5 sharp targeting options on Facebook for high conversions

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If you are promoting a FMCG product like ketchup or toothpaste, you can easily reach your audience with broad based targeting. Demographics, interest and behaviour related selections will give you a large universe but most of them will be your target consumers. But what if you are selling to a niche audience that requires lot of filters? Until a few years back you did not have lot of options. You had to hit a large base of customers and then hope for high conversions. And the cost of acquisition was high. Not any more. So what are the narrow targeting options you have? Let's take a look.

AND intersection: Imagine you want to target people who like fast food. You may want to look at somebody who likes pizza, somebody who like burgers and somebody who likes sandwich. But going to somebody who likes either of the three is not as great as going to somebody who likes ALL three. A person who likes all three is a major fast food fan and is more likely to buy into your ad.

Facebook now has a new option called detailed targeting. It says 'include people who match at least one of the following' and 'must also match at least one of the following' and 'must all match atleast one of the following'. You can key in pizza, burger and sandwich in the three fields and you will have the biggest fast food lovers for your campaign.

Exclude misfits: And if you want to make sure that no traditional food or healthy food lovers are included in your selection. You can add that in the 'exclude people who match atleast one of the following' list.

Custom audience: If your restaurant runs a loyalty program, you can give a list of email ids to Facebook who will match it with their database. You will then be allowed to run a campaign exclusively for your existing patrons. People who love your restaurant for its ambience or food will definitely visit it if you announce a Christmas discount.

Lookalike audience: Just like you create a custom audience list, you can create a lookalike list. Facebook will take a deep look at your database and figure out common demographics, interests or behaviours. Based on the analysis you will be presented a lookalike list which closely resembles your customer base.

Remarketing: You can now follow your website visitors all the way to Facebook using this unique advertising option. All you have to do is install Facebook pixel on your website and then run ads on Facebook. Within a 30 days span if the same visitor logins to Facebook, he will be shown your ad and he is more likely to convert because he has already shown some interest in your product.

When you target sharply with options like these you know you will hit the bull's eye. In other words, it is no more a gamble. You get what you want and well within your means. High conversions are guaranteed if your product is a hero and you use the right filters.
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