Facebook Ads is still one of the best tools for your online advertising campaigns. The combination of the different objectives that can be used and all the types of targeting available, make the amount of variations that can be created very high. We are going to give you tips on how to segment the audiences of your Facebook Ads campaigns according to the objective of the campaign in order to maximize the results.
Objectives of Facebook Ads campaigns
In Facebook Ads there are several objectives when launching a campaign. It is important to be clear about what we want to achieve with the campaign, since the type of campaign objective determines the optimization of the campaign and, therefore, its results and cost. Although there are several types of objectives, these are the most commonly used:
- Web traffic: the campaign will be shown to the users most likely to click on the ad and visit the web page we are indicating. There are several ways to optimize this objective. You can indicate to focus on the number of clicks on the link or to take more into account the number of users that arrive to the website. This objective is used when we want to increase the number of users who visit our site.
- Interactions: this type of campaign seeks to get users to interact as much as possible with the ad. By interaction we mean any action that the user performs on the post, such as reactions, comments, sharing content, clicking on the link, etc. This type of campaign seeks the user’s involvement with the content and, hopefully, its viralization.
- Views: video is one of the most important elements of social networks and the format that receives the most attention from users. If we have good content that we want to be seen by as many people as possible, the objective of the campaign will be the number of views.
- Reach: sometimes what we are interested in is that our ad reaches as many people as possible, regardless of whether they interact or click on it. In this case we will choose the reach objective, which will focus on showing it to as many unique users as possible in the time we set and with a given budget.
- Leads: Facebook Ads is very useful to launch campaigns to capture user registrations, since it allows to obtain a very high number of new users in the database to carry out campaigns later on. Facebook facilitates the task to the advertiser using the pre-existing data in Facebook, so that the registration is done in a very easy and simple way.
How to segment each Facebook Ads audience based on the campaign objective?
The objective of the campaign is what conditions the rest of the optimizations we make in the campaign. The type of segmentation or audience we use is one of the factors that are affected.
- Traffic to the website: the more users that arrive to the website, the more possibilities of segmentation we will have. The trick is to combine the use of Facebook Ads campaigns with the Facebook pixel. The pixel is a code that, once introduced on the website, registers all the users that pass through it and allows us to create personalized audiences. In this way, we can create an audience that is “all the people who have visited the website in the last 90 days” to use it in a retargeting campaign or exclude them from our segmentation in the case that what we want are new users. In general, the rule is that the audience of a traffic campaign should be open, that is to say, that the segmentation should not be too restricted and should reach a large number of users, in order to capture the largest possible number of clicks and to analyze which type of user is most interesting. As most of the time what we intend with this type of campaign is to capture new users and use them in retargeting campaigns, it would be interesting to exclude the audience of users who have already visited the website. In this way, we will only impact on people who do not know us and thus, we will be sure to capture new users.
- Interactions: when it comes to achieving a large number of interactions with our content, there are several ways to achieve it. Choosing one or the other will depend on the type of content. For example, if we launch the content for a very specific audience (people who like cars) it is better to segment by interests in “cars” to avoid wasting impacts on users who are not interested in the content. If, on the other hand, the content is for a generic audience and what we are interested in is capturing the attention of new users, then it is better to leave the segmentation very open and let Facebook’s algorithm do its job.
- Views: since Facebook videos can be used to create a cluster (audience of people who have watched the video) for retargeting, it is best to launch it with open targeting. The video will capture only users who are interested in the content and then launch a specific ad to that group of users to achieve clicks, conversions or registrations.
- Reach: the reach objective is one of the most convenient to show a communication in which the message itself is what is important and not so much the clicks or visualizations. In this case our segmentation will depend exclusively on our target. The recommendation is to define as much as possible the public, even if it is small, since it does not make sense to show it to the maximum number of people when I only want to reach a fraction of all of them. It is therefore advisable to make a well-defined segmentation by age, interests, sex, etc. or to use custom audiences (webcustom audience, cluster…) to reach only interesting users.
- Leads: since what we want is to capture registrations, it is convenient to define the audience. But do not segment too much. Try to take between 20% and 40% of the maximum audience, since a registration is something quite personal and, in general, if there is no minimum interest or usefulness, they will be wasted impacts. Remember that if the audience is too small you will not be able to let the algorithm work to filter out the best users and the results will not be good. Also use your custom audiences after you have captured them with views or clicks.
