Internet Marketing Digital_marketing_for_dummies | Page 244

Who are the figures, thought leaders, or big brands in your niche? Chances are,
members of your audience follow these influencers on Facebook.
What books, magazines, newspapers do your ideal customers read?
What events do they attend?
What websites do they frequent?
Where do they live?
What tools do they use? These tools can range from programs such as Photoshop or
Evernote to physical tools such as fishing rods or lawn care equipment.
What’s specifically unique about this audience?
By knowing the answers to these questions, you can specifically target your audiences’
likes, behaviors, and locations on Facebook, making your ad more personal and more
likely to be placed in front of an audience who is open to your message. Also, targeting
specific likes and interests helps to narrow down your potential audience size, which is
good because you don’t want it to be too broad; if it is, your ad can be less effective.
At our company, we have found the most success, in terms of conversions and high
Relevance Scores (the algorithm that Facebook uses to judge the quality of your ad;
similar to Google’s Quality Score) with our Facebook ads when the audience size is made
up of 500,000–1,000,000 people (plus or minus several thousand — it doesn’t have to be
exactly 500,000, for instance; there’s wiggle room). This way, you’re showing your ad to
not only a large enough audience but also a specific one that will find your ad relevant.
If your business is local (as opposed to a national or international company) and you’re
targeting a specific town, city, state, or region, you don’t have to worry about the size of
your audience. Often, the audience size for local ads on Facebook doesn’t reach half a
million to a million people; the town you’re targeting may not even have a population of
that size. Local businesses don’t need to worry about audience size but instead should be
concerned with how you’re targeting that audience. All other businesses that aren’t local
should focus on how you’re targeting your audience and the size of your audience.
The next step is to create your ad copy. When writing your ad’s copy, speak to your
audience based on the pain point you’re targeting and where you are in the relationship.
For instance, you don’t talk to someone you’ve just met the way you speak to someone
you’ve known for ten years, and the same goes for your copy writing. Think of your ads
in the context of where you are in the relationship with your lead or customer.
Next, follow these tips when writing your ad’s copy:
Grab your target audience’s attention by calling out to it. For instance, you might call
out to your target city, such as, “Hey, Seattle!” or use what residents call themselves,
such as, “Hey, Austinites!” or even call to people by their interests, such as “Hey,
amateur wrestling fans!”