hey miles here miles Becker calm in this
Facebook advertising tutorial you're
gonna learn how to set up engagement
audiences you can leverage for your
Facebook advertising campaigns in a
minute we're going to jump on the
computer you're gonna follow along step
by step where I show you exactly where
to click to set up these two types of
audiences and I'm doing two specific
types of audiences they're created in a
little bit different ways and they're
used in different ways so it's gonna
give you a broad perspective of the
power here real quick and the theory
level of why this is important number
one video is absolutely massive and
trending right now on Facebook whether
you're just uploading videos or you're
doing lives you have the ability to
create audiences based on people who
watch your videos more specifically you
can tailor it to how much of the video
that they watched so you could retarget
them you can create look-alike audiences
based off of them or you could exclude
them as needed again I'm going to show
you exactly how to do this in a minute
then there is the fanpage based approach
where you can set up an audience based
on people who visited your fanpage
people who have engaged whether it's
leaving a comment or a like or whatnot
so you can include and exclude those
people on that note let's jump on the
computer and get to work roll up our
sleeves here so here I am inside of the
ads manager and I'm gonna click on the
little hamburger menu up top and then
I'm gonna click on audiences now this is
gonna bring me into the kind of broad
audiences areas and depending on which
option you're gonna go with we're gonna
start with a video based ad first you
want to just go ahead and click on the
create audience here and then click on
custom audience we're gonna do the video
one so what I'm using this for right now
is retargeting people who have watched
large percentages of the videos on my
wife's fan page to our opt-ins and to
relevant products based on what they
viewed so you simply click on video
after that and then you do you choose
the engagement type so when you click it
gives you this drop-down now one of the
challenges with Facebook video is that
most viewers since it auto plays watch
less than three to ten seconds so we
want to skip those in my personal
opinion I want people who actually take
time to really go into the content I
don't want to just get everybody who got
reach for that I could reach those
individuals with the different type
ad set I'm looking to find those engaged
video viewers who clearly liked what
they see or saw because they watched 25
or 50 percent of your video I recommend
you do at least 25 percent of your video
views you can do 50 percent to take it
to that next level if you want to start
with a 50 percent audience set it all up
see how large that audience is then if
it's too small you can go set up a 25
percent audience from there it allows
you to choose how long back do you want
to have it set I'm gonna leave that to
the last 365 days but if you're running
specific promotions that are based on a
time of year back-to-school sales Black
Friday sales etc you can change
obviously that duration based on your
specific needs now what we're gonna do
is we got to click this little link
below that says choose videos and it
actually opens up and you choose the
page that you want to advertise or that
you want to choose the videos from so
I've chosen my fan page here and what it
does is it automatically brings up all
of my past videos and you see it's got
multiple pages of videos I can go back
through and all I do is simply tech tick
the boxes next to the videos I want to
include in this audience so you can set
up one audience for people who have
viewed your facebook lives and you can
set up a different audience for people
who viewed your longer form content or
your watch parties if you so choose
right there's each audience you can run
against each other to see which one's
perform best but if you're short on time
you can just group them all together and
voila you've got your audience so I'm
gonna click confirm I've added about
five or six videos here now I need to
set up a name so I'm gonna say video 50
so what I've done here is I've added
video so I know this is a video based
audience when I'm in my ads manager then
50 so I can see what percent of the
watch and watch so I know it's 50
percent of watch that's just a little
mental note for me in this naming
convention and I'm gonna click create
audience so at this point it's done now
it's gonna take up to 30 minutes for it
to build out this audience but when you
click Next you can actually expand your
audience so this button right here
allows you to create a look-alike
audience based on the audience that it
builds for you now look-alike audience I
have a separate video that goes deep
into this and we're gonna set it up
because it's so easy right here all
I do is I'm gonna go ahead and type in
USA or United States click on that and
then I go below I want the 1% and I'm
gonna click create audience here's
what's happening
Facebook with all of their interesting
and partially creepy data on each and
every one of us and every person inside
of this audience is now gonna go look at
the United States of America and it's
gonna find the 1% of people
2.2 million people who are most similar
to those people who watch my video this
is a great audience for me to split test
for me to run ads to to see how does
that audience perform against my other
audiences this is how I play the five
dollar Facebook ad game if you haven't
seen my video where I show you how to
set up the five dollar Facebook Ads
strategy and actually launch your
campaigns that will pop up in the corner
top corner of this video now and
obviously the links to my other YouTube
video tutorials are gonna be down in the
description below at that point you can
see we've got the video watch 50 and
it's populating and then we've got the
video watch 50 look-alike that's also
populating I'm done at this point I need
to give it time what's gonna happen is
it's going to let me know it will stop
saying pending populating down here when
they're ready to go about 30 minutes and
those will be ready to run so those are
the video audiences and I think this is
some of the best areas to retarget
people because if you're publishing
video natively to Facebook you're gonna
get lots of reach right if you're doing
lives on Facebook you're gonna get lots
of reach then those people who engage by
watching large percentages or even 25%
more or more of that video they're great
people to offer your opt-in offer your
course to offer something else to help
them move down the next step in your
funnel the second type of audiences so
again we're gonna go to create audience
we're gonna click custom audience these
are fan page based audiences now one of
these I use as an exclusion audience in
all of my advertisements what I do is
anyone who engages on a post on my fan
page I automatically exclude them from
my ad sets the reason is if they've
commented on the ad they've seen it I
want to keep my frequency number low if
they thumbs up the ad if they heart the
ad if they put an angry face if they say
why are you showing me this ad in the
comments it will instantly remove
that advertisement from ever showing
back up in the feed by excluding this
audience so how do we create the
audience we go in here and we choose
Facebook page now there's a lot of
options here on the Facebook page I
recommend that you go in and test more
of these again I'm showing you the ones
that I use on a very regular basis so it
defaults to everyone who engaged with
your page in the last 365 days I
specifically want people who engaged
with any post or ad in that so that I'm
gonna put here MB because that's the
fanpage that it's on and I just named MB
ad or post engagement and I'm going to
create this audience now what it's gonna
do is it's gonna give me the opportunity
again to go create my look-alike
audience so I would simply click find
people similar to this audience and I
would go through the path that way to
set up a look-alike audience if you're
not able to set up a look-alike audience
there you can always tick the box next
to it here and then we've got I believe
it's on the three dot downs we can do
create look-alike and that'll bring us
into the look-alike audience field as
well super easy to set up there so this
is the ad or post engagement so I
exclude this and let's go one more time
into these custom audiences because I
want you to see how many other ones
there are on the fan page so you can go
everyone who engaged with your fan page
or you can even target people who
visited your fan page this means
everyone who took a look at a post on
your fan page who's not actually a fan
of yours you do have the ability to
retarget them we're getting extremely
similar to the ability to retarget
people who visit our blog but yet now
your retargeting people who visit the
fan page as well again I'm gonna at the
end screen I'm gonna have my video that
shows you how I set up my exact campaign
and what I do is I test each one of
these different audiences against each
other I'm monitoring which ones give me
the high the actually the low excuse me
cost per lead and the low cost per new
customer so I pin all of these audiences
against each other in one campaign each
one is set up as an ad set the video
that shows you exactly how to do that
step by step will pop up on the end
screen that's the game I hope you've
enjoyed this video give me a thumbs up
if you did subscribe I'll catch you on
the next video
Cheers
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