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The second step in the ad creation process is to set up the target audience, who should see your ad.
In this article we will go through:
2. Targeting options
There are three different location parameters for your targeting.
It is important to define the correct age group and gender to generate the best resulting Facebook targeting. When setting up the age to target, keep in mind that different age groups might react differently to your ads. Qwaya recommends you to test segmenting your targeting with various different age groups to find the best converting one.
In the Detailed targeting section you can select from several targeting types and build complex audiences. Below are the available targeting types.
If you make multiple selections the default behaviour is to target people who match ANY of the selections. E.g. if you select the interests “Ice hockey” and “Hamburgers” you will reach people who like “Ice hockey” OR “Hamburgers”. You can also select to target people who like “Ice hockey” AND “Hamburgers”, this is described in the section “Conjunctive targeting (AND targeting)” below.
Interest targeting lets you define your ideal audience by what they are interested in, using terms people have shared in their Facebook profiles. These may also be drawn from their listed interests, activities, education and job titles, pages they like or groups to which they belong.
With demographic targeting you will be able to reach people based on their family status, what industry they are in, life events or political view.
Available under Demographics. Use the relationship targeting to reach people depending on their relationship status. You can also specify to target what gender people are interested in.
Available under Demographics.
Reach people based on their purchasing behaviour, device usage and other activities
Connection targeting is available if your Facebook profile is an admin of any Facebook object, such as a page, an event or an app. The Page, Event or App connected to your Facebook profile will appear automatically when you start typing the name of your Facebook object.
Custom audiences let you find your offline audiences among Facebook users. Learn more about this feature here. Select to include or exclude people from a specific audience.
3. Split your targeting
This feature will help you to automatically create segments in your targeting. Instead of creating separate targeting templates for each segment, e.g age groups or gender, click on the Split by button next to the targeting option you want to split by and Qwaya will automatically create multiple target groups. Learn more about this feature here.
4. Conjunctive targeting (AND targeting) and Exclusions
You can select to use Facebook’s conjunctive targeting in Qwaya. With conjunctive targeting you can make very specific audiences by defining the relation between different targeting types. The default behaviour is to target any of the selections within the same field; the relation between each of the selections is OR.
Some target options have a natural OR relation. Take location as an example; it wouldn’t make sense to build a target audience to reach people who live in San Diego AND Kuala Lumpur, but you might want to reach people who live in either one of these places.
Interests on the other hand can be very useful to specify with an AND relation. For example if you’re advertising for a high-end hamburger sports bar and restaurant in Boston that only shows ice hockey you probably want to target people that is interested in both ice hockey AND hamburgers, not only ice hockey OR hamburgers.
This of course also goes for other categories, like behaviours. If you for example are looking for early users of your new app for simple bookkeeping, you’d probably be able to find your audience by combining the behaviours Small business owners with Technology early adopters. Either one of these (the OR case) doesn’t make sense, and just targeting small business owners might lead to an inefficient spending of your budget.
You can use conjunctive targeting for Detailed targeting, Connections and Custom audiences.
To AND the selections in Connections or Custom audiences, you simply select the ALL option next to the respective field.
To AND multiple interests, behaviours or any of the other types available in Detailed targeting, click the button “Narrow audience”.
5. Save your targeting as a template
6. Select bid type and set your max bid
Once you have selected to use the template you will receive a number of targeting “rows” showing the number of people you will be reaching for each targeting.
Please proceed to ‘Publish ads’ in order to create your campaign, allocate budget, select bid type and set the max bid.