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This blog post is part 10 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' This series is running weekly from June 9 - September 1. Read Step 9 Here.
Targeting your ads in Facebook is one of the hardest things to get right. It will require a lot of testing on your part, but not a huge budget. My suggestion will be to start your ads at $5 each day and incrementally increase once you see which ads are working for you. If you feel pretty confident on who you want to target (hello, ideal client avatar!), you can test quickly and fail fast by starting at $20 each day.
Failing fast just means you are spending a higher amount for one or two audience targets to find out which one is going to be the show stopper. It means instead of spending your $50 budget over 10 days, you spend it in 2 days or so to find the golden goose.
Let's begin relatively easy and create a custom audience with information you already have. Head over to Facebook's Power Editor and click on Audiences.
Facebook gives you a few options to choose from. Once you click on 'Create Audience' you can choose to create a custom audience, lookalike audience or saved audience. In our example, we will create a custom audience. Facebook gives us a list of options.
Now I want you to think about some of the data you might already possess. Do you have an email list? You can upload your list here and Facebook will match the records for you. If they log into Facebook with the same email they gave you - it's a match and Facebook can create an audience out of those fine folks. You can create amazing ads just for them!
You can also ask Facebook to create an audience out of your website traffic. AND since you've installed the pixel on your website in week 1 of this series, you'll have some data there to work with. Facebook will walk you through the steps to get your information up and ready.
If you don't already have any of this kind of data. Not to worry! When we can take a look at ' Lookalike Audiences.'
This is where you can create an audience that looks similar to the people who already like your Facebook page. 1% of the audience created will match most closely to your page. From here, when we set out to create our ads next week, we can add layers on top of this audience. Meaning, if Facebook returns 1 million people who look similar to your page followers, you can add an interest, job title, behavior, etc. to this audience to narrow them down. Facebook Ads expert, Claire Pelletreau suggests narrowing your audience size to around 100.000 people for best results.
WANT TO SKIP CREATING AUDIENCES ALL TOGETHER? EAGER TO JUST DIVE INTO RUNNING YOUR AWESOME AD? OK, THEN!
Once you get into the 'ad set' portion of your ad, (remember, we'll be creating our ads next week so if you don't know what an ad set is, don't worry!), you'll be able to use Facebook's seemingly infinite audience target possibilities. This week I want you to focus on some combinations of audiences that you want to target so that next week you have a list of at least 5 audiences to target.
IF YOU ARE IN THE HEALTH SPACE
Are you trying to help people lose weight? Start a healthy diet? Here is an example for you that might work well in my experience with the page The Flirty Herb.
IF YOU ARE IN THE HEALTH AND BEAUTY SPACE
Once of my clients is a creator of organic hand-crafted baby and body care called Biesecker Body Care. We ran the follow ads that did really well.
We also ran an ad targeting the page Yes to Carrots which worked out as well at $1.06 per page like.
Are you beginning to see how all of this is tying together nicely? If you know a little something about who you are trying to target, you can start to develop some audiences. Sometimes a page you have in mind to target won't show up in the detailed targeting area of Facebook, but you just have to keep trying. I happened to land on Green Smoothie Girl, but I was actually looking for Simple Green Smoothies which didn't come up.
You can also use the detailed targeting area to put combinations of demographics together. Here are a few examples:
Ok, now it's your turn! If you are feeling brave, begin to craft 5 audiences with your ideal targeting ideas. We'll begin to create our ads next week. Just get your wheels turning this week!
Get more social media resources inside the library!
P.S. This series is now in ebook form, yay! If you want all these steps in one place download the '10 Steps You Need to Take Before Running Facebook Ads' here for free as my gift to you.