These 8 methods are used for Facebook Ad Targeting Optimization!
The following articles are from Internet Data Officer , author Lu Dong/Yu Dongliang
Digital marketing practitioners? It's enough to focus on this number.
Focus on SEM and information flow ads
Source: Internet Data Officer
By: tougao@27sem .com
Domestic useFacebook's advertisers and industries may be limited, but as an Internet person, we have to maintain a keen sense of insight, great learning ability, and learn more about some of the products we will be involved in the near future or in the future.
Share it with you today.How to optimize Facebook's ad targeting,I hope I can help you all.BroadenInformation flow optimization ideas.
Can your Facebook ad targeting be further optimized?
Are you looking for new ways to reach your ideal audience with Facebook ads?
This article describes eight ways to help you optimize Your Facebook ad targeting.New targeting options can help you increase conversion rates for Facebook ads.
1, accurately filter similar audiences with interest (lookalike audience)
If your blog has a lot of traffic, or has a wide range of potential customers, it's a great choice to use a similar audience to target a larger audience. In many cases, however, similar audiences are too large. In the United States, for example, the smallest similar audience also has about 1 million.
To find a smaller and more targeted audience for your ad, it is recommended that you test your ad with different interest targets. When you find the right matching mix of similar audiences and interests, you have a more targeted audience and the cost of each click/conversion decreases.
Here's how to combine interest with a similar audience.
First, select a similar audience you want to test. For example, in the image below, I chose a similar audience of 1.9 million people (equivalent to 1% of the U.S. population).
Choose your similar audience
Then scroll down to Detail Targeting and add interest one by one.
Choose the interest that best suits your target audience
Test the options above with the traditional "single point of interest" audience (with a wider coverage).See if you can refine a more precise definition of an already well-defined audience.
Improve interest orientation through companies and blogs
The way audiences are defined based on interests has changed dramatically over the past year. In the early stages of interest orientation, the available interests are limited, and interest coverage is often general(e.g. running, marathon, triathlon)。
Companies, blogs, and even influential people can now be defined as interests. Instead of using a wide range of terminology, you can choose something like a motion log（RunKeeper）, Nike and Energy Bracelet（Nike + Fuelband）Jeff Galloway and Runner's World blog（JeffGalloway+Runner's World Blog）such interest. These types of interests are often more effective than a wide range of terminology.
If your audience is too small, try selecting dozens of companies, apps, opinion leaders, and blogs.
This is an example of a classic and advanced audience mix.
Choose from a wide range of interests, such as running
Here's a recommended mix for smaller audiences.
Choose multiple segmented interest choices
Start with a wide audience, then slowly refine your audience with more segmentation options, or take a small, refined route from the start to steadily expand your reach. No matter what strategy you choose, make sure you provide enough presentation to test its effectiveness thoroughly and accurately.
2, relax the age range
A common practice for defining a target audience isBased on product definitions or via Facebook Precision Marketing Data Analysis Tools（FacebookInsights）Choose the right age group. For example, when advertising for college students, most advertisers will choose people between the ages of 18 and 22.
A great way to reduce conversion costs is to expand your age range。 To test a wider age range, try any of the following options:
Select age with a span of 10 years (e.g. 18-28 years)
Select age span 30-40 years old (e.g. 18-58 years old)
Younger and larger age groups
You may be surprised to find that facebook ads haven't changed, but costs are falling.
3, use the "Must Match" feature
Last October, Facebook launched a program called "Detail Orientation"（Detailed Targeting）"New features. This allows you to select "Must match at the same time"（must also match）"More interest, not just meeting any point in a set of interests."
Multiple experiments from different categories and industries have shown thatAdding an interest in "must match at the same time" leads to a more accurate audience, resulting in a 25% reduction in click/conversion costs.
For example, if you choose Twitter as an interest and treat Socialmedia Marketing as a "must match" interest, this match will be better than the usual choice of two interests or just one interest.
Choose a "must match" interest to narrow down an overly broad audience
To test which options are really useful to you, change the interest option that must match at the same time in the options box below. Try adding two or three interests, keeping the closely related tags, and then see if your conversion rate increases. If not, it may be because one of your directed interests is too biased.
4, blocking existing visitors to the site
Don't waste ad money on people who are already loyal to you unless your ad campaign is targeted at potential customers. You can exclude certain demographics or audiences for specific interests.
To this end,First you need to install a Facebook code on your blog or website.The code will build a Facebook user base from people who have already visited your blog. Then exclude all visitors to your blog in The Custom Audiences section. Select the custom or existing audience you create.
