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Target audience size and how similar should it be across multiple ad-sets?
Posted by on August 7, 2020 at 3:23 pmHey everyone!
I’m planning to launch a CBO ecom purchase campaign with a budget €20/ per day. The idea is to find the best performer and scale it from there.
The structure of my campaign would consist of – 4 ad-sets each targeting different interests, 3 ads per each- video, single pic and carousel.
The audiece size per each interest differs:
Interest A: 1M
Interest B: 1.3M
Interest C: 650k
Interest D: 800K
Is the ad-set interest audience size ok with my starting daily budget? Or it would work better with smaller audiences?
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3 Replies
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It depends on how accurate you feel your current targeting is! Often, the smaller your audience, the more you are going to pay per action, however, these clicks will more frequently lead to conversions.
I love the number of ads you have per ad group! You should always be split testing different ads and copy to create a little healthy Darwinism in your account.
A couple of things to consider:
You want to make sure there is no overlap between your audiences or you will bein to compete with yourself.
If you have any former conversion data to go off, it may be worth condensing your ad groups down to what that suggests or A/B test your similar audiences.
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Assuming your audience is well defined, a bigger audience is always better since it means more opportunities for sales.
Do all four campaigns take users to the same site? If so, make sure to add the facebook pixel and start building a retargeting audience off of website visitors. Also make sure to setup your conversion events so that facebook knows what’s actually working. Those two things will help you a lot in determining performance and improving your campaigns in the long run.
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It’s plenty large so you should be fine. Once you establish the best 1-2 audiences you might work on increasing the precision some… especially if you have a limited budget to work with.
In terms of what I consider the minimum to run an evergreen campaign, my rule of thumb is no more that $50/day of budget of every 100K users.
In time I would also implement lookalikes for your best performers… i.e. converters from your website. That’s an easy way to scale and let FB find the right audience longterm.
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