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Why Facebook Shops Are A Major Game Changer for Ecommerce Stores?

DimNiko | Facebook Shops

Facebook Shops were introduced just a couple of months ago but it already seems that this new platform is going to be the game changer of ecommerce advertising!

This feature helps you set up an online shop right on your Facebook or Instagram page! The customer doesn’t have to visit your website and can purchase your product right from the platform. This decreases the time the customer spends on the purchase which increases the conversion rate significantly.

Not all of the accounts are eligible for advertising through Facebook shops yet but we got a chance to test it out.

Setting Up Facebook Shops

In order to set up the ecommerce Facebook shop you will have to set up a product catalog via Commerce Manager. You can set it up manually, based on the data feed, or using the Facebook pixel. If you have more than 50 products, it is recommended to use the data feed or  pixel instead of uploading all the products one by one. But if you’re uploading the products manually, the process is very easy.

You upload a specific product, add an image, description, price and you’re good to go! There are other fields that can be filled in but they are optional so this is just your decision if you want to make the catalog look more interesting or not.

After your catalog is ready you can go ahead and set up a new Facebook Shop campaign. 

Setting Up a Facebook Shop Campaign

The process is similar to setting up a regular website conversion campaign. But instead of choosing website as the conversion event location you will get the option to choose Shops. There are also different options for setting up the ads for Facebook Shops.

You can be using single images or videos in addition to collection and catalogs. All of them will be leading to a Facebook shop using the checkout set on the platform. 

Read More: 3 Must Use Facebook Ad Strategies for Ecommerce Businesses

Benefits to Commerce Manager and Facebook Shops

So let’s circle back to the main benefits of Commerce Manager and why Facebook Shops are actually the next Game Changer!

First of all, by using the secure Facebook checkout, you’re offering your customers a quick and easy way to purchase your products and improving their shopping experience.

Secondly, it is a very convenient way to track your products because everything is synchronized in the catalog where you can see all your past and pending sales.

Third advantage of the Facebook Shops is that you can create financial reports which will help your bookkeeping and organising your cash flow.

And the last but not the least is getting customer insights from Commerce Manager. 

The platform provides you with actionable recommendations for your business. There are definitely other very valuable features in Facebook Shops.

All of them are going to change Facebook advertising in the ecommerce sphere! So we highly recommend testing Commerce Manager and all the tools which will help you manage your business across Facebook and Instagram.

If you’re spending over $500 per day and want to get more tips about running your Facebook ads

Book a call below:


Maryana from DimNiko 🙂

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Community: The Missing Piece of the Growth Puzzle

DimNiko | Building a Community

Contrary to what the gurus tell you, and what too many ecom business owners often believe, there is no one-size-fits-all formula for growth, known only to a select few high priests of digital marketing. There are no magic campaigns or audiences or even creatives that will take your brand from 0-60 in under 4 seconds. 

But let’s say you have an awesome product, quick fulfilment, your customer service people are shit-hot and your marketing is generating interest in your offer. Growth should just happen, right? Those are essentially all of the main things. 

But it won’t. 

And if it does, it won’t happen quickly. 

And if it does, it won’t be sustainable. 

Offering Something More Than a Product

If you’re operating in a competitive marketplace, where people have other options besides your product, you need to offer something more, something to give them a personal connection with your brand. The ideal situation is not to be selling products to customers, but a relationship with your brand. This is how you guarantee lifetime values and sustain growth beyond finding more and more new audiences to sell to once and never hear from again.

Gymshark is the oft-touted example of how effective community management helped grow a brand from some dude’s garage into a global superstar. But affiliate marketing is only one particle of your community strategy – and sometimes it’s not even an essential one. 

It’s not about having a trustpilot, a blog or customer reviews on all your products either. These are just essential tools for demonstrating social proof. What’s so often missing is that crucial X factor that keeps customers coming back, telling their friends about you and posting about you on their social media accounts. 

Let’s say you sell lemonade. You might have a few things that separate you from your competitors – maybe it’s cloudy, maybe your production methods are eco-friendly or you use half the sugar for the same taste. Okay, but the high price point and waiting for deliveries will begin to bite after a while, especially when a similar thing is available for next to nothing in the supermarket. People lose interest.

