Are your Facebook and Instagram ads underperforming and underdelivering quality leads? You might have a targeting problem. Finding your ideal audience can feel like trying to catch a rare fish in the Pacific Ocean. Luckily, you don’t have to comb the social media seas to find the right people.
By combining the power of Meta‘s business platform with Zapier’s Facebook Conversions (for Business admins) integration, you can run more efficient campaigns, lower your ad spend, and get the results you want.
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Jump ahead:
Use broad targeting strategically
You might believe that narrowing your target audience is always the best approach, but broad targeting can uncover new-to-you audiences who are more likely to convert. You might even find more affordable ad placements because you’re not competing in a highly specific audience segment.
You can try broad targeting with Meta’s built-in AI tool Advantage+ audience, which analyzes your past ad performance data to find a wider audience to target.
Of course, you don’t want to waste time (and ad spend) targeting the wrong people. You can create an automated workflow in Zapier (called a Zap) to automatically send lead events in real time as prospects swoop in. That way, you can send the latest performance data to Meta and improve its broad targeting recommendations.
To get started with a Zap template—what we call our pre-made workflows—just click on the button. It only takes a few minutes to set up. You can read more about setting up Zaps here.
Use lookalike audiences to find more of what you want
A lookalike audience is a targeting tool that helps you deliver ads to new people who share similar characteristics with your existing customers. For example, let’s say you want to drive more website visits. You might create a lookalike audience for engaged site visitors and then target that audience in an ad campaign.
Lookalike audiences can help expand your ad audience and reach the right people, potentially leading to higher-quality conversions. If you’re already using Meta’s custom audiences, you can create a lookalike audience from an existing list.
The faster approach? Automate the audience creation process with Zapier’s Facebook Custom Audiences integration. Use these Zaps to update existing lists with new and updated customer info.
Use your offline data to find more high-quality leads
High-quality leads don’t have to come at a premium price. Instead, you can use Zapier to connect your customer relationship management (CRM) data to Meta, which will use that offline conversion data to improve your targeting and attribution.
Here’s how it works: Create a new Meta instant form campaign. Make sure you select Conversion leads as the performance goal. Then, create a Zap that sends new or updated CRM contacts to Facebook Conversions (for Business admins).
Here are a few Zap templates to get started:
You can also send purchases and other down-funnel events to improve your ad performance. Cariuma, an ethically sourced footwear brand, used Zapier to automatically send new orders as purchase events to Facebook Conversions—and doubled sales in the last year.
Send store orders, booked calls, and other funnel events to Meta with the Zaps below:
Combine strategy and automation for better results
Connect Facebook Conversions (for Business admins) with Zapier to get more out of these targeting strategies, from analyzing your broad targeting experiments to managing your lookalike audiences. With a little automation, you can run more effective campaigns, and squeeze more ROI from your ad spend.
This was a guest post by Jawondolyn Bandstra, a marketing manager at Meta. Want to see your work on the Zapier blog? Read our guidelines, and get in touch.
