Custom audiences are the most effective way to set up your campaigns when it comes to Facebook targeting. Why is that so? Because you target ads to people who are following you, they know your brand, they regularly buy products or services, and so the interaction is multiplied by more than targeting by demographics, interests, etc. The largest social network now comes with a novelty that will delight all campaign managers.
Beyond the audience that's been available sometime time, Facebook has now come up with the ability to create audiences from people who interact with your site or posts. This option has only been available for videos, Leads Ads and Canvas. I personally think this is the biggest thing Facebook has come to this year. Why? You will understand this from the article below.
Open your Business Manager and click User Circles. Here click the "Create User Circle" button and click on "Custom Circle of Users". Facebook will give you a preview, see below.
You select "Page" and then show you an audience offering, see the preview below.
So you can prepare an audience for people who:
After selecting one of the options, you can set how many days the old audience you want to target (rather less than 30 days in the e-shop, you can set the marker much higher). Then you name the given circuit and save it.
Once you create it, you can then create a Lookalike Audience (a group of people similar to those that interact on the page) to use this in your targeting.
Since this feature has been available for about two weeks, we were able to do a few first tests. We took bigger profiles and made audiences of people involved in interacting with the site. At the same time, we eliminated the fans of the site and set up a "I like it" ad for these people. Why? Because there is a great chance that when they interact with the site they know the site and are therefore very likely to become fans of the site. We had the same ad set for remarketing site visitors and fan friends.
What did we find out? In the first 4 days, we were at half the cost as well as the most effective campaigns we targeted for site visitors and lookalike audiences. Subsequently, advertising began to cost and we stopped it. The same procedure has been seen with "Web Clicks" or "Web Conversion" ads.
We have further targeted the targeting only on individuals who have interacted with the post. Here we saw the largest potential cost vs. performance.
We strongly recommend targeting for performance sales campaigns. These are usually more optimized, and for this purpose, targeting is greatly suited. For "Like" campaigns, we have seen the opposite effect than typical campaigns happen to. Thus, in the course of time, they are not discounted, but they start at a very low cost and need to be changed more often.
For a long time, we've solved with clients that they wanted to target people who regularly interact with the site but are not fan of the site. That's why we've devised different ways of targeting, competing, collecting contacts, but there's been no way to target those people if you did not catch them through these methods. This concern is now out of the question and you can target all those who have left a trace in the profile you are managing. This opens up another area of targeting that is very effective.
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