When it comes to advertising on Facebook, one of the most important (if not THE most important) pieces of the puzzle is targeting. Targeting for Facebook ads is pretty dang easy to, so today we're gonna show you how to rock these ads like a walk in the park.
Targeting the wrong pages and interests can lead to abysmal conversions, wasted cash, and nonexistent sales. (See: Things that Suck)
In today's post I'm going to share with you some tricks that I've picked up over the past couple of years that allow me to find amazing targets and run Facebook Ads that CONVERT and get you real results.
Let's dive in.
1. Find The Pages Your Ideal Customer Likes
Did you know that you can actually look up the pages that someone who is your friend with likes? It's true!
If you're like most online business owners, you're probably friends with at least one person that you would consider your ideal customer. Brainstorm a list of 5-10 people that you are friends with on Facebook that you would LOVE to do business with.
In the search at the top of Facebook search, "Pages Liked By [Person's Name] - this will return the following page on Facebook:
Once you're on this page, search through and find RELEVANT pages to target. For example, you might not know, but I'm vegan. It would be a great idea to test out Whole Foods Market if you're trying to drive me to a vegan relevant page.
I also teach Facebook Ads, but I wouldn't target Whole Foods Market if you were trying to drive me to a Facebook Ads training.
After you do this for 5-10 people, you should have a nice list of relevant pages you can test.
Bonus: If you see a page popping up over and over again - TARGET THAT PAGE!
2. Let The Power Editor Do The Work
I love to do EVERYTHING inside the Power Editor for so many reasons, but that's another post for another day!
Inside of the Power Editor, while you're setting up the targeting, there is a little trick not many people take advantage of. Once you type in one page you want to target, the Power Editor will suggest additional and related pages.
For example, when I target Ryan Deiss (founder of Digital Marketer) I get a list of related internet marketers like Frank Kern and Mike Filsaime.
Don't target multiple people with one ad, but you should write the additional names that you are targeting down in a notebook. I keep that notebook by my computer, and as I continue to create ads, I'll target them.
This is a great little "hack" especially if you're only coming up with a few names from the first tip. Type in those pages and let Facebook do the manual labor!
3. Target Influencers in Your Niche & Pages They Like
Think about the influencers in your niche. Brainstorm a quick list and go check out their pages.
For all intents and purposes, I teach social media to online entrepreneurs - so does Social Media Examiner.
If you visit their pages on Facebook, you'll find this little gem of a targeting tool:
Usually larger influencer pages are following or like pages that you should consider targeting. For example, I know that Socially Sorted (Donna Moritz) teach people about using stunning visuals for social media.
She might be a GREAT page to target if I wrote a post about creating stunning Facebook Ad Images (hint hint, that might be coming soon).
Go take some time to research who the influencers in your space are already targeting.
4. Split Test
90% of the time when I'm working with my 1-on-1 clients and we're trying to figure out why their ads are not converting, this is the problem.
To figure out what pages you should target is what I call an artful science. You have to do some research, but then you have to play detective and test a bit.
If you're not targeting several pages when you launch a new campaign, you're going about it wrong. Check out this campaign I started about 3 Days ago:
I ran this ad to TEN different targets, and I ultimately only ended with 2 converting under $1.00, and 2 more converting at a number that I'm happy with.
If I had only ran 1 ad, there would only be a 20%-40% chance that it would have converted well - the odds are dramatically better when you take the time to test across 10+ Ads.
Bonus: During webinars I create TWENTY ads - minimum - to test.
5. Retargeting Your Audience
Who better to target with your ads than people who already know who you are!
You know how Amazon loves to follow you around after you look at that $18 iPhone Tripod you want? If amazon KNOWS they can turn a profit on a low cost items and acquire customers with these ads - it just proves they are profitable!
Inside the ads manager you can create audience to target people who have visited certain pages on your site, like I'm showing below:
I run ads to different audiences on my page including:
- People who have visited certain pages & posts
- People who have visited sales pages but haven't purchased
- People who have visited a LeadPage but didn't opt-in
Retargeting audiences are some of the most responsive and profitable audiences you can run ads to, if you do it right.
I'll be talking about retargeting in the next couple of weeks on the blog, so besure you sign up for updates at the end of this post!
Now you get out there and do the research! Here are 3 action items you should consider doing if you're ready to step up your ads game:
- Spend 1-2 hours researching new pages that you could target with your Facebook ads
- Set up 5-10 new ads targeting these new pages
- Think about some "retargeting" audiences you would like to create and write them down - then keep following the blog for tips on how to implement