Facebook Saved Custom Audiences (Shopify Tutorial 13/20)

Hey, Ezra here with you, and in this video we’re actually going to begin building the audiences that we want to create to put our message in front of. These are the groups of people who are actually going to be seeing our advertisements. Now from within your Facebook dashboard what you want to do is click this drop-down menu and you’ll notice that under Plan you have this tool called Audience Insights. I wanted to quickly show you Audience Insights because it’s another powerful way to get ideas of people who might be interested in buying from you.

You click on Audience Insights and it’s going to launch a tool that you’ll be able to leverage to kind of see data on groups of people in Facebook. Now it’s going to ask you, do you want to start with everyone on Facebook? You can just click Yes. What you can do then is here on the left menu you can say I want people who are 30 or 29 and older and who are men. Let’s just assume that’s potentially your demographic. Now Facebook is going to say that’s 46% of Facebook in general. Everyone on Facebook, 46% of them are over 29 years old and male. Then it’s going to say 22% of those people are 25 to 34, 28% of those people are 35 to 44.

Then you can see information about them, for example, different fan pages that they like. So these men like National Rifle Association or Dos Equis or the USCCA or Ted Nugent. You can see what locations the men in Facebook are mostly in. You can see things like what they purchase, the different things they purchased. If you want to get even more granular, you can say give me men who are 25 years old who are interested in drag racing let’s just say for example. You put drag racing in here and then you click on Page Likes. Page Likes is really the one I like to use a lot. You can see that people who are guys who are 29 and older are if they like drag racing they’re going to like the Murder Nova fan page or the Street Outlaws fan page or the Farmtruck AZN fan page.

What I like to do is leave Audience Insights open while I’m building out the groups of people that I want to put my message in front of. I actually want you to build out five different audiences that you might target on Facebook to see who might buy from you. Basically what you’re going to do is leave this open and in another tab you’re going to go into your Facebook dashboard, you’re going to click on the drop down menu, and you’re going to click on Audiences.

Audiences are the groups of people that you can build out a whole bunch of different types of audiences, people who visited your website, people who’ve watched your videos, things like that. But for now our goal is just to get one sale. We’re not really worrying about retargeting and things like that. We’re really just worrying about that top-line visibility. For getting new people to know about you what you want to do is create what’s called a Saved Audience. From within Audiences you’re going to click the drop down menu and you’re going to click on Saved Audience.

This is going to be a group of people that you’re going to save into your Audiences section so that you can then target them later when we’re actually setting up an advertisement. I’m going to call this audience targeting one. I’m going to call it men. I’m going to call it USA. And I’m going to call it motocross. Oh no, I’m going to call it drag racing because we’re doing drag racing, so I’ll do drag racing one. I like to name these audiences so that I know, okay, this is men, it’s United States, it’s drag racing interests. I’ll even sometimes do things like 29 plus because that’s the age range we’re going for here. There we go.

What I want to do now is I can leave it in the entire United States. That’s a good place to start. But you could also narrow down. You could say maybe I want people who are in Texas or I want people who are in Florida, California, New York, Pennsylvania, some of the bigger buying states. I’m going to change the age range here to 29 plus, and then in general if you’re selling stuff on Facebook 30 years and older is kind of the market that has more money than people under 30, so it’s good to target people above 30 in general, as a general rule. I’m going to select men. Then here under Detailed Targeting I get to put in some of these interests that I think people are interested in. This is where the information from your who what framework comes into play. Basically people who are, who you think might be interested in your product.

For example, here I’m now back in the Audience Insights tool. I put in 29 years and older, I put in drag racing, and I’ve got some of these fan pages. Murder Nova is a fan page. I’m going to copy Murder Nova and I’m going to paste that into the interests. Not every time will the interest that you find in Audience Insights show up here in your Saved Audiences, but most of the time they will, so I’m going to select that.

