Understanding And/Or Statements In Facebook Advertising

I last left off talking about setting up your segments and identifying the audience you’ll be targeting when you set up Facebook ads.  

Now, we’ll review one of the finer points of Facebook ads.  This is something that often trips up beginners to using Facebook advertising, but it’s not as complicated as it might feel.

facebook advertising

what you’re doing when you select exclude or include:

This bit can be a bit confusing if you’ve never done it before, but this should help.

When you’re creating your Facebook ad set audiences, once you get to the section that says “detailed targeting”, you can either narrow your audience, or widen it.

This means you select that your audience has one interest AND another interest, or that you select an audience that has one interest OR another interest.

Another way to look at it: we’ll pretend that audiences are colors of the rainbow – redbluegreenyellow, and so on.

That first box says “INCLUDE people who match at least ONE of the following”:

You select “green” as the interest.  This means you’re targeting all the people in the location you chose, in the age range you selected, and the gender you picked, that all have the detailed targeting criteria of green.

If you want to make your audience  order priligy online india bigger, you add another color (detailed targeting criteria) in the same box underneath where you chose green.  Let’s say you add orange.

Now what happens is you’re targeting your specific location, of a certain age range, and gender, and you’re going to reach green people, orange people, AND people who are both green and orange.

This is an  go to site OR statement – yes, even though your targeting will do those who have both criteria.  The reason it works this way is because having at least one criteria (green or orange) counts – having both doesn’t make a particular person count extra.

When you want to  click narrow your audience, you click on “narrow audience”, and then select another detailed targeting criteria.

In this example, we’ll narrow our colors by saying we want green people who are also yellow people.

You add that in, and it’ll make the audience you’ve chosen smaller – maybe quite a bit smaller, maybe not all that much smaller, it depends.

“But Jen!” you say, “Why wouldn’t I just pick yellow people to begin with?  Why would I bother narrowing the audience?  This color metaphor is kind of falling apart, isn’t it?”

It’s not: If you were to select yellow from the start, you’d get yellow people – but also orange AND green.  All three colors have yellow as a part of them (at least in paint pigments).

When you select green and narrow it down by yellow, you’re only getting yellows from the green segment.

Alternatively, if you select yellow and narrow by green, it works in nearly the same way – you’ll get only the yellows that came from the green segment.  Around here is where my color metaphor really does fall apart, actually.

Moving back into the real world, this means that…. say you target all businesses in the telecommunications segment of B2B businesses.

If you only use that as a targeting segment, that’ll be a massive audience.

Instead, you can narrow by applying company size or job title.

If you only selected company size or job title, you’d get everyone that worked at a company of the size you chose, or you’d get everyone of that job title.

By narrowing the audience, you get just the telecommunications people that ALSO work at a company of the right size, or have the title you’re looking for.

Still with me?

What you can also do is narrow, but narrow your audience with an OR statement.  You can target telecom companies, but you can narrow it down by company size – selecting multiple size criteria.  You can also add in job titles in addition to, or as an alternative to, company size.

facebook advertising audience targeting

Your targeting and audience should always be an experiment.

Never consider your experimenting with your advertising to be complete.

There’s multiple ROIs to consider for how to identify if your audience targeting is actually working.  I’ll review those later on, but in the mean time, it’s something to keep in mind as your campaigns run.

You may get a considerable amount of click throughs, but if those don’t translate to sales within a set amount of time, your targeting may be off.

If you get very few clicks, but they convert at a high rate, then having a relatively high cost per click may be worthwhile.

You’ll have to review the cost per acquisition, cost per click, and other KPIs within your marketing team to decide if your targeting is truly on point.

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