Social Archives

Captivate your audience: how do you find the right themes for your social content?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

How do you captivate your customers and prospects? How to attract their attention on social networks? How to make them want to click on your content and interact with your online store.

How to grab your audience's attention

To attract your target’s attention, it’s important to know their tastes and interests.

To get your audience to visit your e-commerce site, you need to add value. You have to teach them new things and keep them informed.

Demonstrate your expertise and become an indispensable source of information.

Create a link to get closer to your audience

Do you want to communicate with your target audience, but don’t know what to say? What content might interest them?

The first step is to put yourself in their shoes. What questions might your customers have about your products or services?
If they’re interested in what you’re selling, it’s because they like it or need it. That’s why it’s important to provide them with all the information they need.

Don’t just think about your sales and don’t be egocentric. It’s essential to look at the customer and put yourself in their shoes. If you were a customer of your company, what would you like to see? What questions do you have about your products?

To captivate your audience, the second step is to engage with them. Many companies don’t think about this, but you can do it on social networks like Facebook or Instagram.

Also send out questionnaires and surveys in your newsletter. But don’t make them too long. Keep it simple: “What content would you like to see?

These few tips will enable you to draw up an initial list of themes to address to arouse your target’s curiosity.

Analyze the analytics data in your possession

You would like to :

Evolve your e-commerce?
Capture prospects’ attention?
Tackle themes that appeal?

Often you’re not starting from scratch, but rather evolving your existing online offering and strategy. That’s why all the information you have is beneficial and worth using.

Your analytics data is a real gold mine. With the right analysis, you’ll know which pages are popular on your site, and how much time is spent on your content.

Thanks to this indication, you can identify the major themes and most-read articles, which will certainly need to be optimized or expanded.

Read comments on social networks. They can be a source of inspiration.

Join groups on Facebook and Linkedin. Consumers usually share life experiences and questions. You identify problems and present solutions to prospects.

Find inspiration through competitive intelligence

To face up to the competition, there’s nothing better than discovering the subjects they cover.

Which publications are successful? What solutions are presented? What situations give them visibility?

Your competitors have the same audience as you. So they can inspire you.

Conclusion

To captivate your audience, you can tackle any subject as long as it falls within your thematic area.

The main objective is to reach a portion of your prospects with content that informs them and can be useful, and thus build customer loyalty.

Stay in your niche so you don’t lose out on opportunities. Don’t be afraid to show your personality and be different.

Our SEA agency and Ecommerce experts are at your disposal to discuss the best strategies for your target audience.

How to build an audience on Facebook: foolproof techniques

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Over the years, Facebook has proved its worth in terms of audience development. Given the number of users per year, this social network has become a must-have. However, it’s important to make the most of it to increase your visibility and boost your e-commerce sales.

Today, it’s difficult to simply post a message and wait for users to find you.

Indeed, with the growing number of activities and Facebook’s algorithm changes, your publications can quickly become invisible and fail to reach your audience or even your fans.

How can I be visible on Facebook? What are the techniques for reaching your audience on this social network?

How to reach your target on Facebook

To succeed in being visible on Facebook, it’s important to understand how this social network works. There are 3 ways to get your posts visible:

The paying approach

This involves setting up targeted advertising campaigns and sponsoring your posts to appear on the accounts of your fans and target audiences.

The organic approach

will enable you to reach the people in your network for free, i.e. your fans, but also people who follow certain hashtags.

The viral approach

a prospect discovers your publication and your online store thanks to the action of another user. This happens especially with publications that generate buzz. Nevertheless, shares, mentions or comments can create a viral post.

However, it’s good to know or remember that the organic approach doesn’t lead to high visibility.

Depending on the format you use for your post (photo, video, link, status) you’ll only reach an average of 6% of your fans (See [a detailed Buffer study](https://buffer.com/resources/facebook-marketing-strategy on organic Facebook page strategies).

In fact, your publication runs the risk of blending into the crowd. So either create a buzz with high-quality content, or invest in targeted advertising.

How do you develop your audience on Facebook?

Be consistent: it’s essential to have content that relates to your product or service. Build a communication strategy around your publication ideas.

In this way, little by little, your e-commerce profile will become indispensable. We advise you to bet on videos. Very fashionable in recent months, they captivate and arouse the curiosity of Internet users.

Focus on quality, not quantity: it’s better to have 500 people following and interacting with you than 10,000 phantom followers.

What’s more, don’t post every day if you can’t guarantee the quality of your publication. The more irrelevant posts you make, the more Facebook will penalize you.

Filtering: when you schedule a publication, you can choose how your post is highlighted according to people’s interests and tastes.
Create a schedule so you know when to post and how many posts you’ll have every week. Do this according to your target audience’s presence on social networks.

If you publish at midday when prospects are present at 6pm, it’s not good for your online store.

Be there. Respond to comments, whether positive or negative. Don’t bury your head in the sand. You need to respond to show your transparency.
Rely on influencers in your industry. They can bring you more visibility.
If you can, invest. Pay for Facebook ads to reach your audience. Depending on your budget, make sure you’re visible on targeted profiles. Don’t forget to analyze the results to make any necessary adjustments.

Comparison with other bidding strategies such as Target CPA

Unlike Target CPA, which focuses on cost per acquisition, Target ROAS focuses on return on ad spend and conversion value. This difference is essential if you’re looking to increase revenue without increasing cost per conversion.

Important: Choosing between ROAS and CPA depends on your specific business objectives, whether to maximize sales or control costs.

Understanding the differences between these strategies enables you to choose the one that best suits your business objectives.

Conclusion

With the application of these methods, your online store can gain visibility on Facebook. However, if you want to ensure immediate visibility of your news on your networks, you’ll need to set aside a media budget and parameterize your audiences more effectively.
Our SEA agency and our SEA experts are at your disposal to implement your acquisition strategies and targeted advertising campaigns to support your efforts on your social networks.

Build engagement on your social networks: 3 strategies to adopt

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

With around two-thirds of French people (65%) using Facebook(Hootsuite, 2019), the social network is unavoidable. And to make a difference, you need to invest in this channel intelligently.

Of course, animating your Facebook page is interesting, butengaging your audience will give you more credibility. To develop engagement and win the trust of prospects, you need to involve consumers and invite them into the discussion.

How do you create commitment and win the trust of consumers?

Don’t fall into the numbers trap. 10,000 subscribers won’t do your e-commerce business any good if no one is talking to you. What’s important is that there’s a genuine discussion between your online store account and prospects.

Being on the same wavelength

To create publications that work and generate interaction, analyze your audience’s tastes and interests. In keeping with your brand image and field of activity, present content that is likely to appeal.

We need to find the right balance.

For example, if your audience likes soccer and you create a publication around rugby, it will be difficult for them to share and comment.

A publication based on their area of interest creates a discussion. Asking a question at the end of a publication encourages people to leave a comment.

What’s more, to ensure the success of an online store and develop engagement, don’t hesitate to ask prospects what they want to see.

Analyze the publications with the greatest impact to stay on this wave of engagement. Our advice is to focus on videos. It’s a type of content that arouses users’ curiosity.

Choosing the right platform

To build community engagement, you need to be present in the right place at the right time. Depending on your audience and your target audience, choose the right social network:

If you’re targeting businesses and the professional sector, it’s best to be active on Linkedin.

For 18-25 year-olds, Instagram is your best ally.
Facebook’s core audience is aged 25-45: but it remains the network with the most active members.

These social platforms should be chosen according to the type of speech and communication you want to work on.

For example, for very fast interaction, Twitter is perfect. Thanks to the ease of tweeting, this platform enables high engagement.

Being present

If you want to build engagement around your e-commerce site, regularity is your best weapon. Gradually, you’ll gain credibility and legitimacy.

Make sure your content distribution is well organized. An editorial plan is essential. It will enable you to anticipate and plan in advance the themes, types of content and publications to be disseminated.

