Try this to target warm and cold audiences at the same time…
The first thing I’m going to tell you to do isn’t unique. Within your audiences, add all of your broadest custom audiences:
– Customer list
– All website visitors last 180 days
– Facebook page engagementThe total number of actions users took on your Facebook Page and posts that were attributed to your ads. Page engagement can include liking your Page, reacting to a post, checking in to your location, clicking a link, and more. More last 180 days
– And Instagram account engagement last 180 days
Don’t forget that Instagram account engagement! Maybe it’s just me, but I often forget it.
So far, it’s probably the largest warm audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More that you can create. But we also want to reachReach measures the number of Accounts Center Accounts (formerly users) that saw your ads at least once. You can have one account reached with multiple impressions. More people beyond these groups.
So check the box for Advantage Custom Audience. Meta will then go beyond your target audience if it will lead to more conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More.
This is a good way to promote a product without going entirely warm or entirely cold. It’s a cousin to lookalike audiences, except that the starting point is your custom audiences (lookalike audiences would exclude those groups).
This can also help solve the frequencyCalculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad. More problem if your remarketing audiences are small. Meta should push more and more outside of these groups.
I’ve done something similar to collect leads. I’ve spent over $3,000 to reach more than 175,000 people. The campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More has been running for a couple of months and the frequency is only 1.8.
Try it out and report back!
