Steps to make the Best of Facebook Advertisement Targeting, According to HubSpot’s Compensated Ad Specialist
With a potential marketing reach of 1. 9 billion users, Facebook is indisputably one of the most powerful platforms to promote your products or services.
As an passionate online shopper, I know the ability of Facebook advertising firsthand. Consider, for instance, the ad I saw on my Facebook feed a few hours after finishing a purchase on Free of charge People’s website:
Despite my recent Free People purchase (and dwindling clothing budget … ) I couldn’t assist but click. I’d just been on their website, but I hadn’t seen these clothes yet.
Which leads me personally to my point: the power of targeted advertising.
With over 7 million advertisers upon Facebook, it can be difficult meant for brands to stand out on Facebook amidst the masses.
Here, we’ll dive in to the various Facebook ad focusing on options you might consider to find the highest ROI on your campaigns — plus, Facebook marketing tips from HubSpot’s Compensated Ads specialist, Nicole Ondracek.
Facebook Ad Targeting Options
It’s important to note, you’ll find all these ad concentrating on options within your Facebook Ads Manager. Once you begin making a new ad campaign, you’ll have the option to “Create New Audience” or “Use Saved Audience”.
If you opt to create a brand new audience, you’ll see a field pertaining to “Custom Audiences” at the top (in which you can add a custom or even lookalike audience, both which are described below), an area for demographics (including Location, Age, Gender, and Languages), and sections for more detailed targeting or connections.
1 ) Demographic
Demographic Facebook advertisement targeting options include the chance to segment your audience(s) based on age, location, language, function, education, and more. If you market a product or service that pertains primarily to a certain demographic, this is a good ad concentrating on option for you.
For instance, maybe your audience is mainly millennial females, people who operate the medical industry, or anyone who lives in Spain — all these factors can help you hyper-target to ensure you’re reaching the potential clients who are most willing to buy your product or service based on an ad they see on Facebook.
2 . Passions
Consider how much you’re able to learn about someone from their Facebook activity.
For instance, in the last six months We’ve Liked pages of various dining places in Boston, MA; We’ve watched yoga videos via Facebook Live; and I have shopped for clothing on Facebook Marketplace.
Many of these activities suggest the sorts of hobbies I’m interested in, and, tangentially, what types of products or services I’d be interested in purchasing.
Perhaps you sell a product or service that doesn’t pertain to an audience’s market as much as it pertains to an audiences’ passions .
A good example of this? Workout gear. Sure, you can guess that your audience is mainly 20 to 30-year-old ladies, for instance, but a more powerful opportunity for targeting would merely be to target anyone whoms Liked fitness pages, or even engaged with fitness videos, over the last couple months.
There are plenty of user behaviors you’d probably want to keep track of before delivering a Facebook ad their particular way — for instance, think about my example earlier, in which I’d shopped on Free of charge People’s website before receiving a Free People ad upon Facebook.
Additionally , it’s often best to target prospects who’ve currently shown interest in your brand name. For instance, you might find your Fb ads perform better with audiences who’ve already study some of your blog posts or followed you on social media marketing.
Ultimately, “behavior” can help you target audiences who’ve consumed specific types of content, visited certain websites, used certain web browsers or devices, or even given to certain charities.
This is a particularly good targeting approach to ecommerce re-engagement ads, by which you display ads to users who’ve added what to their check-out cart on the website. Alternatively, you might think about serving ads to users who’ve visited a certain landing page on your website.
When you have a specific page, app, or event listed on Fb that attracts visitors to who you’d like to serve ads, that you simply in luck. With “Connections”, you can do exactly that.
For example, let’s say you recently held a networking event and added 300+ users towards the event-specific Facebook page — after-the-fact, you might consider delivering specific ads towards these users, who are now a lot more aware of your brand plus likely interested in your choices.
Additionally , you can expand your ad’s potential by delivering the ad to friends of people who’ve attended your event, as well.
5. Customized Audiences
If you already have a good list of leads in your data source and want to reach them on Facebook, you could simply develop a Custom Audience to bring in and convert those potential clients.
A Custom Audience allows you to provide specific information you might have gathered about your network marketing leads, such as a phone number or email, and then target those prospects with ads.