Also read: Build your audience: foolproof techniques on Facebook

Conclusion

Our advice is to involve consumers as much as possible in order to develop engagement. Creating engaging texts makes people want to write a comment. Users will identify with what you have to say.

Guide to Facebook Ads for Ecommerce

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Increase your sales with Facebook remarketing and targeting campaigns

Ensuring your visibility on social networks is no longer an issue, but a necessity for developing your “physical” or “digital” business.

Whether you need to raise your profile, launch a new product, generate more contacts for your sales force or simply sell more, you’ll need to use one or more social platforms to communicate and achieve your goal.

In just a few years Facebook alone has gathered over 35 million users in France 2018 (Source: Journal du Net), Linkedin 16 million (Source:Blog du Moderateur), Instagram 17 million, Pinterest 7.9 million, in France alone.

Your message needs to be sent at the right time, to the right people, where they are: on social networks.

facebook ads

Develop high-performance Facebook campaigns and leverage remarketing

Our guide will help you determine qualified audiences, launch the most effective campaigns and use the subtleties of Facebook’s advertising platform. So you can be visible on Facebook, Instagram, Messenger, mobile and desktop…

Developing your visibility through Facebook campaigns is a fairly straightforward and easy objective. However, I can imagine that it’s not your main objective.

In any case, it shouldn’t be if you want to develop your sales or increase the number of qualified leads you need for your business: you’ve heard me right, your main objective is more sales-oriented than “visibility”.

So if you’re an e-merchant or a brand, this content is for you!

Facebook tools

Have you got to grips with the Facebook tools available to savvy marketers? We’ve listed the three essential tools for managing your accounts and campaigns. In the second part of this guide, we’ll take you through the steps involved in launching and optimizing your campaigns.

Facebook has made several tools available for managing your activities on their platforms; and I strongly advise you to set them up.

What tools are we talking about? You’ve probably already created a Facebook Page for your Fans, and that’s all to the good, but the tools I’m talking about that you need to create or set up are the following:

The Business Manager
The Pixel
Catalog

If the 3 elements above don’t mean anything to you, I suggest you read on, or contact us so we can work together ( Social Ads campaign solutions and management).

THE BUSINESS MANAGER :

Facebook Business Manager navigation

If you’re used to sponsoring your posts from your Business Page, you may not have used or created a Business Manager
You can go directly to business.facebook.com

The Business Manager is the advertiser’s tool for the entire Facebook marketing suite.

From the Business Manager, you can manage all your resources, including Facebook campaigns, audiences, catalogs and pixels, as well as collaborate with partners and team members.

THE FACEBOOK PIXEL

The Facebook pixel is the piece of code that lets you analyze, track and, above all, parameterize your audiences in your Business Manager. It’s the equivalent of Google’s Analytics tracking.

Thanks to it, you’ll also find new Analytics dashboards in your Business Manager.

Installing the Facebook pixel is based on the same principle as for Google Analytics. All you have to do is install it on every page of your site.

A few more parameters are certainly worth considering, especially if you’re making sales and analyzing your conversions or download forms.

Once installed, your pixel will enable you to analyze the performance of your campaigns, as well as create remarketing campaigns to ensure that your future customers see your ads.

CATALOGUE

The Facebook catalog can be found in your Business Manager. It is one of your resources for future advertising campaigns.

Catalog integration can be as simple as adding products to a Google spreadsheet, via a Marketplace or Google Shopping feed, or by connecting your e-commerce platform to the Business Manager.

We often use the Google Shopping / Merchant Center feed to integrate all our e-commerce customers’ products.

Products are often not accepted the first time, and it is essential to create automatic rules to parameterize the flow.

Import your Catalog into Facebook’s Business Manager

You can find the details of our optimizations in our article “How to go from 140,000 rejected products to 100% of accepted products in the Business Manager’s Facebook catalog”.

Phew… the Business Manager, Pixel and Catalogue are installed!

Audiences: Target qualified prospects on Facebook platforms!

Have you analyzed your audiences on Facebook or Google? Will you need your CRM data to work on your Facebook audiences and targeting? We’ll answer these questions too, and explain the important steps involved in segmenting two main types of audience to exploit in your campaigns. In the third part, we’ll recommend a number of different ad types to help you sell your products.

DISTINGUISH BETWEEN PROSPECTS AND TYPICAL CUSTOMERS

Working on your audiences is a decisive element in the management of all your Facebook, Instagram, Messenger and other social platform campaigns. Of course, this also applies to Adwords campaigns on Google and its networks (Display, Youtube, etc.).

The Audience represents your customers, your prospects! It’s a pillar of your strategy, and a distinguished performance lever if audiences are well parameterized.

To do this, we have distinguished two main categories of audience:

The “known”: who have already visited your site and interacted with different pages.

Prospects”: who have never been to your site and may not know your brand.

Close the loop of the sales cycle with your "known" Audiences

Let’s start with audiences who have a faster purchase potential and would be likely to convert better; So I’m going to talk about the “known” audiences on which we’ll launch remarketing campaigns and use dynamic ads to offer them a personalized format; In this audience category, we can segment by the type of action performed on your site:

those who have already bought
those who abandoned their basket
those who have visited a certain number of pages
those who visited specific categories
those who have consulted your tutorials or blog posts (and haven’t bought yet)
those who participated in contests or events on your Facebook page
those who follow your Facebook or Instagram page
Your former customers, older than 6 months for example
Your customers from your CRM database

Create a Custom Audience on Facebook Business Manager

To “close the loop” on your sales, we’ll start with two types of audience creation: Customer file By importing your customer data (email, surname, first name, etc.), you can create audience lists from your CRM database. Some of our customers haven’t segmented their base and can’t distinguish between a VIP customer and an old customer who needs to be relaunched with an attractive offer. Website traffic Based on your website traffic, there are many ways to segment your audience.

In any case, I’m going to suggest that you activate the most important and most effective audience in terms of conversion, since it’s a matter of relaunching Internet users who haven’t finished their order and have left the conversion tunnel without buying your product or service (arrrrggggg!! why didn’t he buy … my offer is so top !!!!!).

Audience creation for “Dropouts

Just a reminder: the “addTocart” function (= “add to cart”) requires that your Pixel be properly configured and that it identify the various interactions on your Ecommerce site:

With the “Abandonist” audience, the challenge is to close the loop in the buying cycle of your “volatile”, “indecisive” customers, always distracted by Instagram or Facebook Stories, a message on WhatsApp, an incongruous call, an email from your colleague, a text from your children… In short, life as it is… At this stage, my advice is to set up this audience now, which will bring you rapid results!

Prospecting audiences, sensitive to your offer and with the potential to buy on your site

We’re talking here about the second major audience category, your “prospects”: those who don’t yet know your brand, or who haven’t yet visited your site.

For this group of people (because yes, there are people behind an audience), you certainly need to think a little harder, and above all know your customers’ profiles well.

Although Facebook makes it easy for you to find people similar to your buyers (whom it has tracked via your Pixel), you’ll need to test and create several targeting parameters to improve the performance of your prospecting campaigns and monitor their impact on sales.

However, we’re going to start with the simplest and use a very interesting Facebook feature: audiences of “like-minded people”.
Once you have created your “Abandoner” Audience, Facebook will suggest :

Create a campaign directly with your audience
Or to find people similar to our first audience

Create audiences of “people similar to your users”.

By clicking on “find similar people” as shown above, we are redirected to an audience page.

With just a few clicks, you can create a similar audience or a “prospecting” audience:

Creating similar audiences on Facebook

With the similar audience feature, there are multiple possibilities for targeting new prospects.

Depending on the source you’ve selected (custom audience, catalog, fan of your Page, Offline Event, your CRM base) Facebook will search for people who have the same “characteristics”.

We’re getting good at it and getting closer to our goal…

Launch a Facebook remarketing campaign: Use the right formats to sell your products and customize your ads.

We’ve already seen the tools you’ll need to prepare your account, as well as setting up the audiences you want to target for your campaign. Now it’s time to choose your ad formats and launch your new remarketing campaign on Facebook and Instagram!

