Advanced Audience Targeting Strategy
Mitch Wilder
People follow me for advice on marketing + business growth | Former agency owner → Now I buy and build businesses and share what I've learned on my journey.
Have you ever thought about this?
Most people think of audience targeting on Facebook as looking for people based on specific interests, demographics, or behaviors.
But, there’s another way.
Consider this.
When you choose a campaign objective for your ads, you’re essentially selecting an audience.
How’s that?
You’re choosing the primary behavior you’re looking for people to take within the audience targeting you’ve selected.
Let’s say you decide to run an ad to people who like a specific audience. Let’s say you choose a primary audience of people interested in snowboarding, and that audience has 20,000,000.
Then you choose a campaign objective of conversions.
Choosing the conversion objective means you want your ad shown to people who have a conversion behavior within this audience. Maybe only 1,000,000 people within the snowboarding audience have this behavior.
If you instead selected the traffic campaign objective, your ad will be shown to different people within the same audience. Maybe there are 10,000,000 people in the snowboarding audience that have the behavior of clicking on links on ads.
Thus, when you selected your campaign objective, you may have inadvertently targeted a smaller segment of your audience.
Thus, choosing a campaign objective is a form of audience targeting that most people don’t consider.
Considering this, it would be a mistake to overly constrain your standard method of audience targeting because you don’t know how many people in that audience have the behavior you’re looking for.