facebook audience too broad

Facebook Audience Insights, used wisely, helps you connect your brand directly to your customers. Let’s take a closer look at what I mean by “broad” and “specific” audiences. It’s a wellspring of opportunity for B2C and B2B advertisers alike. Facebook’s new targeting options help you improve the conversion rate of your Facebook ads. If not, you went one interest too far. Add your customer list: You can create your Custom Audience in Ads Manager. The Social Media Marketing Society is the ultimate resource for marketers—a place where you can discover new marketing ideas, improve your results, get support, and become indispensable. This isn’t a problem if you know most of an audience is comprised of bona fide prospects, but don’t hustle backwards when you can avoid it. …is a phenomenal way to enhance brand awareness among potential prospects. Run a few new tests each week and you’ll start seeing positive results in no time. Is your mission to bring in more revenue, attract better leads, or increase exposure for your company or clients? They’re affixed with a neat little leather patch emblazoned with your hipster-bait logo. The minimum lookalike audience in the U.S., for example, is around 1 million users. Paying for ads is becoming increasingly important if you want to reach your target audience. Give each test at least 24 hours. There are two general approaches you can take to creating a target audience: specific and broad. On the left side of the dashboard, add a new interest such as “search engine optimization.” Then at the top of the page, click the Likes tab to see a list of page likes from people who like search engine optimization. You give Facebook a strict set of parameters. It’s reasonable to think that if you show a certain ad on mobile and desktop, the cost per click on each platform will be the same as on campaigns that are displayed on only one platform. How to choose a Broad Audience for Facebook Dynamic Ads. … Let me explain why. Learn more about Google Tag Manager here. To test a wider age range, try one of these options: You may be surprised to see that Facebook still shows your ad mainly to your target audience while the cost goes down. The counter argument to a broad approach is: “But I’m selling a niche product and I don’t think one million people will buy my product. Sign up to get our top tips and tricks weekly! This means that the chances are good that they’ll also like your brand and product. You can exclude certain demographics or audiences with specific interests. Here are some potential benefits: To create retargeting groups by time on your blog, specific pages or number of pages visited, use Google Tag Manager. Although a very broad audience is not good for ad targeting, it’s great for gathering a basic amount of data to learn about the people you want to target. Because of this, you don't have to worry about refining too much. This ad, for example, would be great for folks who’d just bought a bungalow, but completely wasted on apartment-dwellers. Facebook allows you to get reasonably interested eyeballs on your product or service and nurture them through dynamic, engaging content from initial exposure until the day you can close a deal (sell a widget, etc.). It’s time to start spreading brand awareness, and there’s no better way to do so than by advertising on Facebook. In the early days of interests targeting, the interests you could choose were limited and usually on a high level (for example, Running, Marathons, Ironman Triathlon). Lookalike audiences are one of the most effective ways to derive immediate value from Facebook ads. Layered audiences are a great way to glean some value from Facebook’s inherent intelligence without spending a ton of cash. Neither type of targeting is inherently superior to the other, and it's almost impossible to not incorporate elements of both into a given ad set. Another easy way to uncover audience data is within your Facebook Audience Insights. Neither type of targeting is inherently superior to the other, and it's almost impossible to not incorporate elements of both into a given ad set. There’s no way of knowing whether their characteristics represent discernable business value that you’d like to mirror. With broad audience targeting, you can reach people who've expressed interest in your products (or products similar to yours), even if they haven't visited your website or app yet. The degree to which they match can be altered (with 1% representing a near-facsimile and 10% being more like a second cousin). But it does increase engagement.. Theoretically, without Audience Optimization, Facebook will show your post on a specific topic to a random 5% of your fans, some of whom may or may not be interested in that topic. Boston, MA 02199. Run three different tests: one where the ad placement is mobile and desktop, a second one for desktop only and a third one for mobile only. Business Help Center. You can then use the data to learn how to target potential new followers and customers. To find out what optimizations are working for you, you’ll need to split test your ads and make sure you test only one thing at a time. Unless your ad campaign is specifically targeting existing customers, don’t waste your advertising dollars on people who are already loyal to you. Choose a custom audience you’ve built or an existing lookalike audience. This seems to be the sweet spot for Facebook. Unfortunately, in many cases, lookalike audiences are too large. The “customer” component of customer file audiences is, uh, negotiable. I've been running Facebook