how does facebook target ads

A BETTER way to target Facebook Ads in 2022facebook just deleted thousands of,interest targeting opt

Andrew Hubbard

Updated on Jan 17,2023

A BETTER way to target Facebook Ads in 2022

facebook just deleted thousands of,interest targeting options we also found,out that interest targeting is,inaccurate about 30 of the time and,we're starting to see more and more,examples of people finding the most,success with their ads by using no,targeting options at all so with all of,this going on how do you make sure you,get your ads in front of the right,people at the right time the good news,is there are several things you can and,should do and that's what we're going to,talk about in this video see the way the,facebook machine learning algorithm,works is it puts your ads out there in,front of people and it looks at who,engages and takes action on those ads,then it will go and show your ads to,more people just like those engagers and,action takers so the key is to make sure,that you get the right people taking,action on your ads so that the algorithm,gets fed good data and so it can get you,the results that you're looking for the,first way you can make sure you do that,is by creating ads that speak,specifically to your target audience,what do i mean by that well rather than,writing generic ad copy that speaks to,everyone or to a really broad audience,make sure you're writing copy that just,speaks to your specific target take a,look at this example and i'm not saying,this is a bad ad but what you'll notice,about this ad when you read the headline,and the opening few lines of the copy is,that it's very broad the famous,three-lane marketing method could be for,marketing any type of business it could,be for e-commerce courses,coaching or anything else you can think,of now one way you can make this more,specific really really quickly and it's,kind of obvious is to call your target,audience out directly so instead of just,saying the famous three-lane marketing,method you could say the famous,three-lane marketing method for online,course creators or the famous three-lane,marketing method for coaches what it,comes down to is it's about the who so,who do you want to target and then name,that person or call them out,specifically in your ad copy and the,place to do this is the headline or the,opening few lines of copy because that's,what people see when they first notice,you're out of the news feed here's,another example it's kind of generic at,the moment it says how to convert,clients from small groups well you could,apply what i just said and make this,more specific by calling out your target,audience simply by saying how to convert,coaching clients from small groups or if,you were targeting bookkeepers you could,say how to convert more bookkeeping,clients from small groups so you can see,that tiny tweak makes a big difference,in terms of who the copy speaks to now,one thing i'll mention here is that yes,this is going to probably drive up your,lead costs a little bit but it's going,to lead to higher quality leads or a,higher percentage of your leads being,the exact person you're after because,again if you were say targeting,bookkeepers like i just said and you,used a generic option well maybe one in,five or one in 10 people who come in,through that lead magnet are going to be,the bookkeeper audience that you're,looking for but this way if you call,them out specifically pretty much all of,them are going to be the target leads,that you want so yes it's more expensive,but they're better leads the next thing,you can do to help is tap the like,button on this video that really does,help this channel helps get this video,out in front of more people and it helps,tell me what type of content i should,create more of and if you do decide to,do that thanks so much i really do,appreciate it okay so back to the,serious stuff the next thing you can do,is use creatives that only appeal to,your specific audience so what i mean by,that well most of the creatives that you,see meaning the images of the videos in,the news feed are quite generic but what,you can do is you can flip that around,and use really specific creatives,creatives that contain images or video,that is only instantly recognizable by,the person that you want to pay,attention to that ad for example if i,want to get in front of seo experts or,people who understand seo let's say i've,got a course that teaches advanced seo,tactics and strategies well one thing i,could do in my creatives is use a,screenshot with a chart from google,search console now the only people who,know what the inside of google search,console looks like is going to be,somebody who's familiar with seo or,who's trying to figure out seo right,anyone else who sees that ad are going,to look at that and have no idea what it,is or what it means and that's what,makes this particular tactic really,effective it's instantly recognizable,for the right people and it gets ignored,by the wrong people which is actually,what you want deterring the people who,are not interested in your ad or who you,aren't interested in turning into leads,is just as important as attracting the,right people another example is let's,say you teach people how to use,microsoft excel well in that example you,would use an image or a video that only,people who are familiar with microsoft,excel would recognize let's go even,deeper with an example of that let's say,you have a lead magnet that teaches them,how to solve a specific error that is,common among excel users you could have,a screenshot that just shows an image of,the error or you could have a video that,shows somebody typing into excel and,that particular error appearing if,somebody is struggling with that problem,and they see that ad,of course they're going to click it,because they know that it's going to,help them with the exact problem they're,experiencing right now now that kind of,leads me into the next one that is using,hooks and talking about problems that,only your audience would experience,let's say you've got a company that,teaches bookkeepers how to scale their,business and increase