Facebook’s advertising platform offers insane targeting, with thousands of possible ad targeting parameters. In order to properly test a particular audience you need a certain level of ad spend, though, and the average advertiser simply doesn’t have the budget to test a huge number of audiences right off the bat.
Fortunately, retargeting and remarketing tactics mean that there’s almost always low-hanging fruit, allowing you to generate ROI from day one. Once you get this solid foundation and consistent traction, it’s a lot easier to avoid wasted budget as you scale.
Just one glance at the Facebook ad audience dashboard can be overwhelming for new advertisers…
I’ll be the first to admit, I’ve experienced a lot of failed targeting. We all have. I’ve also identified, however, a few core audiences that I know are HIGHLY likely to provide ROI from day one.These audiences tap into retargeting (displaying ads to users who have visited your website) and remarketing (displaying ads to users whose email address you already have), which means that you’ll need an audience already – customers, email subscribers, Facebook fans, and/or website traffic – to make use of the methods below.
The following five audiences are ones I set up at the start of every advertising campaign I run, without fail. Data from these allow me to then scale the campaigns in an effective and affordable way.
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