Get More from Your Meta Money, Part 5: Target Like an SMB

by | Mar 6, 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. 

In today’s article, we discuss the “Audience suggestions” feature and how SMBs can use it to fine-tune performance and feed the Meta algorithm with less data (to start).

If You Can’t Feed the Algo, Train the Algo

While there’s no substitute for data variety and volume for training the Meta algorithm (as we detailed in our previous article), what if you’re an SMB and don’t have a huge data history to pull from? Not to worry–you can use the Advantage+ targeting “Audience suggestions” feature to direct the algorithm. 

The How-To

  1. Essentially, take your understanding of your best customers—who they are, what they’re interested in, and any demographic insights you’ve gleaned—and, as an initial approach to your campaigns, give this information to the algorithm as a starting point.
  2. At the same time, make sure the system can access the data you do have. This combination of data and proactive suggestions is a decent proxy for a lot of data.
  3. Make sure you keep a very close eye on the early results. If your suggestions aren’t hitting the mark, you may have to dig back into qualitative audience research to test some new attributes. 

Room to Grow

By starting with “Audience suggestions” for the algorithm when you’re small, you can expand into broader, less restricted targeting as you have more data. At that point, you’ve trained the algorithm to find the right users on its own, refining your targeting and making it work even better. 

Your Meta Marketing Toolkit 

Check out our previous posts in this series:

Need help with your Meta campaigns? Get in touch with Playbook Media’s experts.

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