How to Build Better Buyer Personas for Facebook Ads

How to Build Better Buyer Personas for Facebook Ads


Facebook has long been known as the center of marketing opportunities. But given its mounting popularity, it’s a little harder to get noticed on the platform these days. The reason? Due to its declining organic reach, not all of the Facebook marketing strategies you’re used to may still result in success.

The good news is that Facebook remains a viable option in terms of advertising, which means you can still target your audience using key identifiers based on the action users take every day. 

The links they share, the pages they “like,” their public personal information and the content users interact with – Facebook allows you to compile that information into categories such as interests, behaviors, life events, and more. 

Marketers can easily line up those categories with people they’ve already identified as buyer personas and use that information to create effective Facebook ads for audiences. But how exactly do you build better personas for a Facebook audience? 

Buyer Personas: The Foundations for Building Your Marketing House 

Without personas, how do you know what to write about in your content marketing efforts? Or know which message will appeal to your target market’s needs? Basically, personas ensure that everything you do in terms of customer acquisition or lead generation is tailored to your targeted buyers’ needs. 

Think about your brand’s current messaging. Is it centered around what you do or how what you do addresses customer needs? This is where a customer persona for your business can help you pinpoint the ideal type of customer, so you can produce content to sell your products instead of blindly creating video and blog posts hoping someone will buy from you. 

“A buyer persona not only gives you a detailed profile of your ideal customer but also helps you humanize your audience.” 

Whenever you have a marketing plan that fails, you can almost always track a part of the problem back to a misunderstanding of who your buyer is. This misunderstanding can come from a lack of information but more often than not comes from a failure to humanize your audience. 

However, when you create buyer personas, something shifts in your marketing’s psychology. You’re no longer marketing to a bunch of blank faces. You’re marketing specifically to Mark, Jamie, or Billy, and you have a clear image of who that individual is. In other words, looking at your personas with specific attributes and feelings does writing to them that much easier and will absolutely help you write in a more effective, efficient way.   

Develop Buyer Personas Using Facebook Insights

Creating a customer persona is similar to creating a Facebook profile. That means it should include every little detail about your best customer; their age, location, gender, employment, interests, behaviors, marital status, their shopping habits, and more.

A buyer persona profile for Facebook should include:

  • Personal Background Info: details about age, gender, family, and income
  • What they need: their goals, what challenges they’re facing, and what you can do to help.
  • Reasons to Buy Your Products: lists reasons this buyer will need your products, which specific problem it solves, and what holds them from buying
  • Best ways to Reach: example of ways to reach this customer and who you would explain your

Being a massively advertising platform, Facebook gives all types of businesses access to this user information, which you can use to successfully target your audiences with ad campaigns. Facebook Page Insights offers limited information to a specific page, allowing you to create a custom audience and view all kinds of detailed information related to your audience.

Create Effective Facebook Ads from Buyer Personas

Once you’ve gathered the required data, you’re ready to start your campaign. But if you’re not ready nor have sufficient expertise to run an efficient Facebook marketing campaign, you can always count on our professional Perth Facebook Ad Agency.

In case you’re out and about to try your luck and create ads using your current buyer personas, go to your Ads Manager in Facebook and click on “Create” to start a new campaign.

  • Create the Audience and the Ad Set

Find out your highest conversion rate according to locations, gender, age, and buying behaviors, so you can set up an exact audience for the ad set.

Using all specific insights, as well as your specific marketing needs, you can successfully set up an audience that should convert at a higher rate. Don’t forget the creatives for the advertisement, such as texts, images, and any type of design that’s visually appealing and related to your brand.

As you get to know your Buyer Personas, you can also use them to:

  • Narrow down your audience on specific factors
  • Run more budget-friendly campaigns
  • Choose the best hour to deliver Facebook ads
  • Rethink your marketing strategy by knowing when your abandoned carts are more likely to be converted into purchases
  • Run territorial marketing campaigns taking into consideration the potential and interest of each area
  • Additional insights and discoveries to dramatically improve your conversion rate (doing something unique, maybe?)

Get the Best of Both Worlds with Organic Activity and Paid Campaigns

In most cases, it’s a smart move to embrace a hybrid social media strategy. That means organically targeting personas through community-building and content while supplementing your Facebook ad strategy with paid campaigns.

Although organic reach is indeed throttled, that’s no reason to abandon one of the world’s greatest marketing and social platform or neglect the potential employee advocacy. Although paid Facebook advertisements promote conversions, organic activity can help you build familiarity and relationships with your brand.

Facebook remains a viable marketing tool. For effective marketing campaigns, taking your buyer personas into consideration will help you create better advertising materials and grab the attention of your target audience. Once you use your customer personas to customize and adjust your Facebook ads, you’ll come to the conclusion that everything was so obvious and clear right from the very beginning.