Key Facebook Audiences You Can Target to Maximize Your Ad Spend

KEY TAKEAWAYS COVERED IN THE PODCASTA lead magnet allows you to put out valuable content in exchange for your audience’s email addresses.Detailed targeting on Facebook offers so many options for you, including demographics, interests and behaviors.Common interests to pursue include which publications they might read, who they might follow and websites they might be interested in.Install your Facebook pixel to be able to target people who visit your website, sales page or landing page.Using a pixel on a landing page can get real granular. You can identify the people who landed on your landing page BUT NOT on the following thank you page. This allows you to target anyone who visited your landing page while excluding those who visited the thank you page.You can create a custom engagement audience, which allows you to target individuals on Facebook who have viewed a video on your Facebook page.Facebook will match your own audience database to who they have on the platform. This is helpful for you to reach your list in a couple of ways and market to additional audiences who look like those on your existing list.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…There are so many variables that can impact the effectiveness of your ad spend. This is where using targeted audiences on your ads can truly help; the narrower your audience gets, the higher your conversion rates will be. The opportunity that Facebook is affording you here is phenomenal! Spend time looking into creating audiences in Facebook and seeing how they can work for you. All these things are trial and error. If they aren’t working, stop, rework and try again.HIGHLIGHTS YOU SIMPLY CAN'T MISSHow Teresa’s ads are working right now – 02:08#1: Picking your audience using Facebook’s options – 04:38A deep-dive into detailed targeting options on Facebook – 05:56#2: Remarketing to known website visitors using Facebook’s pixel –08:43#3: Remarketing to video views using custom audiences – 14:37#4: Uploading your own audience database to Facebook – 17:20How to use look-alike audiences based on existing data – 18:38Transcript below Hello and a super warm welcome to this week's podcast episode. I hope you've had a fabulous week and you're still enjoying this lovely sunshine if you're in the UK. I know it's causing havoc in other places, but I have to say I do enjoy the sun. So I quite like this warm weather.Anyway, I have had a really good week. I have been super busy actually doing some work for me, which kind of sounds strange, but when you have an agency like I do, and you have a team and you work with clients, you often find that your time is taken up doing work for them. And rightly so, they're paying the bills, they're obviously giving everybody a job. And therefore, when I have a list of things to do, theirs always tends to come first. Although I am also a big believer of, you need to work on your business, not in your business, and I don't probably spend enough time doing that.However this week and the end of last week, I've managed to do it. So that's really cool. And one of the things I've done this week is I have advertised a lead magnet. Now obviously I've talked about lead magnets before in the podcast, and it's basically when you're putting out some content, some really good, valuable content that my audience are gonna want to have, and in exchange for that content, they give me their email address. And this week, I have been advertising that via social media, both on Facebook and Instagram. And it's reminded me again about how wonderful the advertising tool is that Facebook have. How Teresa’s ads are working right now And I obviously do ads all the time for clients, but I think when it's your own, you pay more particular interest to it and I've been desperately watching the leads come in and I've had a really good result. My average lead is costing me about 70 P at the moment, which for me and my business, this is really, really good. And actually, just while I'm on this subject, one thing that is really interesting is that I often get asked, "What should it be? What amount should it be? How many leads should I get?" And you know what, there's no hard and fast rule. It really does depend. The interesting thing about doing any type of advertising is that there are so many variables that take place that could affect the advert one way or the other.I have a great example of this. So we were doing the adverts, we were running them across Facebook and Instagram, and I always thought that Instagram ads weren't ever as good as, say, the Facebook ads in terms of engagement, because of the fact that on Instagram, it's much more about liking pictures than going to visit a website, which is what my advert is doing. I'm trying to get people to leave the platform they're in and go to a landing page where they give me their details.So anyway, I put this advert on Instagram, and I just used the same image as I used for Facebook and it was a landscape image, really nice image of the checklist that I was giving away. And anyway, Steve, who works with me, he does the tech side and helps me with advertising, he said to me, "Could we recreate the image so it's square for Instagram?" And I was like, "Yeah, great idea," obviously with all the other things we were doing, I just hadn't thought about it.And we saw our advert conversion cost go from one pound 50 per conversion, IE, each person that gave me their email address cost me one pound 50, once I changed the image to a square image, it went right down to 58 P. And it blew my mind. I couldn't actually believe that having the square image would make such a difference. But anyway, it did and it was fabulous.So, doing this advertising spurred me on to talk about Facebook ads in this week's podcast. So today, I am going to talk you through why Facebook audiences are amazing and some of the different things that you can do with them. So I am gonna go through four different types of audience that you can do and how you can use them to better target and to really maximise your spend on Facebook. #1: Picking your audience using Facebook’s options Okay, let's get started. So, I'm going to start with the one that probably most people use when they're setting up an advert. And this is through picking your target audience by creating an audience using Facebook options. So, when you're going through the advertising tool, the second screen you get to which is the advert set is where you pick your audience. And in here, you're going to be able to pick the types of audience you want to go for. So the most basic form is that you're going to be able to go for where are they in the world. You can choose by post code, you can choose by type of place, you can literally put a pin drop on a map and decide how far out you want that pin drop to cover.Obviously you pick location, then you can pick your age of your audience. Obviously it goes from anything 13 right the way up to 65. Then you can pick your gender. Is it men or is it women or is it both? There is an option to enter a language in there, and you only really need to do that if you are advertising in a certain language that is not the normal spoken language in that area. So obviously, if you were advertising in the UK, you don't need to put English in there because that's the language that the majority of the people in that area speak. A deep-dive into detailed targeting options on Facebook Okay, and then we get down to the good bit, we get down to the detailed targeting. And I'm actually having to bring this up on my screen as I talk you through it because there are so many options that I'm never gonna be able to remember. So I'm just gonna click through a few just to give you an idea. The main kind of targeting areas you have are demographics, interests and behaviours. Under demographics, you've got things like education, life events, parenting, politics, US only, relationships, and work.So let's just dive into education. And you can look at the level of education someone went to, the field of study, what universities or schools they went to, or what undergraduate years they're in. If I go to parents, for instance, I can pick the age of the children that these parents are. So, let me explain that because that doesn't make much sense. But basically, you can pick parents with preschool children, parents with adult children, parents with preteens and so on and so forth. Relationships, obviously you can look at relationship status, so things like, are they divorced, are they engaged, are they single? The work section is another great one because you can look at things like, are they employees, what industry are they in, who employs them and job title. So if you're going after a particular type of person in a particular job role, then this can be really useful.And then, under the next section, interests, you've basically got a huge section. And it's every possible interest that you could imagine. So I would suggest to you that if you're gonna use interest, you literally just type in the thing that you're thinking about. So normally, when i look at this, I think about what publications might they actually purchase or read, who would they follow, and what websites might they visit? So for instance, if I was searching social media people, I might pick things like social media examiner, Amy Porterfield, Kim Garst, all those types of people. What I'm trying to do when I pick an audience is think about who my potential customers might follow or be interested in. So like I said, that...