Find your audience online in 5 simple steps.

Step 1: Set up your campaign using a Messages objective

Use Campaign Budget Optimisation and allow $10 per day per ad set. So if you’re going to test out 4 different audiences, you’ll need to allocate $40 per day. The messages objective feeds out nicely, has a wide range of creative options and encourages interaction. 

Step 2: Set up 3 or 4 different ad sets

Use various interest targeting options. Refer to your client persona for guidance here.

If you haven’t completed a client persona, stop at this point and do that. List out the age, gender, interests and problems you are solving for your ideal audience. What publications to the read, influencers do they follow, what sort of terminology do they use and what sort of images will then respond best to.

Interests can be things like influencers, brands you ideal audience is likely to follow, age of their children, or even life events like recently moved house or recently engaged. Think about things that are likely to be exclusive to your group. For example if you sell golf equipment you wouldn’t use Tiger Woods as a targeting option because his appeal is too broad and he’d be followed by anyone with a vague interest in golf, not just people who play golf. You might try Butch Harmon instead who is a famous golf coach and mosly likely only followed by keen golfers. Use google and Amazon to identify people and brands your target audience are likely to follow. Also check out Facebook Audience Insights tool in Ads Manager. Think about what other pages your ideal customer may also follow and see if they come up as a targeting option in the Interests section when creating your audience. 

Try to get the size of your audience to around 65,000 – 100,000 for this exercise. Once you know which audience is working you can increase the area you are targeting to get a bigger audience and increase the budget accordingly. 

Step 3: Create 3 or 4 pieces of creative for each ad set. 

Use a video or slideshow, a still image and a carousel. Keep your creative as similar in each ad set as possible, as long as it’s appropriate for the audience, This makes sure your audiences are the only variable so you know what you’re testing. Keep the copy essentially the same. You can test longer and shorter copy and different hooks or headlines later on. 

Think about other pages your ideal audience is likely to follow and ad-hack them. Do this by going to the ads library using this link https://www.facebook.com/ads/library and searching for their pages. If they have ads running you’ll see them here. Have a look at the ads for some ideas. DON’T COPY THEM. Model your ads on them and get some ideas but be original and authentic and don’t just rip off their ads…

When you set up your ad creative, only set it up in 1 adset to begin with. Wait till it’s gone through the ad review process and been approved by Facebook and then duplicate the ad set and change the targeting, or you can just create new ad sets from scratch. The reason for this is to avoid getting multiple adsets disapproved at the same time if there is something in your ad Facebook doesn’t like. This way you can edit your ad if you need to and then roll it out into other ad sets. If you get multiple adsets disapproved in quick succession you risk having your ad account flagged as low quality or even deactivated. Check out this link to Faceook advertiser Term of Service https://www.facebook.com/policies/ads/

Step 4: Run the campaign for 3 or 4 days 

This allows enough data to be collected to see which people are responding to your ads. We generally like to see a reach of 1500 people per adset. Depending on the cost per 1000 your ad is getting you may reach this number sooner. Often there will be 1 ad set that is getting a higher engagement than the others. You may not get any messages so look at soft stats like click through rates (CTR). As a benchmark we’re looking for a CTR of 1%.   THESE are the people who are interested in your product or service.

Step 5: Turn off the losing ad sets.

Now you know your audience, you can turn off the worst ad sets and prepare to start testing different offers. You may have more than 1 ad set that is getting good CTR’s. That’s great! It means your product or service has a wider appeal and you can advertise to a bigger potential market. 

That’s it, it’s that simple to find out who on Facebook is most likely to respond to your ads. Now that you have have your audiences figured out you can run similar split tests trying out different offers, different images, different ad copy and really start to refine your advertising to get the best return on your investment. 

If you need help with any of this, you can reach out to us my messenger HERE  or by email on sales@orbitmarketing.com.au 

Leave a Reply