When it comes to creating successful Facebook Ad Campaigns, marketers will all agree that targeting is the most important thing to know how to do. I know many business owners that have tried using Facebook Ads and when they don’t have good results they, right away, determine that Facebook Ads don’t work! The truth is, they probably needed better targeting and their ad would have given them the results they wanted.
Targeting, with Facebook Ads, encompasses two types of groups: warm and cold audiences. A warm audience consists of people that already know of you, your brand, and have had some type of engagement with your brand. An example of a warm audience would be your email subscribers, and your Facebook fans. An example of a cold audience would be a “Lookalike” group and other Facebook Pages.
- Your Email List - Targeting your email list is what is known on Facebook as a “Custom Audience”. You can upload your email list to Facebook and Facebook will figure out which of those email addresses have profiles on Facebook and they will show your ads to those that match up. If you have a list of about 300 or more on your email list, Facebook will take that information and match things like email addresses, phone #’s, zip codes, names and so on. According to my friend, Rick Mulready, “match rates” seem to be somewhere between 40-70%. In other words, if your email list has 1000 people on it, the result will likely be an audience of 400-700 people that you can target your ads to. Keep in mind that if your list is small it is harder to find those matches and Facebook may say that your list is too small to target.
- Your Website Traffic - If your website is getting over 1000 visitors per month, you can target those people with an ad on Facebook. This requires a bit more work and putting some code on your website that Facebook provides called a “Pixel” and we are going to talk about that later.
- Your Facebook Fans - When you target the fans that you already have on your Facebook Page you will spend less money than if you were targeting a “cold” audience.
- Other Facebook Pages - For many of you, targeting a cold audience is the way you will have to go in order to build your fan base on Facebook and to build your email list. Targeting a cold market (people who don’t know about you) has worked really well for me when I target other Facebook Pages similar to mine. Those pages will not know that you are targeting their fans and it is a great way to get your offer in front of those already interested in your industry.
- Lookalike Audience - A Lookalike audience is an audience that looks like an audience you already have. For example, if you upload your email list, you can do a lookalike audience for that list or you can create a lookalike audience of your current Facebook Fans. It is a great way to target new people that will most likely be interested in your business because they are similar to whatever list you use (warm audience). As long as whatever list you use eg) email or Facebook Fan base, has at least a few hundred people on it, Facebook can create a solid audience that looks like them. You can also create a lookalike audience to match those that are visiting your website. This is a bit more complicated and we will discuss how to do this a bit later. You can also create a list using those people that have previously purchased from you, in other words, current clients and customers. This, again, is a bit more complicated and requires that you have a purchase page set up with the pixel code to track checkouts.
- Demographics, Interests, and Behaviors - This is one of my favorite ways to target! If you really know your avatar, targeting things like age, gender, relationship status, job titles, income levels, life events, what they do for fun, what language they speak, where they live and whether they own a home are some of the things that really allow you to hone in on your ideal customer.
Targeting other Facebook Pages and creating Lookalike audiences are a very valuable way to target your ads on Facebook because sometimes it is hard to find enough people to target over and over. These two ways help you reach more people that will fall into your ideal audience.
Here are some tips to help you target other Facebook Pages:
- Find another Facebook Page that is selling something or has products that are similar to what you are selling or giving away as a Lead Magnet. For example, if you are a Mary Kay consultant, you might want to target the Avon Facebook Page, Arbonne Facebook Page and perhaps the Rodan + Fields Facebook Page.
- What are the behaviors, habits and interests of your avatar? For example, if you are a health coach, you know that your ideal customer is interested in health, fitness, eating right, and exercise. Try to find pages that have similar products or focus on the those same health issues. Knowing who your biggest competitors are is a must when targeting those pages that have common interests.
- You do not need to look for exact matches when you are considering other Facebook Pages. For example, I ran a Facebook ad to a survey that I had a while back. The actual survey was all about Facebook Marketing and so I targeted some pages that had people interested in social media marketing and Facebook but I also targeted people that were fans of the Survey Monkey Page and some other Survey Company Pages. Look for pages that are similar and not necessarily an exact match.
- When you are creating your ad (which we will get specific on later) and you are setting up your targeting in the “Interests” section of your ad, Facebook will automatically recommend some “suggested interests”. This is a fantastic way to find pages that you never even thought of so if Facebook suggests a page that you know nothing about, check it out and see if it is aligned with your audience and if so, target them too!
Marketing experts suggest targeting to your warmest markets first and then moving on down to your cold market. The fact is, it really depends on your goal or your objective. Are you just starting out and wanting to build your email list quickly? Then you will probably need to target a cold audience. If you are fairly well established and have just launched a new product or program then by all means, target those already on your list or visiting your website. These are the people that already trust you and have a relationship with you and will be more likely to buy from you. But, again, if you are looking to get new people on your list, then a cold market or people who don’t know about you are the ones to target.
As you can see, I emphasized the phrase “goal and objective above”. This is what we are going to focus on tomorrow because knowing this will determine how you set up your ad, which we will also get started on tomorrow. Get a good night’s rest because it is only going to get trickier as we go along 🙂