How to Reach More People Using Facebook Reach Ads
Facebook Ads are a great way to generate traffic. But that’s only one step. Give your marketing strategy a boost with the Reach objective.
Everything is digital now, including the bulk of your marketing campaign. And social media platforms are one of your strongest tools.
So you’ve incorporated Facebook Ads into your marketing strategy. But you aren’t seeing the numbers you wanted.
Placing Facebook Ads is just one piece of the puzzle. And it’s a very basic piece. If you want to get your ads in front of more people, you may have to alter your strategy.
Facebook Reach Ads are one way to target a responsive audience with Facebook advertising. Take a look at how to maximise your marketing campaigns using Reach.
What Is a Facebook Campaign Reach Objective?
When you create any Facebook ad campaign, your first step is to define an objective. Facebook then segments your target audience into different sections. They do it based on whether your audience is likely to perform the action you want or not.
Normally, your chosen objective aligns with your campaign goal. If you want to generate purchases or leads, you lead a Traffic campaign. Facebook then segments your target audience to show ads to people who have a history of clicking ad links.
However, the Reach objective is a little different.
Rather than narrowing down the scope of your search, you expand it. The goal with Reach is to reach as many people as possible – within your target.
But you have to use it wisely.
It works great if your target audience is small. It enables you to reach as many people as possible. And it also keeps your CPM low.
Don’t worry about potential ad fatigue. You can toggle the settings and set a frequency cap. That means that people won’t get tired of seeing your ads time after time and start ignoring them.
Setting up a Reach campaign is relatively simple. Just go to the Ads Manager from the main dashboard.
From there, choose “Create Campaign” and then “Quick Creation workflow.” And don’t forget to name your new campaign. Choose “Reach” from the campaign objective drop-down menu and you’re on your way.
Here are a few tips to keep in mind when creating your new Reach campaign:
Tip #1 – Your Audience Size and Budget
The key is to set a small budget – even if you can afford more. Remember that you want to target a small audience. If your budget is too high, you run the risk of ad fatigue in a short period of time.
Normally, you may use large budgets for conversion campaigns that target million. But Reach is a little different. You want to tap into those untouched niche audiences that may get lost in the crowd.
Tip #2 – Combat Ad Fatigue with Frequency Caps
Your campaign budget isn’t the only critical component to get the most out of your campaign. You also need to set the right frequency cap.
Frequency caps allow you to:
- Set the number of days that pass before target audience sees your ad again
- Number of impressions you want to serve
There’s no one way to set a frequency cap, though. It all depends on your audience temperature.
Generally, if you have a hot audience, consider lowering the number of days you set. The reason for this is because they’re already towards the end of the buying decision.
When in doubt, go the conservative route. The last thing you want to do is annoy this smaller audience by hitting them with the same ad over and over.
Tip #3 – Working with Different Audience Temperatures
Reach campaigns are generally better for small targeted audiences. So cold audiences aren’t your ideal temperature. But that doesn’t mean you can’t use them.
Most people have Conversions or Traffic objectives when working with cold audiences. This isn’t great for a Reach campaign. So, save those large scale objectives for a large scale campaign.
Instead, consider reaching out to a geographically constrained audience, like a local one. This strategy may work better with brick and mortar business. That way you can set up a location radius to pinpoint your target audience.
Otherwise, you may want to look into audiences with warmer temperatures.
Speaking of warmer temperatures, this campaign works well for small, warm audiences. But you need to set a small time duration window.
Hot audiences are the obvious winner in terms of Reach campaign success, though.
Target people who already visited your website. They’re more responsive because they know your business. And they tend to be a relatively small audience, too.
Tip #4 – Time-Sensitive Offer Promotions
There are different ways to use the magic of small target audiences for your marketing campaign. But one of the most useful is for time-sensitive offers.
Do you have a holiday promotion coming up?
You may already have a basic marketing campaign designed. Adding a Reach campaign can boost those results.
Using the Reach objective can get your ad in front of as many people as possible in a short time span.
Maybe you have potential leads that clicked on your ad before. Or maybe the target audience visits your pricing page but hasn’t bought anything yet.
A timely Reach campaign can spur this audience into action. And maybe taking advantage of a deal will finally be the deciding factor for them.
Extend Your Marketing Reach with Facebook Ads
Reach objective ads are a great way to engage more people. But not in the way that you may think.
Instead of going for sheer volume, Reach campaigns strive to pinpoint the select few.
Maybe you have a customer list that only visited your website but didn’t buy anything. Or maybe the user clicked on your ad once.
Normally, you would think of this audience as dead leads. But they may simply get lost in the crowd.
Show them special attention by creating targeted ads for this smaller audience.
Reach campaigns are relatively inexpensive and easy to add to your existing strategy. Just make sure that you use this tool the right way for maximum benefits.
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