profits well you,could create an ad that says something,like here are three simple tactics that,we use to help businesses increase,profit by 200 percent sounds pretty good,but every business owner wants that that,is so generic and has such a broad,appeal that you're going to attract,every business owner you're not going to,just attract bookkeeping company owners,through that particular hook but if we,change that a little and use a hook like,how we increase our profit per book,keeping client by 200,without cutting corners then that is,hyper specific that hook appeals to,bookkeeping companies and bookkeeping,companies only another example talking,about a specific pain point for the,bookkeeper example could be something,like customer churn is one of the,biggest challenges any bookkeeping,company faces here's how we cut ours in,half really simple hook again it talks,to a very specific pain point we call,out that bookkeeper audience at the same,time so we're kind of blending two,together here it's going to be very,effective in attracting just the type of,leads that we want which leads me to the,next thing which dramatically affects,the quality of the leads that you bring,in and the roads that you deliver from,your campaigns i've actually seen this,change completely turn around the,performance of an ad campaign and it's,often not even thought of when trying to,troubleshoot why a campaign isn't,performing and that is thinking about,who your lead magnet itself meaning the,free opt-in that you're offering who is,that actually attracting into your,pipeline or into your business so what,you want to do is make sure that your,lead magnet attracts people who are,ready and willing to buy from you that,means people who are ready and willing,to buy from you now and have the problem,that you actually solve and people who,are in a financial position to buy from,you as well because if you have a lead,magnet that attracts the wrong person it,doesn't matter how good your ads are it,doesn't matter how cheap your leads are,if they're attracting leads who aren't,actually ready to become customers of,yours yet then the roas is never going,to be there so to do that you need to,create a lead magnet that solves a,problem that the person who is ready to,jump on board become a client or a,customer of yours now is actually,experiencing so they can come in have a,great experience to your lead magnet and,hopefully turn into a customer let's,look at an example because i know this,can be a little bit abstract at first,but let's say you've got a business that,helps other companies scale from six,figures up to seven figures now there,are a set of challenges or problems that,a business experiences at six figures,that they need to overcome in order to,get to seven and those challenges and,problems are different than when you go,from zero up to the first six figures so,your lead magnet shouldn't be appealing,to somebody who's trying to overcome the,challenges of going from zero to six it,should be appealing to the people who,are trying to overcome the challenges of,going from six figures to seven for,example if you wanted to appeal to the,six-figure business owners to help them,get to seven you might offer them a lead,magnet that teaches them how to hire for,key management positions or maybe an,automation guide to automate certain,time-consuming repetitive tasks that,happen once you hit a certain scale now,both of these are real problems that a,six figure business owner will have but,anyone who's got a smaller business will,not be experiencing if they're owning,twenty thousand dollars a year they're,not going to be looking to hire,management positions they're going to be,running everything and so a hiring guide,for managers isn't going to appeal to,them and that's a good thing now what,you don't want to do is have a lead,magnet that's something like how to get,your first clients or how to get your,first 5000 followers on instagram,because that's going to appeal to all of,those newer business owners and while,there's nothing wrong with those,business owners they're not who you are,trying to attract and so generating,leads based on a lead magnet like that,is going to bring you a bunch of leads,and they might be low cost leads but,none of them are going to turn into,customers which is at the end of the day,the whole purpose of running your,facebook and instagram ad campaign right,now when it comes to actually targeting,like setting up an ad set you're,probably still wondering how should i do,that the three things that i will tell,you are broad interest targeting is,number one so instead of going for,specific interest now go for big broad,wide interests okay now this is going to,include a lot of people who aren't in,your target audience but as i said,earlier interest targeting isn't super,accurate anymore anyway and facebook,have actually deleted a lot of the,interest targeting options that we used,to have that were quite specific so go,with broad interests and use these,things that i've just told you create,ads that speak to your specific audience,make sure you're using hooks and talking,about problems that your audience,experiences and make sure you're,creating lead magnets themselves that,actually appeal to this specific,customer that you want to acquire in,terms of lookalike audiences go for,bigger broader look-alikes as well so,i'm tending to find that five percent,look-alikes and above are outperforming,the smaller one to two percent,look-alike audiences and then the third,thing to try is open targeting meaning,you don't target any interests or any,custom audiences you simply target the,countries that you want maybe the age,bracket that you want and the gender and,that's about it you leave everything,else open and then use these things i've,just talked to you about in this video,to do the targeting for you now when it,comes to setting up your ads if you want,to avoid the biggest mistakes that i'm,seeing right now that are costing,advertisers a lot of time and a lot of,money make sure you check out this video,next thanks for watching and i'll see,you in the next one bye

