It is not easy to run a Facebook Ads campaign that succeeds.
Many people fall for the trap of believing that it is easy to create a campaign and it will result in results. This is a costly mistake.
Today we will be discussing a less-known optimization trick: data Segmentation in Facebook Ads.
It all boils down to testing. It’s all about ABT, baby! (Always Be Testing.)
We basically go into Facebook data like a surgeon, to see what is working and not. This will allow us to increase the effectiveness of top-performing ads as well as reduce the fat.
This is the short version: Facebook Ads are not effective without this information. Let’s get to it.
What is data segmentation and why should you use it?
Although there are many definitions, they all refer to the same thing.
Data segmentation refers to the process of dividing your data into segments, so you can examine each one individually for insights.
These insights will give you valuable information that you can use for optimizing your Facebook Ads campaigns in order to increase leads, demos and purchases as well as new customers.
Instead of looking at your campaign’s performance from a top-level perspective, look at segments to determine what image creatives, text copy and positioning are needed. Your target audience is actually finding it appealing.
Data segmentation: Top two reasons you should be focusing on it
1. Reduce the fat from your campaigns
It’s more than just finding who responds to your ads. It’s about who is least engaging. Segmenting your data will allow you to identify which demographics aren’t delivering the best value for your money so you can eliminate them from your targeting strategy and allocate your budget more effectively.
2. Campaign management that works
This benefit, as boring as it may seem, is important. The more data you get from your audience, the longer your Facebook Ads campaign will be. It’s important to properly store this data in a way that makes it easy to access and find specific information. Segmenting is also crucial.
Data segmentation can help you pinpoint the type of person that you should target. This allows you to launch new campaigns, and data-backed experiments, to continually increase your ROAS (return on advertising spend) to new heights.
This will allow you to increase your leads, make more sales and ultimately, put more money in your pockets.
Let’s go on.
Different types of segmentation in Facebook Ads
Facebook Ads can be quite detailed when it comes down to segmenting your data. This is not to say that you should build custom reports. But let’s keep this actionable, not get technical geeky.
These are the main types of segmentation that we focus on for clients:
1. Segmentation by demographics
Demographic segmentation refers to the division of your audience based on factors like their age, gender, income or profession.
You might find certain age groups more likely to purchase your product. If you sell a high-end product then ads that target higher-income customers are better suited. If you are a B2B business, you might want to target specific professions. Facebook allows you to do all this through its targeting.
2. Geographic segmentation
Every campaign should include geographic segmentation, especially for local or smaller businesses.
You won’t likely want to target users all over the world. Therefore, limit your targeting to specific areas (e.g. It is important to target specific countries, states or cities.
However, hyper-specific geographic targeting has its flaws.
Your campaign’s performance will be affected if you are too specific. This is important to remember.
3. Segmentation of device and place
This is easy to understand, but you can segment your data based on which platforms/feeds/etc. To get an idea of the top-performing placements, you can see which platforms your ads appeared on. Newsfeed is often great.
4. Segmentation of text and ad creatives
You will be overwhelmed by the sheer number of things you can test.
There are many options.
Are you looking for a ad that highlights X or Y features of your product?
Advertising is best done here. Facebook’s algorithm is so sophisticated that it can optimize your ads for you.
After 50 conversions, your users will be able to start to identify the people to whom you should suggest your ads. Open targeting can be used to obtain a low CPM.
One of the most powerful levers you have these days is to A/B test your creative ads.
Next, we segmented that data to determine which experiments were successful and which failed.
5. Segmentation of targeted advertising
Interest-based targeting is more advanced than my mom (love ya mom!). This is why it is one of the most expensive CPMs that you will pay on the platform. Don’t panic.
This is a great way to target people if you are just starting out, especially if you don’t have any conversion or other valuable data.
Open targeting should be used at some point. If your data proves it works, segmentation is essential! So that you can avoid these high costs.
These different segmentation options are not all available under Facebook Ads. They only cover the most important ones.
(I don’t want to bore your with an exhaustive list so let’s focus on the data that you’ll use the most.
Segmented data can optimize Facebook ads
This is where the fun begins (if your a data-loving whackjob).
We will use logic and reasoning to determine which types of campaigns, targeting ads, offers, and so forth. Are they performing well, but more importantly, why?
The why can help you create more campaigns by inferring from the data.
Because they integrate directly into Facebook Ads, Supermetrics can help with data analysis.
To optimize campaigns for our clients, we have even created customized reports using data pulled from Facebook Ads.
Segment your ad sets
Segmentation can be used to optimize Facebook Ads campaigns. It’s important to be able to spot trends and analyze campaign performance.
Here is an example of how you can look at data.
Segment your ad creatives
Because they are the most powerful tool in your arsenal, creatives deserve special attention. Here, I would spend more time inventing new versions and testing different hypotheses.
One great ad creative can skyrocket your ad performance. This is important to remember.
What does segmentation reveal about Facebook ads?
What can segmentation tell you about Facebook ads?
It tells us the following:
Which segments are the most profitable? What types of ads do they respond to?
These may seem to be very basic information to discover, but data segmentation is a new way to do this.
Segmentation: 3 Steps to Improve Your Campaign
We’ll end this article with some practical tips to help you improve your data segmentation campaigns.
1. Supermetrics are a great way to use Google Sheets
As we mentioned, data organization is important. Supermetrics for Google Sheets allows you to easily export all your Facebook Ads campaign data into Google Sheets. You can then format the data as you like and use it to your advantage.
To analyze your Facebook Ads data in Google Sheets using Supermetrics.
Start your trial today
2. Prioritize your segments
You can also eliminate the less profitable segments entirely, which is perfectly acceptable.
Two other options are available:
You can move less profitable segments to a separate campaign. Then, you can try different ads to find what appeals to them more and make sure that they are a part of your overall budget.
It’s worth eliminating the segments that are causing you loss of money for smaller businesses without a large budget. If you have the funds to invest in them, you can make these segments profitable with the right time.
3. Hyper-targeted advertising
Finally, using all the data you have accumulated, it will be possible to create ads that are specific for each segment.
Supermetrics for Google Sheets is a great way to organize your data.
You can easily see what appeals to different audiences and create ads that appeal to them with enough data.
You can create campaigns that target specific segments and design your creatives to start running your campaigns.
This is a great way to manage your budget. You’ll need to allocate a portion of your budget for each segment based on how profitable it has been.
It’s there, data segmentation in all its entirety.
This aspect of marketing is something that most amateurs ignore because they don’t know how important it can be.
Data segmentation can give you an advantage over your competitors. If you incorporate all of the strategies and information we have discussed, you will undoubtedly outperform them.
About the author
Lewis Mudrich, the founder and chief “Idea Guy”, at KonvertLab is the B2B Ads Agency KonvertLab. They are a SaaS-based B2B ads agency that helps companies grow using LinkedIn Ads, Facebook Ads and Google Ads.