The success of your Facebook campaign is fundamentally connected to targeting.
Targeting is the single most important component in the entire ad mix.
Your goal should be to nail your targeting. Because when you nail it, you ripe the benefits of high Relevance Score, high conversion rate, lower costs… and, in general, better results.
So how CAN you nail it?
There are several ways.
For instance, one could be to set up targeting according to your consumer personas. But for some that might be overcomplicated. When you’re just starting out, it’s so easy to get distracted with all the different ways you can set up your ad targeting. Some people find all kinds of options within Facebook’s platform daunting.
But there are also easy ways to set up your targeting. Smart ways even experts are using.
Let me show you.
NOTE: I explain these three strategies in more detail in the guide below. In this 16 page how-to guide, you’ll find exact steps you need to take to set up the proposed targeting strategies.
You probably already have a Facebook page (if you don’t you should seriously consider creating one). And on your page, you might already have a few hundred, maybe a few thousand fans. The first thing you should consider is targeting them.
You probably know all about Facebook’s miserable reach. So, chances are, most of your fans don’t see most of your updates. Targeting them would make a great idea.
Because they already showed interest in you and your work. When given the right opportunity, fans will likely become regular visitors, subscribers, or customers.
Another great opportunity is to target your existing email list. You can upload your list to Facebook and target your subscribers with your ads.
Although, of course, you can only target people who subscribed with the same email they use for Facebook. Don’t worry, Facebook will “clean” your list as you upload it. In my experience approx. half of the people don’t use the same email address. That means if you upload a list of 1,000 emails, you’ll probably end up with an audience of about 500 people.
Also, targeting your website visitors is a powerful move, because you’ve already done a whole lot to attract them to your site in the first place.
The first thing you’ll need to do is place a Facebook Pixel on your site. Even if you don’t plan to target your visitors in the near future, I strongly suggest you put in place your pixel right now. So when you do decide to target your website visitors, you’ll already have a bunch of people in your target group.
You can target your website visitors by creating Custom Audiences. You can target people who visited your site in the past 7, 30, 60, or any other number of days. An advanced move would be to target people who visited specific pages within your site.
For example, you can target people who visited a blog post on Facebook advertising and show them ads of your Facebook advertising course.
(Don’t be surprised if you see me doing that 🙂 )
This targeting strategy can be incredibly valuable because you’re targeting people who have shown interest in your niche.
You start by creating several ad sets in one Facebook campaign. Then you target fans of each competitor with a different ad set. The reason to make a different ad set for each competitor is because it’s the best way to know which competitor’s fans are converting best for you.
At this point, you may be wondering how can you target the pages of your competitors.
It’s quite easy actually. You enter the name of the page you want to target in the Interests field. You’ll probably notice that sometimes Facebook won’t find every single page name you enter. That’s a well-known Facebook glitch and there’s really nothing you can do about.
We are moving further away from your core followers, but lookalike audiences should still be inside your sweet spot.
Targeting Lookalike Audiences is a way to reach new people who are likely to be interested in your business. Facebook helps you find people who share similar traits to the people you already have in your audience.
You can base your Lookalike Audience on a variety of sources such as people who like your page, or visited your website.
Lookalike Audiences are so powerful because they help you expand and scale your ideal audience. You’ll sometimes struggle to target new people continuously, and Lookalike Audiences will help you with just that.
You sometimes struggle to target the right people, your ideal audience. Especially if you’re just starting with Facebook advertising, it’s easy to get confused.
Try the audiences I suggest in this article and let me know how it goes in the comments.
Also, it would mean the world to me if you could share this article with at least one person who you think could benefit from these tips.