Optimise Facebook targeting parameters

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2021, 5:09 PM GMT+0

Businesses should implement A/B split testing to design hyper-targeted messages that resonate with their target audiences.

Before creating Facebook ads, marketers should make sure they have enough audience data. Apart from considering Facebook data, marketers should also include: Google Ads and Microsoft Ads PPC campaign data, competitive analysis, real-time analytics on website and marketing channel, as well as survey questionnaires.

Companies should create a buyer persona and upload all relevant details to reduce targeting errors and hyper-focus the targeting parameters. Marketers should then segment their buyer persona based on demographics, psychographics and other recorded consumer behaviour. Brands can also experiment with Facebook lead ads, video ads or dynamic ads to boost conversions.

Marketers can implement A/B testing to experiment with messaging, ad creative, images, landing page copy and audience segments. They should also create separate audiences based on different conversion goals and previous engagement for relevant, hyper-targeted messages.

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