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THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT<br />
TARGET YOUR GENERAL WEBSITE VISITORS<br />
It should be no secret that driving website traffic is extremely<br />
important to me. By driving website traffic, I can remarket using<br />
Website Custom Audiences in order to build my fan base, drive<br />
more website traffic, build my email list and sell products.<br />
It’s what made this entire experiment possible!<br />
I advise that you create dozens — if not hundreds — of Website<br />
Custom Audiences for targeting purposes. Even when it comes to<br />
“all website visitors,” I’ve created many variations based on duration,<br />
going from one (smallest audience, but most relevant) to 180 days<br />
(largest audience, but least relevant).<br />
By targeting users who have visited my website during the past 30<br />
days but aren’t fans (I’m already targeting those people in a separate<br />
ad set), I can reach another 125,000 people. If I limit my targeting<br />
to eight core countries, that number falls to about 75,000.<br />
For this experiment, I was looking for the happy medium between<br />
large audience and hugely relevant, so I chose to limit by country.<br />
But this filtering was eliminated later in the experiment.<br />
Maybe you don’t get much website traffic, or maybe you’re looking<br />
to spend far more than I did. In that case, you’ll need to expand<br />
the net even more…<br />
NEED MORE? TARGET LOOKALIKES<br />
Whenever I start a new campaign, I will always start with fans and<br />
website visitors. They are most relevant and most likely to act. It’s<br />
why I work so hard to build those audiences.<br />
But Lookalike Audiences are a great way to reach a larger<br />
audience. This is appropriate for anyone who is starting an<br />
audience from scratch or simply can’t get enough out of fans and<br />
website visitors.<br />
When you create a Lookalike Audience, Facebook will look at the<br />
similarities between the people who are within an existing audience<br />
of yours. Facebook will then build a list of users most similar to<br />
them.<br />
This essentially automates the process that is otherwise done<br />
manually when you sit down to determine the best interests, age<br />
groups, demographics and more to target. Some advertisers have<br />
found this to be hugely effective.<br />
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