How to Use Facebook Audience Insights for Better Targeting

Otherwise, I suggest you go with “Everyone on Facebook” as that gives the most insights. If you need a quick refresher on Facebook, ... Product SocialMediaInbox Conquerthechaosinyourinbox SocialMediaPublishing Everythingyouneedtopublish SocialMediaMonitoring Listenwithoutoverload SocialMediaReporting Metricsthatfocusonwhat'simportanttoyou ForAgencies Theultimatetool,pricedforgrowingteams Pricing Resources AgorapulseBlog Insightsfromindustryexperts OurCustomers Lovedbymarketersandagencies SocialMediaLab Exploringthefrontiersofsocialmedia FreeTools Improveyourresultsatnocost. AgorapulseAcademy SocialPulseCommunity SocialAgencyDirectory LogIn ContactSales Startmyfreetrial TableofContents WhyFacebookAudienceInsightsMatters1.AccessFacebookAudienceInsightsTool2. SelectYourAudience3.DefineYour"Seed"Audience4.AnalyzeTopCategoriesandPageLikes5.SavetheMostRelevantPages6.TestYourNewAudiencesConclusion TableofContents WhyFacebookAudienceInsightsMatters1.AccessFacebookAudienceInsightsTool2. SelectYourAudience3.DefineYour"Seed"Audience4.AnalyzeTopCategoriesandPageLikes5.SavetheMostRelevantPages6.TestYourNewAudiencesConclusion Wanttoreceivethebestofourblogeverysinglemonth? Yes,I’min! AreyoustrugglingwithFacebookadstargeting? DiscoveringwhatyourperfectcustomersareinterestedinisoneofthemostcrucialpartsofFacebookadvertising. Infact,justbychangingoneinterest,youcouldmorethandoubleyourcampaignresults. Unsurehowtofindrelevantaudiencestoimproveorscaleyourcampaigns? Inthisarticle,I’llshowyouexactlyhowtousetheAudienceInsightstooltouncover hiddentargetingopportunities,whichcanresultinastaggering 64.83%decreaseinyouradvertisingcosts. WhyFacebookAudienceInsightsMatters Thegreatestthingabout Facebookadvertisingistheabilitytoreachsuper-specificaudiences. Wecannarrowthem downby: Location Age Gender Educationlevel Relationshipstatus Lifeevents Uniqueinterests Behaviors Yet,everyweekIspeakwith advertiserswhoselectgenericaudiences and endupwastingtheiradvertisingmoney.That’sexactlywhatAudienceInsightssolves. Forexample,don’tpromoteyourrunningshoestopeopleinterestedin“running”(morethan46millionusers injusttheUnitedStates).Instead,usethetoolanddiscoverlaser-specific intereststhatincludeonlythemostpassionaterunners. Anexampleofintereststhataremuchmorerelevanttorunning. Alreadyfoundanaudiencethatconvertswell? YoucanuseAudienceInsightstofinddozensofotherrelatedintereststoscaleyourcampaignsandgetmoresales. Here’showtodothatinsixeasysteps. 1.AccessFacebookAudienceInsightsTool NavigatetotheAdsManager,clickon“Tools”atthetopandselect”AudienceInsights”fromthedrop-downmenu: WheretofindFacebookAudienceInsightstool Ortypewww.facebook.com/ads/audience_insightsintoyourbrowsertoaccessthetooldirectly. 2. SelectYourAudience OnceinFacebookAudienceInsights,selecttheaudienceyouwanttoanalyze: FacebookAudience–EveryoneonFacebook,Peopleconnectedtoyourpage,ACustomAudience EveryoneonFacebook: AllFacebookusers Peopleconnectedtoyourpage:Yourpage’sfans ACustomAudience: Peopleinyouremaillistorwebsitevisitors’audience. Ifyouhaveaverylargefanbaseorcustomaudience(emaillistorwebsitevisitors),youcouldbeginbyanalyzingthemfirst. Otherwise,Isuggestyougowith“EveryoneonFacebook”asthatgivesthemostinsights.IfyouneedaquickrefresheronFacebook,grabthisfreeFacebook100ebook. 3.DefineYour“Seed”Audience Next,usethesidebartospecifythe“seed”audienceyouwanttoanalyze byentering thelocation,age,andgender.Thenaddatleastonerelatedinterestintothe“Interests” field. Avoidgeneric interestslikesports,nature,andtraveling.Instead,choose specificonesrightfromthebeginning: Inthisexample, Iselectedamorespecificinterest–‘Runner’sWorld’–insteadof agenericonelike‘Running’. Youcannarrowtheaudiencedownevenfurther:connectiontoyourpages,behaviors,language,relationshipstatus,education,work,financial,home,marketsegments,parents,politics(US),lifeevents,andmore! Aftermakinganychangestotheaudience,youwillimmediatelynoticehowthenumberofmonthlyactive people changes.Theageandgender chartupdates,too! Seehowmanymonthlyactivepeoplethereareinyourtargetaudience. We couldspendalotoftimeanalyzingdemographics,location,activity,household,andpurchase…ButIliketogodirectlytothe PageLikestab.That’swherethe realmagichappens! 