#3: Use Interests to Develop Cold Prospect Facebook Audiences
The third category of audiences to target on Facebook is your cold audiences.
Think about competitors’ websites that your ideal audience might be going to, personalities they might be interested in, their hobbies, brands, job titles, magazines they might be reading (including trade publications), TV shows they might be watching, podcasts they might be listening to, and professional tools or equipment they might be using.
Before we talk about how to find more cold audiences to target on Facebook, it’s important to understand that most won’t work out. I like to launch my audiences by the dozen and I’m typically happy if two or three show good results. So if you have the mindset that you’re looking for the few that work for you—and you’re not going to be bothered by the ones that don’t work—you’ll be much more successful with your ads.
Another way to develop new interests to target on Facebook and Instagram ads is by talking to your customers and clients and seeing what they’re writing online in their reviews and testimonials. This information will help you develop other ideas for the people you should be targeting on Facebook and Instagram.
Additionally, Facebook Audience Insights can be a valuable tool for uncovering cold audiences that might surprise you. In Ads Manager, click on the nine-dot icon in the left navigation and scroll down to Audience Insights.
In Audience Insights, you can build out demographics for your ideal customer or client, including where they live, their age, their gender, and so on.
Let’s say that you have a little bread crumb from one of your cold audiences and see that Whole Foods is working really well for you. Type in “Whole Foods Market” under Interests and see what comes up.
Look at all of the amazing demographic detail you get. You can see the age, gender, relationship status, and education level of people who like Whole Foods. You can even see their job titles, which is amazing.
If you go to the Page Likes tab, you’ll see top categories and page likes. This is where the magic comes in. You’ll find many additional cold audiences—some of which you may not have thought of—that you can begin testing and targeting to see how they work for your Facebook ad account.
If you click See All under Top Categories and Page Likes, you’ll see additional ideas so don’t forget to use this tool to your advantage.
We all know that targeting will make or break your Facebook ads. The quality of audiences you develop will have a direct impact on your ROI so you want to be hyper-focused on three audience categories—warm audiences, lookalike audiences, and a variety of cold audiences. And be sure to use the Audience Insights tool in Facebook Ads Manager to find even more audiences that are going to work for your ads.
What do you think? Which of these tips will you try to find new audiences to target on Facebook? Share your thoughts in the comments below.
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