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Facebook Ads Targeting
How to target the ideal audience correctly
How does Facebook Ads targeting work ? Luciano from eBakery shows you how to find the ideal target group for your Facebook ads in this Facebook Ads tutorial. So watch until the end to find out what is mandatory to keep in mind.
Facebook Ads Targeting - What is an ABO/CBO?
I would like to start with the question: What is an ABO? What is a CBO? Because that is explained most quickly. It’s a pretty cool feature that’s only been around on Facebook for a few years. And here to we just create a campaign very briefly and then I explain to you what the purpose of a CBO or an ABO is. By the way, if you can remember, please always choose manual configuration here. That’s simply because this version is a more stripped down version. You know this from Google, there you usually want to have several options in a search campaign and that’s why we choose manual configuration here to simply have a few more options.
Whenwe have created a campaign, we will find this button here. It’s a bit complicated to explain here and in English, but that doesn’t matter, we know the language.
What is targeting?
Let’s talk about what is a CBO and what is an ABO. A CBO is a Campaign Budget Optimization, which means as much as do you have multiple ad groups, we’ll write in here very briefly “Tagetierung”, which means “a male/female/location etc” and at this level, if you remember it is decided “Which image”, “Which video”. If we have multiple ad groups, because we’re duplicating those now by the way in this way, I prefer to do the A-B tests, then we have multiple ad groups now. By the way, of course, the ad always copies itself with or the ad always copies itself with when its parent target. This is just as true for a campaign, if I duplicate the campaign now, everything under it duplicates with it, just like an index card has an index card in it. Only so much on the subject
Campaign Budget Optimization
Okay, let’s move on. What is a CBO – Campaign Budget Optimization? That means too much like we now have a campaign here to provide sales. This is where the tagetation is set. Here we have now for example “male/female” yes we have chosen here the age from 18 to 30 and we have chosen in this ad group 30 to 65. In this one we just limited it to maybe one place here is Berlin to just look at times: How? Where. Which display? Which Creatives? How does it work best?
You may remember that I like to use dynamic ad design. Where you can provide 10 creatives to Facebook and then they will be tested against each other within the ad group, so that means here on this level.
Facebook Ads Targeting - What is an ABO?
And further in the text. Once again, what is a CBO? I’m sorry I’m beating around the bush a lot. The thing is I would just like you to understand that. CBO: What’s that? Very simple. You have in the campaign when you speak a CBO in the campaign choose this option here. Do you have a budget for the whole campaign. Facebook chooses 20 euros per ad group – that’s why there are 60 here – and would shift the budget to the strongest ad group. This is a CBO, if you disable this option then the campaign is an ABO.
Now the question arises: Which is better? What do I want to use? Personally, during the testing phase, I would like to know how the ad groups perform with the parameters I have set. How do they perform if I give them the same money to work with? That might be a waste in that respect because then I end up with a winner and would promote that afterwards, then I might as well do it with a CBO. But that again has the disadvantage that you don’t know exactly after which, or you can’t quite control how Facebook then rates the ad after, because maybe more people clicked on it, even though they may not be interested in it anyway. So, to keep control when testing, I wouldn’t necessarily use a CBO and that much should be said about it.
ABO vs. CBO
Accordingly, we can say that an ABO is exactly the opposite of a CBO – that is, when this option is disabled. By the way, if you turn this option on or off and publish the campaign, you can’t undo it. Then you have to duplicate the campaign before it is published, could turn it off or on each time, and then have to publish it again. Now that we’ve cleared that up, let’s move on to the target group overlap. When you define your target group, i.e. location, age, gender and the field of interest – you can find that here – by the way, a little tip on the side is to turn off “Advantage Detail Targeting”. Why? Because we want to keep control over what we test.
Target group overlap: Let’s imagine for a second. We have as a target group people from the fashion sector, then it would be an advantage – let’s just write fashion – the suggestions that come up here are not so great, so we strain our head and come up with the idea that we might have people who are also interested in Zalando, because we ourselves are targeting a fashion sector. Exactly, then we choose Zalando here and if we were to choose About You in another ad group now, there is now the following discrepancy: namely people who are interested in About You may also be interested in Zalando and vice versa.
Facebook Ads Targeting - Reaching the Right Audience
Now the thing is that Facebook ads are an auction, that’s no secret and that means that there will be a lot of people in here who are also interested in About You. This means that you may be bidding on the same people twice. If by chance the person is not interested in your offer at all, then you burn real money and that does not have to be. Therefore, it would be advantageous to use the “Exclude” option at this point and select “Zalando”. And now watch what happens? It says Estimated target audience size: 13.6 million to 16.1 million. If we now exclude Zalando, this target group is reduced and all the people who would have overlapped are now excluded. We should do the same in reverse here, therefore use the “Exclude” option – “About You” – target audience decreases. The purpose of this is not to burn money logically. Makes sense for the beginning, especially if you want to use your budget target-oriented.
What are target group overlaps?
If you want to see the target group overlaps in more detail, then I suggest the following: Go to the citizen menu, target groups, so either you can save the target group in the Ads Manager, where he created it, where we were just now or you put it here again, or as I said you saved it, then you will find it here in a list. We create you now just times very quickly new, was now not so complicated – 18 to 65, all genders and we take here again Zalando. Your other target group called About You. Of course, we also need to get About You in here as interests. Save target group. And now you can display both target groups against each other. We see here if we compare Zalando with About You, Zalando overlaps with About You with 4 million people, so 47%. Conversely, it is of course also important to put About You in first place and to see how far About You overlaps with Zalando. Here a small side note: If you are below 20% it is actually negligible and you can theoretically neglect the target group overlaps. Nevertheless, it is always advisable to exclude the same target group that you might want to test against each other here. As I said, under 20% is still okay. You have to know that with the budget you use at the beginning for testing, you don’t reach 8.7 million people it’s about a test. You won’t work off the 8.7 at all, so a little buffer is okay.
Facebook Ads Targeting - Stacking Interest Fields
Last but not least, I would like to give you one more little tip. When you test target groups against each other, you can stack the fields of interest. That means simple example: you want people who are interested in Zalando – according to that probably fashion, but actually rather so only the shoe direction, then we limit the target group and that means as much as this target group of Zalando must also be interested in “shoes”. Or at this point you can also choose a shoe brand and we can play the game down until we get to 1000 people. Of course, this makes no sense. It’s just a matter of catching a target audience in a much more concentrated way. That means, for example, if you want people who are interested in video games, but you specifically only want people for Fortnite because you’re a developer studio, or let’s say you’re a POD store that develops shirts specifically for video games, then of course you can segment video games and then below that how deeply you want to define the target audience. That it may apply specifically to what you are selling.
Facebook Ads Agency eBakery
Over here you can watch how the target group goes down. You should of course leave a little bit of target audience size somewhere and the important thing is that you understand that Facebook is an auction and the better you define your target audience, the more specific it may be, as far as your product is designed for that of course, the higher the chances are that you may have a lower price at auction, that draws that back to CPM, CPA, CPC the metrics that you remember from last time. The CTR is affected by little, because it’s more focused on things like your copy or the creative.
I hope we could give you an overview about Facebook Ads targeting. If you’d rather have a hands-on approach to the whole thing, feel free to contact our Facebook Ads experts or make an appointment right here.
Do you have questions or need an individual offer? Do not hesitate to contact us.
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