Are you looking to see an increase in your Facebook advertising ROI this year? Targeting should be your main focus when creating a campaign, below we have compiled some tips to help you improve your Facebook ad targeting…
People who have previously visited your website are much more likely to become prospective clients/customers than those that haven’t.
These people are a great audience to market to because have already expressed an interest in your products, services or content.
We have found that 90% of businesses we have worked with generates a lower cost per conversion from people that have previously visited their website than regular cold audiences.
In order to retarget these website visitors, you must install a Facebook Pixel on your website. There are many tutorials online that will show you how to do this.
Once you have installed the Pixel, you can now create a website custom audience and add it to your campaign.
Increase your Target Audiences
It’s easy to get carried away with how specific you can be when targeting people with Facebook, but it’s also easy to make your audiences too narrow and accidentally exclude a large percentage of your target audience.
As Facebook’s targeting algorithms are ever changing and becoming more sophisticated, we have found great results from larger audiences, by going down this route you are essentially letting Facebook work out the targeting for you.
However, using this strategy does require patience. Your cost per conversion will be higher at the start of your campaign as Facebook requires time to work out how to find the best prospective clients/customers in your target market. But once Facebook has worked out your targeting, you will see your Facebook advertising costs reduce, with much more specific targeting.
Don’t go too narrow when Advertising Locally
Businesses that operate locally tend to have smaller target audiences (for obvious reasons).
Due to this, it’s important for them to keep their targeting options as broad as possible. Thankfully, Facebook let you know when your target audiences are too narrow.
Use Facebook Ad Interest Targeting Cautiously
Interest targeting options are not as accurate as you may think, especially for B2B companies.
A common mistake companies make is they target people who are interested in X, when they should be targeting people who are X, which are vastly different.
For example, if you want your ads to be seen by Car Leasers, don’t use the Car Leasing interest targeting option, as that audience will consist of everyone that has liked a Car Leasers page and very few of them will actually be Car Leasers.
Instead, use the Car Leaser job title targeting option.
Use Lookalike Audiences
Lookalike audiences consist of people that are very similar to another group of people.
They are a great way to target cold audiences, we use them with almost every business that we work with and heavily rely on them to scale campaigns.
How they work: You can create a lookalike audience from your previous customers, and that lookalike audience will contain people that are very similar to your previous customers.
These people are much more likely to become prospective clients/customers and generate low conversion costs.
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