Read More: How to Use a Facebook Group to Grow Your Business

How do we stop this drop off?

How do we maintain these customers so we can focus on growing into new audiences? 

The thing is, this isn’t offering anything new. Even if all the criteria mentioned above are met. Your customers don’t feel any connection to your brand, just a short-lived delight in your product. So why not talk to them? Why not make yourself a hub for lemonade connoisseurs?

Celebrate your customers – post about them on your social feeds, ask for their own content to use in ads, poll them on what they want to see. A switch from bottles to cans? New flavours? Which flavours? If you need models – ask your customers! Everyone has an opportunity to get involved and feel that they contributed to your brand’s success. Offer a prize for whoever can write the best or funniest description of your hero product and post it on the website. 

Read More: How to Use Social Media For Increasing Brand Awareness

You could make them feel like they are members of an elite club. Offer memberships for discounts or exclusive early product launches, present your product as the real deal, the one for the connoisseurs or the hardcore

Creating customers who feel like they own a bit of your brand doesn’t make them entitled or ungrateful but loyal and obsessed. They want the latest offering every time. They want to keep up, to show off, to be hooked up to the community and have their say on what they want you to do next. These customers will voluntarily sell your brand for you

Whether you create a community of loyalists like Apple, a community of hobbyists, like Gymshark, or a community of cheerleaders like Snag Tights, you’re ensuring the survival and vitality of your brand. 

Want to learn more about sustainable growth and how we can help build your brand into a genuine powerhouse? 

Book a call below:

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Retargeting Offer Test: FREE Shipping or Discount?

DimNiko - Free Shipping

Hi Everyone,

Today I am going to share with you a retargeting offer test result that I’ve been testing for a while.

Typically e-comm businesses have an average CV% between 2% to 4%, and of course if there’s no retargeting the CV% is even lower.

However, if you have built out a solid retargeting strategy likely your store conversion rate is good.

Why People Abandon Cart

Most of the high intent buyers leave the store at the Add to Cart stage. Some shoppers may need more time to understand and research your products, some might mind the shipping fee so they leave, and some might just consider research more for better price range, some lazy to complete the checkout process or get distracted for different reasons. These are some of the reasons why people leave without buying, and this is why retargeting is essential and works as people need to become more comfortable with your brand.

Retargeting campaigns are converting like charm, because at this stage you give them a good reason to buy now by showing them an offer to those who abandoned the cart.

The Retargeting Offer Test

I’ve been testing % discount codes vs Free Shipping?

Turned out that people preferred the free shipping code instead of discount on the product.

Of course, this depends on your shipping fees and how much your products cost. This type of offer will give the users the feeling of emergency to buy. So in the test I ran the ROAs on the discount code it was just double, while Free shipping had 3 ROAs. That’s pretty cool to understand what your customers prefer and so you know in order to scale.

There as well another version I tried but failed is a fixed amount of discount for example $5 OFF. People tend to like more a certain % OFF the full price or the Free Shipping

Definitely this test doesn’t mean that it will work magic for all e-com stores, this is my experience, but I can strongly recommend implementing it and let it run for a month and observe the changes.

The Audience We Tested

The Audiences used in my retargeting strategy were visitors for the past 30 days, in a consolidated campaign and another one excluding the past 30 days but targeting the last 180 days. Especially now in Q4 when the buyer intent is significantly increasing.

The Creatives We Tested

As for the ads showcase your products, make multi-products carousel ads as these ones can be very effective in retargeting, however if the store has a few products single ads are working very well as well, review ads are gold.

Take advantage of your retargeting campaigns and get the most out of it in this Q4.

Also, if you are spending over $500 a day and want to scale your brand.

Book a call below:

Have a Great Day!


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Is Your Low Average Order Value Stopping You From Scaling?

DimNiko | Average Order Value

Anyone struggling to scale up their Facebook Ads should take a look at their AOV.

I jumped off a call with a brand owner who had an AOV of $25 US and was spending $1500 a day on ads. He couldn’t scale to that next level of spend and was stuck.

When we broke down the metrics the breakeven CPA was about $10. Meaning he had to spend less than $10 on his ads to acquire a customer profitably.

