We know that mass marketing is dead. Today, it's crucial to be laser-focused with your advertising.
Segmentation is your best friend.
The right message in front of the right person at the right time leads to success.
Now, Facebook allows you to target people based on how they've engaged with your Facebook page.
Which is awesome.
Now, you can create a specific message for someone who has actually clicked on a call-to-action button on your page.
And you can create a different message for someone who has merely visited your page.
And a separate message for someone who has engaged with one of your ads.
Great stuff. Jon Loomer lays out these six ninja ways to target people on Facebook:
Facebook Page Engagement Custom Audiences are a new type of Engagement on Facebook Custom Audience that allows advertisers to create audiences of people based on engagement with their Facebook content for targeting in ads.
You can create audiences based on the following types of engagement:
Everyone who engaged with your Page.
This the largest audience. It will include people who like your page and even people who don’t, as long as they engaged with it in some way. If you don’t have a large Website Custom Audience, this is a good place to start when reaching a relevant audience to read, opt-in or buy.
If you wanted to only target those who like your page and engaged with you recently, you’d simply layer on people who like your page within Connections.
Anyone who visited your Page.
This includes anyone who visited your Page, regardless of the actions they took.
People who engaged with any post or ad.
It would be nice to focus on engagement on a particular post, but that’s not possible. But those who engage with your posts, we can presume, are most engaged. This would be a good group to target in ads since they’ve proven to engage with your posts before.
In particular, you may want to zero in on a recent duration since it would be reasonable to assume that someone who engaged recently would be more likely to engage with an ad than someone who engaged months ago.
People who clicked any call-to-action button.
This is the call-to-action button on your page. So it may depend on how you use that button. If it’s for buying a product, you could promote a carousel ad of products. If it’s for an opt-in, you could promote the opt-in you have on your page. If it’s for messaging your page, you could use a Messenger destination ad to start a conversation.
In the case of the product or opt-in, you’d want to exclude those who already performed the opt-in or purchase. The idea here is to get those who clicked but didn’t complete the process.
People who sent a message to your Page.
Of course, you can only use the Messenger placement to target those who have already messaged your page. So you would create the audience of people who have sent a message to your page and select the Messenger placement.
People who saved your Page or any post:
This includes only the people who saved your Page or a post on your Page.
Source: Jon Loomer
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