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Segmentation and remarketing in social networks: how to do it successfully?

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Segmentation and remarketing in social networks: how to do it successfully?

The social network advertising offers many tools to easily create our ads. Within them, we have endless segmentation options to reach exactly the audience we are looking for … so many, that sometimes it can be difficult to know which is the best for us to achieve our objectives. For this reason, today we are going to see which are the social ad segmentation options that are best for us within an inbound strategy or a general digital marketing strategy and how to configure the segmentation of our ads on the main social networks. Do you want to improve your advertising campaigns on Facebook and Instagram ? Enter here and see the free course that will help you achieve better results for your brand or company. Segmentation and remarketing in social networks how to do it successfully Netherlands B2B Contact List in social ads and inbound marketing Advertising on social networks can play a very prominent role within an inbound strategy . Normally, we think of inbound as a methodology that is based on attracting users organically, instead of “fetching them” with advertising. But when we want to start a campaign, advertising on social networks can help us achieve quick results and gradually generate an audience for our channels that we can take advantage of organically later on.


Social media ads can support the different phases of the conversion funnel : BOFU or discovery phase: in this phase we can test a segmentation of social ads based on interests, which help us locate users who are aligned with our brand and make ourselves known.

MOFU or consideration phase : at this time, the user has already discovered us and is considering different options, including our brand. It is a good time to do remarketing campaigns and offer more in-depth content, for example, a webinar.

TOFU phase: the closest to the purchase . We can use the remarketing options of advertising on social networks to launch direct sales campaigns, placing emphasis on prices and looking for users to go directly to the landing to finalize the registration.

Segmentation in social ads: Facebook and Instagram Facebook and Instagram share the same social media advertising platform, so let’s discuss them together. We have four main options for creating audiences: custom audience, lookalike audience, saved audience, and special ad audience.

In this tutorial you will learn how to segment in Facebook & Instagram Ads in an intelligent way. Custom audiences
Personalized audiences or custom audiences seek to re-impact users and are made from different sources of their own and from Facebook :

Website: visits to your website or to any of its specific pages, collected from the Facebook pixel. You can apply different periods of data collection, for example 30 or 60 days.

Activity in the application: users who have interacted with your app.

Customer list: this option allows you to upload information from your own database to Facebook to segment your ads.

Offline activity: to collect users from offline interactions.

Video: reproductions of a video that we have uploaded to Facebook. This type of audience is very interesting to do remarketing, knowing that the audience already knows us and has shown interest in our messages.

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Lead form: to build audiences from a previous Facebook campaign.

Instant experience: users who have interacted with your instant experiences.

Shopping: very interesting for brands that have an ecommerce. We install a pixel to track different types of events and see in which step of the process a customer stays and then we do Netherlands Business Email List to remind them of the products that have interested them.

Instagram account: users who follow or interact with our Instagram account.

Events: interactions with the events that we have published.

Facebook page: users who follow or interact with our Facebook page.

Facebook posts: users who have interacted with one of your specific Facebook posts.

Facebook-Ads-Personalized-Audience Segmentation and remarketing in social networks how to do it successfully Similar audiences Similar audiences help you reach audiences related to your original audience and who do not know you yet , so that you can make your brand known among users potentially interested in it. You can create them from your own custom audiences and choose one or more locations (city, region or country). To create a lookalike audience, the first thing you need to do is choose an origin. Then, you will have to indicate the size of the audience, from the 1% of users most similar to your original audience to 10%. As you expand your audience size, you will be able to reach more people, but the original parameters will be less and less met. Therefore, we recommend not to exceed 5%. You can also try creating multiple audiences with different sizes, for example 1%, 3%, and 5%. Facebook-Ads-Audience-Similar Segmentation and remarketing in social networks how to do it successfully Saved audiences Saved audiences allow you to save your commonly used targeting options for easy reuse . You can choose demographic, interest, and behavior data and save it for later use with new ads. The saved audience is chosen within the ad group. You can mix existing audiences with demographics to further fine-tune your targeting. You can also select exclusion criteria, for example, to exclude users who are already on your customer list and thus not continue to send them advertising about a product they have already purchased.