Anything more than a $10 CPA was unprofitable which makes it much harder to scale when your AOV is so low.

He has a few options if he wants to scale the brand.

Obviously he can improve his media buying, improve his creatives or increase his website conversion rate but a great opportunity is to improve the AOV.

This can be done with a price increase, offering to buy multiple of the same item, introducing other products as bundles to name a few.

Read More: Difference Between Cross-Selling and Upselling – Why You Should Set It Up Right Now!

Giving your customer the opportunity to spend more at checkout doesn’t mean all of them will, but a percentage will and this leads to a nice increase in AOV.

Let’s hope he implements the advice I gave him and his AOV increaseds from $25 to $35.

His breakeven CPA now increases too, allowing him to spend MORE money on advertising to acquire a customer profitably. 

As Facebook Ads are essentially an auction between advertisers, the advertiser that is willing to pay the most to acquire a customer will win (we don’t want to spend the most but that is how the Facebook ad platform works)

You can try for days, weeks or even years to improve your ad account CPA by using media buying tactics to maybe drop the CPA from $8 to $6. Or by simply increasing the AOV you now improve your profit on the first touch point and you can spend more to acquire that same customer. 

This will allow you to scale your ads past where you are stuck.

I could also dive into LTV and how that allows you to spend more on your Facebook ads but it’s crucial to be as profitable on the front end as possible so you can scale. 

Got any thoughts on this? Would love to hear them.


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Facebook’s Certified Media Buying Professional Exam Courses Key Takeaways

Facebook's Certified Media Buying Professional Exam Courses

I recently started working at DimNiko as a junior media buyer, and to no surprise, I have learned a lot in the past month working with a team of expert media buyers.

Before getting stuck into the ins and outs of media buying, it was important for the team to make sure my knowledge of Facebook and its endless capabilities are up to standard. 

Facebook’s Certified Media Buying Professional Exam Course was the answer, among others. As I delved in and completed this course, I will outline the key takeaways for you and you can decide if this is something you want to pursue and invest in.

Overview of the Facebook Blueprint, And Is It Worth It?

With the ever-evolving advertising landscape, we can expect that Facebook will be a leader in innovation and advancing the platform’s advertising capabilities. You need to stay on top of the advances in custom audience targeting, new ad types and changes in rules and regulations in order to stay competitive in the field. 

If you have completed any other certifications for other platforms such as Google Adwords or google Analytics, you will know that they are challenging, however with some decent preparation you should be capable of passing.

There are currently 8 different Facebook Blueprint Certifications which costs between $99 – $150 per exam so that you can become officially certified in a certain Facebook advertising area. If you complete and pass the exam, you will receive a certification badge which you can put up on your resume, LinkedIn or your own personal website.

The Facebook Blueprint Certifications:

Read More: Facebook Certified Media Buying Professional Exam Course Key Takeaways

Key Media Buying Professional Exam Takeaways

If you are an experienced media buyer, you can definitely still benefit from what the Media Buying Certification has to offer and fill the gaps in your knowledge with an up to date collection of 14 lessons that you have to go through in order to take the exam.

A quick look at the study guide for this certification will give you insights into how much of the knowledge you already know, or in which areas you could expand your current knowledge which might make the certification valuable to you.

If your knowledge is up to standard, the exam will be much easier and it gives you another reason to do it and get the qualification!

The exam’s preparation lessons take between 15 and 35 minutes to complete (however some could take longer depending on your understanding of the topic), with questions throughout to test your knowledge right off the bat. These questions are presented in multiple choice form, drag and drop as well as other effective question methods.

A nice thing about the lessons is that they include real-world scenarios and case studies, as well as fictitious case studies which makes the completion of these lessons a bit more exciting and more relevant.

Topics in the course include Ads Manager, Business Manager, Ad policies, Ad Auction and Delivery, Reach and Frequency Campaigns, Measurement and Reporting, Pixels and Creative Planning for Formats and Placements.

There are also more topics that cover the business side of things and the media buyer’s approach to campaigns and strategies, such as Brand Best Practises, From Business Goal to Creative Strategy and Delivering Actionable Media Recommendations.

