One of the keys to creating effective campaigns on Facebook and Instagram Ads, getting results and without spending more money than necessary, is knowing how to segment properly.
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The first thing you should do to do this is define who your ideal customer is, that person who has the best chance of buying your product or service. And no, it is not worth telling me everyone.
I recommend that, if you have not already done it, before continuing with this article, create a document or take a notebook and begin to analyze in detail everything you can about your ideal client: sex, age, marital status, hobbies, level of education, behaviors, places he usually frequents, etc. Everything you can think of.
Once you have it defined, we are going to see in this post what is segmenting and how you can segment within advertising on Facebook and Instagram.
You may also be interested in:
What is Facebook Business Manager and how to create an account?
How to advertise on Instagram and create ads that convert?
Post index [ show ]
What is targeting on Facebook and Instagram?
In 2019, there were 22 million Facebook accounts and 16 million Instagram accounts in Spain alone. So trying to reach all those people through your advertising would cost you dearly.
In addition, each person has different tastes, preferences and behaviors , so, I’m sorry to tell you, but not everyone is your ideal audience.
So, if you want to spend the money on advertising on Facebook and Instagram effectively, you must properly target your ads . But what is segmenting?
Segmenting means that you are going to advertise for only those people who are really interested in your product or service, that is, your target audience.
Why segment on Facebook and Instagram Ads?
When you do not segment properly, you are impacting people who are not really interested in your product or service and who, therefore, are not going to convert you. That is, you are spending your money to reach people who are not going to become your customers.
Segmenting properly will allow you to:
Get more interactions in your ads, since you are reaching people who are interested in them.
Improve the quality of your ads , something that is very relevant to Facebook and that affects the algorithm that displays advertising on both Facebook and Instagram.
Better optimize your budget , allocating it to achieve results and not to reach everyone.
Get more results or conversions with your advertising.
Types of targeting on Facebook and Instagram Ads
Before starting to segment in your Facebook and Instagram campaigns, you have to know what type of segmentation exists.
There are three different temperatures depending on the audience we are targeting, and that you must know to be able to adapt the ads and their message better.
Cold traffic: This type of traffic is made up of users who do not know you at all, neither your brand nor your products or services.
Tempered traffic: This type of traffic is formed by users who know you because they have interacted with you through social networks, have visited your website or your blog, have subscribed to your newsletter or follow you on social networks.
Hot traffic: This type of traffic is made up of users who know you and know what you offer, even those who have already bought you.
Types of audiences on Facebook and Instagram Ads
On Facebook and Instagram there are three different audiences:
Saved audiences are audiences created from geographic data, demographics, interests, behaviors, or connections and that can be saved if you think you will use them again later in other campaigns.
To create it, go to your Business Manager , to the Audiences section , and select Create audience / Saved audience .
Facebook Instagram Segmentation – Public Saved
You can also create your audience directly in the ad set of your campaign and hit save audience.
These audiences belong to cold traffic.
The custom audience is created from an origin. These origins can be:
Your website , if you have the tracking pixel installed on it.
List of clients , which you must upload to Facebook so that you can use it.
In-app activity , if you have an app.
Off-line activity .
Videos posted on Facebook or Instagram.
Your Instagram profile , as long as it is a company.
Your Facebook page .
A lead form , which is created within Facebook.
A Facebook event that you have posted.
An instant experience that you have shared.
To create it, you must access your Business Manager , the Audiences section , and click on Create audience / Custom audience . Choose the origin of that audience that you are going to create and fill in its form.
Facebook Instagram Segmentation – Custom Audience
These audiences tend to work very well and belong to warm or hot traffic. In addition, they are the ones used to carry out retargeting campaigns.
The lookalike audience is created from a custom audience (created in advance of this one).
What Facebook does is take that personalized audience that you have created and create an audience similar to this one, taking the behaviors and interests common to the people of that personalized audience, to create a larger audience.
To create it, you must access the Business Manager and enter the Audiences section . You can click on the Create audiences button and select Similar audience or select a custom audience, click on the three ellipsis and choose the Create similarity option . In both cases, a screen will appear in which you must select or the custom audience will already be selected, and you must add its location and the percentage of similarity you want.
Facebook Instagram Segmentation – Similar audience
These audiences tend to work very well and belong to cold traffic.
How to segment on Facebook and Instagram Ads?
