Master All the Facebook Ad Formats
Get to know the different types of Facebook ads and learn about when and how to use them to get the best results across your Facebook ad campaigns.
If you want to set up effective campaigns that get results, AdRoll is here to support you. Before you launch your campaign you need to first decide who you want to target. The scope of your campaign can be either general or specific.
To create effective campaigns, you have to think about the customer journey. Your customer journey is the path that visitors take to move from discovery (first visit) to customer (conversion).
A general campaign applies to a broad audience at a number of different stages, while a specific campaign focuses on moving users from one specific stage to another.
Your ability to focus your campaign depends on website traffic. If your total audience size is between 1,000 - 10,000 monthly unique visitors (MUV), keep the scope of your campaign more general. We recommend running specific campaigns only if you have 10,000 or more MUV.
General campaigns increase interest and intent across your whole audience. These campaigns tend to have a wider reach than campaigns with more specific goals. However, if you have the recommended audience size and want to drive a specific action, focus your campaign on reaching people most relevant to your specific goal. These campaigns tend to reach fewer people than general campaigns.
You can specify a goal for your campaign which AdRoll will use to automatically optimize your bids which impressions we prioritize and how aggressively we bid on each.
A goal could be to maximize the total number of Conversions, Clicks, or Impressions. Alternatively, you can set a specific cost-per-acquisition (CPA), cost-per-click (CPC), or cost-per-1,000-impressions (CPM) target. Learn more about bid strategies
Tips to increase reach
Tips to optimize for a specific goal
However, excluding customers who have completed a purchase isn't always the right move. If your goal is to increase customer loyalty, you can target people who have already completed a purchase. For example, create messaging to offer a discount on their next purchase.
Learn more about how to build effective campaigns. Get started and drive growth for your business and request a demo today.
Last updated on August 17th, 2022.