Hi, everyone, in this lesson, I'm really excited to show you how to use Facebook Audience Insights. Because this is the tool that is really going to give you an idea of what the demographic audience is location, all kinds of things. So it really lessens your gamble that you're taking when you're investing dollars into Facebook advertising, because the more you know about your audience ahead of time, the more targeted you can be, and the less likelihood you'll be of wasting money to a target that is less likely to take the action that you're looking for. So what we're going to do is just go over to our Facebook page. And from Facebook, we're going to head on over to our Facebook ads. So let's go into create ads And again, when you come to this page, you have a number of options.

So what we're going to do is go up here, I'm going to scroll down to all tools, and we're going to go into Audience Insights. So give that a second to load up. And the very first thing that you want to do when you get to Audience Insights, is really determine what you don't know. And what you do know, as the most likely guess, I should say, are the most likelihood like what about your audience? Do you absolutely know as fact, if you know something, we'll start off at that. So let me show you what I mean.

So first thing you need to do is just click everyone on Facebook. You can also pick people connected to your page, if you want to better understand who's connected to your page, but for this purpose of creating a new audience, that we're going to go Laughter we're going to click everyone on Facebook. Okay, and then I'm going to go back to my list that we started, of all the rough notes of what we've been brainstorming so far. So let me have a look. So my target market market so far that I gasped with people interested in the Chinese culture, and that is, I want to ask myself, is that a thought or is that just kind of a guess? Well, that's a guess.

Because you might not be so interested in Chinese culture or might not indicate that on Facebook, but you might just be interested in eating some really good dim some people looking for gifts or Chinese do your that again, is some people in the category might be in some might not be. So that's not really a fact. That one's not really affect. Let's see what else people have purchased cookbooks in the past. That might be a good gas. Let me highlight that because what Is my highlighter.

Okay, maybe I'll just I'll just, I'll do this for now. But basically, I'm going to guess that if someone has purchased a book in the past, it means first of all that they're interested in cooking. So that's bonus. And they're also interested in reading recipes off cookbooks, which is also a bonus. So I'm going to make the assumption that people who purchase cookbooks in the past are going to be more likely to purchase cookbooks in future as opposed to people who have never purchased a cookbook before. I think that's a pretty safe guest to make.

It's like if you're selling, you know, most any other product, let's say you're selling gym clothes. You know, you want somebody who obviously is a gym goer who, who is looking for that sort of thing, who's willing to spend money online, on that sort of thing. So if you find a target, who's purchased In closing the past, chances are that they're going to purchase them close in the future. So I hope you see my train of thought there. I think it's a pretty safe guess compared to the other options I have. So let me see what else I put down.

People who love Dim Sum? Well, yes. They need to love dim sum, because why would you buy a cookbook on Dim Sum? If you don't actually like the way Dim Sum tastes? Right? It kind of makes sense.

That one's a good guest too. And people interested in cooking. I think it's a good guest too. Because again, why would you buy a recipe book? If you're not interested in cooking, unless you're buying it for somebody you know, is interested in cooking, but even then you might not think that way. Like if you if you hate fishing, let's say and you're selling fishing equipment, would you go after people who hate fishing like probably not right?

Because they want to come to their mind to even purchase it as a gift for somebody if it's something that they're not into. So I think it's a pretty safe guess what I've got people who have purchased cookbooks in the past people who loved them. So many people are interested in cooking. I think those are pretty darn Guess so, guesses I should say. So let me just, I really want to highlight that Where is my highlighter? Let's highlight this in, but we do have a nice green color.

Okay, so that's what I'm going to start out. Let me see what else I had written down as roughly, I know I'm going after the US market. I'm guessing it's gonna be moms that like to cook healthy for their kids. I'm not sure if it's going to be men or women at this point. I'm not sure the age group. These are the things I'm really hoping that audience insights will help me with.

So let's see how powerful this tool is. So let's start at the top. So I know I'm going after people who live in the US Yes. And I'm not sure their age. So I'm going to just leave it as is. And I'm not sure if it's going to be men or women at this point.

So interests I'm going to put my first interest in and people who have purchased cookbooks in the past. So let's see under esters, I'm just going to keep it very general. And I'm going to type in cook buck and see if anything comes up. Yes So there's a category of cookbooks. So that'll be people who have an interest in cookbooks. Awesome.

So I don't want to change too much right now I just want to have a look at how these results right here have changed. So have a look at this with me under demographics, which is this tab here, I'm just gonna shut this part down. Okay, under age and gender 79% of women are have an interest, as indicated on Facebook, in cookbooks, and only 21% of men. So again, if I'm betting money on an ad, and I'm going to put money on an ad, I'm very much leaning right now and only going after women as a target market. Okay, and let's look at the age group for the demographics here. So 22% of 25 to 34 22% or 35 to 44 and 19% of 45 to 54 and a 70% of 64.

