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Ad Set Planning

Ad set level is where you determine your target audience, placements, budget and bidding type. This section will cover specifically - target audience and placement options.

Lookalike-Based Audiences

After uploading current customer data to Facebook, sophisticated algorithms will match this data to user profiles on Facebook, traditionally using an email address. Once this audience is created, Facebook will find profiles similar to those of our existing customers based on a percentage of the population that you are targeting. For example, a 1% Lookalike Audience will find the profile of the 1% of the population that closest match our current customers. This option allows our Account Managers and their teams to target those potential customers similar to your current customers and target them with tailored content and images. This is another Paid Social avenue through which our clients can reach the Facebook users most likely to interact with their brand.

Interest-Based Audiences

As users, we give all our Social Media accounts a lot of information about ourselves, whether that be location, age, gender or, most importantly, our interests. As we like Facebook pages, follow celebrities and engage with content, the various Social Media channels are grouping us based on our interests and it is these interests that we can use to target users through Paid Social campaigns. Whether it be based on a certain interest or profile, we can group these interests together in our audience creation which allows us to target users who we believe most likely to interact with the ads.

Platforms

Within Facebook, Twitter, and Instagram, there are multiple platforms available to advertisers. Some of these platforms, such as Mobile and Desktop, are available across multiple channels. However, there are also some which are exclusive, such as Facebook’s Right Hand Side ads. At TMI we will not only customise ads by channel but also within the platform/device. We do this via specific messaging, creatives and targeting. For example, we use Mobile ad scheduling to target potential customers during their commute and during lunchtimes on a weekday. The corollary of this approach is to prioritise desktop devices during evenings and on weekends. This combination of scheduling and messaging will result in users being targeted at the optimal times and on the most appropriate platforms in order to generate the most productive engagement with your Brand.