How To Improve Your Facebook Audience Targeting
There is some good news. There are still methods to make the most of Facebook’s current targeting options.
While Meta doesn’t make it easy for businesses, that doesn’t mean we can’t use every tool at our disposal to find our ideal clients. In reality. However, if you avoid some common Facebook ad mistakes, you can still use this popular platform to outperform your rivals.
1. Changing Too Many Variables at the Same Time
We have never been ashamed to admit that we’re data nerds. You need to gather accurate and simple-to-understand data if you want to optimize your adverts to the fullest. In essence, we aim to establish evidence for what is effective and ineffective.
The success of a campaign is influenced by a multitude of factors. language, headlines, landing sites, objectives, spending limits, and target audiences. Meta will frequently inform you that using novel and distinctive aspects will keep your adverts fascinating and current. And to some extent, this is true.
Most of the time, you don’t want to repeatedly serve the same group of people with the same advertisement. When they click the “hide ad” button after becoming bored with your material, you will have essentially lost their trust and Meta will no longer think highly of your company.
But you also can’t just change things at random since then you won’t know how each component impacts how well the advertisement performs.
Consider the following scenario: You recently ran a traffic campaign for your smoothie store, but you weren’t happy with the results. You want to win this one handily because you’re gearing up for your next campaign. A fantastic new graphic is created, the caption is revised, a new Link is tried, and the location targeting is changed.
The outcomes appear to be substantially better at the conclusion of the month. Yay! But now you must ask yourself: What specifically separated the prior campaign from this one? You switched every variable at once, thus you’ll never know which one significantly altered your outcomes. As a result, you are unable to prepare to duplicate that achievement in your subsequent campaign.
I wholeheartedly support modifying your audience targeting as you find out more about them and determine which demographics are most effective. So do your best to just alter one variable at once. You might add a few new interests in a month. Another option is to alter the age range you are aiming for. I could go on forever.
2. Facebook Audience Segmentation Is Not Being Used
It would be so easy if all of your customers reacted to the same messaging and marketing strategies, but in actuality, distinct audience segments may be driven by various factors. Facebook advertisers frequently cast a wider net than necessary to reach a varied audience they believe might be interested in their goods or services.
For instance, we collaborate with a company that offers information, coaching, and support to parents of children with learning challenges. Children as young as elementary school age and college-bound adolescents are among the families they have supported. So, it stands to reason that many of the parents in Facebook’s precise targeting possibilities could find their brand and services appealing.
Nonetheless, parents of middle schoolers and parents of college-age children may have very different wants, problems, and even vocabularies.
Facebook’s demographic analytics have collapsed as a result of the loss of user data brought on by iOS upgrades. Advertisers occasionally aren’t even able to identify the gender or age range of the viewers of their advertising. Segmenting your audience is the only accurate technique to determine which demographics produce the best results for you.
By selecting Home Advertise Audiences and clicking the blue button to create a “Saved Audience” with certain attributes, you can save particular audience groups in Meta Business Suite. Plan campaigns that each target a single audience, then evaluate your outcomes.
With this tactic, you may also modify other aspects of your advertisements to appeal to that particular demographic segment the most. Incorporate visual representations of the target demographics in your photography, or direct them to a landing page with materials tailored to their needs.
3. Adding More Interests Will Dilute Your Audience
Using a large audience can be difficult and ineffective, as we’ve already stated. You can still mistarget your audience even within a single audience segment by overly broadening your target demographic. This occurs when advertisers just include additional demographics or interests rather than using the ability to limit their audience.
4. Individuals Less Likely to Convert Are Not Excluded
Since we’re talking about limiting your audience, you should also use the option to block particular groups of people based on their hobbies and demographics. Exclusions may seem illogical, but they will prevent you from wasting money on leads that aren’t eligible.
Exclusions can be applied in a wide range of circumstances:
- You can decide to exclude everyone who has previously seen your advertisements if you want to increase brand exposure among new audiences. In this manner, only new audience members are reached.
- Real estate agents may choose to target those with an interest in “cottages” or “condominiums,” but they should avoid focusing on those who have recently bought a property. As a result, the ‘Just Moved’ demography could be disregarded.
- To prevent your ads from reaching competitors, you might exclude anyone who already holds the position of a financial advisor from your advertising.
You don’t have to start with exclusions if you’re feeling overwhelmed; you may add them as you go. Try to determine why a lead is unqualified whenever it occurs, and then use those factors as audience exclusions.
5. Choosing Just Cold Audiences
Facebook used to be a fantastic platform for consumer acquisition. Yet it seems more likely that the glory days are behind us as we continue to see the effects of iOS releases and modifications to Facebook’s detailed targeting choices. Facebook advertising are no longer a guaranteed strategy to find new contacts that match your desired client profile.
Even with all the advice provided above, you might still be having trouble connecting with the proper people. Yet Facebook might still survive after that. Instead, you might change your approach and concentrate on retargeting clients who are already acquainted with your company. Optimize advertising that will take your current audience farther down your sales funnel rather than aiming to attract new leads.
You have a few retargeting methods that are more reliable than the limited Facebook detailed targeting, including:
- Website retargeting: By properly installing the Pixel, you can retarget visitors to your website or even a specific page.
- Email retargeting allows you to target current subscribers or even generate audiences that look like them by uploading your email list.
- Retargeting within the Facebook platform is still an effective way to reach consumers who follow your Instagram account or anyone who has watched a video on your Facebook page.
