Yesterday I told you about the Campaign part of a Facebook Ad. This will always be the very first thing you need to determine when you are setting up your ad in Facebook.
Today we are going to talk about the “Ad Set” portion of the ad. There is a lot more to do in this section and I am going to keep it very basic. If you are looking for further detailed training on how to use Facebook Ads, you might consider contacting me and we can set up a time to chat.
For now, though, let’s dive in to the “Ad Set”…..
The Ad Set is where the magic happens when it comes to Facebook Ads. This is where we can laser target our ads to be shown to the best audiences. This is where your knowledge of your avatar (ideal client) comes in.
Once you have set up your Campaign (in this case the objective was set up as Conversions) , you will be taken to a page that looks like this:
The very first thing you will see is the option to create a pixel. We are definitely going to talk about the pixel but just not today. So skip down to the next section where your first option is to Create a New Audience or Use a Saved Audience. If you have never run an ad before you will not have the option of using a saved audience. You will only have the option to Create a New audience. After you have created your audience, though, you will then be given the option to save it so that you can target the same audience with other ads you create in the future. Cool right?
Custom Audiences: If you have not uploaded your email list or perhaps created a list from those visiting your website then you will not have any Custom Audiences or Lookalike Audiences to choose from.
Locations: This part is fairly simple. You can choose countries, cities, towns, zip codes, addresses and designated market areas. The drop down menu will give you these options:
As you begin to narrow your audience based on these factors, you will see the size of your audience change on the right:
This gage will go up and down as you further target your audience.
If you have a brick and mortar business you will probably want to target an audience based on the address and whatever radius you think people will travel to get to your store up to 50 miles. In the example below, I chose the White House as the address and everything within a 25 miles radius.
If you don’t know a specific address of a location you want to target you can “Drop a Pin” and it will pull up latitude and longitude of the location you picked.
If you are an online business then you might want to target the United States and perhaps other English speaking countries like the UK and Australia. This is where knowing how to look at your Insights is important so you can see all the places your audience is coming from. If you are trying to build your list, then I would start with the United States or whatever country you live in.
Next, you will be given the options to choose age, gender and language. This is fairly self explanatory. The lowest age you can target is 13 and Facebook gives you the highest age of 65+. Chances are, unless you are promoting a toy store or perhaps a video game, you will not be targeting many below the age of 18. And, one thing that is important to know…..if your store, promotion, event or business contains any type of alcohol related products you MUST choose 21 as the minimum age or Facebook will NOT approve your ad. It can be frustrating. I once ran an ad for a client and because his store serves alcohol I had to choose a minimum age of 21 even though the ad was for ice cream. Facebook does not allow ads for tobacco related products or events.
You can decide if you want to target men, women or both and as far as languages go….I usually leave this space blank because Facebook will automatically use the most common language to the location you choose. If you want to target other language speaking individuals then you can enter that language.
Detailed Targeting: This is the fun part but for many…the frustrating part. This is where you are really going to get your audience specifically defined. For example, if you are a health coach, this is where you will put in the interests of those that are into their health. For example, if I enter the word Fitness I am given a whole lot of options to choose from that include Interests, Behaviors, Job Titles, Employers, Schools, Fields of Study and so on.
As you can see on the right, whatever options you choose, you are given a number of people in that group. You will definitely want to keep an eye on the gage that will show you how big your audience is as you go through the detailed targeting section. My suggestion, for anyone that is trying to reach those online is to keep your audience anywhere from 800,000 to 1.9 million. Sometimes it can be hard to get there but if you play with it for a bit you can tweak it just right.
Here is how I do it…..
Let’s say that when this 31 Days Challenge is all over I decide to make an E-Book out of all this content and sell it. I am going to run an ad in order to get this E-Book in front of my ideal audience.
So I put the word “Facebook Page” into the Interest section and got this:
I would probably choose Facebook Page Admins because those are the people that are running pages on Facebook and could run ads. The problem is, there are 264 million people in this group.
I then would use this option:
If I choose to exclude people then Facebook will exclude whatever groups I choose from my group of Facebook Page Admins. If I choose to narrow the audience, then Facebook will only find people that match both groups of people. So basically excluding takes people out of the Facebook Page Admin audience and narrowing means people have to match both audiences. Either way, it allows you to get your audience to the amount you want. You can exclude or narrow with as many interests, behaviors etc until you get to the desired amount of people you want to see your ad.
This will take some time to figure out but once you get the hang of it, you will soon realize it is a game of strategy and if you like games of strategy, you will love playing around with your audiences.
Since this has turned into a really long post with lots of information, I think we will end here and pick back up tomorrow to finish with setting up our Ad Set section of our Facebook Ad.
Please email me or leave a comment if you have questions….this stuff can be a bit overwhelming. And, by all means, if you decide that you do not want to run Facebook Ads and are looking to hire someone to do it for you……let’s talk about that too. 🙂