{"id":3493,"date":"2020-08-20T10:46:47","date_gmt":"2020-08-20T08:46:47","guid":{"rendered":"https:\/\/www.gun.ro\/?p=3493"},"modified":"2024-06-10T14:45:57","modified_gmt":"2024-06-10T12:45:57","slug":"facebook-si-instagram-ads-raspunsuri-faq","status":"publish","type":"post","link":"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/","title":{"rendered":"Facebook and Instagram Ads \u2013 FAQ"},"content":{"rendered":"<p>Over time, we&#8217;ve encountered many questions related to Facebook and Instagram Ads. So, we&#8217;ve decided to compile them into a special article, along with the answers for each one. I&#8217;ve designed it as a best practices guide for various issues we&#8217;ve faced, practices that apply successfully for effective online promotion in 2020.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_64 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Cuprins:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #6ec1e4;color:#6ec1e4\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #6ec1e4;color:#6ec1e4\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#1_What_types_of_campaigns_should_I_start_with_for_promoting_on_Facebook_and_Instagram\" title=\"#1 What types of campaigns should I start with for promoting on Facebook and Instagram?\">#1 What types of campaigns should I start with for promoting on Facebook and Instagram?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#2_What_is_the_budget_I_need_in_promotion\" title=\"#2 What is the budget I need in promotion?\">#2 What is the budget I need in promotion?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#3_How_do_I_find_the_right_audience\" title=\"#3 How do I find the right audience?\">#3 How do I find the right audience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#4_What_should_I_consider_to_create_profitable_Facebook_and_Instagram_Ads_campaigns\" title=\"#4 What should I consider to create profitable Facebook and Instagram Ads campaigns?\">#4 What should I consider to create profitable Facebook and Instagram Ads campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#5_How_much_should_I_increase_the_daily_budget_to_improve_the_performance_of_Facebook_and_Instagram_Ads_campaigns\" title=\"#5 How much should I increase the daily budget to improve the performance of Facebook and Instagram Ads campaigns?\">#5 How much should I increase the daily budget to improve the performance of Facebook and Instagram Ads campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#6_How_often_should_I_make_changes_to_campaigns\" title=\"#6 How often should I make changes to campaigns?\">#6 How often should I make changes to campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#7_Why_are_Facebook_campaigns_not_performing\" title=\"#7 Why are Facebook campaigns not performing?\">#7 Why are Facebook campaigns not performing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#8_How_can_I_optimize_my_Facebook_Ads_and_Instagram_Ads_campaigns\" title=\"#8 How can I optimize my Facebook Ads and Instagram Ads campaigns?\">#8 How can I optimize my Facebook Ads and Instagram Ads campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#9_What_are_the_trends_in_Facebook_promotion_in_2020\" title=\"#9 What are the trends in Facebook promotion in 2020?\">#9 What are the trends in Facebook promotion in 2020?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/gun.ro\/en\/facebook-si-instagram-ads-raspunsuri-faq\/#10_How_do_I_target_competitors_followers\" title=\"#10 How do I target competitors&#8217; followers?\">#10 How do I target competitors&#8217; followers?<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Therefore, whether you have a business and handle promotion yourself or you&#8217;re a specialist in need of answers regarding your campaign performance, this article can certainly be helpful to you.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"1_What_types_of_campaigns_should_I_start_with_for_promoting_on_Facebook_and_Instagram\"><\/span>#1 What types of campaigns should I start with for promoting on Facebook and Instagram?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Before creating Facebook and Instagram Ads, you need a strategy. You have to take into account the brand&#8217;s stage of development, the type of business (e.g., whether you have a showcase website or e-commerce), the target audience, and the objectives.<\/p>\n<p>For example, if you need to promote a newly launched online store, you can start with traffic generation campaigns, brand awareness, or engagement. Later on, the focus will shift to generating purchases, optimizing cost\/conversion, and increasing ROAS (Return on Advertising Spend). In this regard, you will create conversion campaigns with objectives such as adding to cart and purchases. You will also consider dynamic campaigns based on the product catalog, targeting new users, users similar to site traffic, and retargeting site visitors with visited products.