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Facebook Ads Audience Targeting Tutorial 2021
3K views
May 27, 2024
In this tutorial video, viewers are guided through the process of setting up audience targeting for Facebook Ads in 2021. The video covers how to create custom audiences, lookalike audiences, and how to use detailed targeting options effectively. Aimed at marketers, advertisers, and business owners, this tutorial provides step-by-step instructions and practical tips on maximizing ad relevance and reach through precise audience targeting strategies on Facebook and Instagram.
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0:00
So you're ready to start creating Facebook and Instagram ads. That's great
0:03
You maybe have your ad ready, the image or video, the copy, the landing page
0:08
Now you need to decide who am I going to actually show my ad to? This is really
0:12
really important because almost everyone has Facebook or Instagram. So you can reach your audience with these ad platforms
0:19
But the thing is, if you show your ads to a bunch of people who are not interested in what you
0:25
have to offer, you could waste a ton of money and have very little to show for it
0:30
So this is where the audiences come in. You can really, you know
0:33
target in on who is your ideal customer and only show ads to them
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and exclude everybody else so that you have very, very profitable targeted ads
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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
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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
0:57
So to create audiences, what you're going to want to do is click on more tools right here and then click
1:03
on audiences. Okay. And so what you're going to see as this loads is you want to create a new audience
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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 our saved audiences
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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
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I went to college at Michigan state. So let's focus on a new coffee shop in East Lansing, Michigan
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So coffee, and let's say that it's primarily geared towards college students
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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
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The next thing below that is the location. So this is a physical location
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So, you know, I don't want to be obviously showing to everyone in the United States
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So let's get rid of that. And then, so there's a couple options here. So if I put in East Lansing
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what's going to happen is you can see the city pops up. Let's click on it
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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
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So the thing is someone who's 25 miles away that wants to pick up their daily
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coffee probably isn't the ideal audience for this. So what you can do here is if you want to have a radius, like
2:15
so you can go all the way down to a 10 mile radius, which may still be fairly large depending on, you know
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the city and what it is that you're offering. So what you could click on is current city only
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And so it is only going to show in East Lansing, Michigan, and nowhere else
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And you could also do targeting by zip code. So I can do 48823 is East Lansing, Michigan
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So you could do it all the way down as a targeted level of down to the zip
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code. You can choose countries, you can choose regions. There's a ton of options
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So thinking through the type of business that you offer, how do you best target the audience
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So what it's going to show you here is so I have East Lansing, Michigan
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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
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So this isn't a huge audience. Lots of times we want to be in the hundreds of thousands
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if not millions of people, if it's something you want to be going running on an ongoing basis
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but to get started as a coffee shop, that's just getting going
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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
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college students know that this was available, you could go and change the age range to say, Hey
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maybe we just want to be advertising from say 18 to 23 years old
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And you can see that the audience dropped all the way down to just 19,000
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people. You know, if this were a product or service focused on men or women
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you could obviously change, you know, that audience here, languages are available too
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So if you focus on the Hispanic market and wanted to just focus on Spanish
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speakers, you could put in Spanish here, but in this area, I imagine there's not a huge population, college age, Spanish speakers
4:01
So you can see here you have fewer than a thousand people. And so that's not something we would want to do
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And so let's get rid of that. Going down further, you're going to see the detailed targeting
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So there's tons of options available for you here. Just imagine something related to your industry
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type it in and see if it exists. But you know, we could do
4:20
if we type in college, what you're going to see come up is it sometimes takes a second to load
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is there's a bunch of different options of education level of college grad
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some college in college. So we could just choose the people who are currently in college in East Lansing
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Michigan, but we're going to see here. The thing is with this is not everyone updates all this information
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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
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you're going to be excluding people here. So maybe that's not something that we want to do. We could obviously do
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let's see Michigan state university. So it could be somebody's school, somebody's interest
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So if I put Michigan state Spartans and they're interested in it, let's see
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you know, the majority of the people in East Lansing, Michigan are interested in the Spartans
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So those are all the different things that you have here. So there's a bunch of different targeting options
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So you can think about this. If you have a services business or what are the types of things that maybe your
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ideal audience would follow? You know, maybe it's Oprah. So you type in Oprah
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you have people interested in Oprah Winfrey. So you could, you know
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select that and then see that this updated. So 18 to 23 year olds
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maybe this, this match together as in the right fit, but you could also go in for the coffee shop and type in, let's say
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cold brew and see, you know, you can see here, this is only a 65,000 person audience as a total
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And so if I select this in East Lansing, you're going to get something really small
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but what I could maybe do is if I type in just coffee in general, you know
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we can do that and see most people, you know, that the audience didn't get too much smaller and we excluded the people who
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don't like coffee, you know, so you can add additional things. So it's a likes coffee or say tea people interested in tea as well
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And so you're, you're adding stuff up and having a larger audience
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You can also exclude things as well. So you could say people who like coffee, but don't like tea
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So right here you see, you know, exclude. So if I do, let's say here
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so exclude people who like tea. And so you're going to see it went from 5,500 to 3,300
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So there's a ton of options. Just think through who's your ideal audience
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If we were to think through other things. So for our business, maybe you want people interested in email marketing
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So I could type in say MailChimp. And so you're going to see, you could look for softwares. You can look for, you know
