How to Target Facebook Ads to Fans of a Competitor Page

How to Target Facebook Ads to Fans of a Competitor Page
How to Target Facebook Ads to Fans of a Competitor Page

Facebook Advertising is one of the most effective tools to grow your business, generate leads and sales, and create loyal customers. It has a user base of 3 million advertising business, which means your competitors are likely using it too. If you want to beat your competition, then you need to appeal to a larger audience than they do, which means targeting some of their audience as well. So how do you target Facebook Ads to fans of competitor pages? 

Although you can’t directly target competitor pages, you can reach their fans and audience pretty easily. Why? Because it is extremely likely your competitors are targeting a similar demographic that you are — meaning you won’t have to tweak your entire advertising strategy to compete with them. 

Before we get into how to do this, let’s first discuss why you need to target your competitor’s audience. 

Why Target Competitor Fans? 

Competition is healthy; it’s what allows different businesses to offer different deals, products, and services to customers. It ensures that prices stay as fair as possible and that one company doesn’t hold all of the cards. 

In short, competition is the nature of business. There are only so many consumers who are searching for your product, and they are all doing research to find the best company for them. You need to put your business out there and target as many of those consumers as possible — assuming they fit your desired demographic — to grow your business. Those same potential customers could like other businesses in your industry, but they may also be open to liking and hiring yours. 

As an advertiser, you can’t afford to let this lucrative real estate go to waste. 

How to Target Facebook Ads to Fans of a Competitor Page

Your first step is creating a list of specific competitor pages that you want to target. You can find these pages through a number of strategies. As you research, ensure that you note down the page names, Facebook profiles, and page URLs. Here’s the pages you should look into while you’re researching: 

  • Competitor Pages 
  • Brands or Public Figures 
  • Pages You’ve Liked (in relation to your business)
  • Search for pages relevant keywords to your business
  • Related Pages or Pages Liked By 
  • Top Fans Page Likes 
  • YouTuber Facebook Pages 

Facebook also has a helpful tool integrated into their advertising platform called Facebook Audience Insights that allows you to add interests that are relevant to your business. Once you do that, Facebook will gather data for you and present it in a list of pages you should consider researching. To find it, all you need to do is click on the “Page Likes” tab.

Once you have all of that, it’s time to start targeting them. 

Interest-Based Targeting

Interest-Based Targeting narrows down prospective new audiences who are not familiar with your brand yet, but have shown an interest with the specified competitor page you identified.

Here’s how it’s done: 

Log into your Facebook Ads Manager and open your Prospecting campaign. Create an ad that you think will speak to your competitor’s audience and then begin setting up Interest-Based Targeting in the “Detailed Targeting” section. Type in your competitors and Facebook will automatically tell you how large of an audience you could potentially target. 

Facebook has an option “Narrow Further” that helps trim that number down. You should also take advantage of excluding people who also match interests that fall outside of your target demographic. 

Lookalike Audiences

Lookalike audiences are pretty simple: they’re audiences that are similar to yours, but aren’t your customers. It’s basically a broad campaign to bring in anyone who needs or likes your services/products. 

Here’s how you build a lookalike audience that targets Facebook ads to fans of a competitor page. 

  1. Go to Audiences
  2. Click on the Create Audience dropdown and choose Lookalike Audience
  3. Choose your source. You need at least 100 people in the source to start the campaign, but Facebook recommends using a group of 1,000 to 50,000 
  4. Choose the country/countries where you’d like to target
  5. Choose your desired audience size
  6. Select Create Audience

Once you’re finished, it may take 6-24 hours for your lookalike audience to be created. Going forward, your audience will refresh every 3-7 days (as long as you’re still actively targeting ads to it). However, you don’t need to wait for your lookalike audience to update to use it.

What is a Facebook Pixel?

If you don’t have Facebook Advertising set up, then you’re likely missing an essential part of it: your Facebook Pixel. The Facebook pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.

Don’t know if you have a pixel installed? Business Warrior shows you if Facebook Pixel is installed correctly on your website for free. If it’s not installed, Business Warrior’s Scout plan shows you exactly how to install it. They can also install it for you with Business Warrior Pro. Sign up today to start targeting your competitor’s audiences! 

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