Verifone

Because this product targets a very specific audience, the main challenge was developing precise targeting to reach the most relevant buyers. We collaborated closely with the client to define detailed buyer personas, which formed the foundation for building highly targeted audiences using Meta’s capabilities.

Although the brand had previously run campaigns, the targeting was broad, with multiple buyer types grouped together. Through discussions with the client, we identified that each audience segment had unique pain points, meaning different KPIs would resonate differently. Using this insight, we implemented a testing-focused targeting structure that allowed us to learn continuously while driving overall results. We also introduced the new structure gradually to minimise disruption to the account and avoid setbacks caused by re-entering the learning phase.

At ASBE Marketing Agency, teamwork is key, particularly between our social and creative teams. After analysing how each audience responded to different brand messages, we developed custom ads tailored to each persona, highlighting the KPIs most relevant to them. This audience segmentation provides granular control over creative execution and allows us to adjust campaigns according to the seasonal trends and behaviour unique to each segment.