Audience targeting is the the golden goose of Facebook.
Facebook Audience Targeting Made Easy for Salon Owners
Wake up call… there are salons mastering targeting now.
They are using Facebook and Instagram ads to target potential new customers… which includes your existing customers. Which salon is a new client going to choose?
The one that keeps popping up on social with great ads and offers to entice them in.
How does your existing clients feel when ads are coming up on their feed luring them to a bright beautiful salon with an irresistible offer?
Time to learn some ninja tips so you can play wisely with your Social Media Marketing too!
Facebook Audience Targeting is the ability for business owners to target ads and posts to people we want to see them.
Even if you are just posting and boosting posts you can now choose audiences that are ideal for your business and location.
If you are taking on Ads Manager, and we strongly recommend you do, the possibilities are limitless for really delivering your message to the people that matter most… qualified potential customers.
Facebook just made targeting relevant audiences even easier with Audiences.
This means you now can create audiences to target from
- people who have watched one of your videos
- seen your lead ads or a canvas
- commented, shared, saved or clicked a CTA on your ads or posts
- messaged or visited your page
This is incredible news for businesses. We can now create audiences other than Website Custom Audiences to use for our targeting.
If you just want to get down to Attracting Customers with Facebook and Instagram posts, this is for you…
“Done For You” Social Media posts
First let’s see how we can create these.
You first must have ads manager set up.
Once you have done that, follow along step by step and create some Audience Targeting magic.
- Go to Business or Ads Manager
- Click – Audiences
- Click – Create Audience
- Select – Custom Audience
A light box will appear.
- Click – Engagement
Then another light box will show.
Here you choose the engagement that you would like to make an audience from.
Some points to consider when creating Audiences.
When you create these audiences, you can choose the time frame that is suited to your promotion. Page views have a maximum of 365 days, video views have 180 days.
Say you wanted to target people that liked, commented or shared a post from a 14 day window when you boosted a post or ran an ad for a particular offer.
Make an audience with that time frame and run a follow up offer showing it only to that ‘warmer audience’ so they can see more details on the offer.
They engaged with you once so we know they have shown interest and might like some more exposure to you before making a commitment to buy. Currently you cannot choose a specific post to create an audience from. However you can choose specific videos to create audiences.
If you have collected the emails of people who have successfully taken up an offer you can also make a Custom Audience excluding them from seeing it again in saved audiences.
Choose the audience you want to select from the drop down.
Then select the time frame you want to target.
You can now also refine further by adding exclusions and refinements of other actions taken. You can get very granular with this and get a bunch of very, very hot prospects.
Name the audience something that reflects the characteristics then click Create Audience.
Video View Audiences
Create audiences for how long a specific video or group of videos video was viewed.
This gives you audiences of the least and most engaged people.
Choose the % or seconds viewed.
Next select the video or group of videos you want to measure.
Click – Choose Videos
A box will appear where you can check one or a group of videos.
Click – Confirm and a thumbnail will show for the selected video.
Select the days.
Name your audience so you can identify the video(s) selected and the days.
You have a audience of people who have watched a % of a promotional video and now you can send them another post or ad that they are very likely to watch.
The possibilities are endless
- to get the right copy and image to the people who watched more of your video
- to develop relationships with engaging relevant content
- and showcase your business to prospective customers.
You can choose retargeting ads that represent the quality of their interest.
75%-95% views could be ready to see an offer.
50% could respond better to another video or a boosted post about your salon or spa’s work.
25%-50% might engage again with more content or another video similar to the one they originally watched.
Think about what the content was that you boosted, or the video ad you created in the first instance.
There are so many options and scenarios here. Just try to think of how your FB posts and ads are viewed, by who and then what you would like them to see next.
Website Custom Audiences are still highly rated.
You can segment by how much content is consumed or how much time is spent on your site. These audiences are excellent targeting options.
It requires you to have the Facebook Pixel installed on your site. If you can’t do this yourself, get someone to do it for you and start collecting those audiences now!
Imagine if you could send a colour post to all the people who went to your colour pricing page, or wedding photos to people who looked up your wedding prices.
Thing is, salons are doing this now and you know which business they are going to choose? The one that stays at the top of their mind.
Let’s see how these work so you can create audiences for your targeting today.
Just posting and boosting without using targeting really is just throwing something at a wall and hoping it will stick.
When boosting from your Page.
- Click the boost button.
- The audience will show up under audience.
- Choose the audience you created.
- Choose your budget and duration
- Then Submit.
When using Ads manager.
- Create Campaign.
- Choose campaign objective
- In Ad Set Level you will find the audience you created.
Select and continue to create your ad.
Over to You
Targeting Engagement Audiences on Facebook is very exciting if you want to engage relevant audiences that are likely to become your customers.
But remember, they came to see your posts originally, so retargeting them with more relevant engaging content that they like will help build the relationship online and encourage them to take you up on your offers.
Don’t be shy in showcasing your salon, team and work, so they get to know you better.
Website custom audiences require for you to have the Facebook Pixel installed on your website. This is well worth doing as the options become so much better when you can include, exclude and layer in these audiences with your engagement audiences too.
Use these Engagement Audiences to create ‘Look A Like’ audiences.
Send ads and posts to them. Then make Engagement Audiences and BOOM off you go again with another more engaged relevant audience.
Create Custom Audiences from your salon database so you can exclude them from the paid advertising if the content is not suited to them. This will keep your costs down and keep your audiences more pure.
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