Reaching out to pregnant moms using Facebook Ads can be a challenging task for businesses in the maternity and baby products industry. The first hurdle to overcome is the sensitivity of the topic. Pregnancy is a personal and intimate experience, and not everyone is comfortable sharing this information publicly. Additionally, Facebook has removed a number of audience segments for privacy concerns and ethical considerations, making it challenging to target ads specifically to pregnant women.
Another challenge is identifying the right audience. The life of a typical pregnant mom can vary greatly, making it difficult to pinpoint a specific demographic or interest group. However, by understanding the maternity audience targeting options on Facebook Ads, you can significantly improve your ad performance.
Understanding the Maternity Audience on Facebook
To target pregnant moms effectively, it's crucial to understand their unique needs, preferences, and habits. Try to go deeper and think more specifically about the life of a typical pregnant woman. Here are a few questions to ask yourself:
- What problems do pregnant moms usually face?
- How do pregnant moms perceive their lifestyle? Is it athletic, musical, or fashionable?
- What magazines do pregnant women usually read?
- What pregnancy websites do expectant mom-to-be always visit?
- Any pregnancy-related exercises, or diets?
- Any thought leaders or influencers that expectant mothers will follow?
- Are there any maternity brands that specialize in mothercare items?
Once you have answers to these questions, use the info to create a Facebook Ad that resonates with them on an emotional level. Your ad should help them envision themselves using your service.
Audience Targeting Options for Pregnant Moms
1. Detailed Targeting
While Facebook doesn't allow you to directly target a "Pregnant" audience, you can match pregnant moms' preferences and habits to the detailed targeting options below:
- Demographics: Target female users who are between the age of 18-40, with relationship status as "Married" or life events as "Newly engaged" and "Newlywed", ensuring that you're reaching out to those who have a high probability of pregnancy.
- Interests: Select interests related to pregnancy, such as motherhood, children & parenting, maternity fashion, baby powder, or even childcare. This helps you reach users who are actively engaging with content relevant to pregnant moms.
2. Targeting Facebook Pages and Magazines
One effective way to reach pregnant moms is to target Facebook pages and magazines that cater to this audience. By targeting users who like or follow these pages, you can ensure that your ads are shown to those who are actively seeking information and resources related to pregnancy and maternity. Some examples of pages and magazines target options include:
- Pregnancy and parenting magazines
- Baby product brands such as "Babyshop", "Johnson's Baby" and "Philips AVENT"
- Prenatal care providers
- Maternity clothing retailers
- Prenatal fitness and wellness pages
This strategy helps you tap into a pre-existing audience that is already engaged with pregnancy-related content, increasing the likelihood that your ads will resonate with them.
3. Custom Audience Retargeting
Custom Audiences allow you to target people who have already interacted with your brand. You can create a list of users who have visited your website, engaged with your content, or provided their contact information.
This is a highly effective way to reach pregnant moms who have already shown interest in your brand or products. By implementing retargeting strategies, you can effectively reach pregnant moms who have already expressed interest in maternity-related content.
4. Lookalike Audience
With Lookalike Audiences, you can target people who are similar to your existing customers or leads. Facebook will analyze your Custom Audience and find users with similar demographics, interests, and behaviors. This can help you reach new pregnant moms who are likely to be interested in your products or services.
5. Excluding "New Moms" or "New Parents"
When targeting pregnant moms, it's essential to exclude female audiences who have recently given birth, making them less relevant for your ads. Most of the demographic targeting options won't appear under "Exclude people who match" to avoid discrimination, but there are workarounds such as excluding kindergarten or preschool interests.
Excluding this audience allows you to focus on the users who are still pregnant and potentially interested in your products or services. You can create a separate ad set to split test if this exclusion option improves or reduces your Facebook ad performance.
By implementing these strategies, you can narrow down your targeting to pregnant moms on Facebook Ads, ensuring that your Facebook campaigns reach the maternity audience and generate better ROI on Facebook Ads.