Targeting Older Audience Segments?

If you are targeting older audience segments (+35yo) –> This is what you are looking for 🎯

Today I am sharing a real data case with one of my clients.

In this case, our core audience was men over 35. After setting up the initial campaigns in Meta, I started experimenting with the creatives as I usually do.

We had all kind of angles and concepts (UGC, static banners and motion videos) within the same ad group because we had not more budget to create separate testing ad groups. However, by analyzing the engagement metrics of our videos, we identified the key elements that resonated with our core audience. I primarily rely on the following metrics to evaluate the performance of creatives::

-CPA
-CPI
-Outbound CTR
-Hook Rate
-Hold Rate
-Install Rate
-IPM
-CVR from Install to Target Action

With these metrics, you can easily determine which creatives perform best and why—whether it’s a strong hook, high engagement, or strong retention. From there, you can refine and scale by producing iterations that contain the elements that you believe led to that good performance.

After running one of the campaigns for a week, we clearly saw which elements worked best for our target audience so we focused on producing more iterations with these elements.

On March 20th as you can see in the picture, we found the game changer. The needle in the haystack. The winning creative 🫡

We saw how all the spending went into that creative while we kept spending in Feeds (where our core audience is) rather than Reels (which attracts a younger but lower-value audience).

Targeting is no longer about audiences.
It’s about creatives. Those who can identify the variables that drive high-performing creatives are the ones who will succeed.

Period.