After you’ve spent “a little” time on all the above parameters, it’s really time to launch your campaign!

To do so, go to the “Advertising Manager” or follow Facebook’s recommendations: create a campaign as soon as the audiences are finalized.

Advertising manager in Business Manager

Three steps to creating your ad

There are three main steps before you launch your ad:

Campaign Creation
The Creation of theAdvertising Package
Advertising creation

Campaign Creation

Create a new campaign and optimize your budget and bidding strategy

1: Create your campaign
2: Select your objective (here: catalog sales)
3: Choose the payment method for your campaign.

Between 3 options:

Lowest cost
Cost ceiling
Auction limit
Target cost

Personally, I like to use the bidding limit, which is similar to Adwords management, and the target cost.

Advertising package

Once you’ve passed these initial stages, you’ll automatically move on to the next stage of “ad packages”.

In our case, we select “all products” in the product set, which corresponds to the entire catalog we’ve integrated into the Business Manager: this is your product flow.

Products & Audience

1: Select “All products”
2: Determine your audience or
2bis: Use a customized audience that you’ve prepared in advance, as here with the “Shopping Cart Abandonment” audience we created earlier in this article.

When it comes to the “Placement” of your ads, you can choose between automatic placement (recommended by Facebook) or placements of your choice: News Feed on Facebook or Instagram, only on Instagram, only on Facebook or Messenger…

Choosing your ad placement

The next step is to determine your budget.

Creating ads

When creating your ads, you’ll have access to the different formats and types of content that can be promoted.

Depending on the objective you’ve set for your campaign, the possibilities for creating content (images) will differ.

In our case, and because we’ve chosen to focus on “conversion” and “catalog sales”, we’ll have automatic access to your product images.

Ad format and product selection in “Content

1: Select “Format” Carousel, Single Image or Collection
2: Optimize all your ad content based on your catalog

For each account we will create a number of campaigns and use several formats for our customers.

You’ll find that at this stage the creative options are multiple, and you can play with your own creativity and/or images you’ve created for your other communications.

In short, you’ve got to make people want to buy, and your visual content is a decisive factor in the sale, so be professional in your visual communications! And try out different formats.

Launch your campaigns at !!!!

The results: Analyze the performance of your ads in the Facebook report and in Google Analytics

Once you’ve launched your campaigns, it’s time to track their performance and conversion indicators. In the examples above, we’ve highlighted the products in your catalog and therefore the sales on your Ecommerce site. But you can also find other indicators to analyze your campaigns and use Google Analytics to understand the impact of your Facebook campaigns on your conversion tunnel.

reports on your Facebook Business Manager

In your Business Manager, you’ll have access to a multitude of reports, but I’d like to focus on the essentials: your sales and costs.

To do this, log in to your Business Manager and go to the “Advertising account overview” :

Quick access to the performance of your Facebook advertising account

In the report below, no parameters have been optimized to adapt the view to your needs; you can change the columns, replace them or add new elements.

In our case, we lack sales data and performance.

In the image above, I’ve shown you where to change the table view. Just click on “Column” and choose the indicators you’re interested in.

Customize your report columns

The advantage of this Dashboard is that it’s concise.
And if you don’t need more detail (like campaign-by-campaign performance), the “Ad Account Overview” is just the thing.

If you need to go into more detail about your campaigns, you’ll need to go directly to the “Advertising Manager”, where you’ll find a richer, more visual overview, as well as views by Campaign, Set of ads, Ads.

Advertising Manager Report + access to your ad placements

In the reports above, I’ve gone directly to the advertising manager, in the campaign details. This allows me to quickly see and understand what generates sales and what doesn’t (if that’s what you’re aiming for).

I clicked on the tab at top right, with the graph icon: a window opens to give you more information.

Here I’ve looked at the placement of my ads between Instagram and Facebook (which in this case are chosen automatically by Facebook): a hasty conclusion would be to concentrate solely on Instagram given the more advantageous “Coverage / Purchase” ratio.

Facebook Analytics reports

Analytics reports will take your analysis even further.

The data in these reports includes all the information collected by your Pixel; if you’re used to visiting your Google Analytics account, it’s more or less the same thing…
Here’s the “Revenues” report:

Google Analytics reports

Google Analytics reports are my favorite. Certainly because I’m used to working on them, but also to see the impact of Social Networks in sales and conversions made on the site; in other words, what attribution or how much impact Social Networks had in the final sale and conversion.

In the Google Analytics “Conversion” reports below,

You’ll see that each channel (direct, natural search, social networks) contributes to your overall e-Commerce sales.
In the example below, social networks contribute 5.49% of total conversions; and 3.3% of conversions involved 2 channels (social and direct).

Impact of my Facebook campaigns on my conversions

When embarking on new campaigns or advertising channels, it’s a good idea to look at the data as a whole. The conversion path report gives you a lot of information.

Conclusion

In conclusion, I’d say that it takes time and sometimes patience to get to grips with Facebook advertising campaigns: especially when no account has yet been created (Business Manager, Pixel, advertising account), but it also takes some technical knowledge when errors or anomalies are identified by Facebook.

However, even if you don’t manage or create your own campaigns, understanding how they work will be invaluable when discussing and thinking about new levers of action with your agency, your partners or with us.

We are of course available to discuss with you the best possible actions to achieve your objectives (see our Social Ads solutions).

Yes, Facebook campaigns are powerful acquisition levers if they’re well managed.

See you soon!

Remarketing campaign: How to boost your ROI with Google Ads and Facebook Ads?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Developing the growth of an e-commerce business often depends on a number of important factors: conversion rate, traffic, average basket, prices…

Attracting a qualified audience, ensuring cross-selling and optimizing pricing and promotions will help you achieve a number of objectives. However, sales don’t happen as a result of a compulsive act or an immediate purchase on your site.

Some customers take time to think before placing an order, especially if the price is high. Indecisive prospects increase the difficulty of converting on your site. What’s more, during this time of reflection, these same consumers will be exposed to other offers for the same or similar products.

How do you make sure they don’t forget you? One strategy: remarketing campaigns via Google Ads and Facebook Ads. If you’re unfamiliar with the concept of remarketing, you’ve probably been confronted with it at least once without knowing it.

The principle is to present an advert to a user who has visited your website or interacted with your social pages (Facebook, Instagram, Linkedin pages).

It may seem intrusive, but this method pays off. How can you set up subtle remarketing campaigns via Google Ads or Facebook Ads without harassing your prospects and customers?

When and how can I use my remarketing campaigns?

Let’s take a situation you’ve probably experienced. For example, you’ve been looking for a watch or a pair of shoes on a website, and you’ve done some simple scouting on the same site.

In the days that follow, ads for watches and shoes are everywhere: on your Facebook page, Instagram, on your favorite horoscope or weather site …

What a coincidence, you ask? Well, no, it’s not chance, but a remarketing strategy implemented for the site you’ve visited.

In fact, “tracking” the people who have taken actions on your site is commonplace for Ecommerce companies wishing to maximize the ROI of their campaigns, because very often, setting up and distributing retargeting (or remarketing) campaigns is a winning strategy.

Return on investment is almost always guaranteed, because you’re addressing a “pre-qualified” audience whose conversion potential is greater than that of a new visitor.

A subtle example of a remarketing ad: Retarget a visitor who continues to search on Google, with a personalized ad in the Google Search results (Google RLSA campaigns).

Do you find this technique too intrusive? It can be, if it’s not done in the right way. With Facebook Ads and Google Ads campaigns, you can easily retarget your site visitors with different ad formats and ad formats.

What’s more, combining the two platforms will enable you to be more effective in winning over your customers and undecided audiences.

How can Remarketing optimize your conversions?

