Defining your target audience well is the single, most important thing you can do to find success with Facebook ads. As someone who’s spent years managing Facebook ads and creating winning campaigns for clients, trust me … targeting is key! I’m not talking about just narrowing it down to “25-year-old females who are considering going back to college.” You have to go way deeper than that to reduce how much you’ll pay to run ads, get more clicks/sign-ups/sales for every dollar you spend and get people to even see (and care about!) your ads. Defining your target audience means zeroing in on the right audience so you don’t spend ad dollars on people not likely to be interested anyway.
I’ve covered some information about targeting and retargeting on the blog before and now I want to talk about some of the benefits of a winning targeting strategy.
Why Do I Need a Defined Target Audience for Facebook Ads?
You may be wondering “Can’t I just put it out there and see who bites?” Not if you’ll like to keep your ad spent within your budget!
When you’re starting out with Facebook ads, I know it can be tempting to rush through a campaign set up and get it live, hoping it’ll get clicks on its own. Unfortunately, that’s not how Facebook ads (or any online ads, really) work best.
You want to attract ideal clients with a high potentially to purchase your products, sign up for your newsletter, or take another action you’re looking for with your ads. You can reach thousands, or even millions, with ads, but if they don’t convert, then your advertising dollars won’t see a return. And, why spend money that won’t earn you business when there is a better way.
Let’s look at some of the specific benefits targeting does for your ads:
Targeting Helps You See Who’s Interested…
Maybe you think you have it all worked out. You have an audience in mind who you think is a perfect group of buyers for your product. You target that group in an ad campaign, only to get about a quarter of the sales you thought you would. After making a few tweaks to your targeting, this audience is still not giving you the results you were after. This might be a sign that the audience you thought would be interested in your product isn’t so interested after all.
You may need to target people in a different location, age group, or with different interests than you originally did. Over time, with the right targeting in place, you’ll define the audience who’s actually interested in what you’re selling. And this knowledge will help you outside of Facebook, too. You’ll now know who you’re looking for if you decide to strike up conversations with potential clients in Facebook or LinkedIn groups, or who the best audience for your blog posts are.
…Which Means You Can Also Bank on What You Know Works
Retargeting can be even better than targeting because it narrows down your ideal audience even more. Retargeting focuses specifically on people who have already interacted with previous ads in some way. These are people who either liked or shared them, commented, clicked, or purchased a product.
You’ve probably heard of the term “funnel” if you’ve hung around any marketing blogs or groups. Defining your target audience and retargeting are important parts of any sales funnel, particularly when it comes to Facebook ads. With targeting you define a specific audience. Retargeting pinpoints the exact people who have found interest with your ads already, and ads can help move them further along in the sales process or funnel. Using both targeting strategies improves campaign results.
You’ll Get More for Your Money
The less time and money you have to spend figuring out your ideal audience, the better your return can be. The right targeting and retargeting practices will help you spend more on the people who have an interest in your business and less on those who don’t.
Say you have a $500 budget for ads. Do you want to spend that $500 on people who might want to buy your products or people who are most likely to buy your products? It’s a no brainer, right? You want to target those who most likely want to buy because you’re more likely to get a higher return out of your $500.
Honestly, Facebook advertising isn’t, on the surface, much different from radio, TV, or print advertising. Companies advertise on the radio stations, TV channels, or magazines that their target audiences enjoy the most. Where Facebook advertising has an edge is with all the tools it provides for you to narrow a broad audience into a specific group of people who are most likely to interact with your business, allowing you to reap the profits from a successful campaign.
Is there anything else you want to know about Facebook targeting or retargeting? I want to know any questions or problems you have – let me know in a comment and I can address them in a future blog post!