October 20, 2021

Advanced Facebook Ad Targeting: A Research Method for Finding Relevant Cold Audiences


– Targeting your Facebook and Instagram ads is one of the most important aspects that you need to get right and dialed in if you wanna see results from your Facebook and Instagram ads. Unfortunately, it's one of those areas that most people get wrong and is the result of them losing money on their ads. I'm gonna break down exactly how you can be attracting your ideal audience on Facebook inside of Ads Manager.

(music) This is a big mistake that I see people make with their Facebook and Instagram ad campaigns. They don't get the targeting right. I first wanna start this video off by describing the three different audience types that you need to understand for your ad targeting. So, the first one is your warm audiences.

Your warm audiences are your website visitors. They're warm audiences because these people likely know who you are. The second audience is colder audience, not quite warm but not quite cold. These are your lookalike audiences.

Lookalike audiences are additional audiences based on one of your warm audiences, people who have engaged with your Facebook page or Instagram profile, people who have visited your website. Your base audience that you're creating a lookalike audience from needs to be at least 1, 000 people. The third type of audience, the one that we're gonna be talking about here in this video, is your cold audiences. How do I find people on Facebook and Instagram who are my audience? How do I put my ads in front of my ideal target audience? What is going to separate you from all your competitors out there? Doing the research first.

Let's just say I'm in the yoga niche and I'm selling yoga mats, or maybe I have a course on yoga. Most people would go "I wanna target women between 25 and 45 "who have an interest in yoga" and they stop there. It's not a bad thing. There's so many different levels, and so many different layers of that audience that I wanna be clear on.

The first thing I wanna start off with is really thinking through my target audience. What types of brands is my target audience into? Where do they shop? What are their hobbies? Do they read certain books? Do they watch TV shows? That sorta thing. Maybe they shop at Whole Foods. Maybe they're interested in brands like Lululemon, or Lorna Jane, or Athleta.

Maybe they read Yoga Journal Magazine. These are all different options I can target. The other thing to remember is that there are different levels of people within your target audience. If I'm targeting women who have an interest in Yoga Journal magazine, I'm gonna be speaking to them differently than I would somebody who is just starting out.

And so, that's why it's super important to understand the different types of people within our target audience. I like to keep a running list of the targeting ideas that I come up with. Once I get that list, then I use Facebook's targeting capabilities and tools to add to that list. So, the first tool I wanna take you through is audience insights.

Go to business. facebook. com/adsmanager, and from there you go to the three lines in the upper left hand corner. Facebook calls this the hamburger menu.

Go to the All Tools, and then click on Audience Insights. In the left hand column here, we have these different options. I'm gonna go down to Interests. Let's just type in hot yoga.

The first thing that Facebook's gonna show us is the demographic breakdown. You can see here that of the people on Facebook who have an interest in hot yoga, 82% of the audience is women, 18% is men. And then the majority of those people are between 25 and 44. Why is that information helpful? Now, I know to be targeting my ads to women between 25 and 44.

I'm gonna click on the Page Likes tab, and then scroll down to the bottom here. As you can see here, it's giving us a list of different interests that are similar to hot yoga. And this is really where it gets fun, because maybe I didn't even think of Spiritual Gangster as a targeting option that would have my yoga audience in it. I would add Spiritual Gangster to my running list.

What I wanna do here is keep adding to my list. I can click on the See More option, and then keep scrolling down. Here is Yoga Journal magazine, or theSkimm. Maybe I never thought of Brene Brown as an option.

And this is a perfect example of where most people stop. I would absolutely test targeting Brene Brown because the primary audience of Brene Brown is mostly women. I wanna go back up here to the Interests section. I'm gonna X out of hot yoga, and in the Interests, I'm gonna add in here Yoga Journal and see what comes up.

Now, I'm gonna look at different options that are in this list that weren't in the other list. Institute for Integrative Nutrition, I didn't see that in the previous list, but that might be a great option to test. I wanna add that to my list. So, I keep taking options from these lists, and add it back to the interests list, and keep doing the research to compile a nice targeting list to reach my target audience.

So, in addition to audience insights, you can also do targeting research right inside of Ads Manager, inside of the campaign setup, and you would do this at the ad set level. Right now I'm gonna take you over inside of the ad set level, and show you exactly how to do more target audience research using the detailed targeting section. So we get to that inside of our campaign setup. Now, let's type in the exact same thing we just typed into audience insights and see if we get any different things.

So, I'm gonna type in hot yoga. Here's my Hot yoga option. Now I'm gonna click the Suggestions link and see what options come up. Now I get Yin Yoga, Bikram Yoga, Hatha Yoga, Karma Yoga.

Here's our Yoga Journal, here's Brene Brown. Here's yoga teacher, Yoga Alliance. Here's meditation, meditation is the perfect example of something that maybe we didn't think about before, but probably, people who are meditating are interested in yoga. So, I would add meditation to my list.

You can use the Suggestions link right here in the detailed targeting section to find new ideas to target our ads, too. As your compiling your targeting list and you're gonna be setting up your ad sets with your targeting options, what I recommend that you do is group together similar interests within an ad set. I have Hot yoga, let's click on Yin Yoga, and see what that does. That jumps me way up to 6.

4 million people. Maybe I'm gonna stop right there. I'm just, out of curiosity, uncheck Yin Yoga, and if I click on Bikram Yoga, what does that do? That brings me up to a million people. All right, cool.

I wanna choose one more to see if I can get that a little bit bigger, and I'm gonna add in Hatha Yoga, and see what that does. So, now I'm at 3. 2 million people. The ideal potential reach audience size is somewhere, at least a million people, up to a few million people, maybe three, four million people.

The more data that we can give Facebook's algorithm to work with for our ads, the better results that we're gonna get. What we've talked about today is I recommend that you start with a warmest audiences first. The second type of audience that I recommend that you prioritize is the lookalike audience. And then again, the third priority in your targeting priorities is the cold audiences.

If you don't have any warm audiences, no worries. You can start right off with the cold audiences. But if you do have warm audiences, start there, create look alike audiences of those warm audiences, and then also include some cold targeting audiences like we talked about today. So, there you have it, the fundamentals that are gonna get you results in reaching your exact target audience on Facebook, through Facebook's cold audience targeting.

Make sure to watch my friend Mari Smith's video, which is on the screen right here, where she's gonna be talking about how to increase your organic reach. Also, if you've not yet watched my video that's also on the screen here, where I walk you through, step-by-step, how to set up a profitable Facebook and Instagram ads campaign, make sure to watch that video as well.