Hey Neil, it really depends on your business and how precisely you have defined your buyer personas. Create multiple targeting layers with “Narrow Audience” option, exclude some interests, or run audience A/B tests.

Very informative topic. By the way with regards to Audience, you said “For cold audience (TOFU) the recommended size is 500K-1MM” my question is how do we narrow down audiences if it’s millions?

Thanks in advance.

Hey Bernard, the Engagement objective is designed to get more people to see and engage with your Facebook post or page. So you don’t have any option to enter your landing page URL while using this objective.

I heard somewhere that your AD account can be banned if you running affiliate offer to your landing page using “Engagement” rather than “Conversion”.

I wonder how Facebook can tell ? After its all Advertising… ?

To define this audience, you should have a custom audience built in advance based on “Visitors by time spent Top 25%”.

Only after that audience is generated and has a decent size, you can go ahead and build your lookalike audience based on that custom audience with 3% audience size.

Please, let me know if you have more clarification or other questions.

Hi Vladyslav, so happy the guide was helpful and thanks for the questions.

1. You can build an audience around your competitor by just searching for the brand name among Facebook’s interests. Of course, not all brands are included in the interests, but you’ll be able to find a couple of big names. The audience usually consists of people who have expressed an interest in or like pages related to your competitor.

2. I use “narrow audience” within detailed targeting, combining them with AND operator.

Awesome blog post!! Bring the most value to the world and serves its purpose.
The only thing I stumbled upon and cannot understand for now is this:
Ad set 1 – Competitor 1+ Wide Interest 1

1) How do you create an audience around your competitor?
2) How do you combine those two audiences: competitor + the interest?

Could you explain, please?

Hi Kawaii, so glad the guide helped you.

I think the issue is that you have grouped the audiences of different sizes and different types. To ensure success on CBO, one of the rules is to group audiences of the same size and type into the same CBO.
So as you see in my example lookalike audiences are all 3% while Purchaser, Add to Cart and Top 25% Website Custom Audience are of similar type – all three are high value audiences for my business.