In the previous article, we looked at which type of campaigns exist and how to set a goal for your campaign. In this article, we will focus on the creation of target groups and explain how to define a target group.
After you choose a type of campaign, the next step is to define your target group. The approach is similar for each campaign type.
First, you should name your ad group. Afterwards you choose where you want to lead your traffic to (traffic campaign) or where to follow up the signups (conversion campaign). The exact URL will be added later. In order to follow the signups, you have to implement a Facebook pixel on your blog. You can find a tutorial on how to do that here.
Whom do you want to reach with your ad?
Define your target group. The success of the campaign depends on various factors and the proper target group plays a major part.
Custom Audience: When you click in Adverts Manager on audience, you can add a target group.
You have four options to choose from, however, only three are relevant for bloggers.
Customer file: You can import an excel sheet with different email addresses, first and last names and other details of your target group. All data will be anonymided by Facebook, nevertheless you have to observe the data privacy act, if you want to upload, for example, your newsletter email list.
Website traffic: You can create a target group with users who already visited your blog. It is only possible if the user visited certain areas on your website. Furthermore, you can filter based on how much time the visitor spent on your blog. With that you can exclude users who spent less than 1 minute on your website.
Engagement: You can add a target group with those who already interacted with your page on Facebook. The following interactions are possible:
- Video: users who have spent time watching your videos on Facebook or Instagram
- Lead from: users who have opened or completed a form in your lead adverts on Facebook or Instagram
- Canvas: users who have opened your Canvas on Facebook
- Facebook page: users who have interacted with your page on Facebook
- Instagram business profile: users who have interacted with your Instagram business profile
You have different possibilities to reach your followers:
- choose users who interacted with your website
- all who visited your website
- all who interacted with your posts or adverts
- all who clicked on a CTA
- all who sent a message to your website
- all who saved or bookmarked your website or a post
Also, you can decide in which period of time the person will be included in a target group. The maximum is 365 days.
Your custom audience can be excluded from a campaign.
Once you have created a target group, you can add a lookalike target group to find people on Facebook who are similar to your current readers and share the same or similar behavioural characteristics. With that you can reach out to potential readers, who are likely to be highly interested in your blog.
The size of your lookalike audience depends on all Facebook users of the country you choose. Around 1 – 10% of all Facebook users of one country share similarities with your target group. For example, if within one country there are 10 million Facebook users, you can reach around 100,000 to 1,000,000 users. The creation of a lookalike audience increases the potential reach by 3 – 10%, however, it decreases the similarity of your existing reach.
After you have created and chosen a custom audience, you can decide where you want to reach potential readers. Here you can choose several countries, regions, or cities. The next step is to decide the age range, gender, and the language of your target audience. The language is important in countries in which more than one language is spoken, for example Switzerland.
You can define your target group into something even more detailed by adding interests, which your potential readers have. This creates a differentiation between demographic information, interests, behavioural characteristics and other categories. Within the demographic information you can reach other bloggers by adding the job title. Within interests you can choose users who are interested in certain Facebook pages or blog themes. Remember which blogs and newspapers are read by your potential target group. If you search for blogs, categories will appear on the right side. When you choose blog as job, other bloggers will be targeted, if you choose blog as an interest, all Facebook users who are interested in blogs will see your ad.
You can combine or exclude several different interests. The more specific your target group is, the less divergence loss you have and the cheaper the ad becomes.
The last target possibility is connection. Through this tool you can reach people who have a connection with your Facebook site, like your followers and their friends. You can also exclude these.
You can save the newly created target group, if you want to use them in more than one ad.
In the next step, you can decide where your ad is displayed. One choice is to let Facebook decide, which also means that it can be shown on Instagram. If you click on edit, you can choose which users your ad will be shown to, when and on which device.
When you click on the Facebook arrow, you can decide whether you want your ad to appear in the feed or on the right-hand side. At the beginning, you can test several options to understand where you can reach your target group in the most effective and economic way.
Within Instagram you can choose between Instagram Feed or Instagram stories.
Audience Network: The Facebook Audience Network is a network outside of Facebook with which you can reach the users of Facebook partner apps.
The last step is to define your budget. The budget is based on a daily amount.
After you have defined your budget, Facebook shows you the potential reach of your ad on the right-hand side. The number of people that are reachable depends on the budget you have set.
In the next step, you choose optimisation for advert delivery. In the beginning, we suggest letting Facebook do the optimisation. Your influence has an effect on the people who are seeing the ad.
The bid amount determines if Facebook does a bid for you or if you want to bid yourself. If you choose manual, you can decide how much you want to pay per click.
Like in other online marketing applications: test, test, and test. That’s the only way to find the optimal target group.
Now that you know how to define the target groups for your Facebook ad campaign, in the next article we will explain how to design your ad and show you the different types of ads you can make.