How by means of targeted advertising reach cool result for commodity business. Get ready for an exciting trip, where you need to sort out huge amount of data, highlight the target audience, create gripping contents and a lot more. Promise, it will be interesting. And today we will share with you the key moments that will help you to customize effective targeted advertising at Facebook Ads.

Step 1. Creating a communicative strategy

This is one of the most time-consuming process, but it cannot be omitted. The set goal cannot be reached, if you don’t know who and why you need to sell the product, right? That’s why you need to develop strategy, working step by step.

1. Setting goals

It is clear that we are striving for sales. This is the ultimate goal. But here you also need to identify clear KPIs that will be used to measure performance. By focusing on them, you will have a clear vision of where to go next.

2. Analyzing rivals

Look what are they doing, what are their weak and strong sides, Analyze their strategy and positions. You can find some hints how to stand out from everyone else and don’t do the same mistakes.

3. Analyzing current position

In order to understand where we are going and what results we are trying to achieve, we need to define where we are now. So, during the development of strategy we cannot leave out the analysis of the enterprise’s current position.

4. Highlighting target audience

How does your ideal customer look like? What do they want? What problems and fears do they have? You need to do a research in order to define target audience and to create advertising for them in the future.

5. Creating CJM

Customer journey map reflect the way customer do from the first meeting with the product until the purchase. At every stage there should be its own triggers and offers. You need to take notes what customer do at every step during the interaction with the brand. Knowing this, it would be easier to create content and work with the audience, because you offers will consort with customers needs.

6. Creating creative concept

You need to find that specialty and “your things” that will distinguish your goods from all other similar goods on the market. Here you need to work carefully with the mission and the vision of the brand, for whom and why is it existing.

7. Creating visual and creative grid

Visual side of creativity should correspond with the corporate style of the brand. If it’s easily seen in all communication channels (advertising, social media, internet stores), then chances to catch the attention of the user is much higher.

Next, you need to form a grid of creatives to compare them with each other, analyze them, and choose working options. Creating creatives should be done responsibly, as they should interest people so that they perform the targeted action.

8. Structuring the events

The main thing here is to show a person the right advertisement at the right time. If they interacted with us in the last 14 days, we will remind them about this and convince to make a purchase. If a person visited the site two months ago, you need to remind them of our existence and offer several products to choose from. This approach allows you to structure advertising campaigns and audiences.

Step 2. Installing Facebook Pixel

Why is it needed? In order not to be limited to working with a cold audience. We need to collect those who have already interacted with the brand and motivate them to take further action.

Step 3. Working with the audience

After receiving the information collected by the Facebook Pixel, we create different audiences. Conventionally, campaigns can be divided into two types:

• Prospective is the advertising for those who have never interacted with our product before;
• Retargeting is repeated advertising to people who have already interacted with the product. This audience is considered the most demanded.

Each of these types have users who are more likely and less likely to make a purchase. When launching advertising, you need to prioritize active customers, and then move to a cold audience.

So, we already have the detailed strategy and selected audiences to work with. All that remains is to test, analyze the results and make changes to achieve the highest efficiency.