audience-targeting

name	audience-targeting
description	Audience-strategy playbook — behavioral targeting, custom audiences, lookalikes, exclusions, keyword segmentation.
canon_references	["sharp-mental-availability","godin-smallest-viable-audience","holmes-buyer-pyramid"]
canon_source	brain/MARKETING_CANON.md
universal	true
note	Examples in this skill may reference SunBiz (legacy client); the skill itself is brand-agnostic. Per-brand context lives in brain/clients/<brand>.md.
triggers	["define audience","who should we target","build a custom audience","lookalike audience setup","targeting strategy for this campaign"]

SKILL: Audience Targeting

Strategic audience building for MCA campaigns across Google and Meta — optimized for CREDIT category restrictions.

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The CREDIT Category Reality

Under Meta's Special Ad Category (CREDIT), traditional demographic targeting is severely restricted. The winning approach for MCA ads:

1. Broad geographic targeting + let the algorithm learn from conversions
2. Ad copy self-qualification — messaging filters the audience naturally
3. Data-modeled audiences — train the pixel from funded deal patterns
4. Custom conversions with "Other" event — avoids algorithmic demographic bias

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Targeting Strategy: Funnel-Based

Prospecting (Cold — 60% of Budget)

• Google: Search campaigns with high-intent MCA keywords
• Meta: Broad national, business owner interests, CREDIT-compliant
• Message: Consolidation before/after, educational content
• Goal: Drive qualified JotForm submissions

Retargeting (Warm — 25% of Budget)

• Meta: JotForm visitors who didn't submit, video viewers (50%+), page engagers
• Google: RLSA (remarketing lists) on MCA search terms
• Message: Case studies, urgency, "Your consolidation plan is waiting"
• Goal: Convert engaged prospects

High-Intent (Hot — 15% of Budget)

• Google: Exact match MCA consolidation keywords
• Meta: Form abandoners, multiple page visits
• Message: "Complete your application" / "Talk to a specialist"
• Goal: Close warm leads

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Google Ads Targeting

MCA Keywords

[High Intent] — Bottom of funnel
"MCA consolidation"
"merchant cash advance consolidation"
"MCA buyout"
"consolidate MCA positions"
"reverse consolidation MCA"
"MCA debt relief"
"too many merchant cash advances"
"reduce MCA daily payments"

[Medium Intent] — Middle of funnel
"MCA alternatives"
"business funding options"
"working capital overleveraged"
"revenue based financing"
"best MCA rates"
"business cash advance"

[Low Intent / Educational]
"what is MCA consolidation"
"how to calculate leverage ratio"
"merchant cash advance explained"
"how MCA works"

[Negative Keywords] — Always exclude
"MCA jobs", "MCA certification", "MCA course", "MCA broker jobs",
"free money", "grant", "loan forgiveness", "student loan",
"payday loan", "personal loan", "mortgage", "car loan",
"MCA meaning medical", "MCA artery"

Location Targeting

• National (United States) — SunBiz operates nationwide
• Consider state-specific ad groups for CA (APR disclosure), NY (finance disclosure)

Device & Schedule

• Monitor mobile vs. desktop conversion rates — adjust bids
• Peak times: Weekdays 9AM-11AM and 1PM-4PM EST
• Best days: Tuesday-Thursday for B2B

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Meta Ads Targeting (CREDIT Restrictions)

What You CAN Target

• Location: Country, state, city, DMA (15-mile minimum radius)
• Interests: Small business, entrepreneurship, business finance, restaurant owner, contractor, retail business, construction
• Behaviors: Business page admins, small business owners, engaged shoppers
• Connections: People who like SunBiz Funding Page

What You CANNOT Target (CREDIT Category)

• Age ranges (must be 18-65+)
• Gender (must be all)
• Zip codes (minimum 15-mile radius)
• Multicultural affinity
• Lookalike audiences

Self-Qualification via Ad Copy

Since we can't target demographics, use copy to filter:

• "If your business does $15K+/month and you're paying back more than one advance..."
• "Business owners with 2+ MCA positions — see your consolidation options"
• Revenue thresholds and position counts naturally filter unqualified traffic

Best Practice: Broad + Algorithm

1. Start with broad geographic targeting (national)
2. Add a few relevant interests (small business, entrepreneurship)
3. Let Meta's algorithm find the right people from conversion signals
4. Use custom conversions with "Other" event to avoid demographic bias
5. Over time, upload funded deal data to train the pixel further

Custom Audiences

Type	Source	Best For
Website	Meta Pixel (JotForm visitors)	Retargeting form visitors
Form Abandoners	Started form but didn't submit	High-intent retargeting
Customer List	Funded deal CRM export (hashed)	Data-modeled signals
Engagement	Page/post interactions	Warm audience
Video	Video ad viewers (50%+ watched)	Video retargeting

Data-Modeled Audiences (Advanced)

Build behavioral models from funded deal data:

1. Export funded merchant data (hashed emails, phone numbers)
2. Upload as custom audience to Meta
3. Meta learns conversion patterns from these users
4. Algorithm finds similar behavioral profiles without explicit targeting
5. Refresh monthly with new funded deal data

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Audience Testing Framework

1. Create 3 audience segments:
   • Broad National (minimal interests, algorithm-driven)
   • Interest-Based (small business + entrepreneurship + industry interests)
   • Data-Modeled (custom audience from funded deals, once available)
2. Run all 3 with same budget and creative
3. After 7 days + 50 conversions, compare CPQL (not just CPL)
4. Shift budget to winner, pause worst performer
5. Iterate with refined messaging on winning audience