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1) Choose Your Campaign Objective Wisely : • Awareness / Brand Awareness – Show ads to people most likely to remember them. In other words, people who have an interest in your kind of product and service. Facebook will know this from analytics they’ve gained on the customer. • Awareness / Reach – Show ads to the maximum number of people. This is the closest thing to “spray and pray” on Facebook Ads. However, there are some reasons to do this, especially when you’re a brand with universal appeal (car dealerships, repair shops, and so forth). • Consideration / Engagement – Get more people to engage with one of your Facebook posts. Use this when you want to create “buzz” around something. For example, a product launch or your overall “brand community.”
2) Target Purchasers : • Digital Activities / Facebook Payments Users: These consumers use the Facebook payment platform to buy things. • Goods could be something simple, like credits for an online game, or more complex, like an item from Facebook shops or shoppable Instagram posts. • Purchase Behavior / Engaged Shoppers: Facebook gets information about consumers in several ways, such as when they buy things through links on Facebook. • They also know if a purchase is made through the use of Facebook Pixel on certain sites. Big Data is your friend here.
3) Target Life Events : • One of the coolest things about Facebook is all of the information that people share on their platforms. • Anniversary: This could be a wedding, engagement, or other similar milestone. • Birthday: Either for the targeted consumer or someone in their circle, like a spouse or child. • New Job: Because who doesn’t get new stuff with that new pay check? It could be something they need, or a treat for themselves. • New Relationship: When people have a new partner, they often want to express their feelings with cards or gifts, for example. • Recently Moved: A new home often means a ton of new stuff, from furniture down to storage bins or curtains.
4) Fine Tune Target Audiences By Narrowing Them : • Facebook allows you to choose audiences and equally exclude audiences. • Use this to further fine-tune your ideal audience as part of your Facebook ads strategy. • For instance, people that have children come in a variety of demographics. • If you are selling high-end toys, then posting an ad to parents who are low-income is less likely to get the desired result. • Instead, you’d target the higher-income professionals.
5) Leverage Custom Audiences To Re-Target : • Re-target web visitors: through the Facebook Pixel. This is an addition to your website that enables you to buy ads that remind people of your products and services. • Although a few people don’t like them, we’ve known since at least 20213 that they are effective. • Re-target engages: of your page engagement (if you have any) or video views. • I’d especially recommend this if you’re running a community page, or if boosting traffic is critical to your overall success.
6) Use Campaign Budget Optimization : • To automate the optimization of not just your ads but also ad sets across your campaign for the best results, you should be using campaign budget optimization. • This is smarter than sitting with a calculator and doing guesswork on how much something is going to cost. • Plus, it’s a lot less risky if you have a tight budget. • Just as consumers love coupon codes and a “good deal,” so do brands (and bean counters). • Since this tool is so easy to use, you NEED to try it out.
