Within the Facebook Ads platform, there are numerous targeting and placement choices. With these 10 tips, you can use Facebook Ads to prospect, re-engage, and convert. One of my favourite venues for running advertising across the whole consumer journey is Facebook Ads. There are a plethora of targeting options and placements available; the possibilities are limitless. When done correctly, you can prospect, re-engage, and convert at a low cost.
Experiment with less costly top-of-funnel targeting options:
This tip is related to the previous one about selecting intelligently your goals. It’s not always a good idea to go immediately into the conversion goal, depending on the duration of your client journey. If you’ve had a locked piece of content, the conversion format can occasionally work well for generating top-of-funnel leads, but it isn’t always the most cost-effective option to collect those leads.
Lead advertisements, for example, can accomplish the same goal at a lesser cost, and you can also remarket lead from engagement. So the fact of the matter is that if your goal is to attract top-of-funnel traffic to your website’s resources, other campaign objectives other than conversion might occasionally result in less expensive remarketing audiences.
Engage with Audiences in Innovative Ways:
You have a lot of leeway with audiences – you can do more than just target all site visitors. You can remarket to those who have looked at specific products (you should utilize dynamic remarketing for this!). You can target people who have made specific conversion steps to continue moving them along the customer journey. You could, for example, target folks who added something to their basket but didn’t buy it, or people who downloaded a white paper but didn’t ask for a trial. You can also create audiences based on their recent activity.
Someone who has looked at a product in the past day or even last week is more likely to return and buy it than someone who looked at it 30 days ago. For instance, you can have different audiences for product viewers in the last seven days versus the last thirty days. To avoid overlap between the two ad sets, you would eliminate users who viewed products in the last 7 days from the ad set targeting product watchers from the previous 30 days. There’s also the option of creating different bespoke audiences.
You could, for example, export a list of audiences who have previously purchased but not recently. You might also use new product releases to target your loyalists. With new complementary offerings, you could target customers of specific products or services. The possibilities are limitless. You can also target on-page actions, giving you a lot of retargeting choices.
Identify Targeting Options Using Audience Insights:
Analyzing the audience insights from your Facebook page is a quick and straightforward technique to come up with audience targeting ideas. (The only exception is if you’ve ever paid for followers, in which case the data is skewed.) Your audience insights can provide you with information about your audience’s demographics as well as their other interests. If you don’t filter your audience insights, you’ll get a wide range of prospects from numerous personas. I recommend focusing on different targets to obtain a sense of profiles to make this data more relevant.
Focusing on specific demographics, for example, can assist in determining which interests to target for that demographic.
To zero in on a topic, layer interests, or demographic targets:
Combining various Facebook audiences allows you to zero down on your target demographic. Using the “Narrow Audience” function to combine various interests allows you to specify that prospects must meet all of the interest or demographic criteria to view your ad. Multiple demographics and interests can be layered together, or interests and/or demographics can be layered over your audience.
To guarantee that the ad you deliver is relevant to their interests, you may start with a broader lookalike audience and then refine it with specific interests.
You could layer a hiking interest and run ads with photos or videos of individuals on trails if you were utilizing a 3-5 per cent lookalike of all backpack purchases. You can also utilize exclusions to narrow down your target market. If you were advertising for a college, for example, you would probably want to exclude those who already have certain (or even any) degrees. One thing to avoid is restricting your target audience too much. Because Facebook excels at data, becoming overly specific can hurt performance, contrary to popular belief. If your target interests are too restricted, layering them together in a “either/or” rather than a “and” approach can be beneficial.
This effectively tells Facebook that prospects must be a part of either of these audiences (as opposed to requiring prospects to be in all audiences). This can assist Facebook’s bidding algorithms to do their job by giving some of your minor interests a larger audience pool.
Select the Correct Goal (& Consider Testing Multiple Objectives):
On the surface, it appears that each Facebook Objective has a well-defined place in the client journey. Most Facebook Objectives, on the other hand, may be used to engage and convert prospects at various stages of the customer experience. Instead of recreating the wheel, check out How to Choose the Right Objective for Your Goals. With a little imagination, you can find that experimenting with different Objectives results in a lower cost per acquisition. I’ve found that using a video views campaign can occasionally result in cheaper site visits than traffic efforts, as well as the creation of low-cost remarketing pools of people who have both visited the site and watched the videos.