<\/p>\n<p>If you have a showcase website, your main objectives may include attracting qualified traffic to the site, completing a contact form, receiving calls, messages, or visits to the showroom. For this, you will implement specific campaigns such as website traffic campaigns, conversion campaigns (with objectives like receiving calls or forms), message receipt campaigns (to make it easier for users to interact with your brand and help the acquisition process), brand awareness campaigns (if you have a newly established brand that needs visibility), and showroom visit campaigns (to make it easy for users to find your address and visit your showroom).<\/p>\n<h4 id=\"tw-target-text\" class=\"tw-data-text tw-text-large tw-ta\" dir=\"ltr\" data-placeholder=\"Translation\" aria-label=\"Translated text\" data-ved=\"2ahUKEwiF6uPH5dCGAxWtGRAIHYJTAHkQ3ewLegQICxAU\"><span class=\"ez-toc-section\" id=\"2_What_is_the_budget_I_need_in_promotion\"><\/span><span class=\"Y2IQFc\" lang=\"en\">#2 What is the budget I need in promotion?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/family-couple-saving-money_74855-5240.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-3530\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/family-couple-saving-money_74855-5240.jpg\" alt=\"facebook \u0219i instagram ads buget\" width=\"660\" height=\"347\" \/><\/a><\/p>\n<p>Whether you&#8217;re just starting out or have been running Facebook and Instagram Ads for a while, it&#8217;s important to know what the optimal budget is for your advertising efforts. You need to consider how many customers you need per month and the minimum number of customers required for your business to sustain itself.<\/p>\n<p>You should take into account the long-term value a customer brings, the acceptable cost per new customer, the conversion rate, and the number of visits needed to reach a certain number of customers per month.<\/p>\n<p>In simplified terms, if an acceptable cost per customer is $10 and you need a minimum of 500 customers per month, the starting budget could be around $5000 per month. After starting your campaigns, you can reassess the average cost per customer, and based on that, decide whether it&#8217;s profitable, if you need to make changes to your campaigns, or if you need to increase the budget to reach your target or scale up.<\/p>\n<p>If you&#8217;re running conversion campaigns or sales from the product catalog, keep in mind that the system needs at least 50 conversions per week for each ad set to optimize delivery correctly to users who will bring the highest return on investment. And a campaign can have multiple ad sets.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"3_How_do_I_find_the_right_audience\"><\/span>#3 How do I find the right audience?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/business-goals-concept_74855-6905.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-3531 size-full\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/business-goals-concept_74855-6905.jpg\" alt=\"audienta facebook \u0219i instagram ads\" width=\"626\" height=\"403\" \/><\/a><\/p>\n<p>Targeting the audience on Facebook and Instagram represents some of the most important elements of the promotion strategy. Research plays a crucial role in creating the profile of the ideal customer. Who are your customers? What interests and behaviors do they have, what cities are most of them from, what age ranges do they fall into, etc.?<\/p>\n<ul>\n<li>One analysis tool you can use is Audience Insights from the Ads Manager platform. There, you can find relevant data about users interested in your field of activity (gender, age range, cities, similar interests). To discover all this information, you can also refer to users who have liked your Facebook page.<\/li>\n<li>Another method is the Facebook Suggestion Tool. You can use it when creating a new audience in Audiences or at the ad set level. You can input relevant interests for your brand, and similar targeting suggestions will be displayed.<\/li>\n<\/ul>\n<p>To get a clearer idea of your customers, analyze the data from Google Analytics, specifically from the Behavior section.<\/p>\n<p>In the next targeting stages, consider lookalike audiences of users who have interacted with your brand on Facebook, Instagram, visited your website, or made purchases. Don&#8217;t forget to include a remarketing strategy!<\/p>\n<p>Analyze the performance of your campaigns and discover relevant information about users who become your customers by accessing the &#8222;breakdown&#8221; section of the Facebook Ads platform.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"4_What_should_I_consider_to_create_profitable_Facebook_and_Instagram_Ads_campaigns\"><\/span>#4 What should I consider to create profitable Facebook and Instagram Ads campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>When running Facebook and Instagram campaigns, there are several essential aspects to consider for the promotion to be profitable:<\/p>\n<p>Have a promotion strategy: Consider the 4 important stages in user buying behavior: awareness, consideration, conversion, and loyalty. Create campaigns dedicated to all these stages, especially if it&#8217;s a new business.