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people that are famous within your niche. There's a ton of different targeting options here
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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
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If you saw the video that we put up recently on creating your Facebook ad
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So you might have different ad sets, one for say softwares that people use
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some for famous people, some for other interests and just kind of have a couple of different ad sets
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And over time, what you're going to see is which ones work, which ad copy or which ad creative works with certain audiences
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And over time continually improve the ads that you're creating. Getting in further, you have connections
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So people who currently like your page, people who don't yet like your page
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you know, there's a couple of other things that you can go through and filter within the
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saved audience. Let's close out of that and keep going. So the next thing
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So if you go into custom audiences, these are people that have interacted with you in some way
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So a really common way could be that they've visited your website
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So if we click on, you know, website one, you need to have the Facebook pixel installed. So if you haven't done that
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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
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So you could go all website visitors. You could say people who visited specific pages. So that could be
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we have a video challenge called video conquista. So we could say people who just visited this particular page we want as an
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audience. So we could have a, we'll get into later the lookalike audience of people similar to the visitors
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of that. We can create a remarketing campaign of people who visited that page and didn't purchase
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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
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we could say have a certain audience and then exclude people who have already visited this page
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There's a bunch of different things as far as creating audiences, you know
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related to people who have interacted with your Facebook, with your, your website in some way
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So this could be people who visited this page in the last 30 days
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and then create this as an audience. If we didn't want to create that
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the next thing is this really, really powerful is a customer list
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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
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We can do that right now and I'll show you what this looks like. So it's basically the email phone number
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the first name, last name, zip code country, you know, whatever information you happen to have on your customers
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If you put that into a CSV file like this and upload it to Facebook
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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, Hey
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I have all my customers and I want to show them ads to remind them, Hey
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come back. Or it could be used as we'll get into in a second with lookalike audience of
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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
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And then what you can do here is if you go to, you know
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next and then what you're going to do is, you know, essentially upload your customer file
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So that is the customer audience back to custom audiences. Let's see
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You can do, if you have an app, there's app activity for videos
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So what you could do here, for example, is if you have a bunch of videos with views on Facebook, you can say, Hey
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I want people who viewed at least three seconds, at least 10 seconds, they viewed half of the video
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Only people who viewed 95% of my video on a show ads to if we go back
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again, if you have lead form ads, you can, you know, use that as a source as well
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It was something that could be really powerful. If you have an audience of either people on Facebook or Instagrams
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you can go to Instagram account. And then here, what you would essentially do
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So this is loud on my business partners, Instagram. So you see everyone who engage with this account in the last 365 days
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but there's other options of people who only engage with the post people
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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
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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
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So what you can see here is if we choose one of our Facebook
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pages, anyone who engaged with your page, anyone who visited your page engaged with a post or ad clicked on any
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call to action button who sent a message to your page. There's a ton of options for basically with the
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the custom audiences that we're looking at now, you know, within this section, it's someone who interacted with you in some way
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So their customers and you upload the list, they were on your website or app
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They interacted with your Facebook or Instagram in some way. The next thing that's really
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really powerful if you have a group of customers already, or people who've been on your website are lookalike audiences
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So this is essentially Facebook with all of the information that has comparing a
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bajillion different factors of, you know, a group of people and finding the percent of the population
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most similar to that audience. Let me show you what I mean by that. So if you click on lookalike audience
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also when you create some other type of audience, a lot of times, it'll prompt you to say, Hey
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would you like to create a lookalike of whatever audience it was
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So that that page of people who have visited, visited video conquista
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we could say, Hey, create a lookalike audience of people similar to the visitors of that page
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And then switch you're going to do here is choose a source. So we could say the last 30 days of our website visitors
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And then we could say, what we want to do is is how many different audiences that we'd like and how
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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, 1%
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the top 1% most like our 30 day website visitors, the 2% similar all the way to 10%
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If you want to basically test out how far away from your ideal
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you know, customer or lookalike audience, you can create a couple of different audiences to essentially test
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So if we wanted to create say three different audiences, we have the 1% lookalike
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we have the one to 2% lookalike and the 3% lookalike. And so again, what we would do is then create audience
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And so you see here, 30 day website visited or 1% lookalike
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one to 2% and two to 3%. So we could just test, Hey
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how broad can we go with our targeting? And still get conversions and run profitable ads
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So that's all there is to create audiences for Facebook. If you're looking for help creating Facebook ads
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we have this video right here on your beginner's guide to creating Facebook ads
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And the video below will help you set up your Facebook pixel if you haven't done
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so yet. So hope to see you in those and future videos. Bye-bye
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