When look­ing at a Face­book mar­ket­ing pie, some of the main ingre­di­ents are the bids, bud­gets, and seg­ments. Here are some tricks of the trade we recommend.

Face­book pro­vides a sug­gested bid range when adver­tis­ers upload their ads. Our rec­om­men­da­tion is to start at the low­est end of the bid range, and grad­u­ally increase if you have a more con­ser­v­a­tive bud­get. If you have a more flexible/aggressive bud­get, start at the higher end of the range, and work your way down. The logic behind this plan is that the higher ini­tial bid will give you bet­ter intent in Facebook’s algorithm.

Face­book offers two bud­get options (set on the account level): life­time and daily. Life­time is more akin to accel­er­ated on Google, while daily is sim­i­lar to the stan­dard option on Google. The life­time bud­get option will bleed through your bud­get imme­di­ately, so our rec­om­men­da­tion is to go with the daily bud­get option, so you can ensure that ads are run­ning through­out the day. Use the daily bud­get as a cap because it will all be spent by day’s end.

The real fun with Face­book is in the seg­ments, which are set on the cam­paign level. The seg­ments are essen­tially all of the likes and inter­ests, as well as demo­graphic infor­ma­tion, avail­able to tar­get. You can tar­get based on all the basics, like age, gen­der, rela­tion­ship sta­tus, inter­ested in, schools, work, etc, as well as the many likes and inter­ests avail­able. Since this pool is so large, our rec­om­men­da­tion is to start with a hand­ful (i.e., 20 – 50) of these demo­graph­ics and likes/interests you’d like to test, and then refine, refine, refine. If a par­tic­u­lar seg­ment works well for you (for exam­ple, women ages 25 – 35 inter­ested in trav­el­ing), then tar­get them with more spe­cific ads/images. If a par­tic­u­lar seg­ment con­verts poorly, feel free to cut it. The best results I’ve seen so far have been from start­ing broad and then refin­ing segments.

It’s also impor­tant to align your­self with a com­pany that can han­dle auto-splitting. Auto-splitting is auto­mat­i­cally split­ting your seg­ments so you can set unique bids on those ads. For exam­ple, if you have two ad vari­a­tions and want to tar­get both men and women between the ages of 18 – 20 who are inter­ested in hik­ing and bik­ing, through auto-splitting, you can take those two ads and actu­ally cre­ate 24 unique ads with unique bids. See below:


This not only gives you more insight, but more con­trol over your bids and per­for­mance. There will be more to come in terms of likes and inter­ests and some inter­est­ing tools our engi­neers are work­ing on, so stay tuned. For now, enjoy these insights and have fun get­ting started.

–Karen Maci­olek
Senior Account Manager