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Facebook Ads Audiences

Published on: December 7 2022 by Nick Peroni

Facebook Ads Audiences

Facebook Ads Audiences

but in this lesson now I want to tok
about audiences for your Facebook ads
and this is going to be a combination of
because I have something specific about
targeting in the next one so this is
more of an explanation of how audiences
work within Facebook the different types
of audiences I guess you could say more
of an introductory level to targeting is
to understand audiences and your options
and basically what using audiences on
Facebook is all about so let's get
started first the most important thing
people are not on Facebook to buy from
you or sign up to your email list this
is so important to remember people go on
Facebook to network socialize and
discover new things so your marketing
needs to speak to your audience in a way
that they care about and enjoy now if
this sounds obvious to you I promise
it's not I've seen so many terrible ads
on Facebook I've seen so many people try
to get in the e-commerce and they want
to know why their ads aren't working and
it's simply because they're they're not
putting any time and attention into
actually creating engaging ads that
treat people like real human beings
right there they get into this this
marketing sociopath kind of idea where
all I need to do is is put a picture up
and try to sell product sell products
sell products and of course we want to
sell products but you need to remember
that these people are not there to buy
from you right you need to first get
their attention then create like create
desire and engagement and curiosity and
and create that need that want for them
to purchase something through good
marketing with your advertising and
Facebook ads your ad to people in any
given audience your ad must win the
auction okay so basically Facebook is an
auction-based platform and this means
that you are constantly bidding against
other advertisers so say for example you
have a pet product and you're marketing
it
two people that love dogs right you're
not the only person trying the market
two people who love dogs there are other
advertisers out there that are going
after that same audience and what
Facebook does is it has an auction that
is constantly happening behind the
scenes and your ad is is basically is
constantly in this auction bidding
against the other advertisers to show
your ad in the newsfeed all right and
there are multiple factors in winning
the auction so this is why you could be
running the same exact product as
someone else and you'd get worse results
as them is because it's not just about
publishing an ad and and trying to use
the same audience and thinking that that
means that all of a sudden your product
is is going to be a winning product this
is how the auction works all right and
this is taken straight from Facebook you
can go in there and you can see right
within Facebook you can find this stuff
to learn about auction pacing budget
this kind of stuff and that's really
most of that stuff honestly I mean it's
good to know right I told you I said you
should go through the Facebook cool
print it and learn this stuff but on on
a level of understanding how to make
money with Facebook this is really all
you need to take grab a concept of right
now okay Facebook ranks an ad based on
total value for each ad the total value
is equaling whatever your bid is now
it's important to understand that if
you're using automatik bidding Facebook
is setting this bid for you okay
estimated action rate plus the consumer
experience this is the really important
part here Facebook takes into account
the consumer experience Facebook takes
into the account the user value that
they're gonna receive now that's not
just your ad that's not just the picture
that's not just a video Facebook is
going to visit your store they're going
to scrape your store okay they do this
even if they don't tell you that they do
this and they
do this I promise you if you ever like
when you run an ad and if you use a
bitly link for example you know you're a
bitly link to shorten your link you're
going to see because bit retracts clicks
right so you'll see as soon as you
publish that ad even though your ad is
in review and hasn't actually been shown
to anybody yet it's gonna have like ten
clicks on it okay and those ten clicks
are from Facebook all right those ten
cooks or I don't know if it's real
people or if it's box but it's clicks
from Facebook of people that are going
to scrape your store they're going to
quickly and look at look for certain
things on your store like shipping times
and how what is your landing page say it
and what type of you know what's on
there right they're gonna look at the
landing page experience from the
headline to the product description to
the other pages to your compliancy all
these things are right and they're going
to add that into the factor of the total
value all right so this this down here
starts to get a little bit more
complicated right so for a conversion
optimized ad which is generally what
we're running
we're running ads optimized for
conversions now we didn't get to that
part yet but that's that's what we're
doing so when you're running an
optimized conversion optimized add the
the bid for the conversion alright this
is automatik right now Facebook is also
based on your budget right when
estimated action rates is gonna be based
on your budget because if you are
running let's say a hundred dollar
budget for some five dollar budget that
