how to target audience on facebook ads

I Found A BETTER WAY To Do Facebook TARGETINGin this video i'm going to show you a,better way to do

Ben Heath

Updated on Jan 16,2023

I Found A BETTER WAY To Do Facebook TARGETING

in this video i'm going to show you a,better way to do facebook targeting now,the technique i'm about to share doesn't,work for every business,it works for most and for those that can,use this technique it could be an,absolute game-changer i'm talking about,broad or open targeting and before i get,into the pros and cons of broad open,targeting and explain when you do and,don't want to use it just want to,quickly show you what it looks like in,case you're not familiar with with the,setup so if i just quickly create an,example campaign in an example ad,account i'm just going to create a sales,campaign for demonstration purposes and,if we jump over to the ad set level,broad or open targeting is exactly what,it sounds like it is adding in,nothing,at the targeting area,you obviously enter in your target,location,that's important that so you could use,broad open targeting at the local level,national level international level but,you don't add in any age parameter,restrictions any gender restrictions any,detailed targeting options no interest,behaviors demographics no custom,audiences no look-alike audiences no,language criteria you just leave it open,open targeting and the idea is that,you're allowing meta to work out who is,the best people for you to be,advertising to who is most likely to,take your desired action go on to,purchase going to become a lead etcetera,that's what this looks like now for,those of you who haven't seen or heard,about broad or open targeting as a,facebook targeting technique before this,might be quite shocking you might be,thinking surely you need to add in some,information you need to give,give facebook give meta,direction in terms of who to advertise,to who's going to be interested in your,stuff that's not always the case the,businesses that can use this i'm going,to get to that in a minute can see,incredible results there's some real,pros associated with broader open,targeting the first one is that you're,obviously going to operate with large,audiences as large as you can possibly,get and we know that all things being,equal larger audiences tend to perform,better than smaller audiences there's a,number of reasons for that it gives meta,more flexibility in terms of when they,can show your ads who they can show them,to if a particular segment of your,target audience is really expensive they,could advertise to other people there's,also lots of people that may be,interested in what you have to offer but,wouldn't necessarily be included in the,interest that you're targeting because,facebook's just not going to be able to,capture everyone within that interested,who is actually interested in that thing,these interested demographic behaviors,aren't 100 accurate with broad open,targeting you're allowed to reach those,people,with broader open targeting you're also,able to scale campaigns massively if you,can get your campaigns to work well to,produce a really good return on ad spend,you can scale them and you can scale,them and you can scale them if we're,running open targeting in the uk you can,see on this right hand side over here,we're looking at an audience size of 45,to 53 million in the us is going to be,200 million plus these audiences are,absolutely enormous the scalability is,fantastic with really large audiences,you also run into ad fatigue issues far,far slower if you're really detailed,targeting and you've got small audiences,you're going to run into ad fatigue,issues pretty quickly you're going to,have to constantly be putting new ads in,that's particularly annoying if you've,got ads that have been working well well,with broad targeting open taxes you can,just leave them running scale it ad,fatigue issues might take years,literally years in order to present,themselves so there's some real,advantages to doing this it's also often,a good idea for facebook advertisers,that aren't experts yet to go with open,targeting that you're far less likely to,get something wrong to overspecify to,make your audience too small or just to,miss the mark and use a interest or a,behavior targeting option that just,isn't appropriate a lot of facebook,advertisers particularly beginners get,that wrong they completely jeopardize,their campaigns with open targeting,that's far less likely so those are the,reasons why you would want to use open,targeting and they're pretty compelling,but there are some negatives there are,some cons associated with this as well,that i need to cover so firstly it can,take facebook meta a long time to work,out who within this enormous audience,that you're giving them is actually,likely to take your desired actions,actually like you purchase is actually,likely to become a lead if you're giving,facebook an audience of half a million,people or you're giving facebook an,audience of 200 million people they're,usually going to get find the right,people within that smaller audience much,much faster so you can get worse results,initially you can see an extended,learning phase and of course with these,massive audiences sometimes meta just,does not work it out we've launched,campaigns using open targeting and we,just had a feeling that,even though there's all these audience,options and there's testing going on and,the learning phase happened that just,the right audience has not been found,within this massive audience we've,switched over to more specific more,detailed targeting and seen better,results that doesn't always happen but,can happen is something you need to be,aware of if you're going to use broad,targeting or at least test it that that,may well be the case in your ad account,and along those lines open targeting,doesn't seem to work as well if what you,offer is fairly specific and fairly,niche if it's something that's,relatively hobbyist that only people,that are interested in that specific,hobby are likely to be interested in,purchasing signing up for whatever it is,however your sales cycle works if it's,really quite specific if it's