Sunday, September 4, 2016

How to properly target Facebook audiences and maximize conversion rate?

Advertising comes down to choosing the right audience. When we talk about internet marketing, and more specifically Facebook marketing, then reaching out and advertising to people who would be most interested in clicking on your ad and who would later on buy your product or service is one of the biggest problems of modern management. The real question emerges - How to target Facebook ads and now waste money doing it?

Facebook says that their accuracy is as high as 93% for the highly narrowed campaigns, as opposed to 45% accuracy for the average online advertising reach. With this in mind, you should be aware that there is no place for error in the process of narrowing Facebook audiences.


Location targeting can be used to advertise to people in key locations relevant to your business, such as zip code, city, state or province and country. You can even target by a city radius in countries where this is available, like the US and Canada. Just pick a location, select the mile radius and you’re ready to go.

To make the targeting even more precise, you can choose what locations should not be included, since you might be targeting them in your other ad campaigns.

Facebook uses people’s activities and behaviors to find out which device they are using, where they would like to travel, what their shopping behaviors are, etc. These behaviors are gathered from people’s Facebook activity and from Facebook’s trusted third-party partners. You should use this information in the targeting process and you should cross reference it with your customer avatar and the Demographics data from your Google Analytics account.


Facebook allows three levels of narrow targeting, with additional list for exclusions. Make sure that you use all of these remarkable options, and to target your ideal customer.

Best practices tell us that you should use one level of narrow targeting for interests, another for life events (New job, Newlywed, Friends of Upcoming Birthday, etc.)

And a third varies based on your type of business, but for instance if you run an ecommerce website, you should target brand names on this level (RayBan, UGG, etc.)

Please take a look at the following infographic that shows you all of the possibilities available for narrow targeting.


If you already have your clients’ information (emails), you could also target them by uploading the contact list you have. Facebook guarantees that the security of the information they receive would not be violated.

Facebook also gives you an estimate of how many people would see your ad. Best practices say that for the best performance, the number of people who should see your ad should be more than 10 thousand.


When it comes to tracking your ad performance, ROI and conversion rate, it’s best to define what your immediate goals are.

If your goal is to monitor actions people take on your ads in the forms of comments, likes, shares, and cost-per-post-engagement, you should create page post engagement ads.

But if you’d like to bring more visitor to your website, to track click-through rate, total website click and cost-per-website click, then the type of ad you should be focusing on is clicks to website.

What’s important is to learn from your mistakes. Yes, the ad campaigns you’re running might be really successful from the get go, but it’s always necessary to analyze these campaigns and improve them. That way you get the best results and the best ROI.

When creating your Facebook ads, it’s always best to use professional images. Many of professional stock images are available online for free. Another thing worth mentioning is to make sure these are high-quality images with a minimum width of 500 pixels.

Remember that Facebook won’t show your ad in the News Feed if you have more that 20 percent of text on the image. And luckily, there are tools available on the internet (for free) that can help you with the text and image scaling.


You should always perform at least one A/B test for your new campaign. Select a couple of different images for your ad, and see which one’s more effective and which one converts better.

Now that you know what options are available at your disposal to target your ideal audience on Facebook, it’s time to get down to some testing and experimenting so that you could maximize your conversion rates and make your business an epic success.

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Conversion Rate

Conversion Rate
- The number of sales of a product compared to the number of people who visit a website to look at that product, or to the number of phone calls or sales visits that are made. (Cambridge dictionary)

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