could affect how you perform overall in
the in the auction right and then
relevance quality factors the quality
factors are the part that have to do
with your page your store and your site
your product these are the things that
Facebook is gonna look at in quality
factors but then also relevance of the
ad who are you trying to show that ad to
is it a cat product you're trying to
show the dog owners or as a dog product
or trying to show the dog owners you
know what kind of creative is it what
kind of text does it use so Facebook is
taking all this stuff into account to
determine number one who was
winning the bid to in these auctions to
show and add the people and number two
what type of cost is Facebook giving you
overall to show your ad to people now
getting into the actual different types
of audiences all right
there's basically three types of
audiences that are that are how does how
to say this there's three types of
audiences that are third-party audiences
that Facebook has within the targeting
platform all right and let's actually
come over here for an example okay so
interests are what people say they like
demographics or who people are behaviors
or what people do alright so these these
three here are where you start when
you're starting with your advertising so
if I come in here to conversions
okay let's give this all second the load
all right now we're not going to tok
about the convergence right now that's
that's not as relevant what I want to
tok about is your targeting okay and
the other thing that I'll tok about
here is also your this is optional see
cost controls are if you want to have a
specific cost control but when I said
that the bidding is automatik right like
right now if I have it set like this if
I'm not changing anything then then the
bidding is automatik Facebook is gonna
set the bid but if you want to you can
come in here and set the bids yourself
so that you're controlling your bid in
the auction but that's that's a that's a
much more advanced strategy that we're
not covering because all you all you
need to do to start using Facebook Ads
and to make a lot of money with Facebook
Ads okay is to be able to just use the
basic automatik bidding where all you're
doing is setting a budget and
you'reyou're leaving it open so the
facebook will aim to get the most
conversions and spend for your entire
budget all right now if we come up to
detailed targeting and you go to browse
you see that there's three basic
sections there's demographics interest
in behaviors and like I said these are
based on a couple of different things
interests is what people say they like
all right interests are the most in
general and the most broad type of
targeting because sometimes you got to
think about it this is what people show
interest in on Facebook but it's not
always gonna be super exact right like I
five years ago say I was into a certain
kind of music and I liked an artist on
Facebook and now that's counted as
Facebook things I showed interest in
that four five years later I really
don't and then somebody is now
advertising event tikets or even let's
say even more direct let's say
somebody's advertising a t-shirt that
has to do
with that type of music and I'm actually
no longer interested in that music okay
so this is this is a lot more general
sometimes but it can also still be
really good alright there's there's
interest in here for basically every
type of category you can think of and so
that's where a lot of people start with
advertising like if I was advertising a
kitchen product then I might come in
here and type in cooking and you can see
that there is a lot of interest Facebook
will identify what it is if it's an
interest if it's a behavior or if it's a
certain type of like a job title would
be a demographic so if I select the
interest of cooking this is a really
broad level interest that Facebook is
identifying 240 million people in the
United States between ages 18 to 65 both
men and women that are interested in
cooking at some level right so that
that's obviously gonna be super broad
that's not gonna be as narrowed in but a
lot of times here's the thing with
Facebook they're really really good
they're advertising platform they're
pixel is really smart what they're going
to do if you identify an audience like
this is think about it in terms of like
a let's let me think of an image here
hold on one second simple example
alright if you think about a large
audience of people that Facebook is
identifying showing some interesting
cooking there's only going to be a core
audience of that 240 million people that
would actually be like interested buyer
level intent of whatever your product is
okay now Facebook's job when you select
an audience like that is to go out and
start trying to find these people but of
course these people aren't actually
going to be all like in one pocket like
this super easy to find so what Facebook
will do is you'll have all these random
people out there and it'll just start
showing your ad randomly right like it's
just gonna start picking random people
because it has to start somewhere
now it's smart
so eventually it will start to narrow in
based on the results that it gets if
this person doesn't like the ad then it
realizes not to go after these types of
characteristiks if this person does like
the ad then it starts to go after more
people with this type of characteristik
if this person then clicks the ad that
you so it'll start using a process of
data points to narrow in okay if you go
really really broad then you're gonna
