Digital marketers and small business owners alike might spend hours creating Facebook ads each month, tweaking visuals and copywriting - but the real question is, are they even targeting the right audience?
We’ll admit straight up that Facebook advertising can be overwhelming and confusing. People can get caught up trying to convert ads into leads, forgetting about the most essential part of the advertising process - targeting the right audience.
Investing time and money into adverts that won’t target the right audience is a waste of time and can be extremely costly, which can be catastrophic for small businesses operating on limited budgets.
Facebook’s behavioural targeting can help you unlock your marketing superpowers, allowing you to read the minds of target audiences and boost conversion rates.
So what exactly is behavioural targeting, and how can it help your business?
The incredible advertising software that exists today allows marketers to know what people like, the kinds of thing they buy, the music they listen to, and their favourite restaurants. With behavioural targeting, brands can put their ads in front of people who have already shown interest through their actions, which is incredibly powerful.
Using behaviour-based advertising, marketers can reach a highly targeted Facebook audience. When creating a new campaign, Facebook provides the option to target demographics, interest, behaviours and Facebook categories. Sounds great right?
So, what are the benefits of Facebook’s targeting?
- Higher relevancy – by advertising to a highly targeted audience, it provides marketers with the chance to create custom ads to target specific groups. People will be able to put two and two together and could opine a brand as an opinion leader in that field / product category.
- Higher click-through rate (CTR) – Highly targeted ads are shown to the relevant people, therefore exposing the ads to a more interested audience resulting in a higher CTR.
- Higher engagement – If an ad is relevant, then the target audience is more likely to share it with their Facebook friends, leading to a free advertising boost beyond the existing follower network.
- Higher return on Investment (ROI) – By excluding people that aren’t likely to be interested in the product or service, it allows brands to reach the right audience at a lower cost. Who doesn’t like to save money?
The best thing about it? Businesses of all shapes and sizes can utilise Facebook’s behavioural targeting in just three simple steps.
1) Determine the core behaviours of your audience
Successful advertising is all about getting to know your audience. You can determine this by choosing detailed targeting, then selecting behaviours. Facebook gives us the option to choose certain behaviours or type in ones you are looking to target. Once a behaviour has been selected, Facebook will make suggestions on other related behaviours. The targeted behaviours must match the product/service. This incredible service allows brands to practically read minds. Mega.
In this way, you can create ads that will resonate with your audience because they match activities they’re already doing / engaging in. Talk about relevance!
2) Create campaigns based on behavioural targeting options
Behavioural targeting allows marketers to promote offers that are directly related to a behaviour. For example, imagine you are promoting a cruise holiday. The consensus is that a large percentage of those who enjoy cruises are of an older demographic – therefore, step 1 would be to use demographic targeting to reach over 50s. Step 2 would be to use behavioural targeting to find people who are into cruise holidays.
The beauty of Facebook ads is the SYNERGY, which allows marketers to gain more traction when they combine things. By stacking targeting, you can reach core audiences, lower expenditure and boost results, it’s win-win!
3) Create Ad sets that speak directly to behaviours
Once you have identified the behaviours of your audience, it’s time to harness that information and create ads that speak directly to those behaviours. Every aspect of an ad should captivate and relate to the audience. The imagery, headline, CTA (call to action) and text should all connect to the behaviours that you’re targeting.
A prime example of this is Nike. They understand their buyers and know that a large percentage of their consumers are into playing sports and working out, pushing the limits and pursuing greatness. This was encapsulated in their ‘Find Your Greatness’ advertising campaign. They know the behaviours of their consumers, and they speak directly to them, rather than trying to target generic shoe buyers.
The beauty of Facebook’s behavioural targeting is that it doesn’t take a marketing whizz to do it. Anyone can successfully create a campaign, which is hugely beneficial for SMEs, allowing them to conduct the work in-house and reduce costs.
So what are you waiting for, try it out for yourself!