Facebook ads are one of the best ways to find new customers. Most of the population uses Facebook to stay connected with friends and family, as well as find new businesses and services. So how do you find the people who might be interested in what your business offers? You can get your business in front of the right people on Facebook by targeting audiences who may already be interested in what you are offering.
These are a few questions you should consider as you target audiences for your Facebook ads.
Who is your ideal audience? How can you target them?
If you want to get your ad in front of potential customers, the first thing you should do is outline who your ideal audience is. Are they parents? Are they entrepreneurs? Are they in the corporate world? What do they struggle with? What brands are helpful to them? Who are the influencers they follow? What blogs do they read? Are they experiencing a specific life event – new baby, new home, retirement? By knowing these identifying characteristics, you can get very specific with your target audience.
Take the time to do the targeting research. If you do, you can expect a better ROI. When you know what the targeting qualities will be, you can search for them on Facebook under “interests.” Facebook also offers several tools to help you find your target demographic. First, don’t overlook your existing fans and customers. Depending on what your brand offers, it might be worth it to target people who’ve already shown interest in your offerings. For more broad information, also consider typing “Pages similar to [your brand or a competitor]” or “Pages liked by people who like [your brand or a competitor.]” As a more detailed example, if you’re targeting entrepreneurs, you can be even more specific. Consider also targeting the tools that they use – email databases, CRM systems, invoicing software, and anything else you think they might use to run their businesses.
One very powerful tool that you can use on Facebook is the Audience Insights tool. You can learn more about Facebook users already connected to your page or learn more about everyone on Facebook. You have options to target by age, location, and even income levels. Targeting by an audience’s digital behavior could also be very beneficial. Depending on your business or service, you could also target an audience that are Event Creators, Facebook Page Admins, Small Business Owners, or mobile device users. If the audience you want enjoys certain special events or holidays, such as Election Day, the Olympics, or the Rose Bowl, you could craft a target audience to see your ads. With all of these details in place, it’s less likely that you’ll have any unqualified leads clicking through to your site.
Facebook makes targeting fairly simple in broad terms. However, the more specific you can be with targeting your ideal audience, the better. Aim to target people who would be highly engaged with your products or services. The more specific you can be, the more likely you will reach people who would be interested in your business or services.
How does Facebook decide who sees my ads?
Facebook is always collecting data on its users. From what pages you follow, to what you’re doing on Messenger, and what sites you click on from links on your Newsfeed – Facebook is gathering info about you. That information helps Facebook decide what type of ads to put in front of you. The same for your ideal audience. If you target your ads well, they’ll be seen by an audience that’s actually interested.
What if I can’t get any leads or sales from my ad?
You may be targeting the wrong audience with your ad. You may need to create two (maybe three) ads so that you can run A/B testing to see which particular Facebook ad gives you the return you are seeking. You may have to test different ad sets to get the right audience to click on your ads. The only way to know what’s working and what’s not is to try different options. Always test your ad campaigns to ensure that your best ads are running.
Also, don’t be too hasty in deleting a Facebook ad because it isn’t converting immediately. Facebook’s platform can take up to a few days to get your ad to start working properly. Give the ad at least a couple of days before deciding to pull the plug and starting over with a new target audience.
Consider Facebook ads as just one component of your overall marketing plans. A Properly targeted ad can bring you new website traffic, entice potential new customers, and reconnect you with past customers. Don’t miss out on the opportunity to get your brand in front of over a billion Facebook users worldwide.
If you want to learn more about how Facebook targeting can take your business to the next level, book a free 45-minute strategy call with your team here: www.ontimesocial.net/scheduler