Facebook ad targeting - Learn Online

Closer look at Facebook ad targeting

Lesson Details:
March 19, 2020

Video Transcription: In this video let's begin the diving in closer and taking a more detailed look into the ad we are creating this video is brought to you by Appy Pie Academy so in the ads manager on Facebook what you're gonna do is this is the ad that we were setting up and so all you do is just edit and we're going to go and edit some of the details and one thing that's gonna help you are to understand the difference between a campaign asset and individual ads we've gone over this but this is a really confusing part of running ads and many first-time ad publishers get it confused and stay confused with it one way to help us understand that is that we have one campaign and campaigners are sort of like this grand initiative you can think of it that way and you can look at the hierarchy on the left the conversion test that's our campaign in it we can have many ads set in an ad set has some similarities like targeting so that in our individual ads you see the third item in the hierarchy can borrow from the ad set and it's gonna become clear as we go on but if you think of it in this the hierarchy's already a great way to organize it now here's one way I'll be able to give you an example of how this works so let's say I start to manage my campaign budget so this is for the entire campaign now how I turn this on it's gonna say you want to spend like $5.00 a day okay fine we're not focused on the five dollars a day but what we are focused on is this little text here and I'm gonna explain to you what it says so by turning this on you're combining the the remaining budget of your active ad sets so all the budget in your ad sets what that means is if you have like ten ad sets right now I just have one in this test it's just example but it let's say you have 10 or 20 or 30 ad sets and they have many ads running under them guess what if you set your campaign budget to just 5 for the entire campaign that's the spending across all the ad sets so the five dollars would go to everything under what's called conversion test and it will get spread throughout the ad sets you to see how just by controlling one part of the hierarchy we were able to control parts of the hierarchy down lower so just keep thinking of this hierarchy this way and before you know it this terminology campaign sets individual ads it's going to become second nature to you and you're just gonna go like oh I get it yeah yeah it's gonna make sense and after that, a lot of these details will become immediately less confusing before you get this right it's really confusing I know because I've been there myself and so I wanted to spend a little extra time on this because it's a test ad I'm going to set like one dollar spending just so that I don't click the wrong button while testing it while filming it and then end up spending a lot of money so let's say we do that and now let's go to the ad set and here we're going to be able to edit a lot of the information for our ad specifically what we're interested in is the audience because this is our targeting so recall that the example we are using is promoting like business education products intrapreneurship education products so who would be good for this is where we take the audience and what we want to do is we actually want to be specific about it because look at the right side Facebook tells us you can reach like 220 million people potentially so far with our current targeting but it's perhaps too many and we need to narrow it down now people who might be interested in our product are not a good fit we want to get as close as possible to people who are extremely ideal to our target market because they're gonna buy at a higher rate and our ads have a higher chance to become profitable so we're going to narrow down there are a few countries that have disproportionately high spending so the United States is one of the UK is another one another country or England or the United Kingdom however you phrase it Canada and Australia every other country has a couple of issues either they're not English first speaking countries or they don't have high spending per person in your case, if you already have an audience you can take a look at where they're from in my case around fifty per cent of all my sales come from these four countries so now we have locations and an even bigger audience now we need to do the hard work of narrowing down the rest of the targeting so the first is age and we have to think about it seriously well who spends young people they typically don't spend as much right so let's get college graduates let's say they're of twenty-two years old I'm not saying that anybody below twenty-two years old is not gonna buy my courses many people do but the thing is that we want to pick an ideal audience in fact because this particular product that I'm selling is like a discounted product so I want it to be not added I don't want it to be a difficult decision so I'm actually going to go and target a demographic for whom like spending is like an afterthought like spending a few bucks online as an afterthought and they're gonna be over 30 and again I actually feel bad excluding people who are under 30 but this is not a popularity contest this is just me trying to pinpoint like a sniper-like see who is an ideal spending range and then I'm going to also narrow down the high-end part of the age and who spends money let's say people like let's say 40 up to 45 years old maybe even a little less they would be good because they're typically in the prime earning of their career and people who are a little older than that they tend to hit a different trajectory where they tend to go get towards the end of their career and they maybe they sense like oh they're not gonna make as much money in the future so they start spending less but this can also go either way because they need a cheaper education and maybe what I'm selling is perfect for them in my case let's exclude them because again it may be safer to exclude some group as long as we are targeting a group that is still perfect for us now I also know that of course, I want all men and women to get my content