Facebook Ads Part 3 – Targeting
Facebook is used by a large section of the world’s population. To be more precise, there are 2.89 billion users.
It’s the ideal business opportunity to have so many people in one spot.
This means that businesses can use Facebook to reach out to potential customers.
However, there is a drawback. Facebook’s algorithm was altered in early 2019 to give unique personal content a higher value than public content from brands.
As a result, organic traffic’s reach was actually affected.
Paying for Facebook ads has been shown to be a wise decision for businesses. However, paying for advertisements does not guarantee business success.
To do so, you’ll need to fine-tune your targeting and consider “paying for advertisements” as “investing in data” – because that’s exactly what it is.
Let’s learn more about identifying the perfect audience for your company – think of it as identifying the ideal customer avatar.
1. Define your demographic the right way
You’ll be asked to choose a demographic when starting a new Facebook ad campaign. Location, age, and gender are the three most important factors.
This does not, however, imply that you should stick to the broad categories. Instead, you must target a specific demographic.
For example, just because your product can be purchased by people of various ages does not mean you should run a generalist ad campaign.
This will very certainly fail in the long run.
Instead, target a certain age group.
2. Define specific interest
To target your ads to a specific niche, you must first define their exact interests.
Remember how we said you should make a generalist ad? The click-through rate on such ads, on the other hand, is substantially lower, and it will eventually fail.
Stay away from the demographics. Even if you aim to market your products to men, for example, specify a specific group’s interest.
Consider what sorts of things a true fan would be interested in. Then incorporate it into your Facebook ad.
3. Locate people who are already interested
One of the many benefits of Facebook is that it allows you to see clients who are interested in your particular product.
Sending an ad to these people may raise the likelihood of conversions significantly.
Simply navigate to the habits menu on your Facebook ads manager. There’s also a sub-menu that lets you narrow down your search by purchasing habits.
Up to 75% of clients will conduct an internet search before purchasing goods.
However, keep in mind that you only have a week to persuade people to buy your product.
If you keep them waiting any longer, they’re not going to purchase.
4. Consider peoples income level
Imagine trying to sell a $5000 product to a broke college student. This isn’t going to work.
As a result, you must target your ads according to their income level.
By navigating to the demographics area of your Facebook ads manager, you can achieve this.
You can target your ads based on net worth, income, or liquid assets in this section.
While Facebook does not give precise information, it does use secondary data sources, such as spending habits, to decode people’s net worth and income.
The estimation is accurate enough to target the right people. For example, delivering ads on affordable products to lower-income groups and more expensive products to higher-income groups is considerably more effective than sending a generalized ad to everyone.
With Facebook ads, you can send targeted campaigns to the right people using a variety of targeting choices.
This raises the likelihood of receiving a response and enhances conversion rates significantly.