With an audience of 24 million users in Spain, Facebook Ads has become one of the main channels to promote yourself. In this post we will see how to choose a segmentation strategy, choosing the audience and audience that interests us to achieve better performance in our campaigns.
Part of this advertising success is due to the possibilities that the platform gives us and that allow us to segment audiences with great precision, based on the knowledge you have about the public. Although Facebook Ads does not allow you to generate audiences of less than 1000 users.
The Cost per click on Facebook campaigns can vary considerably depending on the audience chosen. Choosing a suitable audience is rewarded in better metrics like CTRs and higher conversion rates in addition to, of course, lower CPCs. That’s why it’s important to choose a good Facebook Ads campaign strategy.
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Many times we generate audiences without any previous forecast and end up obsolete in the lists of audiences, here we leave you some audiences that have given us better results:
Lookalike audiences are one of the key audiences in Targeting Facebook Ads. They allow you to reach new users who have similarities with current visitors or buyers. Lookalike audiences are looking for users with commonalities to your ideal customers. It is very useful because it allows you to open the radius of action of your campaigns without making bids excessively more expensive.
To build this type of audience you can choose different sources of data source:
- Page Followers
- Visitors to the website
- CRM customer lists
To be able to work you need at least 100 users, although Facebook’s recommendations are more than 100. The larger the sample, the easier the algorithm will have to generate an accurate lookalike.
Once the data source has been chosen, the desired size must be selected. Being the most accurate 1% and up to a maximum of 10%. Larger audiences have more reach, but the commonalities with the reference group are more diffuse. Small audiences provide greater accuracy in impacts, but reduce reach.
Depending on the strategy and objectives, it may be interesting to use more related or broad audiences.
Demographic specifications: once the lookalike audience has been created, the segmentation can be further specified through the Power Editor. If what is needed is an audience similar to the buyers, but that is also composed only of women from Seville this can be done through the drop-down menus. It is allowed to limit by age, sex and location.
If you already have a list of customers or leads, they can be uploaded to the Facebook platform. Through a CSV file or a direct copy-paste. Facebook Ads will use the uploaded data to cross it with its user base and thus be able to generate an audience. Only the customer’s email is needed, but the more information you are able to supply, the more accurate the optimization will be.
For example, if you have the data of the repetition of purchase of each client you can carry out campaigns to recurring customers.
With the Facebook pixel installed on the web you can create audiences based on the users who have visited your website. This option opens up many paths to create different segmentations.
Audience by time on page
One option is to segment the audience that spends the most time on the web. You can select those users who are between 5%, 10% and 25% of the most active users. This type of audience has shown interest in the web and will be more favorable to receive your advertising.
Users who visit specific pages
Within the same site there are some pages that have more value than others. A different value can be given to users who visited pages that were not very relevant compared to those who visited pages that were very oriented to the purchase.
Users who have not visited the website for a long time
Thanks to the pixel you can create an audience with those users who have been a certain period of time without returning to your website. Generating an audience with users who did not visit the web, for example, in the last 15-30 days can be useful to refish customers through exclusive promotions.
To this audience you must pay special attention and measure the results so as not to lose profitability.
Users who visit the blog
This audience can be generated through specific pages. Here an audience is created that shows interest in your content and you can impact them with the new content to generate more engagement.
Personalized Life Time Value audiences are those that allow us to focus on the customer’s lifespan. The customer has a value and audiences can be generated based on that parameter.
These audiences have enormous potential because they do not remain only in the superficiality of the transaction or the achievement of the objective. This is the net value of the revenue a user generates during the entire time they are a customer. LTV audiences are created through a file that is uploaded to Facebook Ads.