Do you want better results with your Facebook advertising campaigns?
Are your ads not delivering the results you need?
In this article, you’ll learn three strategies for optimizing your Facebook ad campaigns to reach your ideal target audience.
Strategy 1: Compile the Attributes Of Your Current Audience
First of all, you need to get to know your audience. Who is your target customer? You probably already have a good idea, but have you considered all the attributes of your ideal customer that you can target with Facebook ads ?
Here are some questions about your target customer. These questions will come in handy for the practical tips and tricks discussed later in this article, as they all relate to the attributes you can specifically target with the Facebook Ads Manager.
Where do they live ?
This question is especially relevant if you have a local store or service. You can target people in specific countries, states, regions, cities, zip codes, and even addresses to ensure that your ad only shows in areas where your potential customers may live.
How old are they ?
If you don’t know how old your target customer is, do some research. Search online for information about the ages associated with your product. For example, if you are a jeweler, it helps to know that the late 1920s is the average age when people get engaged in France. Is there a similar trend related to your business?
Are they men or women?
This question may seem fairly straightforward; however, that can change depending on the objective of your ad campaign. Going back to the jeweler example, you can assume that the target audience for the earrings is female. However, when Valentine’s Day is around, it might be a good idea to run an ad for the earrings aimed at men looking for a gift idea.
What language do they speak?
You are probably assuming that your target audience speaks the same language as you. However, Facebook Insights can show you something else. To find this data, go to your Facebook page and select People.
You can sort the data to see where your followers live (and the most engaged followers) and what language they speak. If other languages appear, consider running a targeted ad in another language.
Do they fall into a specific demographic?
When you set up your targeting in Facebook Manager, you’ll find the demographics section under Detailed Targeting. Here you can target by all kinds of demographic criteria including education, financial factors, place of birth, marital status, politics and more.
Take the time to explore this section. You may not have thought of attributes that are relevant to your business that could improve the results of your next Facebook campaign.
What are their interests?
Similar to the Demographics category, you can target a wide variety of interests in the Ads Manager. Browse or search for topics or pages related to your business.
Where are they online?
You can also target audiences based on a platform or device. Are your customers more likely to be on Facebook or Instagram ? Do they usually use a computer or a mobile device?
Note: If your web experience isn’t great on mobile, you may want to target desktop users (although most users today are browsing on mobile devices).
Dive Deeper with Facebook Audience Insights
You don’t have to figure it all out on your own. Facebook Audience Insights can help. Audience Insights will divide all kinds of information about your current audience on Facebook so that you can save your answers to the questions above with data.
Use Audience Insights to learn about the attributes of people who are already following your business organically so you can target people with similar attributes. Get a variety of insights from Facebook data including age, gender, relationship status, employment, education, top cities, countries and languages, most popular pages and use of devices.
Audience Insights also offers insights based on third-party data related to lifestyle, income, retail spend, shopping behavior, and more. You must be at least a Page Advertiser to access this feature.
Strategy 2: Divide Your Ads Across Different Audiences
After you’ve answered the questions above and you know what attributes you want to target, run some tests. Testing will help you get the best returns in the long run. Instead of putting your entire ad budget into one audience, run the same ad to a handful of listeners and see which one gives you the best results.
This is the same tactic used to test Facebook videos, except instead of testing videos you will split test audiences.
Configure an audience sharing test
To configure an audience test, you can use the Split Testing feature . First of all, you need to create your ad. In Facebook Ads Manager, click Create Campaign or Create Ad, then choose your campaign goal. The three categories of goals are awareness, inclusion and conversion.
After you’ve chosen your goal, check the Create split test box and name your campaign. Pick a name that will remind you of the type of test you’re running when you review it later. When you are finished, click Continue.
The Ad Manager will guide you through setting up your test. Make sure to select Audience as the variable to test.
Then you are ready to select your audience. The Split Test begins with fields to define two audiences (ad set 1 and ad set 2). If you want to test more than two audiences, just click Test Another Ad Set. You can test up to five Ad sets in your Split Test.
