how to target ads on facebook

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

Andrew Hubbard

Updated on Jan 15,2023

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

The above is a brief introduction to how to target ads on facebook

Let's move on to the first section of how to target ads on facebook

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how to target ads on facebook catalogs

Facebook Ads Audience Targeting Tutorial 2021

Facebook Ads Audience Targeting Tutorial 2021

so you're ready to start creating,facebook and instagram ads that's great,you maybe have your ad ready the image,or video the copy the landing page,now you need to decide who am i gonna,actually show my ad to,this is really really important because,almost everyone has facebook or,instagram so you can reach your audience,with these ad platforms,but the thing is if you show your ads to,a bunch of people,who are not interested in what you have,to offer you could waste a,ton of money and have very little to,show for it so this is where the,audience has come in,you can really re you know target in on,who is your ideal customer and only show,ads to them and,exclude everybody else so that you have,very very profitable,targeted ads and so what i want to do,today is walk you through all the,different options you have available to,you for targeting within the facebook,ads platform,so why don't we hop on the computer and,i'll show you how this works okay so,here we are at,facebook business suite so to create,audiences what you're going to do is,click on more tools right here,and then click on audiences okay and so,what you're going to see,as this loads is you want to,create a new audience so i'm going to,walk you through all the different,options you have available here so the,first one we're going to take a look at,are saved,audiences and so what you're going to,see here let's give it a name so we're,going to create ads for a coffee shop,i went to college at michigan state so,let's,focus on a new coffee shop in east,lansing michigan,so coffee and let's say that it's,primarily,geared towards college students so what,you're going to see here is you have at,the top custom audiences so if you've,created,audiences previously you could add them,here the next thing below that is the,locations this is a physical location so,you know i don't want to be obviously,showing to everyone in the united states,so let's get rid of that and then so,there's a couple options here so if i,put in,east lansing what's going to happen is,you can see the city pops up let's click,on it,and the first thing it's going to give,me is a 25 mile radius so this is a,pretty broad,radius for a physical location so the,thing is,someone who's 25 miles away that wants,to pick up their daily coffee,probably isn't the ideal audience for,this so what you can do here,is if you want to have a radius like so,you can go,all the way down to a 10 mile radius,which may still be,fairly large depending on you know the,city and what it is that you're offering,so what you could click on is current,city only and so it is only going to,show,in east lansing michigan and nowhere,else you could also do targeting by,zip code so i could do 488,is east lansing michigan so you could do,it all the way down as a targeted level,of down to the zip code you can choose,countries you can choose regions there's,a ton of options,so thinking through the type of business,that you offer how do you best,target the audience so what it's going,to show you here is so i have,east lansing michigan you see down below,we're going to get into age and other,stuff,but right now i have a 72 000 person,audience with just the city so this,isn't a huge audience,lots of times you want to be in the,hundreds of thousands if not millions of,people if it's something you want to be,going running on an ongoing basis but,to get started as a coffee shop that's,just getting going,you want everyone to know that you exist,so the thing is if this were a college,town,and we wanted to first let the college,students know that this was available,you could go and change the age range to,say hey,maybe we just want to be advertising,from,say 18 to 23 years old and you can see,that the audience dropped all the way,down to just 19 000 people,you know if this were a product or,service focused on,men or women you could obviously change,you know that audience here,languages are available too so if you,focus on the hispanic market and wanted,to just focus on spanish speakers,you could put in banish here but,in this area i imagine there's not a,huge population,college age spanish speaker so you can,see here you have fewer than a thousand,people,and so that's not something we would,want to do and so let's get rid of that,going down further you're going to see,the detailed targeting so there's tons,of options available for you here,just imagine something related to your,industry type it in and see if it exists,but,you know we could do if we type in,college what you're going to see,come up is it sometimes takes a second,to load,is there's a bunch of different options,of education level of college grad,some college in college so we could just,choose the people who are currently in,college,in east lansing michigan but we're going,to see here the thing is with this is,not everyone upstate,updates all this information so they may,be in this age range they may be going,to college but don't have it on their,facebook or instagram profile so,you know you're going to be excluding,people here so maybe that's not,something that we want to do,we could obviously do,let's see michigan state university so,it could be somebody's school,somebody's interest so if i put michigan,state spartans and they're interested in,it,let's see you know the majority of,people in east lansing,michigan are interested in the spartans,so,those are all the different things that,you have here so there's a bunch of,different targeting options,so you could think about this if you,have a services business or what are the,types of things that maybe your ideal,audience would follow,you know maybe it's oprah so you type in,oprah you have,people interested in oprah winfrey so,you could you know select that and then,see that this,updated so 18 to 23 year olds maybe this,this match together isn't the right fit,but you could also go in for the coffee,shop,and type in let's say cold brew and see,you know you can see here this is only a,65 000 person audience,as a total and so if i select this any,slanting you're gonna get something,really small,but what i could maybe do is if i type,in just coffee in general,you know we could do that and see most,people,you know that the audience didn't get,too much smaller and we excluded the,people who don't like coffee you know so,you can add additional things so let's,say,likes coffee or say tea people,interested in tea,as well and so you're you're adding,stuff up and having a larger audience,you can also exclude things as well so,you could,say people who like coffee but don't,like tea so,right here you see you know exclude so,if i do,let's say here so,exclude people who like tea and so,you're gonna see it went from 5500,to 3300. so there's a ton of options,just think through,who's your ideal audience if we were to,think through other things so for our,business maybe