Invest in “image” and create promotional banners
Consistent advertising that reflects the image of your site (color, logo, tone, etc.). Your e-commerce site must be recognizable and attractive.
Test different ad formats! Create several ad formats to see which strategy gets the most clicks and increases your conversion rates. Don’t limit yourself to what’s working: regularly launch new campaigns.
Re-launch your site visitors; as well as anyone who has taken an action on your site (downloaded a freebie, subscribed to the newsletter…).
Apply several targeting strategies with Facebook.
You can highlight your content to people who have taken an action on your page (like, comment, share), but also target people who have taken specific actions on your site, e.g. visiting the “Rates” page.
Re-target with a promotional offer, for people who have left their basket without making a purchase.
Reduce your mailing lists to target the most recent prospects, who are most receptive to your offers.
Optimize your product and service landing pages to increase your conversion rates.
Increase your bids and don’t limit the budgets of Remarketing campaigns or ad groups.
Set up remarketing campaigns with Google Shopping.
Leverage your Facebook Catalog and Pixel with Facebook Business Manager.
Usedynamic ad formats to be as close as possible to what your prospects are looking for in Google search results.
Exclude audiences you’re not interested in: it’s sometimes a good idea to exclude web users who have recently purchased and converted on your site. Their keys can be retargeted later via emailing campaigns and become potential buyers and loyal customers.

The aim of these actions is not to be intrusive or to chase after unqualified prospects. The sole aim is to be present at the right time, and for the right amount of time.
Your brand needs to present itself as the right solution.

What are the advantages of remarketing strategies?

Although it’s difficult to harness the full power of targeting and remarketing strategies, usually because of limited budgets, the effort is well worth it, as these actions offer many advantages:

Lower acquisition costs
Build customer loyalty and propose new offers
Increase complementary sales
Increase online store visibility
Optimizing return on investment

For example, on 2O accounts in similar sectors that we manage on Google Ads, we have seen a 3.7-fold increase in the conversion rate on remarketing audiences!

Targeting qualified audiences and running remarketing campaigns shouldn’t feel like an intrusion into your prospects’ lives. This type of advertising campaign enables every e-commerce site to become unavoidable and to face up to the competition while communicating with interested consumers.

Conclusion

To help you launch your campaigns and apply effective remarketing strategies, our team of Ecommerces experts will be happy to discuss your needs with you. We’ll work with you to optimize the structure of your accounts and campaigns, to segment and parameterize your target audiences and priority profiles.

Reviewing the architecture of your accounts on Google Ads and Facebook will be a priority to manage campaigns by Audience type.
Adenlab, our SEA agency, certified Google Partner Premier and Facebook Ads, is at your service.

Find out more about audience types in our article: “Google Ads and Facebook Ads: Guarantee the success of your sponsored campaigns with targeting, remarketing and your audiences“.

Google Ads and Facebook Ads: How to ensure the success of your campaigns with Audience Settings and Remarketing

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

When developing your business and e-commerce, you want to reach the widest possible audience to ensure your company’s growth and profitability. But to convert and build loyalty, you need to be able to address the right people with the right message , and not just the general public.

In the article below, we’ll review the principles of targeting and persona, essential for formulating your strategy for acquiring new customers and prospects. We’ll focus on the different audience optimization levers we can implement on your Google and Facebook campaigns.

Contents

Personas
Creativity and the seductive message
The customer journey
Exploiting audiences and retargeting
The different types of Audiences and their interests

Audience targeting levers are extremely important in managing campaigns on search engines, the Display advertising network and social networks.

Unlike physical stores, which have a conversion rate of 55%, e-merchant sites convert between 1% and 3% of visitors. So it’s essential to attract visitors with a clear interest in your products and services.

Persona: the key to understanding your customers

To optimize your approach and ensure successful communication, it’s essential to establish one or more customer profiles. These are known as personas. This has many advantages: 1 Understand their problems and present the ideal solution 2 Identify your audience to target your Google campaigns and Facebook ads 3 Identify their habits to be present in the right place at the right time The persona study allows you to put yourself in your audience’s shoes and find the right words.

How do you create a persona?

To identify the real problems and habits of your audience, you need to think deeply. Put yourself in the shoes of your ideal customer.

List their demographic and behavioural data, consumer habits, daily problems…
One possible approach is to create a typical day: from dawn to dusk, what does your ideal customer do?

There are several sites that allow you to create personas using just a few pieces of data: SurveyMonkey, UseForge, Up Close and Persona or Personapp.

Example: Here’s my simplified persona

The process of setting up a persona is not necessarily a simple one, and can take time (brainstorming, teamwork, etc.).

On the other hand, once you’ve done it or redone it, it opens up new possibilities, new ideas for improving your offers and, of course, your acquisition campaigns.

It’s a very rich exercise that I recommend doing as a team.

See also: Building your audience on Facebook : foolproof techniques to implement

Creativity: Address your prospects with an attractive message

Convey the right message on the right medium, and maintain the high quality of your advertising.

Now that you know your customers better and want to guarantee a return on investment from your campaigns, you need to convey the right message on the right medium, and keep the quality of your advertising (image, video, content, text) at a high level.

In fact, targeting and persona work won’t be enough if the quality of the ads and advertising creatives isn’t up to scratch.

Nielsen Catalina Research study: 47% of ROI is attributed to the quality of advertising creative

Nielsen Catalina Research study

The quality of the images and the message is still a major factor in attracting new customers. What resonance will the ad have after it has been seen?
The Nielson study is clear: 47% of ROI is attributed to the quality of the creative.

With the right design, we can ensure optimal distribution on the various channels: search engines, Display, social networks ….

The customer journey and the purchasing decision

Towards an ever more complex customer journey

Consumer behavior has evolved in recent years, and has become increasingly complex.

10 years ago, a customer’s path to purchase was still relatively straightforward, but today there are many more interaction points before a purchase or conversion on your site.

You need to be seen in the right place, at the right time, with the right message.

This means delivering your ads across multiple formats and channels, and paying particular attention to performance, budget allocation and sales/conversion attribution analysis.

**See also: Dynamic campaigns and catalog distribution on Facebook

Customer journey “Before” :

Shopping on an e-commerce site

Today’s customer journey:

Today, the purchasing process is more complex

In fact, the evolution of cell phones and the number of screens per household are multiplying the points of contact with your customers.

“With nearly 5 billion mobile users worldwide, 6 screens per household
in France, and more than half of all searches carried out on Google in France and worldwide from a smartphone, the points of contact between consumers and brands have multiplied.”
Roland Duffau, Google

To better understand this evolution, Google and Facebook, as well as agencies like Adenlab, have invested heavily in Machine Learning (AI) technologies.

These learning algorithms enable marketers to make the most of the signals of intent left by Internet users as they navigate the web.

How to leverage audiences and retargeting (or remarketing) with Google Ads campaigns?

The different types of audiences offered by Google enable you to reach individuals along their decision-making paths.

Whether for traffic prediction, virtual assistants, fraud detection… Machine Learning is at the heart of Google Ads or Facebook Ads tools.

The use of Machine Learning algorithms today makes it possible to simplify complex tasks and focus on business objectives, define qualified audiences, and then let the algorithms determine who to engage as relevant prospects.

Below, we’ll illustrate the different types of audiences offered by Google, which enable us to reach individuals along their decision-making paths.

Use an audience-based approach in your Google Ads accounts

In recent years, one of the major challenges for Google Ads has been to break down the silos between ad formats and audiences:

In the past, when we wanted to target an audience with high purchase intent, we preferred the Google Shopping format (and sometimes the text format).

Today, with the right Audience settings, when we target “buyers”, we use Google Shopping, Text Ads, but above all what’s changing is that we also use the Display Network and YouTube!

In terms of targeting, Google Ads technology has clearly evolved, making it possible to use many more formats and distribution channels to achieve your growth and ROI objectives.

What are the main types of Audiences and how can they be used in your targeting strategy?

We leave “traces” everywhere on the web (and anonymously). Every day, we emit signals that are stored (thanks to cookies), analyzed and interpreted;
This makes it possible to understand and categorize behavior and people into different audiences.

Read more: Google Analytics secrets: Integrating specialized e-commerce audience lists

These audience categories can be used to manage campaigns on Google Ads or Facebook Ads. They enable us to target and prioritize a certain type of person according to our campaign objectives.

