How to Build the Perfect Facebook Advertising Audience in 7 Easy Steps
More than 6 million businesses worldwide use Facebook ads to get their messages across to potential customers. But not all of them understand how to make Facebook ads work for them.
Without the right Facebook ad audience, it’s nearly impossible to meet your ideal customer. If you want to get the most out of your Facebook ads, you need to learn how to target the right people at the right time with the right expectations.
Once you have this ideal audience, you can spend less on advertising, even if you reach more people and increase your ROI.
What is ad sequence and why it matters
Before we figure out how to create the perfect Facebook audience for your campaigns, let’s learn about ad funnels.
Following this strategy, we show ads in a specific sequence and show our message to people in a specific order – you go through all the stages of the sales journey.
For example, you can use the first ad to tell the beginning of a story (to warm them up), and use follow-up ads to tell your story. Your audience will see your ads in a predefined order.
Let’s say you’re creating a three-step ad strategy using ad funnels, for example.
In your first ad, you focus on attracting the right people without asking them for anything. This ad is intended to drive engagement and platform customization for a second ad that will focus on conversions or further warm-up.
Your second ad may be a lead generation ad designed to collect contact information. It will target those who interacted with your first ad and will be shown to people interested in your business.
The third ad is designed to retarget those who have interacted with your second ad but have not yet visited your landing page or website.
The point here is to understand how tactics such as ad sequencing can help you reach the right audience. When running social media campaigns, it’s important to understand how ad consistency, message consistency, and timing go hand in hand.
7 Steps to Create the Perfect Audience for Facebook Ads
The worst thing you can do on Facebook is target your ads to everyone. When you try to target everyone, you end up not targeting anyone.
If you’re ready to reach your business goals with Facebook ads, first find your audience. Here are seven steps to help you build the perfect Facebook ad audience:
Step 1. Define your goal
The first step involves some fundamental questions that need to be addressed in order to build a solid advertising strategy.
Ask yourself the following questions:
- What are you hoping to achieve with Facebook ads?
- What is your main goal?
- How can you serve people?
- What do you want people to do?
- Where do you want people to go?
- What actions should they take?
- What motivates a person to do what you need to do?
- What is the user’s ultimate goal?
The purpose of your ad is what you want people to do when they click on your ads. If you want to drive traffic to your site, your ad must direct people to your site.
Your advertising goals can most likely be divided into the following three main categories:
- Awareness: At this stage, your goal is to generate interest in your products or services. You tell people how your product benefits. It is also called the pinnacle of the marketing funnel, where you represent your business to build brand awareness.
- Consideration: You want to go beyond the awareness stage and get people to look for more information about your business. You can create ads to encourage people to visit your site to learn more about how your business is doing.
- Conversions: You want to get people to buy your product or subscribe to your services.
Campaign goals are constantly changing as they grow. Let’s say you’ve just started your coaching business. At this point, you may want people to know about your business. At a later stage, you can develop ads focused on attracting new customers.
Your goals can be anything from building subscribers to your podcast to increasing video views. When you define your business goals, the entire process makes it clear who your ideal people are.
Interesting to read: How to promote a brand profile on TikTok
Step 2: Build Your Facebook Advertising Audience
Your goal is not to reach all 2.7 billion active users, is it? Because when you try to reach a wider audience, you have to spend a lot of money.
It makes no sense to place your ads in the feeds of Facebook users that have nothing to do with your business. For example, if your product is for executives, you spend money targeting the unemployed.
This is where you shape your audience and clearly define the group or groups of your potential customers or customers. The goal is to reach a relatively small audience of your ideal people.
Build a Facebook ad audience of people who go through this process to be activated and warmed up to achieve your goals.
Do you want us to set everything up correctly for you? Our specialists have already set up hundreds of social media advertising campaigns for dozens of our clients. As part of integrated marketing, we solve even the most difficult promotion tasks and bring high-quality leads from social networks.
Many people find it difficult to determine the right size for their Facebook ad. If you are one of them, I want you to think about how many people you can really reach with your budget.
The average cost per 1,000 impressions (CPM) is roughly $ 10 and it usually takes seven touches to get someone to act.
This is called the Rule of Seven, which requires your ideal customers to see or hear your message at least seven times before they decide to do business with you. This means they need to be served or received from your content at least seven times.
Now let’s say your audience size is 20,000. If you have to show your ad to 20,000 users seven times, how much will it cost?
20,000 (audience size) x 7 (touches) = 140,000.140 × $ 10 (average CPM) = $ 1,400.
If you choose an audience of 200,000 people, 7 touches with each person will cost you $ 14,000 in total.
When you target the right people and align your message accordingly, it becomes easier to cut down on wasted ad spend.
Facebook offers many options for ad placement and demographics. You can overlap so much in demographics and interests until you create a super targeted audience of just a couple thousand people.
Use all available Facebook targeting options to deliver your content to specific segments based on interests.
Consider hyper-targeting to turn your audience into hot leads. When you have such a super targeted audience, your ad placement doesn’t really matter.
Take a look at this diagram:
This little circle in the middle is the ultimate goal. This small part defines how targeted and specific you want to make your audience on Facebook.
