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Clicks, Conversions, Clients Course > Module 1: Advertising Fundamentals

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LESSON OVERVIEW


Video 10: Basic Targeting Strategies

  • We're going to talk about advanced targeting strategies in a later module, but these strategies are essential when it comes to creating your first ad. 
  • You have every option from location, age range, gender, languages, interest, behaviors, connections, and even custom audiences
  • With location targeting, choose what cities, countries, and communities you want to target. You can put in cities, towns, zip codes, and you can even put in specific addresses and set the radius in miles as to how far you want to go out and include. 
  • When it comes to your location with demographics, you could choose people based on things like age, gender, education, and more.
  • With audience targeting, there's a lot of different options. You have interests, which is reaching people with certain interests, hobbies, or pages they like on Facebook.
  • With behaviors, it's set this to find people based on their purchasing behavior and device usage. You can even set a behavior for the car that someone drives.
  • With connections, you reach people who are connected to your page, event, or app with custom and lookalike audiences. You're creating a customized audience using email addresses, phone numbers, and mobile advertiser IDs. 
  • CRITICAL: You cannot use IDs that have been scraped from anywhere in Facebook at all. This option is no longer allowed and doing so can and will get your entire Facebook account (including your personal profile) disabled.
  • With location targeting, you can target up to 25 countries per ad, and you could target any combination of locations, including countries and cities, States and cities, and cities and zip codes.
  • You could target your ad to specific cities within a selected mile radius as well. So for example, you enter your country and city in the targeted section, check the box next to includes the cities within, and then choose the radius you want to target from the menu. So let's say you want to target only San Antonio, Texas, and then choose between 10, 25, or 50 miles in radius.  
  • Now with age, gender and interests, age and gender targeting, you basically are choosing the minimum and maximum age range of people who will consider your ad to be relevant.   You could choose "all" under gender unless you are specifically targeting men or women. 
  • You click on the browse tab in the interest field and it opens up the most popular categories on Facebook.  You can click on the "plus" sign to see the number of people who are interested in that category. You can also type in interests that you're looking for into that search bar and it brings it up results very much like Google, where you're just typing in interest. 
  • You can choose to enter terms in the search box that can allow you to find millions of additional attributes and suggestions based on those terms you enter, and you can choose to target multiple categories or keywords from interest and behaviors. You can mix and match. So for example, if you choose the categories, fishing and hiking, you will reach anyone who likes either fishing or hiking, not just people who like one or the other.
  • Now for connection, you use this to control whether your ad is shown to people who are already connected to you on Facebook or not. You may choose to show your ad to anyone, only people who have a connection with you, or only those who don't have a connection with you. 
  • You can also use it to show your ads to friends of people who have connected with you, but the more specific your details are, the more effective your Facebook ad will be. 
  • Once you create the audience profile for your ad, you're ready to set the budget and begin targeting.  You just simply choose the connections that you want. You choose the genders, you choose the interest, the location, and the more specific it is to what you're looking for, the more targeted the group is, but also it can make the potential audience size smaller. 
  • In a later module, I'm going to show you the advanced targeting segmentation strategies that I use in order to find the people more susceptible, to not only clicking, but buying anything that you are promoting via the Facebook ads platform.
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LESSON TRANSCRIPT


David (00:00):

Hey everyone. Welcome back in this video, we're going to talk about targeting strategies for Facebook advertising. These are basic strategies. We're going to talk about advanced targeting strategies in a later module, but these strategies are essential when it comes to creating your first ad. So let's get Targeting specific groups of people will help you get your ad in front of the people. Most likely to act on your ad. So you could set your target audience in the ads, create tool. You have every option from location, age range, gender languages, interest behaviors, connections, and even custom audiences. You have tons of options when it comes to targeting people that are more, most likely to buy or test out your product or service. And this is incredibly important when it comes to developing and putting together your ads in front of the right people.

David (01:01):

Let's talk about location and demographics, okay? With location, choose what cities, countries, and communities you want to target. You can put in cities, towns, zip codes, you can even put in specific addresses and set the radius. How far you want to go. When it comes to your location with demographics, you could choose people based on things like age, gender education, and more. So for example, you can create different ads to appeal, to different age groups, different genders, different workplaces, financial situation. It can go on and on and on how you can create different ads for different types of pieces.

David (01:42):

Now, with audience targeting, there's a lot of different options. You have interests, which is reaching people with certain interests, hobbies, or pages they like on Facebook with behaviors. It's set this to find people based on their purchasing behavior and device usage. You can even set a behavior for the car that someone drives with connections. You reach people who are connected to your page event or app with custom and lookalike audiences. You're creating a customized audience using email addresses, phone numbers, and mobile advertiser IDs. You cannot use IDs that have been scraped from anywhere in Facebook at all. That option is no longer allowed. And I'm only saying this in case you are someone who is doing that at this time, or has thought about it, do not load any sort of ideas that you've scraped on Facebook with location targeting, you can target up to 25 countries per ad, and you could target any combination of locations, including countries and cities, States, and cities and cities and zip codes.

David (02:51):

So you have a lot of options. You could target your ad to specific cities within a selected mile radius as well. So for example, you enter your country and city in the targeted section, check the box next to includes the cities within, and then choose the radius you want to target from the menu. So let's say you want to target only San Antonio, Texas, and then choose between 10 25 or 50 miles in radius. That's it. You just simply click on the name of that city or state and choose the radius. And you're able to then set up an ad that only goes out to those people within that radius.

David (03:30):

Now with age, gender and interests, agent gender targeting, you basically are choosing the minimum and maximum age range of people who will consider your ad to be relevant because you could choose all under gender unless you are specifically targeting men or women. Okay? And it's as simple as that. If you want to target both genders, you click all, if you want to target men, you click men, women, you click women with interest based targeting. You click on the browse tab in the interest field, and it opens up the most popular categories on Facebook. And you can click on the plus sign to see the number of people who are interested in that category. Now you can also type in interests that you're looking for into that search bar. And it brings it up very much like Google, where you're just typing in interest. It gives you a selected group of terms that come up in relation to what you're typing in. And it even gives you the specific terms you're looking for. If you match up with what Facebook has available. So you can choose to enter terms in the search box that can allow you to find millions of additional attributes and suggestions based on those terms you enter, and you can choose to target multiple categories or keywords from interest and behaviors. You can mix and match. So for example, if you choose the categories, fishing and hiking, you will reach anyone who likes either fishing or hiking, not just people who like

David (04:53):

Now for connection, connection targeting is you use this control to whether your ad is shown to people who are already connected to you on Facebook or not. You may choose to show your ad to anyone only people who have a connection with you, or only those who don't have a connection with you. You can also use it to show your ads, to friends of people who have connected with you, but the more specific your details are, the more effective your Facebook ad will be. Once you create the audience profile for your ad, you're ready to set the budget and begin targeting. I mean, that's the basics of targeting your audience on Facebook. You just simply choose the connections that you want. You choose the genders, you choose the interest, the location, and the more specific it is to what you're looking for. The more targeted the group is. Now in a later module, I'm going to show you the advanced targeting segmentation strategies that I use in order to find the people more susceptible, to not only clicking, but buying anything that you are promoting via the Facebook ads platform. And in the next video, we're going to talk about setting up payment structures for your Facebook advertising. So everything runs smoothly from beginning to end. 

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