Audience in facebook

How To Use Facebook Audiences To Grow Your Business

With more than 2 billion monthly active users, Facebook is, without a doubt, the most important social media network today. As marketers, it is impossible to ignore these statistics and the treasure trove of data these billions of users have given Facebook access to. Thanks to this insight, you can now create Facebook audiences that can help take your business to the next level.

Read on to learn more about how Facebook has turned this data into actionable data that has allowed marketers to cut through the noise and target the right customers at the right time.

With your standard pay per click (PPC) advertising model, marketers are tasked with making educated guesses (at best) about their prospective customer’s intents and habits. That means trying to find the keywords they’re most likely to use when searching for your service or product. Altogether, that limits a marketers ability to target potential customers and despite the best data, still involves some guessing and luck.

Facebook is different.

Because of the immense wealth of knowledge they have gathered from their users, they have given advertisers incredible control over who they are targeting, when they’re targeting them, and how they’re targeting them.

One quick thing: The Facebook pixel is a piece of code that needs to be installed on your site before you can take advantage of Facebook’s targeting options. Check out our post on the Facebook Pixel to learn more about it and how to set it up.

Now, let’s dive into Facebook targeting options.

Facebook targeting options are organized around “audiences.” You can think of audiences as the market(s) or persona(s) you are looking to target with your services, products, and marketing message. They allow you to target broadly or very specifically with options like age, gender, location, interests, job title, education, and more.

But that’s just the tip of the iceberg and still involves a fair bit of guessing about your ideal customer’s demographics, interests, and more.

Thankfully, Facebook provides marketers with 3 core audience types that allow for varying degrees of specificity: 1) Saved Audiences, 2) Custom Audiences, and 3) Lookalike Audiences.

Let’s start with ‘Saved Audiences.’

Saved audiences will be familiar to every marketer out there, especially those that regularly work with personas.

These audiences allow you to target to market and customer demographics like the ones mentioned above. You can then save the audience and continue to use or modify it across different campaigns.

Despite how well you know the demographics and psychographics of your ideal customer or client, saved audiences are still cold audiences and should be treated as such. However, that doesn’t mean you should avoid them. In fact, custom and lookalike audiences both depend on saved audiences to be most effective, so spend some time making them as dialed in as possible.

Once you nail down your saved audiences, it’s time to move on Facebook’s higher converting audience options: Custom Audiences.

Custom Audiences

Custom audiences are Facebook’s highest converting targeting option and with good reason.

These audiences allow you to craft audiences in a few ways. For example, you can upload a list of customer emails or phone numbers, and once matched, show ads to just those groups of people.

If you have installed the Facebook pixel on your site (if you haven’t, what are you waiting for?), you can create audiences based off any number of actions people have taken on your website.

You can target people who have visited your website, specific pages on your site, and/or performed specific actions while there. If you have an app, you can target people based on the actions they’ve taken while using it.

Custom audiences are so powerful because you get to skip having to guess who your ideal client or customer is. With the information custom audiences provide, you can target your ideal customer with an exact marketing message at the perfect time.

If you’re serious about using Facebook ads to drive business growth, taking your time to create valuable custom audiences is well worth the effort. By doing so, you’ll put yourself in an excellent position to take full advantage of Lookalike Audiences.

Lookalike Audiences

Finally, we have lookalike audiences.

Once you have a created valuable custom audiences, Facebook can use its vast data to match the users in your custom audiences with other Facebook users that share many of the same characteristics.

With lookalike audiences, you can then target users that you would never have known to target otherwise.

One thing to keep in mind regarding lookalike audiences: Facebook gives you multiple options to pick from when it comes to the size of your audience. The smaller your audience, the more closely it will match your target audience, the bigger the audience, the broader, less exact your matching will be.

One Last Thing…

Although Facebook’s targeting options make our lives easier as marketers, there are still some best practices we need to follow to get the most out of the platform.

First, you need to make sure you are placing your audiences in their correct places along your buyer’s journey. Treating a lookalike audience as if they are a long-time customer is a sure-fire way to waste the advantage those audiences are giving you.

Second, your marketing message matters! You still need to address your customer’s pain points, your unique selling proposition.

Finally, make sure your message is tailored to where your audience is in their buyer’s journey.

We hope you can see why Facebook’s targeting options are crucial in today’s advertising climate. With countless options ranging from broad to pin-point specifics, Facebook has given marketers a powerful tool to add to their marketing toolkits.

If you’re interested in learning more about how Facebook advertising can help your business grow, we’d love to help. Drop us a note, we’d love to chat!

Facebook business ad page

Why The Facebook Pixel Is Essential To Your eCommerce Business

With more than 1 billion active daily users, Facebook has become a staple of many people’s daily lives. As an eCommerce business today, the social network is virtually impossible to ignore and doing so can significantly impact sales and performance. 2018 statistics show that more than 93% of marketers use Facebook for advertising and more than 3 million businesses use Facebook to promote their services or products. Facebook has taken notice of these statistics as well and it has taken the immense amount of data it collects to help advertisers market their products and services to their ideal customers at the ideal time. Read on to learn how the Facebook Pixel is essential for businesses looking for eCommerce success on Facebook.  

