Facebook Ads is an advertising tool with many features and advantages over other platforms. Integrate different channels:
- Facebook, in its entire interface, is comprised of: Feed, Instant Articles, Instream Videos, Marketplace and Stories.
- Instagram, with more and more audience and better results at the advertising level. Understood by Feed and Stories.
- Audience Network deals with apps and web outside of Facebook. It has three aspects: Native, Instream Video and Award Videos.
- Messenger, the Facebook chat, allows us to include advertising both in the inbox and in your stories.
- Campaigns: where we specify the objective of our campaign, such as. For example, this can be Reach, Interaction, Conversions, Video views … We can also set spending limits so that the campaign stops automatically when it reaches the global budget set.
- Ad groups: within each campaign we can create all the ad groups we want. For us it is the most important point of any strategy. Here we define the target audience, the daily budget and where we show the ad.
- Ads: we recommend including a minimum of 3 ads for each ad group, to have room for improvement by being able to compare and test different messages and / or creatives. In any case, when setting a goal at the campaign level, Facebook itself will adjust the distribution of the investment based on the return offered by each creative. In turn, there are different ad formats such as static image, carousel and video.
How to establish the target audience?
One of the key elements of our Facebook Ads strategy is the delimitation of our target audience. When planning a strategy in Facebook Ads we have three possible scenarios:
We already know our target audience
In this case, we should focus the investment from the beginning on our target so that the profitability is effective from the first minute. This is, of course, the closest scenario to the ideal that any company should have. Our recommendation is – no matter how well profiled our audience is – to allocate 10% of the advertising investment to pilot tests of market niches through 2 possible ways:
A) Opening new audiences that have not yet been worked on allows us to investigate sales growth opportunities.
An example could be an arcade machine company that sells through Facebook Ads and has its target audience well detected (people with interests in video games, born in the 80s), and has a CPA of € 50, with a daily investment of 100 € in this audience.
This, at a certain moment, decides that it wants to test a new audience with € 10 a day with the following segmentation:
>> Collectors with interests in series from the 90s.
After a month, it detects that it begins to work timidly with a CPA of € 70 and that it is worth working with them because the return is positive.
B) Taking out of our “mother” segmentation a series of micro-niches that make us improve our return on investment, detecting if part of our audience works better or worse than the average.
In the same example of the arcade company, it may decide that it will analyze this targeting separately and will remove its website visitors from its ad group and exclude them from its initial targeting so that we now have 2 audiences:
- Initial audience: interests in videogames and born in the 80s excluding visitors.
- Pilot audience: interests in videogames and those born in the 80s who have also visited us.
We detected that the “pilot” public gets a CPA of € 25, with which we will invest more in it and we will be able to reduce our global CPA for our campaigns.
Similarly, if this test gives us a CPA result of € 120, we can exclude this audience and improve our CPA.
We believe we know our target audience
We know it roughly, so in this case what we recommend first is to create the audience that we think will work, to which we would allocate around 40% of the advertising investment. With this, research tests of new niches will be carried out as a test. In this way, we will have the option to grow in volume and also minimize the risk of investment concentration.
We have not identified our target
Within how dangerous it is to launch to advertise a product or service that has not identified its target audience, there are strategies that help detect it. However, it takes an initial job with advertising and test costs. This would involve an investment to demonstrate what is not working.
After defining the audience we have, our message must be according to their tastes, intentions and preferences. We will also have to test again how each message works with each audience. If we can find the perfect gear between the target audience and the right message, we will increase our chances of success with Facebook Ads, whatever our objective.