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EPISODE 127 20 mins

Audiences and Targeting (DAY 1) ~ Pillars of a Rock Solid Facebook Ads Strategy

Posted on 23rd April 2018 , by Kunle Campbell

About the guests

Kunle Campbell

Kunle Campbell

Kunle advices and helps direct-to-consumer retail brands profitably acquire customers by through paid media, conversion optimisation and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.

Episode 1: Audiences and Targeting

On this episode, I about going to be talking about the pillars of a rock solid Facebook advertising Strategy.

  • Audiences and Targeting
  • Bidding and Budgeting in the auction
  • Creative

Before I start that I want to talk about how important it is to have a validated product.
If you have a product people want, you are using Facebook to find more people at scale that want your product.

Most other elements in Facebook advertising, support the above.

  • MJ DeMarco, author (Millionaire Fastlane/Unscripted
  • If your business stops when you stop advertising, you have a product problem #profound
  • Aim for a “productocracy” which is a product that PULLS vs PUSHES:
  • 1 new customer = 2 thru word of mouth.
  • A productocracy survives and grows without advertising.
  • If your business stops when you stop advertising, you have a product problem.
  • An ad-dependent business = PUSH.

So let us talk Audiences
When you hear about the advantages of marketing on Facebook, be it organic or Facebook advertising,
you always hear about the number of monthly active users.
Facebook has about 2.2 billion active users.

As an ecommerce brand, you are going to have to initially figure out segments within this 2.2 billion base that will make ideal potential customers.
This is where targeting comes in.

On Facebook, you have the following targeting options:

Then as your custom audience targeting matures, you can eventually use what I term the power of Facebook audience targeting: Lookalike Audiences


3:50 My Facebook advertising experience
5:34 Rock solid Facebook advertising strategy
7:15 Think back to the business fundamentals
8:24 Profound quote from Mj DeMarco
9:12 The power of Facebook in rapidly growing the word of mouth
10:30 Two ways of targeting using Facebook
12:44 Look-alike audience is a hybrid of core and custom audience
14:43 Ensure to install the pixel across your entire website
17:30 Target big audience
18:10 Engaging shoppers on Facebook


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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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