Many experts are observing a clear trend among the young target group away from Facebook towards Instagram and TikTok. The question therefore arises as to whether Meta Ads are still a suitable tool for reaching this Facebook target group.
Can you still reach young people via Facebook?
From experience, we can say that the click-through rate on Facebook can also be good with a younger audience. For example, the 18- to 25-year-olds are still very active on Facebook.
It is more difficult to track which specific conversions were ultimately achieved for which people. This is partly due to the data protection regulations, which protect the identity of Soial Media users.
The success of ads cannot be generalized, but varies depending on the industry and product. The number of conversions per placement can be easily tracked for paid ads on Instagram and Facebook. However, the most represented age group cannot be determined with this number.
In order for your Facebook ads to remain effective, it is essential to make optimum use of the platform's many functions and tools. With the right settings and options, you can create and address your target group as precisely as possible.
Optimize Facebook Ads
In the Meta Business Manager, various campaign settings can be made in order to reach the desired target group in the best possible way. A range of targeting measures can be taken to help you reach the right customers and achieve the highest possible conversion rate.
- The basic narrowing down
To do this, it is necessary to narrow down the Facebook target group using a range of demographic data such as age, gender or place of residence. Characteristics such as income, occupation, marital status or level of education can also be taken into account. As the ad creation process progresses, there are additional options for further specifying the target group.
- Interest targeting
Facebook offers interests or behavior as a specification of ad targeting. This form of detailed targeting expands your ability to select your audience even more specifically according to certain interests and ideals. For example, information on interest in careers/job interviews or certain brands and hobbies is particularly meaningful. However, certain psychological characteristics of the audience, such as values, motivations or certain behaviors can also be considered relevant and can therefore be helpful in selecting a specific audience. Your Facebook target group is therefore defined even more precisely.
- Creating a custom audience/"lookalike" audience
With this special form of target group narrowing, companies can import a list of customers into Meta and create a kind of "lookalike" list from it.
Facebook then uses complex algorithms based on the personal data in the uploaded list. Facebook then searches for people who are similar to the people on the list and plays your ads to this Facebook target group. In this way, companies can reach customers who have similar interests and characteristics to their existing customers.
- The retargeting campaign
This is particularly popular for increasing the conversion rate. For example, all visitors to a website in the last 180 days can be targeted with your ads. This group can also be selected. For example, you can specify that only users who have not yet made a purchase should be targeted. Based on interactions with existing content, such as videos, targeted content is then displayed that picks up exactly where the user left the website.
Instead of just placing general ads, specific content can also be created based on the interests of users.
This ensures that users are shown content that might actually interest them and that encourages them to stay on the website longer and ultimately make a purchase.
Targeted ads remain effective
Although Instagram and TikTok are currently attracting more young audiences, Facebook remains an important and indispensable advertising platform for companies. As with other social media platforms, the correct and effective strategies must be used to achieve the desired results. However, the be-all and end-all is optimally narrowing down the Facebook target group. This is the only way to reach the right people and achieve the desired success with your ads.
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