More than a billion people log onto Facebook every day, making it an excellent and cost-effective tool for marketing your offerings to a huge audience. The platform’s advanced targeting system helps businesses cut through the noise and find their ideal customers.
An effective Facebook ad targeting strategy increases conversions while lowering the cost per conversion, the ultimate measure of an ad’s value.
Facebook Ad Campaign Goals
A powerful message helps in creating a strong connection with your audience and demonstrates how your product/service can solve their problems and make their life more comfortable.
For instance, if you are creating an ad campaign to market sports shoes, you should mention –
- How comfortable they are
- How they can help buyers in achieving their fitness goals
The social media giant offers brands an opportunity to test a wide variety of targeting features to find the most effective and pocket-friendly way to reach customers and drive sales.
The targeting options are broadly classified into two categories:
People who are not aware of your business or product and have never visited your website are known as cold traffic.
Facebook enables you to target audience based on the following criteria:
- Interests and Brands
Age, events, businesses that the users follow (for instance, target users who follow businesses similar to yours)
- Life Events and Profile Status
Event management companies can target people who recently got engaged or have children
- Age and Gender
Brands dealing in women clothing or makeup should target female Facebook users
Businesses can target a whole nation or just their locality
- Lookalike Audiences
You can request Facebook to display the ads to users who are similar to the audience set you have provided.
Users who visited your website or somehow came in contact with your brand are called retargeted traffic. It includes –
- Website visitors
people who visited specific pages of your website, product, or checkout page
Users who engaged with the brand’s organic posts or ads
- Custom List
Businesses can upload a custom list on Facebook like a list of people who signed up for their newsletter
- Facebook video viewers
Users who viewed the brand’s video posts
- Facebook page likes
Users who liked the business’s Facebook page
Businesses can display such users’ ads to remind them of the products they have visited or left in their carts.
Now that you understand a bit about Facebook ads, let’s dive into high-converting Facebook ad-targeting strategies that can propel your business to the top.
4 High-converting Facebook Ad Targeting Strategies
Target your competitor’s customers
Facebook Audience Insights offers a treasure trove of valuable information that can help businesses understand their audience. They can leverage this data to learn how to target potential customers.
Brands can also use Facebook insights to find and target their competitor’s customers. Just go to the Create Audience tab and type the name of your competitor’s Facebook Pages in the interest box. Check out the demographics information to see if you can gain any more insights that will assist you in reaching your target audience. Now, create new audiences based on this data and save it for the future.
|Quick Tips – You can further target this audience to make sure you get the best fit for your specific business and campaign goal. If you find this to be too technical, reach out to us. We offer performance marketing services and take care of all your promotional needs. Request your free DEMO today!
Leverage life event targeting
Some businesses and campaigns are designed to sell products/services to people experiencing certain life events. For example, wedding photographers will target recently engaged couples or their family members. Packers and movers want to reach people who have just purchased a new house or are moving to a new city.
Facebook has every conceivable life event targeting option since users tend to post these on their timelines.
The life events parameters are unique, brands can choose to target people at specific intervals of time. For instance, a jewellery brand that wants to reach people celebrating their 1st wedding anniversary can target audience members who were newlyweds 1 year ago.
Expand to lookalike audiences
Facebook’s Lookalike Audiences enable businesses to create target lists of potential customers who share similar interests with their existing customers.
If the Facebook insights inform you that your existing customers are new dog parents who live in Delhi NCR, you should target other dog parents in the same location.
The platform’s tools are quite sophisticated in their audience matching. Brands don’t even have to know what data points they have to match, Facebook will figure it out for them.
|Quick Tip – Lookalike audience is an excellent way to target and reach new customers. The trick is to choose the right source, the two key criteria are – audience size and quality.
Get super granular with layered targeting
The best thing about advertising on Facebook is that it enables businesses to layer targeting options, gradually making their audience more and more specific.
Brands can use combinations of behaviours, demographics, and locations for a more targeted approach. Suppose, a moving company is offering a flat 20% discount to senior citizens. It can target people who recently purchased a house, layered with an age range of 60 years or older and their service area location.
This Facebook targeting strategy is best suited for promotions designed to target a specific audience or niche. Coupled with a strong landing page, this strategy can provide you with excellent results.
Facebook advertising is inexpensive and offers a more focused targeting strategy. If executed correctly. It can provide a huge ROI by pulling users from the conversion funnel.
Why ANS Commerce?
When planning your Facebook ad targeting strategy, don’t just pick one of the above-mentioned tips. Implement each of them and see how they might fit into your target market segments. If you feel overwhelmed with all this information, get in touch with us. At ANS Commerce, we take care of everything e-commerce leaving you free to focus on your core business operations. We offer custom performance marketing services, our in-house platform LimeReach is designed to track customer data and enables businesses to make data-backed decisions.
Still, confused? Request your free DEMO today!