Activating advertisements on Facebook is one of the most effective marketing actions to get potential clients on the internet. However, acquisition costs tend to be quite high when setting up your target audience doesn’t follow a strategy. Here we explain how to segment correctly in Facebook Ads.
Why are acquisition costs for Facebook Ads so high?
Perhaps it is happening to you like many advertisers who develop a great campaign with very good graphic content and great copy writing, but the results are not very profitable. This is a red flag about some badly implemented action that usually has to do with the segmentation of the target audience.
The most basic thing about the selection of the users who will see your ads, are the demographic characteristics. Ultimately this is an important first step, a smart selection of regions can save you a lot of budget. But there are other actions that can help you find a more specific profile of your target, even within the selected geographic spaces.
If your Facebook Ads targeting is currently narrowed down to regions, ages, and genders, your acquisition costs are probably very high. Facebook Business allows you to further narrow your audience, so that your investment is the best possible use.
Tips for targeting audiences on Facebook ADS
1. Segment by interests or behavior
One of the most basic actions for your ad to reach the right people on Facebook is to use targeting by interests or behavior. In this way you can select people who, in addition to meeting the demographic profile, are close to your business niche.
2. Create lookalike audiences
Another great trick is creating lookalike campaigns. Facebook allows you to create a list with the public that has interacted with your ads or has a high purchase intention to find more people with those characteristics. So your reach and click-through rate increase significantly without increasing investment.
3. Create a list with the website’s audience
Another way to segment ads on Facebook ADS is to collect the target audience through website traffic. How does it work? Facebook creates a list with the people who make the most visits to your website because it evaluates their behavior.
To achieve this function it is necessary to use the Facebook Pixel. This system records information based on conversions and entries to the established website.
4. Separate mobile and desktop campaigns
It is not news that cell phone use is more frequent than computers, for that reason the campaigns should be aimed at adapting to the mobile market. To do this, when you carry out campaigns on Facebook ADS, the first thing you should do is adapt it to the usability of mobile phones because you cannot use the same content format as a desktop campaign.
5. Use insights in your content
Before publishing your ad and with the segmentation carried out. Evaluate user insights and incorporate them into your content, so you will be able to capture the attention of your Buyer Persona much faster.
Types of audience on Facebook ADS
Custom audiences: These audiences are created from the number of hits the web page receives, a list of subscribed people or receptions in the emailing. This public already knows about the brand, what is sought is to retain them or encourage identification.
Similar audiences : These are created through Facebook when it is segmented by the similar public to the one we already have or constant visitors to our website. Also, if you want it to be more effective, you can select similar people who made a purchase on your website. Surprising right? Facebook segments all the information you need to make it specific.
Saved audiences : These audiences are the common ones defined by age, who buy online and who have such interests. In this way, we understand that Facebook has the ability to segment according to the degree of certain involvement with which you resort to having the public.
In conclusion, the more specific your segmentation is, the better your budget will be invested and you will have better acquisition costs.