<\/p>\n<p>Budget allocation: Don&#8217;t start with a limited budget. Especially at the beginning, you&#8217;ll need to create awareness, test, gather as much data as possible, and then scale. Calculate your acceptable average cost per customer, how many acquisitions you need in a month, and add extra budget for your tests.<\/p>\n<p>Don&#8217;t target only the audience that has already interacted with your business on Facebook and Instagram. Use lookalike audiences and target interests as well. Retarget users who were very close to making a purchase (especially those who added items to the cart but didn&#8217;t buy). Don&#8217;t forget those who have already purchased from you! Create dedicated campaigns for them.<\/p>\n<p>Get inspiration from the Facebook Ad Library and see what works for your competition. You don&#8217;t have to reinvent the wheel, but you can make it spin much faster and more efficiently.<\/p>\n<p>Check your acquisition funnel: In some cases, the campaigns are not the problem but rather what happens after users land on your site. Maybe there are too many steps to complete before making a purchase. Maybe important information is not highlighted. Maybe you need to work on the content to make it more relevant. Again, get inspiration from competitors. See what their sales funnel looks like.<\/p>\n<p>Don&#8217;t just optimize to drive traffic to your site. If the goal is to sell, optimize for conversions (e.g., add to cart, purchase), for value, ROAS. If you&#8217;re promoting services, optimize for leads.<\/p>\n<p>Continuously test, monitor results, and get inspired!<\/p>\n<h4><span class=\"ez-toc-section\" id=\"5_How_much_should_I_increase_the_daily_budget_to_improve_the_performance_of_Facebook_and_Instagram_Ads_campaigns\"><\/span>#5 How much should I increase the daily budget to improve the performance of Facebook and Instagram Ads campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The performance of Facebook and Instagram Ads campaigns largely depends on the allocated budget and how you choose to manage it based on the results obtained. A good practice recommended by Facebook is not to increase the daily budget by more than 15% \u2013 20% to keep the results within normal limits, without too much fluctuation in costs\/results.<\/p>\n<p>You can set up a mechanism to increase the budget every 3 days if you achieve the desired performance with the increased budget. The same applies to decreasing the budget. However, pay attention to the bidding strategy used. If you modify the budget, make sure the bidding strategy is adjusted accordingly.<\/p>\n<h4 id=\"tw-target-text\" class=\"tw-data-text tw-text-large tw-ta\" dir=\"ltr\" data-placeholder=\"Translation\" aria-label=\"Translated text\" data-ved=\"2ahUKEwiF6uPH5dCGAxWtGRAIHYJTAHkQ3ewLegQICxAU\"><span class=\"ez-toc-section\" id=\"6_How_often_should_I_make_changes_to_campaigns\"><\/span><span class=\"Y2IQFc\" lang=\"en\">#6 How often should I make changes to campaigns?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<h3><a style=\"font-size: revert;\" href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/depressed-sad-man-thinking-financial-problems_74855-5488.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-3532 size-full\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/depressed-sad-man-thinking-financial-problems_74855-5488.jpg\" alt=\"buget alocat promovare online\" width=\"626\" height=\"391\" \/><\/a><\/h3>\n<p>Once Facebook campaigns are launched, many advertisers tend to make a lot of changes in the first few days if they don&#8217;t see results quickly.<\/p>\n<p>A recommendation from Facebook is to avoid making changes in the first 7 days. At the beginning, ad sets enter the learning phase, during which the system learns whom to deliver your ads to. Any major change (e.g., budget, targeting, placement, creative) may cause the learning process to restart. This means more learning time for the system, delayed results, and inefficient budget consumption.<\/p>\n<p>Later on, for optimizations, it&#8217;s recommended to make weekly interventions where you can adjust budgets, bidding, pause underperforming sets, create new campaigns, or make small but necessary changes to targeting or creatives.<\/p>\n<p>Don&#8217;t forget to analyze the results, and when making changes, at least refer to the results from the last 7 days, not a shorter period.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"7_Why_are_Facebook_campaigns_not_performing\"><\/span>#7 Why are Facebook campaigns not performing?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In general, there are several main causes for campaigns not performing:<\/p>\n<p>Ad sets don&#8217;t spend enough budget: Your ads may not be competitive in auctions, causing the system to show them less frequently, resulting in insufficient results for optimization.<\/p>\n<p>Promotion costs are too high for profitability.