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FB Audience Targeting for people who are newly working from home?
I have a client who is selling home office furniture. I’m… OK at FB ads (SEO is my bread & butter) but I’m curious how you guys would target people who are working remotely and might want to upgrade their desk/chair/equipment.
I have a remarketing campaign going for catalogue sales that performs decently, but I’m looking to generate cheap top of the funnel traffic to feed that remarketing ad. I’ve tried a 1% lookalike audience in the past based off website visitors, but results were… meh.
I could use some advice from someone who is more experienced with this. -
3 Replies
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A good idea would be a/b testing a “desktop only” placement. People like myself who work remote are seeing Facebook from their laptops. Also a strong image in the oft-neglected desktop right-column placement can be an amazing source of traffic. CPM’s tend to be cheaper there if you’re looking for those cheap TopFun clicks. What objective are you optimizing for?
Also, tons of people are thinking about home/office furniture right now. It’s been on my mind, at least. So I would also wager that a 1% LAL is way too small to start optimizing toward the kinds of people who could convert.My background—SMB account manager at Facebook’s Austin campus in 2015-16 and have been auditing accounts/running campaigns ever since. Happy to chat in more detail if you like. Best!
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!RemindMe 2 days
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Hm there’s multiple ways I would go about this. If your goal at the end of the day is conversions I would create a conversion campaign with ads that specifically focus on products that alleviate your back / feet pain, targeting age 30-35+, audience targeting work industries that are non essential. Most companies that work from home at the moment also use some type of video chat software, I would target those also. Also targeting people with back / feet pain. Because feet pain alot of the times is connected with some type of back problem, vice versa.
From reading your comment you’re already a couple of steps ahead of most people starting out in FB ads in that you have a strong history of sales which mean you have a list customers data. Why would you not use that data to create a lookalike audience of people who already converted on your site? That will outperform any website visitors LAL.
You can even use that data to generate a LAL for website visitors to feed your remarketing campaign.
I would 100% target mobile + desktop traffic also. Mobile traffic is simply too good. There’s definitely more I could go into if I understood your product, and current remarketing campaign more.
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