You have just started advertising on Facebook and Instagram and you have no idea what you are doing?
Or you have been advertising for a while, but you still don’t see any significant results or changes.
Okay, I’ll help you today. Let’s start with the basics.
Have you installed a Facebook Pixel on your website?
No: please do, this allows you to measure the conversion value and that is the only way that you get a firm grip on your campaigns. It’s very simple nowadays, Shopify has a field where you just have to enter your pixel ID and that’s it. Even dynamic events are implemented. If you work with WordPress, I recommend using a Google Tag Manager.
When you set up your tracking, you can go to your Facebook Business Manager and integrate the pixel with Google Tag Manager. Facebook makes a tag for you in your GTM and you are ready to go.
Don’t have a Business Manager? Do it, you need it. Create an account now: business.facebook.com.
OK, pixel installed? Let’s continue.
Target groups that I always create for each customer are the following:
1. Custom Audience – Website Visitors (7d)
The Facebook Pixel collects information from people who visit your website. You can even limit it to specific landing pages if you want to offer a specific product or service.
Based on the amount of data you have collected, you can create multiple custom audiences based on website data. (visitors 30d, 90d, 180d MAX)
2. Custom Audience – Buyers (7d)
Literally your most important custom audience to create. If you know your customers, you can target them again to increase the frequency, exclude them when you want to reach new customers, and so on. Another cool thing you can do is to create a look-a-like audience based on the data that Facebook has collected from your customers. These look-a-like target groups perform reasonably well. It is important to make look-a-likes when this makes sense. Do it when you have at least 1000 customers or more in your custom audience.
Another good thing to do is to create the custom audience based on the URL that people must visit to make a purchase (/ thankyou page). You also want to create the audience with the help of the ‘Buy’ event of your pixel. This way you have multiple approaches to defining clients and you can compare the data for potential mismatches.
Another smart thing to do: combine website visitors with customers. For example, a customer who has not visited the website in X-days. You can create an advertisement with a message to possibly get it back to your website.
3. Custom Audience – Emails From Customers or Telephone Number List
Again, a good way to compare existing customers. Is your mailing list segmented? Do you know the gender or other demographic information? Use these in your ads to personalize them as you would with a DM.
4. Custom Audience – Engagers
A good way to improve the involvement and reach of an organic mail is to promote the existing mail to your page’s deliverers. These people have liked, commented or visited your page. You can split them all up based on the action they have taken. If you still start, combine them all together.
Now that the fun begins, you can combine these audiences with demographic data and location data to further improve your results. It all depends on your business activities. Do you want to aim people in a radius or are you just interested in targeting an entire country or an entire planet?
All jokes set aside at a niche is the way to go. That is why you can also create these target groups based on the frequency. Customer who has purchased X times or more, website visitors who have visited a certain page x times, and so on. It all makes sense if you create ads that are tailored to the public. If you use the same generic ads for all target groups, you don’t have to split them up.
My most important tip if you have an e-commerce company is to implement dynamic pixel ads and to set up a Facebook product catalog for dynamic ads. These types of campaigns show the highest ROAS I have seen in my years of digital marketing.
If you have questions about some more advanced things, such as dynamic ads, dynamic video campaigns or more, go here!