What is your Facebook ads target?
Many companies rush to create Facebook ads without really thinking about their market segments. What they end up doing is targeting new unrelated audiences using a range of interests and behaviours which might relate to their products or services. They may all be valid interests and practices, but they may belong in different vertical markets or market segments.
The success you achieve with Facebook ads is substantially dependent on whether you have the right offers. Offers which create a desire to buy within your chosen market segment. People are not looking for just anything; they want suggestions which solve a problem they have. Create proposals which show how your product or service will solve their problem. By doing so, you will have gone most of the way towards winning another customer.
You not only want to provide the solution, but you want to make sales. You also need your Facebook ads to be so valuable to your potential customer that they do not care how much they have to pay to get it. When they become advocates, it is an additional bonus.
Success with any advertising does not just happen. Part of your preparation to create a profitable ad or an unbeatable offer is to know your ideal customer and your market segments.
If you are not sure about the psychology of your customer, then hire a researcher to generate reports. Knowing it can show you who your best audience might be and how to reach them. So, don’t stress over the graphic design and look of your Facebook ads. Instead, focus on creating the best content possible for your Facebook segments.
Reasons customers need psychological support and will call for your help
You should have some understanding of the underlying causes and the reasons why people are unable to solve their issues.
- Little knowledge of marketing strategy or business experience and skills
- No entrepreneurship, no vision of the possibilities
- Lack momentum, spending too much time on operational issues
- Customers know the words, but they do not see how to apply them
- Don’t know how to use new technologies and processes
- They have never done it before, and they need reassurance
- Fear of failure, and the digital marketing environment
- No access to good advisers and facilitators
- Outside the comfort zone, fear of the unknown
- Poor problem-solving and decision-making skills
- Inadequate information is available to them
- Lack of understanding of collaboration and working in teams
- Insufficient analysis, afraid of what they might find out
- Think it will cost too much instead of looking at Facebook ads as an investment.
Setting up Facebook ads for each market segment
Once you understand your segments, give each one its own campaign or ad set rather than grouping everyone together. This lets you write a message that speaks directly to the needs of that group and makes it far easier to see which audiences are responding. A single broad campaign tends to hide what is really working.
- Define each segment clearly, including the problem they want solved and where they are located
- Write an offer and headline that address that specific problem
- Choose images that the segment will recognise as relevant to them
- Send people to a landing page that continues the same message rather than your home page
- Set a modest budget for each segment while you learn what performs
Keeping the ad, the offer and the landing page closely aligned builds confidence. When people click and immediately see the answer they were promised, they are much more likely to take the next step.
Testing and refining your campaigns
Even well researched Facebook ads benefit from testing. Try two versions of a headline, image or offer with the same segment and let the results guide your decisions. Change one element at a time so you know exactly what made the difference.
Look beyond clicks when you review performance. Enquiries, sign ups and sales tell you far more about the value of a segment than how many people saw the ad. Over time you will build a clear picture of which segments are most profitable, and you can shift more of your budget towards them with confidence.
Mastering your Facebook ads strategy will put you in front of particular and often motivated segments of your target market.
