Did you know 75 percent of companies promote their Facebook posts? Or that one million small and medium-sized businesses advertise on the social media network? Facebook is a mighty marketing platform if you want to target customers based on age, location and interests, and expose your brand to more than one billion people. If you've just started advertising on Facebook, tailor your marketing material to these three target audiences and initiate more leads, click-trough’s and sales.
1. Friends of Fans
Want higher quality clicks? Focus your efforts on your Facebook fans' friendship networks. When one of your followers likes your page, apps or event, his name will appear on top of your Facebook ad, instantly exposing your brand to his circle of friends. Just head over to the "Friends of connections" option on the Ads Manager to determine your potential audience. You'll find out demographic info like the age ranges, interests and locations of your followers' friends before you make any changes to your campaign.
2. Persona Based
Targeting a persona instead of segments can lead to higher-converting Facebook ads that generate a greater return on your investment. Manage the targeting settings for your marketing material and reach the customers most interested in your product or service with custom buyer personas. You're essentially targeting an individual — albeit a fictitious representation of your customer base — rather than different segments of your audience. Determine purchasing habits, interests, aspirations, education level, income and behavior, and create a buyer persona based on the collective common traits of your Facebook followers. The result? Less generic ads that resonate with your customers.
Lookalike audiences are prospective customers who are likely interested in your brand because they share similar traits with your existing followers. Facebook only lets you include people from one country at a time when creating one of these campaigns, but this marketing trick can increase your chances of success if you want to reach the right demographic. In the "Audiences" section of Ads Manager, select "Custom Audience" from the "Create Audience" drop-down menu and tinker with the settings. You can optimize ads and reach an audience similar to your existing customer base.
New to Facebook advertising? These three tips will help increase the visibility of your brand and you only need to make a few simple changes on Facebook's Ads Manager to see results. Target more customers, focus on personas rather than segments and invest in lookalike audiences if you want to increase conversions and maximize profit.