Almost 3 billion monthly active users, Facebook still holds steady as the biggest social media platform. Who wouldn’t want to have the magic formula to win the heart and attention of their customers or potential customers? Well, in the vast world of digital marketing, governed in part by media buyers, there is one word that is almost synonymous with such a desire: Facebook Ads. But what exactly are these ads and how do they work?That’s what we will discover together in this Press Release for General Public!Facebook Ads are one of the most powerful and effective tools for reaching your target audience online.
Chicago, Illinois, United States, 4th Jun 2023, King NewsWire – “Ido spend a lot of time scrolling through Marketplace,” Alex Growcott tells me over the phone. It’s part of her job as the manager of an op shop in Wellington, but she also peruses listings for her own pleasure.
We researched recently found a set of long-coveted ceramic mixing bowls while scrolling on flat’s wicker sofa, also sourced from Marketplace. “It’s quite fun to see what’s out there – like, didn’t know that was a thing that existed, and Marketplace shows it.”
We’re now years into a glut of trend pieces declaring that Facebook is passé now, only used by older people who never cottoned on to Instagram, let alone TikTok or Snapchat. But many New Zealanders still have their Facebook accounts – and Marketplace is one of the reasons we keep logging on.
While you can certainly make the argument that Facebook ads are becoming less effective than they were in the past, it’s still the social media network with the most active users—not to mention it also covers Instagram. That’s why it’s important to use intentional Facebook ad strategies to ensure you’re not wasting budget on ads that don’t contribute to the bottom line.
- Advanced options to target your ads to specific audiences
- Seamless ecommerce integration
- Insightful data analytics
- One of the largest social networks
- Access to Facebook’s entire Ad Library
- Options for every budget
You can use Facebook ads for both customer acquisition and retention. It’s a great way to build brand awareness and advertise to new potential buyers, as well as nurture relationships with people who already know your brand. In fact, Facebook offers three key goals or objectives to choose from for each ad:
Before we dive into the Facebook ad strategies to use for your ecommerce business, you’ll want to get set up with the Meta pixel. The pixel is a snippet of HTML code that you put in the back end of your site. Once installed, it collects data about your site visitors and their activity, which makes it easier for you to run effective targeted Facebook ad strategies down the line, especially as you collect customers’ email addresses.
Here’s how it works: Once the code is installed, when a user clicks on one of your ads and visits your site, the pixel will track their behavior. You can see how much time they spend on your site, which links they click, which pages they visit, which products they purchase, and more.
“Trading via social media offers dodgy users a level of anonymity to hide their identity and intentions,” a police spokesperson said when asked for comment on dodgy behaviours on Facebook Marketplace. There are a plethora of stories about Marketplace scams and violations of the Consumer Guarantees Act. Last week, for example, an Auckland woman was fined $13,000 for selling 11 cars in a year without a motor trading registration.
Facebook has some of the most robust ad targeting options out there, allowing you to get super specific with your target audience, promotions, and ad creative. This is especially helpful if you don’t have a lot of existing customer data to use. Facebook’s Core Audience feature lets you hone in on your target market based on five criteria:
- Location. Target specific countries, states, provinces, cities, communities, ZIP codes, etc. You can also set a radius around a central point—for example, users within 10 miles of ZIP code 12345. Demographics.
- Demographics. targeting options include age, gender, education, job, language, political affiliation, income, relationship status, and more.
- Interests. These include hobbies and other things your audience may like to do.
- Behavior. Facebook considers users’ digital behavior in this section, including device usage, network speed, and purchase behavior.
- Connections. This targeting parameter allows you to dictate whether you want to target people who are connected to your Facebook page, and thus already know your brand to an extent, or if you want to exclude those individuals and focus on boosting brand awareness and customer acquisition.
You can get ideas for building your Core Audience with Facebook’s Audience Insights tool. Audience Insights tells you your current followers’ location, demographics, interests, behavior, and connections—you can then apply those parameters to your Core Audiences as you see fit.
Facebook Custom Audiences are groups of Facebook users who know about your brand to a certain extent. This means that they’ve visited your website before, engaged with your Facebook page or posts, signed up for your emails, made a purchase, or engaged with your brand in some other way.
Essentially, Facebook takes the customer data you give it and compares that data to Facebook users, eventually matching your customers to individual users. Facebook then creates groups of these people, allowing you to target them with different ad campaigns.
You can create four types of Custom Audiences:
- Website Custom Audiences. Build these audiences from users who have visited your website or a specific page on your website.
- App activity Custom Audience. These segments are made up of people who have engaged with your mobile app or taken a specific action within your mobile app.
- Customer list Custom Audience. Import a customer list spreadsheet and Facebook will match the data to its users to build this audience group.
- Engagement Custom Audiences. Groups of people who have engaged with your Facebook content or ads in the past, including watching a video, submitting a lead form, or viewing your Facebook page. This is a great source for building Lookalike Audiences (more on that next).
Over time, you’ll use your Custom Audiences to create new segments with similar characteristics to target. These audiences are called Lookalike Audiences.
Lookalike Audiences are valuable because they have a lot in common with your existing audiences, so you already know what they like and which ads perform well. In many cases, you can use the same ads for your Lookalike Audiences that you’re already running for other targets.
This Facebook ad strategy is a great way to acquire new customers. You already know these groups’ preferences, so you can use proven, effective ad creative to introduce them to your brand.
You can scale how similar your Lookalike Audience is to your original source audience. If you keep it very similar, you’ll target a smaller but more specific group. If you allow for a lot of variance between the audiences, you’ll target a larger but broader audience. Facebook allows for a maximum of 500 Lookalike Audiences, so you have plenty of room to get creative and experiment.
4. Retarget previous visitors to your Facebook or Instagram pages
Facebook retargeting ads are shown to users who have visited your ecommerce website or interacted with your Facebook or Instagram page in the past. This Facebook ad strategy is a great way to nurture relationships you’ve already started. You can target users down to specific actions they’ve taken—likes on Facebook, products added to cart, or even specific pages visited.
There are many applications to this Facebook ad strategy, with retargeting options that include people who have:
- Engaged with your brand on Facebook and/or Instagram
- Visited your website
- Used your mobile app
- Spent a certain amount of time on your website
- Visited specific pages of your website Viewed a product (called “viewed content”)
- Added a product to their cart
- Initiated checkout
5. What is Facebook Ads and why is it important
Facebook Ads is an online advertising platform that allows business owners to reach a large audience through the world‘s largest social media platform. With more than two billion monthly active users, Facebook represents an ideal market for reaching potential customers in a targeted and effective way.
Facebook Ads differ from other types of advertisements in that they allow business owners to create ads based on specific demographics, interests, behaviors and other information that users share on their Facebook page.
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