Facebook Advertising: Audience Targeting on Facebook
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Facebook Advertising: Audience Targeting on Facebook

– [Instructor] Getting started
with audience targeting. Effective Facebook advertising starts with creating a compelling ad, but you also need to find and
target the right audiences to show that ad to. The ones that are more
likely to click on it and become leads and customers. Facebook ads give you a huge opportunity to reach brand new audiences. The question is which
audiences do you wanna reach and how do you reach them? With over a billion Facebook
users out there to target, the only way you’ll be able to advertise in a cost effective way
is if you target people who are most likely to become
customers down the road. That mean that you have to know your buyer personas really, really well. Buyer personas are fictional,
generalized characters that share demographics,
interests, and goals with your real and potential customers. What’s your ideal customer’s age, gender, location, and income level? What are their interests,
like certain TV shows, books, blogs, or clothing brands. Creating a buyer persona is a process that requires a lot of research and real customer data and interviews. But it’s well worth the work. Because buyer personas
and targeted advertising on Facebook really do go well together. Once you have a really good idea of who your ideal customer is and what they’re interested in, you’ll be able to target them on Facebook much more effectively. So, let’s talk about how
your buyer persona fits into the options available on Facebook. Facebook’s Audience Manager tool is where you’ll create and
manage your target audiences when you’re creating an ad. Here, you’ll find that
Facebook offers a wide range of targeting options that’ll
help you find the right niche. This is where a lot of
people get tripped up. What kind of audience should you go after? How big or small should your audience be? How do you know if the
audience that you chose is a good one? Facebook offers three
primary audience types, saved audience, custom audience,
and lookalike audience. Let’s go through the
basics of each of these so that you know what your options are. Saved audiences let you target
people based on demographics, interests, and locations. For demographics, you have
a lot of targeting options that help you refine your
audience like age range, gender, and language. For interests, you can
target people interested in things that your target
audience is interested in and are related to your
business or product. So, for example, you might
target people interested in your competitors, or
your broader market segment, or magazines and blogs
covering your market. There are hundreds of interests
that you can choose from. So instead of browsing through them all, you might just wanna type in one interest and then look at the suggestions that Facebook gives you. Interests, location, and demographics are only a few options for targeting. You can also target people
by their political views, life events, ethnicity, and so on. Company and job titles are
good ones for B to B companies. For location, Facebook lets you drill down pretty specifically from
country, region, and county, all the way down to city, postal code, or even a specific address radius. Location is not limited
to just people who live in that location. You can also target
people who are recently in a specific location, tracked by where they
use their mobile device. Another option is to target
people traveling to a location which Facebook defines as users who had a certain geographic area as a recent location that’s
at least a hundred miles away from their home location. This is great for businesses
like local attractions, restaurants, travel businesses, and so on. Or you can target everyone in a location. That’s saved audiences. Now let’s talk about custom audiences. Custom audiences let you
retarget past website visitors and people who have engaged
with your content or app. Because these people have shown interest in your brand already, they can be your highest value audience. There are a few different ways
to create a custom audience by customer file, by website
traffic, by app activity, by offline activity, and
by engagement on Facebook. By customer file simply means
that you can target people who are on specific
lists of email accounts, phone numbers, or app IDs. This is a great way to
target your blog subscribers or app users. By website traffic means
that you can target people who have engaged with your website. Whether it’s your website as
a whole or specific web pages. Actually, one of the coolest
things that you can do with this option, is target people who visited a certain page but did not visit another certain page. So, for example, you might target people who visited an offers page, but did not visit the
offers thank you page which will help you
retarget abandoned visitors. To create audiences based on web traffic, you’ll need to install the
Facebook pixel on your website. The Facebook pixel can track when someone visits your website and when they take an action,
like buying something. And it lets you target people
based on those actions. Installing the Facebook
pixel involves a simple set of instructions for placing pixel code on the header of your website which we’ve linked to in the
additional resources section. By app activity means
that you can target people who have engaged with
your IOS or Android app, if you have one. To target people based
on the app activity, you first need to register
your app and set up app events. By offline activity means
you can target people who have engaged with
your business offline whether it was in the store, by phone, or through other offline channels. You can retarget these people by creating an offline conversion event like those who ordered
from you over the phone. By engagement means that
you can target people who have engaged with
your content on Facebook. Like visited your Facebook page or engaged with your posts or ads, opened or completed a
Facebook lead ads form, interacted with your Facebook events, or even visited your
Instagram business profile. Finally, let’s talk about
lookalike audiences. Lookalike audiences let you target people who look like your
existing customer database. To create a lookalike audience, you need to first create an audience that you want it to look like which you can do by creating
a custom audience first. Once you pick a custom audience to base your lookalike audience off of, Facebook will ask you to pick a location where you wanna target
a similar set of people. As you’re creating these audiences, it’s really important to make sure that your audiences are not too broad, especially if your goal is leads. Broad audiences are best for a large scale brand
awareness campaigns not lead gen campaigns. If you’re seeing that the
audience you’ve chosen is over two or three million people, you’re gonna wanna
narrow your audience down so that you’re closer to
one million tops or smaller. There will be certain
cases, like with retargeting or in smaller geo-targeted campaigns where your ideal audience will be a good deal smaller than that. To narrow down a saved audiences, all you have to do is add
more detailed targeting to what you already have. To narrow down a custom audience
or a lookalike audience, add extra targeting parameters
like specific interests. You also have the option of
combining multiple audiences to narrow them down even further. Now you should have a good
idea of the targeting options that are available with Facebook. Remember, when you’re
creating an audience, always have your buyer personas in mind. And don’t be afraid to experiment
with different audiences to find what’s the most cost efficient.

17 thoughts on “Facebook Advertising: Audience Targeting on Facebook

  1. Why do I keep hearing/reading that FB stopped the feature of being able to target an audience? Am I just misunderstanding?

  2. Totally agree with you! I know a better alternative to Facebook Audience Insight. LeadEnforce.com offers not only total insight into members of pages/groups you choose to analyze but it also allows to create audiences consisting of these people! This tool actually helps to target your Facebook competitor's audience.

  3. Its a great video. I am a new restaurant owner, looking for ways to establish my business in the digital space. Please keep such videos coming.

  4. Hi,

    Amazing Video.

    What other tips have you got?

    Right now i'm looking at other tip websites



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