Now with all the information, it’s time we move on to targeting at the ad set level.
Let’s see in parts how it can be segmented.
Targeting by custom or similar audience
The first option that appears, in the Audience section within the ad set, is to add the custom or similar audiences that you have already created to your targeting, to segment from those audiences.
You can add multiple similar or custom audiences in this section.
In this option, you can define where you want the people to whom your ad will appear from.
First, in the drop-down, you can select between four different options:
People who live or have recently been in this place.
People who live in this place.
People who have recently been to this place.
View people in this place.
Choose the option that best suits your business. For example, if you have a local business, it is best that you choose the option of people who live in this place to reach those people who can come to your store again and again.
Once you have chosen that option, touch add the places. You can include and exclude countries, zip codes, addresses, cities, states, or communities or provinces .
The next option that appears is segmentation by age and sex .
In age you can segment from people from 13 years to +65 years .
In sex you can segment everyone, only men or only women .
Demographic data targeting
Next, the detailed targeting option appears , where you can segment by interests, behaviors, or demographics. Let’s see them in parts.
Before continuing, for this type of segmentation, the ideal thing is that you have at hand that document that you have created about your ideal client to go looking for and selecting the ones that best suit the interests of your potential client.
The first option that appears when you click on the text box is segmentation by demographic data . In this case, you can add:
In each section, you can click and more options will be broken down.
In the following option, within the detailed segmentation , you can segment by interests . You can add:
Hobbies and activities.
Food and drinks.
Shopping and fashion.
Sports and outdoor activities.
Family and relationships.
Fitness and wellness.
Business and industry.
As in the previous option, if you click on any of these categories, more options will be displayed.
The last option, within the detailed segmentation , is to segment by behaviors . In this case, you can add:
Activities was digital.
Mobile device user.
Mobile device user / Device usage time.
As in the previous ones, if you click on any of these categories, more options will be displayed.
We come to the end of the Audience section and, before the Save audience button, you will find Show more options . If you press, one of the options that will be displayed is to segment by Language .
Click on edit, which appears at the end of the Languages line, and enter the language to which you are going.
Segmentation by connection
The other option that is displayed when you click on Show more options is Connections . In this you can add different types of connections:
Facebook Pages : people who like your page, friends of people who like your page, or exclude people who like your page.
Applications : people who have used your application, friends of people who have used your application or exclude people who have used your application.
Events : people who have responded to your event or exclude people who have responded to your event.
A drop-down appears directly for you to select one of these 8 options, but if you want to add several of them, you must select the last option in the drop-down: Advanced combinations .
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5 tips to segment on Facebook and Instagram Ads
Analyze your campaigns
If you want your campaign to be really effective, it is not enough to create it and let it run, you have to monitor the results and make modifications to optimize the campaign, the ad set or the ad.
Two of the most relevant metrics when it comes to knowing if you have properly segmented and are reaching the audience that is interested in what you offer are:
The CTR (number of clicks / impressions) of the ad.
The ad quality rating .
And of course, don’t forget to analyze the conversions . If an ad is being very cheap, but it does not convert anything, it is not effective.
Try different audiences
Do not limit yourself to creating a single audience for your campaign, because it may not be the most effective or appropriate. Test different audiences, creating different ad sets within your campaign, to see which one (s) works best for you.
Use bounding and exclusion
When we segment by behavior, demographic data or interests, the constraint can be used to tell Facebook that yes or yes the users who are reached with the ads have to have that interest, behavior or data, or use the exclusion, to tell him that you don’t want him to reach people with a specific interest, behavior or information.
Analyze the overlap of audiences
When different audiences are created, you can make an audience overlap between them, and in that case, the ads from both audiences could compete with each other.
To know if two audiences are overlapping, you must access your Business Manager, enter Audiences, select the audiences and click on the three points, in the option Show audiences overlap.
Adapt the copy to the type of audience you are targeting
Although the image or video is the first thing that strikes us when we are browsing social networks, the copy or text that accompanies the ad is, on many occasions, responsible for the fact that we end up clicking on that ad.
For this reason, I recommend that you adapt the message according to the audience you are addressing and taking into account whether it is cold, warm or hot traffic.
As you can see, to do all this effectively you must first be very clear about who your ideal audience is, because if you don’t know, you could be adding interests that are not relevant, making you reach more people who are not really interested in what what you offer and what makes you spend more money on advertising.