When it comes to targeting users for Facebook ads, often advertisers end up making mistake of selecting the same audience for every ad. However, the audience depends on the objective behind various ads, such as increasing reach, promoting sales, driving traffic, creating brand awareness etc. You can also Buy Real Facebook Likes to increase your reach. Facebook ad targeting is not just based on location, interests and demographics; instead, you should you custom audiences and lookalike audiences to get higher return on investment.
Past Website Visitors
If you want to create a single custom audience to target the maximum number of users, this category is highly recommended. When targeting past website visitors, all those users who have previously visited your website and are already familiar with your brand will be shown your ad. These users are more likely to be interested in your content as compared to other users. The goal is to remind people of your product, which is why you need to create ad campaigns that promote your key value proposition without being too salesy.
Pricing Page Visitors
When a user visits the pricing page of your products, it shows that they are interested in your offer. This gives you a perfect opportunity to run a remarketing campaign. Create a custom audience for your ad targeting all the users who have visited the pricing page and offer them a small discount. It is possible that they left the site because the prices seemed high. Also, you can give them a short-term free trial or offer a product sample.
Landing page visitors
We have seen marketers spend thousands of dollars on advertisements to get users to visit their landing pages, but not all these visitors convert to customers on their first visit. This is why you need to remarket to these visitors. Retargeting has proven to be quite successful because the targeted audience is already familiar with the brand and they are interested in specific products or services. Moreover, when retargeting users who have visited a specific landing page, you can be more specific with what you are offering.
Shopping Cart Abandoners
It is awful to know that a user was so close to purchasing your product but changed their mind at the last moment. These are the people who abandoned the shopping cart on your website. The objective is to make these people return to the store and make the purchase. You can create a Facebook ad campaign to specifically target the shopping cart abandoners. A good way to make them return is to offer nice juicy discount coupons or promotional discounts.
Are you wondering why you need to target people who have already made the purchase? Studies show that 41% of overall revenue in the US comes from repeat customers, where the average revenue per visit repeat purchasers is 497% more than the regular shoppers. You can use Facebook ad campaigns to target these people. Another reason to target the existing the customers is to get higher engagement and customer success.
Research shows that only 15 to 20% free trial users become paying customers. Even if you are very smart and creative in nurturing leads, you are likely to get only 200 paying users out of a thousand freemium users. This is why you need to run an ad campaign to remind the free trial and freemium users of your products and encourage them to become a client. To effectively target these users:
- Use convincing messages
- Share facts and numbers to outline your product’s benefits
- Promote free product demos
- Share case studies with exciting stories
- Promote the features included in the paid version
- Share the ‘getting started’ guide
For those advertisers who are struggling to create many custom audiences because of low website traffic, they can create Lookalike audiences to expand the ad’s reach. It is based on the idea that users who are most similar to your existing paying customers are most likely to convert. When targeting the lookalike audiences, you can ask users to buy or sign right away or use low-threat offers, such as free trial offer or limited-time discount coupon. A lookalike audience can be very large, which is you will have to narrow it down for more effectiveness. You can narrow it down based on age range, interests and demographics to reach only the people who fit into specified categories.
– Article originally appeared on The SocioHawk blog.