That’s it in a nutshell, I would definitely recommend doing the Facebook Media Buying Professional Exam not only to ensure that your knowledge is up to standard, but that you have another certification that you can use to make yourself stand out when needed in a competitive world of media buying professionals.

If Media Buying doesn’t sound like your jam, then no sweat. We’re happy to help. Just book a call with us and we’ll be happy to discuss how we can work together.

Stay safe and have a good week 🙂



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The Importance of Two-Factor Authentication

DimNiko - Two Factor Authentication

Recently one of our personal ad accounts has been restricted from advertising. If this has ever happened to you before then you know how frustrating it can be. You’re trying to upload a new campaign but it continues showing an error. And when you’re hovering over the error, it shows that your personal advertising access has been restricted. A real bummer when this is what you do for living.

But We Finally Found The Reason For Such Blocks!

I contacted Facebook support and they sent me the regular form for appealing your personal account. The form consists of reasons why you think you should get your account back. There are a couple of points which you can choose or you can explain in your own words why you think you should get your personal account back. I filled in that form but an error popped out that the account wasn’t actually restricted. For further information it was recommended to visit the Account Quality page.

And the solution was there! It occurred that the actual solution for this restriction was enabling the two-factor authentication. Which I immediately did and got that personal account back.

Since I was still chatting with Facebook I continued investigating why these kinds of things could happen. And the main reason occurred to be working from different Business managers at the same time. When you’re doing that, Facebook can flag your activity and consider it as a robot or spam.

Read More: The Impact Of COVID-19 And How Consumer Behaviour Is Still Changing

How Does The Two-Factor Authentication Save You From That?

After you enable this feature, Facebook starts asking you for additional ways of verification when entering your account from different browsers which makes the process more legit.

You will also get alerts when somebody tries to access your account from another device which makes it easier to exclude stealing it.

So How Do You Turn It On? Copying An Instructions From a Facebook representative:

  1. Go to your Security and Login Settings.
  2. Scroll down to Use two-factor authentication and click Edit.
  3. Choose the security method you want to add and follow the on-screen instructions.

When you set up two-factor authentication on Facebook, you’ll be asked to choose one of two security methods:

This will make it much more easy for you to switch between accounts, business managers, browsers and devices without worrying about getting restricted!

If you want to know other tricks and tips we use for protecting our accounts

Book a call below:


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Facebook Certified Media Buying Professional Exam Courses Key Takeaways

DimNiko - Facebook Media Buying Certification

How do you start your journey of becoming a Media Buying Professional?

Are you thinking of changing or upgrading your career, or would like to work at a Social Media Agency?  Maybe you just want to boost your own business? The best you can do to start off with is to complete the Facebook Blueprint courses and gain the Facebook certification.  Once you’ve got certified, every employer and client will see your competency in designing a complete Facebook marketing strategy.

I’m going to share with you the insights and experiences I got while doing the course. 🙂 Let’s check them out together! 

The Facebook Blueprint

The Facebook Blueprint is a free e-learning platform, where you can start your journey to become a professional Media Buyer. The courses provide a step-by-step module-based learning route. The beginner course is available in several languages, which makes a little bit easier for non-English natives to get introduced to the basics. But, as you aim for the professional level,  I would suggest starting already from the beginning in English.  

The Facebook Certified Media Buying Professional Training

The Facebook Certified Media Buying Professional training is the highest level of FB certification (except the developer courses). To get there, I suggest starting from the beginning to have a concrete base to build on. Even if you are working as a Media Buyer currently,  you should go through at least the 400-101 module.  Believe me – you will need this while doing the tests! 🙂 

The training is divided into four main topics. First, as an introduction, you will learn to get started in Ads- and Business manager. You will familiarise yourself with the ad review process; realise what content is acceptable for your ad’s text, landing pages, and also will learn about targeting restrictions. 

The “Planning your campaign” module is the essence of the whole course. You will learn here how to create, publish, and purchase ads. This lesson teaches you also about Ad Auction and Delivery Overview, explains how reach and frequency buying works, and how to reach your audience in the most effective way. 

As measurement, reporting and optimisation are all essential for a Media buyer, the program makes sure you understand all the necessary background. 

