targeting cold audience

As a dropshipper, you must think of finding new customers all the time. Then cold audience should be the first one on your list. Today, we are going to discuss about this topic – cold audience and how to target cold audience with Facebook Ads.

So, what is cold audience?

They are people who visited your web pages but have not come back to the page for a long time or those who did not spend much time on viewing your sites (for example just abstractedly click on your home page then left without viewing any other sections).

How to target cold audience with Facebook Ads?

target cold audience with facebook

Most of the time, marketers seem to miss out cold audience on Facebook when they do re-targeting. It is quite a waste of opportunities to find new audiences.

When it comes to re-targeting, you can rely on content marketing like blogs, videos, or any other social media platforms to get the prospects. It is very cost-effective. Those initiatives surely requires loads of time and efforts for establishing and maintaining. Many smaller businesses may not have a blog or an email list to drive a massive and engaged organic following.

An alternative to this is to use Facebook ads to drive cold audience toward products and services.
Cold audiences barely have any idea who you are. That means you will be able to start the process immediately.

  • Cost Per Acquisition

Plan a budget used for targeting and testing with cold audiences. This allows you to calculate the conversion rates as well as the costs of winning a new customer. Once you have figured how much each acquisition cost you to obtain a new audience, you will get the idea what is the total cost for getting more customers in the future.

Experiment on cold audiences on Facebook will also lessen your cost per acquisition in the long term.

  • How to Understand your Cold Audiences

The answer is using organic following.

All the efforts you devote on warming an audience will help you get valuable knowledge of your market and also will contribute a big deal to your success in the future with cold ads. If your Facebook page has good traction and is doing well in engaging your warm audiences then it is most likely to attract cold audiences as well.

Try a new product or an advertisement which works well on your warm audience out on your cold audiences to evaluate its efficiency. If you see that it appears to be appealing to the established customers, then you can feel confident to apply it to your cold audiences. In the end of the day, you will know which is the best performed ads to work out moving forwards.

  • Decide on whom you should set up your target

cold audience

You can work sedulously on using Facebook recommendations to find cold audience insights. But when you run ads, it’s always an assumption at the first try.

It may not bring an expected result even though you both work on Facebook insights recommendation and your research on competitors either. However, you can rely on some tools and approaches to determine who is your cold audience.

  • Facebook Insights

Of course, Facebook Insights can be among the first ones that cross your mind. It undeniably gives a massive information from which you can set your very first step to attract your cold audiences community. You may want to refer to the Facebook Ads Manager to collect the data. Do pile up as much information as you can. This will give you an overall ranking for the audience group that you can set your target on.

It is quite easy to go to the Facebook Audience insights. You search for Audience insights option, then look right on the left side, you probably see a wide range of parameters, from which you can choose one for your action.

Or you can just look down to the bottom, you may find the section that Facebook includes a wide range of categories – varies from broad matters to specific ones like names of brands or blogs. All of these categories are used for interest targeting.

Clicking on these categories, you may see another list of subcategories with loads of useful information and pages that connected to it. By using action of on and off together with the third party data, Facebook Audience Insights also can come up with the number of similar advertisement that the people have visited on a monthly basis.

Then what to do next with this number? You should work out a list of interest that you want to target. Then note down the number of people that clicked on the advertisement. You will find it will vary from 15 to 50 ads each month generally. Sort out your list with the most clicked advertisement on top then go on in descending order, then aim for the the interests that take 75% of sorted topics. It is not advisable to choose audiences at neither on top nor at the bottom since the top 10 is usually to be too broad and questionable.

  • Search Audience Interests using Instagram

Once you have decided top 10 to 20 interests to aim for, do follow their profiles on Instagram. After that, Instagram will give you a range of similar recommendations such as alike profiles or people. So now, you have more targets added to the ones that you have found by Facebook audience insights, which you may have unfortunately missed out.

  • Budget and Audience Size

Each marketers might have divergent ideal audience size for their own. However, it is recommended to start with an audience size from 100,000 to approximately one million. After that, stick with the ones around 50 to 80,000 and capped at around 5 million.

Then select 2 to 5 interests to test the cold audience based on your available budget when putting up the campaign. Test one by one is better than combining them in one time until you have a clear view on how each performs. Furthermore, testing each group separately will also allow you to figure out which group is worthy and which group is not. After that you can go ahead with your creative examination.

Once you have figured out your ideal audiences and feel ready to start your creative examination, think of limiting the variables of the advertisement. Run another ad that is exactly the same of that one to all 3 to 5 of target audiences. The reason for doing this is to rule out what does not perform in your test, besides isolate what you are experimenting.

Do expect to spend from 3 to 5 times as much as your products on the experiment to get the result. Testing to discover what does and does not perform in your marketing process. Then you can use insights to modify and to make your advertisement better.

  • Measuring Facebook Advertisement Campaigns

When you run your advertisement, you probably need to view and examine everything like the number of clicks, cost spent on each click or the click-through rate, which will let you know how your advertisement is working with your target cold audience.

  • Click-through Rate

The click-through rate of the strongest ads is 1.5 and above. So, look at your click-through rate to see if it is below or above this number. If it is lower, you can understand that your audiences do not feel interested in the message you are presenting to them.

  • Choose Placements

It is advised to mix it up and do splitting to optimize the placements though advertising in all placements is still good at first steps. If you do all placements rather than split-testing, Facebook Ads Manager will give you the breakdown by placement only. Inspect the click-through rate for each placement and see what works for you.

  • Go Beyond Clicks

This refers to the number of people visiting your page and usually buying your products. If you see any advertisement getting many clicks but not purchases, keep it running till end of its sales cycle.

  • Conversion Windows

This is a defined period of time that a click led to an install. The conversion window should always be associated with your sales cycle. After finding your cold audiences, you should establish ad frequency and interest targeting then implement lookalike audiences. Keep going with the process till you can find new cold audiences.

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