like 18-25, 25-35, 35-45, etc. By running the same ad set for each of these age groups individually, you can determine that one or two age groups in your larger audience are more likely to convert to customers. This then allows you to focus on this age group with your campaigns in the future and lower your cost per conversion. This is an effective way to target Facebook that is applied by many people and has been successful.
Doing this is pretty simple from the Facebook ad manager. All you do is duplicate the Ads set in your campaign and choose to target a different age group.
You can use the same removal process to check for other demographic factors like geography, gender, etc., but for better results you should only test one factor at a time. .
Extra tip: Use images tailored to each audience segment. For example, if your value proposition is targeted at couples, use photos of the couples in your ad. If you’re targeting women between the ages of 35-45, use a photo of a woman in that age range as your image. The more relevant your ad’s images and content are to your target audience, the more effectively it converts.
Focus on targeted locations
Think of it this way: if you run a pizzeria in Melbourne, does it make sense to advertise it to people in Sydney? Chances are not, because the chances of someone hopping on a 2-hour flight just to taste your pizza are pretty low even non-existent.
As a rule of thumb, if you run a locally based business, make sure to target potential customers within a 10-20 km radius around your location.
An effective way to find and reach people around your business is to use local awareness advertising. This feature allows you to access recent location functionality and target potential customers closest to your business.
Mine audience insights to understand your potential customers
Who are your site visitors? Why do they like it? How can you best target your ads to improve your chances of getting a conversion?
These are the important questions you need to ask yourself before launching a Facebook ad campaign. If you don’t know what excites customers, it will be difficult to convince them to click your ad.
Fortunately, Audience Insights has the answers to most of these questions. From demographic data like gender, education, job and relationship status, to lifestyle information, online behavior, passions, etc., Audience Insights is a goldmine for any home any marketing. How to effectively target Facebook you must first understand the Audience Insights tool.
Separate mobile and desktop campaigns
Smartphones are now the most common way to access the internet. So you need to get up to speed if you want to stay relevant in this mobile-first world.
One of the most important rules you should follow if you want to create effective Facebook ads is to make sure that you’re not using the same design for both your mobile and desktop campaigns.
And, here’s why:
- Different audiences: People who use a mobile app may not be able to use it on desktop, and vice versa. As of the end of 2016, there were over 1 billion mobile-only users, so you need to decide where you want to invest and target.
- Image optimization: Use an image size guide to figure out the size and shape of your ad. It tells you how your ads will look on desktop and mobile apps and what you need to tweak.
You may think your ad looks great on desktop, but what if your ad is shown to primarily mobile users and they can’t see half of the image or any text? Either way, you’re wasting money.
Spending money on Facebook ads is easy and sometimes you will lose more money than you think if you do not know how to target Facebook effectively.
Ensuring that your ads reach the right audience and that people who click on your ads can use the information provided, you won’t have to worry about budget headaches. To achieve this, you need to accurately categorize and design separate ads for each group.