Episode 23: Campaign objectives, audience targeting aur placements
Campaign objectives, audience targeting (core, custom, lookalike, broad) aur placements ka sahi chunaav.
Meta ko aap jo goal batate ho, woh wahi laakar deta hai. Bilkul ek genie ki tarah.
Likes maangoge toh likes milenge. Orders maangoge toh orders dhoondhega. Genie se soch-samajh ke maango.
6 campaign objectives
| Objective | Meta kya dhoondhega | Kab use karein |
|---|---|---|
| Awareness | Zyada logon tak sasti reach | Launch, brand recall |
| Traffic | Click karne wale log | Blog/page visits (sales nahi) |
| Engagement | Likes, video views, messages | Video viewers banana, WhatsApp chats |
| Leads | Form bharne wale / contact karne wale | Inquiries, bulk orders |
| App promotion | App install | StyleStreet ke liye nahi |
| Sales | Kharidne wale | Website/WhatsApp orders |
StyleStreet ka goal orders hai. Toh BOFU aur TOFU dono mein Sales (ya WhatsApp ke liye messages) objective.
Audience ke 4 types
Core / Saved
Location, age, gender, interests.
Jaipur, 24–38, women, “kurta”, “office wear”
Custom
Jo log pehle se aapko jaante hain.
Video viewers, website visitors, customers list
Lookalike
Aapke customers jaise naye log.
300 buyers ka 1% lookalike
Broad / Advantage+
Kam restrictions, Meta khud dhoondhe.
Sirf location + age, baaki AI
Narrow targeting vs broad
Pehle marketers bahut specific interests chunte the. Ab Meta ka system itna smart hai ki aksar broad + achha creative behtar kaam karta hai.
- Creative hi targeting hai: office kurti ka Reel apne aap working women ko attract karega
- Bahut chhoti audience = mehenga aur jaldi thak jaata hai
- Lekin location, age jaise basic limits zaroor lagao
Toh interests bilkul bekaar hain?
Nahi. Naye account mein jahan data kam hai, interests ek starting hint dete hain. Best tareeka: ek ad set interests ke saath, ek broad, aur dono test karo (Chapter 25).
Placements: ad kahan dikhe
| Placement | Khaasiyat |
|---|---|
| Instagram Reels | Vertical video, discovery, Priya ka favourite |
| Instagram Stories | Full screen, quick action |
| Instagram/Facebook Feed | Carousel, detail |
| Facebook, Audience Network, etc. | Sasta, lekin quality vary karti hai |
Advantage+ placements (automatic) se shuru karo, phir breakdown report dekho. Agar koi placement paisa kha raha hai lekin orders nahi, use hatao.
Exclusions: kisko NAHI dikhana
- TOFU ads se existing customers ko hatao
- BOFU ads se jo already order kar chuke, unhe hatao
- Location: jahan delivery nahi hoti
Exclusion se paisa sahi logon par lagta hai, aur customers ko “abhi kharido” wala ad baar-baar nahi dikhta.
StyleStreet ki real problem
“Engagement” campaign se sales ki ummeed
Neha ke purane campaigns ka objective Engagement tha. Meta ne wahi diya: likes aur comments, mostly unse jo bas like karte hain, kharidte nahi.
Audience bhi 30 interests se itni narrow thi ki sirf ~40,000 log. 2 hafte mein wahi log baar-baar ad dekh ke bore ho gaye.
Practical example: StyleStreet TOFU ad set setup
| Setting | Choice | Kyun |
|---|---|---|
| Objective | Sales (conversion: WhatsApp messages/purchases) | Goal orders hai |
| Location | Jaipur + 50 km, Jodhpur, Udaipur | 60% orders yahin se (Chapter 3) |
| Age / gender | 24–38, women | Persona Priya |
| Detailed targeting | Test A: interests; Test B: broad | Dono compare |
| Exclude | Existing customers list | Paisa bachao |
| Placements | Advantage+ (auto) | Pehle data, phir decision |
Aapka mission: Targeting plan banao
StyleStreet ke liye:
- Har funnel level ke liye sahi objective chuno aur reason likho
- Ek core audience likho (location, age, gender, 5 interests)
- 3 custom audiences likho jo StyleStreet bana sakta hai
- Ek lookalike audience ka source decide karo
- Exclusions ki list banao
- Placements ka plan: shuru mein auto, kab manual?
Quiz
-
StyleStreet ko orders chahiye. Objective?
- A. Engagement
- B. Traffic
- C. Sales
- D. Awareness
Answer dekho
Sahi jawab: C. Sales
Meta wahi dhoondhta hai jo objective mein maango.
-
“Video 50% dekhne wale” kaunsi audience hai?
- A. Core
- B. Custom
- C. Lookalike
- D. Broad
Answer dekho
Sahi jawab: B. Custom
Jo pehle se aapke content se jude hain, woh custom audience hai.
-
300 customers jaise naye log dhoondhne ke liye?
- A. Lookalike audience
- B. Exclusion
- C. Placement
- D. Interest
Answer dekho
Sahi jawab: A. Lookalike audience
Lookalike aapke best customers jaise naye logon ko dhoondhta hai.
-
TOFU ads se existing customers ko kyun exclude karein?
- A. Meta ka rule hai
- B. Unhe intro ad ki zaroorat nahi, paisa barbaad hota hai
- C. Woh block kar denge
- D. Zaroori nahi
Answer dekho
Sahi jawab: B. Unhe intro ad ki zaroorat nahi, paisa barbaad hota hai
Jo already jaanta hai, use “hello, hum StyleStreet hain” dikhana waste hai.
Client project mein output
Project file mein ab Targeting Sheet:
- Funnel-wise objectives
- Core, custom, lookalike audiences
- Interest vs broad test plan
- Exclusions list
- Placement plan
Golden rule: Genie se wahi maango jo sach mein chahiye. Objective sahi, audience saaf, aur jinhe zaroorat nahi unhe exclude.