Facebook Ads is a rapidly developing advertising platform with new features and techniques emerging all of the time. Audience targeting is used to match ads with your customer profile. Some audiences are more suited for campaigns with measurable cost per acquisition goals, while others are more suited for brand goals. Combination audiences can be used for CPA goals. Facebook has ad formats that include image, video, lead ads, dynamic product ads and more.
Custom Audiences from your website is a powerful way to reach existing customers and those who’ve shown some interest in your business before. Custom Audience from your website is a targeting option that lets advertisers reach people on Facebook who have visited their website by using a Facebook pixel that’s placed on the advertiser’s website. You can create a Custom Audience from your website for any group of customers or prospective customers that you’d like to reach with targeted Facebook Ads. For example, you can run a campaign to reach people who visited your website but didn’t register to encourage them to go back to the website and register.
With email custom Audiences, you can reach contacts you already know with ads on Facebook by uploading a list of contact email addresses. You can also use info from your website or app for custom audience remarketing. Facebook deliver your ad to those people if they’re on Facebook- using the same email address.
Lookalike Audiences help you reach people who are similar to your current customers for fan acquisition, website conversions, coupon claims, brand awareness and off-Facebook purchases. Lookalike Audience targets people who are similar to one of your Custom Audience lists. Lookalike audiences find more people on Facebook who share traits — like location, age, gender and interests — with your customers to expand your reach. Lookalike Audiences are a way to reach new people who are more likely to be interested in your business because they’re similar to your customers.
Behaviour Audiences are activities that people do on or off Facebook that are related to purchase behaviours or intents, travel preferences and device usage. Ads are targeted to people based on things they purchase. Behaviours are constructed from both someone’s activity on Facebook and through offline activity provided by data from Facebook’s third-party partners Acxiom, Datalogix and Epsilon included within Partner Categories- Core Audiences. Some behaviour data is available for US audiences only at the present time.
Interested people are more likely to take action on your advert. Ads are targeted using interest categories like music, films, sport, games, shopping and others to help you find just the right people. Interests may include things people share, pages they like and other activities on and off of Facebook. Interests can also factor in demographics such as age, gender and location. For example, if you’re a yoga studio in London, you may select interests that are more broad, like “Fitness and wellness” as well as very specific interests related to Yoga, like “Bikram Yoga.”
Create advanced combination audiences for cost per acquisition objectives
Target people based on demographics like age, gender, relationship status, location, education, workplace and more.
Track paid Facebook traffic separately from organic traffic. See conversions from Facebook within Google Analytics. Implement the Facebook tracking pixel using Google Tag Manager. The Facebook script has to go on all pages of the website. Running in Google Tag manager also prevents lots of scripts being on the website and potentially slowing the site down.
Facebook Audience Insights is used learn more about your target audiences, including aggregate information about geography, demographics, purchase behavior and more. Audience Insights looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (i.e., likes, comments and shares). Audience Insights provides aggregate information like: Demographics — Age and gender, lifestyle, education, relationship status and job role