Ex: If our goal is to gain more visibility for my brand, I’ll target a demographic audience and an affinity audience.

Illustration of audience typologies in relation to your conversion funnel

Audience demographics

Generally used to target (or exclude) a large audience, they can be used to promote your company by segmenting users according to age, gender, income, profession or family composition (married or not, children…).

Example in Google Ads of a demographic audience selection: here Parental status

Here’s an example in Google Ads of demographic audience selection, by parental status.

Affinity Audiences and Personalized Affinity Audiences

These audiences will enable us to target an audience that is close to your buyers and has been identified as having a real interest in your products and services; in fact, it’s their lifestyle, habits and interests that are analyzed.

Custom affinity audiences will allow you to combine additional parameters in Google Ads, such as keywords to target, Urls and site content, the types of places your prospects frequent, and the applications they’re likely to use.

Example of audience selection by buying behavior

Example of a center of interest

Life event

These audiences allow us to target people who are going through occasional events in their lives, such as weddings, births, but also moves…

Its audiences have multiple needs.
If we take the example of a birth, I can assure you that Google searches for “strollers”, “cribs”, “do I make a good father” will be regular searches. Definitely worth implementing!

Market audiences

With market audiences, you target people who are actively looking for your products and seriously considering buying them.

This is an audience you must activate in your campaigns, as it’s generally more ROI-intensive and even closer to the profile of your current customers and buyers.

Similar audiences

As the name suggests, similar audiences target people whose behavior is very similar to that of your existing customers;

These audience lists are updated in real time! And your ads will be shown to people who have something in common with your ideal customers and prospects.

Selection of audiences similar/similar to your regular site traffic

Retargeting (or remarketing) audiences

Re-targeting “known” audiences who have come to your site is often a winning strategy, and doesn’t require too much budgetary effort.

In fact, the people who have come to your site already have a relatively strong intention to buy, and above all, they know you.

However, not every visitor to your site has the same value: you need to segment and distinguish between visitors who have left without doing anything, and those who have abandoned their purchasing process and are therefore much more likely to convert on your site.

Audience Customer Match

To target and exclude this audience, you first need to import your e-mail database into Google Ads.

This audience will also be very useful for creating similar audiences.

Conclusion

These audience typologies are much the same for Facebook ads. As a result, a wide range of approaches can be devised to develop your sales:

Target by interests
Your competitor’s fans or your fans’ friends
Age groups, professions, Facebook activities, geographical locations…
Family status (children, couple, married): useful for advertising events such as Mother’s Day, Father’s Day or Valentine’s Day.

However, before taking the plunge, we recommend an observation phase on Google Ads and Google Analytics.

Over a relatively short period of time (depending on the traffic of your campaigns) you can identify the audiences that best meet your objectives. This observation phase will enable you to refine your segmentations and subsequently optimize your visibility and budget allocation.

Don’t hesitate to consult us for your acquisition strategies and the implementation of audience strategies on Google and Facebook.
Our SEA Agency, certified Google Partner Premier and Facebook Ads, applies different methods and uses various automation tools to develop the accounts of E-Commerce customers.

We specialize in high-volume projects and work on catalogs with a large number of references.

Youtube: An advertising channel for Ecommerces?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Google launched its Shopping ads on YouTube a few years ago. And just a few weeks ago the Shopping ads were extended:

1. In the Youtube news feed
2. To YouTube search results

This is becoming increasingly interesting for ecommerce advertisers, who will have more options and more space to promote their products via a Shopping feed!

Youtube and videos: sales vectors!

Why is YouTube, in particular, so important for Ecommerces? Well, according to Google**, “nearly two-thirds of shoppers say online video gave them ideas and inspiration for their purchase”, and of those, “90% say they discovered new products and brands via YouTube”.

** Inspire shoppers with Gift Ideas: Check list by Google

ROI strategies for e-commerce are essential, and controlling the cost of acquiring a new customer is often the key to success. This is why “Product” formats and the use of shopping feeds for acquisition campaigns are often the most suitable.

With its new options, Google offers merchants an additional lever.
Coupled with an appropriate audience strategy, and a bidding strategy consistent with the merchant’s objectives, the format is worth testing!

It’s an option for reaching consumers when and where they’re most likely to “webvitrine”;).

Please note that this is not Retargeting, as the display of Shopping ads depends on the user’s searches and interests.
In the example above, a user doing video searches on this or that shoe or on running could be exposed to ads. And it’s the Puma brand whose ads are displayed

What other advertising formats on Youtube are suitable for Ecommerces?

Bumper YouTube Ads

Bumper Ads are short, unstoppable ads lasting up to six seconds. They appear before, during or after the video selected by the user.
These ads appear on YouTube videos or on Google’s partner sites and applications.
Bumper Ads are an interesting lever for boosting brand awareness and increasing visibility among qualified audiences. It’s a good idea to use them in conjunction with Trueview and other Google campaigns.

Youtube campaign: Trueview

As the name suggests (“True” – “View” => VraieVue), these are videos that are (really;) viewed in their entirety (or almost: more than 30 seconds of viewing).
Today, this format seems to be the least “risky” for Youtube, since you only pay when videos are viewed for more than 30 seconds, or if the viewer clicks on the ad. What’s more, you’re not charged for unintentional views.

This format can be found with:
Instream ads => shown before, during or after videos on YouTube
Video Discovery ads => shown on pages where users discover content, such as the YouTube search results page.

Google offers a number of interactive features to make the most of the Trueview format, depending on your objectives: (more details about interactive video ads on the official Google page)

Trueview for Shopping

You can also showcase products from your product feed alongside TrueView ads on YouTube. It’s a great way to use video content to enhance your YouTube marketing strategy and increase sales.

These purchase ads enable YouTube advertisers to offer products directly in partner videos.

How do True View ads for shopping work?

It’s easy to set up: just connect your Google Ads account to the merchant center and choose the products you want to relay to the video.

This format is particularly effective for cosmetics brands, but also for other ecommerce players.

Objective
Maximize the profitability of media campaigns by promoting engagement with products and services

The Plus

there’s no need to create individual ads for each product.
click on the product to be redirected directly to the product sheet
a pleasant user experience that translates into a higher interaction rate

Conclusion

If you’re not sure that your potential customers might be on Youtube, here are a few statistics that will encourage you to work on this increasingly important platform for advertisers and e-tailers:

Figures for YouTube in France:June 2019 (June 2019, source Youtube Festival, newsletter): 46 million users per month in France.
3rd most visited site according to Alexa, youtube.com accounts for between 3% and 4% of global page views
More than half of all views are on mobile devices
Thanks to YouTube, 8 out of 10 French people know everything there is to know about the sport they love.
75% of French people say they use YouTube to learn about subjects that interest them.
37.5 million French people visit YouTube every month, representing 81% of the connected population.
In France, 66% of Bumper campaigns measured generated a 14% increase in brand awareness.

Contact us

Of course, our team is always ready to discuss possible strategies for your site and e-commmerce.
Our SEA Agency is here to help you!
Don’t hesitate to give us a call at +33183819060 or send us an e-mail at contact@adenab.com.

See you soon

Facebook campaign: towards automatic campaign budget allocation

Posted on June 11, 2025August 27, 2025 by Adenlab Adenlab

If you’re using Facebook’s Business Manager to manage your sponsored campaigns, you’ve set your budgets when creating your campaigns.

In the image below, you can see that in step 3, you can select “optimize campaign budget”.

Well, this option will become mandatory for all your campaigns in February.

Creating a Facebook campaign

Why optimize your campaign budget?

Campaign budget optimization allows you to allocate your spend in the most effective way to achieve the best results, and to ensure that the cost of those results matches your bidding strategy and campaign objectives.

It’s a way of automatically distributing your campaign budget across all your ads and guaranteeing optimal results.

This feature automatically seeks to allocate your budgets in order to seize the best opportunities for results.
The idea is to automatically determine which advertisement will obtain the best results, and to present it more often than others.

