These are some small changes that you can test for your ads that may make huge changes in the audience you reach. I also have provided a few psychological tips to keep in mind for your ads as well.

Keep in mind that in the beginning, the FB ad algorithm doesn’t like it if you have such a narrow audience – it has trouble figuring out who is going to buy your product.

Inclusion criteria:

  • Engaged Shoppers
  • (specific age range) – Don’t go overly broad. You can usually google things like “who buys consumer electronics” and you’ll find articles giving you a specific age range. So, for consumer electronics, I’d put an age range between 25 – 54 instead of the general 18 – 65+.
  • (specific gender) – No matter what the product is, it’s usually marketed better towards one gender than the other.
  • (specific income level) – For consumer electronics I need to target ppl who have money, so I usually opt to only have ppl who are in the top 25% of the US income level. You can target in the top 50, 25, 10, or 5.

Exclusion criteria:

  • Dropshipping
  • Aliexpress
  • Alibaba US & UK
  • Cheap/Deals/Coupons (i usually sell med to high ticket items so I like to exclude anyone who has an interest in anything like deals/coupons/etc)
  • Influencers on FB/Social media (Influencers are just like dropshippers – they’re trying to make money online – so they’re not going to be active buyers when they’re online)
  • Education level Masters/Doctorate/PhD/etc (ppl with high-level education are less likely to make impulse buys)

These are some of the general criteria that will work for any Niche – you will also need to come up with additional inclusion/exclusion criteria to narrow your targets down even further.

Psychological tips:

  • Days of the week are important. People don’t buy on Mondays. So for ad testing purposes, only start a campaign on a Tuesday or following day (I personally prefer Wednesday to Sunday).
  • The time of the year is important. Everyone wants to advertise around the holidays. And people spend too much during holiday times so the month after a major holiday you see ppl trying to save money and not spending. So, for example, January (After Christmas) would not be the best time to run ads.
  • In your marketing content – use images (or best VIDEOS!!!) of people using your products instead of just images of your products. Studies have proven that pics/videos of your product in action are always more converting. It can go really deep – for example, if you have a person in your picture looking towards your CTA, the target audience who sees the ad will follow his gaze and look at the CTA too, which means they are more likely to press it and go to your landing page.