How to Target Facebook Ads - The possibilities of segmenting Facebook ads are currently many and varied. The platform allows us to reach the right audience at every moment, wherever traffic, registrations, and sales on the client's website are increasing.
There are multiple options to segment campaigns on Facebook. Next, you will see the list of options along with tips on how to implement them.
The option to segment Facebook ads by geographic segmentation:
It is key to reach users from countries, states, provinces, and cities that interest your business. Here my advice is to be clear about which area we want to impact and if they ask us to impact only a number of Spanish communities, what works best is to segment the total of Spain and use the "Exclude" option for those communities where we want to appear By experience it is the practice that has given us the best results.
The possibility of segmenting Facebook ads by demographic data:
This option allows us to reach users of a certain age and sex. Here you must have 100% detected who is your target audience to limit the age and sex of your campaigns. If you have doubts about your target and you need to reach other audiences, it's time to try and launch your campaigns to "everyone". In this way, after a few days of the campaign, you will be able to analyze which sex and which age ranges are working better thanks to the data provided by the "Delivery Breakdown". Where you can also consult data disaggregated by location, region, country, etc. In addition, I invite you to analyze the data provided by the tool in the "Breakdown by action" and "Breakdown by the time". They will help you a lot in making decisions to get the most out of your potential audience and, thus, reach success.
The option to segment Facebook ads by interest segmentation
It allows us to make the audience more specific according to their behaviors, tastes, and hobbies. Facebook puts hundreds of possibilities within reach. But eye! Here we must bear in mind that creating very specific audiences will help us meet our target but will also greatly reduce the volume of users the campaign will reach. Therefore, here it is necessary to maintain a balance between segmentation and volume so that our campaign is not affected or does not get enough visibility. To avoid this, we should not focus exclusively on the product/service you want to publish. If we do this, the target audience will probably not even have 1,000 people (too low). Here my advice is, for example, to make a search for similar brands (competition) and include them in the public.
As you see as you establish your segmentation, the size of your potential audience reflects the number of people on Facebook under those conditions. But it is really the budget and duration of the campaign that defines the actual number of people your ads will reach.
It is also worth mentioning the behavioral segmentation.
It is what allows us to reach users according to certain habits, certain activities or the use of devices. This type of segmentation is very interesting and I would like to highlight the option "Activities was digital" that allows us to reach users who, for example, have already bought on Facebook. And even categorizes them according to whether the payment was recent or with an expense higher than the average. What allows us to impact a very active user that we know makes online purchases regularly and can be a potential customer for our e-commerce.
This type of interests is what we call in Elogia "established interests", are predefined by Facebook and are constantly working on them to improve them. We must be attentive to the news that can be incorporated to continue testing new segmentation in our campaigns. The success of the campaigns on Facebook is in the constant test/trial/error, which will allow us to know what really works for our product or service.
When applying interest segmentation in our campaigns, my recommendation is to create different AD sets for interests of "free search" (those that we search in the search engine directly) and "established interests" (those that are predefined by Facebook). So we can see the results separately and see which of them work best for us.
If our company already has a route, has a full implementation of the Facebook pixel and you want to do it very well, we have to talk about advanced segmentation.
In case you do not know them, here we talk about personalized audiences, which allow us to segment the ads so that they are addressed to existing customers, included in a database, or to exclude them if we consider it necessary. For example, if we have a campaign oriented to register, it will be necessary to deny those already registered so as not to impact them again and focus our effort and budget on capturing new conversions.
Within this same section, with the aim of improving the reach of our campaigns and reaching really interesting audiences, Facebook puts at our disposal the possibility of looking for similar audiences the users who buy our product or visit our website. The lookalike search is created from a personalized audience and allows us to reach similar people, with similar interests and tastes. Therefore, if we have a good database we must upload it to Facebook (personalized public) and create a similar audience from it (lookalike). Open with it an Ad set segmented specifically to this audience and analyze the data obtained with it. My experience tells me that these types of campaigns are the ones that provide us with the best information, along with the remarketing lines, so my advice is to start them up whenever possible.
As you can see, in addition to taking advantage of each and every one of the segmentation possibilities that Facebook offers us, one of the best practices and advice that I can give you is that you create independent ad groups for the different segmentations applied, especially in the case of Advanced segmentation with personalized audiences.
I hope this information has been useful for you. To expand the contents, you can read this post about facebook ads or this infographic. From the Outbound department we implement and optimize daily social ads campaigns ... and the truth is, we are not bad at all;)