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Hey, I decided to give some value back to this forum, as it was so life-changing (and still is) to me. Since Facebook/Instagram advertising is what I do, I want to share some of my knowledge.
There is not other place like Facebook, where you can reach your customer so precise, despite all the scandals it is still one of the best marketing platforms. I will try to give some basic information first, if you like it, I will roll out more of that. Or maybe we will start discussions and learning process will be more organic. Appreciate your feedback guys! And other marketers input!
------------------------------------------------------------------
Part 1
So we can cut this in 3 major parts.
1. Targeting/audience – whom you are sending your message.
2. Actual ad/the message. There are smaller parts on this – copy and picture. While I am not a copywriter, I don’t want to dig into those too much, there are way better sources than me, and about pictures you probably forgot more than I ever learned, haha J
3. Actual offer/sales funnel – this is a place where you land your audience. While Facebook offers some different campaign targets – "post engagement" for example. Usually where you get most value is "conversion campaigns" and for those campaigns, you usually send people outside Facebook (Facebook constantly adding “Inside Facebook” options, like build in stores etc. but lets put these aside for now).
Let’s talk about 1st point today: THE AUDIENCE. If you have this one wrong – everything else will be BS too 😀
It’s pretty obvious but it is easier to say than to actually do: you have to paint a picture of your target in your head. How does it look, where they hang out (in Facebook), what do they like, interests etc… Like in hunting or fishing, more you know about your target, easier it is to catch, haha
To make things easier, this is usually an order I would recommend to follow when creating an audience:
Look for...
1. Competitors – if I market Coca-Cola, probably same people who like Pepsi, might be interested in Coke. At least they are drinking fizzy drinks for sure. Your competitors already have your audience, so go and borrow them (actually steal it, but just not to feel bad, let’s call it this way, haha). Competitors can be direct, like Coke and Pepsi, and indirect – maybe some juice companies Timbark, Ocean Spray etc.
Doing this you usually have enough reach already.
2. Interest – if competitors is not enough you dig into interest, to expand or narrow down your audience. Maybe your fizzy drink is special (I took crapy example in fizzy drinks, now I have to roll with it… haha), targeting Pepsi alone you’ll get millions of people in your audience, maybe that might be too much with your budget and strategy, so you will target only athletes, because your drink has vitamins, minerals, isotonic qualities etc… So you target someone who also runs marathons, goes to the gym etc... this will narrow down your audience. It works for expanding too, just add some interests and you have a bigger audience.
3. Demography – this is first thing armatures thinks when picturing THE TARGET. This is what pros think last… In fact, if you just starting out with the campaign you don’t care about that too much in the beginning. Unless you’re selling tampons, you will cross out men, or some video games maybe not relevant to 65+ grannies (at least not relevant for enough amount of grannies to be interested in 😀).
In most cases I just run my campaign and later, when I have a bit of data, I start to break down my audience into gender, age, mobile/desktop etc. If I have a limited budget, maybe I will cut underperforming groups. Ideally, I want everything as separated as possible:
One ad to 20-25 males desktop, second ad to 20-25 males mobile, third to females 20-25 mobile and so on… That is an ideal world. More isolation I have, more control I have, more flexibility I have to pull off positive ROI. And in some cases (I would prefer don’t have those cases) it’s a matter of cents if you are profitable or not, haha 😀
End of Part 1
------------------------------------------------------------------------------
Let me know guys if its valuable for you and I will add other parts in here to.
Best wishes!
There is not other place like Facebook, where you can reach your customer so precise, despite all the scandals it is still one of the best marketing platforms. I will try to give some basic information first, if you like it, I will roll out more of that. Or maybe we will start discussions and learning process will be more organic. Appreciate your feedback guys! And other marketers input!
------------------------------------------------------------------
Part 1
So we can cut this in 3 major parts.
1. Targeting/audience – whom you are sending your message.
2. Actual ad/the message. There are smaller parts on this – copy and picture. While I am not a copywriter, I don’t want to dig into those too much, there are way better sources than me, and about pictures you probably forgot more than I ever learned, haha J
3. Actual offer/sales funnel – this is a place where you land your audience. While Facebook offers some different campaign targets – "post engagement" for example. Usually where you get most value is "conversion campaigns" and for those campaigns, you usually send people outside Facebook (Facebook constantly adding “Inside Facebook” options, like build in stores etc. but lets put these aside for now).
Let’s talk about 1st point today: THE AUDIENCE. If you have this one wrong – everything else will be BS too 😀
It’s pretty obvious but it is easier to say than to actually do: you have to paint a picture of your target in your head. How does it look, where they hang out (in Facebook), what do they like, interests etc… Like in hunting or fishing, more you know about your target, easier it is to catch, haha
To make things easier, this is usually an order I would recommend to follow when creating an audience:
Look for...
1. Competitors – if I market Coca-Cola, probably same people who like Pepsi, might be interested in Coke. At least they are drinking fizzy drinks for sure. Your competitors already have your audience, so go and borrow them (actually steal it, but just not to feel bad, let’s call it this way, haha). Competitors can be direct, like Coke and Pepsi, and indirect – maybe some juice companies Timbark, Ocean Spray etc.
Doing this you usually have enough reach already.
2. Interest – if competitors is not enough you dig into interest, to expand or narrow down your audience. Maybe your fizzy drink is special (I took crapy example in fizzy drinks, now I have to roll with it… haha), targeting Pepsi alone you’ll get millions of people in your audience, maybe that might be too much with your budget and strategy, so you will target only athletes, because your drink has vitamins, minerals, isotonic qualities etc… So you target someone who also runs marathons, goes to the gym etc... this will narrow down your audience. It works for expanding too, just add some interests and you have a bigger audience.
3. Demography – this is first thing armatures thinks when picturing THE TARGET. This is what pros think last… In fact, if you just starting out with the campaign you don’t care about that too much in the beginning. Unless you’re selling tampons, you will cross out men, or some video games maybe not relevant to 65+ grannies (at least not relevant for enough amount of grannies to be interested in 😀).
In most cases I just run my campaign and later, when I have a bit of data, I start to break down my audience into gender, age, mobile/desktop etc. If I have a limited budget, maybe I will cut underperforming groups. Ideally, I want everything as separated as possible:
One ad to 20-25 males desktop, second ad to 20-25 males mobile, third to females 20-25 mobile and so on… That is an ideal world. More isolation I have, more control I have, more flexibility I have to pull off positive ROI. And in some cases (I would prefer don’t have those cases) it’s a matter of cents if you are profitable or not, haha 😀
End of Part 1
------------------------------------------------------------------------------
Let me know guys if its valuable for you and I will add other parts in here to.
Best wishes!
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