Targeting the right audience is one of the things that can make or break your Facebook ad and the only way you are really going to know if you have the right audience is through testing. Even when you have tested things can change. The audience you targeted last week with great success may now be super expensive because someone else with a bit to spend is also targeting them. Are you wondering what your Facebook ad audience is  up to?

Facebook works on a bidding system – so the cost of an audience will be affected by who is bidding in competition with you. The price for an audience will always fluctuate and it always useful to have a few audiences up your sleeve.

But you don’t want to completely ditch an audience that has done well for you in the past just because it isn’t working for you this week. Some investigating is in order to decide if the audience really isn’t working for you any more or whether something else is at play.

Investigating your Audience

There are two things to check out before you ditch that audience:

1. Who is launching that week. Are you targeting people who are interested in Amy Porterfield? Then first off, check if she is launching a new product or an event. If she is then it is very likely she is targeting her own audience and you are going to be bidding in competition with her. But also have a look around at who else is launching that week. Could they be targeting Amy Porterfield’s audience as well? Remember you aren’t trying to decipher their ad strategy but just work out if your audience is looking more expensive than usual for a reason.

2. What time of year is it? Advertising your sale just before Black Friday or Christmas is probably going to be expensive! And depending on your audience Mothers’ Day and Fathers’ Day may not be cheap either. For niche markets it could be other days or events you need to think about. If Apple is launching its new iPhone, there could be a lot of competition for people advertising iPhone covers.

It is also worth checking if last time you advertised to that audience was the ad running on the same day of the week. Sunday’s are often a cheaper day so check out what days people saw your ad. That doesn’t mean you should just run ads on Sundays just because on average it is a cheap day. I personally find Sundays don’t work very well for my audience – they are just not hanging out on Facebook on that day and so my ads are expensive on a Sunday. But maybe your ideal clients are big Facebook users on Sundays and it is the day for you to advertise.

There are some people who are always going to be expensive because there are so many people who want to target their audience. Think people like Tony Robbins. You are always going to be in competition with quite a few other advertisers to show your ad to Tony Robbins’ fans. That doesn’t mean you shouldn’t target them if they are your ideal clients but you should be aware it will most likely cost you more than other audiences and you want to put in extra effort in getting your ad perfect so it is appealing to your audience.

What can you do if your audience has become expensive?

If your audience has become more expensive you have three options:

1. Stop advertising to that audience for a week or two and then re try and see how it goes. This option works well if you are regularly advertising an evergreen product. It obviously isn’t going to work if you are doing a particular launch that week and need to have your ads out there.

2. Test out new audiences. If Amy Porterfield is having a launch then don’t use her as an audience interest. Start hunting around for other people and interests that are likely to come close to mimicking her. You can use the audience insight tool to help with this. It is very rare for someone to be the only big name in that niche. And often the big names have enough people in their custom audiences that they aren’t going bother targeting other people’s audiences.

3. Bear the extra cost. If you sell jewellery, then while your ads may be more expensive around Mothers’ Day it is also probably the time when people are going to be spending more. Facebook should only be part of your marketing strategy. Your Facebook ad might not convert directly but they see your ad and click through to your website to see what you have on offer, they then pop down to the store and decide they like your jewellery the most and head directly back to your website to buy – all because having an easy to navigate website with beautiful images was another part of your marketing strategy. This sale won’t show as a conversion on Facebook but your ad helped make the sale. The cost per conversion that Facebook tells you is a handy indicator of how things are going but it is only an indicator but not the whole story.

The secret to most things Facebook ads including audiences is testing, testing and then testing again! Use your Facebook statistics as a guide to what is working but make sure you it is not the only thing you use when making marketing decisions.

And if you are struggling to find the right audience, then book in for a Facebook ads untangle hour where we can talk about all things audience!

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