Facebook has many options in its ads for you to choose from. The more fine tuned the demographics are to what you are promoting the better the result.
Here are some selections that have worked exceptionally well for me in 2014.
Hitting your potential customer in their emotional core is effectively personalising the ad to them. It really helps your ad stand out, because of relevancy. Yes! Relevancy is very important. Ever see an ad on Facebook and have no idea why you are being shown the ad? How did it make you feel? It certainly didn’t make you feel like clicking on it, did it?
Life Events (under more demographics) give you an impressive amount of events to choose from: Anniversary within 30 days, New Job, Newly Engaged, Newly Married, Upcoming birthday and many more.
I have found that using life events is extremely effective at making your ads…effective. You get their attention in a relevant moment and into the sale funnel.
What are your customers doing? What do they like to do? What are their habits?
This is where behaviours come in. Think of behaviours as serving an ad while someone is in the act, making the ad relevant. It’s time to capitalise on the opportunity of those actions.
Knowing your customers and how they operate online will help make the Behaviour options more effective for you.
Being relevant with what your customers are interested in goes far. In my experience being broad is not as effective as fine tuning the interest. For example, are your customers interested in Fitness & Wellness or are they interested in Cross-Fit, weight lifting and Boxing? Are they into Computers & Technology or are they Apple Mac users, who also have an iPhone?
Really fine tune those interests and you’ll be targeting customers more likely to find your ad relevant enough to engage with.
However, those interests may not necessarily apply what you advertise for.
Targeting the images and copy is effective as well e.g A picture of your 4WD model with MTB roof racks targeting MTB riders is an effective option for car dealers.
Relevancy and fine tuning your campaigns to clearly defined customer segments will ensure better quality leads. You may pay a bit more for the clicks, but they are more likely to buy as well.
If it’s one thing Facebook is teaching us with demographics, it is how well we must know our customers. Going wide and barely targeting is ineffective and a waste of time and money. Put the effort in and you’ll get the results.
Image Credit: mashable.com