So this is spread out a little bit, but mostly I definitely want to hit the 22%. What I could do then is do a market under woman that just goes up to 25 to 54 for example, and, and I would still do really quite well because that would be 63% of the target market. So maybe that's not big enough for me so maybe I'll go right up to the age of 64. But right now it's pretty clear that this woman and and what the attributes are I'm so now I'm going to do that in one more interest. I want to see how this changes. So what's our next thing people who love Dim Sum?

Okay, let's take in some, some food. Yes, people are interested in some food. And let's see how this changes. So we still have 79% woman. And as you can see, it's still 25 to 54 is still a big majority of the people that are in this category. Okay, so I'm going to add in just my final interest people interested in cooking.

And we don't want to go overboard here. We want to keep it again as general as possible. As predictable as possible, and we're really gambling here. So it's like, what do you want to place your money on. And I'm placing my money that if somebody is interested in cookbooks is interested in dim sum and is interested in cooking, they're going to be more likely to buy. So after I get that interest in it, I want to see how the numbers change.

So 72% woman, so it's still a high majority of women. So I know for sure, my hands, I'm going to go after a woman, I know that for sure at this point. And let's look at the age groups for a woman again, at the age categories. So 25 to 34 is still coming out really big. So what I might do is start off my ad pretty broad from like 25 to let's say, 54. And then a later date of the ads, not the audience is too broad.

Or if I'm not getting the results I want I might then go back and change it to just 25 to 34 roles, but it depends how the ads performing. I think what I'm going to do, because I know for sure we're going to have to a woman. So let's just go back up here. And let's manipulate this a little bit. Here it says gender, I'm going to click on women, because I'm going to just do, I want to just concentrate on that. And then what I'll do to make it even more precise as as I'm running my ad, I will then check the demographics of those who are responding to my ad.

And this way, I can make it even tighter so I can tell as my ad runs, which age group is actually in fact, responding, and I'll show you how to do that later on. So I'm going to go back to my little cheat over here, some men a woman, I'm going to put down woman and age group on going to 25 to 54. Okay, so now we know those categories. So I'm going to come back over here and I'm going to change this to 25 to 54 There is. Okay, so women aged 25 to 54. And now I'm going to keep scrolling down.

The next category that Facebook allows me to bring up here for the US audience is, it's going to pick up something called lifestyle. I'm just going to just in general show you that these underwear, it says compare these numbers in green, they're called affinity scores. And basically what it is, is it tells you that these people are more likely than other people on Facebook to be in these categories, which are on the left. Okay, so the first one talks in toys, the person people not lifestyle are 67% more likely to end it even tells you if you hover over it as likely to be in this group, as opposed to other Facebook users. Okay? So it kind of prompts you which is really nice.

Now tossing toys. What does that even mean? Let's look at the definition that Facebook The people that places in this category, so it's dominated by affluent, well educated working couples with preschool aged children. Good to know. Okay, so I know they have young children. And I know that single family houses, so their families.

So if I'm going after women, it's women cooking for young children. So I can guess that the household is probably very busy, they don't have a lot of time. So I will be adding things like so under our category of ad copy of things we might want to add in, I might want to add in something like fast and easy, which might be appealing to mothers who have kids that are young in these types of households. So but let me look at the affinity scores here. So it puts it in the order of the most likelihood. And it also will give you the and again if you're not sure what something means you can just hover over it.

But see the little gray circle this with my mouse But the gray bar and then there's the blue bar, the gray bar are people on Facebook in general. And then the blue bar are people in this specific category that you're going after. So here, solid single parents, okay, you could tell are much 8% of the selected audience are in here. Now a present is still pretty, pretty small. So I'm going to just kind of take all of this, I'm going to look at the infinity because I want the people most likely to be in this group on Facebook. So I might look at the tots and toys, explanation, and then cartoons and carpals explanation.

So these ones who are middle income married couples with children of all ages. So between these two I mean, they finish score is pretty high. And they I know that we're dealing with families with young kids, soccer and SUVs probably be the same right families with young kids located in cities. They're pretty affluent. These guys are pretty affluent as well. So this has given me on I better ideas What my target audience is going to look like.

Okay, so let's just keep scrolling down here, relationship status. So, you know, the majority of people here in this affinity are married. Here are their job titles, and 47% of affinity score. Most of these people will be in legal or healthcare and medical. Let me see what percentage scores on the left are really high. So 40% are in admin.

