How To Use Facebook Ad Targeting

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How To Use Facebook Ad Targeting

Targeting your Facebook Ads to the wrong audience is the primary reason why FB Ads fail...

It is therefore essential to ensure a good FB Ad campaign to make sure that you target your audience correctly...

You may have the perfect FB Advertisement with outstanding graphics however unless you put your FB Adverts in front of the right people (your target audience) all of your work and depleted cash pile will have been for nothing...

So what I hear you ask...

Are our primary Facebook advertisement targeting methods...

Target Your Most Frequent Website Visitors

Targeting your most frequent "Website Visitors" is an excellent method for targeting an audience at the top of your sales funnel...

It may also be the best method if your are just staring out with a new site, or if you do not have an established list...

It is however a quantity over quality method being at the top of your funnel...

Should you have a lot of traffic (a relative number for your business) then you can refine this method as follows...

Website Vistors By Time on Site

One of the best ways to isolate your most active website visitors is by selecting the “Based on time spent on your website” option...

You can chose from the top 5%, 10% or 25%...

If you have a lot of traffic you could focus on the top 5% or 10%, or for more volume you can focus on a higher percentage...

Website Visit Frequency

You can also target an audience who have visited your site the most frequently...

This  option is found within Custom Combination...

So for example you could target people who have visited your site at least three times during the past 180 days...

Here then we recognize that the more frequent a person visits our site, all other things being equal, the more likely they are to take action...

We have therefore concentrated our resources on likely action takers...

Target Your Website Visitors Who Register With You

By register with you we mean provided their email address...

Typically from a lead capture page in exchange for some value for example a FREE Guide or invitation to a webinar...

That would be useful to the site visitor...

The people who know like and trust you; or a least want to hear from you...

These people then are further down your funnel and are therefore more likely to take action...

Website Custom Audience (180 Days)

One way to use Website Custom Audiences is to create an audience of the people who were redirected to a thank you page following a registration (your new email list customers)...

Facebook Lead Ad Registration (90 Days)

We also used Facebook lead ads to promote the FREE Guide or Webinar...

So we want to be sure to target anyone who registered that way...

An this is easy as Facebook provides Custom Audiences for those who opened and submitted and registered via that method...

Data Custom Audiences

You can also create a Data Custom Audience of all email addresses collected from those who register with you...

And you can keep that audience synced with a third party tool to be sure that it is always up to date using CSV or TXT files...

The best solution is to combine all three of the above to try and target as close to 100% of all registrants as possible, as individually there will be some seepage...

Target Those Who Visit A Web Page

With Facebook Website Custom Audience you can target people who visit a particular page(s) for example your landing pages...

Thus providing a follow engagement...

In addition...

Website Custom Audience for All Pages Including “internet marketer” (180 Days)

Allows you to target by topic for example "internet marketers"...

Since not everyone who visits a website page is an internet marketer, you only want to target all website visitors when promoting content on that topic...

Just make sure that your relevant pages have "internet marketer" in the URL...

You can also use this method to Promote a Blog Post...

There is yet another form of Website Custom Audiences that we use for promoting a blog post...

In this case, it’s all about excluding…

Excluding Those Who Read It (180 Days)

Another way we use Website Custom Audiences is to limit waste...

When promoting a blog post, you can exclude those people who have already read that post....

So after publishing a new blog post, you can create a Website Custom Audience for it…

This allows you to limit or stop showing the same ads to the same people over time...

Why annoy your audience and why spend FB Ad budgets unnecessarily...

Target Those Who Engaged With A Page

You can also promote blog posts to target people who engage with your content on Facebook...

Using option people who engage with any post or ad feature...

And to stop annoying your audience and to stop spend FB Ad budgets unnecessarily...

You can exclude people who have previously read the ad...

Target Those Who Messaged A Page

You can now target people who sent a private message to your page on Facebook or Messenger...

This is found within the Page Engagement Custom Audiences...

As this audience will be small by definition...

You can combine it with a Messenger Destination Ad to build this specific audience...

Target Those Who Watched A Video

This increases engagement which leads to further conversions from your pipeline...

Videos are great for building email lists...

As they have a high engagement factor...

People like to watch videos...

Using the People Who Have Watched At Least X% of Your Video (365 Days) within the create a custom audience section...

You can then automatically send them through a Facebook ads funnel...

Increasing your potential customer engagement...

Hope this helps...

Lets talk soon...

 

Gary



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