5 Advanced Facebook Ad Targeting Strategies That Work
If you don’t take the time to develop and employ a powerful targeting strategy with your Facebook marketing, you may end up throwing money away.
Mastering your Facebook targeting strategy gets you in front of very specific and often motivated segments of your audience, on the network where Americans religiously spend an exorbitant amount of time each day on Facebook. Here are a few ad targeting strategies that you should implement immediately.
- Recent Purchase Behavior
Purchasing behavior subcategories include:
Buyer Profiles, Clothing, Food & Drink, Health & Beauty and a lot more. Within each broad subcategory, you can drill down into types of behavior; for example, choosing Buyer Profiles will then let you target DIYers, Fashionistas, Foodies, etc. One of our clients is in the cosmetics industry – so we use the Health & Beauty Buying behavior and drill down even further to cosmetics and skin care buyers.
Facebook shows you how many user profiles you can target in each subcategory, based on their aggregated, multi-sourced offline transaction-based data (or in simpler terms, the number of Facebook users in that category they’ve matched to offline purchasing data).
The options here are limitless. Get in there and explore!
- Nurture your Leads & Customer & Build Loyalty With Facebook Custom Audiences
Facebook Custom Audiences are an advanced feature that enable you to connect on Facebook with your existing contacts, recent traffic on your site (or even certain pages). Getting in front of your existing customers and app users on their favorite social network reinforces your brand, but also gives you the opportunity to increase lifetime customer value, order frequency, and loyalty.
Custom Audiences are created by uploading your customer phone list, or purchaser/subscriber email list in CSV or TXT format, to Facebook. You can also create a Custom Audience based on your site visitors (and specific pages visited on your site), or on specific actions taken within your game or app.
This is crazy powerful! You could target your existing customers who work in a specific job function, make XX amount of money per year, and live in a certain ZIP code with a higher value product offer, if those insights told you these people are more apt to be your affluent customers.
Or, you could target people who visited your company’s blog with offers to demo your product. They already know your name and were interested enough to visit you, but not to convert. Facebook Ads targeting that Custom Audience can close the gap.
The number of different demographics points you can target and combine is staggering. Net worth, living arrangements, marital status, parental status, interests, location – it’s all in there, and more.
Along those lines – something we like to do is automate the process entirely. Now there is a bit of setup on the front end – but it is well worth the time. So lets take a basic sales funnel – we drive traffic to a lead magnet, they opt in, on the thank you page – we offer a webinar, they might or might not register for the webinar. And if they attend the webinar – they might purchase something. Pretty basic right? Let’s beef it up a bit using custom audiences
So we have all of the traffic that has landed on our landing page and we create a custom audience of all of those people, but exclude everyone that has opted-in). That is 1 custom audience. Next we create a custom audience of everyone that has opted in for our lead magnet campaign – we put them on our ‘lead magnet – prospect’ custom audience. Now we have 2 different custom audiences.
Now if they register for the webinar – we should take them off of our lead magnet – prospect custom audience and then add them to our webinar custom audience. If they don’t register for the webinar – we keep them on the lead magnet – prospect custom audience. And depending on their net action – all they way to purchasing a product or service from us – we can move them to a different custom audience and take them off the existing custom audience.
Sounds pretty cool – right? It can be quite a bit of work to do this manually – but there are some amazing tools that you can use to do this automagically!
The 2 tools that we recommend for most people are:
Both of these platforms have a very simple (but very powerful) to use system.
- Use Look A Like Audiences
We just talked about using custom audiences – and look a like audiences take it to the next level and shows the true power of Facebook’s Platform. Look a like audiences are targeting people that look like people you know. Marketing to people who have a great deal in common with existing clients, leads, and fans, means marketing to people who may act in a similar fashion.
Facebook has made this easy by allowing you to target to custom lookalike audiences. Here are just a few examples:
a. Client lookalikes – The ultimate lookalike is that of an existing client. This advanced targeting strategy finds people with the same characteristics as the client list you provide as a custom audience. Your ad is then put in front of people who think and behave in a similar manner to your existing clientele.
b. Lead lookalikes – You can also create a custom audience from your leads. Facebook will use the same strategy—to place your ad in front of people more likely to click through.
c. Fan lookalikes – Fans like your business. People like your fans may like it too. It’s as simple as that.
How it’s done:
In Ads Manager select Tools > Audience > Create Audience > Lookalike Audience
You’ll select the audience you want to mimic by selecting the custom audience you create to market your ads (or those that you avoid marketing to). Choose to market to the lookalikes of your existing customers, leads, or fans.
Then select a percentage of the population of lookalikes in your country (or the country you’re marketing to) to be shown your ads. The selection ranges from 1-10%; the lower the percentage, the more closely your lookalikes will resemble the audience they’re modeled after.
Note: In order to market to lookalikes of your fans, you’ll simply input your page as the audience by typing in the name.
4. Combine lookalikes with interest & behavior targeting
Let’s take everything you’ve learned about lookalike targeting and refine your strategy even further. Depending on your business, your customers may not have all that much in common. Sure, Facebook may be finding people who are just like your customers and still be falling short on delivering quality leads because there aren’t enough similarities to target.
That’s when you take the reins and add an additional parameter to your search. Adding interest targeting to the mix gives you an opportunity to find similar customers.
How it’s done:
When creating an ad, select the Lookalike Audience you’re marketing to from the Custom Audiences. You might see your target audience is a very high number. It’s time to narrow that down.
Under Detailed Targeting, enter an interest that is relevant to your marketing and select from the list. You can narrow this even further by selecting multiple interests.
- Use conjunctive targeting
Detailed targeting allows you to target users of a specific demographic with particular interests and behaviors.
For instance, if you’re NYC-based niche travel company that wants to market its young women’s iPhone photography by bicycle tour called “Photocycle,” in Nice, France (stay with me here).
You could have Facebook only show your ad to women between the ages of 22-24 who live in Brooklyn, have an interest in travel, photography, and cycling, and are logged into Facebook on an iPhone 6s plus.
You may not have very many people to advertise to, but you get the point. With detailed targeting you can refine the parameters of your search to such a degree that you avoid any unqualified click through.
How it’s done:
When creating an ad, select from the available demographics in order to refine your marketing. You can be very specific (as exemplified above) and even enter multiple interests to narrow your search further.
Note: You also have the option to exclude those who are interested in something that would disqualify them from being designated as a high-quality lead. If your catering company is marketing to vegetarians, you may decide to exclude people who have an interest in barbecue.
There you have it – if you start implement these 5 targeting strategies into your campaigns – you will start to see better results.
Have additional questions? Click on the let’s talk button at the top of the page to schedule a call.