One of the reasons we love paid search is because it performs, but its intent-driven nature means it’s not the channel to build scale. The way to do that is get in front of relevant audiences and generate demand for your product/service. This is where channels such as paid social come into play, and one of the best channels to really hone in on targeting various audiences is Facebook.
The most obvious ways to get in front of relevant audiences on Facebook are:
- Lookalikes – leveraging CRM lists to create audiences that look similar to your customers. Get more advanced by segmenting your customer list into groups of identifiable characteristics (e.g. high lifetime value, high average order value) and target lookalikes of those groups
- Use demographic data and interests of your prime customer base, and target people based on what you already know.
If you’re a semi-sophisticated marketer, you’ve already targeted the most obvious audiences. So what’s next? How do you continue to scale and find more audiences? In this article, we discuss some of the ways you can move forward with finding additional, relevant audiences to test to help push performance and scale.
Poach from competitors
You should absolutely be testing and targeting audiences that like your competitors. They are highly relevant, and as a bonus, you may be able to steal market share from your rivals. For good insights, go into interest targeting on Facebook, input your competitor names, and dig in.
Use Audience Insights tools from Facebook and Google
Advertisers can always use more personas, so it’s helpful to figure out characteristics of relevant audiences that may help you recognize new folks to target.
In Facebook’s Audience Insights tool, input