We recently released the possibility to split your targeting profiles based on country, language, age and gender. You can use your split to create multiple campaigns simultaneously, in order to avoid having the Facebook optimization algorithm stepping in and deciding which ad in your campaign is the best. By keeping your targeting profiles in separate campaigns you retain the control of your optimization work.
Now you can also choose to split your targeting profiles based on Interests and Relationships. It works just like the previously released feature – just check the “Split by” checkbox next to the targeting criteria of your preference, and Qwaya will do the work for you.
So, when could this be useful? Well, it’s probably fair to say that in some cases interests are a more effective way of segmenting your advertising than, say, age. A parallel could be drawn to search advertising, where the core is interest based segmentation via keywords. You don’t split up your ads based on gender or age, but rather on interests – that is, the search queries people use which in turn indicate what they are interested in finding.
When advertising on Facebook you might want to segment your target audience based on their interest for your competitors, or if you are a retailer of outdoors equipment maybe you want different ad creatives for your hikers, trekkers, climbers and mountainbikers. Also, you might find that some of these interest groups are more likely to purchase your products or engage with your brand.
And this brings us to the next reason as to why splitting is a good idea: the opportunity to learn about your audience. If you are the outdoors retailer mentioned above, and you find that climbers are your most engaged fans you could focus more on satisfying their needs. Or maybe you find that it’d make more sense for you to try and reposition your brand to resonate more with the hikers in your audience.
The appropriate course of action obviously depends on your business, but in addition to creating a campaign structure that is a lot easier to optimize, you’ll also get lots of interesting data from where you can make your future marketing decisions!
NB: In order to avoid performance issues, as well as avoid creating unmanageable campaign structures we’re limiting the amount of targeting profiles to 50.