Facebook advertising can be scary, especially if you’re not a social media expert. Having a go and experimenting with different strategies can really help your success when it comes down to it!
The success of your Facebook campaign is fundamentally connected to targeting, like any marketing activity. Targeting is the single most important element in the entire ad mix. Your advertising goal should be to nail your targeting. When you nail it, you gain the benefits of a high Relevance Score, high conversion rate, lower costs… and, in reality, better results.
So how can YOU nail it?
I have Three Facebook Ad Targeting Strategies for Guaranteed Success.
- Target Your Existing Audiences
You probably already have a Facebook page (if you don’t you need to go over to Facebook, right now and get one happening). If you have a Facebook page for your brand, on your page, you may already have a few hundred, maybe a few thousand fans. The first thing you should consider is targeting them.
You have probably heard about Facebook’s shitty reach these days. The chances are, most of your fans don’t see most of your updates. Targeting them would make a fab idea.
Why? They are your fans! They have already showed interest in you and your brand. When they are given the right opportunity, fans will likely become regular visitors, subscribers, or customers to your business.
Another great way is to target your existing email list. You can upload your email list to Facebook and target your subscribers with your advertising. Although, you can only target those people who are subscribed with the same email that they use for Facebook. Don’t worry, Facebook will “clean” your list as you upload it. Yay!
Also, targeting your website visitors is a powerful move, because you’ve already done a whole lot to attract them to your site in the first place.
The first thing you’ll need to do is place a Facebook Pixel on your site. Even if you don’t plan to target your visitors in the near future, I strongly suggest you put in place your pixel right now. So when you do decide to target your website visitors, you’ll already have a bunch of people in your target group. If you don’t know how to create a Facebook Pixel, click here and check it out, it’s easy.
What is good about adding a Facebook Pixel to your website, is you can target your website visitors by creating Custom Audiences. It enables you target those people who visited your site in the past 7, 30, 60, or any other number of days.
For example, you can target people who visited your blog page on Facebook advertising and show them ads of a promotion that may relate to a product/service on the blog post they had previously seen.
- Target Your Competitors Audiences
This targeting strategy can be awesome value because you’re targeting people who have shown interest in your niche. Start by creating several ad sets in one Facebook campaign. Then you can target fans of each competitor with a different ad set. The reason to make a different ad set for each competitor is because it’s the best way to know which competitor’s fans are converting best for you.
At this point, you may be wondering how can you target the pages of your competitors.
It’s quite easy actually. You enter the name of the page you want to target in the Interests field. Sometimes Facebook won’t find every single page name you enter. That’s a well-known Facebook stuff up and there’s really nothing you can do about it.
- Target Lookalike Audiences
We are moving further away from your core followers, but lookalike audiences should still be inside your target groups.
Targeting Lookalike Audiences is a way to reach new people who are likely to be interested in your business. Facebook helps you find people who share similar traits to the people you already have in your audience. You can base your Lookalike Audience on a variety of sources such as people who like your page, or visited your website.
Lookalike Audiences are so powerful because they help you expand and scale your ideal audience. You’ll sometimes struggle to target new people continuously, and Lookalike Audiences will help you with just that.
So next time you are planning on boosting a post or advertising on Facebook, have a go at these three strategies, instead of just targeting random people pull the focus in to those who are more relevant to your brand, and more likely to respond to your ad.