5 Tips To Find the Best Target Audience for your Facebook Ads

July 26, 2018

At StoryTEQ we have been optimizing Facebook Ad Campaigns since 2015, one of the very first things we discovered was that, in order to get the best results for your campaign one of the things you need to do is to target the right audience, so here are our 5 essential tips to ensure that you get the right target audience for your Facebook campaign.

Why is targeting so important?

Targeting everyone in Facebook is not a good idea, not everyone is interested in i.e glasses because not everyone has bad eyesight, not everyone’s interested in your car accessories because not everyone owns a car… you get where we are heading: It’s important to get to know who your target audience is and exactly what makes them tick.

To find out what makes your audience tick you can do one or several things

Marketing Persona

Also known as Buyer Persona, Marketing Personas are a semi-fictional representation of your ideal customer based on market research and data about your existing customers. In it, you will need to define basic parameters such as

  • Age: The age of your ideal customer.
  • Gender: Is your ideal customer female or male, perhaps both?
  • Salary: What yearly income does your ideal customer have?
  • Location: Where is your ideal customer located?
  • Education: What type of education does your ideal customer have?
  • Family: Specifying the status of your ideal customer family-wise with parameters such as the number of kids, gender, their age…

But also more complex parameters like Goals, Challenges, Values, Fears…

A marketing persona will help you focus your ads in the right segment, the segment that will most easily react in line with your goals, making it so that you don’t spend advertising budget on an audience that will never i.e convert.

Facebook Audience Insights

Marketing Personas are great, but considering Facebook has a lot of information on its users, you are able to gain insights into the trends of your customers more easily.

The data in Facebook Audience Insights can come from one of three places

Everyone on Facebook

Giving you an overview of the aggregated data that Facebook collects from all Facebook users.

People connected to your page

Providing information to give you an edge on your existing customers and fans.

A Custom Audience

If you have a list of email addresses such as a customer list, you can upload it to Facebook as a Custom Audience and it will be matched to Facebook Accounts. Once the data is matched you will be able to learn a lot from your users.

On the topic of learning from your users. What can you learn from users by using Facebook Audience Insights?

  • Demographics ( Gender, Age Ranges, Lifestyle choices…)
  • Page Likes
  • Location
  • Activity
  • HouseHold
  • Purchases

Lookalike Audiences

In Facebook, you’re able to use the Pixel to create a Lookalike Audience, which is an audience that is likely to be interested in your business because they’re similar to your best existing customers.

Setting up your pixel and creating a lookalike audience is just a few relatively easy steps.

Here are two strategies that you want to try-out:

Targeting the highest spenders

It’s possible to upload a list with the customers that spend the most on your site. This will allow Facebook to match the list to their Facebook accounts and subsequently create a lookalike audience to use in your ads, similar to your highest spending customers.

Lookalike of the audience watching 75% of your videos

If video engagement is what you’re after for your campaign, with Facebook you can select Engagement as the main goal of your campaign. Facebook will let you choose between People that have watched the 25% 50% 75% and 95% of your videos.

Let Facebook optimize your campaign

Depending on what you want to get of your campaign you will have to choose a different goal and, it’s important for you to choose the right one since the Facebook algorithm will deliver you an audience that is most likely to help you achieve it.

There have been multiple experiments in which the main results were that:

  • Conversion optimization get the most leads
  • Link clicks have the lowest CPC
  • Engagement gets the most interaction with the post
  • Reach has the lowest CPM

Use Facebook Ad Scheduling

Depending on who you may be targeting the Facebook Ad Scheduling really makes sense. With Facebook Ad Scheduling you can tell Facebook that you do not want to show your ads all the time but at selected times that you choose.

Ad Scheduling might make sense if

  • Your ad requires you to be available real-time once the user clicks.
  • You see a decrease in performance during the weekends.
  • In B2B Marketing to target customers only during business hours.

 

Conclusion

Targetting the right audience is incredibly important, luckily thanks to the tools available in Facebook this then difficult task, has become easier and more accurate.

 

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