Πολλά έχουν ειπωθεί για τη στοχευμένη διαφήμιση στο Facebook. Αν προσπαθείς να διαχειριστείς μόνη/ος τα social media της μικρής σου επιχείρησης θα έχεις χαθεί σε ένα κυκεώνα πληροφοριών. Ναι, και μια πιο ευρεία στόχευση στο Facebook, μπορεί να φανεί αποτελεσματική για τη διαφημιστική σου εκστρατεία χάρη στην εκμάθηση των μηχανών. Αλλά η απόλυτα στοχευμένη διαφήμιση θα σου φέρει καλύτερα αποτελέσματα με χαμηλότερο κόστος ανά μετατροπή. Ειδικότερα αν αναφερόμαστε σε e-shop, όπου μια πιθανή μετατροπή είναι η αγορά προϊόντος.
Γι’ αυτό σήμερα θα δούμε 5 πρακτικές για να πετύχεις στοχευμένη διαφήμιση στο Facebook. Όλες οι πρακτικές που θα αναφερθούν, προϋποθέτουν διαφημιστικό λογαριασμό Business Manager, από όπου θα διαχειρίζεσαι όλες τις διαφημίσεις σου. Απέφυγε να χρησιμοποιείς την προώθηση post μέσα από τη σελίδα σου, καθώς περιορίζει τις δυνατότητες για απόλυτα στοχευμένη διαφήμιση Facebook και παρακολούθηση.
Ξεκαθάρισε τους διαφημιστικούς στόχους σου και δημιούργησε κατάλληλο περιεχόμενο.
Before you start your ad, think about what you want to achieve and design the strategy with which you will achieve it. There are many advertising goals on Facebook, but if you know your own goals, it will be much easier to choose the right advertising campaign. For example, one of your goals could be to get more people to your site or to collect 50 entries for a test run at your gym. The strategy will help you create the right content for your goal at whatever stage of the market your audience is at.
If you look closely at Facebook’s goals , they seem to be sorted according to the stage of the market, the consumer you are targeting. These are: Recognition, Valuation for Purchase, Conversion. How a targeted Facebook ad will respond to the consumer buying stage will become clearer to you below.
At the awareness stage the consumer learns for the first time about your business or product so you can use content that will enhance the acquaintance and will be imprinted in his mind.
At the evaluation stage for the purchase, the consumer has recognized their need for services or products related to what you provide and is looking for the solution. It compares features, does market research and seeks reviews, so you can use content that will boost confidence in your product.
The final stage is the conversion stage , when the consumer is ready to make the purchase. This is the right time to use advertising to promote a discount coupon or the benefit that the consumer will gain from your product.
Με μια στρατηγική που θα περιλαμβάνει περιεχόμενο για όλα τα αναφερόμενα στάδια καταναλωτή, αυξάνεις τις πιθανότητες να προσφέρουν αξία οι διαφημίσεις σου στο κοινό .
Εγκατέστησε το Pixel του Facebook στον ιστότοπό σου.
Facebook Pixel is a snippet of code that monitors user behavior on your site. By installing this code you can create custom audiences that will include users who have already visited your website for effective remarketing. With remarketing you can re-target users who have shown interest in specific pages of your website, who have abandoned products in their cart or who have recently visited your website in general. The pixel is also used to monitor events that occur on your website, eg shopping, page views, pushing buttons, etc.
Χρησιμοποίησε τις επιλογές στόχευσης του Facebook προς όφελος σου.
Facebook brings together many targeting options based on users’ interests, career orientation, navigating devices, and buying behaviors. Get in the consumer's position who would like what you provide and create his profile, what in the world of marketing we would call “Buyer Persona”.
Knowing in depth the audience you are addressing is one of the most important practices. This way, you will provide your target audience with relevant content. Create your buyer persona after careful study, going one step further by his age or gender. Combine your buyer persona, emphasizing the benefits that your product brings together to differentiate yourself from the market and emphasize how your products can facilitate the daily life of the potential buyer.
Όπως ανέφερα παραπάνω, είναι πολύ εύκολο να χρησιμοποιήσεις κοινά βάσει δημογραφικών στοιχείων, ηλικίας και φύλου. Όμως είναι πολύ πιθανόν να μην ενδιαφέρονται πραγματικά για το προϊόν ή την υπηρεσία που παρέχεις όλοι όσοι συμπεριλαμβάνονται σε αυτή τη στόχευση. Αποθήκευσε τα κοινά που δημιουργείς κάθε φορά και μελέτησε την απόδοση τους με Α/Β Testing για κάθε διαφήμιση. Κράτα εκείνα που αποδίδουν περισσότερο.
Δημιούργησε παρόμοια κοινά και πειραματίσου.
Once you decide on the most relevant audiences, you can create similar audiences . Similar audiences are created by existing audiences, whether or not customized. They allow you to reach users who, according to Facebook, have a similar selection of features similar to the original audience. The smaller the percentage, the more similarities users will have. Facebook itself suggests that the initial audience is over 100 people and preferably be an efficient audience, eg adapted from existing customers.
Εκμεταλλεύσου τις δυνατότητες της γεωγραφικής στόχευσης.
Geotargeting is a way to narrow your ad audience to a specific geographic area. It’s the best way to display your ad locally and can be a useful tool in your advertising effort, especially if your business relies on physical store sales. But not only that. It can be used to target people who live in an area or visit it often. If, for example, your product is about fitness supplements, you can target an area that has a lot of gyms. Your potential audience visits this area daily.
The targeted Facebook advertising & the Instagram advertising have the power to place your business in the eyes of users who are looking for what you provide. But it needs strategy, method and systematic engagement. If this is something you have never done before and the view of Business Manager is not so pleasant for you, do not hesitate to contact us . We can take on the full presence of your business, from the creation of content for the posts to the targeted advertising on Facebook & Instagram.