By Andy Beohar
If you’ve visited the Seven Atoms blog before, you’re probably already aware that we’re huge fans of Facebook advertising—especially when it comes to ecommerce. If you don’t share that enthusiasm, we’ve got some news for you: you’re doing it wrong.
Facebook campaigns for ecommerce can be incredibly lucrative, but they can also be a real budget burner. Many a marketer will focus on one or a few of the more big picture elements of Facebook ads and lay to waste the important, finite details
But don’t despair—SevenAtoms is here to save the day… er, at least your ad budget. Ready? That’s the spirit!
1. Choose the Right Audience Type
If you’re not already aware, Facebook has three audience types for you to choose from. BUT, it’s not just a smorgasbord for you to pick and choose from at random. The type of audiences you create will depend on the products your selling and the kind of campaign you want to run. Allow me to explain by detailing the three audience types…
- Custom Audiences – These audiences allow you to create audiences of people who already have some knowledge or interest in your product. You can create a custom audience based on users’ URL history on your site, a list of subscribers that you upload to the platform, or by users’ activity with your app or your Facebook posts. Because all of these scenarios will leave you with a list of prospects who already have some level of interest in your brand, you should use this type of audience for retargeting campaigns only. The one exception to this rule is if you want to use your custom audience to create a lookalike audience—but we’ll get to that later.
- Saved Audiences – If you’re targeting fresh meat, this is the audience type for you. Saved audiences allow you to target Facebook users based on certain demographics, behaviors, and interests. So, if you’re selling cruelty-free tofu, you could target vegetarian animal activists with an interest in tofu. Yes, it’s that specific. To make sure that you choose the right targeting options, you should first create a buyer persona for your ideal customer. This will help you decide which details are most important to include (or exclude) so that you can make your audience as refined as possible.
Many ecommerce marketers make the mistake of creating audiences comprised of millions of users. The bigger your audience the more potential for sales, right? Wrong. The beauty of digital advertising is that it’s not a billboard on the highway—you have control over who sees it, so use that to your advantage. Remember, the goal is not to reach as many people as possible but rather to reach as many relevant people as possible. There’s no sense in paying to advertise to people who won’t buy your product.
One more tip before we move on: be sure to exclude your corresponding retargeting audience from your saved audiences.