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Advanced Facebook Ad Targeting: A Research Method for Finding Relevant Cold Audiences - YouTube
Channel: Social Media Examiner
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- Targeting your Facebook
and Instagram ads is one of
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the most important aspects
that you need to get right
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and dialed in if you wanna see results
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from your Facebook and Instagram ads.
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Unfortunately, it's one of those areas
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that most people get
wrong and is the result
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of them losing money on their ads.
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I'm gonna break down exactly
how you can be attracting
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your ideal audience on
Facebook inside of Ads Manager.
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(music)
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This is a big mistake
that I see people make
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with their Facebook and
Instagram ad campaigns.
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They don't get the targeting right.
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I first wanna start this video off
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by describing the three
different audience types
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that you need to understand
for your ad targeting.
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So, the first one is your warm audiences.
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Your warm audiences are
your website visitors.
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They're warm audiences because
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these people likely know who you are.
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The second audience is colder audience,
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not quite warm but not quite cold.
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These are your lookalike audiences.
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Lookalike audiences are
additional audiences
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based on one of your warm
audiences, people who have engaged
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with your Facebook page
or Instagram profile,
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people who have visited your website.
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Your base audience that you're creating
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a lookalike audience from needs to be
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at least 1,000 people.
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The third type of audience,
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the one that we're gonna be talking about
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here in this video, is
your cold audiences.
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How do I find people on
Facebook and Instagram
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who are my audience?
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How do I put my ads in front
of my ideal target audience?
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What is going to separate you
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from all your competitors out there?
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Doing the research first.
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Let's just say I'm in the yoga niche
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and I'm selling yoga mats, or
maybe I have a course on yoga.
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Most people would go "I wanna
target women between 25 and 45
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"who have an interest in
yoga" and they stop there.
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It's not a bad thing.
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There's so many different levels,
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and so many different
layers of that audience
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that I wanna be clear on.
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The first thing I wanna start off with
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is really thinking through
my target audience.
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What types of brands is
my target audience into?
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Where do they shop?
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What are their hobbies?
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Do they read certain books?
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Do they watch TV shows?
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That sorta thing.
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Maybe they shop at Whole Foods.
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Maybe they're interested
in brands like Lululemon,
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or Lorna Jane, or Athleta.
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Maybe they read Yoga Journal Magazine.
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These are all different
options I can target.
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The other thing to remember is that
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there are different levels of people
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within your target audience.
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If I'm targeting women
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who have an interest in
Yoga Journal magazine,
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I'm gonna be speaking to them differently
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than I would somebody
who is just starting out.
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And so, that's why it's super important
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to understand the
different types of people
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within our target audience.
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I like to keep a running
list of the targeting ideas
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that I come up with.
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Once I get that list,
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then I use Facebook's targeting
capabilities and tools
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to add to that list.
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So, the first tool I
wanna take you through
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is audience insights.
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Go to business.facebook.com/adsmanager,
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and from there you go to the three lines
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in the upper left hand corner.
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Facebook calls this the hamburger menu.
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Go to the All Tools, and then
click on Audience Insights.
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In the left hand column here,
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we have these different options.
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I'm gonna go down to Interests.
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Let's just type in hot yoga.
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The first thing that
Facebook's gonna show us
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is the demographic breakdown.
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You can see here that of
the people on Facebook
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who have an interest in hot yoga,
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82% of the audience is women, 18% is men.
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And then the majority of those
people are between 25 and 44.
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Why is that information helpful?
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Now, I know to be targeting my ads
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to women between 25 and 44.
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I'm gonna click on the Page Likes tab,
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and then scroll down to the bottom here.
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As you can see here,
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it's giving us a list
of different interests
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that are similar to hot yoga.
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And this is really where it gets fun,
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because maybe I didn't even think
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of Spiritual Gangster
as a targeting option
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that would have my yoga audience in it.
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I would add Spiritual
Gangster to my running list.
