Targeting audiences on Facebook is more than just putting up ads. However, it takes effort and heart to master your targeting strategy on a platform that’s heavily utilized by users every day.
Here are a few game-changing ad targeting strategies that you can use on Facebook starting today.
- Learn Recent Purchasing Behavior Among Facebook Users
“Since early 2013, Facebook has had access to trillions of data transactions each year, thanks to their team-up with data brokers like Epsilon, Acxiom, and Datalogix,” says Mackenzie Edgley, a business writer at Australianhelp and Paperfellows. “Pretty soon, Facebook knew about your likes, your time spent on mobile apps like Farmville and Candy Crush, your interests, etc. This gives advertisers the ability to reach out to target audiences based on their purchasing behaviors and interests. By simply categorizing and subcategorizing this data can help you target the right people when advertising your product or service. The possibilities are endless.”
- Mine Google Analytics
It’s imperative to use all your data and analytics to perform marketing research on who your targeted audiences should be.
If your Facebook Page is new, use Google Analytics to see what types of traffic you’ll need for your website (info found in the Audience reports tab). You’ll see breakdowns of demographics, interests, geographic locations, devices, etc., which will be very useful for your Facebook Ad targeting.
Even if your page is active, this information is vital in understanding what performs well, and what needs to be refined immediately.
- Nurture Leads And Build Loyalty
Facebook Custom Audiences let you connect on Facebook with your existing contacts by not only reinforcing your brand to existing customers and app users, but also allowing to increase lifetime customer value, order frequency, and loyalty.
Also, you can make a distinction between existing users to new users. For example, you can offer a free trial to new users, while offering loyalty rewards and exclusives to your existing customer base. This helps you create more effective campaign, and avoid wasted clicks.
Custom Audiences can also help you categorize users based on specific job function, income, zip code, etc. So, if you’re looking for certain people to look into your brand (product or service), this feature is extremely helpful.
- Remarket To Site Visitors
“Targeted remarketing is a great way to increase conversions, because the more you get your brand in front of people, the more likely these people will buy from you,” says Scarlett Mackintosh, a marketer at Stateofwriting and Boomessays. “Whether you target audiences based on a certain niche, or based on a different category, you’ll need a tool that can help you scale your Facebook remarketing campaigns by sending related content automatically based on audience behavior.”
Facebook Pixel can help you get the job done. First, create a Pixel on your Facebook Ads Manager account. Pixels are cookies used by Facebook and Google to track your website visitors. After creating and installing a Pixel in your website’s code, you’ll be able to remarket across these channels. With the Pixel, Facebook can track any bounced users on its platform to display ads; and, depending on which page these users left from, different ads can be served.
- Use Layer Targeting Options
What if you can layer targeting options on top of one another, to make your audience more and more specific? Well, you can with Facebook Ads.
You can refine your audience by behaviors, demographics, and geolocation data, until you’re down to a handful of people. Once you have those users in mind, you can create ads and offers specially for them, thus customizing your targeted audiences.
By layering your targeted audiences, you can get in front of them and sell your product or service with ease.
When used correctly, Facebook Ads can help you put users through your conversion funnel, and help drive sales. Instead of spending thousands of dollars for no reason (or to try to drive sales, if that’s the only reason), using these targeting strategies on Facebook won’t cost you a thing, if you use it right.
But the most important thing to remember is to create compelling and engaging content with great calls-to-action, or else your ads won’t function well.
Finally, be sure to set up multiple ways to segment your audience. Targeting new users and retargeting existing users are key to successfully run your Facebook Ad campaigns.
ABOUT THE AUTHOR
Molly Crockett writes for Ukwritings and Academized, and teaches writing skills for Essayroo. As a health writer, she shares nutrition tips, healthy recipes, and stories on her diet journey to her audience.