Advanced Facebook Ad Targeting for Businesses
Facebook knows you better than you know you . The data it collects is much more valuable than basic demographics. It knows what you’re interested in, what you read and what you purchase, and it can even track your offline activity. That’s why Facebook ad targeting is so valuable to businesses.
Your business can use Facebook to target virtually any group of people you want. With more than 1.7 billion monthly active users, Facebook has more interest-based data than anyone else, and it’s all accessible to marketers.
Here are some tips that’ll help you master Facebook’s advanced targeting options.
Facebook Custom Audiences is an advanced feature that enables you to retarget people you’ve had previous connections with. This gives you the opportunity to increase customer value and loyalty. These are the different ways you can create your audience:
1. Customer list
Upload your customer phone list, purchaser/subscriber email list, or Facebook user IDs. Note that an email or phone list might not match with an account on Facebook. People often have more than one email address and may opt out of sharing their phone numbers.
TIP: Create separate lists for each of your segments. For example, you could have one list for your newsletter subscribers and another list of people who have actually bought your product. You can even narrow it down to users who bought a particular product. This way, you can send different messages to each group.
TIP: Don’t forget to exclude a Custom Audiences list. For some businesses, a customer only converts once. If that’s the case for your business, exclude people who have already converted. By making sure they won’t see your ads again, you won’t waste your ad spend.
2. App activity
Select one of your connected Facebook apps and use mobile ad IDs to target people who have taken a specific action (an event) within your app or game. The event can be one of 14 predefined events, such as “added to cart” for a commerce app or “level achieved” in a game. You can also set up your own custom events. The mobile advertiser IDs supported by Custom Audiences include Apple’s IDFA, Android’s Advertiser ID and Facebook’s app user IDs.
TIP: If your campaign objective is to generate more mobile app installs, also filter people who are using new mobile devices. When people get new phones, they usually search for new apps to load on their phones. Late December is a great time because so many people get new phones as holiday gifts.
3. Website traffic
Install a conversion pixel so you can track people who visit your website or view specific web pages. This group of people already know your name and were interested enough to visit, but they weren’t interested enough to convert.
TIP: Close the gap by offering product demos, free trials and other promotions to get them to revisit.
Connect with people who have engaged with your content on Facebook. One unique Facebook ad targeting option is that you can target based on video engagement. You can choose to target people who viewed your video for a certain number of seconds or viewed a specific percentage of your video.
TIP: For viewers who watched at least 50% of your video, retarget them with more useful content that can move them farther down the funnel.
Once you have a good custom audience in place, you can extend your reach to lookalike audiences. With lookalike audiences, you can target potential customers who share the same traits as your existing customers. It’s a great way to reach new people who are likely to be interested in your business.
You can target on a variety of sources, such as people who like your page or visit your website. For more effective targeting, filter your list with Facebook’s basic targeting options (gender, interests and behaviors). You can also create lookalike audiences from any Custom Audiences list.
Your source audience should include at least 100 people from a single country. Smaller audiences match your source audience more closely, and larger audiences increase your potential reach but reduce the level of similarity to your source audience.
TIP: Expand to new markets by targeting people who live in other countries and are similar to your customers.
TIP: Test different lookalike audiences. Use the same ads and the same basic targeting, but launch lookalike audiences in different ad sets, such as page fans, blog visitors and other lists. This way, you can see which one generates the best results.
Published on March 6, 2017