Hey, Digital Fam! My name is John D. Saunders and in today’s Digital Block, we talk about how to create killer Facebook ad targeting with one free tool, Audience Insights. Let’s go.
So, really quick, audience insights is a powerful platform that helps you correctly target your ideal buyer via Facebook. It works for aggregating a wealth of information into an easy to use dashboard with info like geography, demographics and purchase behavior.
In our case, we want to find the ideal candidate for an urban T-shirt brand called Mint 86. With audience insights, we can find out the most popular geography, education, and purchase behavior. It’s a great tool that’s definitely underutilized. So, let’s dive in and create a buyer persona in real time.
All right, guys. So, let’s dive in to Facebook insights. To access it, you can get through through your ad manager by clicking the ad manager button at the top, hitting all tools and actually going to audience insights. I have to save it in my tabs so I’m just going to click this.
Now, once you get to audience insights, it’s going to give you a dashboard full of– ton of content and information. Now, it will organize that information in a few ways. Actually, let me start over. So you can either target everyone on Facebook, people connected to your page, or custom audience.
So for example, if you have an e-mail list or you already have a custom audience in Facebook ads, you can dissect that data and see how many are men, how many are women and so forth. So, in the sake of collecting all the data, we’re going to do everyone on Facebook because what we want to do is create a few buyer personas.
So we’re going to be promoting this little brand that’s a T-shirt company, like A Bathing Ape but, you know, boys club type of brand. So, in order to find the ideal buyer persona, we’re going to use some of these interests here in the audience insights. So quick, let me do an overview of audience insights as a whole.
All right, so the main dashboard looks like this. The first thing that you’ll see which is most prominent is the age and gender. Now, Facebook insights data is reported in two ways. One, it’s by when people create a profile, their username, their birthdate, male, female, that’s all contributed to Facebook as a user.
Now, it also takes arbitrary data that it has and cross references that with Facebook IDs. Now, Facebook ID is kind of like your social security number for Facebook. They’ll cross reference that and ask how they tie in your lifestyle, where you live. They also tie in household income on specific areas. So that’s how data is aggregated into audience insights.
Now, the main things you see are age and gender. You’ll see lifestyle, meaning, what type of life individuals lead. Remember, this is data for everyone on Facebook and you can see that they automatically took United States of America and there is 150-200 million monthly active people on Facebook living in the US right now.
Now, if I look at lifestyle and I click select an audience, I can look at the most prominent lifestyle individuals in the US. Now, Apple Pie Families is most prominent. You can get more info by highlighting over the I. These are middle-aged couples, middle class with school children. So this is part of the most populous segment on Facebook. So this is just a quick overview.
You can also look at page likes. The number one page liked by everyone in the US is WalMart. Amazon is not far behind, Target. And then you can see top sports, the top arts and humanities pages. So here’s the top pages considering everyone in the US. Now for the location, and I hit select an audience. New York is the most popular, it’s a really densely populated, probably the most densely populated place in the US, so of course, they might have the most Facebook users.
You can hit activity and see how many pages the average person likes, how many times they comment, how many post they like so you could see that all of these people are pretty active.
Household, we’ll show the immediate income. So the mean income is 50-75k right now in the US based on active users on Facebook and then their purchasing power and what they buy. So we’re going to go into this a little bit more detail once we create a buyer persona.
Okay, so let’s get into the nitty gritty. Mint 86 is a clothing brand similar to A Bathing Ape or Billionaire Boys Club, young, urban, hip, cool. So, what we want to do is look at the interests of similar pages. So for example, I’m going to highlight my mouse over interests and I’m going to do Billionaire Boys Club. That’s a brand by Pharrell, cool, urban brand, pretty hip, pretty cool.
So if I go there and I’m going to go back to demographics, it’s going to show me the breakdown of who likes that page. So as you can see, it’s 85% men, 15% women, right. If I hit select an audience, it’s a lot of apple pie families and solid single parents.
So these are white collar professionals, metrocentrics, those that have a comfortable income that can actually expend this money on these types of products because Billionaire Boys Club is a little bit on the pricey side. If you go down a little bit more, we can see the relationship status is single, the education level. Most of them have college and then job title is super important too.
So if we hit select an audience, it will bring the most important ones at the top, production, management, administrative. So a lot of these people have day jobs. If they’re working during the day, those might be peak times to set up our Facebook ads and the times to post when they’ll see it.
So if I go back to the top, I’m actually going to break down this content a little bit more. Since 85% of the– on the page are men, let’s go ahead and hit gender, men. So now, that’s going to bring this even more granular data. So now, we’re just targeting men since they’re the biggest segment.
