By Danish Ayub, founder & CEO of MWM Studioz
One of the biggest reasons marketers are giving up on Facebook is that they are continuously failing to get Facebook targeting right. A big part of this has to do with the ignorance that plagues the digital advertising ecosystem in that there are simply too many people who have an easy course on Facebook or Google and have branded themselves as marketers. The fundamentals of targeting, segmentation, pricing, and message are lost to them. If you are working with a marketing team that is failing at Facebook, here’s a question – how targeted at your campaigns with Facebook Custom Audiences? The truth will shock you. If you’re sick and tired of wasting ad dollars, here’s what I suggest.
Conduct a thorough review of all your successful sales and determine the age, gender, interests, and locations of the buyers. This is a baseline of your target segment. The images you use, the copy you write and the calls to action you deploy could be fantastic, but if they are directed at the wrong people, that’s just a shame.
With a Facebook Pixel, you can retarget an ad towards a site visitor depending on which pages they visited the most or visited last. This level of retargeting doesn’t even require that the visitor subscribes to any lists.
While experts of brand journalism recommend using Facebook Lead Ads as a starting point, I recommend a deeper breakdown for reaching conversions. Go to your Facebook Ads account and click on “Audiences”. After the mini-window opens, first, click on “Create Audience” and then “Custom Audience”.
This will be followed up by four options that represent how you want to build the custom audience. This can be from a CSV or Excel sheet you have on hand of your customer’s email addresses, from the traffic on your website, or from an app’s activity and the engagement on Facebook. For this example, now that you have installed the Facebook Pixel, you must click on “Website Traffic” as your source of building a customer audience.
This will be followed by options in the “Website Traffic” tab with a drop down menu with options such as “Anyone who visits your website” to “Visitors of a specific page”. The “In the Last” part allows you to choose a timeframe between one day and six months.
After getting it right, your campaigns will be worthy of uploading a CSV from your CRM that targets your customers even more precisely, aimed at past buyers. Follow this up with lookalike audiences and keep experimenting. The more you play around with segmentation based targeting, you can optimise ad dollars for higher rates of measurable conversions. Feel free to reach me for more help.
Danish Ayub is the founder & CEO of MWM Studioz, a Karachi-based conversion marketing company that serves brands such as McDonald’s, Nike, Charles & Keith, Tata Best Foods, EDEN Robe, and Junaid Jamshed. He can be reached on firstname.lastname@example.org
The views expressed by the author are his own and do not necessarily represent those of Gulf Marketing Review.