Success is all about choosing the best marketing objective that maps to your business needs. What’s your goal, and how will you measure if you achieved it? 

While finishing your studies – you will know the answer. 🙂

Takeaways for an Effective Exam

Some key takeaways from me for an effective exam course: 

  • Arm yourself! 🙂 Download (and read through) the official Study guide from HERE. The guide will help you to prepare for the Exam. Note that the videos, transcripts and the study guide are not always matching each other completely, so grab both for the best outcome!
  • Be patient and leave yourself enough time to understand every detail. The learning modules show a suspected reading time …. Don’t worry if you would seem slow: those are clearly underestimated at several topics. 🙂 Take your time and relax!  If you rush through the modules, you can face some surprisingly tricky questions on the test. 
  • Practice! If you can, try the learned competencies on a live account. You can create and run some campaigns for practising even with minimal spending.
  • Make notes or some screenshots of the essential parts. Although you can come back any time, it will be difficult to remember in which module / which video you met the critical information.  
  • Apply the “dry theories” to practice. Case studies will help you to understand real business’ problems. Later, when your business client comes to you with similar challenges, this will help you to focus on goals and outcomes. 
  • Take action – but wisely! As the exam costs approx 150USD per module, I recommend testing your skills several times before starting the certification procedure. Also, with learning through all of the modules, you will find a lot of brand new topics and question-types in the practice-your-skills test.

Remember that the certificate has to be renewed every year. Even if you choose not to go for “the paper”- the Blueprint studies give you a complete overview of the advertising options and help you to explore how to navigate your business through the Facebook products.

Curious? Start your journey HERE

Or, inquire with us to do your advertising:

Wish you all the best, and enjoy your brand new skills!


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How to Build Effective Retargeting Campaigns for Ecommerce Stores

DimNiko - Retargeting Ad Campaigns

Retargeting campaigns depend on 4 key factors that determine the success of the campaign.

But first, why is there a need for retargeting campaigns?

Why Do You Need Retargeting Campaigns?

It might be obvious, but retargeting is a very powerful funnel, since you already know that a potential customer has made the journey to your store.

Creating retargeting campaigns could be a delicate process since you don’t want to spam your customers to the point where they lose interest in you products. Setting up retargeting campaigns is the “easy” part. As a basis you want to target your typical add to cart, initiated checkout, time spent on site, etc.

There are a lot to choose from and testing is important. An effective retargeting campaign does not entirely depend on having just the right campaign structure.

It’s about understanding your customers.

Here are 4 key factors that determine a successful campaign include, understanding your customer journey, the creative angle, understanding your product and budget.

1. Understanding Your Customer’s Journey.

When you create your website, you have a pretty good idea of how you want your customers to behave on your website. You either want them to land and go straight to purchase or have them spend some time on the website and engage with your page.

Using tools such as Google Analytics will give you great insight on what your customers are doing with your website. If you know how to use Google Analytics as it is intended to be used, it allows you to track your customers’ journey in great detail.

Setting up a campaign structure based on the drop of points of your customers are a great way to customize your creatives for specific personalized ads.

2. Creative Angle

The creative angles of your ads are by far the most important.

As an example, you decide to set-up a campaign structure for add to cart abandoners. Having creatives that nudge users back to their cart with a personalized message such as “Did you forget something?” or “You left something in your cart” is a great way to get them back to our store.

These creatives should include links that lead direct to the add to cart page or checkout page, depending on which audience you target.

We have seen quite a few retargeting campaigns that have a very standard ad for their retargeting campaign, which might be more suitable for a prospecting campaign.

Implementing customer reviews and UGC are great ways to target users that haven’t added cart but have interacted with your website such as view content, time spent on site users etc.

Customers are already interested, you just need to nudge them a little.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

3. Understanding your product

Understanding your product is important, there are two ways to take this to your advantage.

With prospecting campaigns you will need to know how frequently your customers will need to return to your store.

Is your product a one time purchase or does your customer need it every three months? Understanding this will allow you to exclude the right purchase period not only from your retargeting campaign, but all your campaigns.

Ideally you would want to have a separate retention campaign, but if your budget is tight, this might be a good way to score some extra purchases.

4. Campaign Budget

This might be the most important factor for your retargeting campaigns.

