Facebook Ad audiences for eCommerce

Facebook Ad Targetting/Audience

Facebook Ad Audiences start with Basic Demographics:

Geography eg USA

Age 30-65

Gender

You can pick one but

Often you can let FaceBook find your target audience and NOT put constraints on.

What is a Facebook Ad Pixel event?

This is a conversion event.

You want to have a pixel on your site.

You also at an ad-set level optimise for a conversion event.

SO the purchase Q is on the page AFTER checkout

You can track via

Custom events eg you create a

Standard events

Initiate checkout

Add to cart

purchase

NB there is no abandon cart event

You’ll need to create a new audience in FaceBook

Eg if driving to Shopify start, you want the pixel for add to cart to fire at check-out  step

For purchase, you want to have it on the thank you page.

Trusting FaceBook to choose audience...but in phases

There are phases to trust them

Can you trust them on day one?

Yes you can start a brand new ad account and a new pixel and get purchases within 24 hours.

Some people say you need to get a traffic campaign etc. That’s an advanced technique.

There are times that Rory doesn’t do ANY targeting - his rule of thumb is when his pixel has the data for 5000 purchases, he can then let FaceBook target the entire 230M USA pop on FaceBook because it knows what he wants

Facebook Ads Custom audience

Based on website activity

Eg upload customer list

You can upload prospect list

You can isolate by product and upload by that.

Facebook Ad Lookalike audience

Take a known audience

FaceBook will analyse it based on at least 9 data points

It will find people on FaceBook in a certain geographic area that are most like the custom audience.

Country, region etc.

Ideal Facebook Ad Audiences for retargeting

If you can, base it off 1000 data entries or more

The minimum may be 100

% of audience

You can go from 1-10%

There is top 1% who has a 99% likelihood to match your audience.

The higher the %, the larger the audience.

example - essential oils

Country: USA

Gender: Women

Age: 40-65+ (more disposable income)

Detailed targeting for Facebook Ads

“Essential oil”….suggestions

Ideal is 50K+

The default is “OR”

Targeting 12K is possible just starting out. That will only bring a fraction of the customers you want.

You can combine audiences to build up to enough people.

Ideally you want to have just ONE audience if you can.

“Detailed targeting expansion” in Facebook advertising

You want to deselect this as a direct response targeted

“Narrow audience”

You can get people who like one thing AND another to tighten the audience up.

How to define minimum audience size for Facebook Ads

Rule of thumb: You can spend $10 a day for every 10K in an audience

It depends on the “percentage” audience ie how tightly targeted.

If spending $2000 a day, that would imply 1.2M

For Rory 50K up is good. 100-200K is good.

How to know how big or small audience 

There is an essential oil company DoTerra that does millions a year.

Selected DoTerra

AND must have engaged shoppers - 458M people! (People who have clicked to CTA “Shop now” in the last week)

So we’ve brought 3.4M people and brought it down to 1.2M people.

In theory they should be ready to buy.

Example: “Oprah Winfrey”

9.5M audience!

Known for TV,