¶ Playground Facebook
In this article, you will learn how to generate new audience cohorts for Facebook using TAI Playground.
Finding the right audiences for your Facebook campaigns can be a complex and time-consuming process. TAI Playground streamlines audience discovery by offering intelligent data analysis and personalized recommendations. TAI Playground uncovers new audience segments by analyzing your campaign history alongside audience insights generated using custom audiences. TAI Playground leverages AI to understand user interests and behaviours, suggesting both direct and lateral cohorts. This simplifies audience targeting, saving you data analysis efforts while ensuring seamless integration of refined audience segments directly into your Facebook Ad sets.
Here’s a video tutorial for How to configure TAI playground.
Before we begin:
-
You must have an AI group created using the Pixis AI Plugin.
¶ How to navigate to TAI Playground?
To access TAI Playground, simply navigate to the Pixis platform and select the TAI Playground option from the menu.
¶ AI initiation
To begin receiving audience recommendations, first select the AI Group for which you wish to receive recommendations and provide your brand details. This enables the TAI Playground to analyze your campaigns. Utilizing this historical data, your inputs, and Facebook's custom audiences, Pixis AI will suggest new audience cohorts, including lookalikes and interest-based targets, tailored to your campaign requirements.
In the AI initiation stage, you have to configure the following:
-
AI Group: Choose the AI group for which you wish to find interest based cohorts while it also aligns with your campaign objectives. For example, selecting "AI Group A" may prioritize reach, while "AI Group B" may focus on conversion optimisation.
-
Platform: Specify the platform where your ads will be displayed, such as Facebook.
-
Brand Website: Select the URL of your brand's website to provide context for audience recommendations.
-
Target Country: Select the country or countries where you intend to target your ads. For instance, choose "United States" to target audiences located in the US.
-
Target Regions (Optional): If desired, narrow down your audience by selecting specific regions within the target country. For example, you can choose to target only certain states within the US.
After filling in the given parameters, you can click “Run” to begin AI Initiation, then click “Continue” to start the Calibration step.
¶ Calibration
During the calibration stage, TAI Playground fine-tunes its recommendations based on historical campaign data and user preferences. This iterative process ensures the generated audience targeting suggestions align with your specific campaign goals and objectives.
The calibration stage has the following two configurations based on which you can generate new audience cohorts:
-
Interest-Based: This will generate audience cohorts based on Interest keywords and custom audiences.
-
Explore/Exploit
-
Custom Audiences
-
-
Ideal Customer Persona (ICP): Generate interest keywords most relevant to your customer personas.
Note: If you choose ICP during calibration, you will see a different view in keyword tuning. The keyword configuration process is different from the interest-based option.
¶ Interest-Based
Facebook's interest-based targeting allows you to display your ads to people who have demonstrated interests relevant to your products or services. The TAI Playground system helps you refine and expand your interest-based targeting with the following features:
-
Explore/Exploit
-
Custom Audiences
¶ Explore/Exploit
There are two different approaches: Explore or Exploit. You can choose which option you want to provide more weightage to, moving the slider close to explore, exploit, or keep it neutral. By default, the recommended configuration is to keep the slider at 50 for a balanced mix of audience discovery and optimization.
Explore Mode
This setting prioritizes discovering entirely new audience segments that might be interested in your brand. It delves deeper into the broader user base, potentially revealing untapped markets with high conversion potential. For example, when launching new products or brand awareness campaigns, this option is very useful.
Exploit Mode
This setting concentrates on refining your existing audience targeting. It analyzes data from your past campaigns and competitor insights to identify similar audience segments with a high likelihood of success. You can enable this option to maximize existing audience data for better performance.
¶ Custom Audiences
You can generate relevant lookalike cohorts based on custom audiences, which are fetched from your ad account. To generate high-quality, high-confidence cohorts, select custom audiences with larger audience sizes. These segments, or cohorts, are constructed based on similarities and semantic connections from Meta.
While selecting custom audiences, you have the following two categories:
-
Recommended Audiences: These are already synced with the system.
-
Other Audiences: These need to be synced first.
Note: You can do this in the sandbox section under TAI. Go to the Facebook Ads, where you will find the granular insights sync tab. Here, you can sync the audience to be populated under Recommended Audiences.
There are 3 main types of cohorts that are generated:
-
Direct Cohorts: These target audiences are directly associated with your brand or industry, facilitating website traffic generation.
-
Example:
-
Brand: A company selling organic skincare products.
-
Direct Cohort: People who have shown interest in organic skincare and natural beauty products or have visited competitor websites in the same industry.
-
-
-
Insights Direct Cohorts: Targeting based on the interests of your past customers, aligned with your brand's persona.
-
Example:
-
Brand: A fitness apparel company.
-
Insights Direct Cohort: People who have purchased workout gear and are interested in fitness influencers, healthy eating, and exercise routines.
-
-
-
Insights Lateral Cohorts: Targeting derived from the interests of your previous customer base, though not directly related to your brand.
-
Example:
-
Brand: A tech gadget store.
-
Insights Lateral Cohort: People who have previously bought tech gadgets and also show interest in sci-fi movies, comic books, or gaming.
-
-
Note: This data custom audience cohort list is updated every month, ensuring that the information remains current. For example, if you want to find interests similar to those associated with purchases from the last six months, the system facilitates this by providing granular insights and relevant interest-based cohorts.