This is a good concentrating on option if your goal is to up-sell to existing clients. For instance, perhaps you have a database of customers who currently occurs product, but you’ve recently released new features in the Professional version.
One of the best opportunities to attract and convert current customers is to use Custom Audiences to serve your Professional-product Facebook ads to those clients already in your database.
six. Lookalike Audiences
Lookalike Audiences is a fantastic opportunity to perform chilly outreach towards prospects whom look similar to your current prospects and customers. Because the name implies, Lookalike Audiences allows you to target ads towards users who match similar characteristics to people who’ve proven interest in your brand.
To help understand what it means for an market to “look” like your current database, consider the following instance: let’s say you upload your email subscriber list to Facebook as a custom viewers.
Facebook then identifies the following consistent features about your own list: users are primarily in their mid-to-late thirties, these people live in the United States, they work in banking, plus they’ve proven an interest in travel.
Facebook could then find users on Facebook who fit all of these qualifications, since users with those criteria appear most interested in what your brand has to offer.
Similar to Customized Audiences, you’ll need to upload the custom audience for Lookalike Audiences to work — for instance, perhaps you upload a list of e-mail subscribers, event attendees, or website visitors.
Facebook Ad Targeting Tips
1 . Repurpose your highest-performing content as a Facebook ad.
If you have a number of high-performing pieces of content that will already attract and convert leads, why not put some paid ad spend at the rear of it?
We’ve seen achievement with this strategy at HubSpot. For instance, each quarter We send a list of top-performing and high-converting content to the compensated ad team, and they reformat it into an advert for Facebook.
Ondracek provides, “This can apply to various goals throughout a customer’s lifecycle. For example , if our objective is to drive more brand awareness to our site, we’ll test a blog post that will generates a large amount of site traffic. On the other hand, if our goal is more focused on generating potential clients and submissions, we’ll rather test a high-converting content material offer, since we care more about conversions than visitors. ”
Ondracek told me, “It’s all about finding the right content that matches up to your campaign goal. ”
Of course , not every part of content that performs well organically will perform well as a social ad, which is why you wish to be highly selective and pay attention to metrics like social media views when choosing posts.
But , nonetheless, choosing these high-performers is an excellent starting point and ensures you providing new audiences with content that already pleasures your existing audience.
2 . Retarget ads to potential clients most likely to convert.
With Facebook advertising, you’re able to target prospects who’ve already proven interest in your content, which could become more effective than cold-targeting Facebook users who haven’t proven any interest in your brand.
With retargeting, you can send out ads towards prospects who’ve already watched a product demo, interacted with a blog post, or even downloaded an ebook — which are all signs they’re intrigued by your brand and could be interested in learning more.
For example, let’s say you work in the ecommerce industry and sell fitness apparel. You might consider developing a gated video on fitness tips from top wellness experts. Once you’ve collected an email list of users who’ve downloaded that video, you can focus on a follow-up “Top Workout Routines” Facebook to those same video viewers.
Ondracek states, “Retargeting is a really effective approach, and we’ve found it works best when utilized to go after an audience exactly like the seed list. For example , coming from seen success retargeting website visitors who have previously visited the pricing page with immediate response product ads since they’re already in that consideration stage and more likely to buy.
She adds, “On the switch side, when we tried retargeting awareness video ad audiences with these types of down funnel ads, we saw worse performance since these two viewers have completely different behaviors. inch
Of course , it’s vital to note, it’s good to retarget ads that format well with your products or services. If people have shown interest in content material that isn’t high-converting and would not align with your product, a person likely don’t want to retarget those viewers, since there is evidence they’ll turn into competent leads.
3. Leverage existing fans of your business.
Similar to the tip above, it’s often a lot more worthwhile to target users with demonstrated their appreciation for the brand by liking your Facebook’s business Page. Think about how you might convert these users by retargeting advertisements towards them.
For instance, Fb Ads expert Jon Loomer found his ads RETURN ON INVESTMENT increased dramatically when this individual targeted fans, rather than non-fans. In fact , his fan-targeted advertisements returned 129 conversions plus resulted in $9, 481. 50 in revenue — forty five. 9X ROI. When he targeted non-fans, he did not convert at all.
