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What if carefully defining your Facebook Audiences is actually having a negative effect on your ads?
When comparing advertising on Facebook and Instagram to other platforms, the targeting options available is one of the major advantages.
It’s amazing how specific you can be in terms of demographics, interests and behaviours.
However, by getting so specific, it can often leave you with very small audiences.
They might work well in the beginning but you will quickly run out of people and your frequency rates will get very high.
And how certain can you be that you are choosing the best people to target?
Believe it or not, because Facebook knows so much about its users, the algorithm can do most of the hard work for you.
Based on your ad and on the people engaging with your ad, the algorithm will know who to show the ad to and over time it will learn even more.
So my advice is to use larger audiences in each of your ad sets (even combine similar audiences if necessary).
Aim to have one million people in each ad set and even if you have a niche product or local service still try to get your audience to at least 400,000.
Be patient in the first 2-3 days while the algorithm is learning and then watch it work it’s magic!
The size of your audiences matters a lot.
Even though you can choose different interest groups and demographics to refine your audiences you don’t know for sure who the people are that are going to interact with your ads and therefore, hopefully, essentially buy your product.
My tip for this week is to keep your audience sizes larger.
The reason for this is because the Facebook algorithm is so smart that even if you target your ad to a large audience the algorithm can quickly figure out from your ad, and from the first people to interact with your ad, who it should be showing the ad to.
So that’s my tip – go ahead and make larger audiences.
Aim for them to one million people.
Knowing exactly who to target with your Facebook and Instagram ads can be quite a challenge.
Yes, you know (or think you know) about the demographics and interests of your existing and potential customers but it is often easier said than done to be able to target those people with your ads and avoid wasting money on people who are not interested in your business.
Testing multiple audiences will help, but what if you could tell Facebook to find the people who are most similar to your existing customers?
That is precisely what Lookalike Audiences can do.
As I said in this video, if you create a Custom Audience of people who made a purchase on your website (or took any other positive action such as downloading an ebook, registering for your newsletter, adding a product to the cart – or even just visiting your website or engaging with your posts) you can then use that audience as the seed audience for your lookalike audience and as a result, show your ads to the people who are most similar to those people who interacted with your business in a positive way.
This is gold when you are trying to scale your ads without losing the accuracy of your targeting.
When setting up a Lookalike Audience, I recommend that the base Custom Audience you are using contains at least 1,000 people.
In terms of the size of the audience and how similar it will be, you will have a choice of between 1% and 10% of the users in your target location(s).
So, for example, if you want to target people in the United States, and you choose to create a 1% audience you will have a Lookalike Audience of 2.15 million people (1% of the 215 million Facebook/Instagram users in the U.S.)
These will be the people who are most similar to those in your base custom audience, and as you make the audience larger, you will start including people who are less similar.
This week I have one more tip about creating audiences.
This time it’s a Lookalike Audience.
So what’s a Lookalike Audience?
Well, a Lookalike Audience is an audience that you can create based on a Custom Audience that you already have.
So let’s say for example you have a Custom Audience made up of people that have purchased a product on your website.
So what you can do when you go to create your Lookalike Audience is you select that Custom Audience and essentially you’re telling Facebook to go and find the people who are most similar to the people within that Custom Audience.
There are a few options in there as well in terms of how refined that audience will be – how similar they will be and therefore how small or how large the audience will be.
So go ahead and create a Lookalike Audience based on one of the Custom Audiences you already have and I promise you it will be brilliant for your targeting for your Facebook Ads.
Any effective Facebook or Instagram advertising strategy requires the use of custom audiences.
As custom audiences are made up of people who have already interacted with your business, they are a powerful way to re-engage based on previous actions.
However, the value of custom audiences is not just in using them for retargeting…
You will also want to use custom audiences to exclude people from seeing specific ads, and as I will discuss next week, their true power is possibly in the creation of Lookalike Audiences.
This week’s tip is about creating Custom Audiences.
