Advanced Facebook Ads Targeting Strategy For 2024

Facebook ads targeting can be incredibly confusing most videos out there barely scratch the surface on what you should do and really aren't even telling you the exact right way to Target in your Facebook ads today that's why in this video I'm going to reveal the exact strategy that we are using across a multitude of clients I'm going to go through three unique strategies keep in mind that your business may be a little bit unique and that the exact setup that we're walking through here may need to be tweaked and modified based on a ton of

variables that I can't account for in your particular business our first strategy is our total broad strategy we're just going to be hitting for this case sales conversion based campaigns for e-commerce stores and we're just going to be talking through campaign level and adset level go to click create a campaign click sales continue we are going to create an Advantage Plus shopping campaign once we have the Advantage Plus shopping campaign I like to name it ASC in nine out of 10 cases we are going to want to select website and Shop if you don't have

an Instagram shop or a Facebook shop then just use website but I would recommend it you are going to have to select your Commerce account scrolling down a bit make sure your attribution setting is on 7-Day click 1day view this is just going to give us the most amount of signals in the ad account set your audience locations how you need and then what's really important here is setting your engaged audience and your existing customers so what you're going to do for each of these is you are actually going to use an engage list and

an existing customers list now you have to do that within your advertising settings so quickly we're going to jump into our advertising settings and this will automatically bring you to an Advantage Plus shoppings campaign setup once once you're here all you literally need to do is either click create a custom audience or select from one of your existing audiences for engaged audiences there's two routes you can go use this at your own discretion definitely you absolutely want site visitors over the last 30 days those are the most engaged most likely to buy from your business

they have shown a just tremendous amount of value for your business the only cavey out there is you need to have that list excluding purchasers already because that list is going into our existing customers you might also want to include like Instagram Facebook engagers here but don't go over the top we don't need to overdo this here I'm going to include site visitors 30 days and then we're going to go with Facebook and Instagram engagers over the last 30 days as well moving to existing customers get your pixel last 180 days and then your clavio

or whatever CRM you're using alltime list of purchasers Advantage Plus is going to do a very good job of breaking these out and actually understanding which of these are driving the most value for you setting your daily budget for this sake we're just going to pretend that we have $1,000 per day so we generally want our advant plus campaign to be filled with our best creatives use this how you see fit I'm just going to put 500 and call it an even split cuz we're starting this from scratch the beauty of an Advantage Plus campaign

is there is no adset level so this is going to be entirely broad targeting and you can see by the audience definition on the right side here that there's a total estimated reach and this is United States only between 246 million and 289 million the only thing you need to make sure that goes into this Advantage Plus campaign is your absolutely best creatives make sure they're proven out they've worked well in your other campaigns in this first strategy the second campaign that we are creating is a more generic campaign so we're still going to go

to create new campaign sales and instead of clicking Advantage Plus we're going to create a manual sales campaign first thing you're going to notice is there's a difference there's a campaign ad set and AD not just a campaign and an ad so we have the ad set we could actually do targeting here for this example I'm going to call this prospecting CBO because we are going to set this up as a CBO campaign moving into the advantage campaign budget we are selecting this on we're going to set our daily budget to 500 to satisfy the

000 that we're trying to hit and we can move forward to the adset level once we're in the adset level same thing here let's change this to website and shop and we are going to change this ad set to Broad instead of just continuously launching new ads into this one broad ad set every single time we have new creative we are launching it as a new ads set we actually going to call this broad pack one now this pack one is literally going to be a group of somewhere between six and eight creatives it could

be a little bit less it's okay if it's two it's okay if it's one every single time you have new creatives you are launching them as a brand new adset what that's going to do is it's not going to cause any disruption within your existing adsets it's just going to cause disruption at the campaign level which is fine because that's the purpose of a CBO or Advantage budget we want that budget to be distributed wherever it's going to get the best amount of spend and we don't want to continuously reset our audiences every single time

what this is going to look like just continuing through these settings website and Shop Commerce account should be selected you are not selecting Dynamic creative everything else stays exactly the same here and then when we get down to audience controls the only thing I would recommend tweaking here is your minimum age if you need to most businesses are going to be completely fine spending into the age group of 18 and older now just be careful because if you have a sensitive product or perhaps if you just have a product that there's no way an 18-year-old

19 20-year-old to buy Go 21 plus or even go 25 plus your budget will get floated based on where you are most likely to convert so I wouldn't get too crazy on your minimum age for this case we are not excluding anything this is meant to be the most fundamental starting point of any account structure we are not excluding anything we don't need exclusions here moving forward the Advantage Plus audience is going to be selected and then when we go to our placements all placements will be selected so we could select Advantage Plus placements for

your inventory filters we can keep everything at moderate if you don't mind showing up everywhere if you don't mind showing up next to pretty sensitive content then it's completely fine to go to the expand inventory in most cases we have not seen any difference in performance going from moderate to expanded we have seen a negative impact by going to limited inventory that wraps up the very first part of the structure you are basically setting up one ASC campaign you're setting up one prospecting CBO campaign and then within that prospecting CBO campaign you have a multitude

of broad packs of creative what this means is if we go to launch a second round of creative we just call this broad Pack 2 and then we go to launch our third round of creative broad Pack 3 you should start with all your creatives in one single ad set and then over time as you get new creative iterations in add them to pack two pack three pack four pack five and so on it's going to create a tremendous amount of volume and scale in your account and the only thing you're going to need to

tweak to get more results is the budget so the second setup is basically an addition to what we've already created so make sure you're dialed into that first setup and we're just going to be breaking down the second setup which is Broad plus interest this is fundamentally similar however we are going to layer some interest in here and there's a key point that I'm going to go through on interest so if you go back into your prospecting CBO campaign you're going to see your one single broad pack one that's all fine now the only difference

