Facebook Targeting: How to Find Your Audience for Advertising. Techniques You Didn’t Know About Before
by Angela Baker
Today, over 6 million businesses are using Facebook ads to reach their prospective customers. So it’s not a big surprise that it’s getting more challenging for companies to create Facebook ads that stand out from the crowd.
If you want to boost your efforts, you should learn how to apply advanced targeting techniques. In this article, you will find information on how to improve your targeting strategy and achieve desired results.
Show your ad to users who have visited your website
Do you know what is the easiest, yet the most effective ways to boost your Facebook targeting efforts? Serving your ads to people who have already visited your website, but haven’t completed the checkout process.
These Facebook users have already shown an interest in your company and your products. And now you should convince them to make a purchase.
To make this approach work, you should set up website retargeting. The first step you should make take is to install the pixel to your site to start building your audience.
And the second step you should take is to select the “Website Traffic” to set up custom audiences from your website. Here you can choose all the website traffic and exclude traffic from the specific pages.
Learn more about your current customers
The success of Facebook targeting always depends on how well you know your target audience. If you do not know exactly what interests your target audience has, you will never achieve high results.
If you want to research your target audience on Facebook, do the following:
- Choose from 20 to 100 customers as well as people who are engaging a lot with your brand
- Visit their profiles and check what kind of posts they share, what brands they follow, what pages they like
- Summarize your findings and list top 5 or ten interests of your target audience
- Use these interests to optimize your targeting strategy
“Audience research is a time-consuming process. But it’s the only right way to know your audience better and to understand what exactly it wants,” – says Carla Brown, head of marketing at WOW Grade and SupremeDissertations writing service.
Focus on specific interests
If you want to boost the effectiveness of Facebook targeting, you should know specific (not general) interests of your customers.
Let’s say you launch a Facebook ad campaign to sell Orleans Jazz Fest tickets. And your mission is to serve your ad to people who love Jazz more than any other music.
If you target people who listen to Frank Sinatra’s songs, the ROI of your ad campaign will be low. Because thousands of people, who listen to Frank Sinatra’s songs, are not Jazz fans indeed.
If you want to target the right audience, you should find people who love Blossom Dearie, the talented artist who is not known to a wide audience. In other words, you should look for the people who know what no one else would about the specific topic.
Pay attention to your secondary target audience
If you want to achieve high results, it doesn’t necessarily mean that you should focus on your core target audience. In some cases, it’s better to advertise your products to the secondary target market.
Let’s consider an example to understand how it works.
Imagine that you sell yoga mats, and your buyer persona is a 25-year-old woman. What results will you achieve if you show your ad to young females only?
Most companies that sell yoga equipment target the same audience. It means that young female Facebook users, who practice yoga, see dozens of similar Facebook ads daily. So it’s highly likely that your ad will be left unnoticed.
Now let’s think who else buy your products? Who is your secondary target audience? 40-year-old and older women and men also practice yoga. And even if they bring you only 10% of your revenue, you still should consider this group of buyers as your target audience.
Since most of your competitors do not target this audience, it will be easier for you to reach your buyers and get your brand noticed.
In other words, if the competition in your industry is getting fierce, try to show your products to your secondary target audience. It will allow you to boost ROI and keep the advertising budget on the same level.
Choose the right moment to show your ad
If you want to optimize your Facebook ad spend, show your ad to your target audience only at certain hours.
Let’s imagine that you want to promote dating sites. You know that the vast majority of people join dating sites at nights, not at business hours. So if you want to boost the effectiveness of your marketing campaign, you should show your ad to your target audience from 8 p.m. to 2 a.m.
Well, if you show the ad in the daytime, some users will do follow the link and check out your dating site. But it’s highly unlikely that they will have time to sign up and create an account.
So before you launch your ad campaign, analyze the online behavior of your target audience and schedule your posts. Define at what time of the day your prospective customers use Facebook and make purchases online.
Take advantage of advanced Facebook targeting features
Facebook updates its targeting system and adds new features regularly. If you want to get the most from Facebook marketing, you should keep up with the updates.
Some specific features can significantly simplify your approach to targeting. For instance, now Facebook allows targeting such group of users as “small business owners”, “technology early adopters”, and “technology late adopters”.
And if you sell high-tech products that can be interesting only for SaaS companies, you just need to choose the right settings: click “Behaviours”, then “Digital activities”, and select “technology late adopters”. And you are all set.
There is no limit to perfection. And whether your current targeting strategy works effectively or not, you can find a way to improve it.
Try to apply one or a few tips given in this article and see how it will influence your overall marketing efforts. Keep researching your target audience, test new Facebook targeting techniques, and you will lead your company to success.
August 11, 2019
May 31, 2019