Always stress on leveraging Assets which you’ve built by facebook advertising. Here are top 3 things, I work on:
1. People who visited campaign page
2. People who purchased
3. People who engaged on your FB Page or Post from which you are doing ads
Today we will talk about the 3rd point. When we got an idea – we’ve created a FB page around that niche & started doing ads (page post photo ad). We’ve got around 50k engagement on a specific page post, however, only 3k audience visited the campaign page. Others just liked the post and left. When someone likes the post, high chances that he might be interested in the product or information related to that niche. But the timing of the ad was not right. Earlier we had no option on reaching back the people who engaged on the page but didn’t visit the website.
Facebook have started offering this feature ‘Create Audience – Engagement on Facebook Page’. Now you can capture the audience who engaged with the content of your page (ad/ post/ like/ comment/ share etc). And trust me – this is a goldmine if you are working on a passionate niche.
Here is how you create this audience:
Go to Audiences –> Create Audience — > Custom Audience –> Engagement on Facebook — > Page — > Everyone who engaged with your page –> Create.
Attached is the screenshot of an experiment which we did targeting people who engaged with the page but didn’t make the purchase. Results were pretty good. We’ve got 370 conversions around INR 90 each (Tees @ 599, Hoodies @ 1199). Just for information, we’ve got the first 150 conversions at INR 50 each. We’ve tested targeting ads to the people who engaged on facebook but didn’t purchase for various niches. Every time results surprised us with brilliant conversion costs.
If you’re targeting specific niche – always create a page related to the niche/ post relevant content related to the niche & keep the audience engaged with your content. It only takes 15 mins of time a week to start with.