Reach Your Commerce Messaging Audience

Select your c-commerce audience

When you build a c-commerce campaign with Facebook, you can create three different kinds of audiences:

Flip the cards below to see more.

Reach audiences at the awareness stage

Target your ads to:

  • Demographic groups
  • Lookalike audiences with a broad reach and a high-percentage lookalike audiences (LAL) setting

Optimize your campaign with:

  • Messages objective with click to message (CTM) for replies optimization
  • Reach objective for reach optimization
  • Video views objective for ThruPlay optimization

Success metrics and KPI’s:

  • Replies
  • Reach
  • Video views

Reach audiences at the consideration stage

Target your ads to:

  • Demographic groups or detailed audiences using audience expansion
  • Lookalike audiences with a medium reach and mid-percentage LAL setting

Optimize your campaign with:

  • Messages objective (CTM) for replies optimization
  • Leads optimization

Success metrics and KPI’s:

  • Replies
  • Leads

Reach audiences at the conversion stage

Target your ads to:

  • Lookalike audiences with a narrower reach and a small-percentage LAL setting
  • Core Audiences using dynamic ads that click to Messenger

Optimize your campaign with:

  • Messages objective (CTM) for replies optimization
  • Catalog sales objective for conversion optimization

Success metrics and KPI’s:

  • Replies
  • On-Facebook purchases
  • Off-Facebook purchases (for example website or in-store)

Reach audiences at the re-engagement stage

Target your ads to:

Custom Audiences using dynamic ads that click to Messenger

Optimize your campaign with:

  • Messages objective (sponsored messages) for replies optimization
  • Catalog sales objective for conversion optimization

Success metrics and KPI’s:

  • Replies
  • On-Facebook purchases
  • Off-Facebook purchases (for example website or in-store)

Knowledge check

Key takeaways

  • There are three kinds of audiences to consider for a c-commerce campaign with Facebook:

    • Use Core Audiences to set broad demographic parameters.
    • Use Custom Audiences to reach people who have already engaged with your brand.

    • Use lookalike audiences to reach people who are similar to your best customers.

  • Each stage of the funnel presents new opportunities to reach current and potential customers.

Keep learning

Check out these courses and articles to learn more about the Facebook family of apps and services.

Leave a Reply

Your email address will not be published. Required fields are marked *