What sizes should my Facebook Audiences be?⁠ ⁠

This depends on 1. Your objective and 2. Whether you are targeting a cold or Warm Audience. ⁠ ⁠

Engagement Objective

 Over 10,000 but can be smaller if you are a targeting a warm audience (people who have already engaged with your business) This could be your website traffic, your Social Media Audience or your CSV database. ⁠ ⁠

Traffic Objective

 Over 20,000. Again, this can be smaller if you are targeting a warm audience. ⁠ ⁠

Conversions Objective

 The most expensive objective of them all is conversions or catalogue sales (if you are e-commerce). The recommended audience size ideally is 500,000-1million! This seems a lot, but you will only actually reach about 10% of those, then a lesser % will visit your website, and an even lesser % will buy from you (depending on your website’s existing conversion rate)⁠

Over 10,000 but can be smaller if you are a targeting a warm audience (people who have already engaged with your business) This could be your website traffic, your social media audience or your CSV database. ⁠ ⁠

What types of Audiences should I be using? 

Firstly, you ideally want at least £10 per day per audience, especially if you are running a conversions objective.

You want to use 80% of your budget to target your top of funnel (Cold) audience and 20% for bottom of funnel ads.

Top of Funnel

1. Interest Based Audience is not always the best use of budget but can be great for reaching a large amount of people who fit your demographics.
2. LAL (lookalike) of either your existing data, social engagers (not followers!) and website traffic.

Bottom of Funnel

Use 20% of your budget to re-target your TOF audience, or your existing social engagers, website traffic (make sure you exclude purchasers here) or your existing data. BOF is likely where most of your sales/leads will come from.

Audiences is just the start of running successful Facebook Ads, there is also your objective, your ad set, pixel, your creative, your copy and your lead gen page.

On average, we each scroll on average 370ft per day on our social feeds, so it’s okay getting your ads seen, but make sure your copy and creative makes people want to click it. Then, ensure your landing page or lead gen page already converts organically.

If your lead page does not convert organically, throwing money at ads isn’t going to miraculously change that.

Obviously, every business is different and has different goals.

If you would like more support with your Facebook ads, I offer 121 training where we can discuss your audiences and choosing the right one for your business. Please feel free to drop me a message here and we can arrange a chat.