here is that once we have creative that starts to work for us let's just pretend we have six creatives that live in this broad pack one and creative number one is working really well we are going to graduate that creative into two different places the first place we're going to graduate it is the Advantage Plus campaign that already exists in the account and the second place we're going to graduate it is in an interest and then we'll add whatever interest we use here now we're just going to pretend we're a fashion brand like a clothing

brand here so this will be pretty simple and what you're going to want to do is instead of using the Advantage Plus audience we are going to switch to original audience options this up to a 33% lowest cost is a completely ridiculous thing that they're showing us what Facebook has done here is they have cherry-picked the data they have taken a 6 week period call it 8we period with only 16 advertisers and they've said this is the law it's all going to work better we are going to click use original audience which is going to

bring us good old familiar audience setups no confusion as to what needs to go on here in your custom audiences we are going to leave this blank in your ages we are going to also leave this at 18 to 65 plus we are going to continue to Target all genders unless you are very very very specific I would generally keep all genders there and here's why let's say you're a guy like myself and this t-shirt is what you're seeing in front of you and you see it 100 times 100 times over and then all of

a sudden my partner sees this exact same t-shirt if she sees the t-shirt and then she sends me that link maybe I'll buy it then so the consumer journey is very disoriented it's very confusing it's not what you expect it to be so just know that targeting both genders sometimes is more effective even if your product is gender specific what we like to do is create single interest ad groups when you create stacked interests you basically just segment out the whole United States and that doesn't do anything for you we need to get very very

specific specific and find pockets of interest that work for you now they might not scale as much but stacking one after the next after the next in individual adsets will scale you more effectively and efficiently over time if we're a clothing brand I'm just going to think of the most similar competitor that we have within our scope what's the most similar competitor you have right now and write them into here now if they don't show up just up level until you get to that competitor for this simple example we're going to do the classic Lululemon

and we have Lululemon athletica right here as an interest the very very first interest that we create has to be the seed the beauty of what happens moving forward is first let's name this then after we name it let's quickly duplicate so we now have a copy of the Lululemon ads set and we're going to scroll down to additional interest so if Lululemon as an interest is working very well this is fundamentally the easiest thing that you can do you've created the copy of Lululemon you're going to go down to suggestions here and you're going

to select the single first one under it you're then going to remove Lululemon now you have two different audiences the audiences are going to overlap very very much but we don't care if they overlap very much because there are still different people that exist in each of these audiences so what I would do for this setup to start I would have a broad I would have an interest Lulu and then I'd have our second interest which in this case is fabletics each of these would have different creative so broad pack one has your first pack

of creative interest Lululemon has all of the best from broad pack one because they're proven with data points fabletic has the same as Lululemon because they're proven from pack one and then anytime you're going to launch new creative you just create broad Pack 2 so you continuously duplicate the broad packs what you do not do is duplicate Lululemon and duplicate fabletic these just constantly get new creatives pushed into them now the third setup is exactly the same for prospecting exactly the same for Advantage Plus there is just one single new campaign that we like to

create here and it's a retention campaign if your business is doing over $10 million in sales or you have a customer list of over over 50,000 people this strategy is absolutely for you so I understand that I'm speaking to a very Niche cohort right here and look maybe there's edge cases maybe there's different scenarios here where this could work for you but generally we see the businesses that are around $5 to $10 million this is where it starts to work and compound same thing sales campaign manual sales campaign and we're going to name this retention

what retention basically means is it's anyone who's already purchased from you they have absolutely transacted with your business when we go down to the ad level there's going to be a few different audiences that we're going to want to create here I'm just going to give you the two most important ones purchase 180 and this is going to be anyone who's purchased within the last 180 days we're going to switch this to original audience options we're going to scroll down just a touch and we're going to use custom audiences for the first time and then

you're going to find your purchase 180 days here now here's one huge key this is the most important thing when you're creating this retention campaign there's this little check box right here Advantage custom audience what this will do is it will reach people Beyond to the audience that you gave it so you're kind of telling Facebook like yeah this is my list but go spend my money elsewhere we want to only spend our money on this purchase 180 days un select this at all times for this specific list make sure you are targeting all ages

all genders and all locations that you service moving down keep Advantage Plus placements as is and then we're going to create one more audience so we're going to do a quick duplicate here and then we're going to move back up to the custom audiences section instead of 180 days here we are going to use our full CRM now I don't have this this is a dummy account but what I just want you to do here is use a complete alltime purchasers list the alltime purchasers list needs to go into this campaign so you will now

have a purchase 180 day and an alltime purchasers I don't care if they overlap it doesn't matter to me we just want to make sure that we have every purchaser of all time within your account that is going to give you a tremendous amount of value and actually allow you to understand how often you're hitting your existing customers if you want to take things a step forward this is not something I always recommend just really bear in mind you got to be spending at minimum 3040 $50,000 a month to really get to what I'm about

to go through the only thing you might want to consider if you have this retention campaign is setting up proper exclusions in your prospecting CBO campaign so that would mean anyone who's purchased does not see your ads from this prospecting CBO campaign and then finally in the Advantage Plus campaign setting up how much you're willing to spend as a percentage to existing customers what I'd recommend if you're doing exclusions do them hard do them completely and what you would do here is you would select existing customer budget cap and you put it to a big

fat zero targeting is just one part of running a successful Facebook ads account you need to know the best creatives accurate copy and overall the best structure of optimizing your account click on this video right here to go through my entire Facebook setup and the new way that we're running ads in 2024 well beyond the targeting strategies that we went through today and I'll see you in the next one