¶ Ideal Customer Persona
Choose ICP to generate the Ideal customer personas most relevant to your brand. It analyzes your campaign’s historical performance and explores new opportunities. The option will allow you to define your target customer with two options:
Explore/Exploit: This is a default feature for both Interest-based and ICP.
What are you looking for?: You have the freedom to directly describe your ideal customer. For instance, you might input a statement like "I want to target young mothers interested in baby care products."
Once you have configured the calibration options, you can click on Run, then Continue to start the Keyword Tuning process.
¶ Keyword tuning
The keyword tuning feature in TAI Playground allows you to adjust intermediate keyword outputs, which serve as seed data for the Targeting AI models. This functionality enables you to fine-tune your audience targeting by selecting specific keywords relevant to your brand, products, or industry. By inputting relevant keywords, you can optimize audience recommendations, ensuring the system captures the interests and behaviors of your target audience with greater precision.
The keyword tuning will suggest the following types of keywords:
-
Brand: Targets users actively searching for your brand name, its variations, or closely related terms.
-
Generic: Targets users interested in topics, products, or services related to your brand offerings and industry, even if they don't directly search for your brand name.
-
Lateral: Keywords that are not directly related to your brand and industry.
-
Custom Keywords: Expands upon a set of custom keywords you provide, suggesting related terms based on search trends and traffic patterns relevant to your offerings.
¶ Advanced Settings
Country-Specific Targeting
This option targets only traffic from the selected country or region, excluding others. Toggling this will allow you to restrict your audience targeting to a specific country or region within a country.
Special Ad Category
This will enable you to target specific user groups based on Facebook's pre-defined categories (e.g., housing, employment, credit, social issues, elections). These categories might have additional limitations or requirements when creating Facebook ad campaigns. You can toggle these options if they’re enabled in your Facebook campaigns.
Based on the chosen settings, once you click on Generate Keywords, the tool generates some seed audience cohorts for you to configure in the next step, Keyword Explorer.
¶ Keyword Tuning for ICP
An Ideal Customer Persona is a detailed representation of a business's perfect customer, helping tailor products, marketing, and customer experience to meet their specific needs and preferences. In Persona Tuner, you can edit suggested personas customized to you. It consists following TAI suggests you ICPs with the following details:
-
Age and Gender
-
Interest Keywords
-
Demographics
-
Behaviour
¶ Adding Keywords
You can add keywords to tailor the audience generation for your ICPs. Enter your keywords and click 'Add' to expand the list the system uses for targeting.
¶ Audience Visualiser
The Audience Visualizer tool provides you users with a visual representation of their your target audience segments, making it easier to understand and analyse audience demographics, interests, and behaviours. Through intuitive visualization, you can gain valuable insights into their audience composition and make informed decisions on merging, editing, launching cohorts.
¶ Audience Cohorts
In TAI Playground, each audience cohort represents a distinct group of users on Facebook who share a specific set of interest keywords. These common interests define the unifying theme of each cohort.
Note: The audience cohorts that you save will be visible in Audience Manager.
¶ View & Edit Cohorts
You can view the interests added to the cohort audiences generated by TAI. These interest cohorts will show you audience size and Relevance score.
¶ Generate More Cohorts
You can generate additional audience cohorts to explore more recommendations by clicking the "Generate More" button at the bottom of the Audiences list.
¶ Merge Chorts
The Merge button allows you to merge two existing cohorts into a more precise audience segment. This helps create highly customised audiences by combining cohorts that have complementary features. By merging audiences of two cohorts, you can reach a wider pool of potential customers. You can also maximise the relevance of your audience, which can help improve ad performance.
¶ Edit cohorts audience generated based on ICP
You can fine-tune the audience cohorts generated based on your Ideal Customer Profile (ICP). You have granular control to update the following details of the audience cohorts:
-
Potential audience size
-
Relevance score
-
Age
-
Gender
-
Interests keywords
-
Demographics
-
Behaviour keywords
¶ Review and Publish Audiences
After analyzing your data, TAI Playground recommends various cohorts that include audience segments based on interests. Here, you can review details for each Cohort, such as:
-
Estimated Reach: The potential number of Facebook users that fit the criteria.
-
Interests: User interests and behaviours relevant to the segment.
-
Relevance score: This score reflects how well your ad resonates with your target audience and is a crucial factor in campaign performance.
¶ How to Publish Audiences
Follow these steps to publish the cohorts.
-
Select the Cohorts: Choose the specific cohorts you want to launch under your Facebook campaign(s).
-
Click on Review and Publish Audiences
-
Select Reference Ad Set: A pre-existing Facebook ad set used as a template for creating new ad sets with your published TAI Playground audiences. TAI Playground duplicates most settings from the reference ad set, streamlining the campaign setup process.
-
Select Publishing Type: Select Publishing Type or Add to New Campaign
-
Add to Existing Campaign: Integrate your cohorts into a campaign you've already set up on Facebook Ads.
-
Create New Campaign: Start a fresh Facebook Ad campaign designed around these specific cohorts.
-
-
Add Ad Set Budget: Determine how much of your advertising budget to dedicate to this specific ad set you are about to launch.
-
Click on Publish: By clicking publish, you can launch the ad set with chosen cohorts and budget settings for your Facebook campaign.
¶ Configure New Ad Set
You can create a new ad set with the selected audience cohorts. This offers your flexibility in establishing targeting parameters and budgets, precisely tailored to the selected audience cohorts generated within the TAI Playground platform.
Once you’ve published your audience cohorts, you can view them on your Facebook Ads Manager.