As I mentioned above, you don’t want to spam your customers. The balance of your budget structure is considerably important and depends on your prospecting campaign structure.

Your budget should be balanced, your prospecting campaigns need to feed your retargeting campaigns. Looking at key metrics such as Frequency on your ads manager will indicate if your campaign structure is out of balance.

It might be hard to keep your cool, since you might see the campaign is doing great, and you want to scale.

Having a budget that’s too high for retargeting can bring you quick results, but for a long term strategy it could be disastrous.

When you are able to scale your prospecting campaigns, you are able to scale your retargeting campaigns.

Retargeting campaigns is a powerful funnel in your ads manager.

Understanding that retargeting doesn’t solely depend on what you target, but how you target will bring you a stable and successful campaign.

Read More: Budget Distribution Between The Funnel Stage

Utilizing different tools such as Google analytics and understanding the metrics from your ads manager is essential to build a successful retargeting campaign.

If you are spending over $500 a day and you want to scale your brand.

Book a call below, to have the best of the best work on your brand.

And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

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Why Scaling Back On Your Ad Spend Can Actually Help You Scale

DimNiko - burning Money

If you’re spending $1K or $2K a day on paid traffic and it’s unprofitable you are pretty much burning your money.

And what a lot of Brands don’t want to hear is you might actually need to pull back your ad spend, and as you can imagine most see this as a negative.

It doesn’t matter how good you think your ads are, your creatives are or your website is… if it’s not profitable you are doing something wrong and need help.

One of my calls last week was in this exact situation. They were telling me how good their creatives were, how they have this incredible in house creative team and the product is amazing blah blah blah but I calmly pointed out to them…

BUT your results are unprofitable, just over a 1x ROAS so it doesn’t matter how good you think you are, your market disagrees.

They were spending $2K a day on ads and I made it super clear to them they should actually pull back their ad spend and fix the foundations of their ad account first to ensure long term success.

This is why it can actually help.

Be Profitable Before Scaling

Firstly you need to understand to scale aggressively you need to be profitable with your ads or you are losing money for every dollar you put into ads.

You need to pull back your ad spend to really focus on the things that are working and double down on those areas to ensure that consistent growth over time.

If something isn’t working at your current ad spend, there is no way it is going to work at a higher level of ad spend. You will just lose more cash.

To give you a real life example, we had a client come on with us that was spending $3K a day with a $110 CPA and monthly revenue was $153K.

We took over and we knew the CPA was far too high so we told them we were going to scale down the spend, optimise what is working so we could take 1 step back and then take 2 steps forward to actually scale.

By dropping the ad spend and working on heavy optimisation of what was working we were able to squeeze a lot more out of the current campaigns and set some solid foundations for growth.

Month 1 together we dropped spend from $93K to $72K, so we dropped the spend by $20K and this actually dropped the CPA to $83, remember it was $110. 

Which meant we actually increased their monthly revenue while dropping spend by $20K for the month, which is pretty insane, imagine spending $20K less on Ads for more revenue.

During that first month together we were able to get clear on what was working and communicate this to the client to get us more creative, more assets for the ads so we could scale profitably.

So we had taken that necessary step back, then Month 2 together we started scaling

Increased spend upto $96K for the month and the CPA dropped even further to now being $72 and monthly revenue was $213K

So we are 2 months in working together, we are sitting at the same level of spend when we took over but monthly revenue has gone from $153K to $213K, $110 CPA to $72 CPA.

So What Should You Do If You’re Unprofitable At a High Level of Ad Spend.

Analyse your account, look at what is actually working, pull back on spending on unprofitable campaigns, double down on the winning campaigns or creatives.

Trust me, once your ad account foundations are set correctly at a lower ad spend you will be able to scale far beyond where you were before.

If you actually want help analysing your ad account results to take your brand to the next level let’s have a chat.

Book a call here:

Chat soon,


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Why You Should Utilize Your Lookalike Audience

Facebook is the biggest social network out there and is offering the most targeting options to help your ads to find the best audiences who likely will find your ads relevant, so defining your audience we may call it “smart targeting” and it’s absolutely necessary in order to have less $$$ spend on irrelevant traffic.

