If you want your Facebook ad to be effective, you’ve got to know your audience. Today we’ll give you some tips to building a Facebook audience that reaches the people most likely to respond to your ad.
Building an effective Facebook ad requires more than just an engaging image or a pithy headline. The effectiveness of an ad also depends on reaching the right audience. You want to make sure your ad is appearing in the Facebook feed of people most likely to come to your evangelistic event.
Here are some of the filters you can use when building a custom audience:
Geo-location
Facebook allows you to build an audience based on geo-location. If you’re promoting an evangelistic event, focusing on a targeted area will help you spend your dollars more wisely. Think about pairing demographic data with geo-location for added impact and a more targeted approach.
Demographics
Facebook makes targeting demographics easy. You can target your ads by gender or a particular age group, like millennials or seniors. This is a powerful tool to not only target your intended audience but to intentionally engage people who are more likely to register and attend your events.
Interests
You can also narrow your audience based on their interests. For example, you can target people who are interested in Bible prophecy, archaeology, or health and wellness. Now, the thing about targeting by interest is that people don’t have to have specifically liked this topic. Facebook knows users’ interests based on previous posts they interacted with, or links they clicked, or videos they liked. So interest-based targeting is actually a highly valuable filter you can use in building your audience.
Previous contact
The most powerful audience is one who already knows you, and today you can build a custom audience using email addresses. Make sure you’re collecting email addresses in your interest list and use that list to create a targeted audience when you promote your evangelistic events.
We Can Help
Here at SermonView Evangelism Marketing, we handle over a thousand campaigns every year, and many of those include Facebook advertising. Through this experience, we’ve developed Facebook audience criteria that includes prior attendees and others most likely to attend your next event. Our targeted audiences continue to yield better and better results as we add new data of registrants to our library.
When you’re doing a Facebook ad campaign, you should define your audience as narrowly as possible for maximum effectiveness. The result is that you’ll be able to reach the people most likely to respond to your offer, for the lowest cost.
If you’re not sure where to begin with building an audience, we’d love to help. We’ll work with you to set up a custom audience and an effective Facebook ad as part of your overall evangelism marketing strategy, so you’ll see more people at your next outreach event.