of course but I know that by looking at my previous sales I know that it appears more to men so I'm going to actually just click on only men sorry women I appreciate my female customers and I want them to become a customer but in this case I just know that my buying demographic is more than male demographic now the language is English that's perfect and now let's get into actual targeting so well we've gotten before the demographics that we can measure with a lot of accuracy someone for who's from Canada they're from Canada so there's a very little error but the following are gonna be more error-prone so what we're gonna do is we're gonna go to things like interests and things like that so we've already chosen people who are interested in entrepreneurship so let's take a few additional suggestions that they have business owners may be owned and CEO may be when somebody calls them CEO that's a little deceiving because the CEO is a title that tends to be reserved for managers who manage companies that are of a certain size but sometimes people call themselves CEO of their company of one well we're after is new entrepreneurs so small business owners this is what we need and small business interest yeah this is what we need founder this is what we need because the founder needs this self-employed because these people need these kinds of educational products that I'm selling here so owner sole proprietor that's great make him pick a few more of these obviously we would not pick female entrepreneur if we excluded all women but if we included only women then we maybe should only do female entrepreneurs and look house narrow this audience sizes 13,000 almost 14,000 if we had gone with a different type of ad like a the second kind of ad we would add maybe can be a female-centric the targets only female entrepreneurs and has a copy that speaks directly to women that might be very powerful because women would see oh it's for me and then they might respond to that now in my case I'm just going for general business interests of freelancers and we're gonna be done with that and these groups they're okay but they're a little broad I'll give you an example of what might be a little more narrow for example if I have some online training for how to become like a YouTube megastar and then I type here YouTube and then I see okay YouTube employers as a company I don't want them somebody YouTube job title I don't want people who work at YouTube YouTube school maybe because maybe this is people who train YouTubers YouTube interests sure but maybe this is people who just like watching but YouTubers these are people who are creating videos on YouTube and these people paint most of the people who create videos on YouTube most of them create a little bit and then they fail because they just don't get enough views they don't know what's wrong so a course like I potentially might have that teaches people how to become a YouTube megastar that's a perfect fit for them so it's a relatively small audience right it's only like 2 million people which is actually really gigantic so what we could do is just create an ad for them get rid of all these other things potentially and just target them with like a YouTube specific ad now that would be more specific targeting in this case now we're not going to do that but in general we could and that might get us better result now if we are targeting people who let's say they're you know founders be as owners what we don't want is people who want jobs right we want people who are independent on their own so who do we wanna we want audiences to exclude so maybe we want like career like people who want a career typically means they want jobs yeah so we want to exclude career development we don't want that audience we don't want like resume groups so it's okay if we're taking some people out who might actually get our products but really we want to make sure we don't want people who might also be interested in jobs so let's look at people who got a new job we don't really want them so we can kind of go through this and add things but in general you we see that we're excluding enough people now let's include additional people who might seem like they might be a good fit for us but they might not what about people interested in finance and money so that's just people who are interested in money but money management we don't want them let's let's look further none of those really represent any good option so maybe we look at let's say finance we don't want the traders we don't want equity things like that so we can actually take out a lot of things with stock market right because that's not what I'm selling per se so taking out a lot of these guys and then you want to go through a lot of industries that are maybe kind of could be kind of potentially related but are not really and we're only doing this because the odd we are promoting is a general course discount a page but ideally what we would do is promote like one course that is on some topic for example the YouTube or like if you have like a course on like how to make money dog-walking then sure then you want to target people who they need money and they love dogs something like that and then you would exclude a lot of other attributes like if they already have a job or if they don't need money but so you want to end up with people who are looking for ways to turn their hobby into a career so now you understand how to bounce around between these kinds of targeting settings and for whatever your product is you want to go and find a narrow audience who would absolutely be perfect for your product and you want to spend a disproportionate amount of time trying to find the right targeting because if you get the wrong people they're not gonna buy if you get somebody who likes sports but really they're more interested in cooking but you're selling them sports products forget it they're not gonna buy you're gonna waste your money so you've got to make sure that you're really strict about identifying your audience and making sure you are accurately targeting them and then you can move on because this is one of the most important parts of setting up your ad.

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