How to Create Facebook Audiences that Drive Sales

Use Audience Insights to Identify your PERFECT target
Post by 
Use Audience Insights to Identify your PERFECT target
Published 
April 25, 2020

If you’ve tried running Facebook ads based on audience interests, it can be kind of fun. Searching for things that might target your customers, thinking like they do, and getting that needle in a haystack. Until of course, you run ads and nothing works :/. 

It happens to EVERYONE. And usually because everyone is doing the same thing as you are! Facebook is amazing at collecting data and using it to target your audience. But the fact is, if you give them money, they’ll gladly take it! It’s still up to you to make it work. 

Facebook Ads are delivered via an auction - essentially you’re bidding against other ads and advertisers for impressions. You might ‘lose’ some auctions based on ad quality, success, and other factors. And when it comes to targeting, if you’re keeping your audiences too broad, you’re competing against everyone else who used broad targeting. More competition = higher costs, and less results.

That’s where Audience Insights comes in.

To find it, go to the top left navigation when you’re in your Ad Account > Track and Analyze > Audience Insights.From the first popup, choose “everyone on Facebook”. Then head straight to the Interests section.  

What you’ll do is enter an interest, a competitor, another FB page, anything that matches your audience. (One super advanced way to do this is find actual people’s profiles by perusing your competitors or your own pages, and then seeing what those folks have “liked” on FB). If you’re selling Harry Potter products for example, your first interest might be “Harry Potter”. After entering that you’ll want to click on “Page Likes”. This gives you a list of the top commonalities between those who like “Harry Potter”. So essentially you’re looking for new, deeper interests here that you might be able to target. This could include characters from Harry Potter who have their own page, the author of the book, other books that Harry Potter readers/lovers read, etc, etc. 

You know you’ve found a good interest when you click on Page Likes and ALL if not most of the interests/pages that appear are very similar in nature (as opposed to say, Walmart or Coca Cola). You want to start drilling down.

Find more pages and interests this way, and then enter those into the Interests section and see what Page Likes come up for them. After you’ve collected a good amount, pop them into your ad sets and start targeting super-niche interests and audiences to keep your costs low and sales/leads high.

Pro tips:

  1. Always test, test, test. Use one creative and duplicate it into all these other ad sets in order to see which audience is bringing best results
  2. Audience sizes for ecomm should be between 2m-6m. And, if you have higher or lower numbers, keep them in different campaigns because Facebook will spend the most money on the audiences with the largest sizes (not necessarily what works better).
  3. Audience sizes for lead gen will be much lower, but you can control how many times you’re sending ads to people by using the Frequency metric. If this metric is above 6 you want to spend less money on it, to get that number down. What it means is that on average people are seeing your ad 6 times - higher than that is too much and you’ll start to get some complaints.
No items found.

Join Our Design
Newsletter

We never share your info. View our Privacy Policy
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Join Our Amazing
Community
THere's More

Post You mIght Also Like

All Posts
Apr
26
//
2020

How To Navigate Facebook Business Manager

How To Navigate Facebook Business Manager
Facebook’s Business Manager is kind of like your toolbox. It essentially ‘holds’ your assets inside, like your Ad Account, Business Page, and Pixel. You can give people access to particular assets, or to the entire Business Manager. Creating this setup and organization is the first step.
Apr
23
//
2020

The Anatomy of an Ad That Sells

The Anatomy of an Ad That Sells
Facebook makes it easy to set up an ad, giving you the guidelines to enter text, visuals, links, and more. But there’s a strategy to everything - as well as a right way, and wrong way to do it.
Apr
19
//
2020

This is why your landing page isn’t converting

This is why your landing page isn’t converting
We often talk to clients who are gung ho about Facebook and Instagram Ads, without their business being ready to do it. Their website and landing pages have such poor design, user experience, and information hierarchy that the best ads in the world wouldn’t get them a sale.
Jan
18
//
2019

6-Part Mini Course - COMING SOON

6-Part Mini Course - COMING SOON
The course that shows you exactly how we run ads, based on 15+ years of marketing experience and 5+ years of direct Facebook and Instagram ad experience, countless clients, and hundreds of thousands of dollars made.

@ElasticThemes