How To Create The Perfect Facebook Audience
You know that Facebook marketing is important, right?
Of course you do! (we all do)
We also know that Facebook is an incredibly valuable marketing platform that offers a powerful set of tools.
So what’s the trick the best Facebook marketers understand, that most other marketers don’t?
How to leverage Facebook’s capabilities so you can get the highest return on your ad while maximizing your advertising budget.
Fact is, Facebook’s suite of audience targeting features is among its most powerful features for marketers.
So why is this important to you?
Because showing your ads to a more interested audience will lead to a significantly higher ROI.
However, learning to use these tools can be tricky.
The good new is, as you keep reading this article you’ll discover some of the most effective audience targeting strategies…
…which will show you how to create the perfect Facebook audience and help make your next campaign a success!
How Does Facebook Audience Targeting Work?
Facebook advertising faces the challenge of why people even go to Facebook to begin with.
Unlike Google ads or email marketing, most Facebook users aren’t intending to make a purchase while scrolling through their newsfeed.
Simply put… nobody logs into Facebook because they want to buy stuff.
People go to Facebook to…
- See what their friends and family have been up to
- Share news or events about their own life
- Engage with the different FB groups they’re part of
In short… people log on to Facebook to be, well… social!
Therefore, the interest level of your audience deserves special consideration because it’s one of the most important aspects of a Facebook advertising campaign.
Which is why creating and targeting the right audience can get your brand in front of the right people and convert more of those impressions into clicks and leads.
Broad vs. Narrow Facebook Audiences
To truly create the perfect Facebook audience you’ve got to grasp the following…
The main concern when creating a targeted Facebook audience is the balance you want to strike between:
1.) Reaching new users
2.) Providing relevant offers to your existing audience.
Determining how valuable each subset of the population is to a given campaign is one of the key challenges involved in Facebook marketing.
Ads intended for broad and narrow audiences should be designed differently in order to appeal to the people who will see them.
In addition to targeting the right groups, creating ads that will be relevant to your target audience is another crucial aspect of lead conversion.
Before you get started running Facebook ads you need to know who your ideal customer is.
When to Target a Larger Audience
While there are times when it’s better niche down and focus on a smaller segment of your target audience…
… there are also times when it’s better to focus on a larger audience.
For example, if your goal is to increase brand awareness, you’re likely more concerned with people seeing you and getting to know your brand…
… rather than immediately converting those people into customers.
These types of ads are designed to bring prospects into the sales process and begin warming them up as potential leads.
As you gain audience members and improve your brand’s visibility, you can use data from these early impressions to determine the right audience for more targeted ads.
One of the most common mistakes Facebook marketers make is sticking with a single core audience rather than making refinements to each subsequent group.
Audience targeting is most valuable when used throughout a campaign in order to make each impression as effective as possible.
Driving Sales with Smaller Audiences
Targeting narrower segments of your audience is significantly more complex than earlier stages of the sales process.
Because you have much greater control over the subsets you target.
Facebook offers a variety of tools that can be used to niche down a given audience and attempt to convert leads into sales.
At this stage your ads should be focused on getting conversions, meaning the audience you’ve built is converted into leads and then eventually sales.
Closely monitor the conversion rate of targeted ads and use A/B testing to ensure that you’re making the most of your advertising budget.
As you can see in the image above, Facebook gives you the ability to A/B split test your ad’s…
- Delivery optimization strategies
Understanding and utilizing Facebook’s powerful targeting options will help to increase your ad’s ROI.
Using Audience Targeting Tools Effectively
As someone who wants to know how to create the perfect Facebook audience, you have many options at your disposal.
Therefore, it’s important to know when and how to use these options to further narrow down your audience.
Your priorities for each specific audience will depend on the content of the ad and the product or service you’re promoting.
When attempting to narrow down an audience, focus on the people who have already shown an interest in your brand.
Facebook offers the ability to select users based on previous behaviors, such as…
- Visiting your website
- Being a fan on your Facebook Fan page
- Subscribing to your email list
You can also combine multiple filters to get an even more specific audience with several characteristics that indicate potential interest.
Experimenting with Facebook’s Audience Targeting tools will help you become more familiar with your options.
At the same time, you’ll get the information you need to make informed decisions.
Finding New Leads with Lookalike Audiences
If you want to take your ability to create the perfect Facebook audience to the next level…
… use Lookalike Audiences.
Lookalike Audiences is one of Facebook’s most powerful features, allowing you to create new audiences based on attributes of an existing group.
In the hands of a skilled social media marketer, Lookalike Audiences can differentiate your brand from the competition and improve your advertising ROI.
A Lookalike Audience is a great starting point for a new ad campaign as you attempt to convert a cold audience into sales by targeting users who are likely to be interested in your brand.
Since they share common characteristics with users who have already shown interest, they’re likely to respond to your ads in a similar fashion.
New audiences can be created based on several possible audience behaviors, including…
- viewing videos
- joining your email list
- previous conversions
- or simply liking your Fan page
When to use each as a template depends heavily on what you’re trying to accomplish with your current campaign.
Final Thoughts: Create The Perfect Facebook Audience
No matter where you are in the sales cycle, you should always still test and optimize your ads to improve your conversion rates.
This is by far the best way to create the perfect Facebook audience.
Additionally, Facebook’s marketing analytics make it easy to test ads against each other and determine which aspects of your ads could be improved.
One of the best ways to become a better Facebook marketer…
… is to become as familiar as possible with the tools offered by the Facebook advertising platform.
With time and experience, you’ll be able to leverage these tools more effectively.
Don’t be afraid to experiment with new strategies…
… but always compare your ads against each other so that you can see when a specific ad isn’t performing.
Facebook’s Audience Targeting suite is an extremely powerful tool that can substantially improve your return on investment when used correctly.
Understanding when and how to apply these tactics will make it easy to warm up leads and turn them into sales.
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