One of the main goals of Facebook advertising, in general, is to reach the right people with the best possible fee. The strength of Facebook is that it gives you control over who Facebook ads Audience are targeted and how much is spent. The platform has over 2.7 billion active users and endless advertising opportunities. Surprisingly some businesses trying Facebook ads failed to generate significant profits and blamed the platform. Most people fail to advertise on Facebook because they don’t understand their target audience. As a result, they used the wrong placement for Facebook ads and never met their ideal audience.
One way to get people to click on your ad is to place it in front of the right people in the first place. So, if you want to get the most out of Facebook advertising, you need to learn how to target the right people at the right time with the right expectations. And once you’ve got your ideal audience, you can spend less on ads and in return earn more, while reaching more people and creating a greater impact online.
What is ad sequencing, and why is it important?
Before figuring out the way to build the perfect Facebook ad audience for your campaigns, let’s learn about ad sequence. Under this strategy, businesses will display sequence ads and show their messages to people in a specific order throughout all stages of the sales journey.
For example, in your first ad, you can simply focus on engaging the right audience for your Facebook ad without asking them to do anything. It is supposed to drive engagement and set the stage for further advertising. A second ad could be a lead ad designed to collect contact information. This ad will target people who interacted with your first ad. It means that the second ad will be shown to people who are interested in the business. The third ad will be designed to retarget people who have engaged with the second ad but have not yet visited your landing page or website.
The point here is to understand tactics like ad sequencing. It can help you reach the right audience and ad sequence, and align your message, and your timing when running social media campaigns.
The plan is to build the perfect Facebook ad audiences
The worst thing you can do on Facebook is targeting everyone with ads. So, if you’re ready to hit your business goals through Facebook ads, start with discovering your customers first.
Here are seven steps to help you build the perfect Facebook ad audience:
Step 1: Create an ad objective
The first step involves some basic questions that must be addressed to build a sound advertising strategy.
- What do you hope to achieve with Facebook ads?
- What is your main goal?
- How can you serve people?
- What do you want people to do?
- What action do they take?
- What is the end goal?
Your advertising objective is what you want people to do when they click on your ad. If you want to increase website traffic, advertising must encourage and lead people to your website. Advertising objectives can fall into three main categories:
- Awareness: Your goal at this stage is to generate customer interest in your product or service. You let people know how valuable your business is. It is known as the top of the marketing funnel, where you showcase your business to increase brand awareness.
- Consider: When you want to go beyond the awareness stage and get people looking for more information about your business. You can create ads to encourage people to visit your website to learn more about how your business works.
- Conversions: Your goal at this stage is to encourage people to buy your product or sign up for your service.
Campaign goals will continue to change as your business grows.
Step 2: Attract customers
Your goal is not to reach all of the 2.7 billion active users on Facebook. Because when you try to attract a large number of customers, you have to spend a lot of money. And there’s no point in placing ads in the feeds of Facebook users who have nothing to do with your business. When you target the right people and organize your messages accordingly, it becomes easier to reduce wasted ad spending. So consider hyper-targeting to turn your audience into leads. Besides, when you have a super-large targeted audience, it doesn’t matter where your ad is placed.
Step 3: Create content
Building the right Facebook ad audience makes the rest of your advertising efforts smooth and easy. Once you’ve built a customer, it’s time to create content and inspire those targeted people. As a content creator, you can personalize your message to the buyer’s context or where they are in the buyer’s journey. A buyer’s journey refers to a process that people go through before making a purchase. It is a three-step process: perception, consideration, and decision.
- The awareness stage is when the buyer realizes his problem
- The consideration stage is when buyers look for a solution to their problem.
- And the last part, the decision stage is when the buyer finally chooses a solution.
At this step, you need to understand where your prospect is in their buying journey to deliver the right message with the right context.
Step 4: Build a Custom Facebook Ad Audience
Custom Facebook ad audiences can help you build some of the best relationships in the business. It is a defined group of people engaged with your content or who have a relationship with your business. When advertising on Facebook, you should consider different customer segments while taking the context of the platform into account. Every social platform has its way of how users interact or share content. Facebook allows you to create custom Facebook ad audiences based on your existing data: website users, and engagement.
Step 5: Run an ad to that video until you have 1,000 eligible viewers to proceed to the next step.
The next step is to run ads for something specific until you get at least 1,000 people who have viewed 95% of your content. This step can last from a day to a week, a month, or three months. Each person takes a different amount of time. But rest assured that it is worth your time.
Step 6: Generate 1% of similar customers out of those 1,000
When you create a Facebook Lookalike Audience, you need either a source audience or a custom audience. To create a self-Lookalike audience, you need to identify the common characteristics, interests, and demographics of the people who have interacted with your video. The goal here is to identify and deliver your ads to people who are roughly the same as your customers or video viewers. Facebook allows you to choose the size of a Lookalike audience during campaign creation. While a larger audience can increase your reach, a smaller audience closely matches your source audience.
Step 7: Repeat
You can repeat this entire process to reach new audiences and customers easily. Don’t hesitate to repeat this process until you have built your perfect Facebook audience.