Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your Meta ads targeting. It's a common issue, especially when you're trying to reach a niche audience. So many people have this problem when starting out.
Right, let's get started...
We'll need to look at layering your interests...
I remember one client who was launching a new range of handcrafted jewellery. She was also struggling to find the right audience with Meta ads. The standard "jewellery lovers" or "fashion enthusiasts" targeting was too broad, and she was ending up with a load of irrelevant clicks. It was a nightmare to be honest.
What we ended up doing was getting really specific with interest layering. Instead of just targeting "jewellery", we started combining interests like "handcrafted jewellery" + "ethical fashion" + "specific gemstones" (e.g., "amethyst jewellery"). This helped us narrow down the audience and find people who were genuinely interested in her unique style of jewellery, which was a total win.
The idea is to think about the different facets of your ideal customer's interests and combine them in your targeting. It can take some experimenting to find the right combination, but it's worth the effort.
I'd say you should leverage behaviour targeting...
Don't underestimate the power of behaviour targeting. Meta tracks a massive amount of data on how people interact with content on its platform. This data can be used to target people based on their online behaviour, such as the pages they like, the groups they join, and the ads they click on.
For example, you could target people who have recently engaged with content from smaller artists or who are members of online communities dedicated to specific art styles. This can be a great way to reach a more niche audience that is genuinely interested in your type of art.
It will probably take you some time to find the right behaviours for your target audience. This will give you a really good return though, trust me.
You probably should experiment with custom audiences...
Custom audiences are another powerful tool for reaching a niche audience. These audiences are created using your own data, such as email lists or website visitors. You can then use this data to target your ads to people who have already shown an interest in your brand or product.
For example, if you have a list of email addresses from your own database, you can upload it to Meta and create a custom audience. This will allow you to target your ads to people who are already familiar with your work. You can also create a lookalike audience based on your most engaged fans. This will allow you to reach new people who are similar to your existing fans.
I know that with some clients we've been able to make lookalike audiences based on a list of their most engaged fans. It's surprisingly effective. It's worth testing, it might just blow you away.
You'll need to keep an eye on your campaign performance...
Once you've set up your campaigns, it's important to monitor their performance closely. Pay attention to metrics like click-through rate (CTR), cost per click (CPC), and conversion rate. This will help you identify which targeting options are working best and which ones need to be tweaked.
If you're seeing low CTRs, it might be a sign that your ad copy or creative isn't resonating with your target audience. Try testing different ad copy or visuals to see what performs best. If you're seeing high CPCs, it might be a sign that your targeting is too broad. Try narrowing down your audience or using more specific keywords.
If you keep an eye on all of this data, you'll have a much greater opportunity to improve your overall conversion rate. I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Layered Interests | Combine specific interests (e.g., "independent artists" + "art styles" + "music genres") to narrow targeting. |
| Behaviour Targeting | Target users based on online behaviour, such as engagement with smaller artists or membership in relevant online communities. |
| Custom Audiences | Upload email lists or create lookalike audiences from engaged fans to reach a more relevant audience. |
| Performance Monitoring | Track CTR, CPC, and conversion rates to identify and tweak underperforming targeting options. |
Finding a niche audience is tricky, but worth the effort. It will pay dividends down the road.
You'll probably see results quickly, but the challenge is always long-term campaign management. It's not just getting initial results, but rather being able to see consistent results over time.
If you would like to chat more, please feel free to schedule a free consultation with us. I'm happy to talk you through any of your challenges in more detail, and maybe even help you with these challenges.
Hope this helps!
Regards,
Team @ Lukas Holschuh
