5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAP

Facebook is the largest social media platform online internationally today. According to its website, Facebook has over 2 billion active users. Trust us when we say Facebook Ads are going to drive more leads for your business this year than any other paid channel. However, you'll need the right strategies and expert managing. Facebook's success is due to its unrivaled targeting potential and aptitude. No other paid advertising platform or channel allows you to advertise and target your marketing messages to specific demographics.


Evidently, taking the right opportunities at the right time, will pay off abundantly.

First of all there are three types of Facebook ads: Sidebar, News Feed, and Mobile News Feed:

  • Sidebar ads are the cheapest options, though they also have the lowest average click-through rates.
  • News Feed ads are the most expensive and have the highest average click-through rates.
  • As the name suggests, Mobile News Feed ads are specifically designed for display on mobile devices.

Now, we understand the huge range of ad option can make it pretty confusing for new businesses to catch on and understand its sucessful traits. Are you looking for new ways to reach your ideal audience with Facebook ads? Do you know how Facebook's new targeting options can help your greatly improve the conversion rate of your marketing ads? We hence thought we'd compile a 5 great Facebook Ad Targeting Strategies guide for businesses in Singapore (big or small) to start implementing on.

5 High Converting Facebook Ad Targeting Strategies Businesses In Singapore Should Pick Up On

 1. Optimise Your Ads To Tell The Right Story

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPIdentifying your audience is only the beginning. After tracking your potential buyers you have to present an appealing story that they find specifically interesting and relatable to. You need to make your ads stand out. It is important that you're blasting out ads to the right demographis, however, we want them to have high converting results most importantly. Our utmost aim is getting people to click on your ads and purchase your product/ services.

Below are some tips we've gathered for you to be successful in your Facebook marketing:

  • Make the most out of your title, body text and image.
  • Test multiple types of ads with different content.
  • Use proper grammer and punctuation.
  • Use an accurate image that represents your product truthfully. (you don't want to be just a click-bait, you want the buy)
  • Have a call to action always.
  • Keep your competitors products in mind when crafing your ad, stand out.
  • Refine your ads with accumulated data on what works and doesn't so much. Delete your poor-performing ads and move your budget to the higher converting ones.

2. Use Email Or Segemented Customer Lists For Targeting (or Excluding)

Your company might be doing a great job acquiring leads, but why are you not converting them?

Good lead generation marketers invest well in lead nurturing. They strategize to usher a customer smoothly from the top of the funnel to the bottom by building relationships and trust; earning the lead's sale only when he/she is ready.

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPHow?
You start at a very high level, providing broad information on your industry. Prospects find you without having to search for your specific company name. They begin to think of you as a leader in your space, and come back to your site.

You provide information increasingly more specific to solutions and then ultimately, your brand, so they can consume at their own pace and see the value in doing business with you.

Facebook Custom Audiences is an advanced feature that allows you to retarget people you have previously had contact with, somewhere in the sales funnel. This function gives you a great opportunity to increase customer value and loyalty. You can also upload your email list(s) into Facebook. CRM lists are a great source to target first party customers.

Facebook custom audiences can adjusted and refined to represent your buyer personas in different conversion stages. Every stage of the sales funnel demands different advertising and marketing approach to customise targeted offers for the highest conversion rates. Facebook hence assists as a great platform for targeting people at the different buying stages.

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAP

Top of the funnel: these are mainly the people who have been to your website once, but haven’t engaged with any content or offers.

Middle of the funnel: people that have come to your blog via search engine results or social media, but have left after reading a couple of articles.

Bottom of the funnel : people that keep returning to your blog for more insight, they trust your brand and are more likely to make a purchase in the future or share your content on Facebook.

Landing page visitors: prospects that have landed on specific landing page are interested in that particular products or features. You have gained another contact to nurture.

Shopping cart abandoners: people who almost bought from you and need that extra nudge to complete their purchase.

Repeat customers: great customers that delight in your product or service, they are your brand advocates.

3. Facebook Ad + Adwords = A Power Combo

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPIt is a myth that we have to choose between the two and its a battle of which works better. We found that to be very untrue, because they can both work as a powerful combination. Maybe you’ve traditionally run PPC campaigns with AdWords, and you are doubtful how Facebook Ads can compare. Or maybe you’ve tried running Facebook Ads but never managed to yield any profitable results, hence have gotten pretty resistant to the idea of how Facebook advertising has rapid progressed and evolved in just these past few years. Regardless, it’s helpful to know the key differences between Google and Facebook Ads so you can leverage each platform to get the best results for your business. With digital marketing, we should be combining multiple campaigns and channels that all lead to the same conversion funnel. 

