So you’ve laid out all your best ideas for advertising your business online. You stumble upon the option of advertising on Facebook, put your best foot forward, and go try it out. You discover after a couple of months that your ads didn’t do very well for you. Maybe you did something wrong? Maybe Facebook’s advertising is a game of luck. Or maybe, you’re unfamiliar with how Facebook advertising works. If you think Facebook isn’t working its magic for you, keep in mind that Facebook is serious about business. In other words, Facebook is rooting for your business to thrive. With this in mind, how can you use the available tools on Facebook to reach a sizable audience waiting to see your products or services? Business is a two-way street, so learning how to correctly target your audience is not only crucial, but could possibly be your best solution. Here are some tips to customizing your target audiences on Facebook. 1. Targeting by Frequency Frequency is the average number of times your ad appeared to each user on Facebook. This tool is great for optimizing clicks into conversions because first-time viewers of your site likely won’t become conversions—98 per cent of people, to be exact, who have visited your site the first time won’t purchase from you. When you create a custom audience based on factors like web traffic, you can click the “further refine by” button, and select a frequency from the menu. 2. Lookalike Audiences Lookalike audiences are a market that’s possibly interested in your business because they are similar to your existing audience. Facebook enables you to choose a percentage of people you want to target, from 1 to 10 per cent. Here’s a tip: create a lookalike audience targeting only 1 per cent. Having a 1 per cent lookalike audience sounds like it isn’t promising much because the number sounds too small, but it actually targets a more specific audience. AdEspresso tested this theory in 2017, and found that a 10 per cent-based lookalike audience had 70 per cent higher cost per lead than a 1 per cent audience. Of course, nothing is set in stone, especially on this rapidly changing platform. You can try A/B testing for this method to see what percentage works best for your business. 3. Use Interests and Exclusions When Building Custom Audiences When you create a specific audience, you want to be as specific as possible. Demographic data aside, interests can not only help your page increase viewers, but target a specific type of audience that is more likely to become conversions. You can try your hand at targeting people based on their jobs, industry, and even income. Ads Manager provides an “Interests” and a “Job Titles” tool under Detailed Targeting. To further that specific targeting, you can use exclusions. Ads Manager provides that tool to narrow down your audiences. For example, you can enter under Job Titles “Accountants” and under Exclusions, you can enter “Sales”. That will help your ad be targeted to a smaller, but more detailed audience. For the beginner, advertising on Facebook can be quite overwhelming considering all the helpful tools it offers advertisers. If you’re having second thoughts about Facebook advertising on your own, you can contact a group of people who can help you with your next ad campaigns.
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