Ads since they first became available and have had a lot of time to experiment on what drives results. To find a smaller and more focused audience for your ad, test your ads using different interests. Even though you’ll likely see higher engagement using broad targeting (simply due to the number of folks you’ll reach), the majority of your Facebook advertising budget should still be assigned to targeted audiences that can be tied to actual business value. When you target a broad audience, people in this audience automatically see products from your catalogue that are probably relevant to them. Use these custom audiences to upsell existing customers, offer a product demo to people who downloaded a specific piece of content: the possibilities are endless. Try adding two or three interests, and keep close tabs to see if your conversion rates improve. Search on Facebook for Business Open Side Navigation MenuClose Side Navigation Menu. (You won’t annoy specific audiences with irrelevant messages. If you want to narrow this audience, you can target anyone who visited your profile, people who engaged with the post or ad, people who sent you a message, or people who saved your post or ad. Lookalike audiences tend to be smaller than the broad, core audiences we talked about a thousand words or so ago. Let’s say you sell high-quality winter hats to people in the United States. Continue with playing with the seed audience until you see more relevant results in Top Categories and Page Likes. While your creative might appear in the newsfeed of an unsuspecting Iowan grandmother in search of the perfect Christmas gift for her Somerville-dwelling grandson, Braxton, odds are your ad creative won’t be particularly relevant to every American. Audience targeting helps you show your ads to the people you care about. You have to define an audience to show your ads to. A broad audience can be a good approach if you're new to creating audiences on Facebook and aren't sure what options to use. You’re looking to take your luxury winter wear brand to the next level. You (and Facebook) won’t be able to find the right people who are interested in your offer. Scale your agency with WordStream software, Digital solutions for your entire funnel presented by WordStream. For example, if you sell homeowners insurance, you’ll want to target people who purchased a home recently. Mistake #4: Choosing a Too Broad or Too Narrow Audience. Facebook. Here’s how to combine interests with a lookalike audience. Testing helps you identify small tweaks to your campaign settings that can make a huge difference in your results. It shouldn’t occupy a large portion of your overall advertising budget, but allocating a small percentage of your Facebook spend to broad audiences like this one will allow your business to benefit from the intelligence of Facebook’s advertising algorithm. By breaking recent home buyers into segments using layered targeting, you can serve completely different ads to the pair of twenty-somethings buying a one bedroom apartment in Brooklyn, the Midwestern family of eight, and the recent divorcee with a beachfront condo in Malibu. This means striking a balance between broad and specific audiences, effectively turning your Facebook advertising efforts into a self-contained marketing funnel. So if you audience is over 1,000,000 try adding in some interests to get it smaller. This allows you to target users who are more technically advanced, use smartphones and are more likely to click on ads. Too narrow and significance is unattainable. To test what works for you, change the interest in the Must Also Match at Least One of the Following box. First, choose the lookalike audience you want to use. When it comes to your more specific audiences—the ones that stand to garner conversions quickly—tweaking your targeting and ad creative based on performance will allow you to ensure that small, valuable audiences aren’t growing frustrated with your efforts. It’s integral for both broad and specific audiences, but for vastly different reasons. Rather than use broad terms, you can choose interests like RunKeeper, Nike+ Fuelband, Jeff Galloway and Runner’s World Blog. You need more detailed insights like job titles, hobbies, and relationship status. This pixel will build a Facebook audience from people who have already visited your blog. 2. Create & Manage Accounts. At the most similar level, Facebook is going to find you the top 1 … Rather than use broad terms, you can choose interests like RunKeeper, Nike+ Fuelband, Jeff Galloway and Runner’s World Blog. A great way to lower your cost per conversion is to expand your age range. Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (46 pages, 60+ charts)! According to Facebook, this is a big no-no: “You want to segment your campaign into many small ad sets to see which one performs best and then use that as a model for future ad sets. Going too granular means excluding good prospects. Once you’ve decided which audience you want to replicate and expand on, you can make the audience larger (more broad) or smaller (more specific and similar to your original audience). You (and Facebook) won’t be able to find the right people who are interested in your offer. In fact, Facebook doesn’t even offer keyword targeting. Now, it can be tempting to split your campaigns into dozens of ad sets based on this information. Example: You are targeting Liverpool football club. 101 Huntington Ave, Floor 7  Audience Insights combines relationship status and location to tell you about the types of people interested in your business. As you build your audience, you’ll notice that the dial on the right-hand side will change to reflect if your audience is too broad, too specific, or just right. As such, their use can hamstring Facebook’s ability to serve your ads to the most relevant users in each audience. However, with that many ad sets, you're unlikely to get a statistically significant number of results for any one of them anyway.”