Audiența personalizată sau Custom Audience este o adevărată ”bombă” pentru a obține rezultate concrete cu publicitatea pe Facebook. Îți permite să ajungi la persoane bine profilate, care într-o oarecare măsură cunosc deja produsul sau serviciul tău.
Dacă este utilizat în mod inteligent, audiența personalizată poate reduce considerabil costul pe rezultat și pot crește posibilitatea de a vinde sau de a colecta mai multe lead-uri.
Într-o campanie realizată de noi pentru un client din sectorul energetic, publicitatea adresată unor segmente personalizate de public au redus CPA-ul cu până la 65%.
Dar hai să vedem mai bine despre ce e vorba
Audiența Personalizată este un grup de utilizatori la care poți ajunge prin publicitatea Facebook, care au intrat deja în contact cu afacerea ta, cu produsul sau serviciul tău și știu deja de tine. Acest public se creează cu date pe care le furnizezi tu (le încarci pe Facebook) sau cu date pe care Facebook le colectează.
Tipurile de Audiența Personalizat pe care le putem crea sunt:
Dacă vrei să începi să creezi o audiență personalizată, vezi pagina de ajuto aici
Cred că, de cele mai multe ori când te gândești la o campanie publicitară, dincolo de fanii tăi, din publicul țintă fac parte și persoane pe care le profilezi prin caracteristici demografice, interese și comportamente.
Probabil, din încercările de până acum ai înțelescă, deși e foarte simplu să mai acumulezi un ”Like” la pagină, e tot mai dificil sau costisitor să atingi alte obiective de conversie mai concrete, cum ar fi înscrierea în newsletter sau o achiziție, mai ales dacă vinzi un produs sau serviciu care nu intră la categoria de achiziții impulsive. Asta se întâmplă atunci când acțiunea pe care ți-o dorești din partea publicului implică o cunoaștere mai bună a brandului tău, o afinitate cu produsul sau serviciul tău și o mai mare încredere în afacerea ta.
Acesta e și motivul principal pentru care noi, ca marketeri, ne concentrăm tot mai mult pe lead generation pentru a colecta contacte și pentru a duce, în timp, utilizatorul către achiziție.
Audiențele personalizate îți permit să eviți obstacolele din faza de ”acum îți descopăr afacerea” și te ajută să ajungi tocmai la cele care te cunosc deja, dar te ajută și să le segmentezi cât mai exact, în funcție de activitatea lor (pe Facebook, pe site, pe Instagram, și în funcție de preferințe.
În acest fel te vei apropia tot ami mult de obiectivul Facebook (care ar trebui să fie și obiectivul tău), adică
să transmiți mesajul potrivit, persoanei potrivite, la momentul potrivit.
Atunci când vizitezi o anumită categorie pe un magazin online, vei începe să vezi reclame cu produsele din acea categorie. Dacă ai vizitat acea secțiune înseamnă că îți plac acele produse sau cel puțin te interesează.
Atunci când ceri informații despre un anumit serviciu, dar până în prezent nu l-ai achiziționat, vei fi targetat cu reclame care îți vor prezenta fel și fel de oferte pentru cursuri asemănătoare.
Datele clienților și potențialilor clienți sunt una din cele mai importante resurse pe care le poate avea o afacere. Îți permit să cunoști persoanele care pot achiziționa de la tine, dar îți și dau posibilitatea să ajungi mai ușor la ei, din nou și din nou.
De exemplu, ia în considerare lista de persoane care s-au înscris la newsletter (și sper să ai o astfel de listă), persoane care ți-au cerut informații, persoane care au descărcat un lead magnet, clienți, etc, pentru:
Cu toate acestea, să iei în considerare faptul că aceste liste dau rezultate tot mai bune în funcție de cât de bine sunt segmentate.
Este foarte important să eviți să cumperi liste de lead-uri sau să te folosești de liste de emailuri descărcate de pe internet. În afară de faptul că vei cheltui banii degeaba, riști să nu ai niciun rezultat.
Lead generation făcut corect este cel mai bun instrument pe care te poți baza.
Una din cele mai bune investiții pe care le poți face pentru a avea rezultate rapide și concrete este în campanii targetate pe persoanele care au vizitat site-ul tău, dar nu s-au transformat în clienți (ex. nu au cerut informații, nu au completat niciun formular de contact, nu au achiziționat de la tine sau au început procesul de achiziționare, dar nu l-au dus la bun sfârșit, etc)
În acest caz, utilizarea de Audiențe Personalizate poate fi foarte utilă pentru:
Acestea sunt cele mai simple segmente, dar poți crea și audiențe mai avansate, de exemplu formate din persoane care au petrecut mai mult timp pe site, care au vizitat anumite pagini sau care au vizitat un anumit număr de pagini sau le-au vizualizat până la un anumit punct.
Bineînțeles, nu toate Audiențele personalizate au aceeași valoare. Gândește-te la diferența dintre persoanele care au dat like paginii și cele care au vizualizat un anumit număr de pagini pe site-ul tău. În funcție de acestea poți înțelege nivelul relației pe care aceste persoane o au cu afacerea ta, cu brandul tău și poți acționa în consecință cu mesaje, pârghii și oferte.
Îți poți îmbunătăți performanțele cu ajutorul acestor segmente, în special pentru că:
Îți recomandăm să utilizezi cât mai repede acest instrument, care îți permite să atingi rezultate mai bune cu publicitatea pe Facebook, iar, dacă la finalul acestui articol crezi că încă îți este dificil să faci publicitate pe Facebook cu o Audiență Personalizată, lasă-ne un mesaj completând formularul de mai jos.
Ne poți scrie și dacă vrei să ne dai un feedback sau doar să ne saluți.
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