Historically, you could choose between: – automatic budget optimization – and manual budget distribution (at ads group level)
The diagram below shows the 2 budget distribution modes offered by Facebook’s Business Manager.

Campaign budget allocation options

From now on, manual budget allocation will no longer be an option. Automatic budget distribution will be the rule.

What actions need to be taken to make the most of campaign budget optimization?

With Facebook’s automation and machine learning, you need to prepare and organize your campaigns for learning those same campaigns.

Facebook says “to avoid inefficient spending, it’s important not to interrupt and then manually restart your ad sets”.

In fact, Facebook’s algorithms are enriched by the behavior of your targets and the history of your results.
It is therefore essential that your objectives are clear and that your audiences and targeting are consistent.

Here's what you need to review

Campaigns that contain different conversion points of unequal value should be segmented into different campaigns.
An example would be to have one group optimize for Add to Cart and another for Optimize Shopping. The system will favor the add-to-cart ad group because it naturally gets more “conversions”. This distorts your results.
Don’t mix retargeting ads with prospecting ads (whose targeting is higher up and in the middle of your conversion funnel) as this tends to send mixed signals to the algorithm.
If you’re geo-targeting with specific objectives or budgets by geo-targeting, you’ll need to segment your campaigns according to geo-targeting in order to fully control these elements.
Think about the personas and audiences you want to target when creating your campaigns. Gather your top audiences into a single campaign and allocate a significant budget to it. If you want to test new audiences: create a separate campaign.

Don’t hesitate to consult our Facebook campaign creation guide, to take you through the steps involved in launching your campaigns.
We remain available to discuss with you if you need advice or need to delegate your social and SEA campaigns.

See you soon;)

15 ways to reduce your cost per click in Google and Facebook ads

Posted on June 10, 2025August 27, 2025 by Adenlab Adenlab

As anecommerce business, with all the changes in the marketing ecosystem over the last year, you’ve certainly had to rethink your priorities in terms of return on advertising investment.

And while many metrics have an impact on ROI, let’s first take a look at cost-per-click (CPC), which has an impact on your Google Ads spend and campaigns.

How to reduce the cost per click (CPC) of Google Search ads

Google Search is the starting point for all digital advertisers in developing their online presence. Yet the cost of running Google Search ads is still disconcerting to many.

What is the average CPC for Google Search ads in 2021?

Over the past four years, the average CPC for Google Search ads has varied between $2.39 and $2.69 in the USA. This average is slightly higher for the legal and government sectors. Wordstream data shows an average CPC of $2.39, but if you exclude the legal sector from the list, the average CPC is $1.72.

Google search ad CPC history:
– 2018: $2.69 (between $1.16 and $6.75)
– 2019: $2.41 (between $1.30 and $6.35)
– April 2020: $2.76 (between $0.82 and $10.96)
– June 2020: $2.39 (between $0.21 and $15.82)

Although search ads have been around the longest in the world of digital advertising, people still feel like they’re struggling to lower their CPCs. So here are three tips for saving money:

1. Choose your keywords wisely, and don’t settle for the cheapest one!

Keyword research is a given when it comes to Google search, but it’s not just a matter of discarding the most expensive keywords on average. Our advice: don’t ignore a keyword because of its price, but choose it according to the volume and types of search queries you want to attract.

For example, if your most profitable keyword is also your most expensive, you can’t afford not to bid on it. But you can reduce your keyword list to save on other expenses while you’re bidding on this high-converting keyword.

Or, a more expensive keyword may have a higher average search volume, which can translate into more clicks on your website – increasing your expected CTR. This improves your quality score, enabling you to get more clicks for less money in the long term.

In short, you can always choose your keywords based on cost. But make sure you also consider the volume and intent behind those keywords. A good mix of low-cost and high-paying keywords will enable you to get the lowest CPC possible without sacrificing the quality or quantity of conversions.

2. Improve your ads and landing pages to increase your quality score

Remember that bidding is only half the battle when it comes to paying for a click in an auction. For example, an advertiser with a low bid but high quality score may still win the auction and be more likely to get a click at a lower cost (this is a case where quality score is important).

Google is willing to make this compromise, because it wants to make as much money as possible from paid search ads without sacrificing the user experience. So Google will accept an offer that results in a cheaper click if it means the ad will be more useful to the surfer (in other words, a higher quality score).

In addition to the expected click-through rate, your keyword quality score also takes into account the relevance of the ad and the landing page experience. So try to devote time to regularly updating your ads and including new, relevant keywords.

You can also take a look at Google’s suggestions from the platform’s ad editing section to see where your current ad strength lies and what you can improve.

When it comes to your landing pages, make sure your main keywords appear on the page, just as you would with your ad text.

3. Try the Research Partner Network

Google’s Search Partner Network allows your ads to be displayed on any other search-enabled site in the Google family.

Historically, clicks from search partners were cheaper, because they were less competitive. You can choose to include your campaign and measure results against the Google SERP at any time, which is an excellent way to test the cheapest clicks.

How can I reduce the cost per click (CPC) of Google Display ads?

Google Display ads behave differently from Google Search ads, which makes estimating costs a little more confusing. To help you out, here’s the latest data on Google Display:

What is the average CPC for Google Display ads in 2021?

Over the past four years, the average CPC for Google Display ads has fallen. According to Wordstream, it has dropped from $0.66 to $0.41. And if you take out the Occasions and Gifts sectors, the cost-per-click (CPC) is even lower, dropping to $0.34.

Historical display CPCs:
– 2017: $0.67
– 2018: $0.63 (ranging from $1.16 to $6.75)
– 2019: $0.59 (ranging from $0.60 to $0.81)
– April 2020: $0.41 (ranging from $0.28 to $1.01)

Reducing CPCs for Google Display ads is not a common goal, as they’re often just a few cents per click. Even so, you need to look at your advertising efforts holistically to see where you can save money to offset areas that are worth investing more in.

Here are a few ideas for further reducing your display CPCs, so that you can devote these expenses to potentially more expensive and higher-value keywords in search.

4. Exploit exclusions

Since Display ads can be displayed by default across the Display Network, it’s important to use exclusions to avoid spending on more expensive, irrelevant clicks.

There are the normal exclusions available for all campaign types that you can also apply to Display, such as locations.

In addition to the basic essentials, such as locations, here are some Display-specific exclusions you’ll also want to check:

– Subjects: Are there any types of pages with content related to subjects that wouldn’t be suitable for your Display ad?

– Audiences: Are there additional audiences you don’t want to target? For example, your customers or remarketing audiences.

– Placements : Do you want to display your advertising on all types of websites or applications?

You can easily update and manage display exclusions with Google’s dynamic exclusion lists.

5. Reassess your bids

The amount you’re willing to pay per click correlates with the amount the platform is willing to accept. If competition and other factors help you determine the bid amount for your Display ad groups (manual bidding is only defined at ad group level on Display), you can also try reducing your maximum CPC bid to attract only the clicks that match your budget.

However, if you’re using an automated bidding strategy, you can’t always make this specific call (unless you adjust the strategy’s objective, maximum or target).

Your best bet is to A/B test the bidding strategies that seem most effective.

6. Test your audience targeting with A/B testing

As well as testing different ways of bidding to get the lowest possible bid, you can also apply several audiences to your Display campaign and compare which ones get the lowest CPCs. The approach is similar to that used to select keywords for a search campaign.

The most profitable audience doesn’t necessarily have the lowest CPC. However, it’s best to try out several audiences to see which one makes you the most money, or to have a healthy balance between a high-paying audience and a low-cost one.

How can I reduce the cost per click (CPC) of Google Shopping ads?

Google Shopping campaigns can be tricky to get to grips with, because their infrastructure is different from the one you’re used to for search or display.

What is the average CPC for Google Shopping ads in 2021?

According to Wordstream’s most recent data, the average CPC for Google Shopping ads is $0.58, with a range from $0.17 to $1.55.

