17 May, 2023
Best practice targeting tips: Setting your Meta campaigns up for success.
Chances are, you’re already using Meta’s powerful ad platform to help drive brand awareness, convert online shoppers or to generate new business leads. But when it comes to setting up your audience targeting, some simple tweaks can make a big difference in campaign efficiency and performance.
Here are the top 3 targeting tips from our social media team to ensure your next campaign is set up for success:
1. Define your audiences.
The biggest mistake we see brands make? Not defining their audiences. This is a crucial (but really simple) exercise that can see big wins, quickly. Start out by grouping your audiences based on key actions they have or haven’t taken on your website or in your store. A retargeting audience lets you engage with people who have previously interacted with your brand in some way, while a prospecting audience will let you target those who haven’t. The messaging and offers for these two audiences will be quite unique
2. Get granular.
Consider breaking down your retargeting audience based on time windows. For example, you can separate an audience of people that have visited your website in the last 14 days versus those who have visited in the last 30 days. This can help you create ads more granularly, tailored to audiences at different stages of the customer journey.
3. Avoid audience overlap.
Not making your audiences exclusive of one another puts your campaigns at risk of targeting some of the same people, otherwise known as audience overlap. Audience overlap results in multiple campaigns targeting the same people, several times. Essentially, this means you're competing against yourself to reach the same audience.
So instead, once you’ve defined your audiences, improve campaign targeting and budget efficiency by using exclusions to keep them separate and avoid any potential overlap.
For example you might try excluding your loyalty and retargeting audience from your acquisition audience, or excluding your loyalty audience from your retargeting audiences.
To sum up.
Meta remains a force to be reckoned with. Making these simple tweaks to your audience targeting allows you to optimise for efficiency, ensuring you achieve your desired results and make a future impact.