Compared with the common search bidding ads, social media ads have been criticized for attracting users who are not willing to buy, spending money to attract people who are not immediately buying, most of them are the type to come in and hang out. So, while a single spot click is cheaper than Google ads, ROI usually doesn't necessarily satisfy advertisers.

This phenomenon is not surprising, social and search, both of which have their own swings, whether it's Google search bidding ads, Facebook social bidding ads, for foreign exporters and cross-border e-commerce,Both types of advertising are valuable, search ads catch is strong purpose, direct purchase of this part of the user, this part of the population is basically a fixed number, the monthly keyword search volume is the ceiling.

And social advertising, spread out a wider range, it is in accordance with macro population data to circle the scope of advertising display, covering a small number of people hundreds of thousands, many tens of millions of people, belong to stimulate demand, activate the role of potential customer groups, on propaganda, word-of-mouth, activities and other socialized dissemination, play a detonation, a stone to stir up a thousand waves of the form of transmission.

Search ads are relatively simple, put keywords directly can wait for users to go to the door, but social media ads, delivery and settings, it is not simple:

I mentioned it onceThe success or failure of social media advertising, the focus is on audience targeting, the more accurate the targeting, matching, the higher the relevance, the better the advertising performance.So, before we run ads, the key thing is to target your audience accurately. The usual age, interest, country, etc. settings are omitted, and I'll introduce the advanced options, the Custom Audience section, and how it works.

Custom audience, let us choose who to see ads, it can be the last 30 days of your site visitors, can be 30 days to add a shopping cart, but did not buy this part of the user population, or even your mail marketing, within 30 days received but did not open your mail this part of the crowd, or open but did not click on one of the links ... It can also be that facebook's existing fan base in several of your peers, or similar groups that are very close to their fan base (we'll focus on this similar group, Lookalike Audience below).

When you determine the range of one or more people, customize your ideal audience, and then run your ads accordingly, the effect is undoubtedly faster than the spread of the internet. Realize saving money, save time, the effect is obvious.

The implementation steps are approximately divided into three steps:

1. Find out among foreign counterparts, find out which Facebook does a better job of 3 to 5 enterprises, their Facebook fan base to implement data mining work, through dialysis peer fan population data, find out the relatively concentrated several countries, choose the top priority countries, and then do similar audience data expansion. For example, if you dig up more fan data from the United States, the United Kingdom, Brazil, then take the group data from these countries separately, upload it to the Facebook advertising platform, generate the corresponding "crowd-like" new data, generate "similar people in the United States", "similar people in the United Kingdom" and "similar people in Brazil", and in the Facebook ad background to circle them, as a custom audience for you, and name them separately. For example: U.S. - 6 million, Brazil - small - 1.5 million, so that people with similar national names choose the size/high/medium/low tens of thousands of people for memory.

2. Based on each audience, publish the appropriate ads to tap into the potential needs of that group, curiosity, good news. Care about things and people, inspire action: click, interact, etc., and achieve non-paid advertising, thereby improving coverage.

3. Based on data performance, A/B comparison, debug ads, step-by-step optimization, retention of ads with high relevance ratings, retention of high click-through rates, replacement or closure of the rest, and gradual optimization of results.

In today's Facebook ads are very difficult to run, after the launch is difficult to get clicks, is a quick way to get started, come out today to share, hoping to help. At the same time, Facebook ads in the process of competing with Google ads, both will frequently use new tools and tricks to surpass each other, we need to continue to pay attention to and continue to share, for their own business to make better advertising results.