How to Create a Powerful Facebook Ad Targeting Strategy


Over 1.785 billion people log in to Facebook daily. So, before you think of advertising your business elsewhere, think about how much exposure you can get by advertising with the world’s largest social network.

And Facebook is no slouch when it comes to developing features that make advertising more practical and straightforward — all while helping you target your customers better.

It shouldn’t surprise you, then, that the giant social network has made some significant changes to its ad system in the past few years.

What used to be a convoluted system of ad targeting options is now a lot simpler. You can create your ads and let Facebook do the heavy lifting in terms of targeting your audience. 

In this article, we’ll try to look at how you can use Facebook’s new ad platform to run cheaper ads and gain maximum conversions.

So, Why Are Your Facebook Ads Not Converting?

Facebook advertising doesn’t work like traditional advertising. When you advertise on TV or print, your audience will be attracted to the advert just because it happens to be in a magazine or newspaper they’re reading.

But on Facebook, your audience only sees the ad because it’s right in front of the content they’re viewing. They see it as an interruption and not something that they would want to spend time on.

That is why one of the best ways to sell with Facebook ads is by using audiences whose interests you have already established.

As a business owner, you have direct access and control over this information. You know what your customers like and what they don’t like. In other words, it’s easy for you to gather relevant data about them using Facebook’s ad targeting features before you can go ahead and advertise to them.

So, if your ads aren’t bringing in any sales, it could be because of one of the following reasons:

#1 Facebook Ad Strategy for an Online Store

If your business sells products over the Internet, then it makes sense to market on Facebook because that’s where 70% of people spend their time online — most specifically, Facebook.

A classic example of an online store brand using Facebook ads to find new customers and engage existing ones is Asos. 

Asos is one of the world’s most popular online fashion stores. The company offers free, fast delivery throughout the UK and to so many other countries worldwide.

And with 10 million Facebook fans, it’s easy for Asos to create highly targeted ads based on users’ interests.

There are more case studies out there to prove Facebook ads can deliver high returns on investments. Here are a few:

Mix this with the fact that it’s now possible to create highly targeted audiences using advanced targeting options, and you can see why Facebook ads are one of the best ways to promote e-commerce brands.

So, What’s the best Facebook Ad Strategy for an Online Store?

First, you have to determine your desired result. Do you want to generate more sales? Or do you want to build your reach and engagement with specific audiences?

Replace Static Image Ads with Catalogue Ads

Another Facebook Ad Strategy for an Online Store is replacing Static Image Ads with catalog Ads.

In a nutshell, catalog Ads allow you to upload multiple products in one ad. Facebook even allows you to add pictures and videos of the product so users can get an idea of what they’re buying before clicking on it.

The advantage is that these ads have higher click-through rates than static image ads for the reasons mentioned above.

Run Retargeting Campaigns

When setting up a Facebook ad campaign to increase brand awareness or direct more leads to your online store, it would be best to run retargeting ads, as well. These ads target users who have been to your website but haven’t converted yet.

More Suggestions for Facebook Ad Strategies for an Online Store

Using an image of the product and a couple of lines is enough to get users interested in buying it.

No one wants to buy an item that’s too expensive. So, offer discounts on items from your online store to entice new users.

People often don’t know what they are looking for until you show it to them. For example, if you want people to buy a chocolate-covered marshmallow, then perhaps it would be best to show them an image of a camper in the desert.

Create ads that will make them laugh or cry — anything to get their emotions going.

There are several different ad formats available when creating Facebook ads. So, try them all out and see which ones offer the best results for your online store.

For example, with carousels, you can show multiple images and even add video snippets.

Keep your ad set targeting broad to allow Facebook to optimize your campaign based on the data they have collected through Facebook Pixels.

Negative keyword lists limit the number of irrelevant clicks you’ll get from users who won’t convert on your website or purchase anything in your online store.

#2 Facebook Ad Strategy for a Local Business

Local businesses have their own unique Facebook Ad Strategy that helps them reach specific audiences in a particular location.

When running ads for your local business, you’ll first want to create an ad set with the following:

When you create your ad, remember to include the following:

How To Create Facebook Ads for a Local Business

Step 1: Determine Your Desired Result

Again, you have to begin by determining your desired results. 

Note that we’ll be doing everything on Facebook Ad Manager. All you need to do is visit the page and click on “Create Ad.”

You have three marketing objectives to choose from:

Step 2: Create Your Ad Set Targeting

After creating an ad, Facebook automatically sets “Geographic, Demographics & Interests” for your ad. By default, it covers the location you are in and people from your target demographic.

In most cases, there is nothing wrong with leaving these settings as they are. But if you want to narrow down or broaden your campaign, follow steps 3-5 below:

Step 3: Click on “Advanced Options”

Scroll down and look for “Targeting.” Here, you will see the following options:

You’d have set up your targeting options. Now it’s time to write your ad copy.

