How to Segment Your Facebook Audience with Different Messaging

Not long ago, I shared some insights on LinkedIn about the old and new ways of optimizing Facebook Ads.

One of the new strategies I talked about was segmenting your audience via messaging.

The shift towards personalized messaging and tailored sales angles is crucial in today's advertising.

In this issue, I dive deeper into the art of segmenting your audience with personalized messaging.

As you may already know, Meta is constantly updating their targeting options, pushing advertisers to adapt to new approaches.

With the shift towards broader targeting methods like Advantage+, marketers need to rethink their audience testing strategies.

It is still important to test different audiences but how do you do it, if Facebook completely removes targeting options?

My answer: Segment your audience via messaging.

Importance of Audience Segmentation

Segmenting your audience is like customizing your approach to fit the unique preferences and behaviors of different groups within your target market.

It helps in delivering personalized content and offers that resonate with specific segments, leading to higher engagement and conversion rates.

The new targeting tools in the Ads Manager are... (you guessed it)

AD COPY & AD CREATIVE

a.k.a your messaging!

How to implement audience testing in Meta Ads

My approach is to market the same product or service to the same broad audience but with a variety of messages.

This allows you test the effectiveness of your messaging and identify which segments respond best to your offerings.

Moreover, the use of tailored sales angles and messaging can significantly impact the success of your campaigns.

By crafting unique ad copy that speaks to the specific needs and pain points of each audience segment, you can drive better results and maximize ROAS.

Example:

Let's a take a simple product, honey.

There are a lot of people who might want to buy honey, but for different reasons.

That's why segmenting honey consumers into multiple audiences will help you create different sales angles and different USPs for each type of customer.

Some people buy honey to use it instead of sugar for cooking and baking. Others might use honey for health benefits and use it every day as daily routine.

There are other segments, as well, like coffee drinkers.

You may ask what caffeine addicts might want honey. Simple, to sweeten their coffee.

There might be other sweeteners for coffee but one healthy option is honey. Let me tell you that coffee drinkers is one huge audience.

So, what to do?

Craft 3 different ad copies (and ad creatives) for these audiences. Give them a catchy name, to be able to identify your buyer persona easier.

1. People who love to cook & bake and want an alternative for sugar. - Baker Barb

This could be young parents, or even single people.

2. People who consume honey on a daily basis for health benefits. - Healthy Helene

These people might be older, aged 35+, who consume different honey products. For this audience honey is not the alternative, but the solution for many problems.

3. Coffee drinkers, who want a healthier solution for sweetening their drink. - Addicted Andy

This is a big segment so you can further segment messaging to your and old people.

Now, that you identified your segments it's time to create messages that capture their attention, and ultimately convert them into customers.

I suggest you test more copies and creatives for each audience segment. You know, always be testing.

Conclusion

The move from interest-based targeting to Advantage+ represents a more inclusive targeting method that aims to reach a wider audience.

Instead of focusing solely on specific interests, Advantage+ allows advertisers to cast a broader net, potentially expanding the reach of their ads and engaging with a more diverse group of users.

However, it's your job as a marketer to call out your audience via messaging which boils down to ad copy and ad creative.