Mistake #4 Not Testing Audiences
If you’re new to Facebook ads you might be like, well what do you mean audiences? But if you’re a veteran then you definitely know what I’m talking about. Audiences are divided into two categories.
The Warm Audience
There are warm audiences -people who have been to your website before, interacted with your Facebook page, interacted with an ad, interacted with a video, even uploads of your current client list. These are all warm audiences.
And so when you do Facebook, Instagram ads, you need to be marketing to that warm audience because perhaps they just haven’t quite pulled the trigger yet in purchasing your products or services. Consequently, there’s a whole type of marketing that should be going towards this type of audience.
On warm audiences, you got to do some testing with them. Maybe it’s better to go after people who have engaged with you in the last 30 days versus the last 60 days. Maybe it’s better to give somebody an offer or a discount. Maybe it’s better to get people into your email list and move them over to another funnel. There are lots of different things that you need to test, but the most important thing is to test different audiences.
The Cold Audience
The second type of audience is a cold audience or people who are unfamiliar with your brand.
A majority, around 80% of your marketing budget inside of the platform should be spent on cold audiences. This audience consists of people who are unfamiliar with your marketing services.
So what can a cold audience look like? Facebook has many different targeting options available to you. You can target age, gender, location (whether they’re there or just visiting). You can target certain interests or behaviors.
Facebook knows a lot about you. Your search behaviors online, whether it’s on the Facebook platform or you’re just Googling, that information is being collected by Facebook. And so Facebook already knows what you’re interested in. So let’s say that you’ve been recently searching for a mattress. Well, there’s an audience that you could build of people who are interested in mattresses. I know it seems crazy, but that’s available.
Additionally, you can market to people who have liked certain pages. Maybe because they’ve liked certain pages they’re a good target for your product or service. You could target certain states: maybe people are more likely to buy in Indiana versus Ohio. You don’t know until you test. Bottom line: test different audiences to see what is the best audience to engage with your marketing and get them into your warm audiences.