Facebook is an ultimate platform to raise your business. It helps to keep engage your target audience. But it is very important to reach to correct audience. If you did not reach to right customers, you can not keep them engaged. Right audience is really very impacted full of your business.

Today we’ll learn target and reach the right audience for your business.

We will cover:

Defining Your Target Audience

Before defining your target audience, you must have to know who is your audience.

Who is Audience?

Audience is a group of customers and potential customers you want to reach to drive sales for your business.

All customers are not same in nature. Each audience has its different characteristics. On the basis of different interest/characteristics, you can divide your audience into different groups. This is called Audience Segmentation.

Audience Segmentation helps you to send the right message to the group of right audience. This segment can be on basis of people with same interest and preferences or member, account holder, page fans or website visitors, customers who have already purchased. For each of the segment, you can send a specific message which is most relevant to them. Right audience, right message, and right time make an ad more effective.

Let’s have an example of Cupcake shop. It is an offline store. Now they want to reach out to different segments of their overall audience. What questions they will ask themselves:

  • Which different groups to target?
  • How old are they?
  • Where do they live?
  • What do they like?
  • What are their interests?

The target audience segment can be done on the basis of two types:

  • People who are living within 5 km and making a hangout on weekends for a local treat
  • People who are looking for good cupcakes for a special event like birthday, anniversary, party or other.

This Cupcake shop can have 3 different types of audience segment:

  • Teenager girl
  • Working Lady
  • Mom at home

Each audience segment can have different interests and behavior and message

  • Teenager girl can like shopping, coffee, and cafes, school going girl
  • Working lady can be event manager, fitness freak, love to writing stories
  • Mom at home can be love to surf on mobile, Traveling, and home business

Facebook can help to target each segment with right message:

  • Teenager Girl – Looking for a new cafe to hang out with friends
  • Working Lady – Large orders for an event
  • Mom at Home – A nearby bakery for an evening tea

Reach all the segment with a tailored message using Facebook campaign structure.

Facebook Campaign Structure

For a Cupcake shop example, they choose “Store Visits” as their business objective. One ad set can be an audience similar to a teenager girl, working women, and mom at home. Each ad can be on the basis of location, interest, age, gender, behavior and more.

Facebook ads help you to target audience that is extremely accurate. Targeting audience with other advertisement platform is 65% accurate while Facebook is more precise about 85% of accuracy. It helps you to reach right type of audience.

Facebook target audience options are very diverse:

  • Core Audience – Most Relevant Audience
  • Custom Audience – Existing Audience
  • Lookalike Audience – Similar to Existing Audience

Core Audience

It is the more sophisticated audience with the most accuracy. It is the most relevant audience for your brand or business.

How to Target Core Audience

You can target your core audience on the basis of following:

  • Demographics – Find people based on traits such as age, gender, relationship status, education, workplace, job titles and more.

    • Education – Level of Education, Field of Study
    • Home – Household Composition
    • Life Events – Anniversary, birthday
    • Relationship – Single, Married, Complicated
    • Work – Employers, Industries, Job Titles
  • Interests – Find people based on what they’re into, such as hobbies, favorite entertainment and more.
    • Fitness and Wellness – Dieting, Meditation, Running
    • Food and Drink – Restaurants, Baking, Indian Cuisine
    • Shopping and Fashion – Beauty, Clothing, Toys
    • Sports – Basketball, Football, Golf, Hockey
  • Behavior – Reach people based on their purchasing behaviors, device usage, and other activities.
    • Digital Activities – Gaming
    • Mobile Device Users – Operating System, Brand
    • Travel – Frequent Traveler, International Traveler
  • Location – Reach people in areas where you want to do business
    • Countries
    • Region
  • Connections – Reach people who are connected to your Facebook Page, app or event, or exclude them to find new audiences.
    • Facebook Page – People who like page
    • Apps – Friends of people  who have used your app
    • Events – Exclude people who have already responded to your event

 Let’s have an example of a CupCake shop. There can be 3 different segments, you want to target.

  • Walk-In Tourist
    • Location – All
    • Age – 14-65+
    • Gender – M/F
    • Demographics – Education, Relationship, Work
    • Interest – Family & Relationship, Food & Drink
    • Behavior – Anniversary, Travel
    • Connection – Friends of People who like your page, Exclude people who like your page
  • Place large seasonal orders
    • Location – Delhi
    • Age – 14-65+
    • Gender – M/F
    • Demographics – Life Events
    • Interest – Discount Shops, Entertainment
    • Behavior – Anniversary, a Mobile Device User
    • Connection – Friends of People who like your page, Exclude people who like your page
  • Visit stores on weekends
    • Location – Delhi
    • Age – 14-65+
    • Gender – M/F
    • Demographics – Education, Home, Life Event, Parents, Work
    • Interest – Entertainment, Family & Relationship, Food & Drink
    • Behavior – Anniversary,  a Mobile device user
    • Connection – Friends of People who like your page, Exclude people who like your page

Pro Tips:

  • You are narrowing your target  audience while refining your reaches
  • The more targeting options you add, the more specific and small your reach becomes
  • Your audience definition not only change your reach but also your budget

Custom Audience

It is about our existing audience and prospects on Facebook. The custom audience is the people who have interacted with you in past.

