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Facebook Ad Campaign Targeting & Audience Insights 
By Mitchell Gandy Posted October17, 2015
audience insights and targeting. What we wanted to go over in this video was setting up targeting for when you're getting your campaign started. What we do to do that which is leveraging our dream 100, our customer avatar and audience insights. Audience insights is so powerful that it is basically the driving force when we're creating almost any decision making with our targeting and for our content and our ads.
Facebook Ad Campaign Targeting & Audience Insights 
To get to audience insights, you're in ads manager, go to tools and click audience insights right there. This is audience insights. What we first want to do is we want to make sure that we have a customer avatar for all of our exact ideal customers. Then we want to have our dream 100 list which is a list of at least 100 or 200 of the people who we would ideally want to partner with, our competition, who we would want to affiliate our staff, if we were to sell our products or services to their customers and followers, that would be an ideal situation for us. We compile a list of our dream 100. We develop our customer avatar or multiple customer avatars. 

Once we have those in front of us, we can start to develop our target audience. Now, audience insights is what we use to do that. We'll typically go in. We'll pull from our dream 100 and what we'll do is we'll say, let's say that Carl's Jr. is a huge, towards the top of the list of our dream 100. We know strongly that they're either our number one competitor or they're in a market that is similar to ours and our customers and clients, our potential clients are already buying and using their products and services. We put in Carl's Jr. here. Say on Facebook you like Carl's Jr., and you're in the United States, you are more likely to like these things from these categories. If you like Carl's Jr. and you live in the United States and you're 18 and up, you're a man or a woman, you are more likely to like Snooky, Daniel Amos, Brent Rivera, Nash Greer as the most popular public figures for that particular interest on Facebook. 

The Data Never Lies
What we can do with this data is we can say, because we know and understand that Carl's Jr. is our ideal dream 100 list, they're on our dream 100 list, we can take and group our dream 100 list along with these additional closely related interest and we can start to develop groups. When we first develop our targeting, we want to have a group so that we can start to test our ads. That is usually the best place to start because there are a lot of unknowns whenever we're starting a new campaign. We still don't know exactly how effective it is going to be to sell our message or our product or our service. We don't know exactly what creative is going to resonate with which audiences. 

The Dream 100 Will Set You Free
Because there are so many unknowns, we want to go into this thing. Basically pulling together a big group of our target audience that we're feeling extremely confident in. We really want to feel extremely confident when we're picking our number from our dream 100, we can just use our dream 100 list as our ideal group and just group all of those dream 100 list as an interest and take that as our initial targeting. We can add to that group by selecting one interest or multiple interests or all those interests and then coming down here and finding what these additional interests are more likely to have. If they like Carl's Jr., we know that they're 10 times more likely to like Baskin-Robbins. It's reasonable to put Baskin-Robbins in the group that we'll be targeting out the gate because we know that they're 10 times more likely to like Baskin-Robbins if they like Carl's Jr. We know that they're a similar group of people. We can extend the size of the group that we're going to target with our immediate, our initial targeting with our new campaign.

We can extend the size of the group by adding in these additional interests so that we can create a large group that we're confident in but that we can start to test and develop our creative, and in the same time start to test and develop our landing page and then make the improvements to our offer. That is how we use audience insights to start to develop that initial targeting for our new campaigns and ad sets. You would develop that list and you can save it. What we would do is we would just open a text file. We would add in all of our list and then we would go into power editor. We create our new campaign. 

Then our first ad set. We open our ad set and we would start to select and develop that audience of our group, our initial group. We want that group to have a good size to it so we can start ... I always like to start our new campaigns with a relatively broader approach to targeting. That way we know that if we can start to see some initial signs of success with a broader targeting, we can make adjustments and put in more specific targeting to our landing pages and our creatives and dial in and get a lot more success once we're going through the testings phase. 

We're going to have a video later on specifically how we go through the testing phases and how we go through the scaling phases. Through those two videos, we'll get into more specifics about how we use audience insights to do our testing and scaling, as well as how we do our testing and scaling through power editor. But for this video, I just wanted to give you a general ideal of the thought process we're going through when we're creating this new campaign, regardless of what type of add campaign we're running. We start with a more broad group that's developed from our customer avatar from our dream 100. We're really confident in that group. We don't go too far outside that group. 

Start Small And Scale To Success
We want that size to be a larger relative size to how much money we plan on spending for this initial start.  Let me rephrase that. If we do the best we can do with our dream 100 and our customer avatar and we develop an audience that's about 2 million, then we would probably want to spend about $20. We probably wouldn't want to spend too much more than that. But we like to test about $20 per day to start out the gate to really give us some data because if we're spending less than $20, a couple of dollars, we're really not going to get that much data in that initial day. We wouldn't want to have too large of an audience where it was 10 million, 20 million, 50 million. 

We wouldn't want to get too large with our audience so that we didn't get some specific data but we wouldn't want to get too small with our audience either. That way, because it would be too narrow. We would burn through our audience quickly if we used too small an audience. Between 5, 10 million is usually a pretty good starting point, up to 20 million. We could probably still get some good data. I'd like to spend between 20, 30, $40 potentially. $40 is a lot. I like to target about $20 per day out the gate. We'll start that campaign again. We like to start everything 12am. In that first day of testing, we'll spend $20 towards the end of the day. We'll get a lot of good data. 

We'll go into the specifics about each particular type of ad and how we go through our testing but for in general, that's about the idea about how we want to start this process. We go with the general broader audience and then later on, I'll go into more specifics with our testing video and our scaling video about how we make those adjustments, how we evaluate our success. Hopefully that gives you some good insight into where we start, how we leverage audience insights, how we come up with this first target audience, how we then establish that in our ad set, before we even created our ads, before we even gone into how we start that ads process and that create process when we're deciding on a picture and copy, before we even do that, we're going in and we're making decision on this audience and what that audience is going to be.

Yeah, about $20 a day, we'll get a good idea of how that test is going to start out. We'll have a good, general idea of what that audience is going to look like. We'll get started. We'll get some data. We'll go from there. Let me know what you guys think about this video, if you got that value from it, what improvements we can make to the video to give you some insight on audiences and targeting out the gate. Make some comments down below the video. Get involved in the group. Ask your questions. Let us know if you got any success. We'll see you guys in the next video.
And what I would specifically like you to do next, if you’ve gotten any value from this video, and if you haven’t done so already, is to:
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