In Jon Loomer’s Social Media Marketing World presentation, he demonstrated how he was running Facebook ads based on individuals who viewed his specially created site for SMMW. Naturally, he was leveraging the Facebook Pixel.
Loomer pointed out that the primary reason ads don’t work is that they are targeting the wrong audience. You need to target the right people at the right time for Facebook advertising to work. People who have engaged with you are more likely take other actions such as clicking, opting-in, purchasing, etc. Warm audiences are better than cold audiences. Your goal is to warm them up. Loomer shared his article, Facebook Ads Guide: 55 Custom Audiences to Target People Ready to Act. I am now confident I will start seeing Facebook ads from Loomer 😉
Two Groups of Warm Audiences
Loomer shared that there are two groups of warm audiences: People who generally engage with your content and people who engage with specific content. The general audience is a larger audience. The key to discovering many of these audiences is having the Facebook pixel loaded on your site.
Advanced Facebook Advertising Techniques
#1 – General Audiences – The Facebook ads to use are best for the top or middle of your funnel. Here are different audiences to target in this group:
- Facebook page engagement – Anyone who engaged with your page. If they did it once, there is a high probability they will do it again. You can set the duration to 365 days.
- All Website Visitors – You can create a custom audience around visitors to your website.
- Top 25% time on site Visitors – Your website audience can be further refined by creating an audience around your top 25% time spent on the site.
Here is content types for these audiences: Top of the funnel (blog posts and videos) and middle of the funnel (webinars, ebooks, registrations). #2 Specific Engagement Audiences These audiences are small and are looking at specific pages, videos, blog posts, or events. To use these types of audiences, your site needs to be generating a lot of traffic. Video views – This applies to Facebook videos on posts or ads. You can also target based on the amount of the video watched. Long they watch your video, the better the quality of the lead. You can also exclude people who have watched this video or a previous video if you want to present a series of videos. Here is an example:
Lead Form Ads – You can generate leads directly on Facebook without leaving the site. Audiences can be created around the engagement with the form such as opening the form, not submitting, and submitting. You can exclude people who registered through the form in retargeting or retarget people who did register. Specific Web Pages – You must be running the Facebook pixel code. You can then target individuals who visited a specific page or group of pages. You can also exclude people who read a post if you are boosting a page. Pages that you might want to target include thank you pages or specific categories of pages. Pixel Events – You can target specific events such as purchases, searching, page views, etc. I like that you can put Facebook ads in front of someone based on a search query. If they search for a specific word, you can target them.
Summary
Loomer recommends focusing on your warm audiences as you build ads. Start with top of the funnel advertising and guide visitors through the rest of your funnel. Search jonloomer.com for SMMW18 for more information. He has put together a collection of 50 videos showing how to build different audiences.
