One Common Audience Targeting Mistake to Avoid on Facebook

One Common Audience Targeting Mistake to Avoid on Facebook

Ever wish your ad spend would only cover tangible business outcomes and not cut into profit margins? Lucky for you, this is possible with performance marketing!

Performance marketing is a risk-free solution to maximizing business or brand growth. It’s an innovative way to de-risk your marketing spend as it ensures you’re only paying for the consumer or user actions that are most valuable to your business. Performance marketing is best suited for advertisers who are looking to maximize their return on investment (ROI)!

Performance Optimizations: Audience Testing

As any media agency or seasoned media buyer will tell you it’s key to constantly and strategically optimize various aspects of your campaign in order to continuously deliver results. Standard optimizations include creative iterations to avoid ad fatigue, along with testing various bidding strategies and audience testing to expand your reach.

Audience testing is especially crucial to the success of your performance campaigns because without reaching the adequate audiences, you risk spending an excess of funds to find the users who are most likely to convert. Even if you have found your golden audiences that consistently deliver, over time, they may stagnate as audience saturation increases or as more competitors enter the market and bid against these audiences. This is precisely why it’s important to continue to test new audiences – even in established campaigns.

The Problem with Product-Centric Audiences

If your offering is a health supplement, it would make sense to target users who are interested in health supplements, right? Not necessarily.

Oftentimes, advertisers are at the mercy of the ad servers they traffic on. If you’re running your campaign on Facebook for example, there may not be any available in-platform targeting data to build an audience around ‘health supplement interests’. Even if the data is available, what are the odds that your competitors are not also bidding against this audience? Further, you may be limiting your reach by only targeting users who are interested in your specific category, brand or offering. The last point holds true if you’re limiting your targeting to lookalike or website based audiences.

Enter Correlational Audiences

If you’re wondering how to overcome these audience targeting hurdles, we’ve got you covered! Simply give correlational audiences a try!

First, let’s define the term. A correlation is a statistical relationship between variables used to describe or predict information. ​On the other hand, causation (also known as cause and effect) is when an observed event or action appears to have caused a second event or action. 

Simply, targeting audiences that are not closely tied to your offering or category (ie. correlational audiences) may be more advantageous than solely targeting causational audiences in the long run. Why? Not only are competing advertisers less likely to pursue these audiences, it also allows you to constantly expand your reach and target users who may not have shown interest in your specific offering or category.

Over time, these audiences may yield lower acquisition costs (CPA/CPL) or may result in larger conversion volumes since the reach for these audiences is likely higher! Going back to our preceding example, targeting users who have shown interest in ‘iron deficiency’ may be useful. Targeting against this correlational audience in Facebook exposes your campaign to upwards of 200,000 users in North America who you may not have reached otherwise, and who may end up being interested in health supplements!

Audience targeting facebook

Correlational Audiences: A Live Example

To further illuminate this concept, let’s look at some data! Our internal team of performance marketing experts ran extensive tests to see how this theory performs in action.

The client in question was in the beauty and fragrance sector. Our team created audiences in the beauty category that would most closely match the offering. Concurrently, they created correlated audiences focused around frequent travelers, users interested in public events, and users with recent or upcoming anniversaries to name a few.

Audience targeting facebook

As shown in the chart above, the correlated audiences yielded slightly higher cost per acquisitions (CPA/CPL), though they also delivered over 3x as many conversions!

Take Control of your Media Spend

It’s time to take control of your marketing spend. If you’re interested in launching highly converting performance-based campaigns, look no further! Our team of experts have implemented correlational audiences and a variety of advanced media buying tactics across verticals/industries with success. Together, we can help you think out of the box with your audience targeting which can deliver more conversions for your business!

If you are interested in taking your performance to the next level, let’s chat. We’re here to help!

Facebook Flex Targeting: How to Use This (Free) Facebook Tool to Get More Targeted Traffic

Facebook Flex Targeting: How to Use This (Free) Facebook Tool to Get More Targeted Traffic

In this day and age, every business, e-commerce or affiliate site, needs to be flexible and relevant to its customers’ desires. These desires often change, new trends are popping up and old fads are fading away.

Just as you’re constantly adding to and adapting your content and the products you’re featuring on your pages, you’ll need to adapt your Facebook ads as well.

