Targeting Customers When They Are Ready To Buy
Strategy is the name of the game when it comes to Facebook Ads. Facebook Ads are an amazing tool for jewelers looking to reach more customers - but when you utilize a strategy for running your ads, they can actually target customers who are more likely to be prepping for a purchase.
Birthday Buddies
Create an ad set tailored to customers with birthdays coming up. For your copy, consider encouraging them to ask for something from your store, "You know what you want. Be sure THEY do." For your graphic, feature top selling products. You can break your targeting down even further by creating one ad set for men and one ad set for women, featuring watches and cufflinks for men and earrings and bracelets for women. To target users who already like your page with a Page Post Engagement Ad based on birthday, you`ll want to look under "Detailed Targeting." While you cannot target specific birthdays or run an ad _ days before someone`s birthday, you can choose their birth month. By running this ad each month, you`ll cover each of your Facebook fans and take advantage of a peak jewelry occasion.
Wondering what your budget should be for a Page Post Engagement Ad? We see an average cost between $.08 and $.16 per post engagement. The goal is to have the smallest cost per objective, so if you`re seeing that your spending is on the higher end, you may want to adjust your age range or other demographic details, swap in a new photo, or change your copy.
Lovebirds
Another peak jewelry occasion? Anniversaries! Also under detailed targeting, you can run an ad to anyone who has an anniversary coming up in the next 30 days. It`s smart to run an ad to current like with a Page Post Engagement Ad here as well, also breaking your ads down by men and women.
In addition to anniversaries, you can target recently engaged or recently married couples as well! Ads based around your wedding bands and wedding gifts will work great with the newly engaged. Fun ad copy for the newlyweds? "Show her that the magic of love never ends."
New Graduates
By targeting likes under "Detailed Targeting" you can target parents who have teenage children and children in their early 20`s.
Pregnant Pals
Push presents given to a mother after she gives birth are becoming increasingly popular. You can target expectant parents under "Detailed Targeting" and create ad sets based on birthstones and specialty brands like Pandora. You may be thinking, "Gosh, this is great information to target my existing likes, but how do I get NEW likes?" The Page Post Engagement Ad is just one ad type available in the Ads Manager, and it is just ONE type that we suggest running. Here are two ad types that we suggest you run regularly to engage with new customers:
Page Like Ad
Objective - New likes
Average cost we've seen - $.50 - $1 per page like
This ad type is useful if you want to to reach new, highly targeted people that you think would purchase from you, or to reach warm lead like your current email list. There are several benefits to this: One is just social proof. The more people who like your page, the more likely that new people will view you as trustworthy. Another great reason is that you`ll build a stronger relationship with email list users now that you are in their newsfeed. They`ll get to know you and your business better. This ad is also great for rewarding fans with special deals, encouraging them to come into your store.
Local Awareness Ad
Objective - Button clicks, check-ins.
Average cost we've seen - $3 -$6 per 1000 impressions.
You`ll use this ad to reach people within a certain radius (of your choice) of your store. You can be highly targeted with this, choosing the demographics of your perfect customer. You are able to target further based on likes and interest, age, gender, marital status and more.
When you choose to target your ads, you:
- Save money advertising to cold leads
- Hit customers when they are most looking to buy
- Increase the overall effectiveness
Have you done targeting as specific as this with your Facebook Ads? We challenge you to try and report your results!
Crystal Vilkaitis is a social media teacher and owner of Crystal Media http://heycrystalmedia.com, a company that teaches social media to small businesses, helping them save time, gain confidence and increase local exposure, foot traffic and sales. For more social media training, check out http://socialedge.co.
