The success of your ad strongly depends upon the choice of content and the fine-tuning of your audience segment on digital channels.
While you may have heard this piece of advice before, but not many utilise the audience targeting elements that Facebook gives.
We at AARRRMOR absolutely enjoy constructing the audience model to as much perfection as we can, it’s like cooking your best meal for your favourite guest.
We decided to do some market research, understanding the best way to reach prospective customers from different industries and launched this series of experiment with one of our clients.
Why Facebook?
Well for starters, Facebook and Google are the largest, most frequently used ad platforms out there and while their targeting options are strikingly different from each other, we chose Facebook for this as our client’s TG (target audience) is most interactive on the Facebook ad platforms. (Our next post will cover the difference in the 2 ad platforms for the same audience)
For this post, our client is a professional baby and maternity photographer based out of Delhi NCR, who wants to create awareness among the ‘primary’ and partially the ‘secondary’ decision makers for her business i.e. Expecting Mothers, Newly delivered mothers and Husbands of these 2 categories.
Details of Campaign
Location: Delhi NCR, Noida and around
Category: Expecting Mothers, New Mothers, Mothers with kids
Campaign Objective: Drive Leads
Ad objective: Chose ‘Traffic to website’. Wanted to choose ‘Lead Generation’
Ad Placement: Instagram feed and stories
Learning: The client’s website didn’t have a ‘Privacy Policy’ web-page due to which we couldn’t run the lead gen ads. While that page is constructed, we decided to test the waters for a traffic to website conversion.
Recipe to our audience targeting: Facebook gives you the option to choose from Behavior, Life Events, Interests. We strategically used all three.
More details below:
Channel & Objective
Target Audience
Creative
Instagram Story Ad
Ad Copy
Audience Segmentation
Results
Conversions
Want to contribute to our BetaLabs Experiment? Send us your ideas, data or research and we’d be happy to publish it.
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