“According to my research…”
Putting the right ad in front of the right group of people creates the greatest chance for a successful campaign. For example, if a Facebook marketer is selling mountain biking gear they would want mountain biking enthusiasts to see their ads. If a developer was selling software that’s only compatible with iOS, they would want to target Apple users as opposed to Android users.
A resourceful Facebook marketer tailors their ads to a particular audience that they are targeting, and highlights the benefits for their customers. Customers will be more apt to click on an advertisement if they see a part of themselves within that ad. Understanding a relative target market segment is the key to engaging your customer’s passions and interests. Facebook has made this task easier than ever with Facebook Audience Insights.
What is Facebook Audience Insights?
Audience Insights is a powerful research tool integrated within Facebook for Business. A marketer should still do their own research, but Facebook for Business is a helpful tool that allows an advertiser to learn more about their target audience, and in turn create relevant content.
Audience Insights provides useful demographic information, lifestyle and interest-based data, as well as purchase information about a subset of Facebook users. The demographic information can be used to determine age and gender, relationship status, and even job professions of a targeted group. This research allows the marketer to view a large spectrum of characteristics about an audience that they may have been previously looked over or never considered relevant to the design of their Facebook ads.
When selling products and/or services on Facebook, having access to purchase behaviors and trends within a customer pool is truly a game changer. Online purchase habits are a great indication as to how a target market spends their money. This can be used strategically to determine which industry people are most likely to make a purchase in.
The Road to Gold
When first clicking on Audience Insights, you will be prompted to choose an audience in which you would like to start researching. You can choose from people connected to your page, a custom audience built from an existing customer list, or everyone on Facebook.
The best way to think about it is a funnel. In essence, you start with a large pool of users and then continue to narrow them down by location, gender, age and interests. What comes out of the bottom of the funnel is a highly targeted customer list full of valuable data.
For example, in this session, we are researching men between the ages of 20 and 35, that live in the state of Utah who are show interest in snowboarding.
Once these parameters are put into place, you can begin the research process by exploring the tabs at the top of the page.
You will find useful graphs and comparisons to gather a tremendous amount of information about your customer base. For instance when glancing at this particular User tab, you will see that 57% of the users are using a mobile device. This is vital information for creating ads, and even a website as they both should be optimized for mobile.
Finding a way to tailor your Facebook ads to take advantage of this newfound information in creative ways is the key to winning Gold and setting yourself apart from the competition.
The Closing Ceremony
Even though researching customer segments may not be as fun as watching your country compete on the world’s stage, creating meaningful and engaging Facebook ads will take your business to the next level. It is important to understand who your customers really are – passions, interests, hobbies, etc. before you can create content that speaks to them. It is a known fact that people are more receptive to advertisements they can relate to. Taking hold of Facebook’s valuable tools will help in the researching of target markets and drive the creation of relevant and engaging ads.
If it’s all a bit overwhelming, feel free to reach out to us at Command Partners. We would love to take your business or crowdfunding idea to the next level. Contact us for a quote today!