What is Facebook Marketing
Master Facebook marketing if you want your brand to lead the competition. Facebook has a huge audience and potential customers often use it to look for and get in touch with businesses. You can tap into the existing customer base by having a focused Facebook marketing strategy. The constantly evolving Facebook algorithm can make it difficult to reach your audience organically but you can connect with your exact target audience with the help of Facebook’s micro-targeting features.
Facebook paid ads helps you to reach the targeted audience in the specific location from where you want visitors to click on your ads. It means Facebook ads will take your message to people who are looking for the products or services you offer. It is good for your budget, conversion rates, and return on investment as you only pay to connect to the most valued potential audience. To get the best results, first, collect the information about different Facebook ad types and targeting options and then you can plan simple ads as well as advanced campaigns.
The core of Facebook remarketing is understanding how to form and perform campaigns using Custom Audiences.
Know Custom Audiences
Gain facility with Custom Audiences for a thorough understanding of Facebook remarketing. You can target five different user segments with the help of Custom Audiences.
- Customer File. Match email addresses, phone numbers, and Facebook user IDs to current Facebook accounts and target them.
- Website Traffic. Users who have visited your site or particular pages of your site should be targeted.
- App Activity. Target those who have launched or interacted with your app or game.
- Offline Activity. Reach out to those who have reached out to your business in-store, via phone, or other offline channels.
- Engagement. Make a list of users who connect with your content on Facebook or Instagram.
You can refine your audience by adding layered behavioral, demographic, and interest targeting each of these segments. You can of course get your ads in front of the customers or prospects who have formerly connected with your brand. However, you can reach the most qualified prospects by layering traditional Facebook targeting over those lists.
Facebook Behavior, Interest, & Demographic Targeting
If you’ve just started the business with marginal website traffic, then you should go for manual, or layered targeting. Manual targeting means creating audiences depending on:
- Behaviors—target users considering their purchase habits, intent, device usage, and more.
- Interests—target users by studying their interests, activities, the pages they liked, and closely-related topics.
- Demographics—target users based on things like location, age, gender, language, and relationship status.
The approach while creating audiences with layered targeting is to start general then shift little by little toward more qualified, refined subsets. If you start from scratch, then your cost per action (CPA) will be slightly higher than if you are remarketing to a custom audience, yet you can hack your sales funnel if you correctly do layered targeting.
How To Track Performance
Facebook does not provide conversion tracking anymore. Facebook Insights provides data within Facebook but nothing on users who have left the site. Track the performance of your Facebook campaigns with the help of an analytics program like Google Analytics, or your own back end system. You can tag your links with Google’s URL builder or your own tracking tags.
- Conversion Tracking
Separate campaigns by interest groups to know the performance of each one. Go for ad-level tracking when testing visually appealing images and before you’ve created a baseline Click-through rate (CTR) and conversion rate.
- Performance Tracking
Check your performance within the Facebook interface. CTR is the most significant metric to track. How many clicks you get and how much you pay per click, both will be influenced by your CTR.
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