Custom Target AudienceYou have the CRM data (Name, Location, Email, Contact no, more) of your audience. You will give this data to Facebook. Once you upload this to Facebook, Facebook will match specific characteristics to an audience and find the same people for you. So that you can reach out to them via Facebook ads.

How to Create Custome Audience:

  • Target any group of people based on your own data
  • Create audience sets for different  campaigns and objectives
  • Each audience can also have additional specific attributes like location, age
  • Each audience can receive their own set of ads, relevant to them

You can use different sources to create custom audience:

Create Custom Audience

  • Customer file – Database of existing customers and prospects
  • Website traffic – People who have visited your website
  • App activity – Users who already installed your app
  • Engagement – A list of people who are engaged with your content on Facebook or Instagram
  • Offline activity – Audience who have interacted with your business in store by phone or other offline channels

Let’s have an example of Cilory case study. How will this business use custom audience? The objective of a brand is to find new customers, target the right people and drive repeat business while minimizing cost per acquisition.

So they create a custom audience of the previous customer and used this data to retarget the group of existing customers with sales offers in an effort to drive repeat business.

The results were 40% lower cost per acquisition and 25% increase in repeat orders.

Lookalike Audience

It helps you to expand your campaign to the audience which is similar to your existing audience. Lookalike audience is to find new customers or people who look like your existing people or prospects.

Lookalike AudienceWhen you create the custom audience, Facebook analysis these custom audience. Each of the custom audience you create, Facebook analysis these data and find common terms like their demographics, location, interest, behavior and more. Through artificial intelligence and machine learning language, it finds other people who share similar qualities.

Facebook analysis your custom audience and customers, find common characteristics and search more people who have similar qualities. It is an extremely powerful targeted method to reach out to more and more people who are similar to your existing audience.

How to Lookalike Audience Work

As we know Facebook expand our audience through artificial intelligence. For example, your existing audience is the parents of 3-8 old kids. You will upload the data of your existing audience. Facebook will track on the basis of website visits, app activity or post engagement. It will automatically find the same people who are the parent of 3-8 years old kids.

Facebook is not helping your business to reach out to the larger audience that exhibits similar characteristics as your custom audience.

Placements

It is to choose the network and position of your ad to be displayed.  Facebook offers a wide variety of ad placement.

Ad Placement

  • News Feed / Right Column
  • Instagram Mobile
  • Audience Network

In ads manager after choosing your audience, ad placement section will appear. There are two types of placements:

  • Automatic Placement
  • Edit Placement

Facebook Ad Placement

The places where you run your ads are called “placements”. 

When you create your ad, you have an option to tell Facebook where you want to place your ad. You create an ad for the objective you want to fulfill. These are the placements available to you:

  • Facebook
  • Instagram
  • Audience Network

Facebook

  • Feeds: Your ads appear on the desktop news feed, or laptop news feed, or mobile news feed for the people who are accessing Facebook.
  • Groups: You can choose groups to display your ad.
  • Right Column: Your ads appear in the right-side columns across Facebook. Right column ads appear on desktop or laptop news feed.
  • Instant Article: Your ad will appear in the instant article on Facebook. It will appear for mobile users only.
  • In-Stream Video: This is a video form of your ad. It will appear as a short video in Live videos and uploaded videos as well.

Instagram

  • Feeds: Your add appear on the desktop and mobile using people who are accessing Facebook from these devices.
  • Stories: Your ads can appear in people’s stories on Instagram. Ads in stories will appear only when people browse stories on Instagram.

Messanger

  • Sponsered Message: Your ad will appear as a message that is sent to people who have a conversation with you in past.

Audience Network

Your ads will appear on third party websites which are affiliated with Facebook. Image and video ads can appear in the formats banner, interstitial and native.

Budget and Schedule

It is to set the scope and limitation of your ad.

The best part about a Facebook ad is that you can always control how much you spend. You will set your budget and Facebook will spend it. For example, you set 500 rupees and Facebook will ensure that amount should not be exceeded.

Faceboook Ad Budget and Schedule

You can choose two types of a budget:

  • Daily Budget
  • Lifetime Budget

Daily budget is the amount that you set as the spending limit on a specific ad set per day.

Lifetime budget lets you set an amount to spend the lifetime or duration that the ad set is shown to your audience. For example, you want to run your ad from 20 March to 25 April and set 20000 rupees. It is called lifetime budget of your ad.

You can also decide start and stop date for your ad. Facebook allows you to set time for your ad.

Facebook Ad Scheduling

You can also schedule your ad for a specific day and time. It is very helpful to reach your ad when your audience is most active.

How are you Charged for the Ads?

Ads are charged for your ads in 2 ways:

  • CPM – Cost per 1000 Impression
  • CPC – Cost per Click

CPM – Cost Per 1000 Impression

It refers to cost per 1000 times an ad is served an viewed to your audience. It is also called Cost Per Mille. M is the Roman numeral for 1000.

CPC – Cost Per Click

In this, an amount is charged when a user clicks on your ad. You only pay when someone views your ad and click on it.

How do You Know What you will be Charged?

It depends on our objective. For example, if your Facebook Campaign objective is  Brand Awareness then you will be charged on CPM basis; because Facebook ensures that most people relevant to your ad can see your ad.

Conclusion:

  • Identify and segment your target audience
  • Reach and target your audience with precision
  • Leverage your existing customers

What do you think, how can we improve our target audience. Let me hear your thoughts in the comments below!

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