Furthermore, the video views campaign accounted for more helped conversions through organic visits than the traffic campaign in one scene with a customer selling a product with a high degree of consideration. This seemed to back up our theory that consumers who viewed a video were more educated and engaged than those who merely saw a static image ad. That isn’t to suggest that this is always the case; it isn’t, which is why testing is so important.
If you’re going to use the Conversion Goal, make sure you have enough volume:
You may have noticed that the conversion goal has been referenced several times throughout this article. That isn’t by chance. I don’t have enough data to say which Facebook marketing aim is used the most. However, if I had to estimate based on anecdotal account auditing experience, it would be the conversion goal. Because Facebook’s algorithms for identifying potential prospects are pretty good, the conversion goal can be a killer performance.
Data, on the other hand, drives such algorithms, therefore they need conversion data to build on for them to perform optimally.
If you’re employing a low-volume conversion action, your campaigns may remain in “learning mode,” which means Facebook isn’t confident in its ability to anticipate and identify which prospects are most likely to convert to distribute your ad properly. Consider defining slightly upper funnel actions for Facebook to optimize toward if this is the case.
For example, if you’re an e-commerce store with little sales data, aiming for add-to-cart instead of purchases can help Facebook get a little more volume. As more consumers add items to their shopping carts, you should notice an increase in sales – as long as your conversion rates remain stable. You can try using the lower funnel action as you generate more volume, but you may still find that the higher funnel action’s volume might sometimes result in cheaper cost per sale.
Engagement in remarketing:
As you may have noticed, Facebook offers a variety of remarketing options, all of which can be extremely beneficial. Not only are there a plethora of possibilities, but Facebook is also known for being a low-cost re-engagement platform. Remarketing engagement is one of the most cost-effective methods of remarketing.
This strategy is not only inexpensive, but it also allows you to go back in front of prospects who may never have visited your site before, making this your one chance to re-engage them. There are many wonderful ways to do this, like remarketing video viewers and lead form abandonment, which have already been covered in this post.
You may also remarket engagement on Instagram, Facebook pages, and instant experiences, to mention a few options. Check out Tim Jensen’s new post on Facebook targeting choices for more ideas on how to remarket engagement and other Facebook targeting recommendations.
Ads can be tailored to different personas, audiences, and interests
You have a huge potential to be hyper-relevant because you have so many targeting possibilities, including push and pull techniques. You may simply generate relevance to the interest targets that you’ve utilized to get in front of prospects if you’re targeting top-of-funnel prospects.
If you’re aiming for lower-funnel consumers, you can make content relevant to what they’ve already engaged with or expressed interest in. For example, if you’re selling backpacks, you might target students, hikers, and people who use a backpack to bring their laptops to work.
Then, for each of those audiences, an ad that speaks to their use-case should be shown. It would be completely inappropriate to target a young professional with an advertisement depicting students in a hallway. Remarketing them with a branded ad or an ad for a different product isn’t as attractive as it may be if you’re selling software and someone has expressed interest in a specific software license.
Ads can be customized for different placements:
Advertisers may use Facebook’s ad platform to reach a variety of audiences, including Instagram. There are various ad types between Facebook’s newsfeed, Instagram’s newsfeed, Facebook stories, Instagram stories, Messenger, and many other placement options.
Unless you opt out, Facebook opts you into all placements by default. Facebook will also produce advertisements for all placements automatically using the images and content you provide — but that doesn’t imply they’ll be perfect.
Advertisers frequently make the mistake of creating a newsfeed ad and then allowing auto-generated ads for other locations to run alongside it. If you’ve done this, a glance at the ad previews for various placements will most certainly make you cringe. Customizing your advertising for various placements is a simple method to ensure that you’re putting your best foot forward in every situation.
Examine your data and make any necessary adjustments:
Lastly, keeping a close eye on your data will help you guarantee that your efforts are running well. Data should, of course, be used to influence future creativity, targeting, bid strategy, and other decisions. Experiments, an extremely easy feature within Facebook Ads, may be used to test hypotheses about campaigns, ad sets, and ad adjustments.
Beyond that, segmenting your data allows you to see what’s working and what isn’t. For example, you may discover that specific locations, places, or gadgets perform significantly better (or significantly worse) than others. Exclusions can be made as needed, or you can separate the cream from the crop by isolating key aspects into their campaign, assuming there is adequate data.
The aforementioned tips are sure to help you out with your Facebook advertisements. In other news, Facebook seems to have quite down after the data sharing feud with Apple over its App Tracking Transparency feature with limits iPhone data sharing. It seems the tech giant has accepted its defeat for now.