How Facebook can help you target your perfect audience

As social media becomes more and more prominent in our daily lives, it's hard to imagine what we did without it. Little over a decade ago, celebrities couldn't break their careers with 140-characters on Twitter. We took photos of actual human beings without turning them into animated dogs. Our lives weren't perfectly summed up in perfectly formed squares on an Instagram feed. I know, I know, it's difficult to remember the dark ages. But one of the most difficult things to do is to think about how much more difficult it was for marketeers to collate data.

With 1.49 billion members worldwide and 22 billion ad clicks per year, Facebook is providing businesses with the largest advertising opportunity since search.Over 13 years since its conception, Facebook has revolutionised the way in which we use data. It's given us the power to truly tailor adverts to a niche audience in order to guarantee the best ROI. Here are just a few ways in which Facebook targeting could transform your digital strategy. 

Seeing the wood for the trees

Facebook advertising really lets you hone in on an audience. You can specify exactly who you want to target, right down to the very last detail. From automotive purchases to travel habits, it seems like Facebook knows people better than they know themselves! It's actually scary just how precise you can be in targeting your audience. Yet, it's a great way to ensure that your carefully crafted ads are being shown to the most relevant users. Thus, ensuring you're getting the right type of users onto your website. It's about quality, rather than quantity. 

Finding out what works for your business

Advertising involves a certain degree of trial and error. You need to know what works for your business and what doesn't. Ideally, you don't want to be wasting budget on the things that don't work! With Facebook's Power Editor, you can split test your ads to different custom audiences based on factors such as location and age. What's better, you can do all of this within a single campaign! This data will allow you to see which creative approach works best for different demographics, which is ever so slightly beneficial when it comes to thinking about your next marketing strategy.

Staying at the forefront of your customers' minds

Facebook remarketing works in a similar way to Google AdWords remarketing, but rather than showing your ads across websites within the Display Network, your ads are shown on Facebook, Instagram and Facebook’s partnered mobile apps and websites. The concept is pretty much the same: someone visits your site or interacts with your brand, they’re tagged with a code which is then implemented to track them. After this, whenever they’re scrolling through their Facebook feeds, your ad will pop up to remind them just what they’re missing! It’s a great way to get those that have left your website without converting or enquiring back to your website.

Measuring your results

As well as finding the right audience, Facebook also allows you to effectively track the actions of these users so you can see what they've done after viewing your ads. By adding a Facebook pixel to your website pages, you can see how many conversions you have as a direct result of people viewing your Facebook Ads.

Whilst Facebook advertising is a great tool, it's still important that you get the right mix of targeting, ad creative and content in order to get the best results.

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