Larry Kim's top 5 Facebook Ads targeting tricks for entrepreneurs
MobileMonkey CEO Larry Kim shares his best Facebook ad strategies for your business
As an entrepreneur, marketing is your best friend. Your company won’t succeed if people don't know about your business; it’s pretty simple.
You need effective ways to get your solution in front of your ideal customer, and Facebook can be an excellent platform for that, with the help of laser-focused Facebook ad targeting.
The Facebook family of apps -- Facebook, Instagram, Messenger, WhatsApp -- is a dominant force in people's online worlds.
With Facebook ads, you can connect with potential customers affordably. Of course, there are strategies and approaches will give a budding business a boost.
Here I'm going to share 5 powerful Facebook ads targeting techniques I've used to gain advantage in growing my businesses. You can do these, too, to reach your ideal customer and save a ton of cash.
But merely using the Facebook ad targeting options isn’t enough either. You also need a winning strategy.
If you want to experience what Facebook ad targeting can do for your company, here are five tricks that can help you engage customers for pennies on the dollar.
1. Inverted unicorn ad targeting trick
When most entrepreneurs target Facebook ads, they use the options to narrow down the audience.
However, the tendency is to use related interests.
In fact, the Facebook “suggestions” always show related interests, encouraging this behavior. You’ll see options that take a larger population segment and drill down into it, casting a narrower net within the same interest pool.
For example, if you sell marketing software, you might target people with “email marketing” as an interest.
If you go further and say that the pool should also focus on those with a marketing job, you’ve taken the "email marketing group" and cast a refined net by concentrating on a related idea.
It’s a conventional approach and can be effective. But what if you could do more?
The Inverted Unicorn Facebook ad targeting hack is the path less traveled. Instead of using a group of related interests, the Inverted Unicorn takes advantage of two completely unrelated interests.
With this approach, you might target people who like email marketing. Then, instead of going the traditional route, you veer off into the unrelated.
For example, you might narrow this pool based on people who like “Game of Thrones.”
But how can this lead to Facebook ad targeting success?
By creating an ad that aligns these two unexpected concepts.
Use “Game of Thrones” style images and statements to advertise that email marketing software to those users!
Why? Because when you do, what could have been a boring ad is now incredibly interesting to those people.
You get amazing engagement rates as a result. And you end up with significantly lower CPMs in comparison to the norm.
2. Web traffic bomb Facebook ad targeting trick
When you want to improve your standing on websites like Reddit or Medium, website traffic to your content and click rates impact that equation.
When an algorithm sees that your content is getting a ton of attention, it begins to place it more prominently in user feeds.
The algorithm assumes that your content is valuable and important, so it puts it in front of more people.
Facebook ads can generate the clicks you need, but you have to use the right approach in Facebook ad targeting.
You don’t need to target specific physical locations unless your content is only regionally relevant.
After all, it doesn’t really matter where the person clicking is located, just that they decide to click.
Since you are opening up to users who live in countries that aren’t as frequently targeted, your costs stay low.
Then, any other targeting can relate to the content your sharing.
3. Facebook ad remarketing
If your budget is particularly tight, remarketing needs to be your go-to strategy.
Advertising professionals often focus on converting people already in your funnel who have engaged with you before.
If people are visiting your website, for instance, run remarketing campaigns to reach them and convert the traffic into a valuable business outcome.
With the Facebook ad targeting technique known as remarketing, you focus on visitors who are most likely click again, users who’ve heard about you before, and have a preexisting brand affinity.
When you do, your CTR is dramatically higher.
Not only are they two to three times more likely to click again, but they are also two to three times more likely to convert.
On average, about 70 percent of your conversions come from your remarketing audience.
Considering that they are only about 10 percent of your ad spend on average, and you can see why this strategy is important.
4. Facebook Messenger ad trick
When you use Facebook Messenger ads, when a user clicks the call to action button of the ad, you send the traffic to a bot conversation in Facebook Messenger.
Why would you want to send users to Messenger? Well, for a few reasons.
First, when they click, you get their contact information and the ability to send follow-up messages, instantly. Businesses expand their contact list every time someone engages.
Second, the engagement is the highest of any digital channel today. Messenger is the communication platform with the best open rate.
Users flock to it, and they are already familiar with how it works.
Plus, the approach is conversational, which automatically makes it more interesting than most static ads that relay to a site.
Third, you can use the Messenger dialog for a ton of purposes.
Show a quick survey, handle event registrations, segment your audience to deliver relevant content, initiate automated drip campaigns, send users through your funnels; it’s all possible.
5. Facebook autoresponders lead capture trick
Facebook post autoresponders allow you to boost engagement organically and target users who express an active interest in your company.
This trick turns your Facebook commenters into a named lead in your contact list.
When a person comments on your post, they are engaging. That means they are a great target for further outreach.
With a Facebook post autoresponder, when they comment, they are re-engaged through Messenger automatically.
You create a Facebook bot response that aligns with the post, and the autoresponder sends it after every comment.
Essentially, it makes your marketing interactive and engaging. Your audience is able to actively participate, triggering the delivery of your content voluntarily.
And since it routes through Messenger, you are growing your contact list, and that’s incredibly valuable, too.
Next steps for Facebook Ads for entrepreneurs
Ultimately, all of the tips above can help entrepreneurs drive traffic, engage with potential customers, and boost conversions.
Plus, they make Facebook ads more effective and affordable, ensuring you get the most bang for your buck every step of the way.
Larry Kim is the CEO of MobileMonkey, the World's Best Facebook Messenger Marketing Platform and free chatbot builder. He's also founder of WordStream, Inc., the leading provider of Google Ads, Facebook Ads and keyword tools used by over a million marketers worldwide. The company employs over three hundred people and manages billions of dollars of ad spend on behalf of tens of thousands of customers. WordStream was acquired by Gannett for $150 million. Larry is ranked the #8 most popular author on Medium. He's a contributor to CNBC and Inc. Magazine. Key interests include: Chatbot Marketing, Google Ads, Facebook Ads, entrepreneurship and startups. He received Marketer of the Year awards from Search Engine Land, US Search Awards, and PPC Hero.