Marketers are increasingly using social media advertising. Platforms like Facebook, which began as communication tools, have developed into profitable marketplaces. The result is that modern businesses are using Facebook to develop sales channels for their e-commerce businesses.
You can increase conversions by targeting the right audience with Facebook ads. It is typical for Facebook ads to achieve a higher return on ad spend (ROAS), as well as to target a larger audience. A ROAS (Return on Ad Spend) analysis reveals that they have high conversion rates.
So how can you test ads effectively without spending a lot of money? It is possible to lose money if you target the wrong consumers. A hyper-targeted approach to marketing can be challenging, but it’s not impossible either. In order to succeed in business, it is crucial to identify the right people. Discover how you can increase your ROAS effortlessly with these eight actionable tips.
Targeting Ads on Facebook: The 3 Main Options
You have multiple options for Facebook ad targeting. Using targeting is a great way to optimize your campaigns for super-specific results. You can target ads on Facebook in three ways. A Core Audience, Custom Audience, and Lookalike Audience can all be targeted. Here, we’ll cover how you can incorporate all three options into your marketing strategy.
1. For Core Audiences
Facebook ad targeting should be centered on Core Audiences, as the name suggests. It is important to establish your Core Audiences so that future customer segments can be based on them. You can target more customers based on these primary audiences. It is crucial that you monitor these five sources in order to gain more insight into your Core Audiences.
- Location: Your Facebook audience can be targeted based on their location using Facebook’s location-based targeting. A small town can, therefore, serve as the center of your ad targeting efforts when you target a specific geographic area.
- Interests: Identifying critical information about consumers’ products of choice can be achieved by collecting data about their interests. Stay up-to-date with a variety of interests, such as sports, music, books, movies, celebrities, athletes, and other personalities.
- Behavior: By leveraging Facebook’s roles and activity information, you can leverage consumer behavior analysis for ad targeting. The recent purchases made, the time spent on Facebook, and the device usage are also important points to monitor.
- Demographics: In addition to occupations, education levels, family members, race, income, marital status, and ethnicity, demographic analysis can provide some basic information about the target audience. Using this information to target your ads can be very effective.
- Connections: Using Facebook, you can benefit from direct and indirect interactions between users, apps, events, and pages. By researching one person appropriately, you can reach multiple people. In addition, it saves resources and time.
2. Custom Audiences – How to target
Start researching custom audiences once you understand your core audiences. Your brand is already known to them, or they have visited your product pages in the past. Custom Audiences can be found in three primary sources.
- Facebook sources: Engaged Facebook and Instagram customers fall into this category. Watching videos or browsing the catalog are examples of activities they perform.
- Website visitors: In this segment, we include people who have previously visited a specific page on the company’s website. The time spent on a page, the bounce rate, and other on-site behavior can be tracked.
- Customer list: Various sources were used to gather names, email addresses, and contact information for individuals on this list.
- App users: Custom Audiences can be built around users performing particular actions on your brand’s mobile application. Those who have visited the physical store have engaged with the business offline.
3. Lookalike Audiences – Boost your brand reach
Audiences that are like your existing audience are referred to as lookalike audiences. Your brand’s name can expand thanks to them, which is why they are great for ad targeting. To maximize your Lookalike audiences, you need to further optimize your tactics.
- Consider using your existing creative ad for Lookalike Audiences to save resources.
- Use metrics such as ROAS to periodically analyze the performance of your lookalike audience’s ads.
- Last, add a unique twist to your repurposed ads to make them relevant to each audience.
Marketing and advertising on Facebook: 8 tips
Take advantage of these 8 Facebook-specific ad targeting techniques to boost conversion rates and success. Your ad’s ROAS can be measured by following these methods, which will help you reduce the cost per conversion.
1. Discover your winning content
The content king is the content. Some articles or videos may attract high traffic volumes on your blog or YouTube channel. For your Facebook ad campaigns, check out these articles and videos that are high-performing. Find pillar pages, ultimate guides, or “how-to” guides that you can repurpose for an engaging and profitable ad.