. This is why it’s so important to pair broad and specific audiences, using the former to funnel new prospects towards the latter. The bigger your audience size is, the better chance your campaign has of being successful. While it can be difficult to maintain a solid Relevance Score in an ad set with broad targeting, it isn’t impossible: it just requires an understanding of your audience and perpetual testing. Basically, anything that takes control away from Facebook and can ratchet this: Can be defined as “specific” audience targeting. This typically will improve every aspect of your campaign results. Facebook allows you to layer myriad targeting options on top of one another to create new, granular core audiences. The real magic happens when you use behaviors to subtract users who are less likely to convert. You could feasibly upload any email list and reach Facebook users whose email credentials match. Here are some tips to get you started: Don’t run too many tests in parallel. By significantly reducing the number of people in each audience, you can cater your creative to the characteristics of and actions taken by a group of prospects, improving your chances of success. You can get a lot of great leads from a lookalike audience. The approach you choose depends on what you're trying to accomplish and what resources you have available. From there, you can create new core and custom audiences, steering Facebook users towards making a purchase as you learn more about their characteristics, wants, and needs. Last October, Facebook launched a new feature called Detailed Targeting. Facebook specifies that in tests, Audience Optimization doesn’t increase the organic reach of your Facebook page posts. In general when you target over 1,000,000 on Facebook your audience is broad. Here are a few of the ways you can define these more specific audiences: These (and literally an infinite combination of other specific targeting methods) can help you skip a few stages between a prospects thinking “hmm, this looks neat” and  punching in a credit card number. This is the best way to determine whether an audience is working or not and, subsequently, begin the never-ending process of Facebook conversion rate optimization. The results might surprise you. While it can be scary to cast a wide net, this approach can help you find potential customers you’d never have known existed otherwise. This audience is a group of people Facebook believes is similar to your customers. Now you can define companies, blogs and even influencers as interests. Analyze & improve your digital marketing -- for free! Connect with friends, family and other people you know. Ditto for custom audiences generated based on website traffic; use Google Analytics to determine which pages people tend to visit, ensure the Facebook Pixel is on those pages, create an audience, and serve creative that elaborates on the content prospects viewed. Facebook does not provide any data or suggest how large your audience should be. Pairing this information gathering/brand building strategy with more sales-centric targeting further down the funnel will help you to create a steady stream of prospects for your business. Collect Data by Going Broad: Starting off with a huge audience by going too broad is not at all wrong. In this article you’ll discover eight ways to optimize your Facebook ad targeting. Now that you’ve got a handle on the differences between broad and specific Facebook audience targeting, here are three tips to help you use them both more effectively. Test the option above versus the traditional solo-flying lookalike audience, which is much broader. Simple: you just gotta trust Zuck. They made it so that people would see more personal content in their news feeds and less public content like posts from businesses, brands, and the media. Get this free report and never miss another great article from Social Media Examiner. Here’s an example of a Facebook campaign that reached 234,000 people. Once in your account, go directly to Audiences, then go to Create Audience > Custom Audience > Customer list; Prepare your customer list: Select the identifiers to include, then add the customer list you want to use for your new Custom Audience and give it a name. Creating successful Facebook ad campaigns is usually the result of dozens of optimizations and tests. There is no specific ratio with the percentage of people you should reach within your audience but budget definitely plays a role in how narrow or broad your audience should be. As an advertiser, you can use behaviors to define your audience (for example, Frequent Travelers, Console Gamers or Facebook Page Owners). What’s better? Unless you’re targeting late adopters or a senior audience, select all browsers other than Internet Explorer. Expand Navigation HeaderCollapse Navigation Header. It means that you could add in some additional targeting parameters to get a smaller, more specific audience if you’d like. Several experiments in different categories and industries have shown that adding “must also match” interests leads to a more engaged audience and reduces click/conversion costs by up to 25%. Pro tip: Facebook isn’t too happy about you calling out the