Google Shopping CPC history:
– 2019: $0.66 (ranging from $0.34 to $1.09)
– April 2020: $0.66 (ranging from $0.29 to $1.07)
– June 2020: $0.58 (ranging from $0.17 to $1.55)

Reducing the CPC of Google Shopping campaigns takes time and patience! Here are a few ways you can get a head start now to achieve lower CPC results over the long term:

7. Create negative keyword lists including a few competitors

Since you can’t choose your keywords in Google Shopping campaigns, a healthy negative keyword list is at the heart of any successful Shopping campaign.

But how can you optimize this list for CPC?

We know that stronger competition on the SERPs can drive up CPC prices. It may therefore be a good idea to eliminate the names of big-brand competitors that you feel don’t match your company’s products on the SERPs, especially if you’re a brand that’s not yet well known.

This way, you’re on an equal footing and not paying for more expensive clicks because you’re appearing next to big brand products.

8. Try the “priority” structure for auctions

It’s advisable to prioritize the structure of your Shopping campaign according to the type of traffic your products are targeting. This way, you’ll be able to distribute your bids to save on your overall CPC.

For example, competition for generic searches is higher, and this audience is more likely to be at the top of your conversion funnel.

If you don’t want to waste your high bids on searches that have a low probability of conversion, but still try to capture this audience, there’s a solution: the priority bid campaign structure.

It takes risks on CPC, but helps your campaigns evolve.

9. Optimize your product flow attributes

Google associates your products with searches based on your product feed. If your attributes are inadequate, you’re more likely to waste your CPC on irrelevant clicks.

If you feel that your CPC is high, take a step back and examine your product flow. Are all attributes correct for each product?
Can you modify the attributes of your products to better match the intent of your ideal researcher?

By answering these questions and manually optimizing your Google Shopping product feed, you’ll help Google match your product ads to the best possible searches to maximize the value of every click you get.

How to reduce the cost per click (CPC) of Facebook ads?

Facebook ads are totally different from Google ads, as they can’t be displayed within a search box. So you need to optimize them not only for display when someone is browsing Facebook apps (including Facebook, Messenger and Whatsapp), but also to get the cheapest click possible.

What is the average CPC for Facebook ads in 2021?

For all campaign objectives combined, the average CPC for Facebook ads is $0.97, with a range from $0.25 (catalog sales) to $3.30 (brand awareness).

Although it’s not as simple as choosing the cheapest keyword, Facebook’s advertising platform allows you to make interesting changes to reduce CPC:

10. Perform A/B tests on your advertising copy

One of the easiest ways to optimize clicks on Facebook is to try changing the text of your Facebook ad.

You’d be surprised how two different ads within the same ad set can generate completely different average CPCs.

This is because Facebook’s machine learning classifies your ad before deciding when, where and how often to show it.

If Facebook determines that the text and images in your ad won’t drive any actions, you’ll pay more for the click of that ad.

To perform an A/B test on your Facebook ads, try swapping images, CTA buttons or text to improve the CPC of your Facebook ad.

11. Choose your campaign objective wisely

Choosing the wrong objective can be a costly mistake when it comes to Facebook advertising.

Indeed, the objective of your Facebook campaign determines how your ad will be delivered. As with Google’s automated bidding strategies, certain objectives can result in a higher CPC, as they prioritize other actions.

For example, a campaign objective optimized for conversions may appear at times when the CPC is higher because you’re more likely to convert.

It’s best to try out a campaign objective that best matches your final objective, and if you’re not sure, split your campaigns to test two objectives simultaneously!

12. Try ad programming

Ad scheduling is a cost-saving feature that you can apply to the ad sets in your Facebook campaigns.

Although this feature is only available if you’ve set a lifetime budget, you can use ad scheduling as a way of controlling your overall Facebook costs and even your CPC, as you decide when your ads are shown.

So, if you notice that you’ve attracted irrelevant clicks that drive up your CPC, but don’t convert, you can think about when your audience will most appreciate your ad.

If you’re a bar owner and your Facebook ads run at breakfast time or outside opening hours, you run the risk of increasing your CPC on wasted clicks!

How to reduce the cost per click (CPC) of Instagram ads?

Under the umbrella of the Facebook platform, Instagram ads live within another social media that can be tricky to untangle when it comes to your CPC.

What is the average CPC for Instagram ads in 2021?

Instagram’s average CPC is $1.23 for all campaign objectives, with a range of $0.20 (traffic)-$7.00 (lead generation).

What is the average CPC for Instagram ads in 2021?

Instagram’s average CPC is $1.23 for all campaign objectives, with a range of $0.20 (traffic)-$7.00 (lead generation).

The current CPC of your Instagram ad is not an end in itself, don’t forget! But you can still work towards a lower CPC with the following optimizations:

13. Customize placements

If you’re running ads only on Instagram from Facebook’s platform, then you already know that you can customize your placements.

However, even within Instagram placements, there are multiple ways to display: on stories, news feeds, and more.

Make sure you select the Instagram placements that best suit your type of advertising.

14. Be selective in your targeting

With such a saturated platform, it’s vital to be selective about who your ad is shown to. To save yourself a high CPC on Instagram, don’t cast a wide net.

With so many audience options to choose from, don’t be afraid to be selective by age, location and interests when configuring your ad set.

15. Focus on engagement

Once you’ve set up your ad set for specific targeting and placement, focus on the ad content that will drive engagement.

When your ads generate actions such as comments, likes and shares, Instagram’s algorithm will rank you higher.

Your ads will also be more likely to generate conversions and growth, as they will capture your audience’s attention.

For starters, try an Instagram video ad to engage your audience in the comments.

In conclusion

To reduce your CPC in Google search ads:

– Choose your keywords wisely (and not just on the basis of cost)
– Improve your ads and landing pages to obtain the best Quality Score
– Try out the network of search partners

To reduce your CPC in Google Display ads:
– Take advantage of exclusions
– Reassess your bids
– A/B test your audience targeting

To reduce your CPC in Google Shopping ads:
– Create negative keyword lists that include competitors
– Try the “priority” bidding structure.
– Optimize product feed attributes

To reduce your CPC in Facebook ads:
– Run A/B tests on your ad text.
– Choose your campaign objectives wisely
– Try ad scheduling

To reduce the CPC of Instagram ads:
– Customize placements
– Be selective in targeting
– Focus on engagement

Would you like us to help youoptimize your Google, Facebook or Instagramcampaigns? Contact us, our teams of online advertising experts will be delighted to help you with a specific topic or provide you with long-term support.

How do you create high-performance Facebook audiences?

Posted on June 10, 2025August 27, 2025 by Adenlab Adenlab

Creating Facebook audiences to optimize facebook ads campaigns isn’t rocket science, but with the almost infinite possibilities of targeting options available, it can get complex.

To succeed in your advertising campaigns, promote your products and get a good ROI on Facebook (return on your advertising spend), you need to focus your budget so that only relevant, qualified audiences see your ads. So how do you find the right audiences on Facebook, whatever your sector and type of activity?

In this article we will explain :

– How targeting works on Facebook
– How to optimize your ad sets for success
– And how to use Facebook Business Suite to learn more about your prospects

Here we go!

Introduction to audience targeting on Facebook

Typically, someone typing “buy fine point pens” into Google is looking for particularly fine writing utensils.

But on Facebook, while an incredible range of information can be harnessed to create hyper-granular audiences, the intentional component is generally not present.

Facebook doesn’t offer keyword targeting. You need to define an audience that is sensitive to your products, to which you want to deliver your ads. It’s a complete paradigm shift from Google Ads campaigns.

That’s not to say that Facebook advertising isn’t useful. Quite the contrary. It’s a source of opportunity for all advertisers, B2C and B2B alike.

Facebook lets you attract audiences and people interested in your products or services, and nurture them with dynamic, engaging content, from initial exposure to the day you can close a deal.

Of course, to be effective, you need to have a thorough knowledge of who you’re targeting and, above all, how you’re targeting them.

