[help] Advanced targeting (6)
Hi FB masters!
I've a product to sell which is mostly intended for pregnant women and fitness fanatics.
For fitness fanatics I think I know how to target them on Facebook - I'll use broad targeting formula.
Does anyone have idea how to target pregnant women maybe?
Thanks!
Originally Posted by Mr App
First and most obvious (but probably LESS effective) is using the BEHAVIOR targeting for "PARENTS --> "Expectant Parents".
The number of actives from my report shows a relatively low number in English speaking countries... which is what I figured.
You can cover your bases and hit a lot more potential trying these two methods -->
1. Recently married and engaged couples have a high percentage of pregnancy, even if they haven't announced it.
I'd obviously target the lower end of the age demo for this, as it's unlikely that folks 35+ (ballpark) would get married just because they're pregnant.
2. Interests (this is likely where your bread and butter will be after testing & optimizing) -->
*Natural childbirth organizations, books, centers/hospitals.
*Breathing & other general "dealing with your pregnancy" or "how to give birth" courses, books, classes, etc.
*Behavioral and other child rearing/raising psychology, and how-to courses, books, organizations, etc
*Anything related to pregnancy complication research, c-section, etc
*Maternity clothing companies and accessories (strollers, car seats, etc)
*Gift registry / baby shower related stuff
*Baby name books, courses, research stuff
*Hormonal treatment -- pregnancy vitamin companies, supplements, etc
This is just off the top of my head, but should give you a HUGE jump start into related interest targeting if you're any good at how to do that.
If not, I might be able to carve out some time to help if you PM me.
OH -- and pregnant women are extremely emotionally engaged with their pregnancies, and tend to talk and interact with stuff that's related or hits home in any way to their life event. (and so are their girlfriends!)
This means that you could very smartly run a PPE or Video campaign as well with the goal of getting something to go viral among your target audience.
However, this is more voodoo and chance than it is science in most cases.
Unless you have a phenomenal eye for viral potential, or a killer scientific approach to finding viral seeds that are already gaining traction.
driven34 thank you for your really detailed explanation. I've started with Interests targeting - like you said. I've got segment of around 700k pregnant women's based on popular blog/sites/shops. Based on that I've created two different ad-set (1-adset / angle) and two ads for each ad-set.
I think that I'm missing something important because at the moment I'm paying way more than $1 per website click (total: $72.49 spend / 58 clicks). Average CTR is 1.1% and campaign objective is: clicks to website.
ad1
ad2
ad3
ad4
Do you have any advice how can I lower down CPC?
Why you do CPC instead of cpm or ocpm? At an average of 1% ctr, you can get 10 clicks for whatever cpm you set. That's comes out will come out way cheaper.
Originally Posted by Mr App
I personally like to allow Facebook to auto-optimize my campaign costs for the objective I've chosen until I find the right combination of ads & interests - and then play with manual bidding until I find the sweet spot on the winners.
Generally speaking, I've noticed that the higher the relevance score you can achieve on your ads, the lower the costs will go.
For instance -- I recently had 5 ad sets aimed at the SAME single interest, divided up by 7 yr spreads in age demographic only.
The older 2 demos were outperforming the younger 5 demos by nearly 2 to 1 in CTR & conversion rate -- and as such, my cost per conversion (I was optimized for conversions on this campaign) was down to $.60/ea on the better ad sets, and as high as $3.00/ea on the others.
The same thing happens with my image split tests -- I'll have a KICK ASS ad image that gets massive CTRs & great conversions, but another image that I THOUGHT would test well against it - fails miserably, and costs me 3 to 5x the price of delivering my winner to the same audience.
It's all about relevance and performance... which is simply a testing game with ads and audience as your variables.
Get your CTR up into the 2.5% range through trying more aggressive ads and testing a variety of interests -- and all of a sudden, your CPC gets cut in more than half.
I wish there were a more clear cut answer... but then all of this would be much easier, wouldn't it
Thank you for all your comments.
I found one way which works pretty well for me now.
How I lower CPC from +$2 to $0.40$ and start getting conversions?
1) I create lookalike audience from our Fan page (1%)
2) Create 3 different PPE ads targeting lookalike audience - only female 20-30
3) Add CTA to ad-image -> share and tag 1 friend
Next step is to analyze this lookalike audience and try to find best performing group.
I hope someone will find this information useful.
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