have to spend some money in testing to
try to narrow in on this core audience
because Facebook has no idea out of two
hundred and forty million people that
audience is way too large but I'm just
using it as an example Facebook has no
idea based on that large of an audience
how many you know who the real people
are there that are gonna be the real
buyers but it'll start going out there
and throwing out pins and and trying to
hit data points and then eventually
coming in to to understand who your
audience is right and at that point
that's what's called optimization and
then once it's really identified a core
group of people that's when you can
start scaling and spending more money to
reach more of those people all right but
in the beginning you're using your
interest demographics and behaviors to
try to narrow in the best that you can
but you still want to give facebook
enough room to work right you don't want
to over narrow so cooking is probably
too broad of an interest to start with
in the beginning as an audience but you
could come in to say something a little
bit more specific like cooking oil all
right now oh oh that's why I'm sorry I'm
sorry I didn't even realize I still had
this checked you want to uncheck the
expand interest okay so that that's why
the cooking was was so large I didn't
realize I still had that check so this
is a function that Facebook has but you
you're generally gonna want to keep that
off in my opinion when you're starting
out testing because you you don't want
to go like that super broad so anyway so
cooking there you can see it's narrowed
into a hundred million people now you
can do things like identify you can
now in for example if you wanted to say
you believe that people you know at 18
are not really going to be buyers of
this product and you're looking for
people that are more like into people
that might be more like into the you
know seriously cooking out on a regular
basis right so generally that's probably
not going to be kids that are in high
school or in that college range I'm not
saying it can't be but you know in my
opinion is probably not going to be so
you're probably gonna be starting around
29 years old and up and and your narrow
you class so you can narrow in your
audience a little bit better okay so now
moving into toking about behaviors
alright so I I cut that off because I
think that was enough about interest and
now I want to tok about behaviors and
interest cover everything right I mean
you can just start by typing in any word
and you're gonna see interest come up
and that's generally how people start to
find the interest that they want to
target is you start with the ideal
person you think that would be
interested in something and then you
just start typing in keywords and
looking for those interests that are
gonna pertain we're gonna tok about
targeting strategies specifically for
your testing in in the future lessons so
moving right now I just want to really
get into what the audiences are so
moving in the behaviors again this is
what people do online right like you can
see digital activities people that are
gamers okay people that are small
business owners there's no there's a lot
of different behaviors that you can
target you have anniversary you can
target people anniversary purchase
behavior this is a big one alright so
engaged shoppers is a behavior where
people or Facebook keeps track of people
who've clicked the call to action button
shop now in the past week so when you
create your ads there's a call to action
button college shop now right
by clicking that people are showing
buying intent Facebook is constantly
updating this audience and so this can
be a good way to narrow in your audience
it's oftentimes used as a way to narrow
in an audience which we're going to tok
about in a future slide so I'll come
back to that but engage shoppers is a is
a good behavior that you can use because
it's it's a way to narrow in a larger
audience with people that are the more
serious buyers and then there are things
like relationship status so this is
coming up as because I've used these
before this is a demographic moving into
the next one if you're toking about
demographics this is who people are this
is also a great way to target because
right interests are like I said
interests are like the most broad level
of targeting and they can be really good
because Facebook is good at is narrowing
in but you're you're gonna be still kind
of starting out at a guessing point with
a broad interest because those there
could be a lot of people that are not
serious or not like the core users that
are most interested and you're gonna
have to sift through all of that
demographics and behaviors kind of take
it a step further because you're
identifying a person by exactly who they
are or what they do okay and a lot of
times you can get more direct into the
buying intent with with these types of
these types of audiences so education
I'll just go I mean you can come here
and browse and go through them but
income can be one they could be powerful
depending on what you're selling let's
say you say you're looking to only
target people that are within a certain
you know like upper class to buy more
expensive products right you could use
the financial life events can be a great
one because you can target people with
anniversaries and there's also
relationships right so relationship
status can be a good way to target
people based on certain things that you
know like if you have certain
print-on-demand items or jewelry or
accessories or gift
items like gifts are a huge thing all