interest you are targeting, but when you find a subtle way to do it, it’ll make people interested. Going too broad yields meaningless impressions. This can lead to an audience that's too small to be effective. A broader audience can help (although, inefficiently) gather some level of data and traction, so that you can determine how to narrow your audience. The approach you choose depends on what you're trying to accomplish and what resources you have available. Distinguish between customers and great customers (top spenders, etc.) However, the total potential audience size for all ad groups was over 1.1 million people. It’s amazing for building brand awareness and feeding your funnel. Most people don’t wander around on Facebook with their intent to purchase stamped across their foreheads. ‘Interests’ works in the exact same way as ‘Demographics’, except it narrows audiences by their likes, preferences and (obviously) interests. Here’s a recommended mix of smaller audiences. With Facebook demand from millions of diverse global advertisers, publishers can expand their app’s reach, keep users engaged, and monetize globally. If you’re an experienced advertiser with boatloads of data, you can take this discerning attitude a step further. Looking for new ways to reach your ideal audience with Facebook ads? This allows you to choose “must also match” interests rather than just a group of interests. Please share your thoughts in the comments below. This video holds the truth to the best audience size for Facebook ads. and make lookalike audiences of both groups. Creating Facebook audiences isn’t rocket science, but with the seemingly endless waves of targeting options available, it sure can feel like it. You’re not going to run with just this targeting in perpetuity. 4. Here’s an example of an old high-level audience combination. Here’s a test to try: To remove people who use 2G/3G mobile networks, select only those who use 4G and Wi-Fi. Create a large enough budget. Now, it would be foolish to target people of all ages across the United States…. You’ll find the happy medium if you do the necessary planning. You laugh all the way to the bank. In our 12th annual social media study (46 pages, 60+ charts) of 5,200+ marketers, you'll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! Hear what makes us great -- straight from our customers. But how do you know you’re reaching the right people? You can start out broad and work your way to more niche interests, or start small and expand. While custom audiences are ideal, you sometimes can’t access them initially or you can’t use them to reach more top-of-funnel people. Facebook Audience Insights offers a ton of valuable information that can help you understand your Facebook followers. Requirements for broad audiences . Struggling to find the right Facebook audiences that deliver leads and sales through Facebook advertising? To do this, first you need to install the Facebook pixel on your blog or website. When you target a broad audience, people in this audience automatically see products from your catalog that are likely relevant to them. We actually recommend starting out with a very broad audience, then steadily narrowing with additional qualifiers as you gain insight into what audiences resonate most with your campaign. Cross-platform software to maximize your online advertising. Targeting specifically means, well, just that. The “source audience” for your lookalikes can be any Facebook audience you’ve already created; to maximize their value, though, you should use converters (based on the Facebook Pixel) or customer email addresses. It's always better to have the most specific audience and ad possible. Could your Facebook ad targeting use some refinement? They’re woven from the silkiest alpaca yarn. But more specifically, you can use layered audience to create variations of the new homeowner audience based on characteristics like home type (apartment, condo, single family, multifamily), home value, and household composition. Statistical significance refers to the point at which you’ve accrued enough data to make an educated decision regarding performance. How does this work? Want to confidently secure your future? That’s a win-win. See if you’re managing to hit the sweet spot inside what’s already a well-defined audience. Per Facebook, specific audience targeting “may lead to a potential audience that's smaller, but hopefully also to one that's more interested in what you're advertising than a larger and broader audience would've been.”. But you will have spent a lot of money and pain on a loosing campaign. So how do you find the right audiences on Facebook, whatever your industry and business type? Period. One key way of determining quality (outside of, you know, conversions and revenue) is by checking Relevance Scores. That being said, your ad and offer need to align with your broad audiences’ lack of intent. Using this strategy will result in lots and lots of ad sets and ads, and can be hard to manage and optimize, but in my experience it's worth it. Join thousands of your peers and receive ongoing training, support from pros, and access to a community of supportive marketers who understand your struggle. For example, if your average cost per click is $0.50, start with a budget of $25. The Behaviors section provides hidden optimization opportunities. Your budget 4. Source: Facebook-commissioned MetrixLab study of 100 UK/US/BR/ARG/MX mobile video ads that ran on Facebook in … Share photos and videos, send messages and get updates. The previous results always affect the current results. In general when you target over 1,000,000 on Facebook your audience is broad. It’s no use to create a lookalike of people who, after seeing an ad as a member of one of your broader audiences, have told you to [expletive] yourself. Create an account or log into Facebook. 