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Targeting Your Facebook Ads | e-CBD

Targeting Your Facebook Ads | e-CBD


Shake your sillies out This is Luke from e-CBD and we’re going live today to talk about Facebook Ad
Targeting. Look Facebook ads in and of themselves are such a broad subject and
there are so many options. Facebook Ads are a wonderful way to
reach out to potential clients and customers. But today we’re just going
to focus on ad targeting and so we’re not going to talk about ad types or that
kind of thing we’re just gonna talk about how to best target people within
Facebook using Facebook Ads. So the first thing we encourage you do is take a look
at the Facebook Insights. Now if you haven’t already looked at it, you go to your
Facebook Page and page settings and kind of in that more – where you’re
doing more of that editing and changing your Facebook page – you’ve got quite a
few options in there, if you look for Insights in there you can go there and
the two areas you want to look at in particular are People, the People tab, and
that gives you Age, Gender and Location information which can be very helpful to
to understand who’s already engaging with your posts and your page
and so that can be really valuable of course. The other thing you want to look
at, and this is more kind of in the ad creation side of things, is the
Post tab where you can look at the kind of posts that people have
engaged with previously and so that can help you in that ad creation stage
in going okay look these particular images might work
particularly well etc or this particular type of language etc but we’re not
going to cover that today we’ll look at that probably in another
Facebook LIVE episode. So the other thing that you want to look at is Facebook
Analytics. Now to be able to access Facebook Analytics you need to have a
Facebook Pixel installed on your website. If you don’t have one on your website
that’s definitely something you should look at doing, especially if you want to
get the most out of your Facebook Ads. So once you’ve got that Pixel installed,
and if you need help with that you can always talk to us, then you can go the
Facebook Analytics area and particularly you want to
look at People, the People’s tab, which is on the left hand side of the navigation
and then Highlights and then usually that data will probably line up fairly
well with your Insights but this is actually looking at people who are on
your actual website and what it gives is instead of just showing you how people
engage with you on Facebook and your Facebook posts it’s showing you okay
this is how people are then engaging with your website and then giving you
relevant demographic information about those people and how they’re engaging
with your website from a Facebook perspective which is a bit
different than Google Analytics which we’re going to talk about next. So Google
Analytics if you haven’t got it installed on your website definitely
that’s something that we’d encourage you to do because otherwise you’re just
flying blind you don’t know who’s on your website or how they’re engaging or
where they’re coming from, which pages they’re visiting, how many people visit
your website each week or day etc and most importantly have you got goals set up?
Do you know you know when somebody submits a lead? Do you know when somebody
purchases? Have you got eCommerce set up so you can see how much revenue you’re
making out of each purchase? All those sorts of things Google Analytics
can give you that information. It really helps you to target
everything that you’re doing, all of the actions you’re taking to make
your website more profitable. So if you’re looking at Analytics, what we’d
encourage you to do – look and with all these analytical, when you’re looking
at this data I’d say at least 30 days data. Insights I think only gives you 28
days. Facebook Analytics does give you a lot longer, a much wider range of
period that you can look at but then Analytics will go from as soon as you
install it, all the way up to the present day. So some people can have up to five
years of information about people and how they’ve interacted with their
website. So I would say at least looking at 30 days worth of data maybe three to
six months or more. Then you can – look, you can do so much
with Analytics if you ever looked at Google Analytics obviously it can be
quite daunting at times, so I’ll give you one area that you can at least look at.
Go in to Acquisitions on the left navigation then from there go to
Channels which shows you all the different ways people are coming to your
website, the traffic, and then Social and then Facebook and what that will show
you is purely people who have come to your website through Facebook. So
then to make a bit more, make that a little bit more meaningful you can use
the Secondary Dimension which you’ll see is kind of at the top of the data, below it says Secondary Dimension and then in there you can
include things such as City and that will tell you which cities people are
coming from to your website from Facebook or you can look at Device
Category which will tell you Mobile, Tablet or Desktop and which is
most popular for those people who are coming from Facebook and then finally
maybe you want to look at the pages and which pages people are visiting when
they come from Facebook. Now that brings me to important point with all this
information there is there’s an informational bias. You’re looking at
