On a search for the perfect Facebook audience match for your offer?
There’s plenty of fish in the sea to choose from… especially when we’re talking Facebook.
With 1.79 billion active Facebook users, how and why would you go about finding your ideal audience?
Are people on a social media platform even interested in your offer?
To answer that question, and many more, we’ve partnered with AdEspresso to give you these 7 Facebook advertising tips that do some serious work for our clients.
Compare and Contrast: Facebook vs Other Platforms
How does Facebook advertising compare to other forms of PPC advertising, like search, display and video?
As complex as Google AdWords is, Facebook can be just as complex, if not more… but can be worth it, if you know how to use it.
With AdWords search, visitors search for your offer and convert once they find what they are looking for. The AdWords audience already exists as part of your current demand.
With Facebook ads, you can build up an interested audience that’s not yet searching for your offer and still get conversions. This means reaching a new audience and capturing new demand with Facebook ads.
If you have a new offer and need to generate new demand, Facebook ads will help you do just that.
Here are a few stats to express the other benefits of Facebook ads:
1. The volume of Facebook users has been increasing at a consistent growth rate since 2008 with currently 1.79 billion active monthly users and growing:
2. Facebook cost per like and cost per click can be lower than AdWords search:
3. Facebook is by far the largest network of active social media users in comparison to other platforms:
4. Native advertising is available on Facebook, where you can have your ads show up within your user feed vs. off to the side (like in an AdWords display network ad).
5. Apparently Google has a growing problem where 50% of people do zero searches per day on mobile. This averages out to less than one search daily per mobile device.
Using Metrics to Measure Your Goals
Breaking down your bigger successes into little granular pieces can help you figure out which parts of your campaigns to credit… so you can put more effort into the stuff that works.
Your macro conversions are made up smaller micro conversions. Wouldn’t it be nice to find out which micro conversions were responsible for the macro conversion?
Here’s how you would install Facebook’s conversion tracking pixel:
You paste in the code, here:
You can see how your audiences are engaging with your various ad CTAs one conversion at a time.
From there, you can create Facebook custom audiences based on what you learned about your larger audience. So you can build smaller segmented audiences from things like actions, engagements levels, URLs, CTAs, or email addresses.
Like most anything conversion related, there’s a funnel of stages to consider in reaching that end conversion goal. Here’s what a Facebook conversion funnel looks like:
Warm up your Facebook audiences by giving them a delightful experience that’s relevant to each step of their conversion stage.
Do You Know Your Target Audience?
Unless you’re in an arranged marriage, you don’t just hop into wedlock without knowing your significant other super well first (most of us anyway). It’s the same thing with engaging your target audience.
Knowing your prospects inside and out first, will likely get you a better shot at scoring that conversion.
Get to know their likes and dislikes so you can cater to their every need during the courting process. Do this so your audience will want to get to know you, too.
Another version of the conversion funnel is how well your audiences knows you:
In Facebook, you can create different groups of audiences using as many combinations of targeted groups as you like, to find that winning audience that suits your offer the best.
That’s the targeted group you can spend more of your ad dollars on.
Your options are limitless, especially since you can mix and match a wide variety of interest categories and demographics when creating different groups of audiences.
You can even create lookalike audiences based on an imported email list.
Take it a step further and define buyer personas so you can create audience groups based on your target audience’s personalities.
Do You Know Your Targeting Options?
Once you know your target audience, you can chase after them using a variety of tactics in Facebook.
You have several targeting options with Facebook ads. Check these out:
- Location – geographic location of where audiences live based on country, state, city, zip code and even phone number
- Demographics – age, gender, relationship, education, job title and more
- Lookalike – audiences based on similar fans, clients and website visitors
- Behaviors – audiences based previous actions, likes, clicks and devices used
- Interests – audiences based on interest categories, hobbies, liked Facebook pages
- Website Custom Audiences – audiences based on bounced traffic from your website and landing pages
Mix combinations of these targeting options to find out your optimal targeted reach.
Want more targeting options?
Check out these 49 Facebook ad targeting tips to up your conversion game.
The Facebook Funnel and Your Audience Journey
The funnel from Facebook all the way through to your conversion goal may not always fall into a classic direct route.
Moz breaks down the Facebook conversion funnel into something like this:
We use another not-so-common conversion funnel which looks more linear and value-oriented, like this:
The broken record tidbit: Not all visitors should be treated the same.
Not only do their intents differ, but so do your visitor’s behaviors, personalities, interests, locations, schedules, budgets and demographics.
The broken record takeaway: Tailor your offer to the various stages of your visitor’s conversion journey and focus on providing value.
Ryan Stewart at Moz advises us to stay away from these four common Facebook mistakes:
Instead, follow steps like these four:
- Take advantage of tools like custom audiences and the conversion tracking pixel
- Shoot for six to nine brand touchpoints and don’t assume visitors are ready to pounce on your conversions at any point
- Be value-oriented and gift value all day long
- Have some faith in the Facebook ad platform
The Fluctuating Landing Page Temperatures
Because each of your visitors are in different phases of the Facebook conversion funnel, so should your call-to-action (CTA) offers.
Matching the right temperatures of your CTA with your visitor’s intents can be the winning recipe to snatching that conversion.
If your visitors are coming from a colder temperature, greet them with a colder offer and vice versa.
An example would be:
- Direct Facebook targeting = cold visitor
- Custom audience Facebook targeting = warmer visitor
This is the scale we try to follow for matching PPC intent with CTA threat temperatures, which can be applied to your Facebook CTAs too:
Test out various Facebook offers with your different audience intent temperatures. Here are some ideas:
Setting Up Your Success For Scalability
So you’re ready to implement each of these savvy ideas and now you’re wondering what to do once you have all those conversions…
Scale and expand your efforts, of course.
You can use Facebook’s dashboard to uncover some useful metrics that will keep you on the profit track.
Audience Insights allows you to check out reports about your current audience, like:
- Demographics – you can find out ideal audience age and gender, lifestyle, relationship status, education level and job title. Here’s what a lifestyle report might look like:
- Page Likes – these insights will give you an understanding of top categories correlated to your audience preferences and might look like this:
- Location – geographic info like top cities, countries and languages.
- Activity – activity reports show you things like frequency of activities and devices used.
- Household – you can uncover publicly reported financial info in the Household tab and reveal things like household income and size, home market value, home ownership and even spending methods.
- Purchase – ever wonder where your audience is spending their money? The Facebook Purchase tab can tell you that. Understand your audience’s retail spending, online purchases and behaviors.
If those insights aren’t enough for you, check out Facebook’s Graph Search to find more related target audience topics.
Once you’ve hit on a winning recipe, take advantage and secure the similar audience traits in your future campaigns so you can secure the profit margins that roll in from your Facebook ad efforts.
With nearly 2 billion Facebook fish in the sea, you’re bound to capture the perfect target audience by using these Facebook advertising tips.
Building up your demand, honing in on the right audiences and courting your targeted groups can make for the perfect Facebook conversion match.
Now go reel in some conversions…