It’s definitely that time of year. You’ve done so much brainstorming, preparing, and worrying about your Q4 campaigns and now you feel fried. You wake up every morning poised for disaster.
Perhaps one or all of these thoughts races through your head: “something doesn’t seem to be working as well as it was last week,” “accounts aren’t spending what they should be right now,” or “my campaigns are tanking, the client is going to fire us.”
During the past year, I experimented with a Facebook Messenger bot. Last week, I turned it off.
This isn’t meant to be an indictment on Facebook Messenger bots. My goal isn’t to convince you that they aren’t valuable. I simply wanted to share my experiences with it and why I ultimately decided to pull the plug.
There are plenty of good reasons to have your own bot. You will have no problem finding examples of success stories of brands using them in productive and even profitable ways. But there are potential pitfalls that you need to be prepared for.
Advertisers are split into three primary camps when it comes to geo-targeting and Facebook ad spend by country:
Worldwide: Just target everyone on the planet in the same ad set
Country Clustering: Throw your primary countries that work best into the same ad set
Segmentation: Create a separate ad set for each country or similar groups of countries
There are additional variations and areas of gray, but these are the primary approaches.
Let me first say that there is a time and place for each of these things. For example, I will use Worldwide targeting on occasion — but I do so selectively. I’ll use it when reaching a very warm (and small) group of highly engaged people.
But there are many times when you should strongly consider approaches 2 and 3. However, you can’t simply guess which countries to use. It needs to be intelligently based on your customer data.
Facebook Saved Audiences are a built-in feature allowing advertisers to pre-build an audience for repeated use in targeting. By using the Saved Audience tool, you can save time and ensure consistency in your advertising. You can also gain insight into the make-up of a particular target group.
Are Instagram users also included in these pre-configured audience groups? In this article, we’ll review what Saved Audiences tell us, and use available data to answer this question.
How to use Facebook Saved Audiences
To create a Saved Audience, navigate to the Audiences feature from within the Assets section of Business Manager (or Ads Manager if you do not have Business Manager set up).