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Almost everyone on this earth has a Facebook account. Around 2.8 billion Facebook accounts exist to date, which is roughly 33% of the world population. With these huge audiences, Facebook is one of the best platforms for marketing. Though Google ad is the king of all marketing yet Facebook ad is the queen.
Do you know there are 60 million business pages on Facebook? Yes, with these huge numbers you should realize by now that, how profitable is Facebook marketing. Of course, you have to know the right way to approach these 2.8 billion audiences. Otherwise, you will waste thousands of dollars on the Facebook ad without getting any positive result.
So, in this guide, I will reveal 8 advanced ad targeting strategies for Facebook marketing to help you generate revenue for your business without wasting dollars.
Why is Facebook marketing one of the best choices for your business?
Before I show you the advanced ad targeting strategies, I want to tell you the reasons why you should invest time & money in this platform.
- Facebook has a 2.8 billion user base. (33% of the world population)
- Average people spend at least 38 minutes daily.
- Around 1.82 billion people log in to Facebook daily.
- From 25-34 age, people are the largest user base on Facebook.
- India, the USA & Indonesia has the largest user base on Facebook.
- 86% of internet users with more than $100,000 income use Facebook.
- 98.3% of Facebook users use mobile devices to log in.
- 36% of Americans use Facebook to get updated news.
What do you think? Facebook is just as big as Google, yet Google has a different ad targeting system, we will talk about it in a different guide. But, for now, let’s begin with Facebook’s advanced ad targeting strategies.
1. Leverage Google analytics to gather audience data
If you haven’t used Google Analytics for your site, then you should immediately start using it. You will be able to extract vital information about your audience that can be used in all types of advertising including Google ads, Facebook ads, Twitter ads, YouTube ads, etc.
Head to Google analytics and on the left tab, you will find the “Audience” option. It will provide you all sorts of audience information i.e. active users, user age, gender, location, devices, interest, etc.
This information is very useful to identify what type of audience your business currently has. For example, if your audience is mostly coming from Mexico then a Facebook ad on Canada or UK audience won’t be effective. The same goes for audiences age, if most of your paid customer age is between 30-45 then selecting any other age range in the Facebook ad will waste your advertising budget.
Understanding this information will make a big difference in your marketing campaign. If you have a business page on Facebook this information will help you to identify what sort of advertisement will perform best. Maybe sometimes a funny video will drag more attention than a formal advertisement.
Facebook ad campaign offering you several objectives to target, not just raw visitors.
- App install
- Brand awareness
- Lead generation
- Store visits
- Video views
When targeting your specific ad objective, Google analytic data will help you a lot.
2. Targeting multiple options will reduce cost & increase the effectiveness
Honestly speaking, when I launched my first Facebook ad campaign I didn’t realize these simple tricks, instead, I always used to target a broad audience & end up losing lots of dollars. I thought a broad audience will help me to reach lots of audiences at once. However, the fact is among these broad audiences most of them are not interested in my product. Thus, the overall ad campaign was always a mess.
Take a look at this chart, comparison between cost per click (CPC) & click-through rate vs relevance of your ad. The fact is, the more relevant an ad is the less expensive it will be. As you can see here, from $1 CPC it reduced to nearly $0.02 CPC just because it is more relevant.
Besides, it’s so obvious, isn’t it? Why waste a budget on someone who is not even interested to see it. Here is a chart of average ad costs based on the campaign objective.
Before you launch your campaign first decide your campaign’s ultimate objective. Also, don’t forget that these objectives are inter-related. As a result, you may receive some extra benefit, for example, if you choose only “get more website visitors” then Facebook will focus on this objective, however, among 1,000 clicks you may receive 50-100 page likes, also 20-30 inquiry messages.
Therefore, focusing on the main objective is vital. After you choose your main objective it is time to narrow your audience to make it more relevant.
Choose gender, then age, location & finally detailed targeting.
In detailed targeting, you can focus on almost anything. My advice is – try to be very specific as it will reduce your overall CPC & increase the click-through rate.
3. Use exclude option to make your Facebook ad more relevant
Most of the Facebook ad campaigns forget this extraordinary option “exclude”. Why is it extremely important? Well, because you can use this option to deselect a specific group of audiences that are not relevant to your ad.
