STEP BY STEP Guide On Finding Your FACEBOOK Target Audience [CASE STUDY]- AliDropship
Step #2: Read user comments and reviews
The whole purpose of this is to find and read customer reviews and comments. As you know, people just love expressing their opinions and feelings on social networks, but they actually do that on Amazon too. If you’re looking for detailed customer feedback, just go to Amazon.
Important note! People from different countries may like different things about the same product. Therefore, always analyze buyers from those countries you are going to dropship to. If you want to sell globally, simply target buyers from developed countries such as the US, Canada, Australia, the UK, etc.
Your goal here is to play a detective and try to figure out what all the buyers have in common. For efficient Facebook audience targeting, one needs to know what exactly buyers like about the product.
Here are some reviews we found there.
We also found a number of detailed reviews on Facebook ads mentioned above, but Amazon is usually much more informative.
These are just several examples, but the point is all these buyers like how cute the toy is. Before the team started this analysis, they actually wanted to target people who like plush toys. But after reading these reviews, they began to have second thoughts.
It means one needs more information on actual buyers of this product to pick the right Facebook target audience. Which leads us back to Facebook.
Step #3: Analyze Facebook users’ accounts
This time, we’re looking for what people, who commented on the ad posts we found earlier, like. Nowadays a Facebook page can give you more information than the CIA! So pick random users from the countries you want to dropship to and check what they post and what they like.
Checking 20-30 people is usually enough.
The most important part is to take a look at what groups they follow as it shows what kind of content they want to consume. Here’s what the team found on one of the accounts:
As you can see, none of them show interest in plush toys. So targeting an audience with the corresponding interest would probably be a mistake. What they really like are cartoons and anime, which brings us back to “cute” stuff which the team set as audience’s interests.
They actually tested a number of other interests just to make sure. However, as you will see later, anime was one of the audience’s most explicit interests after all.
Step #4: Test the waters
Our Facebook audience targeting isn’t finished yet. First of all, we need to test the interests of our potential customers, but that’s not all.
When setting up a Facebook ad, targeting specific demographics is very important. The problem is you can’t target everyone! Actually, you can, but it’s going to be a waste of time and money.
For example, I can advertise dresses to all ages… and genders. I’m sure I’ll be able to find a couple of men who would buy a dress for whatever reason. But I’ll have to spend a lot of money for the sake of just one or two buyers.
Therefore, I need to know my Facebook target audience very well. On the other hand, as I said earlier, simple guessing will not work, which means we’ll have to test things!
From our previous analysis, we know that the potential buyers of the avocado toy like cute things, cartoons and anime. We also target people with a relatively high income level (living in developed countries). But what about their age and gender?
Unfortunately, the information we’ve gathered so far is not enough to come to a conclusion. Besides, if your product has very different variations, there’s no way you can predict which will get more views if placed in an ad.
Therefore, at this phase, the team had to target a wide audience. They ran the ad for a couple of days to gather more data and see how different segments of the audience reacted to the ad.
For example, the leading interests became “anime” and “avocado” while others showed unsatisfying results.
The team also tested genders and ages. After a few days, they noticed that people older than 34 showed little interest in the product. As for genders, they found no considerable difference.
Step #5: Redefine Facebook target audience
After getting the first results and seeing what demographics react to the ad better, you can redefine such parameters as gender, age, location, interests, etc. It’ll let you focus on a more responsive audience. This is the result we got after redefining the target audience:
There’s actually much more to say about how to target Facebook users with ads. This audience is pretty “cold” which means they have most likely never heard about the avocado toy. Some of them will get interested and even buy it, but some will just visit the product page and leave.
Ideally, you should re target these people with more Facebook ads or follow-ups and create lookalike audiences on Facebook. That’s when you should start making real money. But this case study is an example of a simple way to define your initial target audience.
As a result, the team managed to earn about $537. It may seem not much, but don’t forget it was just research, so to speak. Now that we know what kind of people can buy this product, we can start advertising in full force.
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