4.AnalyzeTopCategoriesandPageLikes Ifyoufollowedthepreviousstepscorrectly,youcanseetheTopCategoriesthatyourpotentialaudienceisinterestedinandthemostpopularpageswithineachcategory: Ihighlightedjustafewpages,butyoucanseethatmostofthemarerelatedtorunningandfitness–greatforus! What’sevenmoreexciting,youcanscrolldowntoseealistofdozensofpagesrankedbyrelevanceandaffinity: Bydefinition,relevanceis… ThePagesthatarethemostlikelytoberelevanttoyouraudiencebasedonaffinity,Pagesize,andthenumberofpeopleinyouraudiencewhoalreadylikethatPage. Andaffinity: HowlikelyyouraudienceistolikeagivenpagecomparedtoeveryoneonFacebook. So,ifyouseeaveryhigh-affinityscore,itwillbeextremelylikelythattheaudienceyouselectedisalsoliking thosepages. Sometimes,however,Facebookwillnotdisplayanydata iftheseedaudienceissmallerthan1,000people.Inthatcase,removesomeunnecessarylayersoftargetingoraddafewbiggercountries: Ortheoppositecanhappen.Iftheseedaudienceistoobroad,Facebookwillgivesuggestionsthataren’trelevantatall. Whenthathappens,replacethebroadinterestwithsomethingmorespecificyoufoundamongsuggestedpagestogetevenbetterinsights. 5.SavetheMostRelevantPages ContinuewithplayingwiththeseedaudienceuntilyouseemorerelevantresultsinTopCategoriesandPageLikes. Thenscrolldowntothebottomofthepageandrankpagesbyaffinityorrelevance. Lookatallpagesandwritedownspecificinterests,brands,magazines,websites,organizations,communitypages,famouspeople,oranythingelsethatmaydefine thetargetaudience: AnotherexampleofusingPageLikessectionfortargetingideas–thistime,analyzing‘RyanDeiss’asaninterest. Forthat,IliketouseasimpleGooglespreadsheet,whereIsavethepagename,itsURL,andthenumberoffans: Creatingalistofthemostrelevantpagestoyourproductorservicethatcouldbeusedforanyadvertisingcampaigns. Youcanevenaddanextra columnfor yourowncommentssothatyoucanwritedown whichofthoseinterestsareworkingwell afteracampaignfinishes. Note: Youwillnotbeabletouseallofthepagesyoujustdiscovered. Sometimes,eventhesmallestpagescanbeusedforFacebookadtargeting.OthertimesapagewithhundredsofthousandsoffanswillnotappearinDetailedTargeting. 6.TestYourNewAudiences Justbyusing thissimpleapproachtoresearchingtargetaudiences,you’llreachmuchmorerelevantpeopleandgetmorefromyouradvertisingcampaigns. Butifyoureallywantedtosee thedifferencesbetweenthoseinterests,youwould needtosplittestthemandanalyzetheresults. Dothatbyseparatingaudiencesintodifferentadsets.Then,youcanseeexactlywhichinterest isworkingbestforyouroffer: Cutyourcostperconversionbyasmuchas64%byjusttestingafewdifferentinterests. Andlikeintheexampleabove,youmightbeluckytofindsome audiencesthatareconvertingtwooreventhree timesbetterthantherest! Conclusion Forme,AudienceInsightsisthemostimportanttoolonFacebook. ItallowsustoanalyzeallFacebookusersandfinduniqueandveryspecificintereststhatwedidn’tknowevenexisted. Asaresult,wecanshowourproductsorservicestomuchmorerelevantpeople…and convertthemmoreeasilyintoleadsandsales.  Getstartedonsavingtimeandenergyonyourownsocialmediamanagement! CheckoutourfreetrialofAgorapulse tohelpyouschedule,track,andmeasureallyoursocialmediaefforts.   ShareTweetSharePinEmail Morefromtheblog HowtoRunFacebookAds:YourCompleteGuide ByAnnaSonnenberg Nov.22021 WhichFacebookAdObjectiveShouldIChoose? ByAnnaSonnenberg Oct.282021 HowtoCreateaFacebookAdCampaign ByAnnaSonnenberg Jul.232021 × Byusingthiswebsite,youautomaticallyacceptthatweusecookiestoimproveyourexperience.Formoreinformation,refertosection3ofourprivacypolicyhere.Iunderstand