Get More from Your Meta Money, Part 10: Test Broad Vs. Strategic Targeting

by | Apr 25, 2024

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In this multiple-part series, we’re highlighting how you can become a savvier Meta marketer by minimizing cost and maximizing results. 

This may be the last article in “Get More from Your Meta Money” (where we look at targeting with Meta Advantage+ Catalog Ads), but not to worry! Even with this series coming to a close, we’ll continue to offer lots more insights in this blog on the best ways to market on Meta, so be sure to subscribe and never miss a tip or trick! 

When to Go Broad with Your Targeting

If you have products that are appealing to a wide audience, it’s best to go broad with your Catalog Ad targeting. Just let the Meta algorithm find people you probably wouldn’t if you go more narrow. If you’re not getting sales right away, don’t let that discourage you – remember, the more products you have, the longer it takes for the algorithm to test and match them to the right audience. And, the algo is becoming more and more effective by the day, so you’ll see better results over time.

That said, in some cases, audience and catalog segmentation can be a great call for finding efficiency with your Catalog Ads.

Audience Segmentation and Catalog Ads

To find out which of your product categories have a higher chance of driving success, let your CRM data do the talking—dive in and identify what’s working well in terms of your margins and conversions, and then create product sets and audience segments accordingly. Consider splitting product sets out by product category, geo, and/or seasonality.

For example, let’s say you’re selling home appliances. You might want to build Catalog campaigns exclusively for air purifiers for California during wildfire season, since you know there’s a good chance demand will be high. Segment accordingly for effective targeting.

Or let’s say that you’re a jewelry store. Products that have bundled options have the highest margins, so it could make sense to advertise everything that’s part of a bundle.

Bonus Tip for Brick and Mortar

If you’re selling products in a physical store, consider using the first or last card of your carousel ads to feature store locations. In this case, upload a list of locations to Meta and then insert this card to help drive foot traffic. You can dynamically insert an address based on the closest location to the person’s browsing location. 

In summary: If you have efficiency goals and a huge catalog, it’s a sure bet that you can find creative ways to discover pockets of efficient engagement and grow both your online and offline sales with Catalog Ads. Don’t get discouraged if things don’t work out right away, look at the data and test.

Learn. Do. Grow.

Check out our previous posts in this series:

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