Take Charles Ngo’s Netflix recommendations, “I love Dave Chappelle. Because of this, Netflix will recommend other standup comedians like Jerry Seinfeld. But I don’t like Jerry Seinfeld – not my style of humour. Netflix assumes that because I like Dave Chappelle, I must like all stand up comedy.”

Not the case.

To make sure your ads get to the right audience, you’ll need a special targeting tool.

Thankfully, for all of your Facebook affiliate marketing needs, Facebook has that clever tool in which you can do that, enter: Flex Targeting.

What Is Facebook Flex Targeting and Why Is it Useful?

Facebook Ads are notoriously affordable ways to get your site to a wider audience.

Thanks to Facebook Flex targeting, you can create a simple ad for a customizable audience.

You can use a variety of filters – interests, gender, location, age and more – and be assured that your ad isn’t just floating around in cyberspace appearing to the wrong people.

By using Facebook Flex targeting, you’re telling Facebook who you’d like to see your ads and they’re using their clever algorithms to make sure your audience gets reached.

With the Facebook Ads Manager, you’ll be able to see how successful your ads are by looking at things like how many people they reached (including their demographics), how many people engaged in the ad and how much it costs you per successful result.

It’s a great tool to utilize, because aside from the ad itself – Facebook Flex is completely free. So now you want to know, how do you actually make an ad using Facebook Flex Targeting?

How Do You Use Facebook Flex Targeting?

First things first, you have to know your audience.

The first step to creating your ad is to head over to the Facebook Ads Manager.

From there, navigate your way to the Audience Insights page and explore the kinds of audiences that are in your target location, age, interest group and more.

You can keep your audience as broad as a location and age range or narrow down to something as specific as single moms, ages 25-50, in the Bay Area, who love fitness, running and Yoga. Yes, you can get that specific.

We will then save our chosen audience under Fitness Women.

Create a new advertisement through the Ads Manager using the audience you created.

When you decide to ‘create a new campaign’ you’ll be taken to a page that asks you your objective: awareness, consideration or conversion – with more specific options under each of the categories.

Keep in mind that to track conversions you’ll need a Facebook Pixel installed.

Once you’ve selected your objective, you’ll be asked where you want your ad campaign to take customers and which kind of audience to use.

Here’s where you can select your saved (broad) audience and then customize it according to specific interests and demographics.

You can narrow down your target audience and choose people to exclude from your campaign by clicking “Exclude People” or “Narrow Audience“.

What’s the difference?

When you “Exclude People”, you choose the audience you do not want to target.

For example, you want to target sports loving women with no interest whats so ever in outdoor recreation, so you can use Flex Targeting to exclude them.

You can also target your audience based on more than one set of preferences – Interests, Demographics and Behaviors.

For example, I want to target only married women, ages 25-50, who are into Physical Fitness, Running and Yoga, and Cycling.

Set the budget.

And ready to go.

Facebook Flex is a great tool, not to mention a smartly-designed ad fit for your future clientele and that means more foot traffic.

How to Optimize Facebook Flex Targeting

Facebook Ads Manager and the Flex Targeting Tool can have you creating audience-geared ads in minutes. But you want to make sure your ads are working to the best of their abilities, so here are our top tips on how to help these tools take your advertising to the next level:

Testing, Testing: 1, 2, 3

Consider each ad you place a learning experience.

From each ad campaign, you’ll be able to access a webpage full of data on how your ad performed. From demographics to reach to results – you’ll be able to see where your ad succeeded and with which kind of audiences. Use this information to adapt the audience, placement and other specifications for your next ad campaign and bring you better results.

Provide a Converting Landing (Page)

Your ad might be the most cleverly targeted ad out there on the interweb but if you don’t provide a converting landing page, well, you’ve got some work to do. Make sure your landing page is clear, to-the-point and most importantly not asking too much of people.

While we’d all love the opportunity to win a vacation to Honolulu, if we have to enter the name of our mother’s childhood pet into one more form, well, we might just quit Facebook altogether.

Provide your audience with an appealing, easy-to-navigate, simple-yet-informative landing page, to ensure the best conversion rate for your ad.

Let Your Creative Side Shine

These days, Facebook ads are a dime a dozen, so be sure to make yours stand out as much as possible.

Use witty content, great graphics and utilize the variety of format options on Facebook Ad manager.

It’s truly easy to incorporate video, multiple images, a slideshow or even a full on collection of items through the Ads Manager. Play around, explore the options, always check the previews across your devices and you’ll be on your way to creating a great ad with Facebook Flex Targeting.


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