Promoting products and services using social networks is something that favors any dissemination strategy. But while it is advisable to do so, targeting these ads to the right audience is more important, so we will cover targeting on Facebook Ads in this article.
Achieving optimal sales levels, publicizing a product, attracting the right audience to the content or increasing the conversion rate are some of the objectives of Digital Marketing and, in turn, provide an effective and fast ROI to be able to develop other and better trading strategies.
The segmentation in Facebook Ads allows the ads to specifically reach those users who have a profile similar or almost exact to that of the buyer person, which undoubtedly allows for better results. But what exactly is this? Here we will talk about it.
What is segmentation in Facebook Ads?
Facebook Ads is then the advertising platform of this social network, which makes it possible to create, manage and segment campaigns within its website in various formats, where it can also include advertising on Instagram and other platforms.
As in Google Adwords it is possible to control all the invested capital to initiate various actions, deep analysis of the ROI and, of course, the segmentation in Facebook Ads, which is the subject that concerns us.
The main attraction of this platform for marketing professionals is, in fact, the last one mentioned, segmentation, where the tool is especially useful and powerful.
Facebook has more than 1.3 billion active users and Facebook Ads allows reaching that portion of all users that adapts to the message they want to transmit, through the analysis of their profiles, consumption habits, lifestyle and others. data that we will address later in this article.
Thanks to the segmentation of Facebook Ads, for those who have become familiar and educated about the tool, it is very feasible to send out advertisements and advertisements, even long before the user shows a purchase intention.
What are the risks of not implementing it in campaigns?
A campaign that is directed indiscriminately towards the total population of users of the platform, in fact, can bring positive results for the campaign, but it is totally impractical and leads to the possibility of suffering some setbacks, such as:
Waste of investment
Since much of the advertising transmitted will not be directed towards users who may really be interested in the products and services, which will make them ignore the offer, even if they do not understand it due to language barriers.
Ignorance of the potential client
While taking an ad to the mass of Facebook users can get some conversions or sales, it will be very difficult to determine the profile of that potential customer who feels affinity with the product, due to the number of different profiles that are being impacted.
No close relationship is established with users
The segmentation in Facebook Ads allows you to start a relationship with potential consumers, to provide them with information, products and content. Without it, it would be very difficult to nurture that customer base to attract them to the products.
Can't get authority
Without the segmentation in Facebook Ads, it is impossible to recognize the needs of the buyer person and establish strategies to solve that problem and position itself as a benchmark within the sector.
In summary, it can be affirmed that without the segmentation in Facebook Ads in the campaigns, there are risks that attempt against the capital destined to the promotion of a product, brand, company or content.
In addition to missing the opportunities to meet the potential customers that the organization has based on what they offer to the market.
Now it is time to know the pros of this tool.
What advantages does segmentation in Facebook Ads bring?
Segmentation in Facebook Ads brings multiple benefits to campaigns, here are the main ones.
Potential
According to the Digital 2019 Global Digital Overview about 35% of users within Facebook (2,121 million), are impacted within the platform by ads. We are talking about more than 740 million people who become potential customers of the brands. Which provides endless opportunities.
This represents a range of possibilities to distribute content, advertise products or offer services of any kind, anywhere on the planet.
Choose the right place
With Facebook Ads segmentation it is possible to choose where the ads will be positioned. For example, on the timeline, sidebar, Facebook and Instagram stories, on Facebook Messenger, both on the desktop website and in the mobile version.
Scheduling
Show ads on the platform at specific times, even on only some days of the week.
Reaching the right audience
The segmentation in Facebook Ads makes it easy for any strategy to transmit the message it wants directly to potential consumers who adapt to the profile of their buyer persona. Something that increases the chances of conversion and sales exponentially.
Cost reduction
A campaign that fires in a massive way, will hardly have optimal results regarding the use of resources and speed of ROI.
Assertive ads allow you to use every penny in campaigns and strategies that will give better results, directly impacting those profiles that are similar to the offer.
In addition, there is total control of the investment and display the budget by day, month or campaign for the evaluation of the RIO and, the collection of the ads is executed when clicks, impressions, views or conversions are received.
Communication and approach
Allowing yourself to reach the right audience gives you the opportunity to establish a communication close to the consumer to specifically address your needs and problems.
In addition, understanding the target audience creates assertive and personalized shopping days to generate more sales.
Position yourself as a reference
Knowing your target audience in depth gives you the chance to offer them materials and products that are increasingly appropriate to their needs, which could lead the brand to become a benchmark in the industry.
How to launch well-segmented campaigns on the network?
Results depend on good targeting and ad creativity, here are some techniques to target your ads to the right audience:
1. Segment by geographic data
It is one of the most common and effective ways to transmit an advertising message or spread some information to people who are within a specific region.
Within the Facebook Ads segmentation tool in the "Places" section there are 4 options which are:
- All the people in this place: people who live or have recently visited this site. People who live in this place: Facebook will consider people who live in the region. People who were recently in this place: people who were recently in the area. People visiting this place: option that includes people who live more than 200 km but were recently there.
It is also possible to filter by countries, provinces or states, cities, postal code and addresses. In addition to excluding people who live in certain areas.
2. Segmentation by demographic data
The second way is to segment according to demographic data of the general public, initially in three different ways:
- age, sex and language.
However, Facebook Ads allows detailed segmentation within demographic data and new options such as:
- education level; income level; financial institution; important events such as birthdays, anniversaries, removals, commitments or friends; parents; romantic situation; work, position, company and sector.
Where in turn, in each option there are greater opportunities for segmentation. Making the campaign specifically targeted to a sector of the public.
3. Interest segmentation
A segmentation that is only possible if the buyer persona is known and defined. But if you have this information, you can show ads directly to people with interests related to the product or material.
Some of the data that can be chosen for this Facebook Ads segmentation technique are:
- favorite foods and beverages; shopping habits and fashion style; preferred sports and outdoor activities; entertainment activities; family and interpersonal relationships; fitness and personal well-being; business and industry; hobbies and leisure activities; preferred technologies.
All of these options contain more detailed segmentation information.
4. Segmentation by behaviors
Facebook takes into account the behavior of its users within the platform and outside it. Thanks to this it is possible to segment according to:
- digital activities and devices; cultural affinity and preferences; anniversaries; consumer classification; consumption habits; travel; among others.
conclusion
The segmentation of Facebook Ads is a master tool to spread ads directly to the target audience or buyer persona that the campaign deserves.
All of your options reduce the costs inherent in material and product disclosure, as well as accelerate ROI and leverage every penny to drive sales and conversions.
Companies increasingly trust this service and the opportunities it offers with the growing market for digital channels and, in turn, the popularity and user base that Facebook already has, which is, today, the largest social network and powerful in the world.