And that's 18%. More likely of people in this group then on Facebook, so this might be a little bit more relevant, like in this case, where I'm selling a cookbook to people in might. It's interesting to know if it's very clear that I'm going to go after people who are just an admin or just in health care, Justin something, it'll help me really work my wording to target those specific people. Okay, so we're gonna scroll back up. to the top and we're going to go under page like so what page likes will do is it'll show you people in this category, what they are the most likely to like on Facebook. So the number one category and entertainment that people like are throwbacks.

Maybe. I guess that means like throwback Thursdays and trending on one. I might not even say that's right woman Easter woman Easter. So what I would do that is go on Facebook and check out these pages and more detail if I if I wanted to. or again, if you're just letting you know, if you want to do a Facebook ad, but you want to advertise somewhere else. This might give you ideas on where to advertise, or where else to link up with or maybe what else to talk about when you're just doing general Facebook posts like maybe, you know, I want to if this is I'm guessing this is throwback Thursdays, and if it is, then maybe I want to definitely every Thursday put in one two or even more Throwback Thursday.

Type post ideas, right? public figures who do they like here? Oh, I like this clean food crush like might want to go on clean dude crushes page because it's related and find out what they're talking about. coupon divas okay so these guys really like coupon so you know the cookbook is going to be on sale. So if these guys really like coupons they're really probably gonna like sales so I have to put down I can't remember what percentage off It is at this time but I'm gonna just put down list that it's on sale for now and then will really highlight that as well. So let's see what else for we're just getting ideas here.

So let us call recipes which is really good to know they're looking up recipes, under clothing. I don't really care at this point, what kind of other products or service to the like nothing related, but again, if I'm, if I were Weight Watchers, okay, maybe I am interested. If you're interested. Weight Watchers must mean that they are of course interested in losing weight or interested on nutrition. So I'm going to put down that we have to in our ad, copy out something about nutrition. Let's see what else these are the authors are interested in skinny taste cool.

So I might want to. And again, I'm just doing this very generally just so we don't take hours and hours to go through it. But I want you to spend more time on the categories that are interesting. So are interesting to you and relevant to your industry. So under authors that are interested in skinny tastes, what I might want to do is go on skinny teeth, Facebook page and just get a better idea of the posts that are trending the highest on that page. And that will give me better ideas of the types of things that the audience might be the most interested in.

Okay. Jewelry watches, yeah, Pillsbury. So when I think a Pillsbury I think of making food quickly, doesn't really go with people that might be interested in Weight Watchers. Sorry. Pillsbury. I'm not sure how diet friendly your recipes are.

I think of cookies myself and croissants, but I am thinking of people that are looking for quick recipes, easy recipes, fun recipes to make with kids. Right? Betty Crocker, I think about more nutritious type things, more family type meals. So we want to definitely get the family cooking idea here. We've got the nutrition, you know, things to make with kids. I think we already wrote that down.

But I'll read it again, thanks to make with kids. So this is how you want to use this. You're just getting ideas of what to write in your ad copy. Because all of these things are things that are going to be interesting to people that are interested in these sorts of things. So I hope that makes sense. And the more you do it for yourself, the easier this becomes and the faster this becomes.

And you're interested, incredible recipes. So again, I might go into that blog, and Just find out what incredible recipes are. But so I'm going to go into location. I want to see if it's clear where these people are located. So let me just click on see all. Okay, and remember again, it's sorting by affinities.

So these three 3% are more likely to be in Memphis, Tennessee 33% are more likely to be in Texas. And again, these are out of all people on Facebook. They're 30% more likely to be in this group. Alabama, Arizona. Oh, okay. See?

Okay, so this is really good. So again, like right now, I mean, going after us as a big hole. country is huge. You've got like, millions of potential buyers, hopefully. And we want to go after all of them. But we want to go out to the areas that is most likely to get us those sales.

So I want to go out to the areas with a high affinity score. And I want to go after those cities because they're my target. As is most likely to be in these areas, this is where it becomes a little bit more challenging for us. So we might have to start off on Facebook listing a whole bunch of different cities. And then again, as our ad runs, then we start really having a look at which cities are responding the most. Okay, so that location part is not very clear.

For now. Let's have a look at activities. Okay, so activities is basically and it tells you if you're quite not sure it says right there, the number of times the selector is performed these actions on Facebook. So here's pages like so this audience is way higher, more likely to like a Facebook page, which is good because if I'm doing an ad, even if they decide not to buy the product, if they like the page, they're really still following me. So are my client, which means that they could potentially be a buyer in the future. So worst case scenario, they like the page.

And these guys are very likely to like a page on Facebook, which is really good. But this number here, then ads that they've clicked in the past. Okay? So again, the blue bar represents the audience that I've got highlighted right now. And this is, this is good, because they're much more likely to click on an ad as opposed to the and that's the gray bar, the standard Facebook user. So I like that because I'm putting out an ad, I want them to click on the ad, I want them to like the ad.

