Facebook allows you to target specific audiences with over a dozen ad formats and thousands of possible targeting parameters. (followers on facebook) Your Facebook targeting strategy is key to getting you in front of highly targeted and motivated segments of your audience. This network is where most Americans spend 40 minutes per day. These are some of the most powerful Facebook targeting strategies you have probably never heard of. Click Here
1. Tap Into Recent Purchasing Behavior
Advertising analysts criticized Facebook early on as a place where people could have fun, but with no commercial intent or potential to provide consumer insight. This changed in 2013 when Facebook formed partnerships with Datalogix, Acxiom, and Epsilon data brokers.
These companies have trillions of data transactions per year. Acxiom executives stated that their database contains data about 500 million consumers around the world, with an average of 1,500 data points per person.
Facebook suddenly knew so much more than whether you spent more time playing Candy Crush Saga or Farmville. Are you planning to get married? Taking medication for hypertension? Love reading murder mysteries? Facebook knows.
Advertisers could reach beyond their CRM databases to tap into insights from loyalty programs and other sources that can be matched to individual users. Facebook advertisers can target audiences by targeting them with this data based on thousands of buying behaviors.
Here’s one I use: People who purchase Business Marketing Services (which is relevant for my company since we sell business software)
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Facebook Ad Targeting Purchase Behavior
The subcategories of purchasing behavior include Clothing, Food & Drink, and Health & Beauty. You can drill down within each broad category to find specific types of behavior. For example, selecting Buyer Profiles will allow you to target DIYers, Fashionistas, and Foodies.
Facebook will show you how many user profiles you can target in each subcategory based on aggregated multi-sourced offline transaction data (or, in simpler terms, how many Facebook users have matched offline purchasing data).
2. Be creative with Life Events
Some types of campaigns or businesses are built on the idea of selling to people who are going through significant life events. Funeral homes, for instance, want to get in touch with people who are looking for funeral services, those who are terminally ill, and those who have lost or lost a loved one. Moving services may be interested in meeting you if you just bought a house or an apartment—people who are engaged to be wedding photographers.
Facebook offers almost every possible life event targeting option. We tend to post these on our timelines. Fun fact: Facebook now offers weather-based targeting!
Facebook Ad targeting Life Events
Unique to the Life Events parameter, you can target specific people at certain times after the change. A jewelry company might be interested in reaching out to people celebrating their first wedding anniversary. This would allow them to target those newlyweds one year ago. Three dates can be used: one year, six months, and three months.Read more
3. You can nurture leads and build loyalty with Facebook Custom Audiences
Facebook Custom Audiences is a feature that allows you to connect with existing contacts on Facebook. (Beginners, take a look at our Facebook ads tutorial! Your brand is strengthened by connecting with your customers and app users via Facebook Custom Audiences. This will allow you to increase your lifetime customer value, order frequency, loyalty, and overall brand strength.
Icon for Facebook Ad Targeting
You can also do it the other way. Excluding your existing customers will increase your campaign’s effectiveness and save clicks. For example, if you offer a free trial to new customers, why not show it to your existing customers?
Upload your customer list or subscriber list in CSV/TXT format to Facebook to create Custom Audiences.
Facebook ads targeting create custom audiences
Target or exclude the entire list or select subsets using other targeting parameters. This will allow you to target your ideal Facebook audience. Get more followers on facebook
This is a powerful strategy! If you have the insight to know that these customers are more likely to be your wealthy customers, then you could target them with your existing customers.
You could also target people who have visited your blog and offer to demo your product. They are likely familiar with your name and would be willing to visit your site but not convert. Facebook ads targeting this Custom Audience may close the gap.
There are so many demographics you can target and mix. You can target and combine net worth, living arrangements, marital status, parental status, income, interests, and location.
4. Expand to a Lookalike Audience
Once you have a solid Custom Audiences strategy, lookalike audiences are the next step. Mirror your Facebook fan base even if you don’t have a phone or email list. Lookalikes enable you to reach people with particular profiles and expand your reach.
You can create a Lookalike Audience even if you don’t have a large enough Facebook following or a list.
Facebook ad targeting creates a lookalike audience.
Once you have decided who you want to duplicate and grow on, you can expand the audience (more general) or decrease it (more specific and related to your original audience). Facebook will find you in the top 1% of users in your target country with similar traits at the most similar level. Facebook will also display your ads to users closest to your target audience while optimizing for reach.
5. You can get super specific with layering targeting options
facebook ads are powerful because you can layer targeting options over one another, making your audience more precise. AdWeek featured a hilarious example of hypertargeting’s power last year.
You can combine demographics, behaviors, and geolocation data to reduce your audience to one person. You will find it far more valuable to be able to match ads and offer to smaller audiences using different data.
Facebook Ad targeting household composition
Facebook ad targeting net worth
A moving company might offer a senior discount to people who have purchased a house in the past month.
A retailer could also target parents who have bought colic medication. Imagine being able to reach the parent who is experiencing sleepless nights with targeted messaging. This is something I understand as a parent. You can tailor your messaging to address that problem and offer a solution.
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