Facebook – Part IIl: Segmentation and budget

budget Facebook – Parte llI – Segmentação e orçamento

Hello, here we are again to talk about the biggest social media platform of all so far: Facebook. We’ve already talked a little about its history, some data from the platform, paid campaigns, and the ad manager. This time, let’s talk about segmentation and budget. I hope you are prepared.

To summarize what we talked about earlier: the ad manager is the point where it all starts, that is, this is where ads are made and published on Facebook and Instagram. This part of the platform is your guide for everything to go well.

It is with the campaigns that we determine the goal that will be set so that we can have successful campaigns. In addition, the goals are divided into three groups, which are: awareness, consideration, and of course, conversion. If you want or need to do a better review on the topics covered, you can go back to reading our first article and the second article about Facebook.

So, let’s get to what really matters and what brought us here. After setting our goal, we have to define who we want to impact and this is done by filling out the target audience, after all, we want our campaign to reach someone, right?

Target Audience

Here, it is important to have all the information already pre-defined while you are developing your strategy. Then, Facebook allows us to define various segmentations and specifications such as:

  • Age;
  • Genre;
  • Location (country, city);
  • Interests (that your audience has, such as sport or politics);
  • Connections;
  • Behavior (such as consumer habits);
  • Relationship (if the person is single, married or other);
  • Academic training;
  • Professional position;
  • Generation (millennials, generation z, among others).

As previously mentioned, it is of great importance to understand the behavior of your target, in order to make the segmentation as accurate as possible. In doing so, we are able to optimize our investment, as our entire budget will be directed to the right people.

Don’t worry if your campaign has more than one persona, we can run several campaigns for different audiences within the same ad group, so don’t be afraid. Facebook has a tool that helps you to better understand the interest of your target audience, in addition to presenting other relevant data, this tool is called Facebook Audience Insights.

Another curiosity is that you can customize your target audiences and save them. So, if you want to use the same target audience in different campaigns, you just have to get the audience that has already been saved.

It is also important to mention that there are other ways to define who you want to reach. For example, you can impact people who are friends of followers of your page.

Budget and schedule

Let us now move on to the budget part. First of all, it should be explained that there are two types of budgets:

  • Daily budget;
  • Total budget.

Daily budget

Here, we tell Facebook how much we want to spend each day during the days when our ad is active. If your ad doesn’t have an end date, don’t worry, because the rule applies in that case too.

Let’s take an example: with just 10 € it is possible to create a Facebook campaign. The number of people reached will not only depend on the budget, but also on the segmentation and the people who are advertising in the same space. We advise you to be as specific with Facebook as possible so that your investment will be better optimized.

Total budget

Here, the maximum amount we will spend during our entire campaign is shown, whether for a specific day or days (days and hours). The Facebook system will automatically split expenses in a balanced way during the period we select. In other words: this is where we tell Facebook how much we expect to spend during the period when the ads will be active.

We have reached the end of yet another article in the Facebook saga. We hope you enjoyed it and that your doubts have been clarified regarding this. Do not forget that we have other topics that you can discover on our blog. If you have any questions or need help, please contact us and we will be happy to help you. Until next time 😊

Pedro Montijo


Blog e-goi: Facebook ads: o que é e como funciona? Aprenda a usar!

Klickpages: Facebook Ads: tudo o que você precisa saber para anunciar na maior rede social do mundo

Escola do marketing digital: Facebook Ads: O que é e Como Usar


Camila Porto: Tipos de orçamento para anúncios no Facebook: qual escolher?