Knowing Your Audience Knowing your audience is the most crucial part of formulating successful ads, from copy to targeting to images. In this hypothetical Property in JalanAmpang, you should know whether your audience is primarily attracted to own-stay, investment, long term rental, flip, and so forth. You wouldn’t want to advertise a property suitable for own-stay to those buyer who are looking for return, would you? Know your audience so you know what appeals to them. More importantly, you want to know what turns them off. Running an ad with an image they don’t notice is less than ideal, but it’s otherwise fine. Running an ad with an actively detrimental image will associate your brand and your store with that image, driving away customers. There are a lot of ways to learn about your audience. You can study their interests and demographics through Insights or off-site analytics. You can run contests with polls attached, asking for information or preferences in exchange for an entry in a giveaway. You can just ask questions and foster discussion on your wall. All of this helps you figure out what your most engaged users are into. Content Dedicated to Your Audience Personalized and specific to your target audience is the key for success ads. Such includes a specific need, at a specific point in his or her buyer journey. Put another way, you have to have targeted content that reflects a deep understanding of who your audience and where they are on their way down the path to purchase. To create targeted content, you need the appropriate messaging to shepherd that audience through every step in their journey. For example, depending on where your audience is in their buying process, they may need content that: • Raises awareness by helping them understand what your company does and that you understand a particular set of problems they face. • Promotes discovery by drawing their attention to the fact that your company has the products or services necessary to solve those problems. • Fosters comparisons by allowing your company to showcase its knowledge, expertise, and high-quality products and services, thus differentiating you from your competitors. • Encourages a sale by providing the right information to ensure that the target has everything he or she needs to confidently purchase your products and services. The tone of your message, as well as how often you communicate it, will vary depending on where your target audience is in its journey. For content to be truly effective, it needs to resonate with the very specific audience it is intended for. Simply put, a one-size-fits-all approach rarely works. Setting Up Sets and Testing Images A split test, in case you don’t know, is a scientific comparison of two identical ads with one variable changed. You always need to limit yourself to one variable, otherwise you don’t know which change you made had the effect you measured, and your test is invalid. In the context of this post, what you’re split testing are images. You will have two identical ads – or three, or five, or ten – all running with the same copy, the same headline, the same landing page, the same objective, and everything else. The only difference between them is the image. Split testing images can be drastic or minor. You can have one ad with a picture of a dog toy, one with a picture of a happy property investor, and one with a picture of a beautiful home. You can have three more with the same happy property investor in the first ad, but different colors. You can even have two identical images, only one has a thin border around the picture. There are nearly infinite variations you can test with ad images. Within a Facebook ads account, you have campaigns. Campaigns are your overarching ad themes, like a set of ads about general products, another group of ads about special offers, another about seasonal discounts, and so forth. Within each campaign, you have ad sets. Ad sets are groups of individual ads that are more closely related. For example, you might have ten ads about specific dog toys all within one ad set, and another ad set in the same campaign promoting dog treats. Your split testing will go on at the ad level, within the same ad set. I recommend having each set of variant ads grouped within one ad set, so they’re easy to keep track of as you test. Of course, that’s just my recommendation; neither I nor Facebook have set rules about how you have to use your campaigns, sets and individual ads. Use an organizational structure that makes sense for your campaigns and your business.