A few short targeting ideas that have been working very well for me lately. Maybe it will be helpful to others and maybe some of you have some input about the subject as well:
Example: You are selling women’s products. You target women. But what about men?
Targeting to try:
– Target men in relationship (married etc). CVR is lower (because they are most probably buying for their partner or informing their partner about the products) but so is CPC (about 70-90% lower in all my tests). Resulting ROAS is higher.
– Target men (relationship status not set). Works sometimes. I don’t know why so I won’t speculate, but there are many possible explanations.
The interesting thing with the above is that I have traditionally never bothered to target men because it made sense. I started testing in end of december and over the last 14 days women’s products ads shown to men are about 25% of my total sales from ads and at a substantially higher ROAS.
… but who knows… maybe it’s just girlfriend’s and wives that spy on their man’s FB. 😊
Similar can be applied to women’s products for women too, but honestly I’ve not seen any indication of it working well yet, so these are just unsupported ideas:
– Single women. I speculate that some products are more important to single women. (Personal experience, wifey stopped shopping after we got a kid)
– Women in relationship, products that is more important
I guess the overall idea in all of this is that behaviours and customer needs can change profoundly depending on relationship family situation.