Today, Facebook advertising is a part of every marketing budget and, thanks to its many features, is one of the most widely used channels for promoting products and services. In addition to finding new customers, it is possible to target ads to existing customers.
Facebook advertising for existing customers
It is possible to create a list of people who are already customers of your company and target them with specific messages, such as a loyalty discount campaign. A customer list can be easily copy-pasted into Facebook, making it particularly convenient.
A few important points to keep in mind when creating a list
- Facebook accepts up to 3 email addresses per user
- Phone numbers must include a country code.
- Facebook accepts 18 different date of birth formats
Read more about what to consider when creating the file
As a particularly convenient option, Facebook offers the ability to import user email addresses from Mailchimp. You only need to log in with your username and password.
After importing, Facebook matches existing phone numbers and email addresses to find a match—this takes a little time, and you will certainly be notified of its success.
Facebook advertising for customers who have visited your website
One of the most important and powerful tools Facebook provides to advertisers is the Facebook Pixel. This is a piece of code that every website owner should install on their site. Add the Pixel to your site even if you do not plan to start paid advertising on Facebook yet—it can still collect data. The Pixel allows you to create different customer groups based on who has visited your website.
Furthermore, you can create lists of people who have visited a specific part of your website—a product page, services page, etc. You can target those who have spent a certain amount of time on the site, made a purchase, or added a product to their shopping cart. Would you like to receive a reminder about your unfinished purchase via Facebook?
Today, Facebook Pixel users also see quite good analytics on Facebook. In addition to user demographics such as location, age, and gender, it is possible to see information regarding sales turnover and purchases. You can create sales funnels and analyze various events on the website (adding a product to the cart, page views, searches on the site, etc.).
Facebook advertising for people similar to your customers.
As another option, you can grow your existing customer base by finding people with “similar” interests (Lookalike audience). You can find people with similar interests among website visitors (requires the Pixel on the site), from an uploaded customer list, and also from those who like your Facebook page. New people are matched based on both their demographic data and their interests.
During the list creation process, you can also choose the size of the new Lookalike audience—either a smaller but more similar audience, which may lead to better results when advertising, or a larger audience, which potentially increases ad reach but decreases audience similarity. Generally, an audience size of 1,000 to 50,000 people is recommended.
Precisely targeted personal advertising is more pleasant for viewers and more cost-effective for your marketing budget. If you need help creating ads or installing the Pixel, please contact me.
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