Facebook Advertising’s Magic Word: Segmentation

The magic word is segmentation.

Segmentation is what makes Facebook’s ads worth investing in. It’s the ability to target very specialized customer personas based on age, gender, location, interests, and even include or exclude existing customers you’re marketing to outside of Facebook. The combination of segmentation with the tangible results in visibility (in the newsfeed) and actions (clicks), makes Facebook’s ads a much better investment than traditional marketing avenues.

If you’re brand new to Facebook’s advertising, start here.

When you’re ready, here are 3 quick tips that small businesses can use to make the most out of Facebook ads:

Know your personas.

Do your customer persona research to stay up-to-date on what your customers will be looking for, their interests, the other pages they are following, and the age or gender specifications that best define them. If you know your customer personas well enough, you’ll have a much better chance at creating a segmentation combo that helps stretch your marketing dollars further and produce higher results.

Also, when you fully understand your personas, you’ll be able to set realistic goals for your advertising campaigns. By building goals off of your personas, you’ll have a much better understanding of what your advertising wins should be.

Experiment with multiple forms of ad content.

Instead of investing all your ad dollars and energy into one marketing content, create multiple versions of that asset that can be run simultaneously. Run one version of the content that is just a text and image. Create a second version that is a video. Then, recreate the content in a way that utilizes the carousel ad option. After a week of running all three versions of the content simultaneously, review your ad insights to see which one is outperforming the rest. Reallocate your marketing dollars to the top performer and kill the other two.

Track web-traffic with Facebook pixel.

By installing Facebook pixel on your website, you’ll be able to connect clicks on your ad campaigns to actions taken on your website. If leads and sales are generated on your website from an ad, you’ll know about it. If customers fall through the cracks once they get to your website, you’ll know about that too.

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