Trying to find the best customers online can be difficult. If this sounds familiar, don’t worry – it’s more common than many business owners think. Many business owners find it challenging to identify a target market. As a result, time and money are wasted on marketing campaigns that aren’t effective. This article will discuss a few quick and easy ways to identify the best audience using Facebook ads.
The team over at AM Marketing has crafted a list of best strategies for businesses to use when getting started with Facebook Advertising.
“One of the most common mistakes I see when someone creates their first Facebook ad is not being specific enough with their target audience,” said Ashley, CEO of AM Marketing, “When creating your audience, you need to be as specific as possible. Otherwise, you’ll waste a lot of money on ads that no one will ever see.”
Do you know who your best customers are? If not, don’t worry – you’re not alone. A lot of business owners find it difficult to identify their target market, and as a result, they end up wasting a lot of time and money on marketing campaigns that aren’t effective. In this article, we’ll discuss a few quick and easy ways to identify your best audience using Facebook ads.
“Take the time to think about your target audience and their interests,” Ashley continues, “the more specific you can be, the better. Once you have this information narrowed down, you’re ready to move on to the testing phase”.
There are a few crucial steps to take before running any tests.
First, make sure the Facebook Pixel has been properly installed. The Facebook Pixel is a piece of code placed in the header of a website. It allows Facebook to track various actions on the website, measure ads’ effectiveness and gives valuable data to leverage for future campaigns.
Second, know whom to target and their interests. This can be tough, so head on over to the blog and read about how to narrow potential audiences and learn to think similarly. This step is essential because these audiences will be using these same interests inside future Facebook campaigns. Finally, it’s time to gain a clear understanding of the structure of Facebook advertising.
There are three levels inside the ad account.
Up first is the campaign level. At this level, select the best objective and name the campaign.
The second level is the ad set level. Select the target audience, budget, schedule, and placement at this level.
The third and final level is the ad level. The ad level is where is the level where the copy and creative are input. Once this is complete, publish the campaign by clicking the green “Publish” button in the bottom right of the screen.
Pro Tip: Don’t forget to be specific when naming campaigns. For example, I would use AM_Traffic_TestingAudience_Date. At a glance, it shows who created it (AM), what the campaign objective is (traffic), what’s testing (Audience), and when the testing started (Date).
With a clear understanding of the basics of Facebook advertising, it’s time to begin testing.
Preparing The Tests
Usually, campaigns with the conversion objective are best. Conversion campaigns bring in a high-quality, high-intent audience. However, for testing and keeping costs low, use a traffic objective here. Traffic campaigns will target the people who are most likely to click on the ads but are unlikely to take any further action. Measuring link clicks is a quick, inexpensive way to learn which ad(s) the audience likes the best.
When setting a budget for testing, a small $10/day budget should work well. Considering that the test will only run a few days, this should provide more than enough data to base future decisions.
When creating the ad, take the top-performing social media posts and use them as inspiration for the ads. This data will give insight into what copy and creative the audience resonate with the most. It will save time and money when just beginning the testing process because running further tests on copy and creative is unnecessary (for now).
Determining The Winners
There are a few core criteria when trying to learn which audience is best:
– Look for a minimum of 400 impressions.
– More than 5 clicks
– Click-Through-Rate (CTR) over 1%
– Cost-Per-Click (CPC) no greater than $0.60.
There’s no limit to the number of winners per ad set. If it meets the above criteria, use it!
To keep things running smoothly, use emojis to differentiate the winners.
Thumbs Up: Winning Ad
Thumbs Down: Could Do Better
Once the winners are clear, duplicate the testing campaigns, change the campaign objective to conversions, and optimize for leads. Be sure only to enable the ads that won. Doing so will ensure optimal performance on future campaigns.
Use this strategy to find the best audience for Facebook Ads quickly. Doing so will create more effective campaigns in the future. Remember always to test different audiences, copy, and creative to see what works best. This process will save thousands of dollars in ad spend and help to better connect with the target market.
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