It all starts with a concept. That amazing idea that pops into your head at 4 AM that you know will go down as the best Facebook advertisement in history. The graphic is made, the message is perfected, but one thing is missing–who the heck is going to see this ad? Where do you even begin when there are 7.5 billion people in the world?
Don’t worry, PCG is here to help. By incorporating these four points into your Facebook strategy, you can guarantee your ads will be put in front of the right people.
When building your social media strategy, it is important to start by targeting a broad audience. This will put your ads in front of as many potential qualified shoppers as possible. Start with the area you wish to target. Do you want to highlight an area by mile radius? Or do you have specific zip codes you want to focus on? Don’t forget to include relevant interests to this audience. For example, if you are creating an ad for a Toyota dealer, make sure to include interests such as Toyota Corolla, Toyota Camry, and even some of the brand’s competitors.
After you create a broad audience for your ad, you are going to want to go back into your ad set and create a custom audience. This is going to be a more refined, smaller audience, however, important nonetheless. One of the best ways to create a custom audience is to dig into the dealer’s Facebook Pixel. The pixel allows you to to target users who have visited the dealers site within the last 30, 60, or 90 days, and also users who have visited specific URLS on the dealership’s website. Creating custom audiences this way is great for retargeting potential qualified shoppers and getting your ads in front of them. Win win, right?
Just when you think you’re targeting everyone who should be targeted, Facebook gives you yet another option to expand your audience. When pulling your custom audiences while creating an ad set, you are able to create a look-alike audience of that custom audience. This simply means Facebook generates an audience who has similar traits to your custom audience. Facebook users with similar locations, ages, genders, and interests to your chosen custom audience will be generated to create a new audience.
PRO TIP: Don’t forget to add your dealer’s location to this custom look-alike audience. You don’t want to target the entire country!
When creating audiences for Facebook ads, it’s important to remember to utilize your dealer’s CRMs. Creating custom audiences with CRMs allows you to retarget potential qualified shoppers who have already been to the dealership. For example, if you have a CRM of everyone who has purchased a vehicle in the last four years, you can use that CRM to create a targeted audience for a service ad. Be open with your dealer and be sure to tell them about the benefit of using custom audiences made from CRMs!
When your next groundbreaking 4 AM idea hits, remember these four tips when creating your ad and its audiences, and you’ll be sure to target the right people at the right time.