Top Takeaways: Unlocking Growth With Your Shopify Apps (Webinar)
From creating more engaging customer experiences to leveraging new revenue sources, taking your Shopify apps to new heights can unlock tremendous growth.
You can increase your Facebook ads ROI (return on investment) by targeting the right people with the right message. Fortunately, Facebook makes it easy to do this with their robust Facebook ad targeting options. Learn about each option, including ways to narrow your audience and improve the ROI of your Facebook ads.
Facebook advertising tools enable marketers to build ad campaigns and target specific people and groups. Because an ad is only effective when shown to the right people, choosing your audience is key to guarding against ad fatigue and audience decay. The more you customize your Facebook audience, the more likely you will reach people interested in engaging with your brand, product, or service, leading to increased sales and ROI. Facebook ad targeting helps you get your ad in front of the right people by clearly defining and segmenting Facebook users.
When assigning an audience to a Facebook ad, you have the option to choose from an existing audience or create a new specific audience. When you create a new audience, multiple customization options are available in three main categories: Demographics, Interests, and Behaviors.
Here are all of the options you can choose from when defining your audience by their demographics.
When defining your audience by their interests, it’s essential to understand that Facebook may tie a person to an “interest” based on a single interaction with content related to that interest. It doesn’t necessarily mean the people in that “Interest” group are dedicated to the cause, per se. Because of this, it is a good idea also to select other identifiers (perhaps from the demographics options) to narrow your search and target the ideal customer.
With that said, Facebook ad targeting does offer a lot of options under “Interests.” And for each option, there are subcategories (and sometimes sub-sub categories) to refine your search further. Facebook determines these interests by how a person has interacted with content on the platform.
Facebook considers a person’s behavior by their shopping habits, device usage, and other general data points collected from third-party partners. Here are all of the options you can choose from when defining your audience by their behaviors.
Facebook includes a few more options in “More Categories.” There is also an opportunity to target your “Connections,” or people who like or use your page or app, are similar to people who like or use your page or app, or exclude people who like or use your page or app.
Additionally, as soon as you get into Facebook “Custom Audiences,” you have even more ways to segment and define your target audience. You can upload email addresses or phone numbers to target specific people, such as those who viewed a particular landing page on your website multiple times. You can choose an audience comprised of people who have engaged with your advertisements before in specific ways. And you can target people who “look like” your engaged audience.
The Facebook ad targeting options are so robust that creating a defined audience can feel overwhelming the first time. The great thing is you can create multiple audiences for the same ad, run them side by side, and learn a lot about the right audience for your brand, product, or service. Once you’ve identified a highly engaged audience, save it for later and reuse it, rather than creating a new audience for every ad.
Originally published on August 17th, 2021, last updated on August 16th, 2022.