How to Create a Facebook Ad Audience That Converts

Advertising on Facebook grants you complete control of which audience to target and the amount of money you spend on your ad campaign. That being said, using Facebook Ads is about advertising to your ideal customer at the right time with the right content. Read on to discover how to create a Facebook Ad Audience that converts.

When you advertise, you aim to reach your ideal customer in the most affordable way possible, right? Well, that applies to Facebook Ads, too. Just because Facebook has billions of active users, it doesn’t mean that you should advertise to all of them. Business owners who go down that path end up dramatically increasing their ad spend and a low return on investment.

Facebook Ad Audience

Most users don’t go around Facebook with the intent to buy something. Unlike in AdWords, the intent component isn’t present when it comes to Facebook users. Facebook started out as a platform for communities, people bound together by shared experiences, hobbies, and interests. Leveraging these things is key to creating a high-converting Facebook Ad audience.

Cold audiences, or anyone who isn’t interested in your products or services, won’t click on your ads, so when you create your Facebook Ad Audience, target the ads to people who are interested. Ready to dig in? Alright, let’s go!

The Ad Sequence Strategy

In this strategy, you release ads in a sequence and send your message to potential customers in a precise order, reaching all stages of the sales process.

For instance, the first ad can be about introductions. The next set of ads continues the story, explaining further to interested users. Your ads end up on the screens of your target demographic in a certain sequence.

Think of this strategy as a three-step process. First, you create an ad to maximize the engagements you get on your Facebook page. This ad will be about increasing awareness among cold audiences and setting the stage for the next ad that aims for conversions. The second ad, then, would be a lead ad that collects contact information from interested users. Finally, the third ad is for those your remarketing audience; users who interacted with your second ad but didn’t open your landing page or visited your website.

Ad sequencing is an important tactic that will help you reach the right audience. This tactic, complemented by your messaging and your timing is inseparable if you want to make successful ads that run on social media.

Building your High-Converting Facebook Ad Audience

Targeting everyone on Facebook with your ads is like throwing a rock in the sea. Not everyone on Facebook will see your ad as relevant to them. The first order of business when it comes to Facebook Advertising is to discover your audience. Here are six steps for you to follow:

Step 1: Goal Setting

Step one begins with setting ad campaign goals to develop a solid advertising plan. What you want consumers to do when they click on your advertising is your ad objective. When it comes to advertising goals, your objectives are likely to fall into one of three categories:

Awareness stage – Generate interest in your products or services. You explain how your business adds value. It’s also known as the top of the marketing funnel, and it’s where you introduce your company to increase brand recognition.

Consideration stage – Entice people to learn more about your business. You may develop ads to get visitors to visit your website and learn more about how your business operates.

Conversions stage – Motivate consumers to purchase your goods or avail of your services.

Step 2: Facebook Ad Audience Crafting

Create your target audience by explicitly defining a group or groups of potential clients or consumers. The aim is to narrow down your ideal audience to a limited number of people. It becomes easier to reduce wasted ad expenditure when you target the proper people and match your message accordingly.

The Facebook ads manager provides several ad placement and demographic settings. You may combine demographics and interests to create a highly targeted audience. You may apply all of Facebook’s demographic targeting options to present your content to precise, interest-based segments in your audience size.

Step 3: Content Creation

After you’ve carefully selected your target audience, it’s time to create content that will motivate them. You may tailor your message to where they are in the buyer’s journey.

Simply put, the buyer’s journey describes the steps consumers take before completing a purchase.  Similar to the ad sequence strategy, it consists of three steps: awareness, contemplation, and choice. When a buyer knows they have an issue, they are at the awareness stage. When buyers are in the contemplation stage, they are looking for answers to their difficulties. The final stage, the choice stage, is when a buyer finally decides on a solution.

Apply what you know about the ad sequence strategy here then you’re good to go.

Step 4: Facebook Custom Audience Building

A Facebook custom audience is a specific set of people who have already interacted with your content or have ties with your business (your warm audience). When advertising on Facebook, consider distinct client categories in your audience list while keeping the platform’s context in mind.

Every social network has its own manner of interacting with people and sharing material. You may establish a custom audience on Facebook based on your current data, such as website traffic, interaction, customer list, and demographics (gender, age range, job titles, and the like).

This information, called audience insights, help you better understand that audience of people.

Step 5: Run Ads for the Content You’ve Created until You’ve Reached 1000 Users in That Audience

Let’s say you’ve created a piece of content — a video that shows what your business has to offer. It’s already out there, targeted toward your perfect audience. Excellent! Now run that video until you have at least 1,000 individuals who have seen 95% of it.

This step can range from a single day to a week, a month, or three months, especially since it will take a while to reach relevant people. You absolutely need to run the ad until you reach 1,000 users in your audience, regardless of how long it takes.

Facebook prefers that you reach this number before you go to the last step.

Step 6: Create A 1% Lookalike of those 1,000 Users

Creating a Lookalike Audience on Facebook requires a source audience or a custom audience You’ve already built a custom audience of 1,000 individuals with that video. You’ll find common qualities, interests, and demographics of people who interacted with your video to generate a lookalike audience.

The goal is to find and serve your ads to those who resemble your custom audience or viewers. Remember, Facebook allows you to select the size of a Lookalike Audience. A larger audience may broaden your reach, smaller Facebook audiences are more closely aligned with your target demographic.

Ultimately, how you allocate your budget, as well as target your ads to the right users, will help you achieve your business goals from your Facebook ad spend: get high conversion rates and keep the sales funnel filled. With this new knowledge, it’s time to begin that advertising campaign!