For example, your Facebook page has 500K followers. If you do not exclude them in your ad campaign you are about to waste a huge chunk of ad budget. Because this 500 K already following you means you can reach them in your regular post for free.
Hence, excluding them in your ad campaign will effectively deselect them from targeting, leaving you only targeting a new set of audiences who do not yet follow your page.
4. Remarketing based on audience behavior
Did you ever wonder why you always see relevant Google ads almost everywhere you go? Let’s say yesterday you suddenly visited an online casino site & browsed a few more of these gambling-related sites, then from today, you started to see gambling & casino-related Google ads almost everywhere you go.
Why did this happen? It’s called “remarketing”. This way Google remarkets you to a product that you have visited before. By showing you the same product everywhere will convert you soon, maybe today or tomorrow.
This way Google ensures that you are not getting any irrelevant ad in front of your nose. You won’t feel annoying as well as marketers won’t lose their valuable budget.
So, how does it work in the Facebook ad? You need to install code from Facebook Pixel on your website. You can find all the details on the website.
Recommended Reading: The Facebook Pixel: What It Is and How to Use It
5. Utilize audience political affinity
This could be a contradictory strategy, yet I am not going to ask you to follow this instead you can measure this strategy strength by yourself to decide. First of all, the political connection within your article or Facebook post can make a big difference. It can make things worse or best. Depends on which group of audience you are targeting.
For example, if you publish an article about Donald Trump it will catch even the general audience’s attention as recently the US election is trending news & still everyone is talking about it.
Though your business or Facebook page none have to be news related yet you can take this advantage. However, as I said before, politics is always a contradictory subject, thus some of your existing audience might not take it positively, in that case, think carefully before you implement this tactic in your Facebook ad campaign.
6. Custom Facebook ad & landing page based on audience
Facebook is a popular platform but it has many audience segments. Not all of your audience use a desktop to access their Facebook account, instead, most Facebook users utilize their handheld device to log in to their Facebook account. Thus, you have to be careful about which segment of the audience you are targeting. Wrong targeting could lead you to waste thousands of ad budget dollars.
Let me give you an example. Let’s say you have crafted a landing page that is specifically designed for desktop users. When launching an ad campaign, you did everything right but forget to target desktop users instead you target all devices.
Do you know what will happen? If 50% of your audience uses a smartphone, then they won’t even see your landing page where converting them is out of the question. Your ad campaign performance reduces to 50% before it even begins.
So, before you launch your ad campaign understand audience segments very clearly & customize your landing page & Facebook ad according to it to maximize its performance.
Recommended Reading: How to Build a Simple One-Page Website (Mini-Handbook)
7. Smart emotional targeting with life events
This could be one of the smartest ways to draw your audience’s attention. For example, wishing them on their birthday with a special discount coupon.
Not only birthday but also any other life events you can find on Facebook. It’s so obvious, almost all of us wanted to share our life events on Facebook to let others know i.e. new baby, new job, graduated, promotion in job, started a new business, etc. And the good thing is, almost everyone is likely to add this event to their Facebook profile page.
And this is your gold mine. Utilize these special segments and try to draw your audience’s attention. Most of the time it works perfectly.
Facebook marketing is a lot different than Google ads, so do not confuse yourself. Do not even bother to say which one is best. In my opinion “best” is a subjective term & maybe a Facebook ad is best for you but others will find Google ad is perfect for their business.
However, “word of mouth” is something that Google ads do not have. When you launch a campaign in Google if you pay for 1,000 site visits then perhaps you may receive an extra 20-50 clicks, but that’s it, nothing more. But, when you launch a Facebook ad campaign, if everything is in the correct order then you may receive 100-200% extra views, clicks, comments, likes, etc.
It happens because of “word of mouth”. When someone sees your ad if they like it, they might share it or comments on your post. This will trigger a word-of-mouth event and bring you extra exposure to your ad for free. For example, if you paid for 1,000 link clicks then you may receive an extra 200-500 engagements (likes, comments, shares) for free. These extra engagements will bring you more exposure, as their friends can also see your ad. Though it will only happen if you can target the right audience.
Further Reading on Cliobra: if you read this whole guide about Facebook advanced ad targeting strategies then I assume you are probably looking to know more about social media marketing. Well, in that case, I suggest you to read my other guide “How to Build a Perfect Social Media Marketing Plan (Complete Guide)”