Today I want to give you a very easy rundown on Facebook Ad audiences.
This post is for the beginners.. Those people who may have jumped in, have poked around are still not sure about Facebook Ads.
In this post I want to explain the different types of audiences that you can use when you’re targeting your ads.
The first type we’re going to talk about are the Saved Audiences.
Saved audiences basically are people that you come up with who are cold; they’re cold, they don’t know who you are, they don’t really know what the solution is to their problem, they just are a cold audience of people who have a problem.
Let me explain what a saved cold audience is. Let’s say you’re doing a course on gardening, and you want to find people who are going to like your course, so you want to think what do gardeners like? Perfect example would be, hey they like Better Homes and Gardens the magazine. So that would be an example. So a saved audience would require you to go into Facebook and find the people who like Better Homes and Gardens.
Facebook allows you to target people based on Facebook pages they already like. With saved audiences, you want to look for Facebook pages that people like that are like yours. In the digital marketing space we are in, I often talk about Facebook Ads and Sales Funnels so I target Russell Brunson from Clickfunnels, because he’s a big name and Facebook has him as an interest. I also target people who like Marie Forleo, I target people who like Amy Porterfield. I’m looking for Facebook pages that people like that are like yours. So if you’re a gardener, you’re doing Better Homes and Gardens. You’re doing big gardening figures in that industry that have Facebook pages that you can target.
Saved audiences can also be based on demographics. If you’re a local business and you’re creating a saved audience, maybe you want to target people in certain post codes. Or you can even target people based on upcoming birthdays; so if you’re a restaurant, you can say, “Hey, it’s your birthday, come in for a free drink.” You can do upcoming birthdays. Of course you can do gender. You can do age. You can do country. You can also do things like how much money they make so income level can be targeted.
So this is all part of the saved audiences. A couple of tips and tricks; there are also certain behaviours that are really helpful depending on the industry. In my industry, I’m often looking for business owners, so I do things like Facebook page admins. I use that, sometimes I come up with a big audience, and then I ask, “Hey, I want to target only people who have Facebook pages,” because I know business owners have Facebook pages. So these are saved.
In general, you want to look for audiences except for the local people, where the audiences are going to be small, you want to look for audiences anywhere between 100k and 900k-ish. That’s a good starting range. There are exceptions to every rule, but these are cold audiences that don’t know you yet.
Number two are Custom Audiences.
Custom Audiences are built with people who already know you. A good example is your email list. You can actually take your email list out of your email service provider, you can export it, and you can upload it to Facebook. Then you can send ads directly to people who are on your list. This is a really good idea when you’re doing a launch and you have a big product that you’re selling, so they’re getting the emails from you and they’re seeing the ads. That’s an example of a custom audience.
Another Custom Audience is video views …. These are people who’ve engaged with your Facebook Lives and your videos. If you’ve run any video view ads to cold traffic, now you can create a custom audience of those people who have already watched your videos. You can also create a custom audience of people who have engaged with your page, whether they’ve liked, commented, or shared.
Finally, Custom Audiences based on your website traffic. This is a big one and this is where you start to use the Facebook Pixel and by the way you want to install this Facebook pixel on every piece of digital content you own if considering marketing on Facebook.
If you put your Pixel on your funnels, you put it on your website, when people land in your funnels and on your website, you can create all kinds of custom audiences based on what pages they landed on all over the internet. This is exactly how Amazon … Like when you go to Amazon, and you look at a cool little piece of jewellery and then you go back to Facebook, now you’re seeing ads for jewellery. They’re basically targeting you because you landed on that page, and now they’ve created a custom audience and they’re showing you a new ad.
This is custom audiences, this is for warm traffic. These can be much smaller audiences, so sometimes it can only be 50, 100 people when you’re doing re-targeting.
So now the third type of audience is a Look-alike Audience.
A Look-alike Audience is a cold audience. It’s still a cold audience. A look-alike audience is really simple. It is a big audience. Once you’ve set up a campaign with cold traffic and it starts to get some traffic, you see that it’s working, what’s going to happen is you’re going to blow out your audience and you’re going to run out of people. People are going to start to see your ad multiple times, and then they’re going to get annoyed, and then they’re going to report the ad, and then your ad’s going to do poorly and it’s time to turn it off due to what they call ‘Ad Fatigue’..
So, eventually once you get a campaign going really well, you need to get a bigger audience. This is where look-alikes come in. As that audience is growing, usually people are taking action. They’re becoming part of your lists, they’re making purchases. You can create look-alike audiences based on all the actions these people are taking. These people usually become part of your email list, maybe they actually visit your website, and maybe they make a purchase. So you create look-alike audiences based on website traffic, based on engagement, based on your email list. What you do is it creates an audience of people who look like the people who did all these things.
These audiences tend to be 1 million and higher. It can be like anywhere from 1 to 2 million. You can even get it as big as like 2 to 6 million. This is great, because now you’re telling Facebook, now I’ve got a big budget, I’ve got a big audience, and find people who look just like these people and show them my ad.
So there you have it those are the three main audiences that you’re going to use in Ads. The last thing I want to say is if you are testing ads and you’re testing different audiences, make sure that the audiences don’t overlap too much.
When you go into the Ads Manager, you can actually check the box next to audiences, and under the “actions” you can choose “show audience overlap” and it will show you how much they overlap. You don’t want this to be too big because otherwise you’re competing against yourself in the Facebook ads auction.
So just make sure there’s not too much overlap. If there is, just combine them into one audience.
Hope that helps and if you want more information on how to get started with Facebook Ads to generate leads for your business simply CLICK here and I will see you on the inside, see you soon.