throughout the year
parents of course as well can be a great
one there because you can identify
parents with kids of a certain age which
could be great for buying gifts and then
work as well because and these don't
list all the types output you can
identify people by job titles you can
identify people by the industry that
they worked in so that's of course a
great way to really identify you know if
for example job titles in and of itself
can be a great way to target like nurses
or engineers or and it's not always a
very large interest but it's going or at
night and up large it's not a very large
audience but it'll be something that is
really narrowed in because it's exactly
who that person is custom audiences are
first-party data that you create custom
audiences are going to be really
important in your marketing because they
are your own asset right that's why it's
an asset it is yours you created that
audience based on the data now there's a
lot of different options and custom
audiences but I'll just walk through a
few here so that you can see ok so when
you come to create an audience custom
audience those two types right there's a
custom audience and a look-alike
audience one is customer file this is if
you already have an email list of some
sort buyers or some type of email list
that you collected you can upload this
alright right into here you can mail
chimp is the only import one or you can
use your own copy and paste an LTV means
lifetime value so this is really
powerful because if you upload a an LTV
file then Facebook is going to be able
to identify from that list who your most
valuable customers were which can be
really powerful in in creating new
marketing campaign
just for those most valuable customers
are also creating look-alikes from those
most valuable customers which I'll tok
about look-alikes in a minute website
traffic is is a great one
because you can come in here this was a
case study store that I ran before that
this store doesn't exist anymore so you
don't even have to bother looking it up
but anyway this is a basically based off
of your pixel you can track website
visitors everybody that visited your
website people who visit specific pages
buy time spent or from your conversion
events right so there's a there's a
couple of things that you can do in here
but like if you want somebody who
visited a specific page then you could
put the URL in here if you wanted
something based on an event then you
could put the event in and then you
could refine it by the URL so there's
there's different options of what you
can do because I'm not as because this
pixel is not active right now it's not
even giving me all my options you would
be able to see all your conversion
events here on on an active pixel but
that's that's the idea of creating a
custom audience we're not going to tok
about apps or offline but engagement can
be great too
because you can take videos that you've
been running and create an ad from a
video you can create our I'm sorry an
audience from people that watched your
video you can create an audience from
people who visited your Facebook page or
interacted with your Facebook page or
your Instagram profile when you do when
you do a video you can create custom
audiences based off of how long somebody
watched a video this is really powerful
we're gonna this this is a marketing
strategy that you can use and it's one
of the advantages to using videos other
than the fact that video costs are
cheaper this is really good because if
you're running a video and you have
people that have watched at least 50% of
your video 75 percent 95 percent these
are good audiences that you can remodel
you can create an audience just the
people who watched 50% and then follow
up with them with a new advertising camp
or a new ad in your retargeting campaign
so definitely remember these because
this is a great way to use your custom
audiences one of the most effective
things you can do right now is run
videos and then create custom audiences
from people that viewed the video and
then finally look-alike audiences
look-alike audiences are made from your
custom audiences and as it says here
look-alikes are where the money is made
because basically what happens with a
look-alike audience is you can take
something where it's like okay here's
here are people that interacted with my
page right and then I can select this
audience and then I can create a
look-alike audience so within the
look-alike this is powerful because
you're using your own you're using your
own audience data alright so if I have
people that have interacted with my page
I know that those are people who are
generally showing some sort of interest
in my brand so I could come in here and
decide okay you know you would select
your page right and then you can select
the country that you want to target
there's multiple options here you can
select by country of course or you can
select by region which is interesting as
well because by regions sometimes you
can select like an entire region for
example the European Economic Area if
you're selling a product that applies
worldwide and you're drop shipping and
your supplier can drop ship worldwide
then by selecting the European Economic
Area you're basically able to target all
of these countries at once here Austria
Belgium Bulgaria you know you can see
them all all the way through down to the
United Kingdom so it's a it's a large
region and it lets you group them
together and then Facebook's just going
to do its thing it's gonna start
advertising to all the countries and
