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Facebook Ads: The Essential Audience Segments You NEED

#Social Media Marketing
2025-06-13 21:118 min read

Content Introduction

This video discusses the importance of properly utilizing Meta's engaged audiences and existing customers for effective ad campaigns. It emphasizes the potential waste of resources if these features are misused and offers strategies for optimizing ad buying decisions. Viewers are guided on how to set up custom audiences, understand audience segments, and leverage Meta's reporting features to track performance. The video stresses the significance of a 90-day engagement window for retargeting and suggests excluding poorly performing audience segments to enhance campaign focus. By analyzing data and making small adjustments, advertisers can significantly improve campaign performance and profitability.

Key Information

  • Engaged audiences and existing customers are valuable features offered by Meta.
  • Using these audiences incorrectly can lead to significant financial waste in ad spending.
  • Campaign reporting on Meta allows for detailed audience breakdowns, including spending and performance metrics.
  • It is important to properly define and utilize custom audiences based on engagement and purchase behavior.
  • Creating segments for engaged audiences and existing customers can optimize ad performance.
  • The recommended engagement time frame for audiences is 90 days to ensure relevance.
  • Adjusting audience targeting and engagement windows based on performance data can enhance advertising effectiveness.
  • Retargeting campaigns should focus on high-performing segments to maximize return on ad spend.
  • Excluding underperforming segments can help streamline ad campaigns and improve results.

Timeline Analysis

Content Keywords

Meta Advertising Audiences

Engaged audiences and existing customers are features that Meta offers to optimize advertising strategies. Properly utilizing these features can prevent wasted ad spend and improve ad buying decisions.

Audience Reporting

Meta provides a reporting section which allows advertisers to view their audience segments, spending on retargeting, and performance metrics. Understanding these reports is crucial for informed advertising decisions.

Setting Up Custom Audiences

Setting up custom audiences, including engaged audiences and existing customers, is essential for effective marketing. Advertisers should focus on recent engagement within a 90-day window for optimal results.

Engaged Audiences

Engaged audiences include individuals who have interacted with a brand but have not made a purchase. It's advisable to target website visitors and email list non-buyers from the last 90 days.

Existing Customers

Existing customers are those who have already made a purchase. Meta recommends targeting these individuals based on their activity within the last 180 days.

Ad Spend Allocation

Meta's algorithm typically allocates about 70% of the ad budget towards new audiences, 20% toward engaged audiences, and 10% toward existing customers.

Optimization Strategies

Adjusting engagement windows and reallocating ad spend can significantly improve overall campaign performance. Monitoring audience engagement is critical to ensure effective advertising.

Related questions&answers

What are engaged audiences?

Engaged audiences are people who have interacted with your brand but have not made a purchase yet.

How can incorrect use of audience targeting affect my advertising budget?

If used incorrectly, it could lead to wasting a lot of money on ineffective ad spending.

What is the significance of the reporting section in Meta?

The reporting section helps you view breakdowns of audience segments, how much is being spent on retargeting, and their performance.

Why is a 90-day engagement window recommended?

A 90-day engagement window keeps your retargeting audiences relatively warm and focused, as engagement drops significantly after this period.

What should I do if my existing audiences are underperforming?

Consider excluding these audiences from your campaigns to focus more on new audiences, as existing ones may not work as well.

How can I improve my advertising strategy?

Data from engaged and existing audiences can help refine your strategy and maximize performance.

What types of audiences should I target?

You should target engaged audiences, existing customers, and new audiences depending on their performance metrics.

What are some indicators that I should create a new retargeting campaign?

If your existing customers are yielding a high return on ad spend, it's a strong indicator to scale that audience with additional campaigns.

What is the first step in setting up audience targeting?

You need to understand what each audience type is and the demographics that should be included within each segment.

How can I analyze the performance of my audience segments?

You can use the data provided in Meta's breakdown section to analyze ad spend and performance for each audience segment.

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