Personalization in Facebook

Personalization in Facebook

Personalization and Facebook go hand in hand. Facebook uniquely exists as a space for community, exploring identity, and expressing specific interests. These characteristics can help your brand resonate with consumers for the best reasons—or the worst. 

Authenticity is a significant factor in Facebook advertising success. If a brand doesn’t genuinely speak to its audience, it’ll become another post to scroll past. Personalized ads inject your brand into the lives and feeds of your audience. But the lessons that go into those efforts shouldn’t end with the ad.

Credible personalization must carry through to the landing page for marketers to impact their ROAS goals. But knowing how to translate these strategies from the pre-click experience to the post-click experience can be another challenge, so we’re here to explore some starting points. 

Personalization Data

Facebook’s consumer-centric targeting tools allow for more precision. Brands can leverage these tools to cater to their segments and business goals.

These tools help with targeting your ads and defining the audiences you want to reach. But the data is about more than keywords and interests—it’s stories and elements of your brand’s personality that define why your audience cares about your service or product.

Use all available information to identify, single out, and activate precise audience segments. For each segment you describe, you can create personas that serve as the foundation for your landing page strategies.

Facebook allows you to leverage wide-ranging data.

  • Demographics (e.g., age, gender, income)
  • Psychographics (e.g., values, attitudes, interests)
  • Firmographics (e.g., company, industry, title)
  • Geographics (e.g., city, state, country)
  • Behavioral (e.g., page views, downloads, signups)
  • Interests and Intent

Don’t lean too heavily on one dataset over the other. Strike a balance between using wide criteria like location, interest, demographics, and more precise data such as past purchases and psychographics.

Wider criteria will give you larger target segments, and subsequently higher reach and lower costs. But broad criteria will also result in lower-quality leads that won’t match up with your target audience.

Leading brands always incorporate these types of segments to push the general value of their goods and services to the public. Consider this slew of ads from McDonald’s focusing on the value of their offers.

McDonald ad example 1
McDonald ad example 2
McDonald ad example 3

These ads don’t focus on anything too specific or niche. They reach an audience who cares about value, quantity, and tangible propositions. They cast a wide net that might not generate high conversions, but will accomplish a broader reach.

Segments built with precise data may generate higher-quality leads but are often more expensive and have a smaller reach.

Amazon Prime has a whole business segment dedicated to this type of segmented marketing. 

Amazon Prime ad 1
Amazon Prime ad 2
Amazon Prime ad 3

These ads use clear-cut wording and language to speak directly to a specific audience segment. Some ads even deploy popular trends and audience interests such as Twitter, meme culture, and emojis. These ads demonstrate an understanding of the audience and even try to present their messaging as a post from a contemporary of their community to stand out.

Use your Facebook ad campaign to develop personas around your audience segments and use that to speak authentically to them. With personalized data, you can build ads around unique elements that draw interest from these personas.

Audience development 

Now, you need to find a way to use this data to create a character for each story that carries from your ad to your landing page. Take these steps to build a refined audience:

  1. Narrow down your audience segments.
    Focusing on the specifics of one micro-audience will yield much better results than trying to resonate with a widely cast net of data.
  2. Use wider data to build social context.
    Location and demographics are excellent elements to remember when creating a voice and tone that feel native to the audience.
  3. Leverage precise data to target intrinsic features of your audience.
    Psychographics can help you identify an audience’s core values and illustrate a path to their pain points that feels natural and unforced.

Relevancy

Relevancy plays a vital role in how Facebook decides to deliver ads.

A Relevance score is a calculation of the positive and negative feedback an ad receives from its target audience. Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc. The more times people hide or report an ad, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score keeps changing as people interact and provide feedback on the ad.

Why relevance score matters:

  • It can lower the cost of reaching people. 
  • It can help advertisers test ad creative options before running a campaign. 
  • It can help optimize campaigns already in progress. 

The first obstacle to relevance score is that most people on Facebook don’t want to see advertisements that aren’t relevant to their lives, so naturally they hide or report annoying ads to remove them from their feed.

