The Secret To High Performing Audiences

All eComm businesses want to know the answer to this… 

What’s the secret to finding the best-performing audiences in Facebook & Instagram? 

The answer is of course… testing until you find the best ones! 

I have always told my expert team to create audience themes based on the personas they are targeting. 

For instance, one theme might be ‘fitness and self-care’ and another might be ‘home decor and art’.  

You can then run some budget against each theme to reach statistical significance and see which the winning audience is in terms of Return on Ad Spend (ROAS). 

The only problem with this strategy is that maybe, just maybe, lumping them all together might work well too! 

The hypothesis being that by grouping different interest audiences together in an ad-set, we might lower ad costs, broaden the audience and produce better results as opposed to ad-sets running a single-themed interest audience.

So we tested both approaches! Here’s what we found…

The results of the grouped audiences were worse than the ungrouped ad sets across November and December 2021. 

The click-through rate (CTR) was lower, ROAS was lower and  the cost per impressions (CPM) was lower (this is a positive sign). 

But the Average Conversion Rate (CVR) on landing page views was more or less the same for both grouped and ungrouped ad sets. 

So to wrap it all up, my original advice to my team still holds true. 

Don’t group random audiences together. 

Only group audiences that are more or less similar to one another. 

That’s your tip of the week!

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