You want people to align their interests until you only have a small group of people left.
Be so specific about your audience’s details that you know they’ll love your content.
Build a super niche audience and feed them content over and over again until they become your frantic fans.
These are the people you want to find and display your ad.
Step 3. Create content
Once you’ve formed your audience, it’s time to create content and inspire these carefully targeted people.
As a content creator, you can personalize your message based on the buyer’s context or where they are on the buyer’s journey.
Related material: User journey map or customer journey map – what it is and how it can be useful for your business
The Buyer’s Journey is the process that people go through before making a purchase. It is a three-step process: awareness, consideration and decision.
- Awareness stage is when a customer realizes they have a problem.
- During the review phase, buyers seek solutions to their problems.
- And the last part, the decision stage is when the buyer finally chooses a solution.
You need to understand where your potential customers are in the buyer’s journey to get the right message across to the context.
Remember the ad sequence concept?
For example, if your potential customers are at the awareness stage, you can show them ads that highlight their problem.
Let’s say you’re using a video that’s between 60 seconds and about four minutes long.
This video should match your ideal audience they are in and shouldn’t be too brand specific.
Step 4. Create a Custom Facebook Audience
Facebook Individual Audience is a group of people who have already interacted with your content or have a relationship with your business.
Facebook allows you to create a custom audience based on your existing data: website visitors, engagement, and customer list. Understanding your audience will further improve your understanding of that audience.
People who have watched your video are likely to be interested in your content.
To build a custom audience on Facebook, include everyone who watched 95% of your video, not those who just looked and moved on.
Remember, our goal here is to only identify users who would be your ideal customers. It’s not time to convince someone to buy it yet.
Step 5. Show ads for your post until you have 1000 people in that audience.
The next step is to launch ads for your post. Let’s say you’re promoting a post with a video. Keep doing this until you have at least 1000 people who have watched 95% of your video.
This step can last from one day to a week, a month, or three months.
Each person takes a different amount of time. But rest assured, it’s worth it.
No matter how long it takes you to achieve this goal, you run ads until your audience reaches 1000 people.
Facebook prefers that number before letting you move on to the next step. And once you have 1000 people, this process will start working like clockwork.
Facebook Ads Relevance Diagnostics encourages ad campaigns that target specific audiences. This is the metric the platform uses to determine how well your ads fit your target audience.
Higher Relevance Score means better CTR and lower cost per click.
Useful to read: How to “humanize” a business account for subscribers – effective business promotion in social networks
Step 6. Build 1% Lookalike Audience from this 1000 People
To create a Lookalike Audience on Facebook, you must have a Source Audience or a Custom Audience. Using our example above, you’ve already created a custom audience of 1000 people using this video of yours.
To create a similar audience, you define the general characteristics, interests, and demographics of the people who interacted with your video.
The goal here is to identify and serve your ad to those who are similar to your custom audience or video viewers.
Facebook allows you to choose the size of the Lookalike audience when you create your ad campaign. While a wider audience can increase your reach, a smaller audience exactly matches your original audience.
Note. You can select a range from 1% to 10% of the total population in your chosen target country.
Now that you’ve built a similar audience of 1,000 people who have the potential to be your best customers, it’s time to launch the next video in your sales funnel.
The great thing about this sequence is that you no longer speak to a cold audience. Rather, you focus your efforts on a warm audience. But the story doesn’t end there. You still need to reach your ultimate goal of converting your audience into loyal customers or customers.
Building the perfect Facebook audience will make it easy for you to reach those ideal prospects, and it’s now up to you how to turn these high-quality customers into your customers.
Step 7: repeat
You can repeat this entire process to reach new audiences and customers with ease.
Interesting to read: Dispelling myths: marketing gimmicks that customers are led to
Step 1: We’ve chosen the right advertising goals to determine what we really want to achieve with Facebook ads. If you’re an entrepreneur, you might be interested in building brand awareness. If you’re a business coach, you might be interested in selling your training programs or driving more traffic to your site. Likewise, an influencer may be looking to grow their social media followers.
Step 2. We used Facebook’s unique targeting options to narrow our audience based on their interests and demographics. This helped us figure out how to minimize ad spend by choosing the right people.
Step 3: We created a piece of content – in this case a video – and showed it to the audience we encountered in step two.
Step 4. We created a custom audience using the characteristics of the people who watched our video.
Step 5. We ran ads for this video to attract at least 1000 qualified viewers and move on to the next step.
Step 6: In the last step, we created 1 percent similar audiences out of this 1000 people.
Feel free to repeat this process until you’ve built your ideal Facebook audience.
You will learn to better target the right people by showing them the right message at the right time.
Getting the Facebook ROI you want is all about how you focus your budget and serve your ads to qualified, relevant people.
Whether you’re a business owner, influencer, or coach, use this post as a guide to expand your online reach and form your ideal Facebook audience.
Was this article helpful?
If you have questions, suggestions or wishes, write them in the comments to this article. And if you want to become our client, let our manager know – just write to the chat on the right.
Author: Exiterra Digital Agency