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What I wanna do here is
keep adding to my list.
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I can click on the See More option,
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and then keep scrolling down.
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Here is Yoga Journal
magazine, or theSkimm.
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Maybe I never thought of
Brene Brown as an option.
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And this is a perfect example
of where most people stop.
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I would absolutely test
targeting Brene Brown because
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the primary audience of
Brene Brown is mostly women.
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I wanna go back up here
to the Interests section.
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I'm gonna X out of hot
yoga, and in the Interests,
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I'm gonna add in here Yoga
Journal and see what comes up.
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Now, I'm gonna look at different options
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that are in this list that
weren't in the other list.
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Institute for Integrative Nutrition,
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I didn't see that in the previous list,
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but that might be a great option to test.
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I wanna add that to my list.
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So, I keep taking
options from these lists,
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and add it back to the interests list,
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and keep doing the research to
compile a nice targeting list
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to reach my target audience.
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So, in addition to audience insights,
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you can also do targeting research
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right inside of Ads Manager,
inside of the campaign setup,
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and you would do this at the ad set level.
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Right now I'm gonna take you over inside
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of the ad set level, and show you exactly
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how to do more target
audience research using
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the detailed targeting section.
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So we get to that inside
of our campaign setup.
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Now, let's type in the exact
same thing we just typed
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into audience insights and see
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if we get any different things.
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So, I'm gonna type in hot yoga.
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Here's my Hot yoga option.
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Now I'm gonna click the Suggestions link
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and see what options come up.
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Now I get Yin Yoga, Bikram
Yoga, Hatha Yoga, Karma Yoga.
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Here's our Yoga Journal,
here's Brene Brown.
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Here's yoga teacher, Yoga Alliance.
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Here's meditation, meditation
is the perfect example
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of something that maybe we
didn't think about before,
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but probably, people who are meditating
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are interested in yoga.
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So, I would add meditation to my list.
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You can use the Suggestions
link right here in
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the detailed targeting section
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to find new ideas to target our ads, too.
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As your compiling your targeting list
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and you're gonna be
setting up your ad sets
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with your targeting options,
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what I recommend that you do
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is group together similar
interests within an ad set.
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I have Hot yoga, let's click on Yin Yoga,
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and see what that does.
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That jumps me way up
to 6.4 million people.
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Maybe I'm gonna stop right there.
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I'm just, out of curiosity,
uncheck Yin Yoga,
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and if I click on Bikram
Yoga, what does that do?
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That brings me up to a million people.
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All right, cool.
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I wanna choose one more to see
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if I can get that a little bit bigger,
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and I'm gonna add in Hatha
Yoga, and see what that does.
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So, now I'm at 3.2 million people.
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The ideal potential reach
audience size is somewhere,
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at least a million people,
up to a few million people,
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maybe three, four million people.
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The more data that we can
give Facebook's algorithm
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to work with for our ads,
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the better results that we're gonna get.
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What we've talked about
today is I recommend
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that you start with a
warmest audiences first.
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The second type of
audience that I recommend
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that you prioritize is
the lookalike audience.
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And then again, the third priority
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in your targeting priorities
is the cold audiences.
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If you don't have any warm
audiences, no worries.
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You can start right off
with the cold audiences.
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But if you do have warm
audiences, start there,
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create look alike audiences
of those warm audiences,
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and then also include some
cold targeting audiences
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like we talked about today.
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So, there you have it, the fundamentals
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that are gonna get you results
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in reaching your exact
target audience on Facebook,
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through Facebook's cold
audience targeting.
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Make sure to watch my
friend Mari Smith's video,
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which is on the screen right here,
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where she's gonna be talking about
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how to increase your organic reach.
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Also, if you've not yet watched my video
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that's also on the screen here,
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where I walk you through, step-by-step,
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how to set up a profitable Facebook
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and Instagram ads campaign,
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make sure to watch that video as well.
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