Some people call it scamming, others just hate being victims of it, but there’s no doubt from the perspective of a company at least, online advertising is absolutely invaluable.

If we probe Facebook specifically, the power that businesses have is hugely powerful. With the click of a button, it’s possible to target seven or 70,000 people. Not only that, but these people can be targeted to tiny demographics; some might work at the FBI, others might work in the fraud department at your local bank – the granular detail of Facebook is incredible.

The powerful nature of this advertising also means that it’s quite difficult to grasp, particularly in relation to audiences. It’s for this reason that we have launched the Blake Rubin Facebook guide, as we take a look at some of the best audience tips you can implement to get the most out of your campaign.

Retargeting visitors

This is arguably one of the most powerful features you can use, although it also happens to be one where visitors really do feel victims to modern-day advertising!

In short, you are looking to target adverts at those visitors who have already been to your website. You don’t need to feel guilty about this tactic; it’s commonly used and can result in a huge payday if performed correctly.

A common example is if a visitor has added a product to their basket, but failed to complete their purchase. You can retarget these users on Facebook, showing them the product which should give them more inclination to return to your website and proceed through the checkout.

Lookalike audiences

Again, this is one of those features that you really don’t need to feel guilty about using – it’s become incredibly common. This time, it’s all about finding out who your best converting users are, and attempting to create a lookalike audience. In other words, you are targeting users who share the same interests as your existing ones which have proven to be so successful for you.

Due to the sheer size of Facebook, this targeting can become very granular and help your cause substantially.

Targeting users who don’t open your emails

We all know the power of email advertising. At the same time, if your email is sent to 70,000 people, there’s a chance that just a very small percentage of those people will actually read it.

Here is the time to capitalize on another form of remarketing. Rather than using a pixel, which occurs during the first remarketing point we looked at, this time it’s all about collecting a list of the email addresses who have not read your email.

This list can be plugged into Facebook and the rest, as they say, is history. The platform will match up the emails with users on their system and serve their adverts. This means that you can potentially reword your first marketing message, or just give them a completely new one entirely, in a bid to entice them and make them think twice about that first email you sent them.