Possibly the trickiest part of putting together a Facebook ad campaign is choosing the right audience. You have SO many options, and most people will tell you that the success of your ads depends squarely on who your ads get shown to.
If you’re struggling to figure out who to target, check out the Audience section over on this Facebook ads resource page.
One of my favorite techniques is to actually build my audiences before I do anything else. It’s the ultimate time-saver, and not for reasons you’d necessarily think of.
I’ve seen it happen more times than I’d like to count: Martha the Business Owner creates a piece of opt-in content that’s for a very specific group of people. For example, the listeners of a particular podcast.
Martha’s excited because she thinks she’ll be able to get it right in front of those podcast listeners using Facebook ads. They’re going to click on her ads like crazy and her list is going to grow like wildfire. WOOHOO! [Read more…]