Once I did that, this change a little bit but not too much. Relationship status, single, same job titles. Now, if I go to page likes, this will show me their top pages. Of course, Billionaire Boys Club is top, Adidas is up there. Hype Beast which is like a social media blog for fashion and style is up there as well.
Now, one really important piece is page likes. So this shows us how relevant other pages are in comparison to Billionaire Boys Club. So, if one person likes Billionaire Boys Club, their affinity is, they might like another page that’s similar. So you could see the relevance is one, let’s go ahead and change that.
So if I hit this, it will show me the most relevant brands in comparison to Billionaire Boys Club. So Adidas has a relevance of 66 which was pretty high. The audience is 10,000 as 1.5 million Facebook likes. Now, we also see Kanye West, Dwayne Wade, LeBron James, Dr. Dre– so these are all comparable information.
Now, if I hit location, the top cities of course, New York, [7:12] capital of the world, that’s where the cool kids live, I guess. They have 26% audience which is awesome. We can actually do just an ad segment for New York, targeting New York individuals that fit into our criteria.
We created this quick little spreadsheet to record some of our data. You could see here and I’ll send you a download button for this but if you take a look at it, we put in location, age, gender, interest, lifestyle and so forth. So we can create these segments when we get to Facebook ads.
So if I go back, and I go back to demographics– as you could see, the biggest age segments are 18-34. So what we can do is breakdown this age gap a little bit more. So, let’s do 18-34. Now, we’re getting a little bit more different career-building lifestyle data. So here, you could see the biggest thing is career building, 18-34, trying put your hassle on, trying to build so that you could have a family, so you could buy a house, purchasing. You have a lot of purchasing power at this point.
If I go to page likes, it didn’t change too much but if I go down to page likes and hit relevance, I could still see Adidas, Kanye West, Snoop Dog are still up there. So you could be cool, interesting segments that we could target with our ads. Now if I go back to location, New York is still up there. Activity shows how frequent these individuals use Facebook. So as you can see, the 18-34 segment liked a lot of pages. They comment a little bit more than everyone else. And they also like and share more than others as well.
Now, another big, important piece is device users. We want to see what devices they’re using the most, right. So we see desktop and mobile’s 48, mobile only is 50%. So 50% of these users only use mobile. So that’s another segment that we can create with our ad to just target mobile individuals.
If I go to household, you can see that the purchasing power is about 50-75%, the singles, so they’re usually on one income. Household size is usually one because they’re single and then, this is the most important piece or one of the most important pieces especially if you’re doing e-commerce.
So if I hit purchase, you could see their retail spending is 60% lower, right but if I go to select the audience, I click this, the biggest thing that they purchase is clothing, 56% affinity. So, clothing, food, and drinks, subscription services, these are the top three for millenials 18-34 individuals looking to purchase online through digital sites like Amazon or Hype Beast or any other site like that. So that tells me that I’m definitely in the right segment.
So the next thing I do is I record this in my insight spreadsheet. Location, we’re doing all of US, age 18-34, male, Billionaire Boys Club is the interest. It’s their lifestyle, they’re renting a condo, single family, some of the page they like, the devices they use, their household income, purchase behavior, 56% clothing which is huge and then the reach. That could be seen right here. So, 25-30, you can find that right here.
So now, I want to do one more thing. Let’s go back to demographics and we could see that 57% are 18-24 so let’s dissect this segment one more time before we finish. So let’s go to 18-24. Okay, perfect. Now if we could select audience, we get a little similar here.
And if I go to page likes, we’ve got Billionaire Boys Club, ice cream brand is still up top, musicians, athletes, and if we have relevance, we’ll see at the top Kanye West is up there, Facebook, Family Guy, Eminem. So these are the biggest segments for 18-24. New York is still one of the top locations.
Activity, they do a lot of liking on Facebook as you could see. Most of them are on mobile but it’s similar to 18-34. And then household income is still pretty similar. Also, if I go to purchase, they boost in audience, clothing is another top factor. So we know that this segment is also pretty powerful when it comes to that as well.
Now, you can also look at the vehicles or the type of vehicles that they purchase. So, when you’re building your Facebook ads in these segments, sometimes you’re going to be targeting stuff not specific to the product you’re selling. So, for example, we could target sports cars or convertibles or individuals who are looking to purchase between 18 and 24. It’s not necessarily tied into the clothing brand but they have a large affinity towards these types of products.
So, again, audience insights is a great way to dissect your buyer persona, find your buyer persona and go ahead and note those here so that you can target these individuals via Facebook ads.
The last thing you want to do is hit save, and then you can save these audience and I will also notate it somewhere here so that you know which segment it includes. And then once you do that, you hit save and then you can use audience in any of your Facebook ads.
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