5. But launching a branding initiative in select areas, to a targeted age range…. There are two general approaches you can take to creating a target audience: specific and broad. With broad audiences, you need to determine and act on statistical significance quickly to avoid hemorrhaging ad spend on massive swaths of tangentially interested Facebook users. They serve your ad creative to a smaller subset of users than you’d reach with broader targeting. Best Audience Size: 500,000 – 1,000,000. Paired with a compelling offer and engaging ad creative, a quality audience of 100 people is better than 10,000 randos any day of the week. Targeting broadly gives Facebook a good chunk of power. Facebook ads aren’t easy to wrap your head around, but with an understanding of audience creation and a cohesive targeting strategy in place, you’ll be well on your way to paid social success. It means that your target audience is rather large and still somewhat undefined. This ties in with my last point, but it’s worth repeating: quality beats quantity. Leverage the Facebook Pixel and proprietary data from your CRM to distinguish between your “oh neat, a link [click] eh” people and those who have already paid for your product or service. If the indicator needle is in the red section of the dial, make your audience … You can’t exclude certain behaviors, but you can bypass them by choosing all other options. Usually, someone who types “buy fine point Sharpie pens” into Google is on the hunt for some insanely dope, reasonably priced writing utensils. Then scroll down to Detailed Targeting and add interests one by one. You’re going to use it to inform the creation of more targeted audiences to whom you’ll advertise with engaging, audience specific ad creative. If your audience is too small, try choosing dozens of companies, apps, influencers and blogs. When that happens, replace the broad interest with something more specific you found among suggested pages to get even better insights. Your options for defining an audience by their interests have changed significantly in the last year. If you’re worried you have a heavy landing page, try split testing between 4G and 3G. Some products appeal more to Chrome users, while others appeal more to Safari users, for example. Facebook lookalike audiences are the cream cheese frosting atop the nut-packed carrot cake that is Facebook advertising. Your past experience creating ads within that industry Those four factors are determinant in selecting a broad or narrow audience when defining an ideal audience size. Of course, doing so effectively requires a nuanced understanding of who you’re targeting and, more importantly, how you’re targeting them. Whatever tactic you choose, make sure to give each method a chance to gain enough impressions to measure it accurately. Don’t tweak an existing one. Higher engagement can be found with Audience Optimization. Instead of writing “Did Liverpool find a new striker?”, You could make it much subtle by using their own language “Did the Reds find the new Torres?”. If your content has been successful with your customers, it will probably work with your lookalike audience, too. It requires that you trust one of the planet’s wealthiest entities (in terms of straight cash and user data) to algorithmically determine which subsets of humanity could be a fit for your product or service. Instagram. Professional Tools. As you already know, there are an uncountable number of ways through which you can define an audience in Facebook. While custom audiences are generally limited—since you need to upload a list or supply users based on on-site in-app actions completed—lookalikes are simply aggregated users whose characteristics mirror those of a selected source audience. Once location targeting is complete, it becomes difficult to identify segments to target. Too broad and you’re white noise. What if your business is extremely broad? Due to Facebook’s algorithm, if you want your test results to reflect future results on future campaigns, it should run at least one full day. Provided you’re not ballin’ on an extremely tight budget, broad audience targeting will expose your brand to net-new prospects: people who’d never have known about you otherwise. Targeting broadly then digging into Audience Insights—check out this killer post from Moz about using this resource to create audience personas—and your reporting will allow you to paint a better picture of the Facebook users who interact with your ads in a positive way. Today, I’m going to teach you how targeting on Facebook works, how to optimize your ad sets for success, and how to use Facebook Audience Insights to learn more about your prospects. Instead, use engagement data from broad and specific audiences to inform your ad creative. Typically, the minimum audience size I’ll use when reaching NEW audiences is one million users – minimum. But that’s not the only issue. Now, this doesn’t mean that Facebook advertising isn’t useful. The minimum lookalike audience in the U.S., for example, is around 1 million users. What tips can you offer? Custom audiences allow you to target Facebook users based on: Of the four possible sources for custom audiences, the most valuable are, without a doubt, customer file and website traffic.

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