Facebook Ads for ecommerce: how to target your audience?
If you have an ecommerce , Facebook Ads is a great platform to make yourself known. Thanks to its large number of users and the data it has about them, Facebook allows you to reach the perfect audience for your campaigns to hit the mark.
Of course, your audience in Facebook Ads it will depend on your objectives and the moment of the funnel you are going to. Luckily, you have a lot of options to guide your campaigns, so let’s see what they are and how to make the most of them.
The 3 main types of audiences in Facebook Ads
Core audiences are audiences made from the data that Facebook has about users , including generic demographic data or specific, behaviors and interests (also broad or specific).
For example, if we have a shoe ecommerce, we could create the following audiences:
Fashion core audience: users interested in shoe categories, influencers, fashion magazines or blogs …
Core audience of the competition: users interested in brands and categories of shoes in a broad sense.
Core audience of footwear categories: footwear categories most related to our brand, websites and general fashion and footwear stores.
Core audiences are the broadest type of audience and most focused on attracting new users, so they are suitable in the early stages of the buyer journey.
If in core audiences it is Facebook who provides the data about users, here the opposite happens, since this type of audience is based on segmentations that we ourselves contribute the platform through our database, traffic to our website or interactions. Therefore, these are users who already know our brand and who are in more advanced stages of the conversion funnel.
Continuing with the previous example (shoe ecommerce), these are some of the custom audiences that We could define:
Remarketing of video views: audience created to return to impact users who have seen videos of our campaign.
Remarketing to add product to cart: to re-impact users who have added a product to the cart, but have not converted.
Remarketing to see product 3 times: to re-impact users who have seen 3 products of a category, but have not added them to the cart.
Lookalike Audiences (LAL)
This type of audience is created from a custom audience, making endo that Facebook select the users most similar to the people that make up this original audience . In this way, we are targeting users who have a lot in common with our brand’s followers or buyers and who therefore we believe have a better chance of converting. We can define different percentages, for example, the 1 or 5% of users most similar to the original audience.
Let’s see some examples:
LAL of current ecommerce buyers: users similar to the people who have bought our products.
LAL of the top 25% of ecommerce traffic: users similar to the top 25% of our ecommerce visitors.
LAL to see product: users similar to those who have seen a specific page or pages of our ecommerce.
Add to cart LAL: users similar to those who have added a product to their carts (we can specify a specific category if we are interested).
LAL of purchase of a product / category: users similar to those who have bought a product of a certain category in our ecommerce.
You can watch this video on how to segment in Facebook Ads:
5 print audiences expendable for your ecommerce
1) Visitors to your ecommerce
This Facebook Ads audience is made up of users who have visited your ecommerce website, but they have left without adding any products to your cart.
Users of this audience are potentially interested in your brand , but they are not ready to buy yet or they have found any barrier that prevents it. Therefore, you must target them to continue nurturing the relationship and moving towards conversion.
To correctly configure this audience, you must decide if you are interested in visitors to the entire website or only to certain pages, like this as the range of visit dates (for example, visitors during the last 14 days).
2) Abandoned carts
Abandoned carts are one of the star audiences for remarketing. These are the users who have visited your site and have added one or more products to the cart, but have not completed the purchase.
The strategy to follow for this audience is based on giving them that last push they need to become customers, for example by offering them a special discount or free shipping. In this way, we will be able to recover many of these users.
In principle, it is not very interesting to direct Facebook Ads campaigns to users that they just bought from you, since for the moment their need has been satisfied. However, you are interested in creating this audience for two reasons:
To exclude it of your campaigns and avoid wasting impressions on already converted users.
To use as a base to create Lookalike Audiences with users similar to your existing customers.
When deciding the date range of this audience, consider the life cycle of your products, since after a certain time it is likely that these users are ready to buy again.
4) Loyal buyers
This audience tells us It is interesting for the same reasons as the previous one, but it is even more specific: it is the users who have bought several times over a certain period.
In addition to using it for exclusion campaigns and Lookalike Audiences, this audience can also be used to launch special campaigns, for example, to promote subscriptions or complementary products.
5) High-value buyers
Finally, we reach the most specific audience and valued: buyers with a high customer lifecycle value, that is, the ones that generate the most benefits for your ecommerce . This audience is great for promoting your premium products and creating Lookalike Audiences with a high converting probability.