If you tackle AdWords and Facebook in the same way, you’re headed for ROI disappointment.
Facebook, unlike AdWords, offers advertisers custom audiences, and if used correctly, can payoff in a BIG way: earning it the rightful place of eCommerce’s second leading paid traffic source. It all comes down to perfecting your audience and therefore pushing the right messaging to the right people at just the right stage of your sales funnel.
The bottom line is that market segmentation is the key to winning at Facebook marketing and by setting up your audiences for optimization before you implement campaigns you can save you tons of optimizing time down the line. This week, we look at how to hack Facebook’s Custom Audiences for big payoffs.
Hacking Audiences for Brand New Traffic
Hack 1: Use Engagement History to Build Audiences
If you are a new or smaller store with lower traffic than you would like, but an active social media presence with lots of engagement, creating custom audiences based on previous engagement is an awesome way to drive traffic to your store.
This audience hacks allows you to create lists of people who have viewed your video content, interacted with previous lead ads on Facebook and Instagram, people who have interacted with your Facebook page, Instagram accounts or Canvas content.
Hack 2: Exclude Audiences
Just like you would do when optimizing your Facebook ads, excluding converted customers from seeing your ads helps fight ad fatigue while enabling you to market them deeper in your sales funnel with more relevant ads. Save time by setting exclusions before your campaigns go live; as people respond and click through to your site, they will automatically be pushed to other remarketing or pixel campaigns.
Bonus Hack: Lookalike Targeting
Find potential shoppers by leveraging the power of Facebook’s Lookalike Audiences. You can find this by clicking on ‘Create audience’ and selecting ‘Lookalike audience.’
For more on how to create these types of audiences, Facebook’s comprehensive guide will help.
Hacking Audiences for Repeat Traffic
Hack 3: Turn Content Engagers into Customers
If you’ve been hustling your content marketing game, chances are you get some nice hits from your blog. By creating custom audiences of your content readers, you will be able to target them with specific ads for those potential shoppers who are aware of your brand, designed to send them to landing and/or product pages and increase your conversions.
Pro Tip: Split audiences into recent blog visitors and ‘cold’ leads to further segment your audiences and therefore drive clicks with more targeted advertising. Custom Audiences only allows you to target those visitors who haven’t visited in a certain amount of time; the only drawback is that it is applied to your whole online store and doesn’t allow page (or blog) segmentation.
Source:: Business 2 Community