you're able to just find what's
performing the best it's it's a it's a
more direct route then say separating
each country out by itself okay what you
could do though you could also select
each country by itself and just type in
the country and then down here you can
see that you select the audience size so
the range is from one to ten percent
which is going to be the the relevance
decreases as the percentage increases so
one percent is going to be the one
percent of the United States population
that Facebook decides most likely
resembles my source audience so whatever
my source audience I choose this one
percent Facebook's gonna go and look at
the entire population of whichever
location I select here and it's gonna
say okay these people are the 1 percent
most like this source that's why it's so
powerful because now you just created a
brand new audience that you can market
to that has the same attributes and
characteristiks of your source audience
all right
so when you are collecting certain
things like in this example here this is
this is a VC for me stands for view
content okay so this is a product here
diamond ring product view content so
this is people that viewed this product
and I know that if I was running an ad
and these people that viewed this
product are interested in this product
right they're interested in this diamond
ring product so I can come here and
create a look-alike audience and say
okay I want to target people in the
United States I want to use that's my
source right there and now I'm going to
create a few look-alikes okay if you
click them Advanced Options you can
create up to six audiences at once
alright so I could create six audiences
here and basically I would have now 0 to
1 percent 1 the 2 percent 2 to 3 3 to 4
4 to 5 5 to 6 and all of these
percentage audiences would give me 6
brand new audiences of 2 million people
each that I could now market to based on
this product right because Facebook is
telling me the audience is most likely
interested in the
product based on my source audience all
right or I could just start with one
percent generally though I would stik
to the one percent okay I wouldn't do
something like this you know that's
that's just too it's too broad and it's
gonna be too difficult for you to
identify if it's working or not so if
you just do one percent or or start with
a few of the percentages then you'll
have a few audiences that you can test
that way alright and this is set to the
United States but again you could then
your your audience size is gonna vary
based on what you select here so if I
put in it's not working well right now
so let me just come in here and select
it myself so see the audience size
changes 2.8 million because basically
Facebook looks at the total population
size of this entire location you
selected and then will identify what
percentage all right one percentage is
one percent of this total population
size here okay so that's look like
audiences and these are a really
powerful form in your marketing and one
of the most powerful things about
Facebook is the look like audience now
another way to consider audiences is
different campaign objectives because
based on your objective Facebook is
going to reach a different segment of
the same audience all right it's kind of
like a pie chart when you come into your
objective here you see all these
different objectives okay the basic ones
that we use in in e-commerce are
engagement
conversions traffic okay
catalog sales as well but this is a
conversion objective and these are both
consideration objectives so generally
this column is going to reach different
people on Facebook than this column even
if I select the same overall audience
like in here where we toked about the
the cooking audience right
total size of a hundred million people
based on if I select engagement or
conversions that hundred million people
which is this whole slice of the pie
this might be the slice of the pie that
Facebook thinks is most likely to engage
with my ad this might be the slice of
the pie of people Facebook thinks most
likely to convert on my ad all right and
these are these slice sizes aren't
irrelevant okay I'm just using that as a
graphic to demonstrate the fact that
based on your objective Facebook is
going to actually target different types
of people so this is something in your
audiences to consider because it's
basically going to allow you to reach
different types of audiences based on
the campaign objective that you use but
for the most part you're gonna find that
people are in any commerce for the most
part we're using conversions and were
optimizing for purchase here right so
when you look at the conversion event
you're optimizing for purchase so and
this red dot as a note this red dot
means that the pixel is not currently
active okay but it doesn't matter
because it when I start running this
Facebook is still going to start looking
for people that are most likely to
convert right this is a conversion
campaign Facebook's going to look for
people that are most likely to convert
to the purchase objective and by doing
that it'll just start again it'll just
start going out there and finding people
and eventually using the data to keep
building and building and building until
we'll find somebody that makes a
purchase once it finds that first
purchase now it's got something to start
optimizing for and going to find more
people that are most like that data
point of the user that purchased okay
also
types of awareness in your audience so
you need to be aware of this to within
