So how would you go about knowing your audience?

Depending upon your post, your goals, and your target audience, creating the correct audience on Facebook is more important than ever.  As you create a new post, you can select it to make that particular post visible to people in certain countries, or with certain language settings.  EdgeRank Checker, a site that helps brands better understand EdgeRank, suggests that brands should evaluate their fans’ historical consumption patterns.  Dive into Facebook Insights as much as possible to understand whether your fans are consuming content at work, on a mobile device or only responding to video. You can extend an ad’s reach by opting into the Facebook Audience Network (You automatically opt in through Power Editor or Ads Create Tool). Audience Network provides you with the same targeting and capabilities offered on Facebook but extended to approved mobile app publishers. Audiences Network uses the same ads you already use on Facebook Newsfeed.

  • Use App: Suggest a previously installed app for a person to use.
  • Open Link: Direct people to a link to talk about your app.
  • Shop Now: Direct people to make a purchase through your app.
  • Book Now: Allow people to book events and travel through your app.
  • Play Game: It’s game time! Get people to start playing your game.
  • Listen Now: Send people to hear their favorite tunes through your app.
  • Watch Video: Send your audience to view a video.
  • Watch More: Already previewed a video in your ad?
  • Download: Get your audience to download your app directly.
  • Learn More: Need more info? Let people get it through your ad.
  • Sign Up: Get your audience to sign up for what you have to offer.

When running a direct response campaign on Facebook, place your ads in the News Feed. News Feed is the most engaging placement on Facebook because it’s native, has large, clickable real estate, and appears across all devices. In addition, we recommend that you opt into Instagram and the Audience Network placements to extend your campaigns from Facebook to the other apps people use. This will give you more opportunities to reach your audience across other devices. Select Instagram and Audience Network when choosing your placement options. Facebook’s Custom Audiences was a way for us to identify our best customers, lapsed customers and prospects, and then build Lookalike Audiences specifically for each group.

Consider metrics such as lifetime value (LTV), downstream value, average order value (AOV) and share of new customers. Know which KPIs (e.g. ROAS, average order value and conversion rate) you want to measure and what metrics you would consider a success. Use the Facebook pixel to track online conversions. Use reporting in Ads Manager and Power Editor to identify where a majority of your conversions happen. Consider metrics such as:

  • Lifetime value (LTV)
  • Downstream value
  • Share of new customers

Who is your target market and how do you segment your audience?

Core Audiences

  • Interests
  • Demographics
  • Location
  • Behaviors

Facebook and Instagram’s core targeting option allows you to reach people based on information they share on their profiles and how they behave on Facebook. What types of data/insights do you have? How can you integrate your CRM database with key focus markets and plan for the future? based on the data they share on Facebook, your first-party data and third-party data from trusted partners.

Custom Audiences to target people based on CRM data and intent data from your website or mobile app. You can reach people who look like your audiences.The Custom Audiences and lookalike targeting tools integrate social graph data with traditional behavioral and demographic information.

Lookalike audiences help you find people with similar characteristics to the customers you currently have, people who might want to become customers, and people who liked your Page. You can build a lookalike audience from the following sources:

  • CRM database
  • Website visitors
  • Mobile app customers
Driving online traffic
Acquiring new customers
Remarketing to existing customers
Driving in-store traffic
Acquiring new customers
(Partner Categories)
(Custom Audiences
from your websites)
Remarketing to existing customers
Driving mobile apps installs and conversions
Acquiring new mobile app users
Remarketing to existing mobile app users
Remember to finally remember where audiences are where they are in the lifecycle. For example, remarket to people who have shown interest in your website, target existing customers who are likely to churn, and reach out to your highest LTV customers to keep them engaged.  If you notice that more conversions occur on the desktop than mobile, then tailor messages and audiences to people further down the conversion funnel to desktop.

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