Blog

Targeting, Bidding Strategies, and Advanced Testing for Facebook Advertising

Published: August 31, 2015

Author: Molly McCarty


Good creative makes a Facebook ad; you’ve doubtless seen dozens of blog posts about messaging, imagery, color scheme, etc. That’s all well and good, but you need the right targeting and sensible bidding strategies to get those ads seen by the right people.
2223450729_4236eb2f2d_o
In this post, we’ll break down best practices and tips for different targeting types and bidding types, then talk about A/B testing tactics that work to ensure you’re pushing the right ads.
Let’s jump in.
 

Targeting Best Practices

Lookalike Audiences
            Sometimes, the first lookalike audience you create won’t work. Be sure to try a few seed audiences to get the best lookalike audience. We recommend:

1. Current customers, Anyone who has converted from Facebook; top LTV customers.

2. Create separate audiences for scope. Start at the 1% and 2% and always exclude the layer below.

Website Custom Audience (WCA)

1. Place the pixel as soon as you get access to the account. If WCA isn’t (for some reason) on the roadmap, do it anyway.

2. You can target based on all site visitors or specific pages.

3. Lookalike audiences can be made off of your WCA.

Interest Targeting

1. Only users who engage with the Page you are targeting will see an ad.

2. Interest targeting audiences tend to have a higher CPA than lookalike and WCA.

3. Interest targeting works well when layered with a larger lookalike audience.

4. Competitor targeting can be strong.

 

Bidding Types

image001
Closer look at oCPM:
image003
 

Setting up an A/B test

image005
 

Advance Testing: A/B custom segments

 
The A/B Custom Segments are ad targeting layers that ensure no user overlap. They allow for lightweight experimentation within your current create flow.
image007
 
Pairing these best practices with some killer creative will keep you on pace to be an excellent Facebook marketer.
Did we miss something? Let us know in the comments.

25 E Washington Street
Suite 420

Chicago, IL 60602

(650) 539-4124

Want to become a client?

Contact Us decorative arrow

Want to join the team?

View Our Openings decorative arrow

Find us on social media.

Press inquiries.

Email Us decorative arrow

Expert insights for your inbox.

Accept No Limits.