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How To Target Your Competitors' Customers With Facebook Ads!

How To Target Your Competitors' Customers With Facebook Ads!

hi guys has been Heath from lead guru,and in this video I'm going to show you,how to target your competitors customers,with Facebook Ads now why you would want,to target your competitors customers,with Facebook Ads is fairly obvious,particularly if you have a product or,service offering that's better price,that you can undercut your competition,on price or perhaps you've innovated in,some way and the product or service that,you offer is superior to your,competitors product or service and why,not advertise to their customers you,know those people are going to be,interested in what you have to offer,because they're already buying and,equivalent potentially in inferior,equivalent and being able to put your,superior offer in front of them might be,a great way a very cost effective way of,acquiring a lot of new customers and so,the advantage is obvious how do you go,about doing it because it's not as,straightforward and in many cases as it,would seem so there's basically two,methods of doing this I'm going to show,you both and it depends on how large,your competitor is if you go out to do,is it's a big business a well-known,brand it's a lot easier to target their,customers than it is if they aren't so,let's say let's go ahead and jump into,the steps before I do that which one of,quickly mentioned at the end of this,video I'm gonna be telling you about a,new free resource about Facebook,advertising but I think you're going to,find really really useful so make sure,you stick around to the end of video for,that but with that said let's get into,the steps on how we go about identifying,your cutter your competitors customers,and how we go about targeting them so,that you can grab them for yourself and,so I'm in a demonstration Facebook ad,account here and don't worry about all,the example campaigns and stuff I'm just,gonna go straight to the the methods of,doing this if identifying your customers,competitors and targeting them so what,we're gonna do is just I'm just gonna go,into this example CBO campaign here and,I'll create a new ad set and I'm gonna,demonstrate the first method which is it,the sort of easy way the works part of,the time so let's just call this,competitor customer and set okay let's,save that to draft and I what you want,to do very very simply the first thing,you want to do if we do anything else is,test to see whether your competitor this,business is an interest targeting option,so for example I produce a lot of,content on Facebook advertising so if I,was to think I,who are some of the big content,producers to do with Facebook,advertising online and one guy one of,the guys that comes to mind is Jon,Loomer so if I go ahead and pop him in,here okay that hasn't come up maybe I've,spoke John wrong I'm sure he's an option,if I put in Leela oh yeah,so John without an H so Jon Loomer,digital now if I wanted to target his,audience his customers this would be a,fantastic way of doing it because he has,come up here as an option Jon Loomer,digital now he's come up with an,interest and as you can see if I if I,hover over this you can see what,Facebook says so the people that will be,included in this interest targeting,option are people who have expressed an,interest in or like pages related to Jon,Loomer,so that's gonna include people that like,his page primarily most of these people,have been people that like John Lewis,page they could face but can include,some people that have interacted with,this content and things like that on,Facebook but primarily is gonna be,people like his page now the people that,like his page aren't necessarily going,to overlap a hundred percent with his,customers there's going to be people,that like is page then interact with his,business on Facebook that haven't become,paying customers particularly in his,scenario because he's very much a,Content producer in other businesses,people that like the page are far more,likely to be an existing customer but,you can sort of gauge that depending on,what sort of industry you're in what the,competitor is etc but well you can,basically guarantee is that the majority,of his customers are going to be in that,group there might be other people in,there but his customers are going to be,in there so using this as an interest,targeting option if I wanted to target,John Loomis customers let's say I've got,better quality content I mean by the way,for the record I think John would,produce fantastic stuff but if I thought,I had better quality content or,something better to offer the more he,offers then that's something that I,could go ahead and test so the person,you want to do and this is particularly,effective if your businesses are if your,competitor that you're trying to,basically steal customers from is well,known and established brand in your,industry if they're not when you go to,search for them in this little search,box here they simply won't come up as an,option and if they don't come up as an,option you can't use this,the new type is an option great go ahead,and