Facebook still continues to be one of the most widely-used social media platforms around. It has more than 2.19 billion active users worldwide.
With this, it’s no surprise that a lot of business would want to capitalize on the reach it gives. They can promote their products and services much easier than using traditional media with a limited reach.
If you’re a company looking to expand their digital marketing strategies with a Facebook Ad set, there are lots of good ways for you to do so. Let’s explore your options and find out how you can structure it to your advantage.
What is a Facebook Ad Set?
When you engage in a Facebook Ad campaign, you can have several ad sets with it. It allows you to organize and separate the audience you intend to target into different groups. You can compare this strategy with the ad groups in a Google Adwords campaign.
Similar to the ad groups, you can set different budgets depending on which ad set you want to prioritize. You can also set the schedules for each ad set to cater to your audience as well as your advertising needs. The best way to group the ad sets is according to the different kinds of target audiences you have for your products and services.
Getting different types of ad sets for these audiences allows you to make ads directed to them in a more specific manner. It enables you to view all of your target markets in a more independent manner. You can do this instead of sifting through the seemingly endless campaigns from an unsorted structure.
Target Your Demographics and Interests
Targeting using the Facebook ad structure is one of the most crucial elements of your ad campaign. It determines whether your performance can succeed before it even goes live. If you target your audience using demographic and interest options, you have an easier time getting audiences.
The approach is a good strategy if you want to target the people who have never interacted with your business. This strategy could be effective in industries of all kinds, including home improvement, and could be ideal for those looking to increase their painting company lead generation, for example.
With this, you structure it with demographic constraints such as age, gender, location, and language. You can further narrow down your audience in the Detailed Targeting Section by choosing from any of the options included in interests, behaviors, demographics, and others.
You don’t have any rules when it comes to the size of your target audience. You’ll get the best results when you use a layered approach to your basic targeting. Choose from the mix of interests and behaviors that define your ideal customers.
After that, if you still want to narrow down your audience, you can use the ‘and a’ condition.
Click Narrow Audience and select a specific life event that you think relates to your business. For example, if you’re a wedding company, you can then select people who got engaged at the most recent time and make them your target audience.
The last things you need to consider are financial factors like audience income level. Also look at purchase behaviors like audiences that buy premium brands.
Target People Familiar With Your Company
You can do this with the use of custom audiences. It lets you set up an ad set that targets people with prior interaction with either of these three:
- Business Profile on Facebook
- Business Website
- E-mail marketing campaigns
Custom audiences allow you to get some of the best results around if you’re on a retargeting campaign. The reason behind it is that you’re already reaching out to the people who already have knowledge of your business. Some of them will learn to trust your brand, making it easier for them to become more aware of your online presence.
When creating custom audiences, you need to choose from any of the four categories available: Customer File, Website Traffic, App Activity, and Engagement to Facebook.
Customer File
Using this allows you to import or upload a data list. Facebook will then cross-match them and find their respective profiles in the social media. This can change the way you use your ad sets since you’re using your existing customer or subscriber list.
After all, you can use the list to target that audience using your Facebook ad campaigns. However, that’s assuming that all of these people have their own Facebook profile that corresponds to the data list you give.
Website Traffic
This custom audience option depends on the recent activity of your website visitors. It’s the best type of custom audience if you’re re-targeting the people visiting your website. You can create different website custom audiences according to the pages they visited, their duration of stay, and the actions they made.
App Activity
This custom audience targets people based on whether they completed a certain action in your app or game. It’s almost the same as the website traffic custom audience except its conditions occurs inside an app.
Engagement on Facebook
This type of custom audience includes people that had any form of interaction with your Facebook profile’s content. In its current state, you can divide these audiences according to the type of content they interacted with. This includes Video, Lead Ad, Canvas, and Page content.
Learn to Structure Your Facebook Ad Set Today!
While Google Adwords still remains as one of the best ways to promote your business’s online presence, Facebook is a close competitor.
This is possible because of the rise of social media platforms that cater to people’s needs for online interaction. Familiarizing yourself with the Facebook ad sets allows you to target your audiences in a more efficient manner and grow your business from there.
Each company has their own ways of using their Facebook ad set–don’t conform to any one way of doing it. Sometimes, it’s a matter of trial and error. But once you find one that works perfectly for you, stick with it.
Do you need help with your company’s Facebook campaigns? Contact us today and we’ll help you get started.