How would you go about knowing your audience?
Depending upon your post, your goals, and your target audience, creating the correct audience on Facebook is more important than ever. As you create a new post, you can select it to make that particular post visible to people in certain countries, or with certain language settings. Dive into Facebook Insights as much as possible to understand whether your fans are consuming content at work, on a mobile device, or only responding to the video. You can extend an ad’s reach by opting into the Facebook Audience Network. Audience Network provides you with the same targeting and capabilities offered on Facebook but extended to approved mobile app publishers. Audiences Network uses the same ads you already use on Facebook Newsfeed.
When running a direct response campaign on Facebook, place your ads in the News Feed. News Feed is the most engaging placement on Facebook because it’s native, has large, clickable real estate, and appears across all devices. In addition, we recommend that you opt into Instagram and the Audience Network placements to extend your campaigns from Facebook to the other apps people use. This will give you more opportunities to reach your audience across other devices. Select Instagram and Audience Network when choosing your placement options. Facebook’s Custom Audiences was a way for us to identify our best customers, lapsed customers and prospects, and then build Lookalike Audiences specifically for each group.
Consider metrics such as lifetime value (LTV), downstream value, average order value (AOV) and share of new customers. Know which KPIs (e.g. ROAS, average order value and conversion rate) you want to measure and what metrics you would consider a success. Use Facebook pixels to track online conversions. Use reporting in Ads Manager and Power Editor to identify where a majority of your conversions happen.
Who is your target market and how do you segment your audience?
New audiences you create manually within an ad set are called Core Audiences. Their targeting options include location, gender, age, language, interests, and behaviors. Use them to target ads using Facebook data. Facebook and Instagram’s Core Audience targeting option allows you to reach people based on the information they share on their profiles and how they behave on Facebook. What types of data/insights do you have? How can you integrate your CRM database with key focus markets and plan for the future? You base it on the data they share on Facebook, your first-party and third-party data from trusted partners! Cross-border e-commerce is projected to account for 15% of all online commerce by 2021.
Custom Audiences let you securely input your customer data or leverage Facebook engagement data to reach people you already have a relationship with, such as people who’ve visited your website, mobile app customers, CRM Database, provided their contact details, or liked your Facebook Page.
Use Lookalike Audiences to get a head start in a new market. Upload a source audience and we’ll find people who resemble them. Multi-country Lookalikes let you target people across international borders. For example, you can create a Lookalike Audience (people who exhibit similar behaviors) based on a seed audience of Canadian customers to target similar people living in Australia and New Zealand. Your seed audience can be from one country or many, and your Lookalike can contain multiple target countries.
These Facebook audience build tools help small businesses go big, and local businesses go global. Some key links to help you understand more, and also how to generate Lookalikes are:
- Build Custom Audiences of people who engage with your Facebook Page
- Build Custom Audiences using pixel or SDK data
- Securely create Custom Audiences based on your existing customers or leads
| Core Audience | Custom Audience | LookalikeAudience | |
| Driving Online Traffic | |||
| Acquiring new customers | X | X | X |
| Re-marketing to existing customers | X | ||
| Driving In-Store Traffic | |||
| Acquiring new customers | X(Partner Categories) | X(Custom Audiences from your websites) | |
| Re-marketing to existing customers | X | ||
| Driving Mobile Apps Installs and Conversions | |||
| Acquiring new mobile app users | X | X | X |
| Re-marketing to existing mobile app users | X |
Additional Features on Facebook You Should Know About:
- Use App: Suggest a previously installed app for a person to use.
- Open Link: Direct people to a link to talk about your app.
- Shop Now: Direct people to make a purchase through your app.
- Book Now: Allow people to book events and travel through your app.
- Play Game: It’s game time! Get people to start playing your game.
- Listen Now: Send people to hear their favorite tunes through your app.
- Watch Video: Send your audience to view a video.
- Watch More: Already previewed a video in your ad?
- Download: Get your audience to download your app directly.
- Learn More: Need more info? Let people get it through your ad.
- Sign Up: Get your audience to sign up for what you have to offer.
Finally, remember where audiences are in their lifecycle. For example, re-market to people who have shown interest in your website, target existing customers who are likely to churn, and reach out to your highest LTV customers to keep them engaged. If you notice that more conversions occur on the desktop than mobile, then tailor messages and audiences to people further down the conversion funnel to the desktop.
This is a constant storm of moving parts, so your best bet is to always try to stay ahead! If you have any further questions about how to excel at this, even more, check out our YouTube Training video below. We’re here to help! Good luck!