¶ Facebook Ads
Welcome back to the Art of Online Business , where we are discussing Facebook ads . My wife and partner in business is here and her name is Jamie . Hi I thought it would be really good to have her here because she brings a different perspective to Facebook ads during this year , which is 2024 , the recording time of this video .
Like , she's already been managing a couple of ad accounts and you actually learned how to manage Facebook ads from one of our Facebook ad mentors which is not who taught me Facebook ads . So we have kind of different perspective which helps us kind of tag team and client accounts and work together to get good results .
Right , yeah , yeah . Well , let's get into it .
Today we are talking about audience targeting 101 . So if you're confused when you open up Facebook ad manager , who do you target ? How do you target ? What are the best things interest to target ? Possibly like what kind of targeting is going to get you the best results ?
Well , we're going to demystify that for you , and so my first question for you , jamie , is somebody says who do they target ? Can you tell me , like the basics of targeting , like what do you process through when you put together targeting for your clients ?
Right . So the first thing is your warm audiences , which , in Facebook ads manager , is going to show up as your custom audiences , and so those are the people who have already entered into your business ecosphere , so to speak . So these .
That's what I say .
Stole that straight from you . But those are all of your people who have already visited your website . They're on your email list , they have maybe already purchased something from you , they are your Facebook followers , your Instagram followers , all of those people who are already connected with you . They already kind of know , like and trust you , right .
So that's your warm audience , and then from there you have your cold audience , which , again in ads manager , it's going to look like . Your look alike audience is what it's called , and so you're going to create those look alike audiences , which is literally what it sounds like . It's a lookalike of your custom audiences .
So people who are like the people who are already in your business ecosphere . Does that make sense ?
Makes sense to me . Somebody might be like but how does that get done ? What's technically going on there ? And the answer to that is you're telling Facebook a custom audience , a core audience , and you're saying hey , facebook , since you collect 52,000 data points on every single user , creepy , huh .
That is weird . Right , that's a lot .
They know more about us than we do . It's warm . I want you to tell me like 2 million more people who like the top 1% , basically , of all Facebook users that share the most in common , and Facebook , hopefully , will give you an audience of like 2 million folks .
Right .
There's a cold audience .
There's a cold audience . Another cold audience you can have is an interest-based audience , and this one I get my interest based from my , directly from my clients .
So when they do their intake form , their intake questionnaire , about their business and everything , some of the questions that I'm asking them is what is your ideal client avatar , right , where do they shop ? What websites do they shop ?
Where do they shop , they shop , yeah , that's actually that helps , that does help okay for example , if you have people who are crafty they're gonna probably some of the main places they're gonna shop are hobby lobby , one of your clients .
Joanne fabrics , yeah , is in the crafting niche .
Right , right , right yeah okay , yeah , and so that's because they're going there for fabric . They're going , and so that's actually a very useful thing to know is where they shop .
And so what were some of the audiences that you found , based on where they shop ?
Right . So different websites , things like that , that they that your audience might be interested in , or , for example , just crafts in general , or sewing or jazz music , or you know , it depends on what it is , but you can . You can find a lot of people and have a huge interest-based audience .
And so find Facebook , find me , people that like or are interested in this .
What are some of the other questions that you have on your intake form that help them tell you interests to target ?
Right , so yeah , so where do they shop ? Even who are your top competitors ? Yeah , what Facebook pages or Facebook groups might they be interested in ? What publications do they like ? Things like that .
Yeah , and so what this is is you're asking yourself these questions , answering them and then going into the detailed targeting section inside of the Meta Ad Manager and then typing in those answers and seeing which ones are targetable , and then you note those down in your spreadsheet and you target away .
I think somebody listening right now would be like well , what are the most important audiences to test ? First , because there's so many different cold audiences , right ?
Right , can I go back to the interest base really quick , though ? You gotta just look in Ads Manager , though , because not everything is gonna be in there , right , but you also , as you're searching , you might you might find some other things that you're like oh I didn't know that this was in here .
For example , I was surprised that , like sewing machines like sewing machines is in ads manager , yeah , yeah , and it had a quite a large audience .
And so he happens to have two clients that are in the crafting , sewing niche and I have never worked with anybody like remotely close to that niche . Yeah , it is yeah .
But not everything is going to be in ads manager , so some specific things that you're looking for as you type it in , it's just not going to show up . So but you will get lots of other ideas if you search . You know a general , a general topic like crafting or sewing or things like that , and then you'll get other ideas too for how to .
Oh , I didn't know I could target this specific interest .
Well , since our gardener is about to start leaf blowing outside , what was the question that you had for me ?
Oh , so I wanted to know what order should you test ? In which audiences do you start with first ?
