5 Ways to Make Facebook Ads Work

Facebook ad targeting offers businesses many ways to serve the right ad to the right user at the right time. Facebook advertising spend is growing at massive rates all around the world. This is happening as more advertisers are finding great results and moving more of their advertising budget to Facebook and Instagram. A major influencer behind those results are the constantly improving, more engaging and immersive ad formats that drive higher click-through  and conversion rates across the platforms’ 1.8 billion active users.


#1: Target to a Custom Audience

Before you start building your audience using Facebook's ad targeting options, you should have an idea of how many people you want to reach and what you want to achieve with your ads.

By targeting your ad to a specific group of people, you'll be able to personalize your text and images to appeal to your audience. By targeting your ad to a broad audience, you'll be able to build brand awareness and create buzz around your business.

However, If your audience is too small, you may find your ad doesn't perform as well as you want it to. If your audience is too big, you may find you're not getting the number of impressions you'd like.

People in your target audience are eligible to see your ad, but your budget influences how many will see it. If your budget's too low and your audience is too big, your ads may be outperformed by advertisers targeting a similar audience with a larger budget.

#2: Reach People Similar to People Who Have Converted on an Ad

You can create “lookalike” audiences from email lists you’ve uploaded and website visitors, but you can also create a lookalike audience of people who have already converted on your ads.

Go to the Audiences section of the Facebook Ads Manager and select “Lookalike Audience” from the Create Audience drop-down menu. Then, select the conversion pixel as the source.

Now, Facebook will put together a list of people who are similar to people who have already converted on your specific desired action. You can use that custom audience in your targeting area and add keywords to refine the audience further.

#3: Target People Who Are College-Educated, Males, Homeowners , etc.

Facebook works with third-party partners such as Acxiom, Datalogix and Epsilon to tap into more targeting options with Facebook users. With this information, you can target by education level, income level, home ownership, life events, buying habits and more.

Facebook doesn’t technically “know” this information about each user, and users haven’t shared it with Facebook specifically. That data has been matched anonymously, so all you know is the size of the audience.

#4: Show Ads to People on a Mobile Phone Within 10 Miles of Your Location

There are a couple of ways to target people who are nearby. The first way is to use a local awareness ad, which is available in the Facebook Ads Manager. You can specifically target people who are in your area and on their phones, whether they live in your area or are just passing through.

The other way to target people on their phones near your location is to enter the address of your location and make sure you have the mobile news feed enabled (which is the default setting). You can get even more specific in Power Editor by targeting only the people who are traveling through your area.

#5: Focus on People in Your Target Demographic and Online at Certain Times

Is your audience online only at night? Or at certain hours? You can specify which hours of the day your ads run (no matter which time zone) when you select Lifetime Budget in the Ad Set area. This is available either in Power Editor or in the Ads Manager.

When the right ad is placed in front of the right person on social media, businesses see big results. It’s extremely important for that ad to connect to the proper landing page that converts those prospects into leads, and a marketing automation program to turn leads into sales (that’s where Revzi comes in). However, understanding your target audience and where to target them within Facebook’s intricate ad platform is the best way to get started on the right foot.