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Simple ways to target your audience through Facebook campaigns
Regardless of your type of business, you need to focus on Facebook ads. Why is it so? It is because your clients/customers are on Facebook and that is a guarantee. According to Statista, the number of Facebook active users have now surpassed 2.2 billion. Around 68% of Americans use Facebook.
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One study shows that Facebook revenue has doubled in 3 years. Why is it doubling? It is because the number of advertisers is increasing along with the advertising cost. Check out the impressive return on investment of Facebook ads by following this link. You will get to know about tons of success stories. Both small and large companies are enjoying the tremendous return on investment on Facebook ads.
Some of you may want to capitalize on the organic reach of Facebook pages. Well, that would not help you scale your business. Gone are the days when the natural range of Facebook pages was super high. The organic reach of Facebook pages is gradually declining. Facebook made it clear in public that they want to give priority to family and friends’ posts on the newsfeed.
Now that you want to run ads on Facebook, you may think that it is simple to run Facebook ads. Well, it is not simple if you do not know how to target your audience. Due to wrong targeting, many advertisers lose their hard-earned money. In this article, I will reveal some of the simple ways to reach to your target audience via Facebook ads.
7 Ways to Reach your Target Audience via Facebook ad campaigns
You will find plenty of crappy pieces of advice when it comes to social media marketing and Facebook ads.
If you want to get started with social media marketing and be able to discern between authentic and useless pieces of advice, you should opt for social media marketing certification course. These courses will help you understand how social media marketing works, which will allow you to run successful campaigns. Moreover, you can also offer a marketing service for those who do not know how to run marketing campaigns.
Now let’s get back to the main topic of discussion and see how you can reach to the right people via Facebook ads.
- Dig Deep into Facebook Audience Insights
The first key to reaching out to the right people is to know your audience. Facebook has been investing a substantial amount of money on AI and data science to offer better information for advertisers. Facebook wants to serve advertisers with better information to make them profitable. One of the best tools to know your audience is via a Facebook Audience Insights. Just go to Facebook Business and click Audience insights on the far left corner of the menu.
After clicking the Audience insights, you will get to the screen like this one.
On the left side, you need to enter the interest and other information to get your insights. In this example, I will be using digital marketing niche. Here is what I get after I type “digital marketing and Neil Patel” on the interest section.
We can see that the majority of our audience falls in the age group of 25-54. When we dive further into the data, we see something like this.
The graduate people who are in the management field are the ones who are most interested in the digital marketing service. You can use these insights, while you are setting up a campaign for your Facebook ads.
- Use Google Analytics to further niche down your audience
After Facebook Audience insights, you can now further niche down your audience by checking out Google Analytics. It will also allow you to ensure the accuracy of the information that you have extracted from Facebook Audience Insights.
Image Source: Hallam
Google Analytics can break down the information by interests, demographics, devices, geographical locations, and more.
Image Source: VIVID IMAGE
After comparing the data of Facebook and Google, you can now go ahead to Facebook ads campaign for better targeting.
- Utilize buyers’ behavior
Facebook allows advertisers to target people based on recent buying behavior. It means showing your ads to people who have interacted with ads recently.
In the above targeting, I have selected engaged shoppers who are interested in business products. You can choose categories like health, clothing, food, and so on. Make use of the insights that you have saved from Facebook Audience Insights and Google Analytics for a better result.
- Go local
If you are a local business owner, you might want to show your ads to people within 5-15 miles of your store. To do that, you can use the location feature of the Facebook ads manager.
You have the power to choose your location and also select the radius to laser target your audience. In case you only want to show your ads only on a smartphone, you can do that as well.
Just go to placements, select Edit Placements and then choose Mobile on Device Types.
- Target people who can pay for your product/service
In case of a luxury product, you may not want to show your ads to people who could be hesitant to open their wallet purchasing a product. Facebook use third parties’ technologies, such as Epsilon, Acxiom, and Datalogix to enable advertisers to target in many different ways.
Now, you can target only graduates who earn over $100k annually. It will ensure that the people that you are targeting can pay for your product/service.
Facebook allows you to target your ads to people who have visited your website, but not purchased your product. To do that, you can show your ads to all the people who have landed on your website but has not reached the “Thank You” page on your site.
According to the study, the retargeted ads are 70% more likely to convert the users in comparison to non-retargeted ads.
To retarget your ads, you need to create a custom audience based on your website traffic. Here is how you do it.
Click the Website Traffic. Make sure you exclude the “Thank You” page.
- Lookalike Audience
Facebook has a powerful feature that allows you to reach out to people similar to ones who have bought your product. For expanding your reach, use a lookalike audience feature of Facebook.
Many advertisers have found lookalike audience to be a powerful addition to their strategy. It allows you to expand your reach and sell to more new customers.
Over to You
If you have gone through the success stories of Facebook Ads, you must have realized how one great Facebook Ad campaign can bring an influx of cash to your business. To do that, you need to laser target your audience. Following the tips in this article will enhance your return on investment on your Facebook ads. However, you should keep in mind that you need to experiment with your ads to find the best performing campaign.
There are a lot more to Facebook ads besides the ones that I’ve revealed in this article. If there are more tips that you want to add, feel free to leave a comment below. I would love to learn from you guys.