Facebook ads are a powerful marketing weapon when it comes to expanding your reach to highly relevant audiences.
Provided you haven’t purchased your Facebook fans or email list using some scam tactics, and instead you’ve invested your valuable time and resources into getting to know the pain points, needs and wants of your target audience better so that you’re able to provide help and support long-term – suppose the latter applies, you’ll now have the power to setup Facebook ads and target a super relevant audience to you and your business.
So, you’ve built an engaging email list and now you’re wondering how to provide even more value to your most loyal supporters and customers.
In this blog post you’ll discover three powerful ways to target your most relevant audience using Facebook ads.
1. Custom Audience based on Customer List
When a visitor comes to your website and opts in, he or she should be added to your email list. When someone buys a particular product from you, they should also be added to your list. This is where segmentation becomes your savior.
Those who opted in but haven’t purchased from you, should be automatically added to a segment “optin” for example.
Those who opted in and purchased product X from you, should be added to the segment “optin + product X” of your email list.
Here’s where it gets really interesting. Say you want to target the people in your email list who have opted in but haven’t purchased anything from you thus far. Prepare this particular segment in an Excel spreadsheet (turn it into .txt or .csv file) and follow the instructions below.
Go to Facebook’s Power Editor and choose Audiences. Next, click on “Create Audience” and pick “Custom Audience“. You’ll be given 3 types of audiences to choose from. Go ahead and click on “Customer List”.
Facebook will now give you several options to choose from. The easiest option – in case you’re not using MailChimp as an Email provider, is to upload a file in .csv or .txt format.
The beauty of this custom audience among other things, lies in the ability to upload specific segments of your email list thus ensuring you’re targeting the people who are most relevant to your specific offer.
2. Website Custom Audience AKA Custom Audience based on Website Traffic
Website Custom Audiences (WCA) allows you to retarget those who have visited your website in the past 180 days – that’s the maximum length of time Facebook enables you to use.
In the screenshot below, I decided to create a WCA that includes people who have visited any of my pages that contain the URL www.strengthinbusiness.com in the last 30 days.
How can you use this audience when setting up your next Facebook ads?
First off, this tends to be one of the most relevant and powerful options currently available. You can use this 30 Days WCA to promote your blog posts or to drive traffic to your landing page and increase optin rates.
3. Lookalike Audience
The third option I’m going to share with you today is Lookalike Audience.
If you don’t have a lot of website traffic and your email list is still “in the making & baking” this is definitely a powerful way to leverage these smaller audiences. Allow Facebook to do the job for you – that is, to find people similar to your website visitors and email subscribers.
Facebook Ads Tip
Take your Lookalike Audience to the next level by layering in interests and / or behaviors.
What do I mean by that?
Let’s say you want to target lawyers. You have created your Lookalike Audience based on your 30 Days WCA. The next thing you want to do is add “lawyer” as an additional layer (you do this within “Interests”).
Why is this important?
Because not everybody who has visited your website in the past 30 days is necessarily a lawyer. And if you want Facebook to target lawyers and show your ads to this particular audience, you better specify that when creating your next ad set.
Start with a Lookalike Audience 1% to help Facebook isolate the people most relevant to your business, the folks most likely to engage or convert.
Obviously, there are other relevant audiences you could target, like for example your fans. However, this implies your Facebook page audience is built properly. If your fans are genuine, go ahead and target them. It’s super powerful.
Take this information and test everything out for yourself. Find your most effective targeting method. Experiment!
Do you use Facebook ads to promote your business? What tactics have worked best for you?