Facebook Ads: Paid Social

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPFacebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social networks. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many business’ digital advertising strategies. Although advertising on Facebook can be thought of as similar to AdWords, in that advertisers using both platforms are essentially promoting their business via the Internet, this is where the similarities end. Unlike paid search, which helps businesses find new customers via keywords, paid social helps users find businesses based on the things they’re interested in and the ways in which they behave online. When it comes to the primary difference between Google AdWords and Facebook Ads, you can think of it this way: AdWords helps you find new customers, while Facebook helps new customers find you. (Wordstream, 2017)
Read full article on "Facebook Vs Google"

Here’s a quick summary of the differences by Joe Putnam, Vp of Marketing at iSpionage between these two powerful advertising platforms:

  1. Google ads are great for reaching customers at the point when they are showing a high buying intent or to advertise content at a point when they’re conducting research. You’ll probably pay a bit more per click, but you know exactly what’s going through the searcher’s head whenever they see your ad.
  2. Facebook Ads offer powerful targeting capabilities and allow you to reach people who don’t even know your product exists which means they’re not searching for your solution or brand. This is great for generating more awareness, interest, and desire for your product. And last but not least, Facebook offers access to a very large audience at a very competitive price, and they’re retargeting option gives you even more control over who sees your ads and in at least some cases have been outperforming Google retargeting campaigns.

4. Facebook Ads + Content Marketing

How do you promote your current content pieces using Facebook Ads? We breakdown some ways you can apply to boost the results of your content marketing efforts through Facebook Ads cost effectively.

Use Facebook Ads to promote to:

  • your facebook fans- they are your biggest brand advocates
    5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPfans of related pages & competitors
  • lookalike audiences
  • traffic that have previously visited your blog or website but have yet to take any action
  • your current, existing customers
  • industry insiders and influencers that can help reshare the content

Ad formats

Facebook offers a variety of creative ad options you can select. Here’s a rundown of which option to select based on your campaign goals and the audience you’re trying to reach:

  • Carousel ads: this ad offers up to five clickable cards per ad, providing the opportunity to play with imagery, copy links and calls to action. The best part is that you can select the option to automatically put the best-performing images first.
  • Single image: Single-image ads are simple, straightforward and get results. They are also a fast way to draw attention and require little production.
  • Single video: 47% of a Facebook video’s value is delivered in the first three seconds, so you have to make an impression fast to hold a viewer’s attention. Also, 85% of videos are watched without sound, so focus on telling your story through compelling visuals.
  • Slideshow: This ad option allows you to use stock images, sound and text, and it is a great way to produce a video without equipment or editing experience. Slideshows also require less cellular data to play, which makes them a good choice if you’re targeting users in areas with slower wireless connections.
  • Canvas: These mobile-optimized ads are immersive and interactive, and they expand to the entire mobile screen when clicked on. If you have the design resources, here’s your chance to truly make your brand stand out on mobile. (Adweek, 2017)

5. Use Conversion Tracking To See Results Of Ads

5 Powerful Facebook Ad Targeting Strategies SMEs Should Pick Up On ASAPFacebook pixel is a small piece of JavaScript code that you copy and paste into key pages along your conversion funnel. Install this code and verify it works. You must have access to your web page's source code and be familiar with making changes to this source code. If not, send these instructions to your webmaster.

With Facebook pixel on all of key pages of your website (such as checkout pages, add-to-cart pages, or registration pages), see how many people take action on your ads and which Facebook Ad led to a conversion. Conversion Tracking enables you to use optimized cost per impressions (oCPM) and show ads to people who are more likely to convert at the most efficient bid possible. (Facebook, 2017)

Read more on how to measure conversions of your Facebook Ads accurately here:
Measure Your Ads- Facebook
Track Conversions With The Facebook Pixel

 

Conclusion

Facebook advertising is a powerful tool in this modern day used to pull your audiences through your sales funnel all the way to a successful sales conversion. That would guarantee a great increase in ROI. However, like every other digital marketing strategy, if it’s not used correctly, you’ll find yourself spending thousands of dollars on a white elephant.

We hope with the use of these 5 distinct and specialised Facebook Ad strategies, you will be able to take your business to its next profit level with an extremely low, cost-saving budget!

 

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