Much has been said about targeted Facebook advertising . If you try to manage the social media of your small business alone, you will be lost in a mess of information. Yes, and wider Facebook targeting can be effective for your ad campaign thanks to machine learning. But fully targeted advertising will bring you better results at a lower cost per conversion. Especially if we refer to an e-shop, where a possible conversion is the purchase of a product.
So today we will look at 5 practices to achieve targeted advertising on Facebook. All the practices that will be mentioned, presuppose an advertising Manager Business account, from where you will manage all your ads. Avoid using post promotion through your page, as it limits the possibilities for fully targeted Facebook advertising and tracking.
Clarify your advertising goals and create relevant content
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.
With a strategy that includes content for all the reported consumer stages, you increase the chances of your ads offering value to the audience.
Install Facebook Pixel on your site.
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.
Use Facebook targeting options to your advantage.
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.
As I mentioned above, it is very easy-to-use commonalities based on demographics, age, and gender. But it is likely that everyone involved in this targeting will not really care about the product or service you provide. Save the audience you create each time and study their performance with A / B Testing for each ad. Keep those that perform best.
Create similar audiences and experiment
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.
Benefit from Geotargeting.
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.
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