15 January 2018
features like "custom audiences” make Facebook Ads the best social tool to
reach a targeted audience. Many dealers try to leverage the custom audiences
feature, but find it challenging to get real results.
are 5 reasons why.
Reason 1: Custom Audiences’
basic new custom audience isn’t enough to target the right set of prospects. Don’t
stop with the most-targeted lists. Take help from Google Analytics to find specific
demographics, interests, and intents of the potential audiences.
Reason 2: Overlooking the Custom
Audience Sales Funnel
ignore the custom audience funnel, which is similar to the marketing sales funnel
- driving traffic, converting traffic into leads, and leads into sales.
clear understanding of prospect behavior in the funnel will help in customizing
your ad content.
Reason 3: Targeting Only Basic
only basic demographic data is another reason why your custom audience is not
delivering. But, it isn’t sufficient either. GO beyond basic demographic data
like age, gender, and common roles in their business.
detailed personas of your prospective buyers by model, and use the information
to precisely target your audience, if you are looking to improve your sales.
Reason 4: Not Using Interests
interests and exclusions is another reason for the failure of custom audience
targeting. From over 33 million, you can narrow down to a few thousands by
considering interests and exclusions. The more specific your custom audience
is, the better your conversions.
instance, if you are marketing Honda cars, then you should target not just an audience
who has shown interest in this brand, but segmented audiences by each model
which you wish to actively promote, and, exclude others from the list.
Failing Custom Audience
Reason 5: Short Recency Window
is the best way of marketing to your website visitors. If you target a laser-specific custom audience, you will not
only get leads but also can expect above average conversions.
custom audience remarketing fails due to a default 30-day cookie window. It
takes the targeted audience much more time than 30-days to move further down the
custom audience funnel. Increase the scale from 30-90 days for better results.
can also carry out A/B testing with the alteration in the cookie window.For
more information on how to make your Facebook Custom Audience work to improve
car sales, Contact Us.