How Can Demographic User Interest Profiling Reduce Your Facebook Ad Spent?

One of the biggest challenges to Facebook Marketing Strategy is paying too much per click. This is one of the most common rookie mistakes people make when they try their hand at marketing on Facebook. 

They focus on coming up with “the best looking ad”, but they get their interest targeting wrong.

They end up paying $0.75 cents to even $1 or more per ad click. As you can imagine, this can get really expensive quickly. This is where demographic user interest profiling comes in. You have to figure out the right mix of interest, age, gender, and other demographic data points so you can reach the right people who engage with your ad the most.

Facebook will show your ad a certain amount of times and then, it would automatically price your clicks based on an auction model. If it turns out that a lot of the people seeing your ad don’t want to click through, your per click rate goes up.

But if it turns out that for every 100 exposures of your ad, a lot of people click through, your ad gets shown more and the per click rate remains low. This is why demographic and user interest targeting are so important.

How do you get this demographic information?

Well, people who fail with Facebook marketing simply make up demographics. They make educated guesses as to who their target audience members are and they just run with it. These people usually end up with very little results.

The better approach would be to build a Facebook fan page, promote it organically, and let it attract a natural amount of organic likes. These are real people. You did not pay for these likes. These people were not forced to like your page.

After enough time has passed, you use the page demographics of your user base to launch lookalike audience campaigns to promote your website or promote your link. The key here is to find the most active and engaged demographic. Using your Facebook page audience insights will definitely clue you in on which subgroup of users to target the most.

The worst mistake you can ever make on Facebook

While you can afford to screw up on content selection or engagement strategy on FB, there is one thing that you cannot do. It is simply off limits to you. Don’t even think about it. What am I talking about? Do not buy page likes or post likes. Seriously. No joke. Real story.

You probably have heard that you can get lots of ‘social proof’ if you buy fake users or fake likes. 

You probably have heard from hypesters and other hucksters on online marketing forums that if your account has enough likes, others will be drawn to you. Real users will be drawn to you. Well, that may be true but you will be paying a high price for this fake social proof. Your engagement levels will suffer and most of your page fans will never get to see your content. If you think that is bad enough, wait, it gets even worse. If you were to pay for an ad campaign on FB, chances are your lookalike audience profile will not work.

What is the quick solution? Just don’t use fake likes or buy followers in the first place.

The Secret Sauce Behind Ad Retargeting - Modern Facebook

If you’re reading this article, you’ve probably heard all sorts of things about Facebook’s ad retargeting technology. Let me tell you, most of the things you’ve heard are absolutely correct.

Perhaps you’ve heard that ad retargeting enables merchants to bring customers back to their shopping carts so they can buy something. That is absolutely true. It doesn’t work 100% of the time, but it works enough to make quite a bit of a difference.

Modern Facebook Marketing Strategy

Similarly, ad retargeting also enables merchants to drive people back to content pages that would eventually convert customers into paying buyers. That part is true as well.

However, despite all the excitement about ad retargeting technology, there is a secret sauce that you cannot ignore. Seriously. If you understand how the secret sauce works, then you would know how to craft together a more effective ad retargeting campaign.

On the other hand, if you remain clueless regarding this element, chances are your campaign would probably be hit or miss. Often times, it’s more of a miss than a hit.

What secret sauce am I talking about? Proven interest. That’s right. When people come to your website, they have a proven interest. Ad regarding essentially gives you a tool to bring those people back to your website.

However, here’s the problem. If you’re just going to bring them back to the home page, you’re wasting your time. Real proven interest boils down to internal pages. That’s when you know that this person is serious. That’s when you know that this person actually is engaged enough with your content that they would go to internal pages.

I’m not just talking about one main page. I’m talking about secondary pages or other internal pages. In fact, the deeper you get them into your website, the better the results. This means that they have looked through other content, they’ve somehow figured out how everything works, and they’re more likely to convert later on.

This is why if you’re running an ad retargeting campaign, it’s really important to focus on bringing back people who have gone into an internal page and not just the home page.

Two ways to retarget

Now that you fully understand that ad retargeting is all about getting people who have gone to an internal page to come back, there are two ways to retarget.

You can remind them to go back to where they left off. Maybe this is a purchase page. Maybe it’s a shopping cart. Maybe it’s some sort of article that goes into a conversion page with one click.

Whatever the case may be, you just remind people to go back to your website and they end up where they left off.

The other way you can retarget is to pull them deeper into your website. This is an often neglected strategy when it comes to ad retargeting, but this is actually quite powerful. You have to understand that not anybody’s going to interact with your content the exact same way. Some people will find themselves very deep into your site, others will find themselves in a fairly shallow or common secondary page.

The key here is to pull them deeper from that page, but not necessarily driving them to a sales page. In other words, you’re just going to be pulling them deeper into your content, but not necessarily dumping them into a shopping cart, sales page, or any other type of conversion page.

This is how you get better sales. You condition the mind of the visitors so they voluntarily drill deeper into your site until they eventually convert.

Maximize ad retargeting’s results

How do you take your results to the next level? It’s very simple. Instead of pushing sales with your content retargeting, push your squeeze page. This is the page that recruits people to your mailing list. It will be your mailing list that will do the heavy lifting of converting that visitor into a buyer.

Of course, if you already have people showing up at your shopping cart, then your ad retargeting should focus on bringing them back to the shopping cart. But outside of that, if you’re dealing with people who stop short at content pages, push them to sign up to your squeeze page and let your mailing list convert them eventually.