Before you start spending on advertising, let’s work on a way to make sure that you don’t waste all your money.
The way you can do this is by asking some pretty basic questions:
These are some basic questions that you need to ask and answer before you set up an advertising campaign.
Knowing these tiny bits of information can help you compare and find similar audiences, plan your campaigns, and create relevant advertisements.
How do you know if your Facebook ad campaigns are meaningful to people on the platform?
Obviously, it’s insane to think that you can do this for every customer you prospect. And guesswork can help you lose all your money very quickly.
Fortunately, you can stop guessing and start using Facebook Audience Insights to find all these answers.
Facebook Audience Insights is one of the most powerful tools available for audience research and it’s free. It’s something that every advertiser should be using.
The processes outlined in this article today are really a mix of Social Listening and hardcore research. It can be really easy to forget all about your objectives with so much data to consider.
That said, it’s worth blocking out 20-30 minutes in your schedule to dig through all the data Audience Insights offers and come up with a list of 10 interests, or with half a dozen buyer personas to target.
Keep in mind when researching interests that you’re trying to find a specific type of person and not just a list of interests directly related to your product.
For example, a realtor found that clients interested in luxury real estate were more interested in cruising and American Express than other real estate companies. Similarly, those buying beard oil might be hipsters into craft beer and vinyl records rather than brands of toiletries.
So, keep an open mind when creating a list of interests and really think about your target market.
And don’t forget to include a few interests that may appear to be left fields in your testing.
With millions of advertisers on Facebook if you can find a unique angle for targeting that could give you a real advantage over your competitors.
Facebook Audience Insights is a free and powerful tool by Facebook. Anyone can leverage it to gain business insights for more targeted advertising.
By using this free tool, you can build a complete customer profile. This is going to help you create content and promote it in ways that are not just more engaging, but cost-effective as well.
If we take any successful Facebook ad campaign and distill it down to just the core elements, the four main factors would be:
The bidding and optimization end is something that we’re dedicating another article to. But the fundamentals start with knowing your audience.
With 2.27 billion monthly active users on Facebook (and over a billion on Instagram) there are ways to narrow the audience down and hone in on just those people that are most interested in your offer.
The targeting options we have available to us in Ads Manager are:
Custom and lookalike audiences can be very useful, but new advertisers might not have enough traffic and conversions to create them, and established marketers may have used them so often that they’ve saturated the audiences.
Essentially, custom and lookalike audiences are used for remarketing these days. This is where interest and demographic targeting comes into play.
But how do we know which interests to target?
That’s where Facebook Audience Insights becomes a really handy tool.
Log in to your Business Manager and click on the menu in the top left-hand corner, under the ‘Plan’ section.
Here you can select Audience Insights:
You’ll then be greeted by a popup that allows you to choose either a general audience or people connected with your Facebook page:
Once you’ve selected your starting audience, you will be taken to the main screen for Audience Insights:
The left-hand menu allows you to filter the audience, the options available are:
If you are targeting another country be sure to change this.
If you can’t get enough data for your chosen country and sections are showing blank then switch back to the US.
Although this won’t be quite as relevant, the larger audience will allow you to access more data to start exploring interests.
Helpfully, Facebook provides an audience estimate at the top of the page, if you notice that it gets too small, you should remove a filter.
If you followed the previous steps correctly, you will see a list of the Top Categories that your potential audience is interested in, as well as the most popular pages within each category:
What’s even more exciting, you can scroll down to see a list of dozens of pages that are ranked by relevance and affinity:
By definition, relevance refers to the Pages that are the most likely to be relevant to your audience based on affinity, Page size, and the number of people in your audience who already like that Page.
And affinity is a measure of how likely your audience is to like a given page compared to everyone on Facebook.
So, if your research gets you pages with affinity scores, then it is quite likely that your audience already likes that Page.
Look at all the pages and write down specific interests, brands, magazines, websites, organizations, community pages, famous people, or anything else that may define the target audience.
If these pages have a high Affinity Score as well, then you’re in luck!
Something to remember: going too broad is a bad idea. If your Audience is too broad, then Facebook starts delivering pages that are not even relevant to your business. In that case, dial it down a notch. Pick some more niche pages for better targeting.
What can you do if you haven’t got enough Facebook page fans yet, or if you are looking to advertise a product or service which isn’t aligned with your core business?
The best place to start is to create a buyer persona and outline some interests.
Using a buyer persona to create a list of interests to target can be very helpful. It becomes almost indispensable if you don’t know the industry well. This is why most advertising agencies taking on a new client will spend hours to develop the buyer persona.
Don’t let your hard work go to waste. Be sure to save your new audiences so that you can use them in your Facebook ad campaigns later on. In some cases, you may even want to use the same Audience for multiple campaigns.
You can also open a Saved Audience that you created previously using Audiences Insights or Ads Manager. Just make sure that it doesn’t contain a custom audience if you created it in Ads Manager. Otherwise, you won’t be able to analyze it.
Once you’ve found the perfect audience, it’s time to put it into action.
Just hit the green “Create Ad button in the top right and you’ll be taken to Ads Manager.
Choose a campaign type (engagement, traffic, conversions, etc.), and then your ad set will contain the audience.
The next thing to do is to optimize your bidding strategies and get the most bang for your buck.
Way too many small businesses just start boosting their Facebook posts and expect killer results. But that is never going to happen. Boosting a post gets you more reach. Whether you are reaching the right people or not is entirely another subject.
With the ads that you run on Facebook Ad Manager, you can control the targeting right from the very beginning.
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Until next time, folks!
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