Creating audiences and targeting correctly is an essential part of Facebook Ads success, and any other advertising campaign for that matter. But to do this effectively, you must first define your target audience.
Have you ever heard that old saying ‘if you try to appeal to everyone, you’ll actually appeal to no one’? This statement holds so much truth and the data within Facebook will back this up.
When is coming to knowing your target audience, we want to know it all, from their demographics, to psychographics and what keeps them up at night. That way you can target them correctly and attract your dream clients by creating content that speaks to them exactly where they are at.
Without further adieu, I’d like to pose a question! Have you defined your target audience?
If not, download a copy of my Facebook Ads Core Audience freebie. It will literally cover all bases when it comes to defining your customer or client avatar…you’re welcome!
Before I teach you how to better target Facebook Ads to achieve success, I wanted to spend some time explaining why Facebook is such a valuable platform to run ads.
Can you honestly think of a better place to create ads and target your product or service? With over 2.6 billion monthly active users, no matter what audience you’re looking for, you’ll without doubt find it on Facebook.
I think we need to give attention to how highly targeted Facebook Ads are, particularly in comparison to any other form of advertising available. Pause and have a good think about it. It’s pretty incredible right? ⠀
Facebook is collecting demographic and behavioural information everyday about its users from what we like to what we engage with and where we spend our money on this platform (and Instagram) and across different websites that have a pixel installed.
As a business owner, this information is priceless. It allows us to create a personalised ad experience for our audience. We can use all this data to target our ads effectively. And..if done correctly, it has great ROI no matter how big or small you are.
Not only that, but organic traffic is at an all-time low meaning you’ll have to pay to get your products/services in front of the right people.
If you’re looking to generate awareness of your product/service to people who may or may not know about your brand, I highly recommend adding Facebook Ads to your advertising repertoire.
Now the part you’ve all been waiting for: how to better target your Facebook Ads to achieve success.
Within the Facebook Ads Manager, your ads can be targeted through three main audience selection tools:
Core (Saved) Audiences define your audience based on five lots of criteria: demographics, geography, interests, behaviours. and connections. Use this tool to find new, cold audiences (top of funnel) that don’t yet know you.
Take a look through my recent blog ‘How to choose interests for your Facebook Ads step-by-step‘.
The second tool is ‘Lookalike Audiences’. Lookalike audiences are created from your ‘Custom Audiences’, They are another great way to reach people that haven’t heard of you.
This tool finds audiences that look like your current ‘custom’ audiences meaning they find people with similar attributes to those of your best customers. Lookalike audiences are also ideal for finding cold, top of funnel audiences.
Finally, I’d like to introduce you to ‘Custom Audiences’. This tool identifies your existing audience on Facebook. It captures users that know you and have already interacted with you. For this reason, custom audiences are used for targeting your warm and hot audiences (middle and bottom of funnel). This is also known as retargeting.
This tool allows you to create audiences of users that interacted with your cold ad or other areas of your business such as your website, Instagram and Facebook and target those people with your as.
For more guidance here, take a look a my blog on how to create a custom audience in the Facebook Ads Manager post iOS 14.
Let’s jump over to Facebook so I can give you a guided tour.
From that excursion and what I’ve taken you through above, you’ll now understand why it’s so important to know who your target audience is and what tools are available within Facebook.
And you’ll be able to truly appreciate how much access Facebook gives you to your ideal target audience.
Want to leverage Facebook Ads to generate low cost leads and sales? Here are a few resources I put together to help you:
It’s a practical workbook on the six actions you must take to achieve Facebook Ads success.
Need helping creating your Facebook Ads? Apply now and get access to my free tutorials where I show you the exact steps I take to achieve low cost leads and sales using Facebook Ads.