These days, businesses are almost unable to avoid paid advertising on Facebook. However, the organic feed does not include commercial content. Therefore, businesses may be tempted to abandon Facebook completely rather than succumb to commercial pressures.
Nevertheless, you might not want to do this. 97% of marketers still choose to create Facebook ads on Facebook, according to Sprout Social. Facebook’s huge subscriber base outside of China is one of the reasons for this. Facebook now has more ad clout than ever since it owns Instagram. You risk losing a large pool of customers when you move your business elsewhere.
Thus, it can be easy to stray from the path when formulating your Facebook advertising strategy. Posting ads and hoping for the best isn’t beneficial. You could end up wasting money. Let’s look at a few strategies that can be highly effective.
Also, have a look at Facebook Touch: Should you Use Facebook Touch – Is it Worth?
Using Facebook Custom Audiences to nurture repeat customers
Facebook Custom Audiences are Facebook users who are familiar with your brand. It means they have previously visited your website, liked your Facebook page, subscribed to your emails, purchased something, or engaged with your brand somehow.
Facebook matches your customers to Facebook users based on customer data from you. You can then target different ads to groups of these people on Facebook.
Custom Audiences can be created in four ways:
- Audiences on websites. Create audiences based on users who have visited your website.
- Custom Audience for app activity. Segments consist of users who have engaged with your mobile app or taken specific actions.
- Custom Audiences for customers. You can import a spreadsheet of customers, and Facebook will match the data to its users to create this audience group.
- Engaging Custom Audiences. Groups of people that have watched videos, filled out a lead form, or viewed your Facebook page in the past. Building Look-Alike Audiences using this data is a great idea (more on that later).
Target specific audiences with your ads
It is especially useful when you don’t have many existing customer records. You can target your target market with Facebook’s Core Audience feature based on five criteria:
Location. You can target specific countries, provinces, states, ZIP codes, cities, communities, etc. A radius around a central point can also filter users within 10 miles (ZIP code 12345).
Demographics. Age, gender, education, employment, languages, political affiliation, income, and relationship status are all options for targeting.
Interests. Your audience may have hobbies and other interests.
Behavior. In this section, Facebook examines users’ digital behavior, such as their device use, network speed, and purchase habits.
Connections. Suppose you are targeting people who are connected to your Facebook page. They already know who you are, but if you exclude them and focus on brand awareness and customer acquisition, you can set this targeting parameter.
Browse Facebook Ad Library for your competitors
You have to know what your advertisements are up against to know what attracts your audience and advertising currency is attention. After setting up your Facebook ad campaigns and building campaigns to promote your brand, discover what your competitors are up to.
With the launch of Facebook Ad Library (now Meta Ad Library), Facebook aimed to improve transparency around advertisers. Advertisers can access all the current and past Facebook ads through the tool.
Searching ads can be conducted by keyword, with the option to filter by location and four categories of ads: issues, elections or politics; housing; employment; and credit.
It’s helpful to see what Facebook ads your direct and indirect competitors are running when strategizing your Facebook ads. Pay attention to the creative, including imagery, copy, and variations. The following example from Partake Foods uses Facebook’s dynamic ads, so Facebook automatically chooses the ad creative.
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