Similar to creating Saved Audiences, within Ads Manager you go to Audiences and from there you can set up a few different types of custom audiences.
Now firstly, what is a custom audience?
Well, a custom audience is made up of people that have already interacted with your business.
There are three main ways this might happen.
One is that they’re on an email list or they’re customers which you can upload to create an audience.
Two is that they have interacted with your Facebook page or some posts on your page in a set period of time.
Or.. the last one is that they’ve been on your website, and that’s why you need the Facebook Pixel on your website as I’ve mentioned before.
So that’s my tip this week.
Go ahead and create some custom audiences for your business.
Knowing your target audience and testing multiple interests, age groups etc. is key to being successful with Facebook Ads.
To be efficient with creating new ads and to get a clear understanding of which groups are taking action, you need to create multiple saved audiences.
You will then have them ready to go when you want to publish a new ad (or promote a post) and you will easily be able to draw comparisons between the results when you use them in separate ad sets.
Ok, it’s time for this week’s Facebook Ads tip.
Following on from last week’s tip when I told you about boosting posts, I want you now, if you’re not already, to go and create a saved audience – or actually multiple saved audiences.
To do that, you go into the Facebook Ads Manager and then in the menu at the top left find “Audiences”, and within there you’ll see a blue button that says “Create Audience”, and you’ll have a choice there to either create a Custom Audience, a Lookalike Audience or a Saved Audience.
When you click on “Saved Audience” you get various different options like age, location, gender and you can choose from a variety of interests.
By creating multiple saved audiences, it’ll then save you time every time that you go and create your ads.
And that even works when you are just boosting posts.
My Facebook Ads Tip this week is about boosting posts.
I’m sure most of you that have a Facebook business page, or even an Instagram business account, have seen the option to either boost or promote a post.
Normally I would guide you against that because there are far better options when you go into the Facebook Business Manager and create an ad from there.
However, if you have never run an ad before I would actually encourage you to go and use a recent post that’s on either your Facebook page or your Instagram account and go ahead and boost or promote that post just so you get some familiarity with what can be done with Facebook ads and the benefits you can get.
My Facebook Ads Tip for this week is to start using the Facebook Business Manager.
Now, while it is possible to run ads through your personal account, it’s much better to have everything set up within Business Manager.
In particular, if you want to give employees access to your pages or to your ad accounts
Or even more importantly, if you want to give an agency or partner access, it’s much easier to delegate everything within the Facebook Business Manager.
And in addition, there are features that are available there that are not available within the personal ads manager.
So that’s my tip for this week!
Go to business.facebook.com and set up Business Manager for your business.
And as always if you have any questions then please feel free to get in contact with me
I’ve decided to post a weekly Facebook Ads tip. There’s a lot of information available on Facebook Ads but often it’s too complicated and the articles and videos can be very long.
I’m going to keep my tips short and very specific so that they are easy to take in, even for beginners.
Facebook ads (which also include Instagram ads) are so powerful for all kinds of businesses and I want to help you get the best out of them.
If you already use Facebook Ads for your business or you’re interested in using them in the future, then I hope you find my tips helpful.
This is the first video in a series of Facebook Ad Tip videos that I’m going to do.
Today’s tip is very simple but extremely important. It’s about the Facebook Pixel.
If you have a website, just like you would put Google Analytics on the website, you must put the Facebook pixel there too.
What it does is it not only gives you Analytics similar to Google Analytics, it also gives you far more data on users using the information that Facebook has.
And more importantly, even if you’re not using Facebook Ads already, if you plan to in the future, what this is doing it is tracking the users and storing that information.
So in the future, you could retarget those visitors to your website with ads.
View your Competitors’ live Facebook Ads and learn from other businesses with the new “Info and Ads” feature introduced last week to provide more transparency to Facebook users. In this video, I explain how to view the ads and how to make the most of this new feature.
In this video, I outline some simple things to do to improve the experience of your website users, how to encourage them to subscribe to your email list by providing more value, and why you’re missing out if your website does not have the Facebook Pixel installed.
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