Here’s where personalization begins to make an impact. Ads that feel in line with an audience’s personality or interests are less likely to stand out as unsolicited advertising. It helps to remember two other aspects of personalization: intent and relevancy.

  • Intent is all about knowing where your audience is coming across an ad. Facebook is a separate platform from Google, and consumers are thus in a different state of mind. Your ad and landing page need to reflect that.
  • Relevancy is about understanding what makes your offer a good fit for the audience. Why would a traveling salesperson be interested in your massage chair, versus why a remote at-home professional might be? These unique angles go a long way toward keeping your audience invested in your campaign narrative.

But the ad is only one part of an entire experience, and ultimately, the complete encounter will define an audience’s response to your ad.

Quality experiences

On your landing page, you have an opportunity to build a quality experience from end to end. Yes, the consumer clicked your ad because they had an interest, but now you must deliver on the promises you made.

Here are the two factors to understand.

  1. Ad-to-page relevancy is vital to your Facebook ads’ success.
    If your ad is overselling an experience, a consumer will remember that and carry those negative connotations with your brand beyond that one ad. 
  2. Your Facebook ads are only a click away from your social presence.
    Being a single click away from the community you’ve built is either an exciting opportunity or a potential risk to your reputation. It all depends on the experiences you deliver.

Measuring your audience and defining growth   from McDonald’s focusing Measuring your audience and defining growth  

Every experience you deliver with your Facebook campaigns creates an opportunity that continues beyond that one campaign. It’s impossible to overstate this point—Facebook is about community and personal interests.

Users coming across an ad on Google are much more focused on short-term results—they’re looking for answers, and they want them now. Facebook is a place of leisure and connection, where consumers are looking to expand their interests, relationships, and lifestyle.

These characteristics create the need for a fluid Facebook presence—paid and organic.

Your Facebook audience isn’t static, so why should your strategies be? Your consumers are growing—constantly influenced by new trends, interests, and desires. Marketing teams that keep up with this growth have a significant opportunity to make a long-term impact on their business goals. But to do this, they need to continually measure their success with their audiences, and take advantage of their achieved results to reach new audiences.

Facebook provides a fully equipped set of targeting tools to help you define these goals with your ads. Audience Selection Tools let you reach consumers who are more likely to be interested in your business. They include:

  • Core Audience helps you reach consumers based on the information shared in their profiles
  • Custom Audience helps you reach and retarget valuable consumers you already know
  • Lookalike Audience targets consumers who resemble your best customers

These are powerful tools in the pre-click stage of your funnel. But to bring home the impact, you need to test and optimize your audience data in the post-click experience as well.

  1. Audience optimization will help you improve engagement.
    Measuring what resonates and doesn’t land with your audience segments is valuable to refining your strategies. The value only rises as you proceed with an audience or try to define new ones.
  2. Different audiences require various conversion catalysts.
    Purchase decisions can have unique formulas depending on the audience. Go into each segment with a hypothesis about what triggers a conversion for that audience, and set your testing parameters early on.
  3. Look for new opportunities to challenge your audience data.
    Continually test to glean insights that can help you have an impact as your efforts scale, which will improve your opportunities for growth and fuel long-term success.

Landing pages provide a simple, effective solution to optimize these experiences. But implementing a post-click strategy that can improve performance can prove challenging without the right tools and partners. 

Discover how to personalize at scale

Personalization in the pre-click stage has risen to an essential strategy for marketers over the past two decades. The tools and insights available to help marketers enhance their personalization at that stage of the marketing funnel has increased dramatically. But now is the time for that level of personalization to exist throughout the entire funnel. A focus on personalization impacts your ability to optimize the entire experience of your ad campaigns and achieve even more success. 

Postclick helps marketers enhance their personalization efforts with the same level of scale and insight on the conversion side of the funnel. Our Advertising Conversion CloudTM is the first of its kind, using automation to track and test your personalization efforts, plus machine learning to analyze your audience and enhance your insights.
Schedule a conversion health analysis with our experts to pinpoint opportunities to enhance your ad campaigns’ personalization. Request a free conversion analysis here.

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