Social media serves as the medium to connect brands to the audience directly. Facebook Insights sheds a wealth of information about the audience or the people on Facebook to help advertisers display relevant ads that resonate with the audience.
Facebook is the most popular platform for advertising – with 97% of B2C and 89% of B2B marketers targeting the platform to meet their audience. By understanding how to leverage the Insights tool, brands would see a massive 64.83% decrease in their advertising costs.
Why is Insights essential for your campaign?
The Insights page holds a summary of data regarding your page – the actions, views, previews, reach, likes, responsiveness, engagement, likes, followers, and more. It allows you to hold a comprehensive view of the page performance. The most important, insightful part is the detailed overview of each metric. There is a plethora of data that helps ad managers and marketers maximize their reach on Facebook. We have discussed the data sets that will prove useful in your ad campaign to simplify your process.
- Optimize the Profile of Buyer Personas
Who is your target audience? You would have come across the term “buyer persona” by now. It defines all the audience who hold potential interest in your brand. Insights can help you supplement the existing buyer persona with interest and demographic data. It helps you not just to precisely target your ad campaign but across marketing approaches.
2. Collaborate with the Other Favourite Brands
Collaborative Campaigns of your user’s favorite brands are a powerful way of connecting with them further and improving the reach comprehensively, overlapping the brand’s reach. The insights allow you to find the top pages your connections appreciate. You can filter the brands that tie in some way with your ad and content.
3. Segmentation based on Demographic Data
While examining the many available categories of demographic data, you would notice that a particular category stands out. It might be the age, gender, job title, or relationship status.
You can pick out the largest segment of the category to use them as a separate audience to create a customized ad that resonates better with the audience. The idea is to provide a personalized journey for the audience, achieve higher engagement, and generate better ROIs. These ads can be run on a lower budget using Facebook automation ads to control the budget and repurpose the ad as a post to compare.
4. Segmentation based on Location
You can segment another set of audiences based on geographical location.
You can pick the notable portion of the location – be it a city or a state, create an audience to generate tailor-made content for these stand-out locations. Referencing your ads to specify the particular locality can help you stand out in the newsfeed.
5. Optimize based on Device
You can deduce the type of device the brand audience uses to access Facebook. Although the result will most likely lean towards mobile phones than desktop, it is essential to incorporate that into your ad campaigns.
While running ads that drive your audience to your website, ensure that it is mobile-friendly, fast, and designed for seamless conversion. Another option is to choose a segment for mobile devices and drive them to a landing page dedicated to improving the conversion rate. The refined targeting and segments help you tailor and optimize your buyer personas. By understanding them vividly, you can create content that aligns with their interest and goals. Always plan and look for insights before you begin an ad campaign. You might always find unexplored opportunities that might make all the difference.
