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Five Ways To Separate Your Facebook Audiences So Your Ads Will Be More Effective

Published by Arleen on

Five Ways To Separate Your Facebook Audiences So Your Ads Will Be More Effective

#FacebookFebruary

Everybody tells you how you got to be advertising on Facebook, so you try it out and your results are less than spectacular.

The reason is that people on Facebook aren’t there to buy things. They’re there to interact with their friends. That means that when your ad shows up in their feed, it’s an intrusion.

The key to being successful on Facebook is understanding who your audience is and where they are in their relationship with you. Then when you put your ad, or content, in front of them, they’ll be more likely to take the action you’re hoping for. In other words, you need to be specific.

Separating your ad sets will help you determine what’s working, and what’s not. Here are the five ways you should separate your Facebook audiences so that your ads will be more effective.

1 – Separate by Area
If you’re like me running a web-based business, where anyone in the world is a prospective client, you might be tempted to run a blanket ad to everyone, everywhere. That’s fine if you’re running a generic branding campaign where you just want people to see your name and build trust. But if you want people to call you or purchase, you’ll want to separate your ads for different markets.

People in New York have different wants, needs, and desires than people in Minneapolis. It’s a different lifestyle and mindset. Personalize the ads by calling out the city (Hey, Minneapolis!) and reference some characteristics and language specific to the area. Don’t overdo it because you don’t want your ad to sound condescending, but you do want to demonstrate that you have some understanding of it.

This applies to local businesses as well. Do some research into your area and learn about the different neighborhoods and craft a message that each demographic can relate to.

2 – Separate the Sexes
Everybody has different reasons for why they want something – how they might use things. The reason? Men and women have different pain points, so you’ll want to speak to them differently.

What’s more, is women are more likely to take action, particularly when it comes to things around the house. So, if you’re in the home improvement area, try separating your ads out and see which performs better.

3 – Separate the Ages
Confused people don’t buy. Young people probably aren’t going to buy something that sounds like it’s for their grandmother, and visa-versa, so make sure your ad copy speaks the language of the intended age group.

4 – Separate the Interests
Targeting “small business owners” may seem broad but it doesn’t cover everything. Maybe the restaurant owner didn’t list that he’s a “small business owner” in his profile. The retail shop owner list herself in another category. And the online marketing specialist might show up as an entrepreneur.

It’s fine to target them all when you’re running a branding campaign, but if you’re seeking conversions, run your ads separately by interest with ad copy created specifically for that group. See which group performs the best and put more money towards that.

5 – Separate by Devices

Facebook allows you to specify what devices and platforms your ads will show on (ad placement) and in most cases you’re going to want to do that. Here’s a few reasons why.

  • What kind of user is prevalent on the placement? Instagram has a different purpose than Facebook. Facebook has a different purpose than Facebook Messenger. Facebook Messenger has a different purpose than Facebook Marketplace. Do you see what I’m getting at here? Understanding what people are doing in the various placements will help you create a message that makes sense at the moment they see it.
  • What action you want the user to take on your ad? Is that action going to be possible from the placement.
  • Your ad is going render differently in every placement. Facebook has gotten better at converting the ad graphics to look good in any placement, but for the optimal user experience, especially in Stories, you’ll want to design for the placement.

Of course, separating out your ad sets to run to different audiences can significantly run up your ad costs, so you want to do it smartly. Remember the 60/30/10 rule and utilize the data to get a better understanding of when and how to separate your audiences.

Always be mindful of who your audience is. Whatever service you’re providing, spend the time to learn who is most likely to purchase so you can dial in your targeting. I put together a worksheet that will help you get specific with your targeting to find more customers. You can download it here.

With a little research and planning, and a lot of testing, you can take your Facebook ads to the next level and bring more customers into your business.