Facebook is a top spot for B2C and B2B ads, with over 2 billion active users daily and an average use period of 35 minutes per month. So, it is high time that marketers and businesses get to know about optimizing Facebook Ads.
Facebook has hundreds of choices to advertise and to target audiences. You'll need to zero-in on your target to get the most out of your advertising dollars!
Ways to select a target audience for Facebook Ads
Target audience based on engagement
If you want your Facebook Ad to reach an audience which will be genuinely interested in it you have to track down people by their behaviour. Engagement is when a user comments, likes or follows your posts or pages on social media. If someone recently liked your Facebook posts, facebook can show your Ads to them.
This method not only makes people more familiar with you and your product but it also creates a sense of trust and credibility as these people already know their way around the type of services and products you may offer.
2. Target your audience by their interests.
If you expect to reach your ideal customers just by optimizing demographics like age and gender you can't be more wrong. This will make your audience far too large.
You have to be very specific with your targeting. A large audience will make your click-through rate very low and your Ad will ultimately fail. The best way to cut down your audience is by defining the interests of your ideal customers. Make sure you narrow down your focus as much as possible.
One of the best ways to do it is by using the "no one else would trick"
Here, you're supposed to target the true customers of your product. For example, if you want to sell to basketball players, you shouldn't talk about Michael Jordan. He's so popular that even non- basketball players are fans of him. Instead, you should go for someone like Reggie Miller. Only actual basketball enthusiasts and players would know and like him.
Similarly, there is a vast variety of interest you can choose from to target through your Facebook Ads.
3. Look for people who are already looking to buy your product
If you're selling a high-end product, a great method to target customers is by getting to know which people are searching for the product you're offering.
73% of customers research about a product online before investing in it.
Facebook will recognize your ideal customers who are already on the look-to-buy stage and direct your ad to them instantly.
It means you have a chance to take them away before they make up their mind, even though they haven't heard of you yet and have just been researching on competitor pages.
As most customers make up their minds primarily on value, a targeted Facebook Ad offering a discount may be sufficient to convince them to purchase from you over the competition.
Also Read: How to Increase Facebook ROI
4. Ethnic affinity
If you live in the US, you get an option to choose an ethnic affinity. This option is included in the demographics section
As we all know, America has a prosperous and very diverse background with people from numerous ethnicities. So you use this option to target a specific group of people if you believe that your product or service is more credible and popular between a particular ethnicity.
5. Target people with similar political beliefs
If your Ads are based for the US, Facebook allows you to target your audience based on their political beliefs.
It is important to know that Facebook can only target those people who have voluntarily put their political views in the About me section of Facebook.
57% of customers are more likely to avoid or boycott as a brand because of their attitude toward a political or social matter.
This can be helpful if the product or service that you're offering is inclined towards a certain political belief over another.
6. Target people based on their income
If you're offering a high-end product which can be bought only by people who earn over a certain number then you may as well target only them.
Your target audience need not include a college student if your product costs a fortune. Create your Ads to target that specific income level group to get more sales.
Facebook allows you to use 30 different financial behaviours to reach customers. It will make sure the people who watch the ad are the ones who will be able to and are tending to purchase it.
If you try to reach everyone with a mid-priced product you're more likely to lose both the low income and the high-income parties. Instead, advertise for a low priced product and target the low-income audience and then separately advertise a high-end product and target the financially privileged people. This sill increases the chances that your Ad reaches to the audience who are relatively more interested in your services and products.
7. Target buyer profiles
This is another way of targeting people who are already tending to buy your product.
Based on their behaviours and characteristics, these individuals are considered to be closely associated with the defined profile.
Using such an approach will help you most likely target customers paying for your kind of product.
Facebook's free Audience insight tool helps you to look for your ideal customer's buyer profile and interact with them.
8. Target audience by their occupation
If your product appeals to a certain industry or an occupation then you can narrow down your target audience by work categories.
You can search for a specific employer or job title or industry in the demographics section.
There are almost 10 million business and finance professionals on Facebook. It is way too big to be a successful target market. Combine it with other choices to boost your audience, or cut it down by selecting industry-specific work titles.
Conclusion
By now, you would've already understood how extremely well Facebook Ads can work for your business. But, they work charms when they are optimized properly and are showcased to the right audience. As long as you have an idea about your ideal target market, you can use these methods to reach them and help your business reach its maximum potential.
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