There are several different strategies when it comes to building page likes. Should you build likes within the target audience? Should they come from the website? Should they be built off lookalikes or interests? The answer is that it depends on what you are after. It is all about the strategy and what you are looking to do with the page. If you are looking to build user-generated content then engagement is important. Keep in mind as I break down the different audiences that each like holds a certain weight.
Typically budgets for a like campaign can range anywhere from $5 and up based on the size of the audience. If you are looking to get more likes on the page over a short period of time the budget will need to be higher than usual. There are several audiences to use in a like campaign, lookalike, interest, website visitors and geo or demographic-based targeting. Each of these will move you closer to your objectives I recommend you test throughout the process to find what works best with each business model.
Lookalike audiences can be built around those that visit the site or the page and have similar interests in common. Using a lookalike audience that has liked the page can yield positive results over just interest targeting. This feature takes the guesswork out of the interest targeting and can help to optimize for you faster than your regular A/B testing process. This does not mean not to test; it is important to always test every audience regardless of preconceived notions.
Interest targeting can be used if you have a good idea of what your target likes. Utilizing big brand recognition to get in front of those people can be a great if you have a similar product. It can end up being more expensive because the perfect model customer can be harder to find. Facebook just released a narrow audience feature that allows you to target on interests but requires that “These Specific Interests” (insert your own here) be met and then they can be shown to other people with categorized interests. An example of this would be that I want to target mothers or fathers with children but if they don’t have a child between the ages of 0-24 months then the ad doesn’t show to them. When building likes, these zero in on the exact target audience you want to reach.
Website visitor audiences can be used to target people who have visited your site but may not have liked you on Facebook. A resourceful way to market to this audience is to exclude anyone who has liked your page and still show the ad to those who have been to your site. This is a great way to finish capturing brand awareness from any organic leads you may receive and get them engaged with you of Facebook. This can yield great results keeping you front of mind when they are looking to move on any purchases.
Location targeting is best for local businesses that are only looking for likes that will engage with the page. This may not fit with a strategy that is only trying to build social proof but it can yield great results and move well into a national campaign. An example of this is a lawn care service that is only looking for likes in Leesburg, Florida that creates enough work and brand presence that they are able to build the company to serve the whole state. This specific example may take two or three years to accomplish depending on the business, the strategy and marketing plan. The idea here is to get a social presence so strong it makes sense to grow because of the request work in other areas.
Demographic targeting is one of my personal favorites because it is old-school along with interest targeting. This requires you to know who exactly is buying your products or services and where they come from. Thanks to Facebook there are several dozen demographics to choose from, each of them bringing in new perspectives and thoughts to the page. While this has recently become second rate next to website and lookalike audiences it does serve its own purpose on a smaller scale.
Once we have decided on the specific audience it is important to build out good testing for each of them. Any audience can perform if set up for the right reasons, if the targeting is not clear then do not proceed to making ads and testing. I create different ad sets for each type of targeting and segment placement options. My campaigns have on average anywhere from 5-60 ad sets to find out what is working the best. The reason I do this is to keep one variable rotating at all times. Audience, copy, picture, landing page, cpc vs cpm, and placement all need to be segregated to find out what works. If both mobile feed and desktop feed are placed in the same ad set, we could end up burning money on desktop feed ads that do not convert. Another good way to test along with setting up the separate ad sets is to build proper UTM parameters and make sure that there is Google analytics access on your site.
Each of these audiences can be used from specific angles to make up a like campaign that captures anyone who knows your brand already or who has never heard of you. It is important to keep in mind that you always have a choice to buy super inexpensive likes from China. But, that doesn’t do it for your brand and if you are considering doing that or outsourcing your brand to someone out of the states you may want to reconsider. Brand image is everything in today’s society and if you destroy it you might as well start from scratch.
–Joshua Feuerbacher, Social Media Manager