Exclude people who have been successfully reached
5, segment redirect audience
Instead of defining all users who have visited your blog as the same audience, you'll divide visitors into different interactive categories. This allows you to deliver your message to your audience in a targeted way.Here are some potential benefits:
Increase overall audience engagement.
Increase conversion for each audience.
Build long-term brand value. (You don't use irrelevant information to harass a specific audience.) )
Here's a breakdown to try:
Segmented by last visit time:Redirect users who have visited your blog in the last 14, 14-60 days, or more. People who have recently visited your blog are more likely to convert, and the cost is often lower.
Segmented by the number of pages users visit:Redirect stomp only access to users of 1 page, 2-5 pages, or more. This is a good illustration of how much the user is interested in the product.
Segmented by specific pages:Redirect a group of users who visit a specific page, such as a quote page. They are more likely to convert.
Segmented by the length of the visitor's online time:Choose to stay online for less than 10 seconds, 10-60 seconds, or more than 1 minute. This is another indicator of user engagement. Removing all users browsing on a blog for less than 10 seconds is usually a good policy. They are less likely to remember your brand and don't show much interest.
To create a redirectgroup by time on a blog, specific page, or number of pages visited, we recommend using Google Tracking Code Manager.
6, the advanced users of directional equipment
Digital device users can be targeted and directed(These people are more likely to click and sign up/buy)to increase the number of conversions.
More optimization methods can be excavated through the user behavior section. As an advertiser, you can use behavior tags to define your audience(for example, travel frequenter, video gamer or Facebook page owner)。 When you use the behavior tag to cut out users who are less likely to convert, you'll find the results surprisingly good.
While some behaviors cannot be excluded, you can bypass them by selecting other options. For example, to remove users who use 2G/3G mobile networks, select only those who use 4G and Wi-Fi. That way, you can target more advanced users of device technology, use a smartphone, and are more likely to click on ads.
Select only those who use 4G and Wifi
If you're worried that the landing page is too large to be bad for loading,SuggestionsTry an AB test between 4G and 3G. This helps you determine whether load times are an important factor.
7, segment the audience through the browser
The user's browser type can also reflect a lot of user information, so that you can better target high conversion targets.
Some products attract more Chrome(Google Chrome)users, some products attract more Safari users. For example, choose all browsers except Internet Explorer unless you are for recent users or a senior audience. Doing so helps improve every aspect of your ad campaigns.
If you're running widgets, choose Chrome and Safari
8. Create separate mobile and PC device advertising campaigns
In theory, if an ad is displayed on a mobile and PC device, the CPC for each platform is the same as the CPC for an ad campaign that appears on only one platform. However, this is not the case in practice.
WHEN YOU CREATE THE SAME AD CAMPAIGN FOR BOTH PLATFORMS, CPC SOMETIMES DROPS. Facebook doesn't evenly distribute the show through the platform, and in most cases, more than 95 percent of its ads are now on mobile devices.
We did three different tests: the first set of test ad placements to select mobile and desktop devices, the second group of tests to select only desktop devices, and the third group to select only mobile devices. The results may make you look bad.
Run tests in different ad locations on mobile and desktop devices
Don't forget that consumers use desktop and mobile devices differently, so this segmented ad campaign also lets you better deliver specific information for each audience. This can be done in two.
How to test Facebook ads ad
To understand which optimizations are more appropriate, you need to test ads ad and make sure you test only one thing at a time. Here are some tips you'll need:
Don't run too many tests in parallel. If you reach different audiences(Broken by Country, Age Group, Interest)Advertising, or every test at different time, can prevent your ad campaigns from competing with each other.
Always create a new ad set. Do not adjust the existing one. Previous results always affect the current result. For example, if your low click-through rate results in a higher cost per click, even if you're optimized, it might be more expensive than the ads on your new ad set.
Test at least 24 hours at a time. Thanks to Facebook's algorithm, you should run at least a full day if you want the test results to reflect future results of future ad campaigns. Of course, the longer the better.
Create a budget big enough. I usually get at least 50 clicks from the budget. For example, if your average click cost is $0.50, your budget is $25.
A successful Facebook ad campaign is usually the result of dozens of optimizations and tests. Testing can help you identify every fine-tuning in your ad campaign settings that could have a huge impact on your results.
Run some new tests every week and you'll see positive results right away.
What do you think? Are you using The A/B test to optimize the flow of information ads? What tips can be provided? Share your thoughts with the message below.
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