Getting your Facebook Ads approach right is no simple task. Once you have the structure right, you will be required to carry out continuous optimization and testing multiple variants of your Ads. This is to ensure you get the best return on investment. But if you get it right, it can be the best return on your marketing dollars you can achieve. Particularly, for small businesses, who don’t have the big budgets for above the line (TV, Radio, outdoor) media to build their brand equity.
Today we are going to talk about a hack to ensure you get better efficiencies from your Facebook Ads through checking your audience doesn’t overlap.
If you can de-duplicate your audiences, you will avoid your prospective audiences getting your ads too many times, potentially lowering your brand equity through the annoyance factor and ensuring you are not wasting money un-necessarily on audiences you have already invested in.
This is the hack – the process of doing this only takes 2 minutes!
So what is audience overlap?
When developing a Facebook Ad, you firstly need to create an audience. A large part of getting your Facebook Ads right is knowing your audience and selecting the right targets in Facebook.
Facebook’s algorithm will reward you for this – as the better you target and the more your audience responds to your ad, the more Facebook will show that ad.
Facebook’s main objective is simple. Keep people using Facebook. Subsequently, they reward advertisers that show relevant ads and penalise those who show ads that potentially negatively impact their Facebook experience.
Audience Overlap is driving ads to multiple audiences at once where a single person could potentially be in all of them. This is one of the common causes of ad fatigue, along with not refreshing your creative often enough.
How do I avoid this?
Follow these simple steps.
1) Go to your Audiences section in Ads Manager
2) Select the audiences you want to check for overlap
3) Click the Actions drop-down menu and select Show Audience Overlap.
4) All audiences are compared to the audience at the top. You can change the top audience by selecting a new one from the drop-down list at the top right. We suggest putting your audiences in order of priority from the most important to the least.
5) Use Exclusion Targeting in your Ad Sets to remove any overlap segments from your custom audiences. For example, exclude your re-targeting audiences (website visitors, purchasers, etc) from your lookalike or saved audiences.
As a rule of thumb, an overlap higher than 15% will hinder your campaign performance and increase your overall costs!
How do I ensure I have the right strategy in place?
September we are launching a Step by Step Guide to Running Successful Facebook Ads for eCommerce Business.
Leveraging our long-term experience in running FB Ads across many industries and offerings, we have bundled all the goodness that provides a winning strategy, into one document. If you are attempting to run Facebook Ads yourself, this guide is a must have. Out soon, and the first 100 people on our waitlist will receive the guide at the discounted introductory price of just $99.00 + GST. Potentially saving you thousands of dollars in trying to figure it out yourself. If you are interested in joining the wait list or to find out more get in touch now at firstname.lastname@example.org.