Important Note: While you can apply custom targeting criteria to your Facebook/Instagram Ad Sets, it is actually recommended to use AS FEW custom targeting criteria as possible.
With that, we only suggest applying the following criteria and ignoring other options such as interest or topic targeting:
Location (Inclusion and Exclusion)
For ecommerce merchants, Facebook and Instagram campaigns follow the Dynamic Product Ad formatting.
When setting up campaigns using our app, we will automate the ideal structure for these campaigns right out of the box.
When creating a campaign, our app will automate three key audiences or segments for your campaigns:
Prospecting: Your general audience, targets a general population of people on Facebook who are most likely to buy from you
Look-Alike: Only available when you have enough history from your Facebook Pixel - our app will continue to try and build this audience automatically over time as your Pixel collects enough data. Targets a percentage of potential shoppers that do not fall within your primary audience - but who may closely match your general target
Retargeting: Ads in this set will only be delivered to previous store visitors after they have left your website and returned to Facebook. This could include visitors, previous buyers, and even cart abandoners.
What do ads look like on Facebook?
Dynamic Ads on Facebook are capable of displaying either single product images or a carousel style of images. The products displayed are automated using Facebook Machine Learning algorithms to ensure the most relative products are displayed to the proper audience:
What do ads look like on Instagram?
Because Instagram is a mobile-bound shopping experience, the ads displayed are geared towards that type of engagement. Typically only a single image format is displayed: