It takes a lot of effort to put together a successful campaign on Facebook for your ecommerce business.
It’s entirely possible that you’ve set up everything correctly from a technical standpoint and still fail to drive profit.
This is because killer ad copy, great lead magnets, professional graphics, and well-crafted landing pages count for NOTHING unless you choose the RIGHT Facebook audience.
Spending time and effort on audience research will yield more results than almost anything else when it comes to Facebook ads.
Why is Facebook audience targeting so important then?
It comes down to the sheer amount of data Facebook has available for advertisers.
Do you know what products your customers already like and buy? Where they live? Their gender and age? What language(s) they speak?
If you don’t, you are really missing crucial information that could help your ads perform better!
Today, you have more information about your customers at your fingertips than at any other time in history.
I have gathered together my favorite strategies for targeted Facebook ads to help you make the most of this treasure trove of audience data. Enjoy!
6 Powerful Strategies For Targeting Facebook Ads
These 6 strategies are my go-to’s when it comes to targeting ads for ecommerce companies.
You will be surprised at just how easy (and cost-effective) gathering the most valuable audience data really is.
There are almost no barriers to getting started and you should be able to begin implementing some of these strategies immediately.
1. Audience Insights is THE Place to Start
If you run an ecommerce company and already run some Facebook ads, then you have access to Facebook Audience Insights, which gives you aggregated information about two distinct categories of people:
- Those connected to you/your page.
- People on Facebook in general.
Your very first step in gathering information about your audience is logging in to Audience Insights and fine-tuning your audience.
The goal is to niche down and find the characteristics that match your target customer exactly.
Once you are clear about the type of person who is your ideal customer, note down every detail about this core demographic. You will want to keep a list which includes:
- Behavioral trends
- Interests and engagements
- Geographic location
- Demographic data
Now that you have a clear picture of your ideal customer, you can begin the task of figuring out how to best appeal to them with your Facebook Ads.
2. Find Key Questions and Pain Points With Quora
With your target audience now a bit more ‘fleshed out’ you can begin looking at understanding their questions and pain points.
The best way to do this is to get it straight from the horse’s mouth and a great resource for this is Quora. All of the questions and answers posted on Quora are user-generated and provide valuable insight into what is going through the minds of your target audience.
Find the questions directly related to your business and keep a record of them. Also, find the most highly rated answers and link to them.
Now you know which questions come up frequently and the most well-received advice.
This is the perfect fuel for your Facebook ads ‘machine’. It further helps you with targeting and also helps you refine the messaging in your sales copy.
3. Keep an Eye on the Competition With Spyfu
You don’t want to spend all of your time looking at the competition, but taking a little peek at the other side can be well worth it.
Spyfu is a great (free) tool that will give you valuable information about your competitors on Google Search and provides you with a range of topics and keywords you could potentially target.
This is not strictly related to running Facebook ads but CAN give you useful data points for understanding your competitors targeting behavior.
After all, what they are targeting on Google is likely to be similar to what they have on Facebook.
4. Check Out Competing Ads in the Facebook Ads Library
Another way to get some free ideas from other ecommerce companies is to take a browse through the Facebook Ads Library.
This is a repository of all the ads run on the platform and lets you see exactly what the competition is putting out there to attract customers.
Getting new ideas about how to appeal to your customer base is invaluable and the easiest way to do better than the other businesses in your space is to see what they are doing and beat them!
5. Check Out Your Competitors Website
You can also use the work and research other businesses have done by visiting the websites of other competing products or services.
Pay particular note to the verbiage they are using, especially if they are an established and successful company. In this case, it is highly likely that their messaging is effective and you can gain valuable ideas.
You should also pay particular attention to their offers.
Doing this gives you a solid understanding of what your ideal customer is looking for and lets you pitch your offer to be better value and more appealing.
6. Use Quizzes to Fill Any Gaps
If after all this you still have questions about your Facebook audience, you will have to go straight to the source with a quiz or survey!
Start running a small amount of your traffic to a quiz, asking those difficult questions you haven’t found answers to elsewhere.
It can sometimes be hard to get responses to a quiz, so don’t be afraid to incentivize responses. Offer some of your products, coupons, or discounts in return for responses. Consider this a great marketing investment.
A great side effect of running a giveaway or promotion is that it can also help to grow your Facebook audience and compound the results you are looking for.
Of all the data you gather, this is going to be the most valuable, because it comes straight from the source.
The Most Important Thing is to Get Started
Although the task of conducting in-depth research can be tedious, the most important thing to do is get started.
Beginning with the suggested resources above will get you a good start and along the way, you will discover additional interesting internet rabbit holes to explore for data you can use to target your Facebook ads.
The best thing is the vast majority of customer information is FREE as long as you put in the effort to find it.
Invest your time into understanding your Facebook audience better and you can have a real impact on your marketing efforts, so get to it!