If you already advertise on Facebook, then chances are you’re well aware of how much great-value traffic you can find at affordable rates – as long as the product you advertise is up to scratch. If you’ve got something to sell or content you’d like as many people as possible to see, then it should become part of your marketing strategy sooner rather than later.
Crucially, the inherent value of Facebook advertising is not available as standard. You can’t just come up with an ad in five minutes, set a budget and go live with no strategy or effort. Such attempts might yield results, but we’d dare say that this is more down to luck rather than judgement. Instead, you should take the time to ensure that the right people see your ads. That means less spent on clicks from uninterested buyers and higher conversions – and the less you spend on each click, the better the bottom line looks.
If you’d like to refine your campaign by only showing your ads to the right kind of potential customer, try out the 10 featured tips below.
1. Don’t Narrow Your Focus Too Early
Unless you’re vastly experienced, it is best to start each campaign with fairly broad demographics. All you need to create a campaign is age, location and gender, and that might be enough to get a feel for the market. However, you should consider all of them while you dig deeper.
2. Interests are Where It’s At
None of the three demographic settings above come close to targeting by interests. First, you need to decide what else your ideal customer is interested in. Then, you need to tailor your ad and display settings to ensure that your product or service gets in front of them.
Also, think about the specifics. If you sell tennis rackets, there’s little point in using Roger Federer as a point of reference. Most people know who he is even without an in-depth knowledge of tennis. However, swapping out Roger for Grigor Dimitrov may give you a better chance to find the real tennis enthusiasts.
3. Get Acquainted with Facebook Custom Audiences
Whether we like it or not, Facebook knows plenty about the users that frequent its platform. The nature of the social network lends itself to understanding where people are, what they like and what they do. This is what makes Facebook advertising different from much of the competition, as you can tap into this knowledge as part of your campaigns. If your ideal customer lives in a specific city and is of a certain age, then you can home in on them quickly enough in the advertising dashboard.
There is some nuance to this, as you need to avoid the temptation to get too narrow, especially if you only run a single campaign. You might give up too quickly with the feeling that the ideal customer isn’t out there, but your settings weren’t broad enough to display your ad to every interested person.
4. Modify Audience Targeting for the Buying Cycle
Many advertisers that use custom audiences target a particular audience and then cool off for a while. That’s a decent strategy, as there’ll come a tipping point where you’ve reached most of your potential audience and they’ve either bought or passed. However, the length of time you spend on each audience needs to factor in the buying cycle.
If you sell digital information products, many potential customers will either buy there and then or not at all. If you sell cars, there’s more that goes into the purchase decision and the buying cycle is longer. You’d extend your campaign accordingly so that if your ad plants a seed, it’s still there when they opt to take the plunge.
5. Market to People that Want to Buy
Unless they’ve taken the tech-savvy approach, people tend to leave a footprint when they browse online. Love it or hate it, Facebook can often capitalise on this. You can too with the ‘Behaviours’ option in your ad dashboard. There are dozens of options that enable you to get your ad in front of people that are ready to purchase.
6. Consider Home-Ownership as a Factor
You could spend days digging around all the available targeting options, but home-ownership is a major favourite of ours. Homeowners tend to have more say in what goes on in their property. If your product or service would require landlord approval, you can eliminate tenants from seeing your ad.
7. Life Events are Particularly Relevant
If someone shares something on Facebook, you can bet that the platform takes notes on behalf of advertisers. The chances are your product or service is more relevant during certain times. You might perform really well at Christmas or Valentine’s Day, but Facebook targeting enables you to target those that have events unique to them. Weddings, graduations and new jobs are just some of the options for further laser-focused targeting.
8. Leverage Lookalike Audiences
If you already have an audience, you can profile potential new customers in minutes. An email list or Facebook page are the perfect sources, and you can also set up a Facebook tracking pixel on your website to profile existing visitors. From there, you can take their behaviours and map them into a new campaign of similar people.
9. Always Keep an Eye on Costs
The whole process of online advertising involves spending money to make money. Ideally, you want to spend as little as possible. You’ll be offered the choice of lowest cost advertising automatically, but it can be worth switching this to ‘lowest cost with cap’. In doing this, Facebook will help you out by only displaying your ad to those that are most likely to engage, as they want the click just as much as you do.
10. Make Your Targeted Ads More Relevant with Asset Customisation
Targeting can include your ads and not just your audience. Look into asset customisation on Facebook’s advertising platform to get your ads in front of the right people across Facebook, Instagram and other sites and tweak copy and images to best suit the audiences on each.