Building The Perfect Facebook Ad Audiences For Improved ROI - Semalt Prompts
Ever since the creation of Facebook, websites and businesses began exploiting its features. Many companies use it to improve the traffic flowing into their sites.
Today, Facebook has developed its ability to help market businesses. One of its most used features is its ads. Targeting the perfect Facebook ad for the ideal audience significantly reduces advertising costs and improves returns on investment (ROI).
In this article, we will be pointing out some steps we employ in creating the perfect Facebook audience for your business.
Facebook Ads are used by over 6 million different businesses. They all use this cheap alternative advertisement medium to get their messages across to their targeted audience. But not all of these businesses enjoy the benefits of Facebook Ads. That is because many of these businesses do not understand how to make Facebook Ads work for them.
Many times businesses focus on their ads, but they fail to give equal attention to their targeted Facebook Ads audience. Without the right audience, Facebook Ads will never be able to reach their target audience. In the end, businesses would have invested with little or no returns.
If you want to get the best possible result for your buck when advertising on Facebook, your Facebook Ads must be targeted to the right people at the right time and with the right expectation.
In this post, Semalt will be explaining how we can significantly lower the cost of running your Facebook Ads by developing the perfect audience for a brand or business.
What is ad sequence and what makes it important
Before we begin building the perfect Facebook audience, we must first understand what ad sequences mean.
With this strategy, we will need to present ads in a sequence to show our message in a pre-arranged order. This ensures that we have something unique for each stage of our sales journey. For example, we can design the first ad to introduce our viewers to a story. This serves as a warm welcome, and it paves the way for other ads to follow. Your audience will also see your ads in a specific order. Let's say we are running a three-stage ad sequence; we can use a sequence that looks like this:
- In the first ad, we focus on attracting the right audience without making them do anything. The purpose of such ads is to boost engagement and build the foundation for the second ad.
- The second ad then focuses on warming them further and then converting them. This ad could be a lead generation ad that gathers the contact information of its viewers. This ad is specifically targeted at people who interacted with the first ad. It is also shown to people who have indicated an interest in your business.
- The third and final ad is designed and shown to people who have already provided you with their contact information. This ad targets those who have shown deep interest but haven't visited your landing page or website.
The goal of this example is to give you a good idea of what ad sequencing is and how beneficial it can be to ensuring ROI on Facebook Ads. It is essential to understand the alignment between your audience, your message, and the timing when running social media advertisements.
Building the perfect Facebook ad audience
One mistake many make is to target everyone on Facebook for their ads. They believe that the bigger your net, the more chances you have of catching fish. Here is how it works with ads; when you target everyone, you target no one.
If you genuinely want to achieve your business growth goals with Facebook Ads, discover the right audience.
Here are some steps we depend on in building the perfect audience for our clients.
1. Create a goal
It is essential that you have a central objective. Ask and answer some fundamental questions so that we can build a sound advertising strategy.
Here are some questions we ask our clients:
- What do you hope to achieve by running Facebook Ads?
- How can you serve your target audience?
- What do you want people to do when they view your ads?
- Where do you want them to go after viewing your ads?
- What is the end goal of running your ads?
The end goal of your ad is what you want people to do after clicking on your ads. Would you like to increase your web traffic or buy a product? Your advertising goals are likely to fall into one of three primary goals, namely:
- Awareness: in this category, you want your ads to create interest in the minds of your viewers towards your products or services. These types of ads usually explain to viewers how your business delivers value. This ad is also called the top of the market funnel ads as it introduces your businesses to an audience and drives brand awareness.
- Consideration: this type of ad goes beyond the awareness stage. Ads that fall into this category usually prompt viewers to seek more information about your business. We create these ads to encourage people to click on the link and move to your site to learn more about the nature of your business.
- Conversions: these ads encourage people to buy your products or sign up for your services.
NOTE= as your business continues to grow; your campaign goals continue to change.
Once we are able to define your business goals, there is clarity on who your ideal audience is.
2. Crafting your Facebook ad audience
Do not start with the goal of reaching 2.7 billion active users in one week. This isn't a smart move, especially because the larger the audience you try to attract, the more it costs you. There is no point in placing your ads in the feeds of users who aren't interested in what your business offers. For example, if you're advertising products for stay at home moms, you are wasting money by targeting military men on duty.
This is the point where we have to craft your audience carefully and accurately define a group or groups of potential clients and consumers. Our goal is to reduce the number and to become more specific on the type of audience targeted. We craft a Facebook ad audience group that, when they come across the ads, they find it engaging and important, which is vital in helping you reach your goal.
The tricky part here is in finding a good size of audience for your Facebook Ads. Many clients that come to us often wonder how they can target the optimal size of an audience against their budget.
If you're one of them, here is how you can know the best size of the audience for your budget:
Statistically, the average cost of 1,000 impressions (CPM) is $35.00, and on average, it takes up to seven touches to get a viewer to take action. That is what is referred to as the rule of seven. It says that an ideal customer will need to see or hear your message at least seven times before they can make up their mind to conduct business with you. That means you need to deliver content that satisfies them at least seven different times.
With that, here's an example that says you want to target an audience size of 10,000; you will have to show your content to these 10,000 viewers 7 times.
Mathematically, that would be:
10,000 X 7 = 70,000
70 X $35.00 = $2,450
So if you plan on targeting an audience size of 10,000, it would cost you $2,450. This is why you must consider your budget before setting up an ad campaign on Facebook.
Targeting the right audience reduces the money you waste on advertising to people who wouldn't convert. Facebook offers a variety of ad demographics, which makes it easier to be more specific about who we can target with ads. We use all of the targeting tools at our disposal to deliver content on interest based segments.
From this point, all that's left is creating an excellent ad.
- Creating a great piece of content: we personalize your ad messages to the buyers' contest or the stage in the buyers' journey.
- Building a Facebook custom audience: a Facebook custom audience is a group of people who have already interacted with the content. It could also be people who have a relationship with the business.
- Run ads to the video until we grow the size of the audience: we run ads until at least 1,000 people watch at least 95% of the ad video. This could take days, weeks, or months, but we keep on it until we achieve this goal. It may look futile, but in the end, it is worth it.
- We then create a one percent lookalike of the 1000 audience collected from the previous step.
The last step is to repeat. We do this over again to reach a new audience and grow further.
Semalt can help set up the perfect Facebook Ads campaign for your business. Our experience and knowledge give us an advantage over many of the businesses you'd be competing against out there. Give your investment the best chance for success by letting us manage your campaign.