<\/p>\n<p>You&#8217;re not using exclusions in targeting, and the initial algorithm tries to target users it has information about (e.g., users who have interacted with your Facebook page, Instagram account, website, etc.), and costs\/results are usually good. However, once those audiences are exhausted, it tries to find new users with similar interests and behaviors, which may lead to increased costs\/results. Therefore, it&#8217;s essential to separately target warm and cold audiences, allocating different budgets and having separate messages.<\/p>\n<p>The creatives don&#8217;t have a catchy enough message and visuals to grab attention.<\/p>\n<p>You haven&#8217;t correctly set your objectives, and consequently, the types of campaigns that would help you perform.<\/p>\n<p>You&#8217;re not tracking the correct metrics in evaluating results.<\/p>\n<p>You&#8217;re not testing enough at both targeting and creative levels.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"8_How_can_I_optimize_my_Facebook_Ads_and_Instagram_Ads_campaigns\"><\/span>#8 How can I optimize my Facebook Ads and Instagram Ads campaigns?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Recently, the algorithm has changed, and when running campaigns on Facebook and Instagram, you need to consider several key elements for effective optimization.<\/p>\n<p>Consider diversifying targeted audiences both in terms of interests and behaviors and by using lookalike audiences from website traffic or remarketing. Don&#8217;t stick to just a few audiences that you think best fit your target. Sometimes broad audiences also bring very good results.<\/p>\n<p>Check audience overlap. When you have overlapping audiences, you may bid against yourself. Some ads will win the auction and deliver results, while others will lose the auction, register increasingly poorer results, and consume less budget. To avoid overlap, use exclusions (e.g., users who purchased in the last 14, 30 days, etc.). Avoid using too restricted audiences with only a few thousand users (except for remarketing).<\/p>\n<p>If you&#8217;re running conversion or product catalog sales campaigns, ensure your ad sets register a minimum of 50 events weekly for optimization (e.g., product view, add to cart, purchase, etc.). When not achieving them, you can change the event (e.g., if optimizing for purchases, switch to add to cart), adjust the audience, budget, or creatives.<\/p>\n<p>Ensure your allocated budget is spent. Recently, it&#8217;s been observed that for many ad sets set to the lowest cost (letting the system bring results at the lowest cost\/result), the budget is consumed at a much lower rate. Or, you may set too low of a cost cap or target cost\/result for the ad to enter the auction, again resulting in inefficient budget consumption. Constantly monitor results and spending and make the necessary changes to ensure ads are delivered under normal conditions.<\/p>\n<p>Pay attention to Learning and Learning Limited. After creating an ad set, it enters the learning phase, during which the algorithm learns whom to deliver your ads to. During this period (usually about 7 days), it&#8217;s recommended not to make any changes that could cause the learning process to restart. It may happen that once ad sets exit the learning phase, they enter the learning limited phase. This happens because they fail to achieve those 50 weekly events for optimization (additions, purchases, leads, etc.). If the allocated budget is spent but still too low, one solution is to gradually increase it by 15%-20%.<\/p>\n<p>Test automatic placements vs. placement customization. In the first option, the system delivers your ads to the most performing placements. Here it&#8217;s crucial to use custom banners &amp; videos. Choosing the second option, you decide which placements to deliver to (e.g., feed, stories, messenger, etc.).<\/p>\n<p>Pay attention to ads. It&#8217;s essential that the ads you create tell a story that resonates with users and engages them. Try at least 3 types of ads\/ad sets and see which performs best in terms of message and visual material (banners, carousels, or video content). Later on, you can create similar ads to the one that generates the best results, changing only one element (e.g., the headline).<\/p>\n<p>Change the bidding strategy if you&#8217;ve set a non-competitive bid. If you&#8217;re using target cost to control costs, but the budget isn&#8217;t spent, consider switching to a cost cap, for example. It will give the system more freedom to spend the budget and generate more results. Using this strategy gives you less control over cost\/result, but more chances for ads to be delivered and achieve results.<\/p>\n<p>An important tip to keep in mind is that when creating a new campaign, ad set, or ad, don&#8217;t schedule it to start in the evening. It&#8217;s recommended to start delivering it in the morning. Thus, it has more chances to gather more relevant data for delivery optimization, more engagement, and more chances of winning auctions.