Meta Ads for your prospecting and retargeting strategy

by Moises Hamui August 13, 2022

Meta Ads is Meta's advertising platform, which includes Facebook , Instagram, WhatsApp , and Messenger. It offers a wide range of options for advertisers of all sizes and budgets, from small businesses to large corporations.

Prospecting and retargeting: two key strategies

Prospecting allows you to reach new potential customers who aren't yet aware of your brand. You can target your ads by interests, demographics, behaviors, and more.

Examples of segmentation for prospecting

Interests: You can target people who have shown interest in topics related to your product or service. For example, if you sell sportswear, you can target people who have shown interest in fitness, running, or yoga.
Demographics: You can target people by age, gender, location, income, etc. For example, if you sell baby products, you might target women between the ages of 25-45 with children.
Behaviors: You can target people who have taken certain actions, such as visiting your website or interacting with your social media posts. For example, you can target people who have watched a video of your product on Facebook.

Retargeting allows you to show ads to people who have already interacted with your brand in some way, such as visiting your website or engaging with your social media posts. This strategy is highly effective in increasing conversions and building customer loyalty.

Examples of segmentation for retargeting

Website visitors: You can show ads to people who have visited your website but have not made a purchase. For example, you can show them an ad for a discount on the product they viewed.
People who have interacted with your brand on social media: You can show ads to people who have liked your Facebook page, commented on your posts, or watched your videos. For example, you can show them an ad for a new product you've launched.

How to use Meta Ads for prospecting and retargeting?

1. Define your goals

What do you want to achieve with your campaign ? Do you want to increase brand awareness, generate leads or increase sales?

2. Choose your target audience

Who do you want to reach with your ads? The more specific you are, the more effective your campaign will be.

3. Select the appropriate ad type

Meta Ads offers a variety of ad formats , such as image ads, video ads, carousel ads, and story ads. Choose the format that best suits your goals and target audience.

Examples of ad formats

Image ads: These are ads that appear in the right column of Facebook and Instagram, or in the news feed.
Video ads: These are ads that appear in the Facebook and Instagram news feed, or in Instagram stories.
Carousel ads: These are ads that display a series of images or videos that users can swipe to view.
Story ads: These are ads that appear on Facebook and Instagram stories.

4. Create attractive ads

Your ads should be relevant to your target audience and grab their attention. Use high-quality images and videos and write clear, concise texts.

Tips for creating engaging ads

Use an eye-catching image or video that captures the user's attention.
Write a title that is clear and concise, and that arouses the user's curiosity.
Use text that is informative and persuasive, and that invites the user to take action.

5. Define your budget

How much are you willing to spend on your campaign? Meta Ads allows you to set a daily or total budget .

6. Measure and optimize your results

It's important to track the performance of your campaigns to see what's working and what's not. You can use Meta Ads analytics tools to get detailed insights into how your ads are performing.

Tips to measure and optimize your results

Define the KPIs (Key Performance Indicators) that you are going to measure.
Use Meta Ads analytics tools to gain insight into your campaign performance.
Make the necessary adjustments to your campaigns to improve your results.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.