… I think I finally cracked a nut that I’ve been working on for a couple of months with a new client. I’m posting it here in case it helps anyone else.
**Here’s a little backstory on the ads:**
* Objective: Lead Generation, using Facebook’s lead form
* Target Audience (general description): Parents with kids 12 and under, higher income, highly educated, busy, and based in specific cities in the Bay Area (can’t go outside them).
* There’s no past customer or email list and no option for pixel data.
Should be pretty straightforward. Right? Parents filters, interests, etc. Wrong. I’ve been testing audiences for two months using the “Parents” demographic filters so that we only advertise to people we know have kids. I’ve spent most of the time adjusting the other demographics like industry, interests, etc. This usually works with my other clients, but this time, the audience was just too small with the Parents filter to bring in the number of leads needed.
Fast forward to last week, frustrated, I did yet another brainstorm to expand the audience. I created two new Saved audiences with interests I knew the target audience had, then narrowed the audience further by “Must also include: Parenting, motherhood, fatherhood” (interests, not the Parents demographic filter). So I wasn’t targeting parents exactly, but targeting interests and filters that I knew mostly only parents would have.
IT WORKED. The new audience strategy gave us an audience size of 3-5 times larger than what I had before and in just three days had generated more leads than was generated in the entire previous month.
I don’t know if anyone else has thought of this (heck, I don’t know why I haven’t…) but seriously, I hope this helps you if your target audience is within the Parents category. Good luck!
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