Ultimately, really much less obtrusive to target ads towards people who want to find out content from your brand and have demonstrated an interest in your corporation. Save time and money by focusing on your brand’s fans 1st.
Additionally , Ondracek told me, “You can also get creative and try layering on some criteria here. For example , you could attempt targeting fans of your web page who haven’t purchased a product to try and influence some purchasing power. Or on the other hand, you could try targeting fans who have previously purchased a product if you market something that can be purchased multiple times —like clothing in the FreePeople advertisement. ”
4. Take advantage of custom made audiences to up-sell and build loyalty with existing customers.
Targeting Facebook ads isn’t just effective for appealing to new prospects to your company — it’s also a good technique for retaining and up-selling your existing customers.
And, contemplating it’s 5-25X more expensive to get a new customer than it is to retain an existing one, it makes sense to leverage the customers inside your database already rather than only sending ads to brand-new prospects.
To up-sell via Facebook ads, think about your existing customers who might benefit from an additional feature, item, or service that you can offer them. For instance, perhaps might just released new features on a Pro version of your product. More than likely, users of your free or beginner product would be interested in learning about these features, particularly if they’re taking pleasure in your product and considering an upgrade.
Alternatively, you may simply want to target helpful content towards existing customers to increase brand loyalty. You might consider creating a Custom Viewers list of customers who’ve read your social media blog posts, for example, and then serve ads in your upcoming social media webinar to that particular audience.
5. Create lookalikes of top-performing audiences to keep improving upon what works best.
Ondracek suggests that, once you find a good audience that works well adopting the tips above, you can always build a lookalike of the same audience.
She says, “If, for instance , you find targeting people who like your page works best, you can produce a Lookalike of this same market to test. This new audience allows you to expand your reach to new prospects plus might even perform better. inch
Additionally , Ondracek told me, “At HubSpot, all of us tend to see the most good success and improvements when assessment with Lookalike Audiences. Because digital platforms become more and much more automated, you’ll find yourself needing to put more faith to the algorithms. ”
“And can be pretty cool is that these types of algorithms tend to work! Whenever you upload a list of customers to Facebook and create a lookalike from them, Facebook’s algorithm is going to do its best to target your own ads to people most much like your existing customers. ”
Ondracek adds that you’ll want to make sure you have a few conversion tracking setup on your campaigns, so that Facebook will be able to tell who’s actually switching and optimize to find a lot more people similar to those users.
Of course , if you don’t have enough data or conversions for the system to optimize, it’s going to be more difficult for this approach to work — which is why you’ll want to aim to run an audience test for a minimum of two weeks, so there’s enough data to work with.
Additionally , Ondracek says, “What’s also great about Lookalikes is that if you find a Lookalike audience performing well, you can increase the size of it to check if a larger audience performs better or worse than a smaller one. In the Facebook interface, you have the option to check between 1-10% Lookalike viewers. The smaller the size, the more comparable the audience is supposed to end up being to your seed list. inch
6. Keep an eye out for regularity.
Finally, when targeting your own ads, you’ll want to keep an eye on the particular frequency metric to make sure someone isn’t seeing your advertisement too often.
Ondracek advises, “If the frequency is too high, you risk hurting your brand perception. We can all title that one brand we see way too many ads with regard to. On the other hand, it can be beneficial for anyone to see your ad more than once to boost your brand awareness. You’ve got to play around with a sweet place that works best for your company, but aiming for a frequency of 3-4 can be a good place to start. ”
Ondracek adds, “If you do start to see the frequency increase, there are some ways to solve for this. Initial, you can create a larger-sized lookalike audience as mentioned above, which will expand your reach. 2nd, you can create new custom audiences to add to your marketing campaign. And, finally, you can add within interest or behavioral concentrating on since those are large pools of audiences to begin with. ”
“Additionally, you can exchange out with new creative so the same audience are at least seeing some new fresher content. ”
“One of the very most exciting parts of paid advertising has been able to continuously test and find what works best. There are so many different options and ways to target, if you find an audience not working, don’t be afraid to try a brand new one. ”
Undoubtedly, there are countless opportunities for increasing client lifetime value by retargeting Facebook ads in an effort to demonstrate your brand’s empathy plus commitment to helping customers with all their various needs.