Step 4: Write Your Ad Copy

Creating a great Facebook Ad requires a fitting copy. Remember to include a strong headline and compelling image.

You’re to insert direct calls to action that will get the attention of your target audience. Keep in mind that the sole purpose of Facebook Ads is to get more traffic and leads for your business.

The better your ad copy, the higher the conversion rate.

Step 5: Set Your Ad Frequency & Budget

After creating your ad copy, you have to set a daily budget and ad frequency. Below are the different options:

Step 6: Create Your Ad Campaign

Upon setting all of the options mentioned above, click on “Create Campaign” (this option will only appear if your ad has to be approved by Facebook Ads Team).

The following form will appear:

If you have done everything right, your ads should get approved. In most cases, the whole process of creating a Facebook Ad from scratch and getting it live takes less than 5 minutes. And with that, congratulations – your Facebook campaign is now live!

#3 Facebook Ad Strategy for a B2B Company

B2B companies have to take a slightly different approach when running Facebook Ads. 

More on that later. For now, let’s look at some of the companies that are successfully advertising on Facebook:

Slack grew from 1.2 million users to 4 million in about a year through Facebook Ads.  When asked about what makes the platform attractive for advertisers, Slack’s Director of Product Marketing said: “The targeting options are concrete, and you can drill down into great detail on interests and demographics.”

“Facebook is the only [platform] where you can get consumer insights based on actions versus just demographics… It makes it a lot easier to reach an audience that is looking to try something new or discover new products,” says Spotify’s Global Head of Marketing.

“Facebook allows us to speak directly to users based on the context of what they care about… By targeting people based on their interests and the Pages they follow, we were able to speak directly with the audience most likely to be interested in our product,” says Zendesk’s Director of Global Operations.

“Facebook has been a core part of our strategy, thanks to its ability to target specific audiences based on detailed audience data and demographic filters,” says BuzzFeed’s Director of Sales.

“The ability to target users based on the information they have shared in their profile is what makes Facebook Ads interesting for us… It helps us reach people who are more likely to be interested in our platform and perhaps less likely to encounter EyeEm organically,” says EyeEm’s Director of Marketing.

When setting up a Facebook ad strategy for a B2B company, think about the different stages of a marketing funnel:  a funnel from a prospect to a customer. Next, you want to streamline your campaign flow to hit specific touchpoints throughout the funnel:

Note that each funnel stage should be set up as a different ad campaign. Be sure to move from one funnel stage to another with every audience you target, or else your ads won’t be effective.

To do this, you want to create an audience by a specific interest that can later be targeted with a different interest in the next ad campaign. Let’s say, for example, you sell an online marketing product, and your company is getting more well-known in the industry than it used to be.  With your first ad campaign, you can target people who happen to be interested in “online marketing” or “SEO,” hoping they will become aware of your brand and become curious about it. 

Do that in your second campaign. However, this time, you to focus on increasing awareness by targeting people who use the phrase “online marketing” in their bio section.  By now, they are active users with some knowledge about online marketing and SEO, so your next campaign should focus on getting them to demo the product you offer, assuming they are interested in that.

7 Facebook Ad Strategies for a B2B Company

It would help to create a unique ad tailored to each audience you find on Facebook. It may take more time, but it will pay off in the long run.

#4 Facebook Ad Strategy for a Marketplace Business

If you are an online marketplace, your Facebook Ad Strategy should be a lot different. Usually, companies that sell or offer services to other businesses use a “custom audience” group in their targeting strategy. 

A good example is Uber and Lyft. They offer products that consumers love, but their main focus is B2B drivers.  When running ads on Facebook for a business like this, you want to make sure your ad creative engages with the audience, so they feel it is targeted to them and not just random people who happen to have liked their page.

There are two sides to running these ads. Uber, for example, has to target drivers, at the same time, run another ad targeting riders.  These ads must be very different from each other.

When setting up a Facebook ad for an online marketplace, keep in mind that you’ll have to grow each of the two sides in a more balanced way — no easy task, if you ask.

You don’t want to end up with more customers and not enough suppliers, and vice versa.

With that being said, you’ll need to consider a few things before setting up your Facebook Ad Campaign:

The reward can be anything, from a discount to a free trial. Make sure you have plenty of positive reviews for your business. Most importantly, make sure the reviews come from real people who have used your services and not friends/family members.

#5 Facebook Ad Strategy for Promoting an App

So, how do you promote a mobile app on Facebook?

The answer is simple: You create an app promo campaign.

You can also promote your mobile app via Facebook’s mobile channel and get in front of the right people at the right time on their phones.

Before we get into that, let’s look at some of the apps that were successfully promoted on Facebook:

#6 Facebook Ad Strategies for Promoting a Mobile App

The above tips are just things to keep in mind when running app promo campaigns on Facebook. If you have any questions or comments, please share them in the comments section below!

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