Among the most effective free courses, you can find our infographics, e-books, and video courses. You can repurpose high-performing content with ease when you maintain a large audience for testing ad ideas. You should experiment with as many formats as you can, rather than limiting yourself to one particular content structure.
2. Leverage Facebook Relevance Metrics
In Facebook’s relevance metrics, they measure the relevance of advertisements to consumers before they are delivered. Your ad campaigns will be more successful if you closely monitor these metrics. An overview of diagnosing the performance of ads can be found here. A relevant advertisement must have these three metrics.
- Quality: Provides information about the quality and resolution of your images and videos.
- Engagement: The frequency with which audiences interact with the ads is measured by this metric.
- Conversion: Your ad’s conversion rate is shown by this metric.
3. Use Facebook Audience Insights
The Facebook Audience Insights tool provides a powerful tool for gathering valuable demographic, interest, and geographic data about the Core Audiences. Ad targeting strategies can be planned more effectively when you harvest this information.
You can select a type of audience from the Audience Insights dashboard. You can see all your followers on Facebook or your current followers. After that, you will need to identify demographics related to your target audience in order to learn more about their interests, job titles, incomes, races, preferences, and locations.
Research how your target audience consumes Facebook content. You can tweak the options on the web app’s left side until you find a profitable niche with the help of our control panel. In the top right corner of the screen, click the “Create Ad” button to access the ad creator page after saving your audience. All the targeting information will already be filled in on this page, so you can quickly create personalized ads.
4. Follow the recent purchasing behaviors of your audience
The purchase behavior of a particular audience segment can help you target them hyper-effectively and increase conversions by multiples. You can narrow down your search by using filters in the Facebook Ads Manager’s behavior category. Look at their last purchase to see if they bought a similar product from another company. By presenting the right product to the right people, you will increase the likelihood of them buying it.
5. Sequential re-targeting tactic
You can show successive Facebook ads based on audience behavior on the site by using sequential re-targeting. People are more likely to respond to this type of ad if they know what stage of the buying journey they are in. It is more likely for somebody who is on your home page to invest if he has already visited the products page and checked the prices of individual products.
Sequential re-targeting is a great way to re-engage the visitors who lost interest in your site over the past three days because every ad offers them a new aspect of the business.
6. Re-target using Facebook pixel
Facebook pixels enable you to create custom audiences based on the visitors to your website. Retargeting campaigns can be created using this tool by targeting people who have already engaged with your brand. Depending on which audience group your regular website visitors fall into, you can refine your re-targeting further.
- You can start by using pixels to re-target those who visited one of your significant pages but did not complete a purchase. By using this approach, you will convince those who are already at the consideration stage of your sales funnel.
- Your website should also be equipped with a Facebook You can create a custom audience based on the pages visited on the Events Manager page.
- Retargeting your readers is also possible with this tool. Blog readers can also convert if they have engaged in your products. Combining a freebie with a value item will make it more appealing to customers. You can also capture their attention with massive discounts.
7. Facebook dynamic ads for optimization
By targeting users who have interacted with your ads in the past, you can build deeper relationships with your users. Personalized approaches are now available. Your creative ad will be kept, but you can add more to it with Facebook’s dynamic ads. Improve the performance of existing ads by changing the copy, imagery, and video. To get the best results from Facebook ads, follow a two-phase campaign. Increase brand awareness in the first phase and then move on to active customer acquisition in the second phase. ROAS can be increased multiple times through this approach. Many audiences, Core, Custom, and Lookalike, can be targeted with it.
8. Monitor average revenue per conversion and lifetime value of each audience
Know how your ads are performing by looking at your revenue per conversion. In evaluating the ads, you will also gain insight into each audience’s lifetime value. You should focus on creating Lookalike Audiences when you have many high-value audiences. You’ll be able to tweak your campaigns based on these segments of consumers’ preferences and optimize their outcomes.
Facebook marketing can increase ROAS significantly with the help of ad targeting features. The key to reducing your CPC and boosting conversion rates is to focus on the right people with the most granular targeting strategy possible. You can get started by following these tips and tricks. However, these aren’t the only things you should be doing. Get creative with your research and don’t be afraid to do your own research. Besides consulting Facebook marketing experts, you can also be sure that your results are precise.