8 Powerful Targeting Strategies For Facebook Page Likes
When it comes to your company’s Facebook page, likes and quality content serves as the booster fuel to generate greater reach and exposure with your targeted audience. For every 1,000 people who have liked your Facebook page, your company’s updates will be published on 1,000 news feeds where fans can like your content and share it with their friends.
Targeting Strategies For Facebook Page Likes
It’s also vital that the likes your business receives are quality likes from your target audience — the segment of the Facebook population that have the highest potential of becoming your customer. As most of you know, Facebook has banned incentivizing people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page.
Since you will be permitted to request that participants like your page, contests and promotions will still drive fan growth, but the number of new fans gained using a contest or promotion will sharply drop because “liking” a page will no longer be a requirement. Facebook contests and promotions are still the only way to gather emails and other valuable data about your audience.
Jon Loomer, a digital marketing consultant who has used Facebook since 2007, recognizes the importance of building relevant Facebook Page Likes, and consistently runs a Page Likes campaign. Loomer claims he’s been tweaking and optimizing this campaign for years.
Loomer creates a different ad set for each audience, and then each ad set consists of image and copy variations that will reach that group of users. Since he targets eight groups of people, he has eight ad sets that all fall within a Page Likes campaign.
Loomer varies the campaign budgets based on the size of the audience. The majority of Loomer’s paying customers come from four main countries, so these ads target to reach users here: United States, United Kingdom, Canada, and Australia. He creates imagery and copy that appeals to the target demographic. For the current campaign, he uses one set of copy for each audience and four image variations.
8 Groups of People Loomer Claims You Should Target
1) Email List
This is a logical group of people to target first. Target those who are on your email list, but aren’t currently fans. You do this with Custom Audiences.
I called out the fact that these people already get my emails, but that’s also because I know my audience. Depending on your audience, you may want to be careful with that language as it could raise privacy concerns from those new to that type of targeting.
Of course, the number targeted is bound to be small. Even though my email list is more than 25,000 strong, it dwindles in a hurry for targeting once you remove fans, the addresses that don’t match up to Facebook users and those who fall outside of the four core countries I’m targeting.
This is why you should also watch your daily budget based on audience size. With a potential audience of no more than 3,600 people (it will be far less after optimization and accounting for those not online), budget doesn’t need to be more than $5.
I’ll also monitor to make sure my oCPM doesn’t get out of hand, which is always possible if budget is too high for the potential audience served.
Note that I could segment this list and focus only on paying customers, for example. Truth is that my email list is about two and a half years old, so some of these people are stale and unlikely to act.
But given I’m already down to 3,600 people, there’s no reason to cut that number down any more.
2) Website Visitors – 1 Day
If you get decent website traffic, this is something you absolutely should do. Website Custom Audiences allow you to target Facebook users who visited your website recently.
I create Website Custom Audiences for many pages and durations, starting at one day and going up to 180 days.
The shorter the duration, the more relevant. Someone is much more likely to act on your ad if they visited your website today while you are top of mind than if they visited 180 days ago and already forgot about it.
I get more than 10,000 visitors to my website per day, so this gives me a decent number of people to target. Of course, that number drops in a hurry when you account for optimization and those on Facebook in a given day. Once again, address your budget accordingly.
You’ll notice that I call out the fact that the audience visited my website today. This should appeal to my target demographic of advanced Facebook marketers. It may not appeal to many other groups.
3) Website Visitors – 30 Days
If you don’t get as much website traffic, you may want to expand the net. I like to experiment with 30 days anyway since a larger audience sometimes means lower oCPM costs.
Once again, I call out the fact that those seeing the ad have visited my website. This could be creepy to some, but it works for my audience.
4) Paying Customer Lookalike
I prefer to focus first on people most closely connected to me. But that doesn’t mean I stop experimenting with other groups.
Lookalike Audiences are the next in line for my targeting prioritization. Facebook matches up the interests, demographics and activities of a particular audience and finds other users similar to them.
In this case, I’m using my most important audience — my paying customers — as a model for my Lookalike Audience. While the initial group may have been too small to target, the Lookalikes help me target a much larger group of people similar to them.
5) WCA Lookalike
You can also target people similar to those who visit your website with Lookalike Audiences. In this case, I’m targeting users similar to those who visited my website during the past 30 days and read an article published in 2014.
6) Page Lookalike
One more Lookalike Audience to consider is modeled off of your current fans. Of course, you should only do this if you have a high confidence level in the quality of your current fan base. If you bought fans or used any strategies that would water down the value of these people, Lookalikes probably won’t help you.
7) Single Interest
Interest targeting isn’t something I do much of. In fact, I even labeled it “dead” in a blog post not long ago. But there can be exceptions.
Using Audience Insights, I discovered that more than 10,000 of my fans in the US also like the Facebook for Business page. In fact, more than 16,000 in my four core countries like that page. That was enough for me to take notice.
You could target many interests, but it’s then difficult to see what works and what doesn’t. So in this case, I’m targeting only the one that is most relevant to my fan base.
I could choose to create a separate ad set targeting fans of Social Media Examiner. While relevant, I don’t consider it as relevant as Facebook for Business since Social Media Examiner deals with more than just Facebook marketing.
8) Lookalikes, Interests, and Behaviors
Finally, it is important to experiment with a combination of Lookalike Audiences, Interests, and Behaviors. For the ad set highlighted above, I targeted the following:
Lookalike Audiences: Website Visitors and Fans
Interests: Facebook for Business
Behaviors: Business Marketing or Facebook Page Admins
Education: At Least Some College
Income: $75,000 or More
These are again qualities I found were important with my current audience using Audience Insights.
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