Chapter 12: Advanced Targeting
Chapter 12 of 15
Chapter 12: Advanced Targeting
12.1 Audience Targeting
Advanced targeting enables precise audience segmentation for improved ad performance and ROI.
Targeting Types:
- Demographic: Age, gender, location, education, income
- Interest-Based: Hobbies, pages liked, interests, behaviors
- Behavioral: Purchase behavior, device usage, travel patterns
- Custom Audiences: Email lists, website visitors, app users
- Lookalike Audiences: Similar to your best customers
Custom Audiences:
- Upload customer email lists
- Track website visitors with pixels
- Engage app users
- Retarget previous customers
- Create segments based on behavior
Targeting Best Practices:
- Start broad, then narrow based on performance
- Test different audience segments
- Exclude irrelevant audiences
- Refresh custom audiences regularly
- Combine multiple targeting criteria
12.2 Lookalike Audiences
Lookalike audiences find new customers similar to your best existing customers, expanding reach while maintaining relevance.
Creating Lookalikes:
- Start with high-quality source audience (customers, email list)
- Choose lookalike percentage (1-10%, 1% most similar)
- Select geographic targeting
- Let platform algorithm find similar users
- Test different source audiences
Lookalike Sources:
- Customer email lists
- Website converters
- Engaged social media followers
- High-value customers
- App users or subscribers
Optimization:
- Test different source audiences
- Compare lookalike percentages
- Combine with interest targeting
- Exclude existing customers
- Monitor and optimize performance
12.3 Retargeting Strategies
Retargeting re-engages users who have interacted with your brand, increasing conversion rates.
Retargeting Audiences:
- Website visitors (all or specific pages)
- Video viewers (watched 25%, 50%, 75%)
- Engaged social media users
- Abandoned cart users
- Previous customers for upsells