What is the Facebook Pixel? 

With more than 2 billion monthly users, the chances of reaching your ideal audience on Facebook are high. But, as all marketers know, reaching your customers is only half the battle. You also need to be able to serve them with the correct marketing message at the correct time. That means using analytics to know what products and services matter to them most, when they’ve added products to their cart but failed to check out, and more. 

Enter the Facebook Pixel. Facebook created the pixel to provide marketers with a way to track the performance of their advertising efforts. More importantly, the pixel tracks the actions users take after clicking on an ad on Facebook. The pixel is simply a piece of code that gets added to every page of your website. The pixel is simple to install if you are comfortable working with your website’s code. Otherwise, a web developer can easily help complete the task.  

Once installed, the pixel is triggered when someone visits your website and takes an action(s). It then reports this action. These actions are important in two ways:   

  1. They allow you build custom audiences that help you find more potential customers and clients
  1. they allow Facebook’s algorithm to become better and better at serving your ads to people that will be more likely to take certain actions. Some of the actions you can track include pages/products viewed, items added to cart, abandoned carts, checkouts, and more. 

As a marketer, having access to this information should put a giant smile on your face. 

What Can The Pixel Do? 

As we mentioned above, one of the greatest features of the Facebook Pixel is the ability to create custom audiences, and by extension lookalike audiences. Because the pixel can track several actions, it gives marketers the ability to create highly targeted visitor segments and serve them ads tightly tied to the actions or products they have interacted with.  That alone would be an incredible advantage for marketers.  

However, because Facebook has collected so much data from its users, it can also use custom audiences to find other people with the same likes, interests, and characteristics. These audiences are called “Lookalike Audiences” and can help you reach millions of additional potential customers.  

Can you see how helpful that is to marketers constantly on the lookout for new customers? Marketing strives to create a personal connection with potential customers and having the ability to cut through the noise with targeted messages is a tremendous advantage. 

The real beauty of the pixel, however, is in its ability to track your visitors’ actions. The pixel allows you to dynamically target users with ads for the exact products or services they were viewing. You can target users who placed items in their cart but did not checkout with special offers to entice them to come back and complete their purchase. You can even walk a potential client through your entire funnel by setting up the pixel to track their actions on your site. 

What If I Use A Software Platform Like Shopify or Magento? 

Luckily, because the pixel is a simple piece of code, it can work across a wide number of websites.  

If your business runs on a popular eCommerce platform like Shopify or Magento, the process is even easier. As preferred partners, both Magento and Shopify make it even easier to install the Facebook Pixel and start collecting data.  

Magento offers a plugin that quickly and easily adds the pixel. For a step by step guide to installing the pixel, you can visit Facebook’s own support page.  

Shopify’s installation process is even simpler. 

Regardless of your website’s backend, there is no reason not to have the Facebook Pixel installed and collecting data. 

Conclusion

As we hope you can see, the Facebook Pixel is a powerful piece of code that can help supercharge your business. With the help of the pixel, through custom or lookalike audiences, reaching your target personas and fine-tuning your targeting helps maximize marketing budget and minimizes wasted spend. Once you’ve reached your target audience, the pixel takes things a step further and allows you to target them with messages that address the actions they have taken and interests they have shown on your website. For marketers, this combination should be too good to pass up.  

At ATAK, we understand the incredible advantage the Facebook Pixel provides and so we ensure pixel tracking is implemented across all our client’s websites and eCommerce stores.  

We hope we’ve given you a good idea of what the Facebook Pixel is and why having it installed on your website is non-negotiable. If you have any questions about the pixel, feel free to reach out. We’d love to chat! 

Facebook Targeting Strategies

8 Facebook Targeting Strategies You Should Try Today

If you’ve spent hours wringing your hands over your Facebook ads strategy, you’re not alone. The clunky UI, confusing options, and vague reporting tend to elicit frustration from even the most experienced digital marketer. It doesn’t have to be this way. Check out these eight tried and true strategies that will help you unlock the full potential of your Facebook ads.
(Note: Many of these strategies only work if you have the Facebook Pixel installed on your website. If you haven’t installed this already, you can learn how to do so here.)

1. Utilize Life Event Targeting

Facebook is always reminding you about your friends’ life events: birthdays, engagements, weddings, you name it. You can actually use Facebook’s rich, life event knowledge to your advantage when creating targeted Facebook ads. This means if you’re a florist, you can target people that have an upcoming birthday or who have just gotten engaged.

2. Enhance Remarketing Strategies

Sometimes customers need that one extra nudge before purchasing. You want to make sure that if they’ve engaged with a product ad in the past, make sure they’re seeing that same product again, you can do this through creating a remarketing strategy. Consider your customer funnell and remarket based on what their interest and intent may be. For example, if you’re retargeting to users who have landed on your blog, you’ll likely want to serve them content focused ads, while as if it’s users that have landed on a product page, you’d prefer to serve them a product ad.

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