Facebook Advertising: The Importance of Segmenting Audiences

by Sandra Rand 5 years ago

Ad targeting is a no-brainer. You wouldn’t get very far if you advertised a Harley Davidson to a group of tweens, nor would your business likely see much return by putting your baby food ad in front of someone on Tinder (I mean, we’re assuming. And yes, advertising is hitting Tinder).

Choosing the appropriate objective for your Facebook advertising campaign and utilizing laser-focused audience targeting is the most potent combination for successful ads. This makes it possible to get your message to the people most likely to take the action you are seeking, ensuring you get the most out of your marketing budget. And once you’ve identified a cohort (or several) of people who are receptive to your brand’s advertising, you can rotate creative to gather additional information to ensure your messages stay relevant and you find additional opportunities for improvement.

Using Facebook to Hone in on Your Target Audience

One of the biggest advantages and strengths of Facebook advertising is the ability to target a certain group of people who have already been identified as being engaged with your brand or the type of offer you’re putting out there. And this applies across devices – so you can send the same message to people across all devices, or you can narrow down to only people who are on iOS devices, for example.

The importance of placing the right message in front of the right audience cannot be underestimated. When it comes to direct response, no matter the level of sophistication of a Facebook user (who may or may not complain about “creepy” targeting), concise and relevant messages that align with someone’s interests will always win over casting a wide net and hoping that the right audiences are somewhere amongst the millions you try to reach.

Sending Highly Targeted Ads to Segmented Audiences = Higher Click Rates

It’s super important to get your ad content right on the money. Mass marketing messages generally don’t work. Since the relevance of your creative and audiences’ engagement with your ads are indicators to Facebook as to whether or not they show your advertising to your target audiences, it’s crucial that you pick and choose your copy and imagery carefully. If more users hide or report your ad or otherwise have negative engagement with it, the harder your budget will have to work for your ads to be seen by them.

Using great ad creative that is clear and to-the-point is half the battle in improving conversion rates, but it’s the particular audience that’s being targeted that is of specific importance. While there are plenty of companies who waste their money send out messages to a large unsegmented audience, it is most effective to target a cohort of people who are similar to your customers or those users with specific interests who are also likely to meet the objective you’re looking for.

Driving ROI with Facebook’s Custom Audiences and Lookalikes

Facebook has always offered targeting options based on the detailed data that it has gathered from its billions of users. Aside from the typical info such as age, gender, geographic location, and education status, the platform’s other enhanced targeting options should be tapped into in order for you to reach your highest value Facebook users.

By using Facebook’s Custom Audiences in combination with Lookalike Audiences, you can effectively reach specific types of individuals with more relevant messages. These tools allow you to pinpoint new audiences based on their similarities to your existing customers (or whoever is on your list – high value customers, subscribers, highly engaged users of your app, etc.) to boost the efficiency of your campaigns while maintaining lower cost-per-acquisition. They also allow you to get more out of your existing customers through retargeting.

For ecommerce clients who want to test retargeting, our approach typically involves a combination of website Custom Audiences of customers who purchased recently – could be a 30 day window, or 180 days, or whatever we’ve identified is most effective through our testing, and marry that with frequency based on the ad unit you’re using (such as News Feed or right hand rail, for example). More sophisticated retailers who have information on their high lifetime value customers can prospect with a Custom Audience of these folks and layer on lookalikes to attract additional quality customers.

You can even take that further by then layering interest targeting from Facebook’s data to qualify your targets even more. Lots of interesting combinations and ways to do this to try to hit your acquisition goals.

Whatever your goal, you’ll always get the most from your advertising when you segment audiences vs. using generic creative and copy with a blanket audience of varied types of users.

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