like you,know some sort of fishing equipment and,only people that go fishing and perhaps,only people that go fishing for a,certain type of fish in a certain,setting whether it's fly fishing or you,know whatever are going to be interested,in that well open targeting is probably,not the best option in those scenarios,because only a tiny tiny percentage of,the people that could see the ads are,actually even going to be interested in,the slightest with those more specific,options we do find that adding in,detailed targeting options works better,and that of course leads me into when do,you want to use open targeting and when,do you not want to use open targeting as,i said at the beginning of the video,this targeting technique can be an,absolute game changer but not for every,business there's only certain businesses,that can use this and see fantastic,results so,if your product or service has broad,appeal the opposite of what i just,described about something being really,niche really specific if there's lots of,people within the population you're,going to be targeting that are likely to,be interested in whatever it is anything,to do with health and fitness anything,to do with the home anything to do with,career success these are all things that,have very very broad appeal um open,targeting can can work well there's,obviously other options things like food,lots of uh retail products like apparel,jewellery these are things that have,have really broad appeal across the,population so that's the first box that,you want to take when you're trying to,decide whether or not to use open,targeting the second one is how much,conversion data has already accrued in,your ad account if you've got a brand,new ad account open targeting doesn't,work so well in order for meta to be,able to work out who within this massive,audience you're giving them is likely to,purchase likely to become a lead etc,it's much better if there's a good,amount of data on who takes those sorts,of actions who does purchase who does,become a lead within your ad account so,ideally you would have at least 500 to 1,000 conversions registered in your ad,account before you start to use open,targeting and of course the more,conversions and i say conversions not,everyone could optimize for conversion,so let's just save results the more,results that you have in your ad account,the better so an ad account with 10 000,conversions is going to perform better,with open targeting usually than that,account with a thousand and that account,with a hundred thousand conversions or,half a million conversions is better and,better it's simply because more data um,puts more information into meta's,machine learning process which helps,them deliver a better result find the,specific people within this massive,audience you're giving them that are the,best prospects to advertise to so the,more data in your account the better and,if you've tested open targeting broad,targeting it didn't work in the past and,you think back and you think oh yeah i,only had 20 conversions in the ad,account but you've got a whole bunch,more now you will do in the future try,retest you may well be pleasantly,surprised with what happens with the,more data being in your ad account open,targeting may also be the best option if,the area that you're advertising in,there's not that many people in there to,begin with so let's say you're a local,business for almost all local businesses,that we advertise we will have an ad set,that is set with open targeting because,if their total area the the total number,of people that live within the area that,this company operates in is say 200 000,people well we don't want to narrow that,down and make that more specific that's,already plenty small enough there are,also scenarios where you might be,advertising to a whole country but that,whole country might just not have that,larger population in which case you know,if a country that you're advertising in,has only got let's say less than 10,million people,an option for your targeting could be,open targeting just advertise the whole,country because it's just not a huge,amount if you're operating a country,with a much larger population maybe,that's less important but smaller,population countries and definitely,local businesses only advertising in a,certain area we will nearly always use,open targeting even if the product or,service is fairly niche and more,specific we will we will still try this,broader approach so if you do meet those,criteria i mentioned i would certainly,recommend giving open targeting a go you,very little to lose by testing it and it,could be an absolute game changer could,really help improve the results of the,campaigns that you're running right now,it could also provide a really great,path to massive scalability we've seen,that with so many ad accounts give it a,go and let me know how it goes in the,comments and before you go there's,something i want to quickly mention and,that's my company lead guru specialist,facebook and instagram advertising,services we're a specialist agency we,create manage and optimize facebook and,instagram ad campaigns for our clients,if you're interested in finding more,there's a link in the description you,can click on that book a call with the,team member find out more information no,obligation of course and uh yeah maybe,we get a chance to work together and,whether or not you decide to test open,targeting it's also important to run,other ad sets with detailed targeting,options and test those to see which,performs best to do that effectively you,need to know how to find inexpensive and,low competition target audiences i'll,show you exactly how to do that here,there's a free tool that almost no one,knows about but can be really really,helpful for finding those less,competitive inexpensive target audiences,go ahead check it out

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

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how to target audience on facebook ads 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 business.facebook.com,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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