Now what we can see is that there are 710,000 men who are 30 plus in the United States who are interested in Murder Nova. I think that’s really too big of a group for you to start with because the goal is to get your first couple sales. We want to start with sort of a little more whittled down, more smaller or niche groups of people who we’ve got a better chance of converting from. What I like to do is narrow the audience. I want people who are interested in Murder Nova and also interested in another fan page, for example, let’s grab Street Outlaws here.

Now I’m saying Facebook give me men who are 30 plus who live in the United States who are interested in Murder Nova and are also interested in whatever this other one was, doesn’t look it copied, Street Outlaws. Let’s just copy that, paste it over here. All right, looks like it is showing up. Now when I scroll back up here I can see that’s only 160,000 people, so that’s about right, between 50,000 and 200,000 is where we want this to end up. Any smaller than 50,000 is probably a little too small, although it can work. I have audiences of 20,000 people that work really well. So if you really, really wanted to get even narrower, which might be too narrow at that point …

But let’s try it. Let’s grab this fan page and see if we can say, they must also be interested in this thing, whatever this fan page is, Farmtrucks. Let’s see how big that is. 130,000. Look at that. Basically we’ve got men who are 30 plus who are a fan of Murder Nova, Street Outlaws, and Farmtruck and ANZ, which are all fan pages that people who like drag racing are into. If I had drag racing products, I would totally target this group. I’m just going to save that.

What I like to do actually is come up here and say, yeah, dragracing-1 because I’m probably going to do another drag racing one, 29+. Then all I do is I click Create Audience. Now in my Audiences section I have a T1, targeting one, men, United States, drag racing interest, 130,000 people. Now I’m actually going to delete that because I don’t want it to save into my Audiences, but I’m going to now create another one, just so you can see. I’m going to go Saved Audience. This is going to be targeting two. It’s also going to be men. It’s also going to be … This time I’m going to go just New York, just New York. Maybe New York and California because those are good states for selling stuff, so New York and California. I’m going 29 plus and I’m doing drag racing interests too. This is my second drag racing group.

Under Location now I’m going to narrow this and I’m just going to do New York and I’m just going to do California, just so I’m only targeting people who live in New York and California, who are men, who are 30 plus here, and who are interested in, let’s grab … And you can do interesting stuff. You can put other stuff in here, like put other interests or you can put brands or anything from your who what framework. If you came up with supermarkets that they go to or news sources that they follow or things like that, you can put those over here in Interests and then you’re going to get more information over here such as what fan pages they like or for example things that they’re likely to purchase, so pet products. Look at that. These people are 10% more likely over here than the rest of Facebook to purchase pet products.

I might say I want men who are into pet products and I’m going to grab pet care products here. This is a purchase behavior for pet care products, so men who’ve displayed interest in purchasing pet care products which is 980,000. Then I might mix it up and say I also want men who, and I come over to page likes, like Gear Heads fan page. I’m going to grab that fan page and say, okay, they’ve purchased a pet product, and then I’m going to narrow the audience. I always do this. It’s called stacking interests or stacking behaviors.

Here we go. Here’s another fan page called Speed Society. I’m going to say interested in pet care products and a fan of the Speed page Society fan page, and that’s 15,000 people. Now the reason it’s so small is because it’s just California and just New York. But hey, look, that’s 15,000 guys who are 30 plus who live in California and New York who’ve shown interest in pet products and who are also fans of the Speed Society fan page. While I can’t spend a whole lot of money, I probably can spend like $10 a day advertising to this group, it might be very profitable. I’m going to go ahead and save that as my second audience.

You can see that using the who what framework, using inspiration from the Audience Insights tool, and then building Saved Audiences in your Saved Audiences section of Facebook, which again you click the drop down menu and you go to Audiences and then from within there you can click on create a Saved Audience. What I want you to do is create a minimum of five groups of people that you think might be interested in your products. Go into Facebook, play around with Audience Insights, find some fan pages or some purchased behaviors or any of this information that Facebook’s giving you about the group of people who you think might be interested in your products and build out some Saved Audiences that we will then use when we actually build out our advertising.

Now before we build out our advertising campaign we need a video to put in front of people. I’ll see you in the next video where we’ll talk about what kind of video advertisement you might want to use.

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