targeting

3 Paid Media Targeting Options to Drive Sales on Facebook

The key to a successful paid media campaign is targeting, but that’s easier said than done. There are many nuances to it, and if you target the wrong audience you’ll be spending time on people who aren’t interested. Luckily, Facebook has numerous targeting options that help you focus on the right audience in the right way. Here are three targeting options that are great for reaching and expanding your customer base.

Custom Audience

A sure-fire way to reach your current customers is to create custom audiences. This targeting method lets you find your customers on Facebook by matching their information with their Facebook profiles. Because you’re targeting people who are already buying from you, use this as an opportunity to introduce them to new products or services they might be interested in instead of showing them offers meant for new customers.

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Website Audience

Retarget users who have visited your website or performed a specific action (add to cart, subscribe, leads, etc.) by placing a Facebook pixel on your website. By doing so, you can reach people who are interested with a message that makes them more likely to make that first purchase.

Lookalike Audience

Reach potential customers who are more likely to make a purchase by creating audiences who are similar to your current Facebook fans, custom audience and/or website audience. This is great for generating awareness of your brand among users who share characteristics with your current customers. To reach a slightly broader lookalike audience, you can adjust the audience size to match a slightly more varied but similar audience.

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Interested in more media buying tips? Check out Best Practices for Social Media Buying in 2016.

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