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Video Transcript

Once you’ve decided on your campaign objective, the next step is to define your target audience and campaign spending. 

You can target your ad set at a custom audience sourced from a list of customer emails or IDs, a list of visitors to your website or users of your app. Alternatively, you may target your ad by narrowing down the population of all Facebook users by the following parameters: Locations, Age, Gender, Languages and Demographics, Interests, Behaviours and Connections. How well you know your audience will have a big impact on how your campaign will perform, so take the time to research your audience ahead of launching a campaign. Facebook Audience Insights is a tool that can help you learn more about a particular audience and we‘ll take a look at it in the next video.

When it comes to allocating a campaign budget and optimizing your bid, it’s important to understand the differences between Cost per Click, Cost per Impression, and optimized Cost per Impression. With CPC bidding you’re charged each time someone takes an action on your ad by clicking it to visit your website, like, share or leave a comment. CPC bidding is great if you want to quickly gauge the effectiveness of your ad and see how many people are engaging with it.

With CPM, you pay each time your ad is shown to a member of your targeted audience. CPM bidding is a good option when the focus of your campaign is exposure. With oCPM you pay for your ad based on impressions, but Facebook uses an algorithm to get the ad in front of people who are most likely to engage with it within the targeted audience you define. This is the default bid type on this platform.