A click is a waste of your money if the person doesn’t buy something. That may sound very harsh, but it’s the truth. If the person doesn’t buy from you, then they aren’t worth paying for.

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If you’re buying traffic, then conversions matter. If all you want to do is make your hit counter go up, then buy yourself some bot traffic. It’ll be a whole lot cheaper, and you can have the thrill of watching your counter zoom to the moon.

This article is all about Facebook advertising and how to use it to zero in on the exact type of customer you’re looking for. The best thing about advertising on Facebook is that you’re able to target the precise customer who will buy from you. Make no mistake about it; we’re not saying every click will result in a sale.

Hopefully, after you’re done reading this, you’ll have a better understanding of how to target people who are interested in what you have to offer. Facebook gives online marketers an incredible opportunity to specifically target a very narrow audience, and that’s why Mark Zuckerburg is worth so much money. He has more information about users than almost any corporation out there. All of that information can be put to your benefit by selecting the perfect Facebook users to put your offer in front of.

Who is your target audience?

Before you’re able to use all of Facebook’s tools and filters, you’ve first got to determine who your target audience is. You should have these people in mind long before you consider placing an ad on Facebook. All of this information should be gathered when you start putting together your site.

You shouldn’t create your website first and then figure out who’s the ideal customer. You’d be surprised by the people who make this mistake. You want your site to be molded around your target demographic so they are more likely to buy from you. You set the tone in the beginning and follow through with your advertising.

Who is most likely to buy what you have for sale? Are you selling kitchen gadgets geared towards senior citizens who have diminished strength in their hands? You might be selling a product for tech-savvy outdoorsmen who want to take their electronic devices with them while they’re hiking.

You should consider both age and gender when it comes to your target audience. Again, this is something that you should’ve thought about long before considering placing an ad on Facebook. You’re already behind the eight ball if this is something you haven’t thought about until now.

Where does your target audience live?

At first glance, this may not seem all that important. However, it’s vital in so many different ways. You’re not going to want to sell saltwater fishing supplies to someone in Iowa. That makes sense. Right? Iowa is far away from the ocean and any fishing done there is freshwater. It would be a total waste of your money to buy clicks from people who can’t use what you have to offer.

However, there are other reasons why you want to target people who live in specific areas. Think along the lines of income level and how lives are different depending on where they live. If you’re selling clothing geared towards an urban crowd, a rural farming community is the wrong place to advertise.

What language does your ideal customer speak?

By far this is one of the easiest things to overlook. What if you’re targeting Latinos who are searching for car insurance? You may want to target only those who speak Spanish. The point is, you want to make sure that you’re only targeting people who can read your website. If your site is in English, then you need to target English speakers.

You may think that this sounds far too over-simplistic to be important, but it’s enormous. This is one of those little changes to your ad that can make a huge difference. No one will be able to buy what your site has for sale if they can’t read it. How often do you buy from sites that you can’t read the sales pages? Enough said.

Target audiences who have specific interests

If there was one specific thing that could make or break your ad, this is it right here. You want to be as narrow as possible when it comes to who your ads target. Someone who is into cooking is not a good candidate to show ads about gardening. Sure, both are into food on some level, but gardening is a whole different ball game. The interests you choose should be as specific as possible. Don’t worry about being too narrow as that’s the entire point of being so specific about who sees your ad.

Target based on behavior

You can target people based on their past purchases or things such as anniversaries. If you know someone is about to have an anniversary, then showing them ads for flowers might be a good idea. While this isn’t the best way to filter your ads, it doesn’t hurt. The amount of importance you place on their behavior will require some trial and error.

Some marketers may find this to be useful information while others see it as a waste of time. The importance you put on this information will be determined by running some ads and seeing what happens. If that sounds overly vague, it’s just the truth. You may have success targeting someone on vacation, but it depends on your offer.

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Target those who have already been to your site

We’re going to talk about this in greater detail because it’s probably the most important thing. Sure, Facebook Ads are great if you want to funnel traffic to your site. But, the real power in Facebook ads is retargeting people that have been to your site. Did you know that most people who visit your website will never return?

They visit your site once and never go back. Why is that? There might be several reasons. The most common reason is they forget your website altogether. People visit countless sites every day, and yours is just one of many they will forget. The reason has nothing at all to do with your site in the slightest. It’s the luck of the dice if your website is the lucky one that ends up being remembered by potential customers.

Every day you are being retargeted without ever knowing it. Have you noticed those ads that follow you all over the internet? Those ads are there because you visited a site. You’ve probably even noticed this happening while on Facebook too. The reason you see those ads is because they’re highly effective.

They make sure that you never forget the site that you visited. How else would you remember where the cute cat toys are that you saw yesterday? If it weren’t for retargeting, that information would be lost in your memory like the name of the person tattooed on the neck which was standing ahead of you in line at Chipotle.

The way that you retarget people on Facebook who visited your site is through a pixel. The pixel can track the visitor through your entire site. Maybe what you want is to target those who clicked on your call-to-action button, but failed to follow through buying. You can do that and then send them directly back to the checkout.

You will be able to target people based on their behavior on your site. This is important since their behavior proves intent. The theme of your ad should be exactly like that of your website. The good thing about doing this is, they may remember your site later on and visit without clicking the ad.

If they do this, then you’ll get a free click. Advertisements that retarget visitors of your site help create an impression of their brand to them. It keeps your brand on the tip of their tongue at a point when they would’ve otherwise forgotten it.

Conversions are all about filtering out traffic

Each click costs you money and it ads to your bottom line. You must remember that the higher your conversions, the more you’re going to be able to scale. None of this is about buying $20 worth of ads and forgetting about it. If that’s what you want to do, then purchasing lottery tickets is a better investment of your money.

The goal here is to find a source of traffic that is scalable. That’s the trick of making money buying ads. You find your sweet spot and then exploit it for all it’s worth. This same method works no matter if you’re selling T-shirts or SEO services to business owners. You find out what works and then put the pedal to the metal. That’s pretty much Facebook ad buying in a nutshell.

You are going to burn through a considerable amount of money before finding the right formula. One of the ways you avoid doing this is by setting a reasonably low daily spending amount. You may want to stick with spending five dollars per day.

Continuously tweak your ads until you find them to be profitable. After you dial in the right customer base for success is when you turn up the pressure. That’s when you keep on spending as long as the traffic is converting. There isn’t a good reason why you should dial back the ads if they’re making you money.