If you are a D2C Business, then Facebook Ads is a go to traffic source for inexpensive and high quality traffic.
In this post, I am going to share a few targeting strategies that have worked well for my stores.
Before you set out on your Facebook Ads journey, take some time to define your target audience.
Create Buyer Personas based on demographics, interests, and behaviours. Enlist factors like age, gender, education, income, lifestyle and preferences. All these will help you optimise your ad targeting and the creatives.
Custom Audience Targeting
This is a great way to reach out to warm audiences- people who already know, or have purchased from your brand.
It includes people who have given you their email addresses, phone numbers. People who visited your website or app, or people who interacted with your social media posts.
This helps you reach out to your highest value audience and ensures high customer LTV.
Lookalike Audience Targeting
Lookalike audiences are cold audiences that are similar to your existing buyers or website visitors.
Since they are lookalikes, they are very likely to convert.
Most advanced Facebook Advertisers use custom and lookalike audiences to grow and scale brands.
Interest Based Targeting
Facebook groups people into specific categories based on their activities both on and off the app.
For eg. If I follow and interact with photography related pages, Facebook puts me into the “Interested in Photography” bucket.
This way, if a brand sells anything related to photography, they can target this interest and serve ads to me. Same goes for any other interest on Facebook.
Identify keywords related to your industry and serve ads to people who fall in those specific buckets.
Not all these targeting options will work, so you need to be meticulous in your optimisation. Spend more on interests that give the lowest CPAs.
Create a campaign and put many interests in different ad sets to achieve this goal.
Behaviour Based Targeting
Facebook’s advanced behavioral targeting capabilities enable you to reach users based on their online activities, purchase behaviors, device usage, and more.
By leveraging behavioral targeting, you can refine your audience further and increase the relevance of your ads.
For example, if you sell fitness apparel, you can target users who engage with fitness-related content or have shown a propensity for online purchases of athletic wear.
Retargeting
Retargeting audiences are a form of custom audience who have already interacted with your brand before, in different ways.
This is a powerful strategy that allows you to re-engage users who have shown interest in your brand or products.
This is done using the Facebook pixel installed on your website. It tracks user behaviour and gives Facebook the capability to display relevant ads to those who have visited specific pages; added items to their cart; or abandoned a purchase.
Combine retargeting with dynamic product ads to showcase personalized ads featuring the exact products users showed interest in, increasing the chances of conversion.
This is powerful because many people don’t buy on the first instance. Allocate at least 20-30% of your total budget to retargeting campaigns.
To Conclude
Stay agile, monitor performance metrics, and adapt your targeting strategies as needed to stay ahead in the competitive digital landscape.
These 5 Targeting strategies are enough to scale your brand to 7 figures or more!
That’s it for this post. If you liked it or found value here, consider sharing it on your socials to please the Social Media Gods! If you have a question, post it in the comments or email me.
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