Targeted audiences for optimizing ads.
In general I choose a larger audience over a smaller audience for targeting on my Facebook ads. In my experience Facebook has the ability to find the right people to see may(your) ads. It comes to the copy and image to attract the correct people from that larger audience.
I think audiences targeting should be specific enough to contain the right people as well as some who are not your true ideal customers. The ideal customers will self identify, because the copy and imagery “speaks” to them. Once they click the offer speaks to them at a deeper level.
When creating an audience, consider how close the audience is to the action you want them to take. If you want leads targeting a lookalike audience built from your leads may work better than an audience built from some other interaction.
Same holds true for purchasers lookalike audience. This audience may cost more per lead, but be worth more in the long run.
For Optimized Targeting:
Facebook pages offer a bunch of different options to target for engagements.
One of the audiences that jumps out at me is people who have messaged your page. Creating a lookalike of this audience and running some type of Messenger ad (with or without a Bot) might work well for you.
The option to build an audience of people who engaged with a post or an ad, is useful if you are looking for people to engage with new posts. This is a way to grow a highly relevant and interactive audience. If you plan to pay to promote content, you want to promote to an audience who is most likely to interact with it. This might be a good option.
You can use video ads to create a highly targeted audience.
1. Starting with a large audience create a video ad and display to a lookalike (goal) audience.
2. Build an audience of 50% viewers from the first video post/ad.
3. Show a new video to the 50% viewers.
4. Create an audience from these 50% viewers.
5. Make an offer to this filtered audience.
With this video ad structure you will need to test how many steps and what percentages work for you. Keeping peoples attention is a great filter and creates a highly targeted audience primed for some type of offer.
Time on site:
You can refine audiences by how long they spend on your site. Similar to the video ad funnel, you can build audiences of people who engage with your website content.
This might work well with longer posts explaining how to do something, especially if the next steps of that “something” are solved quicker or better by what you are selling.
Refine By Option:
Another interesting targeting audience is to segregate using the “refine” option. With this you can refine by:
- How often someone visits your site. For example someone who visited 3 times in the last 30 days. You will have to test how much amount of engagement works for you as it will be different for everyone.
- Segregating by device. You can build an audience of only people who are on IOS/Android or desktop. If you dig into your data and see that 90% of your sales happen on IOS mobile devices, this is a useful targeting option. If you are running app installs, breaking out your audience like this could be useful.
- Combination: You can build audiences that combine these into a very specific audience. You could specify people who visit a particular url (or multiple) + refined by visiting 2 or more times + refined by which type of device they are on.
This is useful to highly target people who are solving a problem with a device. This will work well if you have some solid “how To” content where someone might be reading it more than once. Also if you have a series of posts that solve a problem and you product might solve the problem faster or easier.
Using the exclude option can be powerful to build time and series into your targeting! Create a series of ads that starts once someone interacts with the first ad.
1. Run ad (lead, content, etc)
2. Build audience of people who interacted with the first ad of 3, 6, 9, 12 days (4 audiences as an example)
3. Your next ads “retarget” people who interacted with the first ad for 3 days (no exclude)
4. Your ad #3 ” retargets people who interacted with your first ad between 3 and six days ago so six day audience exclude 3 day audience.
5. Your #4 “retargets” from day 6-9 buy showing to the 9 day audience and excluding the 6 day audience.
This sequence can continue so that once someone becomes a lead you can continue to ensure that they stay engaged with your content over the time it takes someone to buy.
Each of these audience can exclude the purchase audience so you don’t spend money showing ads to people who already bought.
You can become really creative in you option of how you include and exclude different audiences.