To edit your audiences, click Create New Audience or Edit. You can create your audiences based on the attributes you identified above. To illustrate, select locations, ages, genders, languages, and precise targeting (demographics and interests).
Choose a budget for this test and decide whether you want to split your budget equally or use a weighted split, as shown below. Once you’ve determined your budget, set up your ad creative, click Confirm, and your test will begin to run. Once the test is complete, you will be notified of the results by email.
Once you’ve found an audience (or audiences) that your post resonates with, you can save it and use it. I recommend that you review your target audience every few months to make sure that you are getting the best results for your advertising budget.
Strategy 3: Refine Your Ads For Individual Audiences
Understanding your audience is great, but it’s only the first step. You will also need to think about the actual content of your ad. Put yourself in the shoes of your target audience and think about what message will resonate with them.
Sometimes you just need to edit the text to make your ad relevant. Going back to the jewelry example, let’s say Valentine’s Day is just around the corner and you want to target two audiences. Single women and men in a relationship who are looking for gift ideas for Valentine’s Day.
For both ads, a product snapshot and a single ad with the same text for both audiences may work. The ad copy might say, “This Valentine’s Day, treat yourself or your wife something special!” ”
But it’s more effective to be specific when speaking to different audiences. For example, you can run two separate ads with the same product, but two different messages. For single women, use “This Valentine’s Day Treat Yourself!” And for those who are in a relationship, opt for “The best Valentine’s Day gift she ever got with a click”.
Using the same image with a different ad copy can sometimes help. However, in some cases you will also want to reposition the photo, illustration, GIF, or video that you are sharing, so that it matches your target audience. If you’re using a photo for your ad, replacing it isn’t too complicated. But what if you are using a video?
Having to create multiple versions of a video for different audiences can seem daunting, but it doesn’t have to be. Here are some tips to make the process easier:
Think about who you are going to target before you start creating your video. If one aspect of the video doesn’t seem to impact all of the audiences you are targeting, consider an alternative.
Shoot the video in a way that makes it easy to update. For example, if you have a store with multiple locations and you want to target people in specific neighborhoods, focus on the location in only part of the video. That way, you can just swap that clip for a clip with a different location to create other versions of the video.
Whether you’re using an online video producer or professional editing software, create a copy of your video before you edit it. Then edit the bare minimum to create something that will resonate with your new audience.
Tip: You can also split the test video variations to see which variation best suits your audience.
Test, test and test again
There is no single strategy for advertising on Facebook, and what works for your friend, may or may not work for you, even if you copy the same ad as your direct competitor, isn’t necessarily going to work for you.
And when we say test everything, it really means everything, for example, if you sell a product that is designed to be used for desktop, don’t target computer-only users, you may have a higher conversion rate on mobile. So, don’t miss your chances for a little test that will cost you 25 to 30 euros.
So if you take one thing out of this article, make sure it’s the next three words:
Test and Test, And never stop.
Test your designs. Test your audiences. Test your advertising copy. Test your campaign goal. Test your placement. Test your budget. Test the new landing pages. Test everything.
Finding successful ads on Facebook can take trial and error – it certainly was the case with any business when they first entered the world of Facebook Ads.
Take the time as your budget grows to really feel what your audience is responding to… And be prepared to drop it all when your success stalls and it’s time to take a different approach!
What Are Your Facebook Ad Goals For 2020?
There is no single marketing strategy for Facebook, given the granularity and diversity of the ads.
Despite this, marketers from all walks of life should pay close attention to their audiences, their ad types, and how they test their ads. Facebook ads are a gold mine for marketers, who use strategies rather than blindly.
So what are you looking to accomplish with Facebook Ads in 2020?
When it comes to targeted advertising, nothing beats Facebook. But to get the most out of your advertising efforts, you need to know your existing and potential customers. Take the time to think about who you are targeting, use Facebook Insights to dig into the data and create advertising materials that will resonate with the people you are trying to reach, and you will maximize your results.