target this audience that's how you,target your customers competitors with,Facebook units so that's method number,one very very straightforward but as I,said the business name won't always come,up here as an interest particularly if,the competitor isn't that large if,that's not the case if that if they,don't come up then you want to go ahead,and use a second method,so for the second method assuming that,your competitor did not appear as an,interest targeting option here at the ad,set level you want to go ahead click on,these three down lines and go ahead and,go over to audience insights but I say,three no lines and Facebook uses,different interfaces for different ad,accounts so depending on whether they've,changed you over to the new version or,kept you in the old version like this,this is being recorded in 2020 it is not,today video but but yeah Facebook,changes different interfaces different,time so don't worry about that whatever,if things are in a slightly different,place the functionality is still going,to be there and that's the most,important thing anyway you want to go,ahead and come over to audience in size,and you want to select everyone on,Facebook okay and the first thing need,to do when using audience insights is,select the locations that you want to,target so for example I'm truly this is,the US for demonstration purposes but if,I was just advertising in the UK I would,want to change that to just the UK okay,that makes sense because whatever the,data whatever data is displayed here is,going to be representative of that,location only some believe it is the US,you will leave everything else open age,gender code etc and then you want to go,ahead and pop that competitor's name in,here now you'd only reached this stage,assuming that the first method didn't,work but let's say for example I wanted,to pop in Jon Loomer,in here I'll use him as a demonstration,for this for this video so the starters,you can find some really interesting,information about your competitors,audience your competitors cust customers,in this section here so I can see that,for example John Loomis audience is,slightly more male than female and,bearing in mind that 55 percent of,Facebook users are female so Facebook is,more slightly weighted female and I can,see that people are far more likely to,be married they're more likely to be,highly educated if they follow Jon,Loomer so you can find,interesting data in here that you may,find useful but the part that I find,really interesting is if you come in to,pay trikes,let's go take a second to load and what,you're looking for and these options up,here so these sort of these are page,likes by category so people that like,the Jon Loomer page you're interested in,Jon Loomer,are also likely to be interested in ezra,firestone and leadpages and add espresso,this things all make sense to me the,people be more like to be interested in,that if they're interested Jon Loomer so,what you want to do is make a note of,all of these interest targeting options,you know Marie Smith these are names,within the industry so make a note of,these targeting options and try and,gather as many as you can,you may need to sense check these so it,might be that some that come up just,aren't really that applicable you know,so these actually all look fairly,applicable to me but for example you can,see that one of them you go oh okay,people that like my competitor liked,that page but that page isn't really,that's not really relevant to my,audience or something like that it's us,finds to discard those otherwise make a,note of all those so you grab this top,section and then you also want to come,down and you want to grab this this this,bottom section down here and here's we,can see affinity scores so affinity is,how likely the audience that you're,researching is to like another page okay,so for example people who are interested,in Jon Loomer so they have a Jon Loomer,interest are unsurprisingly 10,000 times,more likely to like the Jon Loomer paged,in the average Facebook user okay no,surprise there but here's the,interesting part they're eight the half,thousand times more likely to like Rick,Rick more ready and five thousand times,more likely to like social mouths except,etc and you go down the list okay now,that's really interesting because you,want to make a note of all these,targeting options now I call these,targeting options some of them will be,and some of them won't be okay so what,you wanna do is you want to make a note,of these click see more grab a whole,bunch so you can grab ones that are,larger you can see Mary Smith's got a,big one that's,great but just make a note of all these,options here as I said you can keep,seeing more if you need to find 2030,that's absolutely fine you make a note,of those now let's assume that Jon,Loomer digital wasn't a targeting option,when we went to our ad set some of these,options from the combinations up here or,the ones you find down here will be you,will be able to find some that are,targeting options are interest targeting,options in at the answer level when you,set up your Facebook ad campaign and,those you can target okay does that make,sense so let's say for