One of the strongest ways you can market your business these days is through Facebook Prospecting Campaigns. Whether you’re just starting out with Facebook Advertising or you’ve been doing it for a while, there’s always something to learn.
There’s a ton of information out there about this, but we hope to give you some tools and ideas backed by hard data so you can improve your campaigns.
Quick set up note: At the top of your funnel is your Prospecting (PRO) campaign, this is where you look for new clients. When you set up a PRO campaign, you’ll get to set up AdSets within this PRO campaign. Each AdSet represents an audience to which you’ll deliver ads.
The audiences are key.
There are three main audience types we typically start with that can encompass most everyone you’d like to target. Each of these also can have lots of variations to layer on them which can create new AdSets / Audiences. For example, you can target by age, gender, location, and more.
These are the 3 base audiences:
- Broad Audiences – this is targeting everyone in the location you define. You wouldn’t put any other definitions on this audience. The reasoning is that Facebook is pretty good at managing Big Data and delivering your ad to the best audience. Of course this also assumes your ads are good. Meaning solid creative, copy and CTAs.
- Interest Audiences – this is where you tell Facebook to find people that have similar interests with what your product is. You can search for some interests, and then use Facebook’s suggestion tool to find more similar interests.
- Look-a-Likes, or LAL Audiences – this is how you can define specific audiences within Facebook that take specific actions tracked by the Facebook Pixel or data uploads, like people who added something to their cart (ATC), view specific pages or made a purchase. Then you create LALs of that audience so Facebook can target people that are similar to the people who took that action. These LALs are based on percentages of the best performers.
Of course these are somewhat simplified as there are still lots of things to think about for each of these Prospecting audiences. And, you can have some large general audiences or you can have lots of smaller, more specific audiences in your Facebook Prospecting Campaigns.
How to decide all of this?
Start with some basics and test.
We’ll cover individual Audiences in more depth in the next posts.