Kick-a** PPC tips recap: targeting
Published: September 19, 2013
Author: Molly Shotwell
In case you missed it — and there’s probably no way you caught all 100 — we kicked off the year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)
Today’s installment: kick-a** targeting tips!
Tip: In GDN campaigns, target by age and gender, then cut like crazy.
Tip: Review your campaign’s traffic by device type and adjust budget accordingly.
Tip: Control placements for retargeting campaigns; exclude shady categories instead of following users blindly.
Tip: Use Custom Audiences to exclude existing emails as targets for Facebook email acquisition campaigns.
Tip: Break out Facebook campaigns by relationship to audience (e.g. fans, friends of fans) and set goals for each.
Tip: Target your prospects in B2B ad text (SMBs respond to different prompts than the Fortune 500).
Tip: Mix in humanizing posts with promotional posts to keep Facebook ads “sticky” and engage more users.
Tip: Incentives in Facebook “like” campaigns should always be relevant to the targeted audience.
Tip: Adjust your day-parting strategy by device to account for different browsing behaviors.
Tip: The ideal frequency for serving Facebook ads to a given person is 6 times.
Stay tuned for our next recap: tracking, metrics, and analytics!
