HOW TO TARGET YOUR AUDIENCE LIKE A PRO WITH FACEBOOK ADS
Facebook ads have revolutionized the way businesses reach their target audience. Facebook is the third most visited website following Google and YouTube, respectively. This puts it ahead of other leading platforms like Twitter and Instagram.
With its vast user base and sophisticated targeting capabilities, Facebook provides an unparalleled platform for businesses to connect with potential customers. However, targeting your audience effectively on Facebook requires more than just setting up an ad and letting it run.
By leveraging the expertise of digital marketing agencies like Intent Farm - Digital Marketing Agency in Bangalore | Ads & SEO Company, you can ensure that your Facebook ad campaigns are highly targeted and effective. This guide will take you through the steps to target your audience like a pro, ensuring you get the most out of your Facebook ad campaigns.
UNDERSTANDING FACEBOOK AD TARGETING
Facebook ad targeting allows you to specify who will see your ads based on various criteria. These include demographics, interests, behaviors, and more. The goal is to ensure your ads are shown to people most likely to be interested in your product or service.
Detailed targeting audiences
Demographics -
Demographics
You wouldn’t want to display your pottery set to a 15-year-old kid, right? This is where demographics come into play, i.e., consideration and categorization of your customers based on age, gender, location, language, culture, education, job title/industry, relationship status, parental status, income band, etc.
For instance - specific schools or particular study fields will be useful for niche products or services related to certain professions; Target parents based on the age of their children (e.g., new parents, parents of toddlers, parents of teenagers), etc.
Interests -
It allows you to reach people who have shown a particular interest or hobby relevant to your product or service. Major categories include Business and Industry (Finance, Advertising, Photography, etc); Entertainment (TV, Books, Music, Games, etc); Fitness and Wellness (Yoga, Gym, Healthy Eating, etc); Shopping and Fashion (Clothing Styles, Accessories Preferences, Beauty Products, etc); Technology (Gadgets, Softwares, Video Games, etc); Travel (Luxury travel/Backpacking/Adventurous, Destination, Airline preferences, etc). All this data on the interest of customers will help you better target your audience.
Combine multiple interest categories to narrow down your audience. For example, target people interested in both “fitness” and “healthy eating” for a more refined audience.
Behaviour-
-Purchase Behaviour - Identify your target audience on the basis of how often they buy, what they have just bought, or if they are loyal to one brand. It is helpful to those in retail or e-commerce.
-Device Usage - Target different users according to the type of devices that users own, either mobile, tablet, or desktop. This is great for app developers or software providers.
-Activity Engagement - Concerns should be narrowed down to clients who have expressed great enthusiasm towards particular types of content, for example, video viewers or people who often post likes and shares. It is beneficial for content promotional activities and commitment drives.
Custom Audiences
Off - Facebook Custom Audiences
Off-Facebook Custom Audiences is a powerful feature within Facebook Ads Manager, it enables you to target users using non-Facebook acquired data comprising of the following;
-Website Activity - Install the Facebook Pixel on your website to track visitor actions and create audiences based on these interactions or Target users based on specific actions taken on your website, such as page views, add-to-cart, purchases, or form submissions.
-App Activity - Use the Facebook SDK to track in-app activities or Create audiences based on specific in-app events, such as app instals, purchases, or level completions.
-Offline Activity - Upload offline event data, such as in-store purchases, phone orders, or other offline interactions and Use CRM systems or manual uploads to feed offline data into Facebook.
-Customer Lists - Use existing customer data, such as email addresses, phone numbers, or other identifiers, to create a Custom Audience and Retarget people similar to those you have, or re-engage inactive ones.
On-Facebook Custom Audiences
On Facebook advertisers can specifically reach users who have interacted on any of the Facebook platforms such as: Facebook, Instagram, Messenger, Audience Network.
-Video - Make audiences from users who have watched your videos. Segment by the percentage of video they watched (e.g., 3 seconds, 10 seconds, 25%, 50%, 75%, 95%).
-Instant Experience - Target users who have interacted with your Instant Experience ads (formerly Canvas ads).Focus on users who opened, clicked, or engaged with the ad content.
-Shopping - Target users based on their interactions with your Facebook or Instagram Shops Including actions like product views, add-to-cart, and purchases.
-Instagram Account - Target users based on their interactions with your Instagram Business Profile. It Includes actions such as profile visits, post engagement, and direct messages. Instagram ads cost in India are affordable and give good returns if used effectively.
-Events - Target users who have interacted with your Facebook events.Segment by actions such as event responses (interested, going) and event engagement.
-Facebook Page - Target users based on their interactions with your Facebook Page.Includes actions like page visits, post engagement, messaging, and page follows.
-Lead Form - Target users who have opened or submitted your lead forms.
Useful for retargeting users who showed interest but didn’t complete the form.
Lookalike audiences
-WHAT?
A Lookalike Audience is a group of people who share characteristics with your existing customers or engaged users. The use of Lookalike Audiences on Facebook is an amazing way to expand your reach to other users whom you may not already know but who might have some interest in what you're doing or promoting.