what exists already so that doesn’t mean that necessary you should set
up your Facebook Ads to do exactly the same thing, maybe you want to try and
target outside of all of these people, so maybe you go – look I
can see a lot of 25 to 35 year old people are coming to my website and
they’re engaging with me on Facebook but I think maybe people who are a little
bit older need to know about me and my brand and my products and services so
therefore I’m going to target them with ads. So you’ve got to kind of remember that
that’s what’s happening now so therefore like I said that you may want to
target exactly those same people or you may want to look at targeting people who
are outside of the norm or what’s actually happening. So take all
that information maybe want to write some things down, write some notes down
let it all kind of distill in your brain and then okay, how do we start targeting?
So this is going to be practical, we’re gonna kind of walk through those steps of
targeting on Facebook. First of all your budget.
Minimum $5 a day I think is probably reasonable, you can do lower with certain
types of ads but I think if you want to give enough exposure to the ads I think $5 a day minimum and then what
you want to do is you’ll find that Facebook will actually prompt you
depending on the type of ad whether you’re spending enough or whether you’re
not so that’s also a factor to consider Geographical targeting. So if
you’re a local business obviously you want to keep it within probably a fairly
tight local area but maybe sometimes you’re on experiment with that may reach
further afield, like I said you might wanna – all your people coming from
a certain area, maybe you can service people outside that area and maybe
that’s who you want to target. With national businesses, again you can target
in areas we’ve had success before or maybe you want to try and reach people
outside of those areas. Age and gender okay like I said you can target
those people who are most engaged or maybe you want to expose yourself to
people who haven’t engaged with you as much. Now the detailed targeting, this
is where I think it can get a little, because there’s so many options and from a
marketing point of view Facebook gives you so many options as
far as people’s interests, relationship status, financial status, their home
ownership, whether they’re renting, all these sorts of things so it’s very
powerful in that regard but can be a little bit daunting as well because – what do you choose? What I’d suggest is choosing
kind of your main focus area so let’s say you’re a cupcake store, okay, you want
to try and show your ads to people who are getting married, so that obviously
you can do some wedding cupcakes. So therefore obviously targeting people who
have identified themselves as being engaged in your particular area, then you
might want to further narrow that by including people who are interested in
cupcakes and maybe your particular area and niche that
you’re strong in and then you may even want to narrow that further by say
targeting people who might have a gross income of
$60,000 or more because your cupcakes are a little bit more expensive
or yeah – depending on whether they’re paying for the wedding or not I guess –
but yeah so you’re using that targeting to narrow it down and
kind of work through. And you gotta be careful that sometimes you can narrow it
down too much, but you want to experiment and look with all of this
experimentation is key but also then giving those experiments long enough, at
least I’d say two weeks one to two weeks and sometimes preferably a
month and then looking back and going okay how did that all work? Look
at that data again and see did you see a positive result or did not work. Finishing up. Connection types so
obviously certain ad types might be applicable to people who are already
connected with your Facebook page, maybe you want to target people who
are friends of people who like your page so it’s like a word-of-mouth type
ad. So that can also be very powerful and again editing placements so like if we
found out in Google Analytics that people from Facebook or
mostly on mobile devices maybe we just want to focus on mobile
placements or maybe want to push out towards Instagram on the Facebook
Advertising. So think about your placements in that regard. Sometimes
again maybe you want to start broad – maybe start simple don’t kind of over
complicate it and then as you go on and as you see the results each
month as your as your advertising you try and work out okay
what’s working let’s do more of that and let’s improve on it as best we can.
All right that’s a whole load of information and I know some of you
probably go what’s he talking about and I don’t understand half this – that’s
why we’re here, we’re always happy to answer your questions and we can
certainly help you if you need help with your Facebook Advertising or
installing a Facebook Pixel or making sense of that analytic data we
can do information learning sessions with you. So if you
have questions reach out to us through Facebook or through our
website or phone and then yeah we’d love to hear from you. So next
week we-‘re going to look at ad creation and gonna learn how to again best create ads that
are going to return the most value for the money that we’re spending because
Facebook certainly doesn’t need more money in its pocket at $180 a
share. So thanks very much, thanks for watching and look forward to seeing you
again. Thank you.

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