Facebook has close to 8 million users in Kenya, and they have made it possible for businesses to reach all these people through advertising on the platform. However, not every business owner believes advertising their products and services on Facebook is worth their effort.
There are thousands of business owners who have invested time and money on Facebook Advertising and never got any sales out of it; and most probably, your Facebook advertising experience is similar.
To be honest, most of these businesses struggle with Facebook ads because their ads are irrelevant. The messaging on their ads are often completely off and rarely resonate with the target audience.
In this article, I’ll walk you through how to make your ads relevant and make Facebook ads work for you.
For every sale you make, the buyer or customer always go through a process known as ‘the buyer’s journey’ and it generally has three stages; Awareness,Consideration and Decision Stage.
If you target your ads to the correct stage, you have a better shot at hitting your target audience with the right message at the right time.
When you go to Facebook Ads Manager platform, you will see that Facebook has also split their campaign objectives into the three stages of the buyer’s journey.
This is usually the first stage of every purchase process. At this point, your target audience has very little or no purchcase intent at all. In fact, most Facebook users are at this stage, since they only come to Facebook for social purposes.
As a business, your job here should be to grab their attention and make them aware of who you are.
Most businesses fail at this stage by going for direct sells, instead of focusing on building awareness. People mostly buy from businesses they know, and your focus should be engaging and educating your target audience.
In some cases, your target audience may not even be knowing what their problem is, or that they have one. So, you should have researched and identified their pain points – then address those pain point with your ads.
How to Target
At this point, you should use Facebook’s primary targeting options to generate an audience that matches your ideal client.
You’ll want to target primarily based on:
- Demographic information
Facebook also has an option of creating a lookalike audiences. If you have a list of your past customer’s emails, you can ask Facebook to target people who share certain similarities with your past customers.
Remember, the goal here is simply to spread awareness. Anyone with previous interactions should be served ads in the next stage.
At this point, your target audience is already aware of their need and your business; and are trying to decide whether they want to purchase from you or a competitor.
Your objective should be to continue educating the audience on ways you can help them and what benefits your business can bring them.
This is when you start building a relationship with your potential clients, and your ads should be aimed at generating leads.
How to Target
In the awareness stage, there are people who will express interest and click on your ads. These are the people you will target with your ads at this stage of consideration.
This is called remarketing.
Remarketing is a way to get a list of all the people who may have engaged with your brand awareness ad – whether it was a visit to your website, a video play, an engagement on social media, etc. – and show them new ads tailored to their behavior.
The last stage in the buyer journey is the decision phase, where you specifically want your target audience to make a purchase.
If you walked the prospect from awareness, with continued education and engagement, you should have an edge over the competition and a chance to win a new customer.
How to Target
You should continue targeting ads to those who have engaged with your brand before. That means you should get very specific with your remarketing and what behaviors you’re targeting on site.
For example, you may want to serve ads to people leads who have not made a purchase yet, or those who visited specific product or pricing pages but did not convert.
It is not enough to have one ad campaign for your entire set of users, and expect it to bring in customers. Depending on where your target audience are, in the buyer journey, they’ll be more responsive to different messaging at different times.