your audiences there's different types
of awareness along the customer journey
all right so everybody starts here at
the awareness level where they don't
know your brand they don't know your
product they're just seeing it for the
first time okay and so that's that's
when they become aware some people just
based off the strong impulse buy if you
do a really good job at your marketing
you're gonna be able to get some people
to purchase right away right off of that
first awareness but the engagement level
here is basically going from it's it's
heating up okay that that's the idea of
the the chart here is that they get more
warm to you they become more of a hot
lead and a hot audience the more that
they engage so for your levels of
awareness you have to treat each
audience a little bit different people
at this awareness level
you can't just come necessarily like
just come straight at them all about
purchase you know you have to create
some curiosity you have to get them
drawn in you have to create some
interest there okay at the engagement
level once they're already aware now
you're serving content that is trying to
get them more engaged with the brand
more engaged with the product this
audience is different than this audience
right and then at the conversions level
after you've already had people engaging
and you're really trying to push them
into the conversion is where your your
going for the sale with things like
discounts and and discounts in free
shipping and fear of loss urgency that
type of thing alright so a lot of times
you'll see in e-commerce that people
will try to fit all three steps into one
and I'm not saying that it never works
but you just you do want to understand
the entire customer journey because not
everybody is going to purchase at this
awareness level and so it's it helps to
understand that each one of these
audiences is diff
okay these are actual audience
segmentations within the entire audience
spectrum itself methods to select
audiences on Facebook all right I
already went over this
there's browse keyword suggestions okay
so you saw me kind of go through this
already you you know people don't
generally do this but it's good to do
this if you're brand new to get an idea
for the first time you can come through
and browse the different levels of
audience okay just to see what's in
there and what's available to you it'll
take some time because they're huge
right like if you start really going
through all these categories but at
least you'll start to see what what the
difference types are suggestions is when
you type in a keyword and then Facebook
brings up a suggestion so I type in
Quito and Facebook starts bringing up
anything that has to do Kirito ketosis
ketone bodies right so and it brings up
other things that are not necessarily
like here obviously this means it's
keyword specific where it's highlighting
the keyword itself and then these other
things are where it's starting they just
pull in what it feels like are related
suggestions that it can give you
audience selection by audience insights
okay audience insights is something that
you have
where you can start with a general
interests a cooking okay
now audience insights is great for a
couple reasons number one you get to see
really who your audience is
right that's the insights part you can
see that this is seventy five percent
women in this audience and a large
portion of it is is above age twenty
five like I figured it would be you can
see where the relations start up is
their education level like you can get
all these insights on who they are which
can help you understand what type of
angle you should take in your marketing
what type of creatives you should use
over here you can also get an idea of
page likes okay and you can sort these
page likes down here by relevance which
is going to show so Facebook is ranking
Big Lots is the number one relevant
audience to people who are interested in
cooking and it's giving it a 25 times
affinity score so that affinity score
means how likely your audience is to
like this page compared to anybody else
on Facebook and and what that means is
it's a good indication that you can use
it in your targeting right because if
they like Facebook is saying if they
like cooking then they're also 20
they're 27 times as likely to like Big
Lots letting you know that big losses is
a closely related interest so I could
come over here and do our my test thing
if I wanted to I could use Big Lots as a
target okay so this is you know it's
generally another thing you can do here
is you can you can try to start step
stacking your interest in here to see
how the affinity changes here and what
other things Facebook starts to bring up
recipes from heaven looks like it could
be a good one so they give you the
audience size and they give you the
relevance and they give you the you thin
all right obviously the higher the
affinity the better but you know
generally if something is at least over
and of an affinity of 20 I would say
it's worth considering and of course of
course the higher the better so let's
see if we can pull something with a
higher Infinity level affinity levels
like if we type in fishing ok so you can
see the affinity level is much higher
here for something like legendary
whitetails chasin trophy what else so
these are going to be doing audiences
that I didn't necessarily know about
before because they're a little bit more
precise and I could use these as
targeting reference points when I'm
starting a target within what I'm doing
and even up here you within categories
