890 million people are signing into Facebook every single day. Whether your potential customers are college students or CEOs, they’re probably on Facebook right now. The trouble is, posting on Facebook alone isn't enough anymore for most brands, especially for those just starting out. Spending money on Facebook to drive people to your page and sending them to your website works only if you're smart about it.
One way to be smart is to create Optimized Facebook Ads targeted at the right audience. Optimized targeting will help you spend the budget wisely and see a positive return on investment. It utilizes key Facebook targets like Interests and Lookalike Audiences while focusing on defining a process to identify your key audience segments. Just Interests and Lookalike Audiences targeting simplifies the process and works well for short-term success. For more consistent results, here’s a three-step process to build the perfect audience for your Facebook campaigns.
- Build the audience
- Building up the leads
- Sell your services
Build the audience
A large built-in audience is very essential. Aggressively and efficiently build an audience in volume by promoting engaging content. Use articles and videos to drive traffic and create a website custom audience.
For this, you need to have two on-going campaigns, with two separate objectives. The type of audience can be chosen from lookalike audience or interests. The key here is not to waste money on the entire audience but trying to get engagement in terms of opt-in for the product/service. Lookalike Audiences and interests are not that accurate since these audiences may not be ready to provide their credentials.
The first campaign - Clicks to Website, should be the promotion of your most successful blog posts to create awareness which could be regarding helping people to solve problems without a motive to sell product/services. On the other hand, carousel ads can also be used to promote multiple blog posts as long as it can solve problems your audience might have.
For this to work, you need to install Facebook pixel on the website. Then choose your custom audience as – “Visited Your Website – 30 Days” and “Viewed [Popular Blog Post] – 180 Days”. Let’s target both Lookalike Audiences and Interests, thus creating 2 different ad sets as:
- Ad Set #1: Lookalike Audiences
- Ad Set #2: Interests
When promoting blog posts, it is essential to exclude those who’ve already read the blog posts and the ones who’ve opted to buy. And no manual bidding, let Facebook optimize for website clicks.
The objective of the second campaign should be video views to get the relevant audience in volume. Create two ad sets targeting the same audiences as Campaign-1. Choose your Facebook Custom Audiences as follows:
- Viewed [Your Video] 50% – 30 Days
- Viewed [Your Video] 50% – 365 Days
Percentage of view depends upon the length of the video. Smaller the percentage, larger the audience and less relevant it will be. Again, exclude the audience who have already viewed the video and those who have opted for buying.
Now, start building up the leads
Now that you have an audience who have engaged with your content, it’s time for the next step. Offering free giveaways in exchange for an email address. This could range from newsletters to discount offers as long as it is valuable. Once again, it requires two separate campaigns. The primary reason is to find what works best for you.
Campaign-1- To drive audience to a landing page
In this approach, your objective should be website conversions. Before starting, create two Website Custom Audiences: Visited Opt-in Thank You Page for 30 and 180 days separately. This will have different ad sets. One ad set for audiences who have visited your website in 30 days and another set for audiences who have viewed your video in 30 days.
Campaign-2- Using Facebook lead ads
Facebook lead ads generate a greater volume with ease. Create Lead Ad Custom Audiences for - Opened and Submitted Lead Form for 30 days and 90 days.
The ad sets and targeting in the second campaign will be the same so will the exclusions. Below are the Campaign-1 exclusions:
- Visited Thank You Page post Opt-in – 180 Days
- Opened and Submitted Lead Form – 90 Days
- Registered (Email Custom Audience)
- Bought the product we’ll promote (Thank You Page Website Custom Audience – 180 Days)
- Bought the product we’ll promote (Email Custom Audience)
Finally, you are ready to sell your services
The objective of this campaign should be Website Conversions with two different ad sets. Ad set one will be for the audience who have visited the thank you page (post Opt-in) in 30 days while ad set two will be for the audience who have opened and submitted the lead form in 30 days with following exclusions:
- Thank You Page Website Custom Audience in 180 Days
- Email Custom Audience
For bidding, we recommend using Daily Unique Reach as the targeting is much smaller and relevant. Follow this process and let us know how well it worked for you!