Increase the number of subscribers in social networks now want everyone who does business.
Imagine that you have invested $ 3 million in advertisements on Facebook. Not in the house, not in the car, not even in the yacht.
Companies tend to grow at a tremendous rate, and investing such an amount ($ 3 million!), And sometimes more, on advertising on social networks has long been uncommon.
By the way, here’s more information on how much is advertising on Facebook?
But before you invest in an advertising campaign and try to increase the number of subscribers, you need to know how to properly use budgets so that the money does not “fly into the pipe.”
This means that you need to know your target audience very well in order for the advertising campaign to be successful.
Let’s now take a closer look at this.
Lookalike (similar) audience to increase the number of subscribers.
When you are looking for new customers, their quality is definitely very important to you.
If you spend money on advertising for an audience that is not interested in your product (for example, showing high heels to men), this will definitely lead to “draining budgets”. Getting quality leads can be difficult if you don’t know where to look for the right audience.
Audience Lookalike is an audience that is created by Facebook and is similar to the one you need. Advertising is shown only to those to whom it will be interesting.
This will help you increase the number of subscribers and target ads to the right user, because Facebook users at Lookalike have the same interests and demographic similarities with the original (already known to you) audience.
For example, if your target audience is girls aged 18-32 who are interested in technology, games, applications, and business, the Lookalike audience will find girls of the same age, with the same interests, and with the same features.
and will help you create ads on Facebook.
If you want to increase site traffic and increase brand awareness, you can create Lookalike from the general group of users who visited your Facebook page.
If you are planning to convert paid conversions, consider creating an audience of people who have repeatedly made purchases and are already loyal to your product .
Regardless of your KPI, Facebook recommends that your initial audience be between 1,000 and 50,000 users for the best Lookalike results.
The amount of data in your initial audience will affect the results of your Lookalike audience’s campaign.
For example, a Lookalike audience is all customers who made a purchase. Most likely, we know less about it than about the one that has ever been transferred to your site.
But sometimes some specific data is more important to us than an abundance of general information about the user (if we sell irons, the people who are interested in them are important to us, and it’s not so important how old they are, is it logical?)
The size of your Lookalike audience will affect the size and quality of your coverage.
If you create a large audience Lookalike, you will attract more people, but the new audience may not fully fully meet the same characteristics that your original audience had.
If you create a smaller audience, Lookalike limits the number of people you are targeting ads on, but guarantees that the new audience will be very similar to the original one.
You also need a strong e-mail newsletter, which allows you to personally communicate with potential customers, collect behavioral data for advertising campaigns and find out information about new potential customers.
With these tools you can create great quality leads that fit your advertising goals.
Here are three ways to help create a Lookalike audience once you start advertising your product on Facebook.
№1. Creating an audience of loyal users to increase the number of subscribers
Do not reinvent the wheel. If you already have a Facebook page that is popular among users, then consider the “warm” audience ready.
People who actively like publications or / and comment on your posts are interested in your product! This group is an excellent choice for Lookalike, as the quality of the original audience has already been considered confirmed.
If you are sure that your subscribers are interested in the product, you can be sure that a group with similar characteristics will also like your product.
How it’s done:
- Create your own audience based on Facebook users who are already subscribed to your Facebook page. To do this, go to Ads Manager => Audiences => Create a similar audience
- Create a Lookalike audience based on the original audience (existing subscribers).
- Select the countries or regions in which you want to find people for your Lookalike audience.
- As well as the size of the audience Lookalike as a percentage of the population of selected regions.
This way is a great opportunity to reach a whole group of new Facebook users who don’t know about you and your product yet, but they have similar characteristics to those who are already loyal to your product.
This way you can easily increase the number of subscribers to your page.
№2. Increase the number of subscribers using the audience from the e-mail newsletter.
Even if you are already familiar with marketing on Facebook, you probably don’t know that your e-mail strategy and Lookalike audience can work together.
You can read more: The strategy of increasing sales through the newsletter.
Your email list can serve as customer information.
These people (who are found by the system) already know about your company, and they probably already liked, commented on your posts with products, that is, one way or another, they showed interest.
Creating this Lookalike audience based on your mailing list is very similar to creating Lookalike from your original Facebook user group:
- Combine contact information in an email. Create an audience from this contact list.
The audience from the contact list is called the standard user audience. Facebook will match user accounts based on contact information. To do this, instead of a similar, create an individualized auditor.
- Next, select the file with customer data
- Create a Lookalike audience and select your own audience from the newsletter as the original group.
- Select target geographic regions.
- Select a group size Lookalike.
The process of creating an audience Lookalike is simple. But you need to pay a lot of attention to the original group.
If your mailing list consists of loyal users who are already buying goods from you or are actively interested in them, set up targeting to a new audience that is similar to the original one. Then you have every chance to make a good profit from your ads.
Number 3. Create hyper-targeted ads for small audiences to increase the number of subscribers.
One of the advantages of Lookalike audience is that there are many different ways to achieve the goal. You will not know what is best for your company and your target audience until you try it on several different audiences.
Then gradually improve your strategy, choose the right audience, which will give you the most conversions with the lowest CPC.
When your audience is united by some common features, it is important to use a common message in an advertisement (for example, they are interested in irons).
When you target a group of people with more specific characteristics (interested in Philips red irons, for example), you have a more specific audience, Lookalike.
Both types have pros and cons, experiment. That is, either the users whose preferences you know for sure, or just people who are interested in the product (irons, no matter what).
Creating different ad campaigns for one type of user is one of the best ways to make your ads attractive and effective.
Test different types of audiences by creating a Lookalike audience from segmented groups on your mailing list.
The data you collect on your mailing list can provide you with information to separate potential customers into specific customers. You can target them using personalized ads.
How it’s done:
You can also create groups based on how customers interact with your content via email.
- To do this, go to the Saved audience section.
- After you have created your own less targeted and more targeted groups of potential customers from your mailing list, create your own audiences from each of these groups.
- Create separate Lookalike audiences with each of these small groups as a source group. Select geographic regions to target and the size of each Lookalike audience.
This will help you understand what is best for different types of potential customers in order to create an advertising strategy that pushes all your potential customers to concrete actions.
Use to increase the number of subscribers.
Advertising for leads allows people to fill out a form faster, and companies get new customers. (But all these moments, perhaps, are worthy of separate articles)
Your new arsenal of Lookalike Audiences will increase the number of views. The most important last step is to complete the ad loop and make sure that you upload new data to your email system so that you can stay connected.
Facebook made life easier for us. If you target your Lookalike audience to top ads, people will be asked to fill out contact information without redirecting to another site.
They stay where they were, without much fuss (conveniently, you see), and Facebook can even help auto-fill information for the user.
This allows you to quickly and accurately share your contact information.
Managing all of this new contact information in your email means that you can not only keep in touch with your customers, but also know more about them.
And in the end get new quality leads. And your page as a result will be able to qualitatively increase the number of subscribers.
The ability to collect behavioral data and create detailed customer profiles helps to collect more specific information about the customer and create the best possible audience for Lookalike.
Aim for excellent quality and try to target ads to those people who really need your product.
In this way, you will attract interested customers, and customers will receive the product in which they are interested.
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PPS The article is translated on the basis .