Facebook Audience Insights

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I’m going to show you how to use Facebook’s Audience Insights tool to find awesome Facebook advertising targeting options for your business. Note: you need to have Business Manager for this.

When do you want to use Facebook’s Audience Insights tool?

Not enough Facebook advertisers use Audience Insights and it’s a fantastic resource. I’m a big fan of targeting look-alike audiences that are based on previous customers. These are people who have already bought the product or service that you’re about to advertise. However, if you have just launched a new product or service or if you’ve just started advertising on Facebook and you don’t have a large pool of people that have who have already purchased from you then you’re not going to be able to advertise to a look-alike audience.

Don’t guess who your Facebook audience is.

Although you can make some assumptions about your audience, it’s better to use the data available. So you’re going to want to jump into the Facebook Audience Insights tool to find awesome targeting options. This is exactly what we do for our clients when we first start working with them. This tool helps us find some great potential targeting options and in only 10 minutes or so. Let’s get started.

Open your Business Manager and select Audience Insights.

You’ll see something that looks like this.

OK, look at the options below. The default country is United States. Change that to wherever you are advertising.

Age and gender – Unless you know that your business and your industry is very weighted towards particular demographics, e.g. if 90% of your customers are female or all of your customers are under 30, leave this sections as it is. We can find some interesting information by keeping the audience broad.

Find your audience

In the Interests field on the left hand side you need to add in something that’s related to your industry but that’s very broad and that many people would have heard of. This would be very popular publications, magazines, websites or industry influencers.

Let’s assume that you have just started producing vegan snacks. These have been registered with the Vegan society. So I’m going to choose the Vegan Society as that’s very relevant to that business.

You will see something like this. This is interesting information but we are going to go to the Page Likes tab. That is where the gold is.

We look in Top Categories first.

Then Page Likes.

The affinity score is how likely people in the audience you entered are to like a given page, compared to everyone else on Facebook. Some of the options you see will be the same as in the Top Categories and some will not. Not everything will be relevant but take a note of those that are. If you don’t know what a page is, click through to see what it’s about and whether it is relevant to your industry.

When a topic grabs you – because it seems super relevant or it comes up in both Top Categories AND Page Likes – go back to the Interests box and type it in.

Note that many pages are not available as interests, so keep trying until you find ones that are. You can use the “see all” button to give you more options. Bear in mind that the further down the Page Likes list you do, the lower the affinity. I’ve put Quorn in (number 8 in top categories shown above) because it’s likely to be relevant to my audience and it’s available as an option.

Options that come up repeatedly are likely to be your target audience. You can see that some aren’t likely to be relevant to us at all. Superdrug does some great cruelty-free toiletries but the relationship to vegan snacks isn’t close enough.

We can see here that Cauldron Foods has appeared here, as it did in the previous search, so we’re probably still on the right track with getting our audience super relevant. We can also see some great options here to investigate, such as Veganuary. Try typing it into the Interests box and see what happens.

Repeat that process again until you have a number of audience options. Remember that categories or page likes that come up repeatedly are probably relevant. Try putting them in the Interests box. Make a list of no more than ten. Then create an ad campaign with one ad set for each audience. Run these ad sets simultaneously with a small budget for each. There is bound to be overlap but you will start to see which audiences perform well and which perform badly. You can assign more budget to ad sets that perform well or switch off ones that aren’t working.

That’s it! That’s how to get a super targeted audience with no real data of your own. It’s fairly quick to do but requires constant monitoring of the results.

Good luck!

If you want to discuss Facebook advertising, get in touch.

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