1. People-based audience targeting model
Facebook uses a people-based audience targeting model to reach potential customers at key points in sales activities. Facebook will automatically show your ads to the people who are most likely to meet their needs. You can use audience selection tools to further achieve precise advertising. First, set up a core audience based on conditions such as age, interests, and demographics; then, expand to a custom audience by re-reaching people who have interacted with the company’s related business online or offline; finally, expand further to cover similar audiences with similar interests as your high-quality customers.
2. Full-funnel marketing model
Facebook marketing uses a full-funnel marketing model. Based on the customer experience journey, customers are divided into three levels: those with purchase needs, those with purchase intentions, and those who intend to take action conversion. Based on these three levels of customer stages, advertising goals are divided into three modules: brand awareness, purchase intention, and action conversion. It is further divided into 11 segmented goals: brand awareness-brand popularity, brand awareness-coverage, purchase intention-traffic, purchase intention-interaction rate, purchase intention-app installation volume, purchase intention-video viewing volume, purchase intention-potential customer development, purchase intention-message interaction volume, action conversion-conversion volume, action conversion-catalog promotion, action conversion-store customer traffic. Develop corresponding advertising solutions within the scope of the three levels of needs and 11 segmented goals.
Facebook’s full-funnel marketing model strategy allows advertisers to focus on the focus of advertising according to the business process to obtain better advertising revenue. For example, when OPPO, a well-known domestic smartphone brand, first entered the Egyptian market, its original marketing focus was to increase sales, but the sales effect was not good. Later, based on the full-funnel marketing model, it adjusted the marketing focus from the bottom of the funnel to the upper layer of the funnel, covering 10.2 million audiences in Egypt and effectively improving brand preference.