you can see where they fall so legendary
whitetails falls within a clothing
category if I'm looking for a product or
service the target I will see mossy oak
fall so than that if I'm looking for a
brand that falls in the sport recreation
I see Bass Pro Shops falls within that
so audience insights is a great tool to
to get some again first of all get
insights into who your audience is like
what their demographics are and and how
they interact with Facebook right like
you can come over here and see their
activity see what kind of you know do
they click add some light what kind of
audience are they how much are they on
mobile what kind of device are they on
so you can get an idea of that what the
monthly active users are and then also
though in this page likes area you can
see other audiences that have a good
affinity that can be something worth
using in your targeting ok keep in mind
a difference between buying intent and
passive intent all right this is the
difference in like engaged shoppers or I
love dogs
right one is passive intent I love dogs
is just passive intent people who
clicked to like a page that is about
dogs doesn't necessarily mean they have
a buying intent and that's why something
as large as cooking
something as large as cooking is is
something that has much more it's gonna
have a lot of passive intent people in
there right as opposed to if I start
coming in here and looking let's take a
look
cookware and bakeware will be a a higher
intent all right a higher buying intent
in my opinion because these are products
right this represents products so if
somebody likes cooking and baking
products then it's a higher buying
intent than somebody who likes cooking
okay now it doesn't mean that one or the
other will work better but there there
is a difference right and it's important
to understand that difference when
you're looking at your audience's
remember in this lesson I'm just trying
to get you to think about the audiences
and how these audience is applied on
Facebook I'm going to go into targeting
in in the next video
in the next lesson but here is just kind
of to give you an understanding of how
to use audiences in in your marketing so
definitely understand the difference
between buying a passive intent buying
audiences are generally going to be
better but I like to test all of them
because you want to test multiple
audiences you don't necessarily know
what is what is going to work right
combining audiences now this is when you
can really start to narrow in on on
buying intent all right so say for
example we do cooking and then you have
this option for narrow audience so I
could come in here and type in engage
shoppers now Facebook is going to narrow
everybody that likes cooking it's also
going to narrow it with people that are
engaged shoppers so now I have an
audience of 56 million people this is a
higher buying intent audience right
here's how it works
the current audience you have which is
cooking and then the new criteria which
means they also have to be an engaged
shopper Facebook takes that overlap of
where these two meet and and puts it
into a new audience which is now who I'm
targeting so this is gonna obviously
decrease but that's good because we
still have a broad audience here and
it's also been narrowed in the people
who are actually clicking call to action
shop now buttons so I know
these are people probably more likely to
buy a product now it doesn't mean you
have to narrow your audience but it can
be a really good way to and it doesn't
just have to be this way right like if
you wanted to get more specific and
really find the people that are the most
likely passionate fans of of cooking I
could come in here and start narrowing
cooking with also people who watch
cooking shows right like the Food
Network MasterChef all these things so
now I have 36 million people of people
who are interested in cooking who also
watch cooking shows and if I wanted to I
could even go in and say who are also
engaged shoppers and now I'm down to 21
million people which is still actually a
pretty broad audience as well right
that's still 21 million people so that's
how you can use audience layering if you
want to you know you know again this is
all matter of preference I'm not I'm not
telling you what to do here all right I
will go into my targeting strategies and
my testing strategies in the next lesson
but right now I'm just explaining to you
how it works one thing
and about buying intent is everybody on
Facebook has a user value all right
basically from an idea of one to ten as
you can see here
Facebook is going to rent or to rank
people that are considered buyers at the
the other end of the spectrum okay so
when you are using things like engage
shoppers to layer your audience its
meaning you're telling Facebook that
you're trying to focus in on the people
who are buyers
well Facebook's an advertising platform
that works on an auction basis right so
this means that it's gonna be more
expensive to reach those people all
right it might be worth it because if
they're converting at a profitable
margin for you then that's fantastik but
you need to understand that it's gonna
be more expensive to reach those people
based on the fact that Facebook knows
they're more likely to buy so they're
going to charge more plus you're going
to have advertisers to have bigger
budgets and are actually looking for
buyers that you're bidding against okay
so if you're if you're competing down
here you might be getting a lower cost
but you also might be reaching people
that are not ever really going to be the