Let’s look into the type of audiences and see how they benefit your business:
1) Core Audiences
2) Custom Audiences
3) Lookalike audiences

Each audience type has its own “beauty” but let’s have a look on their functions and how they benefit you.

Core Audiences

Core Audiences define an audience based on the followings:

  • Interest is one of the best Facebook ads targeting where you can target specifically people interested in your market or competitors or hobbies.
  • Demographics – here you’ll find a big pool of targeting topics but the main 3 is Age – Gender – Language- and detailed targeting going way more detailed: you’ll be able to target people by their political views, life events, job titles and so on. Behavior based targeting allow you to target people who have purchased in the past, personal events such as birthdays, anniversaries.
  • location – to select cities, counties, countries, postal codes, specific address radius but also you can dig deeper and select more layers such as people who live in this location, recently have been or travelled in the selected location, and connections – to include or exclude people who is connected to your Facebook page or responded to an event.
    Sounds scary a bit but you can add all this target options to serve your ad the best possible way.

Read More: Ideal Audience Size for Facebook Ads

Custom Audiences

Custom Audiences are created based on the pixel data by tracking your websites traffic.

Here are the events that are currently available: Add payment info, Add to cart, Add to wishlist, Complete registration, Contact, Customize Product, Donate, Find Location, Initiate checkout, Lead, Purchase, Schedule, Search, Start trial, Submit application, Subscribe, View content and all this custom audience can be used to retargeting. Quite a lot, right?

The website custom audiences are valid for up to 180 days so if you install the pixel now it could still be helping your Facebook advertising six months down the line. Also you should be excluding these audiences from the prospecting campaigns as this saves you money and stops showing the ads for people who already took an action on your site.

The above-mentioned custom audiences are very valuable, and you can use them to create lookalike audiences in seconds.

Read More: How to Use Video Viewed Custom Audiences for The Highest ROAS (SECRET METHOD)

Lookalike Audiences

Lookalike audiences can help you to find your new, high-quality customers. It’s a very powerful tool which uses what it learned about your most successful customers to find new people who have similar characteristics and would likely be good customers as well. Think of it as an audience matchmaker for marketers. You tell Facebook what you like in a customer and Facebook will deliver a new audience with prospects that meet your criteria.

Sounds like a good idea right? Well, it is and it works if you give Facebook the right data.

  • Customer Information.
  • A newsletter subscription list or a customer file list. You can upload a csv file
  • Website Visitors.
  • You can create a custom audience based on website visitors, and for this, you need to have Facebook pixel installed. With pixel, you create an audience of people who have visited your website, looked at certain pages, completed a purchase and so on as mentioned above.
  • App activity.
  • Do you have an app? Perfect! With active event tracking, app administrators can collect data on the people who have installed your app and took different actions with the app.
  • Engagement.
  • An engagement audience is people who engaged with your content on Facebook or Instagram. Engagement events include: video, lead form, Facebook & Instagram page, or even people who have messaged you.
  • Offline activity.
  • You can create a list of people who interacted with your business in person, by phone or any other offline channel.

Now that you have a little more info on all of the different types of audiences, you can create your lookalike audiences. Multiple Lookalike audiences can be used at the same time for the same campaign, but they should be separate in order to avoid an audience overlap.

Read More: LLAs Are Your Best Friends If You Want to Bring Amazing Results

Tips and Tricks When Using Lookalikes:

  1. Use the right source audience for your goals.
    For example, if your goal is to drive awareness of your business, a Lookalike Audience of your PageFans may be a good idea.
  2. Get creative with Custom Audiences.
    You can create audiences around a variety of parameters, but drill down on one option and see which is best for your campaign goal.
  3. Test your Lookalike Audience size.
    Consider different audience sizes for different campaign goals. Make sure to have at least one million people, but 10million it’s even better. You need to test, sometimes Facebook like smaller audiences but other time prefers the broader ones.
  4. Use Lookalike Audiences in combination with other features. Enhance your Lookalike targeting by adding more targeting parameters such as age, gender, interests, location, etc.

There you have it, everything you need to know to take full advantage of the super-targeting capabilities of Lookalike Audiences.

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Have a great week!
Ago from the DimNiko Team 🙂