Looking for a diverse online advertising platform that can expose your marketing initiatives to a wider audience? The way to go is via Social Media ads. You can reach almost every social media user with an Ad, thanks to the virtually limitless selection of precise targeting choices and features available with ad targeting. You're set to rule the platform when you combine these targeting possibilities with Meta Business Suite's features.
However, the sheer quantity of targeting possibilities also poses significant challenges for the typical Facebook advertiser. The platform is nearly so complicated that untrained users may become overwhelmed. The majority of users create unique audience targeting on Facebook without understanding how to optimise it. Given that Facebook has more marketers than there are users, targeting is now more important than ever!
The cornerstone of Facebook's advertising platform are Facebook custom audiences. Therefore, when people don't have success, they give up quickly and declare that Facebook Ads are useless. Alternatively, they (you might) think Facebook isn't for advertising.
This is untrue. And fortunately, there are a number of fixes you can do to improve the performance of your bespoke audiences.
Aim For More Than Just Demographic Data
Employing just simple demographic information is one of the main causes of your Facebook custom audience's failure.
Creating simple buyer personas or customer profiles that describe your typical customers is a great tool when you are finding your target audience, but when it comes to Facebook Ads it’s not enough for growth and profit.
For instance, if you went to the Meta Business Suite (formerly Facebook Business Manager) and created a new audience would you end up doing something like this?
Basic audiences are a great start, but why limit yourself. Simple metrics like age and gender aren’t going to get you qualified buyers.
Just consider how numerous and diverse this audience is:
If 33 million people were interested in your product, you wouldn't need Social Media to market. Simply put, you can't win over everyone. In good taste, too! It's actually a positive thing. On Social Media, larger audiences frequently perform poorly since the targeting isn't precise enough.
Social Media is part of the problem! When you create a new advertisement, demographic information is the major choice.
Hence, if your Facebook custom audience isn't producing results, it's likely because you are only using demographic information. One of the worst mistakes you can make when managing Facebook advertisements is to create a custom audience that is not sufficiently customised.
Fortunately, there are dozens of other approaches you may take to build a personalised audience that doesn't prioritise demographic information. These consist of:
- • Facebook Pixel
- • Activity of Users On Your App
- • A Customer List
- • Offline Data You Collect In-Person
- • People who watch your videos/engage with your posts
- • People who have interacted with your Instagram account
- • People who clicked on your Facebook or Instagram shopping experiences
We recommend giving it all a try!
Use Interests and Exclusions
When running Facebook Custom Audience, it's crucial to narrowly define your target population in order to prevent irrelevant clicks. With Facebook, developing an elaborate exclusion strategy is simple. You may exclude users based on their hobbies, demographics, behaviours, or even if they previously did any activity (no matter how complex) on your website.
You may target anything using interests and exclusions, including income, spending patterns, and employment positions. With Facebook's unique audience targeting, you can be really precise.
Let's imagine, that you have an ad agency and have noticed that sales managers aren't very interested in my agency. I therefore wish to avoid targeting them, then;
This will help refine your custom audience to a sensible size. Continue to customise these groups as much as possible. Don't let the lack of precision restrict the efficacy of your Facebook ads.
Make Certain Your Recency Window Is Long Enough
When people run remarketing campaigns on Facebook, they typically employ custom audiences. That's because Meta Business Manager allows you to rapidly execute a new website visit-based remarketing campaign and audience. But for one very specific reason, custom audiences for remarketing frequently fail: the default 30-day cookie duration is ineffective.
This is the number of days you want people to remain in your audience after meeting the traffic criteria or goal. This simply implies that after visiting your website, a user will no longer be considered part of your audience after 30 days.
This is problematic if you consider the sales funnel of Social Media Users:
The majority of consumers won't buy from you the first time they see your product. They must first move through the various phases of the purchasing procedure.
- 1. The Awareness Stage: Customers are still trying to figure out what their problem is and how they can solve it.
- 2. The Interest Stage: Customers start to explore various products or services to fix their problem.
- 3. The Decision Stage: Customer then decide which business they think will help them the most.
- 4. The Action Stage: Customers take action when they see a return on your investment and a complete a full sales cycle.
The default settings for Meta Business Manager should work for you if you're fortunate enough to close sales in less than 30 days. However, you should employ a lot larger window for your audience if you can't turn a brand-unaware user into a customer in less than a month.
Experiment with this number by creating custom audiences with different cookie windows to see which performs best.
Target by Specific Page Visits and User Flow
Sometimes interests and exclusions might not be enough. When all else fails, you need to jumpstart your campaign with visitors who are highly likely to buy from you. Targeting individuals who visit particular pages and perform particular actions allows us to be even more precise when building better custom audiences and fixing social media advertisements that are not performing.
As you can see above, instead of remarketing to all my website visitors, you can target specific page visits and URLs where leads showed an interest to further refine your audience.
You may also describe specific patterns of purchasing behaviour.
Have you noticed that before making a purchase, individuals visit many pages? Do people arrive at your pricing page following a particular blog post? ‘The Behaviour Flow’ in Google Analytics will be useful for this.
Start by researching the common entrance points and viewing routes that visitors take on your website. Using these trends and recurring patterns you can build a targeted custom audience to drive more sales.
Create a 1% Lookalike Audience
Lookalike Audiences can be fairly easily understood. Facebook Custom Audence mimics the specific audience you establish from your email list with other users.
Facebook Custom Audience achieves this by using the email addresses on your current customer list to match them to accounts, then looking for additional people who have similar data and would be interested in your products/services.
Lookalike audiences give you the option of choosing what percentage of the population you want to target:
The range is from 1% to 10%, with 1% generating the most focused and small audience and 10% producing the highest audience size. This percentage is of the country's overall population, which are closely resembling your other audiences and customers.
Our research has shown that the 10%-based lookalike audience was found to have a 70% higher cost per lead than the 1% audience. That could be a game-changer for improving your ad effectiveness.
Remember, Facebook custom audiences are all about specificity. Don’t make the cardinal sin of trying to cast too wide of a net. The more specific your audience, the better your conversion rate.
Conclusions
One of the finest ways to attract new consumers is through Meta's advertising platform. You can reach just about anyone through boost posts and remarketing, which is always effective. Additionally, custom audiences are a treasure trove for precise targeting.
To know more tips and tricks, visit www.socializeindia.com
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