example let's try,and do this as an example so let's say I,was to start here and I wanted to grab,me Edgar,or Facebook for business or let's just,jump from from one to the other so if I,now jump back into ad manager we can,have a look to see whether that's,available or not so now that we're back,in an ad manager we can go back into our,example CBO campaign we can hunt down,our competitor customer ad set that's,one we were working with before click,Edit don't worry about all these,warnings,mr. demonstration had accounts that's,all fine so this is where we were adding,in Jon Loomer but let's say John Neumann,wasn't an option we went over to,Facebook audience insights we researched,John Lumas audience to find those other,options and we could pop those in so we,could pop in for example Facebook for,business okay that sounds like a really,good option and if you want to target,those people or even Mary Smith was one,of the options we could target that,audience instead of okay and if you,wanted to have a number of different,options than fine now because we know,that Marie Smith is the audience is,overlap very heavily there's a high,affinity score with John Loomis audience,there's a good chance that this interest,targeting option is going to contain,John Loomis customers does that make,sense if someone is very likely the,people that like John Leamas page are,very likely to be John nearby customers,the people that might rip John Yuma's,page are also very likely to be Mary,Mary Smith's customers so by targeting,Mary Smith assuming this is assuming,John Newman wasn't available by,targeting Marie Smith and,and people who are interested in people,who are including this audience we are,going to have a number of jon memmer's,customers crew included in our audience,now it's not gonna be a hundred percent,accurate and some will be more accurate,than others okay so be aware that when,you run this maybe only ten percent of,that audience will actually be your,competitors customers but that's still,going to be a lot better than trying to,find them just through other broad,interest targeting options or something,like that this is still a good way to go,about targeting your competitors,customers something I'd recommend you,try it can get difficult,targeting competitors customers on,facebook it's only something I'd really,recommend if your product or service is,demonstrably better than theirs so it,does it have a great new feature are you,better than them on price otherwise,you're gonna have a real hard time,convincing those people just switch from,the current business that they're buying,the product service problem to yours,unless it's much better but if it is,this can work very well I've take a look,at a number of campaigns that have used,this this this strategy of targeting,competitors audiences quite effectively,so so yeah that's how you do it those,are the two methods give that a go and,let me know how it goes okay so I said,the beginning of video I was going to,talk about a free Facebook advertising,resource that I think you'll be very,interested in and that's a free training,that I've put together called three,killer Facebook and strategies to double,all more your revenue and in that,training I've broken down the three,Facebook advertising strategies that we,use all the time for our clients we've,generated seven plus figures multiple,times with each one of these strategies,there try and trusted and work very very,well and I sort of break them down I am,straight exactly how to implement them I,also very importantly tell you which one,you should be using for your business,specifically you know I give three,strategies because one of the strategies,is the one you want to use if you're,advertising a thirty dollar product but,that's not the same as if you're,advertising a ten thousand dollar,service you need different strategies,and that's why we use three I'm not a,big fan of and one-size-fits-all when it,comes to Facebook advertising that just,doesn't work as an agency owner myself I,know that straight up doesn't work so so,go ahead and check out that training is,completely free there will be a link in,the video description,go ahead and click on that,can watch that it's about 60 17 minutes,long something like that I'd strongly,recommend you go through the whole thing,because at the end of the day no matter,what you're doing with your facebook,advertising no matter who you're,targeting as we've covered in this video,no matter how engaging your ad creative,is if you do not have the right strategy,for your products and services your,Facebook ad campaigns will not work they,will not be profitable it's not possible,so number one mistake I see people make,is using the wrong strategy for their,products or services so go ahead and,check that out and and yeah if you join,this video please give it a thumbs up,please subscribe to my channel I really,spaceback appetising related content all,the time and let me know in the comments,you've got any questions if you enjoyed,this video let me know in the comments,that'd be much appreciated and I will,touch your sin thanks a lot guys

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