Facebook-Ads-Audience-saved Segmentation and remarketing in social networks how to do it successfully Hearing of special announcements These types of audiences are used in very specific sectors and that have certain additional limitations, for example, political, social, NGO or financial services campaigns. Therefore, they have certain limitations depending on the advertisement and the sector. This option exists because Facebook limits certain options based on the theme of the ads, for example, if your ad deals with banking topics, you cannot use similar audiences. Segmentation may be reduced and you may not be able to use some parameters to comply with all Facebook policies. Facebook-Ads-Audience-ad-special Segmentation and remarketing in social networks how to do it successfully

Segmentation in social ads: Twitter Many of the strategies and options that we have discussed for Facebook are common on other platforms. In the case of Twitter Ads , we start from the selection of objectives . For inbound marketing campaigns, usually the one that will interest us the most will be the clicks on the website. Keep in mind that Twitter does not have conversion goals or lead generation, so we will have to adapt our segmentation strategies in social ads. If you have an app, the download and interaction goals can also be very interesting. Twitter-campaign-objectives Segmentation and remarketing in social networks how to do it successfully Segmentation works quite similar to Facebook. These are the most interesting segmentation options: Segmentation by personalized audience , uploading your own lists for remarketing or installing a pixel that tracks visits to your entire website or to a specific page. Segmentation by demographic data : age, gender, location, language … Regarding the language, we often recommend leaving it blank, since it can make you eliminate, for example, Spanish users who live in Spain but have the social network configured in English. Device segmentation . It must be taken into account in campaigns to promote applications, for example, if your app is only available for iOS or Android. You can also segment by specific models.

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Segmentation by interests . Here we can use very interesting options that are not on Facebook, such as keywords or segmentation by users similar to the followers of an account. For example, you can include users similar to the followers of your competitors’ accounts. You can also include interests related to current affairs movies, programs or series, to take advantage of the conversation that takes place on this network around news news. Twitter-audiences Segmentation and remarketing in social networks how to do it successfully Segmentation in social ads: LinkedIn LinkedIn is the professional network par excellence, so if you work in the B2B sector, it is a very good idea to do your advertising campaigns on social networks here. Compared to other more dynamic or more leisure-based networks, LinkedIn Ads costs per click and conversion are more expensive. In return, it is a very qualitative network, with highly elaborate professional profiles . This allows for more careful and higher quality campaigns and to convert the clicks generated into sales. As in the rest of social networks, the first thing you have to do to segment is to install a pixel to collect all the data from your website. Thus, you can impact users who have visited a specific landing and offer them more content of interest. This helps you with lead nurturing to bring them closer to the purchase decision and encourage them to communicate directly with your company. To get the pixel, go to your campaign manager and go to the account from where you want to launch the campaign. Go to the “Account Resources” menu and click on “Insight Tag.” LinkedIn will give you a code that you will have to copy and paste on all the pages of your website.

When creating your LinkedIn ad campaign, you can segment from scratch based on platform data or upload your own custom audiences . In the “Matched audiences” section, you can click on “Create audience” and you will see the types of audience that you can create, for example, by uploading lists of companies or contacts, using your website as a source or creating a similar audience from a personalized audience. Linkedin-Ads-Matched-Audiences Segmentation and remarketing in social networks how to do it successfully As in Facebook, we have the option of segmenting the users who have seen a specific video and we can choose the minimum percentage of video they have seen. If you focus your audience on the people who have seen your video to the end or almost, you will be targeting users who have already shown their interest in your brand and your messages. When you have already created custom or similar audiences, you can include them in the ” Resegmentation ” section. You also have an option to create an audience from scratch , with people who don’t know you yet but who fit very well with the customer profile you are looking for based on data such as company, position, work experience or interests. In this section, LinkedIn offers many detailed segmentation options at a professional level, which makes it a very interesting remarketing option in social ads despite its higher costs. Linkedin-Ads-Targeting Segmentation and remarketing in social networks how to do it successfully

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Segmentation in social ads: Tik Tok To this day, Tik Tok offers a limited selection of lenses , although it is very likely that they will be expanded in the future. The ones that interest us the most for inbound marketing are traffic, conversions and lead generation. To start targeting our Tik Tok Ads , we will install the Tik Tok pixel on our app or website. You can create more than one pixel and you can install them directly with code or through third-party tools, such as Google’s Tag Manager. To create audiences , we have to go to the library and select ” Audiences “. We have the option of creating a custom or similar audience. TikTok-Ads-Audiences Segmentation and remarketing in social networks how to do it successfully You can create a personalized audience by uploading your database, from the users who interact with your publications and your ads or from the data collected by the pixel. Keep in mind that there is a limitation when importing audiences from your database, since Tik Tok will ask us for the mobile advertising acceptance code . If you collect the data directly from your mobile application, this code is usually saved, so you could use this audience freely. When you have created your custom audiences, you can use the remarketing option to reach your potential audience, who already know you. You can also use the new audiences option to reach similar audiences that you have created or directly segment by demographics and interests and behavior.

TikTok-Ads-Targeting Segmentation and remarketing in social networks how to do it successfully

In short, as in other networks, you have three types of audiences to be able to segment: personalized, similar and created from scratch from the data of the social network itself. You can play to combine all these possibilities with each other or even try strategies with different audiences for different ad groups.

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