Automated Facebook Ads…Made SimpleModule 3, Lesson 1

Laser Targeting Your Ideal Customer with Ads

Here’s What You’re Going to Learn in Module 3:• Targeting is THE most important part of your Facebook ads

system. Without smart targeting you’re wasting your money & efforts.

• How to laser target your ads to the most relevant audience available -- your email list.

• How to to target ads to people who have visited your website -- Facebook’s retargeting opportunities.

• How to reach a brand new, wider relevant target audience with Lookalike Audiences.

• How to target another hugely relevant audience – your Facebook Fans.

There Are Over 1.3 Billion People on Facebook, ¾ of Whom Are On It Every Day.

And Facebook Knows A LOT About Its Users

All The Data and Information on People’s Pages & Profiles?

We Have Access to It… Which Means We Can Laser Target Our Ads

Leads & Sales Are Generated When…

Your Targeting is Specific & Dialed-In

THAT is What Separates Good Campaigns from GREAT Campaigns

Many Ways to Target Your Ads • Custom Audiences

– Target your those people on your email list– Website Custom Audiences (retargeting people who visit

your website/landing pages)

• Lookalike Audiences• Demographics• Connections• Interests• Behaviors

Automated Facebook Ads…Made SimpleModule 3, Lesson 2

Targeting with Custom Audiences(Your Email List)

Why Are Custom Audiences a Critical Part of Our Automated Ads System?

• Allows us to create a specific customized audience out of our email list. We can then show ads to this laser targeted group.

• Once you upload your email list (or phone numbers) to Facebook, they then match as many of the email addresses as possible to its database of users. The result is your custom audience.

• This audience is more likely to convert because they’re already on your email list and thus familiar with you (great for webinar registrations, sales, etc.).

Strategies for Using Custom Audiences to Generate Sales

• Segment your email list into:– People who have signed up for previous webinars but didn’t attend– People who attended previous webinars– People who have previously bought your products/services

• People who have previously bought from you through Facebook (super ninja!)

– People who have joined an “early bird” list for your new product

You can then create custom audiences out of each of these segments.

The possibilities are endless!

Custom Audience Setup in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Lesson 3

Targeting with Website Custom Audiences(Retargeting)

Why We Use Website Custom Audiences in Our Automated Ads System

• Allows us to create a specific customized audience out of people who have visited your website or landing page. You can then show ads to this laser targeted group. (Re-targeting)

• You select whether you want to track users who have visited any page on your website or specific pages. A piece of code is placed before the closing </head> tag in your website’s template. (WordPress plugins like Simple Hooks and Open Hooks can be helpful.)

• Your custom audience populates over designated time.

• Re-target to anyone who has visited any page on your website.

• Retarget people who visit your opt-in page but don’t opt-in.

• Retarget people who visit your sales page but don’t buy.

• Retarget people who visit specific blog posts.

Can You Say Game-Changer!?

Strategies for Using Facebook Ads Re-Targeting

Website Custom Audience Setup in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Lesson 4

Targeting with Lookalike Audiences

Why We Use Lookalike Audiences in Our Automated Ads System

• Lookalike audiences allow us to create additional custom groups of people who are likely interested in our business based on their similarities to our existing custom audiences, Facebook Fan Page(s) or conversion tracking pixels. Boom!

How Lookalike Audiences Work…

• Facebook looks at the attributes of the people who make up your custom audience or Fans or people triggering conversion tracking pixel and looks for people across Facebook with similar attributes.

• You can create a lookalike based on…

Lookalike Audiences: Audience Size

• “Smaller”: Includes the top 1% of people in the country you’ve selected who are most similar to your custom audience.

• “Larger”: Includes the top 5% of people in the country you’ve selected who are most similar to your custom audience.

• Can only select one country at a time.

Lookalike Audiences Setup in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Lesson 5

Connections Targeting

Connections Targeting• Target users who are connected to your Facebook

page

• Target users who are not already connected to your Facebook page

• Target users whose friends are connected to your Facebook page

Why We Use Connections Targeting in Our Automated Ads System

• “Know, like and trust” factor.

• Your Facebook fans are already familiar with you and your brand and are thus more likely to convert into a registration and/or sale.

Connections Targeting Setup in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Lesson 6

Interests & Behaviors Targeting

Interests Targeting• Interest targeting lets you target ads to anyone

who has expressed a specific interest in or Liked Facebook pages related to a topic, person, event, etc…

• For example, I can target users who like The 4-Hour Work Week or Tim Ferriss.

Behaviors Targeting• Behaviors targeting lets you target ads to people

based on things they purchase off of Facebook.

• For example, I can target users who based on their buying behaviors.

(data comes from 3rd party companies)

Interests & Behavior Targeting in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Lesson 7

Demographics Targeting

Demographics Targeting• Target by:

– Country, state, city, zip/postal code– Age, Gender, Language spoken– Relationship status– Education level/School– Workplace/Job Titles– Income levels– Type of Home (do you own/rent?, etc.)– Life events (engagement, married, etc.)

Demographics Targeting in Power Editor

Automated Facebook Ads…Made SimpleModule 3, Video 6

Pricing Strategies to Minimize Your Ad Spend & Maximize Results

Understanding Your Options• CPC = cost per click

– You bid a price per click based on the bid range that Facebook gives you. This bid range is based on the targeting you’ve set up.

• CPM = cost per thousand times your ad is shown– Again, Facebook gives you a range of where your bid “should” be.

• Optimized CPM (oCPM) = same as CPM, HOWEVER, the delivery of the ad is based on the objective that you set.

Strategies for Choosing the “Best” Pricing Option

I suggest focusing on oCPM and CPC for your pricing.

With optimized CPM, Facebook is going to show your ad to the people who are most likely to take the action that you set in the Objective. You’ll be charged for the amount of ad impressions.

With CPC, you’ll be charged each time someone clicks on your ad.

I suggest starting first with oCPM, gauging your results, then if need be, testing CPC.

Strategies for Choosing the “Best” Pricing Option

If you are going to test CPC pricing, Facebook will give you a bid range ($0.54 - $0.97, for example). This range is based on the targeting you’ve set up.

I suggest bidding above the highest amount to start (remember, you are bidding against other advertisers vying for the same targeting).

As you see results, begin to lower your bid. The key is to find the sweet spot between optimal delivery/results and lowest spending.

Pricing & Optimization in Power Editor

Automated Facebook Ads…Made SimpleModule 3

Re-Cap & Next Steps

Here’s What You Learned…• Specific targeting is the key to showing the most relevant ads and

THE most important part of your Facebook ads system. When your targeting isn’t dialed in, you’re wasting your money & efforts.

• How to laser target your ads to your email list with Custom Audiences.• How to target ads to people who have visited your website with

website custom audiences.• How to reach a brand new relevant target audience with Lookalike

Audiences.• How to target people who have expressed an interest in a topic or

Facebook Page, event, person, etc. with Interests targeting.• How to and the importance of targeting your Facebook Fans.

Your Next Steps…1. Brainstorm all the different pages on your website that you want

to start tracking (i.e. home page, sales pages, “work with me” pages, etc.)

2. Copy and paste your website custom audience pixel on the website you want to track (and any landing pages).

3. If you have (or your client has) an email list(s), download it from your email provider (Mailchimp, Infusionsoft, etc.) and create a CSV or .TXT file of your email addresses.

4. Create a Custom Audience with that email list(s).5. Create a Lookalike Audience of your Custom Audiences (email

list, website visitors).