In today’s digital age, Facebook advertising has become a cornerstone of marketing strategies for businesses of all sizes.
Want to boost your Facebook advertising ROI significantly in 2024? Targeting is one of the most important components of any campaign, and these 7 Facebook ads targeting tips will help…
Maximizing return on investment (ROI) requires more than just running ads—it requires strategic and effective ad targeting.
In this blog post, we’ll delve into seven expert Facebook ad-targeting tips to help you boost your ROI and achieve outstanding results.
Retarget Website Visitors
The people who have already visited your website are much hotter prospects than those who haven’t.
They have demonstrated that they’re interested in your products, services, or content (or wouldn’t have visited your website in the first place) and are a great audience to market to.
Nearly every business I’ve worked with generates a lower cost per conversion from website visitors than regular cold audiences.
To retarget website visitors you need to have the Facebook Pixel installed on your website.
Once you’ve installed the Facebook Pixel, you need to create a website custom audience and add the custom audience to your campaign.
Use Large Target Audiences
A lot of advertisers love how specific you can be when targeting people on Facebook.
But it’s easy to make your audiences too narrow and accidentally exclude a large percentage of your target market.
As Facebook’s targeting algorithms become more sophisticated, I’m seeing great results from really large audiences – 5% or more of the general population.
With this strategy, you are effectively letting Facebook work out the targeting for you.
However, using this strategy does require some patience.
Your cost per conversion is likely to be quite high when you first start your campaign, as Facebook needs time to work out who the best prospects are in your target market.
But once Facebook has optimized your campaigns, you may see a lower Facebook advertising cost than you would have achieved, with much more specific targeting.
Be Careful with Interest Targeting
Interest targeting options are not as accurate as most people think and can easily be misleading.
Where possible, I prefer to use other types of cold targeting such as demographic and behavioral.
This is especially the case for B2B companies.
I often see companies targeting people who are interested in X, when they want to target people who are X. There is a big difference between the two.
For example, if you want to advertise to Dentists, don’t use the Dentist interest targeting option. That will contain everyone that has liked a Dentist’s page and only a small percentage of those people will be Dentists.
Instead, use the Dentist job title targeting options
Lookalike Audiences
Lookalike audiences are the ultimate cold audience targeting option and my #1 Facebook ad targeting tip.
I use lookalike audiences with almost every business that I work with and heavily rely on them to scale campaigns.
Lookalike audiences consist of people that are very similar to another group of people.
Facebook’s advanced algorithm analyzes the characteristics of your existing audience and finds users who share similar traits but haven’t engaged with your business yet.
This expands your reach to new potential customers who are likely to be interested in what you offer.
For example, you can create a lookalike audience from your previous customers, and that lookalike audience will contain people who are very similar to your previous customers.
People who are very similar to your previous customers are usually fantastic prospects for your business and generate low conversion costs.
Stay Broad When Advertising Locally
Businesses that operate on a local basis, inevitably end up with much smaller target audiences.
Because of that, they must keep their targeting options fairly broad.
Fortunately, Facebook lets you know when your target audiences are too narrow:
Conclusion
Effective ad targeting is the secret sauce that can take your Facebook advertising efforts to the next level.
By implementing these five expert tips, you can optimize your targeting strategy, reach the right audience with the right message, and ultimately, boost your ROI and drive business growth.
So, roll up your sleeves, dive into your audience insights, and start crafting targeted Facebook ads that deliver real results.
