5 Audiences You Should Be Targeting With Facebook Ads

Make your ads more effective by finding new, relevant people and retargeting your existing customers.

Facebook ads are effective at building brand awareness and generating bookings. They provide trackable ROI as we are able to see exactly how many impressions an ad has accumulated and how many people have booked through your website after sighting the ad.

It is important to note that Facebook ads will be more effective when you target a relevant audience. We can group these audiences into two categories – new customers and retargeting audiences. New customers are those who have not interacted with our brand before and therefore ads act as an awareness piece. Retargeting audiences are our existing customers who we are trying to get repeat business from.

When creating ads, we want to ensure we have a good mix of audiences to find new customers and remind our existing customers to visit. Below we have listed the 5 types of audiences you should target with Facebook ads.

Retargeting Audiences

Website traffic
Website traffic refers to all the people who have visited your website in a certain period of time. How do we track this you might ask? Facebook generates a unique tracking pixel that sits in the back end of your website. There is a step-by-step process to get the code embedded, but it’s quite finicky and we often suggest leaving it to the professionals. We can assume these people are easier to convert since they are already aware of your brand.

Customer mail list
Your customer mail list is a powerful tool as these are people who have voluntarily signed up to receive your marking communications. It would only make sense that you are retargeting them with Facebook ads and encouraging them to book their next visit. We suggest uploading your new email contacts each month so you are targeting your newest customers who are just waiting to be spoken to.

Social engagement
Why let all your great Instagram engagement go to waste? These people who have engaged with your post by liking, commenting, or sharing with a friend can be retargeted through Facebook ads. Imagine this – You have just tagged your friend in a post and said, “We need to visit this place”. The next day you receive a Facebook ad inviting you to visit this restaurant with drool-worthy images of the food and an easy-access booking link. This is how you get conversions – relevance, relevance, relevance!

New Audiences

Geo-target
Facebook ads allow you to target people within a chosen radius of your restaurant. This is a great way to generate awareness for people who live or work in close proximity. We often find these people are easiest to convert since the content will be super relevant to the audience, e.g. if you live in Paddington and you receive an ad for a restaurant in the local area, you will be more likely to make a booking compared to a restaurant in Surry Hills where you need to travel to get there.

Lookalike audience
Once you have uploaded your customer mail list you will be able to create an audience of people with similar interests to your actual customers, e.g. foodies, wine drinkers, football watchers. This means you are creating a new audience of people who look exactly like your current customers.

We know from experience that Facebook ads can be tedious to set up and take time to manage your campaigns to perform at an optimal level. If you need support, reach out to our team of specialists – hello@darlingcrackles.com.au