Facebook ads have been a huge bridge between businesses and customers. With more and more people using social media for shopping and interacting with their favorite brands, it is a no-brainer for businesses to be on the platform. But the use of social media does not stop there. From identifying new customers to converting them, social media and Facebook ads have provided many opportunities for businesses to market themselves. In this blog, we will explore one such strategy: the art of warming up your cold audiences with Facebook Display Ads.
So, let us begin!
What are Cold Audiences?
Businesses have 3 different types of audience, which are:
- Cold audience: A Cold audience is not aware of your business or brand. They are interested in your niche, but they have never heard of or interacted with your brand. This makes them skeptical, making selling to them a bit difficult.
- Warm audience: Whereas, warm audience are the ones who are interested in your niche and have also had one or two touchpoints with your business. But they have not purchased from you yet. Selling to these audiences can be easier than selling to a cold audience.
- Customers: Customers, as the name suggests, are people in touch with your business and have purchased from you. If their previous experience with your brand was pleasant, then selling to them would be a walk in the park.
Now that you have the distinction between the different types of audience, you will know how essential it is to convert a cold audience to a warm one. Because only when they “warm up” to your business would they be willing to purchase from you.
Why Use Facebook Display Ads To Warm Up A Cold Audience?
In short, we can understand that converting a cold audience to a warm one is the way to get new customers for your business.
But, how can Facebook Display ads help us in this? There are several reasons why a Facebook Display Ad can make this easy for you:
- Target options: Facebook ads are notorious for their targeting options. There are so many factors and targeting methods offered by Facebook that, if used right, can become the greatest tool in your arsenal. With these many targeting options, there is no doubt that you will be able to reach your target audience and only them.
- Affordability: Although Facebook ads offer many features for their audience, they are generally affordable. In comparison to other forms of marketing, you can reach a larger audience on a limited budget with Facebook ads.
- Clarity and Transparency: The extensive analytics dashboard covers every metric that you can think of. This makes it super easy for businesses to figure out how effective their ads were. This can also help them figure out where they are lagging and how to fix it. In many traditional marketing methods, this is not possible.
- Different Ad Formats: The best way to sell a product to a customer is by gently guiding them through the sales funnel. Sometimes, that requires using various formats such as text, videos, and so on to make the process seamless. Facebook understands this, which is why it offers the option to create ads in many formats. This allows you to have versatile ad content, thus reducing ad fatigue.
4 Strategies To Find A Cold Audience To Target With Facebook Display Ads
The first and crucial step in “warming up” your audience is to find the right set of audience. Because if you end up finding people who have no prior interest in your niche, then the whole strategy will not work. So, to find the right audience, here are some tips for you to follow:
1. Set up Facebook Pixel:
Facebook pixel is a snippet of code that you can place on your website. When placed, this code will track visitor activity on your website. Apart from giving overall insights on your traffic, it also tracks specific actions such as adding products to the cart, signing up for the newsletter, and so on.
Based on these consumer actions, it then helps you retarget your customers. For example, if someone added a product to a cart and did not complete the conversion, then Facebook pixel makes a note of this data. By using retargeting ads, you can target these people again and remind them to complete the purchase. Studies have shown that these ads have an amazing impact on reducing the cart abandonment rate.
When installing this Facebook pixel, you get insights into your customers, which you can reuse to create a Lookalike audience. Lookalike audiences share similar traits to the source audience, making them possible customers.
2. Competitor research
Finding your cold audience can be hard if you are just starting. But your competitors would have already gone through the process and have sorted it out. You can easily leverage this to quickly create your cold audience. And this is how you do it:
- Identify your competitors.
- Go to your competitor’s page and interact with their website to enter their sales funnel and remarketing strategy.
- Once you start seeing their ad, click on the three dots in the top right corner and choose “Why am I seeing this ad?”.
- You will get to see a list of parameters your competitor has chosen to target their audience. This can be a great starting point for you to choose your cold audience.
- By clicking, page transparency, you can also see their current running ads to gain inspiration. This can help you understand what works and doesn’t work in terms of ad creatives.
3. Utilize Your Insights Data
Understanding the commonalities between the people who already follow you can be a game-changer when it comes to figuring out your audience.
When you check out your Facebook and Instagram post insights, you can see a breakdown of various factors. The audience composition is split up into various demographics such as age, gender, region, and so on.
If most of the audience in this split-up fits your idea of the target audience, then you can use these factors to create your cold audience.
4. Use Google Analytics
Google Analytics allows you to find out the characteristics of the audience that visits your website. You can analyse this in tandem with your social media insights or separately, to get an in-depth understanding of your audience.
This can also ultimately help you when curating your cold audience to target.
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How To Use Facebook Display Ads To Warm Up a Cold Audience?
Now that we know why Facebook display ads are a great option for this objective of ours, it is time to figure out how exactly to get it done. Once you have your cold audience set up, this process can be a breeze. You can follow these steps to get started:
- Go to Facebook Ads Manager and click on the “Create” button.
- Once done, click on “Brand awareness” as an objective because we are creating awareness campaigns for new, cold customers.
- Now, there come the ad editing options. You can choose anything from where to place the ads to what budget needs to be spent per day.
- Out of which, there is an option called audience controls. In this option, you can change the demographics of the audience that you want to target. You can choose their location, minimum age, and language.
- If you have your existing customers stored in a custom audience, you can also choose to exclude them. This way, you do not waste your ad budget on someone who is already a customer.
- Once you have vetted the ad creatives and everything else, it is time for you to hit “Publish” and start running your ad.
Your ad will run through a brief learning phase, after which you can see results.
If your ads are not performing well or not converting as much as you wanted, then you need to dive deep into the issues. You can A/B test your ads by comparing different parameters and finding ones that work for your target audience.
You can also adjust your cold audience to check if an audience set with a different demographic might be more receptive to your ads.
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Using Facebook Ads To Warm a Cold Audience
This is an excellent initiative, and Facebook has all the tools to make this happen successfully.
But without a good ad creative, all this reach and tools are not going to help your business. Only a good ad design, cop,y and CTA can make your business and your ad stand out, making it easy for customers to find you. To make that happen, you need to know how to create an ad that will stop people in their tracks.
You can get this done easily (even without design experience) by using Predis AI strategically. With Predis AI, you get access to a smart AI-generative mechanism that can create ads, headlines, CTAs, and captions with just a prompt from you. You can also find tested ad templates that can help you create your own ad from scratch.
No matter how much ad or design experience you have, Predis AI can make your life a tad bit easier. If this is something that you are looking for, then sign up today to get a free account!
FAQ:
Warming up a cold audience means targeting people who are interested in your niche but are not aware of your brand. By targeting them and showing them your business, you build trust gradually and eventually convert them into a paying customer. This whole process is called warming up.
Facebook supports a variety of ad options and allows very specific targeting options. These tools make it a desirable choice for warming up a cold audience since you can reach a specific set of people easily and with less budget.
You can identify common characteristics of your audience and target people who come under this demographic. There are specific audience settings in Facebook that allow you to target only this subset of people.