-HOW TO BUILD ONE?
Use your already existing custom audience (at least 100) as your source to analyse their traits (e.g., demographics, interests, behaviors) using facebook. Thereafter, Facebook finds new people who share similar characteristics to those in your source audience.
TIP: Keep your lookalike audiences and your detailed targeting audiences in separate campaigns (if you’re using campaign budget optimization).
CASE STUDY
Advertising Agency - Intent Farm
Client - Rajasthan Royals’
Industry - EdTech – Sports
We initially tested 8-10 distinct audiences per course until we were happy with the conversions and then went on to incorporate buyers' lookalike audiences. As a result, RSB expanded from 4 to multiple courses with consistent sales, doubling revenue in 8 months, with 40% growth from new courses.
Improve targeting with Facebook ad relevance diagnostics
If you don’t want to spin the wheels forever, Facebook Ad Relevance Diagnostics is your way out. They are statistics that aid you in appreciating how the quality, engagement, as well as conversions of your ads, compare with those of other ads battling for the same audience.
3 key diagnostics are:
Quality Ranking
Measures the perceived quality of your ad compared to ads competing for the same audience.
How to Improve?
Use high-resolution images and videos, Write clear, concise, and engaging ad copy, Ensure that the landing page provides a good user experience and Pay attention to user feedback and comments on your ads
Engagement Rate Ranking
It compares the rate at which you should expect your advert to be liked, shared or commented upon with that of other competing adverts targeting the same audience.
How to Improve?
Create content that encourages users to interact, Videos generally get higher engagement rates, Use strong CTAs to encourage users to like, share, comment, or click on your ad and most importantly ensure you are targeting the right audience who are more likely to engage with your content.
Conversion Rate Ranking
It measures how well your ad is expected to convert compared to ads competing for the same audience with the same campaign objective.
How to Improve?
Clearly communicate the benefits of your product or service, Make sure your landing page is optimised for conversions, Test different offers, such as discounts, free trials, or limited-time promotions, to see what drives the highest conversion rates.
Target people who have recently shopped from Facebook ads
Facebook has an advanced targeting method that includes in-market segments allowing advertisers/ business owners to focus on persons who are currently looking for particular goods. Even though they are not referred to as “latest shoppers,” they are determined by what users do in a recent time period and could take into account some other forms of recent purchase actions.
Upload your customer list of recent purchasers to create a Custom Audience. This is especially useful if you have offline purchase data or email lists of recent buyers.
TIP: Ensure your list includes identifiers such as emails or phone numbers and is formatted as a CSV or TXT file.
If you use Facebook Shops or Instagram Shopping, you can target users who interacted with your products directly on these platforms.
Find your unicorn content
The term unicorn content in Facebook Ads is used to describe advertisements outputting excellent metrics like engagement, click-through rate (CTR), conversion rate etc. These advertisements are successful and viral in nature which means increased customer interactions and sales.
Find Your Unicorn Data Using:
Analyze Ad Performance Data
A/B Testing
Focus on High-Engagement Content
Use Lookalike Audiences
Monitor and Optimise Ad performance
CASE STUDY
Advertising Agency - Intent Farm
Client - Kreeva
Industry - eCommerce – Indiawide
For better ROAS results, We optimized Kreeva's Meta ads using data-driven strategies, including creative tests, audience segmentation, bid adjustments, repeat sales offers, and targeted campaigns to gain a 180% revenue increase and a 35% improvement in ROAS.
Get ultra-precise with layered targeting
Layering a target audience in Facebook ads or layering a Subway sandwich, the goal is to create a tailored experience that resonates with your audience or taste preferences, leading to maximum satisfaction and desired outcomes.
HOW TO LAYER?
Begin with a broad audience based on demographics or general interests related to your product or service and move forward to Layer specific interests or behaviors that align closely with your target audience's preferences and activities.
Exclude demographics or behaviors that are not relevant to your product to further narrow down your audience.
EXAMPLES
E-commerce Example:
Layer 1: Target users interested in "Fashion" and “Travel”(interests).
Layer 2: Narrow down to users who are Fashionable Travellers; Often shop while traveling (behavior) and engaged fashion shoppers who recently engaged with your website (Custom Audience).
Layer 3: Exclude users who already made a purchase (Custom Audience).
B2B Example:
Layer 1: Target professionals in "Marketing Management" (job title).
Layer 2: Add an interest in "Digital Marketing" and "Content Marketing" (interests).
Layer 3: Narrow down to users who have visited your website's B2B solutions page. (Custom Audience).
TIPS FOR PERFECT LAYERING:
Balance: Avoid making your audience too narrow, which can limit reach.Strive for an equilibrium between specificity and scope.
Relevance: Do not create a highly closed off audience when you can avoid it
Creatives: Align your image,video and other visuals with the taste of your targeted audience.
Now, with a clear understanding of audience selection and available options, you're ready to craft a powerful Facebook strategy and achieve success with your ad campaigns
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