September 27th, 2017
Crafting a compelling ad is only one part of the equation when it comes to launching a successful Facebook Ad campaign, especially when it comes to niche markets like the wine industry. The other equally important factor in determining the outcome of your campaign, is the audience your ads are served to. Facebook provides a number of exact and broader targeting options that can ensure your ad is seen by only the most relevant audience, maximizing the impact of your budget, big or small. Read on to learn how to create and use custom audiences, their lookalikes, as well as interest and behavior based audiences to get the greatest return on your marketing efforts and dollars.
An excellent place to start is by creating custom audiences using the Facebook Pixel and email lists. A Facebook Pixel is a piece of code you place on your website that tracks website events, conversions, and can be used to create custom audiences for targeting. Before you begin setting up your campaigns, head over to “Audiences” in the top left drop down navigation bar of Facebook Ads Manager or Facebook Power Editor. From there, create some of the following custom audiences and their lookalikes for targeting. Lookalike audiences are highly effective in targeting users who “look like” the people on your email list, that visited your website and were tagged by the Facebook Pixel, or are fans of your Facebook Page, based on their interests and behaviors.
Custom Audiences
- Website Visitors
- Customers
- Newsletter Subscribers
- Facebook Fans
- Wine Club Members
- Add to Cart – People who added wine bottles and winery merchandise to the cart but did not check out
- Winery Event – Interested – People who indicated they were interested in attending an event at your winery
- Winery Event – Attended – People who indicated that they are attending/attended an event at your winery
Custom Audiences – Lookalikes
- Website Visitors – Lookalike
- Customers – Lookalike
- Newsletter Subscribers – Lookalike
- Facebook Fans – Lookalike
- Wine Club Members – Lookalike
- Add to Cart – Lookalike
- Winery Event – Interested – Lookalike
- Winery Event – Attended – Lookalike
Want to branch out into interest and behavioral targeting? Create new campaigns and at the ad set level, test some of the wine types, regions, clubs, wineries, industry publications, and other wine related interests, listed below. When setting up your targeting, be mindful of legal age ranges in the geographic area you are targeting (e.g. United States, age 21+) and exclude audiences that you don’t want to target such as existing customers or wine club members, depending on your ad copy and goals. If one of your goals is to get people to visit your tasting room, you can also target people who frequent your area in the location targeting section.
Wine & Related Interests:
- Wine
- Winery
- Vineyard
- Food & Wine
- Wine Tasting
- Wine Bar
- Harvest (wine)
- Wine and Food Matching
- Aroma of Wine
- Sweetness of Wine
- A Glass of Wine
- Wine Bottle
- Wine Tasting Descriptors
- Wine Cellar
- Winemaking
- Wine & Spirit
- Wine Lovers
- Women & Wine
- Moms Who Need Wine
- Wine Time
- Wine Sisterhood
- Wine Festival
- Wine & Food Travel
- Cheese
- Chocolate
Wine Clubs
- Wine Clubs
- California Wine Club
- Wine of the Month Club
Wine Type
- Cabernet Sauvignon
- Cabernet Franc
- Sauvignon Blanc
- Pinot Noir
- Pinot Gris
- Pinot Blanc
- Malbec
- Vino Malbec
- Red wine
- Spanish wine
- Champagne
- Pink Champagne
- Sparkling wine
- White wine
- Ice wine
- Bordeaux
- Oak (wine)
- Cava (Spanish wine)
- Rose wine
- Prosecco
- Chardonnay
- Merlot
- Riesling
- Zinfandel
- Sangiovese
- Syrah
- Shiraz
- Tempranillo
- Nebbiolo
- Barbera
Specific Wines and Wineries
- J. Lohr Vineyards and Wines
- Francis Ford Coppola Winery
- La Crema Winery
- Duckhorn Vineyards
- Rodney Strong Vineyards
- JUSTIN Vineyards & Winery
- Beringer Vineyards
- Cavit Wines
- Kim Crawford Wines
- Brown Brothers Winery
- Columbia Winery
- Cambria Winery
- Robert Mondavi Winery
- Sutter Home Winery
- Stags’ Leap Winery
- Oliver Winery
- Arrington Vineyards
- Sonoma-Cutrer Vineyards
- Spring Mountain Vineyard
- Kendall-Jackson
- E & J Gallo Winery
- Laurita Winery
- Barefoot Wine & Bubbly
- Jordan Vineyard & Winery
- Wollersheim Winery
- Clos Du Val Winery
- Murphy-Goode Winery
- Opus One Winery
- Flora Springs Winery
- Mountain Winery
- Screaming Eagle Winery and Vineyard
- Mirassou Winery
- Planeta Winery
- Gnarly Head Wines
- Dom Pérignon (wine)
- Moët & Chandon
- Veuve Clicquot
- Champagne Krug
- Perrier-Jouët
- Taittinger
- G. H. Mumm
- Bollinger
- Ruinart (Champagne)
- Cristal (wine)
- Piper-Heidsieck Champagne
- Yellow Tail (wine)
- Santa Rita Wines
- De Bortoli Wines
- Duckhorn Vineyards
- Apothic Wine
- Nobilo Wines
- Spring Mountain Vineyard
- Cupcake Vineyards
- Beringer Vineyards
- Sula Vineyards
- Sterling Vineyards
- Caymus Vineyards
- DeLoach Vineyards
- Wente Vineyards
- Rodney Strong Vineyards
By Region
- Napa Valley AVA
- Napa County Wine
- Napa Valley Wine Country Tours
- Sonoma County Wine
- Sonoma Coast AVA
- Sonoma Valley AVA
- Sonoma Wine Country Weekend
- Paso Robles wine
- Walla Walla wine
- Temecula Valley Balloon & Wine Festival
- Temecula Valley Southern California Wine Country
- Wine country (California)
- Canadian wine
- Mexican wine
- Portuguese wine
- Austrian wine
- Swiss wine
- German wine
- Greek wine
- French wine
- Italian wine
- Italian wines – Vini Italiani
- Spanish wine
- American wine
- Australian wine
- South African wine
- Wine regions of South Africa
Publications
- Wine Enthusiast Magazine
- Food & Wine Magazine
- Wine & Spirits Magazine
- Wine Spectator
- The Wine Advocate
- Decanter (magazine)
Retailers
- BevMo!
- Total Wine & More
- Wine.com
Behaviors
- Wine
Using Facebook audiences for advertising might seem about as easy as finding the best deal at a Total Wine & More, but these lists of audiences should give you plenty to start with. Have fun while getting creative with who you target in an effort to reach your goals. Whether you’re looking to drive users to your website, increase foot-traffic to your tasting room, promote attendance at your events, improve wine club memberships, or simply boost sales and brand awareness in general, strategic Facebook Ads are a great way to help.
Have questions about Facebook audiences or want to talk about how Facebook Ads can benefit your wine business? We would love to hear from you. Leave a comment below or contact us here.
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