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Facebook’s advertising platform offers remarkably advanced targeting capabilities. That’s not only because of its rich pool of information about its users, but also because of the extensive array of targeting options the platform offers.
While many ecommerce marketers are already using Facebook Dynamic Ads, they are often only targeting past website visitors and overlooking the wide range of other Facebook ad audiences. That’s a waste of potential! You’re missing the potential to:
All in all, creating more granular audience sets can help you generate more sales at a lower cost.
Sound convincing? Then let’s have a look at the different targeting tactics available for your Facebook Dynamic Ads campaigns. What you choose will depend on who you are talking to and what you want to achieve.
Your customers are your lowest hanging fruits for generating conversions and sales. Make sure you have both a short and a long-term strategy to leverage them. However, not all customers are equal. It is important that you change your tactic according to their purchase behaviors and interests. You should focus on increasing repeat purchases and enhancing customer loyalty.
Within your list of customers, you can target specific groups:
Tip: Filter based on the most valuable customers using additional criteria, such as the amount of money spent, purchase frequency, Customer Lifetime Value or their engagement with your brand on Facebook.
The second most valuable audience group are people who have previously shown interest in your shop, product or brand. Using Facebook Dynamic Ads, you can make them enter the conversion path or bring them back where they left off.
Once you have built high-quality audiences from your existing customers and fans, you’re well prepared to extend your reach to people who don’t know you yet.
15. Target Lookalikes:
Lookalikes are groups of people who are similar to an existing Custom Audience you choose. When creating Lookalikes based on customer audiences, you’ll get a new audience that is likely to be interested in your business even if its individuals don’t know you yet. As you might guess, the better the quality of your Custom Audience, the better the quality of your Lookalikes. We’ve covered more on Facebook Lookalike Audiences in this post.
16. Target Broad Audiences
Broad audience targeting is another way to reach people who haven’t visited your website or app yet. When a user has expressed interest in your products (or products similar to yours) on Facebook or beyond, the Facebook algorithm is still able to identify the products they are most likely to be interested in.
This can be useful for smaller ecommerce companies, who don’t have a large traffic volume to be used for retargeting.
When wanting to reach to new audiences, using demographics, and interest-based targeting is even more critical, as it’s the only door opener you’ve got. Try to refer to personal or seasonal topics that make your products relevant. For example, if you are a gift shop, target friends of people who have a birthday
17. Generating brand awareness
But what if audiences are not ready to buy from you yet? Well, warm them up with other types of campaigns first, before you target them with Facebook Dynamic Ads.
The beauty of Facebook advertising lies in its versatility. If you achieve better results with retargeting than with cold targeting, consider running brand awareness campaigns first to warm people up. You can use fun videos or even influencer or content marketing that matches your target market’s interests and desires.
Make users interact with any of your digital assets and you’ll be able to retarget them as a warm audience thereafter, promoting products linked to your awareness campaign.
Facebook targeting is a cycle of possibilities. That’s what makes it so effective and that’s also why it’s fun.
Download our comprehensive guide and learn everything you need to know to make dynamic ad campaigns on Facebook boost your ecommerce sales.
In this guide, we cover:
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