One of the most common issues our clients face with Facebook advertising is determining the best method to use to reach their consumers (targeting).
Like Google, Facebook continues to expand the variety of audience types available. We’ve listed for you the main targeting options we use for our clients at Rablab. Keep in mind that some of these features may not be available through your Power Editor yet.
First things first: You need to install the Facebook Pixel properly on your site. The Pixel is really a must-have for all advertisers and is useful for targeting specific product pages, cart abandonment, etc. It allows for what is known as remarketing.
1- ALL VISITORS OF A WEBSITE
As shown in the example below, you can target all of your site visitors, segmenting them by: 1 day (useful for those with a lot of traffic), 90 days or 180 days to make sure you don’t miss anyone. The idea here is to divide your traffic according to your sales cycle and show different ads to different segments.
2- SPECIFIC WEB PAGES AND EXCLUSION
For example, you can target a person who added a product to their shopping cart, but did not purchase it. In a second example, someone who visited your “request a quote” page, but did not submit the request form.
It is possible (and important) to exclude previous buyers. If someone has recently purchased an item, it is very likely (unless there is an incredible promotion) that they will not buy it again quickly. So you can set an exclusion window (for example 30 days) and not pay to reach an already acquired customer or lead.
3- EMAIL LIST (NEWSLETTER)
You can also upload your email list(s) to Facebook. You may have customers who buy your products in store, but you do not have access to their emails. Furthermore, you may also have their phone number or address.
Facebook allows you to enter a variety of personal information other than your email address (including zip code, gender, age, etc.) to better develop and target your segment. The advertisers (your brand) can then use this information to improve their targeting.
On the other hand, the people who have subscribed to your newsletter already have an interest in your brand, and you already have their email address. So, it’s really effective to build a separate audience with this list of customers. If you want to go a step further, Facebook offers you the possibility to make lookalike audiences, allowing you to find profiles similar to your subscribers. On a larger scale, this process can also be applied to the data contained in your CRM database. (Customer Relation Management)
4- TIME ON SITE
Another way to create a group using pixel data. As the name says, we target people who have spent a lot of time on your site. It is therefore possible (and simple) to create an audience of the 25% of your most frequent users, if the volume of your traffic allows it.
5- ENGAGEMENT ON FACEBOOK
You are now able to target people who interacted with your Facebook page with an ad or users who sent you a message or even someone who interacted with a video. This allows us to really target people who take “natural” actions and include them in our ads.
6- LOOKALIKE AUDIENCES
I mentioned this earlier, but this feature allows advertisers to target consumers who look like existing customers. So we can reach potential customers, who we probably wouldn’t have reached otherwise. This group can be created based on an audience of people who have visited the website or based on those who have taken an action on your Facebook page if the site traffic is insufficient.
7- YOUR FANS
We talked about it in a previous article, but the Facebook algorithm shows your posts to about 2-10% of your fans, which is very little. This figure drops drastically depending on the number of “fans” and their engagement with your content.
Fan targeting is a great way to increase your reach and target people interested in your brand. Very important: you can also target the friends of your fans. A kind of lookalike, but directly directed at the friends of those who follow you.
Behaviours are built based on the activity of a user with Facebook (as well as offline activities on Facebook partners). Just like the section ”interests, there are many categories and sub-categories of behaviours, for example, people who have clicked on a “buy” button on Facebook in the last month.
Interests are about the types of posts users share, the applications they use and the pages they like. The interests section has an impressive number of options to choose from. You can search for relevant topics or select from a list of categories, each containing an abundance of sub-categories.
10 – DEMOGRAPHICS
The number of choices you have from a demographic standpoint is really interesting. You can target based on, among other things:
- Financial status
- Life events
There are many others, but if you start using some of what I have presented, you will clearly see an improvement in the conversion rate of your campaigns, depending on your goals of course.