Crystal Media

Marketing Clarity.

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All About Ads Audiences

Earlier this month, I asked our Insiders about their biggest roadblocks when it comes to running their Facebook Ads. The answers are in! It turns out that determining which audiences to use, and building those audiences, causes the most headaches.

Which audiences should you be using? How many different ones are out there? To give you a little insight, here are the top audiences performing for my ad clients right now:

  • Fans Lookalike + Interest
  • Website Traffic/Website Traffic Lookalike
  • Video Views/Video Views Lookalike

**Pro Tip: You can create audiences based on specific Videos which means even MORE detailed targeting.

Three tips to making the most of your audiences:

  1. Test, test, test – Start with 2-3 audiences and test to see which ones work for you. Introduce different audiences as you go and keep on testing.
  2. Don’t be afraid to move audiences around to other ad objectives – Use a Video View audience for Traffic ads, Previous Event Engagement with Reach ads, etc.
  3. Think outside the box! – When it comes to choosing Interests, consider everything that makes up your Perfect Customer Group. For instance, advertising furniture? Think about using Interests such as Newlyweds, Recently Moved or Have Small Children in addition to just choosing Furniture or Interior Design. Also, be sure to take advantage of Facebook’s suggestions.

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How Three Retailers are Driving Traffic and Sales with Facebook Ads: The Modern Marketing Show, Episode 82

Are you using any kind of social advertising? If not, then you should be! Running Facebook ads is one of the most cost-effective ways to drive traffic directly to your store. We manage ads for a handful of retailers and the results they are seeing are amazing. They’re selling more product and spending less money by utilizing this tool.

Watch the full episode:

Retailer #1: ZaZu (Reach Ads)

We started running reach ads in November for ZaZu Gifts that targeted audiences interested in jewelry and the specific brands she wanted to promote. We shifted to audiences interested in Christmas gifts as well as continuing the jewelry push for December.

  • Average people reached weekly grew 260% during November, the first month we ran ads. That number continues to grow by 12% during December.
  • Sales for the two product lines targeted increased by 13% and 14% from the previous year’s November and December

The client told us: “My sales were up 23% for the month of December! I do feel a big part of it is because of the social media presence.”

Retailer #2: Mary Todd’s Hallmarks (Video View Ads)

We coached client Mary Todd’s Hallmark in a 12 Days of Christmas campaign using video to promote the daily specials and sales.

In November, they saw in total 2,603 video views, received 7,777 post engagements, and the cost per video view was $0.04. Then in December (when they started using video view ads) they saw a total of 7,184 video views, 13,728 post engagements, and the cost per video view dropped to $0.01. That means…

  • Video views increased by 175.9%
  • Engagement increased by 75.6%
  • Cost per Video View decreased by 75%

Retailer #3: Revolutionary Concord 

The client told us: “Someone came in and said they saw our Facebook Ad. They live 5 towns away but clicked on the ad, went to the website and Facebook page and said, ‘that’s a place I want to go.’ They came into the store, bought $200 worth of merchandise and signed up to become a frequent shopper.”

This is a great example of the ripple effect ads can have on your business. By driving in new customers, you’re able to grow other parts of your business at the same time.

If you’re overwhelmed by ads or simply feel like you don’t have the time to learn, we can help. We offer Facebook and Instagram Ads Management, click here to learn more.

You can catch new episodes of The Modern Marketing Show every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.

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The Modern Marketing Show, Episode 7: Why Crystal’s Favorite Ad Audience Should be Yours Too!

There’s one ad in particular that Crystal is always recommending small businesses use and that is video view ads. This means you can advertise and remarket to people who have engaged with your page and watched a video.

If you’ve been following us for a while now you know Crystal is always encouraging businesses to go live and to use video on Facebook – that shouldn’t come as a surprise anymore. Video reigns supreme on the platform. It produces more organic reach than most types of content. Plus, there’s a better chance video will be shown in the News Feed. Remember, when a post has movement people are more likely to stop and watch it and pay attention to it.

Watch the full episode:

You can then create a custom audience of those people who have viewed your videos on Facebook in Ads Manager. This can be done with both live videos and pre-recorded videos. You can create an audience out of people who watched 25%, 50% or even 75% of the video and then remarket to them for future events, sales, or promotions.

For example, let’s say you post a video about a new line you’re going to start carrying in store. You can then create the custom audience in Ads Manager under “engaged with your page – video views” from the people who watched 50% of that video and then remarket to that group using different ads (slideshows, carousels, albums, etc.) related to that new line of product. This is considered a really warm to hot audience group. Those people have a higher chance of coming into your business and making a purchase because they have already engaged with you online.

There are a lot of audiences for you to target on Facebook and Instagram. This makes ads one of the best tools for businesses like yours to use to reach customers online.

You can catch new episodes of The Modern Marketing Show every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week