you want people,interested in email marketing so i could,type in say mailchimp,and so you're going to see you could,look for software as you can look for,you know people that are famous within,your niche there's a ton of different,targeting options here,and so what we recommend doing with,different interest-based targeting is,come up with a couple of,different ideas kind of separate those,out if you saw the video that we put up,recently on creating your facebook,ad so you might have different ad sets,one for,say softwares that people use some for,famous people some for other interests,and just kind of have a couple of,different ad sets and over time what,you're going to see,is which ones work which ad copy or,which ad creative works with certain,audiences,and over time continually improve the,ads that you're creating,getting in further you have connection,so people who currently like your page,people who don't yet like your page you,know there's a couple of other things,that you can go through and filter,within,the saved audience let's close out of,that and keep going,so the next thing so if you go into,custom audiences these are people that,have,interacted with you in some way so a,really common way,could be that they've visited your,website so if we click on,you know website one you need to have,the facebook pixel installed so if you,haven't done that i'd recommend you,check out the video on installing your,facebook pixel i'll link to that video,up above right here,but there's a bunch of options so you,could go all website visitors,you could say people who visited,specific pages so that could be we have,a,video challenge called video conquista,so we could say,people who just visited this particular,page we want as an audience so we could,have a,we'll get into later the look-alike,audience of people similar to the,visitors of that,we could create a remarketing campaign,of people who visited that page and,didn't purchase we want to show them the,page again,and get them to come back to it we can,also if we want to only show the ad to,new people,we could say have a certain audience and,then exclude people who have already,visited this page,there's a bunch of different things as,far as creating audiences,you know related to people who have,interacted with your facebook with your,your website in some way so this could,be people who visited this page in the,last 30 days,and then create this as an audience if,we didn't want to create that the next,thing is that's real,really really powerful is a customer,list so let me show you a little bit of,how this works,but basically what you want to do is you,can download their template file,we can do that right now and i'll show,you what this looks like,so it's basically the email phone number,the first name last name zip code,country,you know whatever information you happen,to have on your customers if you put,that into,a csv file like this and upload it to,facebook what they're going to do is,take that information and try to match,people,so this could be used say for the coffee,shop example of have all my customers,and i want to show them ads to remind,them hey come back or it could be used,as we'll get into in a second with,lookalike audience of,creating an audience of people who are,similar to our customers but they,haven't bought from us yet so you,basically fill this out,and then what you can do here is if you,go to,you know next and then what you're going,to do is,you know essentially upload your,customer file so that is the,customer audience so back to custom,audiences let's see,you can do if you have an app there's a,app activity for,video so what you could do here for,example is if you have a bunch of videos,with views on facebook,you can say hey i want people who viewed,at least three seconds at least 10,seconds,they viewed half of the video only,people who viewed 95,of my video on a show adds to if we go,back again,if you have lead form ads you can you,know,use that as a source as well something,that could be really powerful if you,have an audience of either people on,facebook or instagrams you can go to,instagram account and then here what you,would essentially do so this is a lot of,my business partners instagram,so you see everyone who engaged with,this account in the last 365 days but,there's other,options of people who in only engage,with a post,people who saved one of your posts or,saved one of the ads,so there's different options here to go,in and figure out which is the best for,whatever the ad that you're trying to,create,if we go back again you're going to have,essentially the same thing for,your facebook page so what you can see,here is if we choose,one of our facebook pages anyone who,engaged with your page,anyone who'd visited your page engaged,with a poster ad,clicked on any call to action button who,sent the message to your page,there's a ton of options for basically,with the,the custom audiences that we're looking,at now you know within this section,it's someone who interacted with you in,some way so their customers and you,upload the list,they were on your website or app they,interacted with your facebook or,instagram in some way,the next thing that's really really,powerful if you have a group of,customers already or people who've been,on your website,are lookalike audiences so this is,essentially facebook,with all the information that has,comparing a bajillion,different factors of you know a group of,people and finding,the percent of the population most,similar to that audience let me show you,what i mean by that,so if you click on look-alike audience,also when you create some other type of,audience a lot of times it'll prompt you,to say hey would you like to create a,lookalike,of whatever audience it was so that that,page of people who,visited video conquista we could say hey,create a lookalike audience of people,similar to the visitors,of that page and then so what you're,going to do here is choose,a source so we could say the last 30,days of our website visitors,and then we could say what we want to do,is is how many,different audiences we'd like and how,broad do we want it to be,and so we'll have here is if you create,one audience you can say it's,you know one percent the top one percent,most like,our 30-day website visitors the you know,two percent similar all the way to ten,percent,if you want to basically test out how,far away,from your ideal you know customer or,look-alike audience,you can create a couple of different,audiences to essentially test so if you,want to create say three different,audiences we have the one percent,lookalike,we have the one to two percent,look-alike and the three percent,look-alike,and so again what we would do is then,create audience,and so you see here 30-day website visit,or one percent look alike,one to two percent and two to three,percent,so we can just test hey how broad can we,go with our targeting and still get,conversions and run profitable ads so,that's all there is to creating,audiences for,facebook if you're looking for help,creating facebook ads we have this video,right here on your beginner's guide to,creating facebook ads,and the video below will help you set up,your facebook pixel if you haven't done,so yet so hope to see you in those and,future videos bye

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