<\/p>\n<h4 id=\"tw-target-text\" class=\"tw-data-text tw-text-large tw-ta\" dir=\"ltr\" data-placeholder=\"Translation\" aria-label=\"Translated text\" data-ved=\"2ahUKEwiF6uPH5dCGAxWtGRAIHYJTAHkQ3ewLegQICxAU\"><span class=\"ez-toc-section\" id=\"9_What_are_the_trends_in_Facebook_promotion_in_2020\"><\/span><span class=\"Y2IQFc\" lang=\"en\">#9 What are the trends in Facebook promotion in 2020?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/trending-social-media-vector_53876-82251.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3534 size-full\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2020\/08\/trending-social-media-vector_53876-82251.jpg\" alt=\"lansare campanii facebook ads\" width=\"626\" height=\"625\" \/><\/a><\/p>\n<p>The platform has changed, and so has the ad delivery algorithm. New trends emerge all the time. Here are just a few of them:<\/p>\n<p>Use dynamic creatives: They allow you to upload multiple versions of images, headlines, and text that will be combined by the platform to find winning variations. If you have a small budget, don&#8217;t upload too many variants because each variation needs at least 500 impressions for the system to test and gather the necessary data.<\/p>\n<p>Use Facebook Ad Library to get inspiration from competitors: Get inspired, but don&#8217;t copy!<\/p>\n<p>Messenger ads: Interact much faster with your customers. Use automated messages and respond to them in real-time, provide them with the information they need, and facilitate the purchasing process. And the cost\/results are relatively low compared to conversion campaigns, for example.<\/p>\n<p>If you&#8217;re just starting out and don&#8217;t know exactly which targeting is best for your business, try segmenting based on &#8222;engaged shoppers&#8221;: Users whom the system considers to be making frequent purchases. Keep in mind that while this will give you a more qualified targeting, since it&#8217;s a behavior used by many advertisers in targeting, the cost\/results may be slightly higher.<\/p>\n<p>Use Campaign Budget Optimization (CBO): Create multiple ad sets with different targeting, set a common budget at the campaign level, and let the system optimize for you and spend the budget based on the results obtained.<\/p>\n<p>Placement Optimization: The platform provides you with a multitude of placements (e.g., feed, stories, messenger, instant articles, etc.). A recommended practice is to use automatic placements and give the system more freedom to optimize display. Therefore, it&#8217;s important for visuals to adhere to the platform&#8217;s recommended dimensions.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"10_How_do_I_target_competitors_followers\"><\/span>#10 How do I target competitors&#8217; followers?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Here are two effective methods to target competitors&#8217; followers and find users with similar interests:<\/p>\n<p>Check if your competitor is categorized by Facebook as an interest you can target: For this, they must be well-known in the market and have a very large follower base. This way, you can target users who have liked their Facebook page, among whom are some of their customers.<\/p>\n<p>Use Audience Insights: You can segment based on interests where you can add competitors&#8217; pages. This way, you can see the characteristics of their followers, plus additional interests. It&#8217;s not 100% accurate, but this research can be useful for new sources of inspiration for targeting users with much greater potential to convert.<\/p>\n<p>I learned the answers to these questions over time by testing extensively on agency portfolio accounts, developing strategies, and optimizing campaigns for increasingly better results. Promoting through Facebook and Instagram Ads is an ever-evolving process, and what worked a year ago may not have the same impact this year. That&#8217;s why I&#8217;ve summarized the most important recommended best practices for promotion in 2020.<\/p>\n<p>I hope they&#8217;ve been helpful, and if you need assistance with promoting your business, don&#8217;t hesitate to reach out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over time, we&#8217;ve encountered many questions related to Facebook and Instagram Ads. So, we&#8217;ve decided to compile them into a special article, along with the answers for each one. I&#8217;ve designed it as a best practices guide for various issues we&#8217;ve faced, practices that apply successfully for effective online promotion in 2020. Therefore, whether you [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3537,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-3493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-career"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook and Instagram Ads \u2013 FAQ - GUN Media<\/title>\n<meta name=\"description\" content=\"Facebook and Instagram Ads campaigns require a well-organized strategy. 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