It’s all about striking a balance between broad and specific audiences, effectively transforming your Facebook advertising efforts into a self-sustaining marketing funnel.

Promote your brand and products with broad Facebook targeting

Targeting large audiences with Facebook ads is the best solution for new campaigns, brand awareness and data collection.

Extended targeting gives Facebook a great deal of power. You have to trust it to algorithmically determine which subsets of humanity might be suitable for your product or service.

Although it can be scary to cast a wide net, this approach can help you find potential customers you’d otherwise never have suspected existed. You can also use the data you glean from targeting a broad audience to formulate more specific audiences down theconversion funnel.

Broad targeting, followed by a search in Facebook Business Suite and your reports will give you a better picture of the Facebook users who interact with your ads in a positive way.

Using overlapping demographic and psycho-graphic characteristics, you can match new, optimized core audiences with targeted ad creatives to drive more conversions.

Broad Facebook audience targeting in action

Let’s imagine you’re selling high-quality hats to people living in the USA. They’re woven from the silkiest alpaca yarn. They come with a small leather patch featuring your logo. They retail for $59.

You’re looking to take your Urban / Hipster clothing brand to the next level.
It’s time to start spreading the word, and there’s no better way to do it than through advertising and your Facebook campaigns.

Now, it would make no sense to target people of all ages all over France…

Facebook geographic audience

geographic audience selection

Now, a few words of caution.

You’re not going to be satisfied with this targeting in perpetuity. The aim is to use it to inform certain more targeted audiences to whom you’ll advertise with attractive, specific creations.

Think of this broad targeting as Facebook’s equivalent of the Display Network or a well-placed billboard.

By combining this information-gathering and brand-building strategy with more sales-oriented targeting down the funnel, you can create a steady stream of leads for your business.

It shouldn’t take up a large part of your overall advertising budget, but by allocating a percentage of your Facebook spend to large audiences like this, your business can benefit from the intelligence of Facebook’s advertising algorithm.

Who should target a large audience on Facebook? Everyone!

Broader targeting will expose your brand to new prospects: people who would never have heard of you otherwise.

That said, your advertising and your offer will need to align with the lack of intent of your extended audiences. Your goal here isn’t to sell a hat or close a deal the same day: it’s to gain visibility and fill your funnel.

From there, you can create new personalized audiences, steering Facebook users towards a purchase as you learn more about their characteristics, wants and needs.

While you’re likely to get higher engagement using broad targeting (simply because of the number of people you’ll reach), the majority of your Facebook advertising budget should be allocated to targeted audiences that will have real business value.

Speaking of which…

Prerequisites for Effective Use of Target ROAS

Targeting specific audiences with Facebook ads is the best way to achieve profitable conversions.

In fact, by targeting specific audiences, you give Facebook a strict set of parameters to deliver your advertising package to a subset of users potentially interested in your offer and products.

Here are some of the ways you can define these more specific audiences:

– Make a list of the professional positions your customers tend to occupy, associate it with an affinity for the products you’ll be selling, e.g. Food or Cultural, then overlay it with specific locations.

– Leverage personalized audiences based on actions carried out on your website, such as newsletter subscriptions, time spent on your site or, of course, those who add to their shopping cart.

– Create a 1% audience by using your most profitable customers as your core audience.

These methods (and an infinite combination of other specific targeting methods) can help you skip a few steps between the moment a prospect says “hmm, that sounds good” and the moment they enter their credit card number to buy your product.

By drastically reducing the number of people in each audience, you can tailor your creative to the characteristics and actions of a group of prospects you’ve created, improving your chances of success.

Of course, you also significantly reduce your ability to reach large swathes of the Facebook user audience.

That’s why it’s important to combine broad and specific audiences, using the former to channel new prospects to the latter.

Specific audience targeting on Facebook in action

As you already know, there are countless ways to define an audience on Facebook.

The term “specific” does not explicitly refer to the use of personalized or “lookalike” audiences, but rather to a well-defined set of Facebook users.

Basically, anything that maximizes audience targeting can be defined as “specific” audience targeting.

The three main ways to achieve this are :

targeting by level
personalized audiences
similar audiences

1- Targeting by level

Facebook lets you overlay a myriad of targeting options to create new granular audiences.

The advantage of this method is obvious: you can tailor and personalize your advertising to the characteristics of small, overlapping audiences to show your prospects how your product or service meets a specific need.

For example, if you’re selling home insurance, you’ll want to target people who have recently bought a house.

But more specifically, you can use the tiered audience to create variations in the audience of new homeowners based on characteristics such as house type (apartment, townhouse, house with garden), property value and household composition.

This Crédit Agricole ad, for example, would be perfect for people who have just bought a house, but completely useless for apartment dwellers who wouldn’t recognize themselves in the advertising image.

By dividing recent home buyers into segments using tiered targeting, you can deliver completely different ads to the 20-year-old couple buying a one-bedroom apartment in Paris, the family of five in the South-West, and the recent divorcee with a seaside apartment in Cannes.

Producing creatives that are specific and personalized to your personas can be an excellent way of increasing conversions in the middle of your sales funnel.

2- Customized audiences

Custom audiences allow you to target Facebook users based on the following:

– Your customer file (the e-mail addresses you upload)

– Your website traffic (provided the Facebook pixel is present on your site)

– Application activity (pretend it doesn’t exist)

– Engagement (explicit action on Facebook or Instagram)

Of the four possible sources for personalized audiences, the most valuable are, without doubt, customer files and website traffic.

Note that personalized audiences are often the smallest audiences you can create on Facebook.

This makes it difficult for Facebook to distribute your creations unless they reach supreme levels of engagement, as reflected in the relevance scores of your Facebook ads.

The “client” component of customer file audiences is not essential: you can download any list of e-mail addresses and reach Facebook users whose e-mail address identifiers match.

Use these personalized audiences to upsell to existing customers, offer a product demonstration to people who have downloaded specific content: the possibilities are endless.

Ditto for personalized audiences generated from your website’s traffic, use Google Analytics to determine which pages people tend to visit, make sure the Facebook pixel is on those pages, create an audience and serve ads that expand on the content prospects have viewed.

3- Similar audiences

Facebook Similar Audiences are the icing on the cake of Facebook advertising.

While personalized audiences are generally limited – since you have to upload a list or supply users based on actions taken on the application site – similar audiences are simply aggregated users whose characteristics mirror those of a selected source audience.

The degree of correspondence can be modified (1% representing a near-facsimile and 10% a second cousin).

Create an audience similar to your site’s buyers

The “source” audience for your lookalikes can be any Facebook audience you’ve already created;

To maximize their value, however, you should use converters, based on the Facebook Pixel, or customer e-mail addresses.

In the example above, the source is the buyers, identified by the pixel.

Create an audience similar to your site’s buyers

The “source” audience for your lookalikes can be any Facebook audience you’ve already created;

To maximize their value, however, you should use converters, based on the Facebook Pixel, or customer e-mail addresses.

In the example above, the source is the buyers, identified by the pixel.

There’s no point in creating a lookalike of people who, having seen an ad as a member of one of your larger audiences, haven’t interacted with it, or interacted negatively.

In brief

– Similar audiences are one of the most effective ways to get immediate value from Facebook ads.
– Tiered audiences are a great way to take advantage of Facebook’s inherent intelligence without spending a lot of money.
– Finally, personalized audiences are the ideal way to activate mid- and lower-level audiences in your Facebook advertising strategy.

Now that you know the differences between broad and specific targeting of Facebook audiences, here are three tips to help you use them more effectively.

Tip 1: Reach (and act on) statistical significance as soon as possible.

Statistical significance refers to the point at which you have accumulated enough data to make an informed decision about performance. It’s essential for both broad and specific audiences, but for very different reasons.

With extended audiences, you need to determine and act quickly on statistical significance to avoid wasting ad spend on whole swathes of tangibly interested Facebook users.

This is where Facebook Business Suite can really become an invaluable tool in your arsenal.

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Specific audience targeting on Facebook in action

The three main ways to achieve this are :

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