In the past, Facebook ads were a convenient way to promote your page that most Facebook advertisers used to simply boost “likes.” With new tools to track the effects of your Facebook campaign on your site and over 1.23 billion unique monthly users to target, Facebook advertisers are seeing a higher return at lower costs than ever before. Using some of the new features of the Facebook ad platform, below are three solid strategies to help take your Facebook Ad Campaigns from zero to profitable in a hurry.
From your Facebook page to your email list, you already know a good deal about the average visitors to your site. Facebook’s Custom Audiences allows you to use multiple data sources and target your user within the Facebook Ads Platform.
First, you can use your email marketing data. Should you already be using Mailchimp, the great news is there is a quick and easy integration that will not only allow you to integrate your email lists, but will also keep said lists up-to-date as you gain/lose subscribers. If you use another mass-email provider or simply have a database of addresses you wish to use, you can import a CSV file of data for targeting. Luckily, this is not just limited to email addresses. You can use other data points like your user IDs from your website, phone numbers and more to make sure your ads find your target customer base.
In addition to user data, you can use Facebook’s custom tags to mark visitors on your site just as you would with Retargeting on the Google Display Network. This solution can be as custom as you need in terms of placement. This means that you can be as specific or general in your placement as you wish. For several Facebook Ad campaigns running at Belo + Company, we are using layered custom audiences to tag visitors to specific areas of the site as well as a “converted visitor” audience to eliminate those who have already become customers from our Facebook ad targeting. In addition to our customer audience, we have added cart abandonment segments to our campaigns to more aggressively target those who have made it into the checkout process without converting.
Finally, within the Facebook Ad Platform, you also have the ability to use those that have already liked your page as a part of your targeting mechanism. From basic demographic features like age and location to more advanced features like their changes in relationship and family status, the Facebook ad platform provides us with an abundance of information to help target our users. What’s better is that we can also layer this advertising type on top of our custom audiences to enhance our internal user data even more.
With a multitude of new opportunities to better target your potential audience, Facebook Ads now, more than ever, represents a viable way for your consumer-focused business to find customers. Above are a few of my favorite targeting strategies, but this list is far from comprehensive. Share your methods for reaching your target consumers with me in the comments below.