I like to go with audiences in the order of value . So I think of the custom audience , right , that we're building a cold audience of like what's the most valuable custom audience ? That's probably going to be and you have to test that's my disclaimer you have to test but that's probably going to be people who have bought from you already .
Yeah , and if you don't have people , there are a lot of people who have bought from you Because Facebook needs a good-sized audience . So a good-sized email list to upload would be 600 people or more . So if you're like Quajo , I don't have 600 clients .
I've been in business for like three years but that's not six hundred clients yet , even though I'm loving life , okay , great . So it's not gonna be the customer email list , but think about your entire email list . That's the next order of value , because they have chosen to give you their names and their emails and sit on and that's like that's .
That's a valuable exchange . You know , not everybody does that , as you know , if you're running your own ads or if you've like put a link in Instagram for free , like . So the next value is , or on the value list , would be someone who is warm-ish .
Maybe they follow you on social media , specifically Instagram or Facebook , or if you have a strong blogging presence , then that next most valuable audience could be people who visit your website .
Right .
And did you know that you can target ? If you have lots of people that visit your website , you can target like the top 5% of those people as by like time spent , so the people who spend the most time on your website . You can even target them versus everyone .
Oh yeah , I knew you could target website visitors , but I didn't even know to that specific degree .
Well , because you can target the top 5% , the top 10% and the top 25% of your best website visitors . So the thing about a website visitor is it includes everyone who's visited your website , which also includes people who click the link and they bounce right off the website and they don't look at anything .
So , like , yes , that audience is good to test , but if you have a huge blogging presence , it's actually very beneficial for you . Or if you just have a lot of website traffic , to build a lookalike audience off of the people who spend the most time on the website .
And again , the disclaimer is is just because those audiences I've now listed them in order of quote unquote value to your business ? I've seen what would be a lower value audience , cold audience , like a lookalike outperform . What would be a higher value audience ?
Definitely .
And it just comes down to testing . So if you want to get lower lead costs or make more sales , you just have to test those audiences .
Right .
Always . If you only use one , then you're definitely leaving money on the table . And if you don't get my free guide the 7 Biggest Mistakes that Burn Through your Hard-Earned Cash in Facebook Ad Manager , you're also leaving money off the table or throwing it off the table . So that is in the links in the description below .
It's tutorials inside of Facebook Ad Manager . I'm showing you the mistakes and I'm showing you what to do instead of those and like screen share with tutorials . So it's not fluff , it's good stuff right , get down there .
And I do have one more question , because you can put a time frame in there . So what is better ? Isn't it better to have usually a hundred and eighty days versus three hundred and sixty days ? You want people who have more recently had interaction with you , so to speak , correct . Yes , yes .
In many cases , what she's talking about is the retention of the audience , and so , like if I choose website visitors , I think the maximum that Meta will let me do is 180 days , but you could tell it 10 days , and all that means is that audience updates dynamically .
And so if you tell it 50 days and that audience will only ever contain people who have visited your website in the past 50 days and if you have a lookalike audience built off of that , then that lookalike will constantly be updated based on the people who have visited your website in the past 50 days .
I like to do 180 days , because 180 days how many ever months ? That is like six , six months , six months . Yes , I got it right . Is that that's people ? There's still some recency there . You're in their memory right some audiences . You can expand that retention of the audience to 365 days , but I don't like doing that , because do you remember what you ?
were a year ago . A year ago , I mean , do you remember what you ate yesterday ?
Right , I was looking at iPhone stuff a year ago . I know like that's pretty much a fact , but otherwise it's all fuzzy what even happened last week yeah let's keep it more recent so , speaking of recent , our kids went to school today .
Kind of crying well , I wasn't crying at all but jamie was emotional as we were taking pictures and little videos to put online so our parents could see that anything else to talk about .
I think , I think that's it . That's the basics of audience targeting . So yeah , you just have to make sure that you create those audiences first in Facebook Ads Manager before you go ahead and start up your ads , so that way they're already there .
You just go to that audiences tab , create audiences , and then you'll set up all of them and it'll ask you right there you do the custom and then it'll ask you do you wanna make a lookalike of this audience ? Yes , I do , thank you .
So everything is already right there so that when you go in to set up your ad campaigns you can just click on those customer lookalike audiences . That's very easy .
Just wanna encourage you .
¶ Avoid Meta Ad Manager Ignorance Tax
Meta Ad Manager , that piece of software . It's just a minefield of mistakes wanting to be made . Get that guy , get that it is . There's different things to click and choose from , and then you've got all these suggestions from Meta that show up automatically to quote , unquote , improve performance , but you don't know which ones are good and which ones are trash .
So get that guy that I made the seven biggest mistakes that burn , through course , creators' cash and don't pay so much ignorance tax , like we don't want to be ignorant . Don't pay the ignorance tax and until the next time you see us or hear from us , take care and be blessed . Bye , bye .