buying audience so definitely something
important to remember when it comes to
facebook cost and how they're charging
you it's going to be more expensive to
reach the buying audiences Facebook is
also
now taking customer feedback into
consideration so this is something again
this falls into audiences because you
need to understand that your audience is
getting is giving you feedback you're
gonna be rated one out of five not every
customer gets a survey but when you
start selling products online Facebook
will start to send surveys out and they
start your your score your feedback you
could end up getting this is a link of
where you can check your feedback but
based on getting a bad score then this
is gonna hurt your ability to advertise
with Facebook here's an example of a bad
score not from me but just something
that was shared once in the group this
is what you don't want to see right you
can see the top is where where it's it
maxes out at a 5 rating but you you
don't like you can see here it says
until you approve your service and
receive a satisfaction rating above to
your ads maybe fewer people which
basically means Facebook is going to you
can run ads but you're not going to
reach anybody and the people you are
gonna reach are not going to be BioSpace
book is going to be sending you garbage
traffic for the most part because it
cares about the user experience right so
it's not going to send you these people
over here it's gonna send you these
people down here that it knows are not
going to buy from you anyway tips for
getting good feedback good customer
service of course number one responding
to and what is good customer service
well you need to respond the enquiries
within 24 hours and needs to be quick
you need to set expectations ahead of
time for people ordering from your store
and and try to this is ok you need to
set expectations ahead of time and let
people know what your shipping times are
going to be try to bring your shipping
times down by working with a direct
supplier like the service that I've
provided you in the drop shipping and
then the print on demand modules that's
one of the reasons that I provide those
services is so you can create a better
customer experience and bring your
shipping times down which is going to do
massive wonders for you in keeping your
feedback score good with Facebook and
with your customers be proactive as
possible
in delivering a great customer service
experience and don't use ads that
promise unrealistik expectations or ads
that use click bait and click bait is
basically when you advertise in one way
but then when they go to the page it's
something else right like say you
advertise with a cute picture of a
little puppy and then they click the
link and it takes them to a page where
you're trying to sell them you know I
don't even know it's something
completely different right it's a cute
puppy and you say something like you
only a quick baby's like this it's like
almost a complete lie say oh you know
you'll never believe what this cute
puppy did on camera right and it's a
picture of a cute puppy and people click
it based on that interest of puppies and
then they land on your page and you're
trying to sell them a backpack right
like that's clickbait because you're
completely bathing and switching and and
you're just using that image or that
with that ad to try to get cheap clicks
but it's not good Facebook first of all
we'll probably flag your account if you
do that second of all even if you get it
past Facebook it's going to result in
very high negative feedback on your ad
accounts ok so that's everything for the
audience section again this was more of
an introductory level but introductory
level with some high level concepts of
understanding your audience
understanding how you can use your
audience on Facebook and also
understanding the different levels of
your audience and awareness of your
audience and how your audience is going
to interact with your ads whenever this
part here is important because you are
going to serve people different ads at
each level of your funnel right when
they're first aware and they see your ad
doesn't always mean they're buying right
away
this is ad level this is campaign level
right the difference between an ad in
the campaign is a campaign includes
multiple ads this would just be one ad
that gets people aware and then you have
another ad for say you have a video here
people who watch more than 50% of your
video now you show them another ad maybe
it's a picture and you and you show that
ad to engage
with them and maybe for example you have
an ad here okay like I said it's a video
and for everybody that watched 50% or
more but didn't purchase you also show
them an ad here that is a photo of the
product and lists all of its main
benefits and toks about why this
product is so amazing okay and then for
even the next step of people who engage
with this ad but don't make a purchase
yet you showed them this ad here which
is like okay get 20% off and you know
24-hour deal to click now and save 20%
right where you're trying to get them to
convert so that's the idea of your
entire audience right of say people who
like cooking but understanding the
different levels of intent within that
audience so that your advertising to
those different audience segments in a
way that's meant to speak to them based
on where they're at in the customer
journey all right so again I hope you
got a lot of value out of this video and
I will see you in the next one where we
start toking about testing strategies