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Expanding Facebook Ad Audience Targeting: A Ben Givon Guide

In this day and age, the number of activities that are being transferred from the real world to the online are increasing in number. With a global pandemic ravishing the economy, limiting all regular daily activities, there’s a change in the way we function and this trend is becoming even more widespread. Jobs, interviews, conferences, shopping and much more are done via the internet due to social distancing, strict curfews and overall lockdowns. In this new constellation, reports have shown that social media consumption was up by 72% so far.

Facebook being one of the leading social media platforms, with nearly 2.45 billion active monthly users, had to face the changes brought on by these new circumstances and assess, adapt and stay on top of all the new statistics like demographics, usage and trends. Particular social media analytics analyses can give you an accurate insight on the audiences using Facebook and the ways they interact with your business or brand. So, how is targeting particular audiences through Facebook Ads building strong and successful customer relationships? Here are some Ben Givon tips and tricks. 

The first thing we need to set straight is the types of audiences out there that can be reached in order to implement a successful business model through Facebook Ads. 

  1. Cold audiences: This first type of audience includes people who haven’t been on your site in quite some time or didn’t spend a lot of time there. The important thing to do is re-engagement with cold audiences, despite the fact that there isn’t a high return on investment rate like with warm and hot audiences. 
  2. Warm audiences: Second type of audience covers the people who visited your site recently and the ones who engaged in a certain way, for example, viewed a product. The outcome of re-engaging with this type of target group has a higher chance of converting people to the hot audience group.
  3. Hot audiences: Last but not least, the audience type that includes visitors who have a strong engagement on your website, for example they opened and viewed multiple products or added to cart. Engaging with them is implied as they will most likely buy a product and thus turn into a sale.

Now that we listed the types of audiences out there, the main focus of ad targeting should be acquiring a more qualified audience for your brand/product that delivers effective and noticeable results. Ben Givon will list several types of audiences for you to target with Facebook ads, how to create lookalike audiences to scale each warm audience and how to discover cold audiences that can boost your return on investment rates. 

Creating six warm Facebook ad audiences is the bare minimum you need to implement in order to expand your ad targeting. As we mentioned earlier, these are the people already familiar with what you are selling and you definitely should keep popping up in their feed. This is a great way to build the aforementioned trust with your audience. Warm audiences to consider on Facebook are your website traffic, video views, email list, ad engagement, Facebook page engagement and Instagram page engagement. Cultivating these target groups will help you with implementation of later steps.

If you already have strong warm audience lists, the next step would be creating lookalikes of those audiences. You can pick a customised warm audience and ask Facebook to suggest more people who resemble the ones in your selected group. Do the same for Facebook lead forms; an additional tip would be to start by creating a 1% lookalike and move up slowly, from 1-3% to 5-7% lookalike and later combine them into one ad set.

Last but not least, the third category that needs your attention is your cold audience. This might be the hardest one to achieve since you need to launch a dozen and hope for a few to show good results. Another tip might be to run Facebook Audience Insights that can give extra understanding of unconventional cold audiences.

 Finally, instead of aiming to sell, you should be able to work on establishing a strong and personal relationship with your audiences. It’s important to introduce the business to the people early on, later convert those who are already in the process into leads and finally monetize those with an intent to buy. The more time you invest in acquiring quality audiences the more you’ll directly impact your ROI. So, to conclude, the key is to be extra focused on three categories: warm audiences, lookalike audiences and multiple cold audiences, with a little help from Facebook Insights tool for more specifics. After utilizing these steps it should be a walk in the park to achieve greater ad targeting on Facebook.

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