And you know if they comment, or like these are all plus, and these people overall on every category are more likely to do those sorts of actions. So that's completely bonus to me. So under device users, we'll have a look at that as well. And Let's see. So desktop and mobile. So again, the audience that we're specifically targeting right now, desktop and mobile, they are the affinity score 46% of this category.

And they're more likely than the general Facebook user to have both desktop and mobile. And this is for mobile only. So you can tell the percentages are pretty close to each other. So I'm not sure at this point, if I want to run just a mobile only Facebook God, or if I want to do desktop and mobile to start to see which does better. So I think what I'm going to do is do desktop and mobile to start. And then as the ad runs, I'm going to check to see who's responding the most and then switch it over.

You're never going to go wrong, just doing a mobile only ad. But sometimes we might want to do a split test and do a test where you just one desktop ad and just run a mobile and see which is performing better, because sometimes you could get surprising results. But here, it's some, I mean, people that use desktop only, as you can see is a super small percentage. So I'm not going to run it. I mean, it's sometimes you get better results. But because it's such a low number, I'm not going to waste my money doing a desktop only ad.

So just screw up what I said. And we're going to do desktop and mobile and decided we're going to do a mobile only ad, or do an ad, just desktop and mobile. So to start, I'm just going to write myself a little note here. And I'm going to see under the target, we're going to go desktop and mobile and then switch to mobile only based on results, so I'll maybe let the ad run for one or two weeks and then decide if it's very apparent how people are responding the most. Okay? So that is basically that.

So I've got some ideas based on this of how I want to target my audience. Again, I'm not, I'm not so thrilled with the location because I still not, I'm still at a loss of what exactly do here. And it's Yeah, it's just very not apparent. So I think what we're going to do, I think what I'm going to do, let me just click see all. And then what I'll do as I'm running my god is go through it and see what specific studies are responding best to the ad, and then I'm going to tighten it up from there. So this is a really good example of why you shouldn't just start your Facebook ads with a really small budget while you're test marketing, because if I start at $5 a day that's still in I run it for a few days, I still going to tell me what cities people are most responding to the ad and once I know that Then I'm going to throw more money at it once I'm pretty secure of what those specific areas are going to be.

So I hope that makes sense. And I hope you use this incredible tool. Because as you can tell, there's just so much you can do with that. And what I'm going to do at a later time, is I'm going to come back in so after my ad runs through one or two week, like let's say, for example, that it is Texas, and I'm finding that Texas, in California, let's say those two states are responding the most. So what I'm going to do is come back in here, put in my same thing, I'm going to put in the woman 25 to 50 for each category, the same interest. And then what I'm going to do is under the region, I'm going to type in Texas.

And I'm going to type in when I say California, and this is just an example but this is what we'll come back and do later. And then based on those results, then I'm going to go back and I'm going to check again. What What is coming up as the highest scores in, in under lifestyle? You know, does it change? What is the education level or relationship status? Is it very clear what job titles these people are more likely to have?

You know, what are they most likely to like? What pages are they? So then again, what I'm doing is I kinda knew what my target audience look like, and then I tighten it. And I'm more and more clear on what that target audience looks like. And then I tighten it again. And I'm even more clear on what that target audience looks like.

So if my ads are running very, very well again to California in Texas, I'm the Nickelback and then I'm going to start learning Okay, well, these people, you know, they really like the nightlife for an entertainment and what is specifically do they like about it and what pages are they looking at the most and what are they liking and what are they doing and, and that's going to help me tweak my my copy more That's going to help me tweak who I'm going after more and resonate with that specific target even more, which they're radically, or hypothetically, I guess would be about a word should get me better results. Okay, so again, I encourage you to go out and use this tool. Again, this lesson was all about how to use audience insight to really understand your target market, how to understand the demographics, the interests, more of what people are after, where they're located, what they're liking what they're doing what they specifically look like.

So you can do a much better job in your copy targeting and also do a much better job overall, in adding some of these key words and phrases into your ad copy, and even again, just outside of doing Facebook ads, this is gonna give you a ton of ideas. The material that you could put on your Facebook posts, and any other type of, you know, if you want to do some strategic linking with other companies, that sort of thing is going to give you a lot of marketing ideas. So super powerful tool, I think this is probably one of the most important steps you can take. So do not skip it. And this, again, is really going to help you take your money and know exactly where to put it in exactly who you're going after, in much more detail. So I hope you enjoyed this lesson.

Go back, you know, and listen to it as many times as you need to, in order to really get a good grasp of how you're going to use this tool to maximize your ad results. All right, so thank you very much for listening to this lesson. I hope you all get some fantastic results and I will see you in our next lesson.