hey miles Eckler here and in this
Facebook advertising video we're going
to go into some of the advanced audience
targeting features inside of the
Facebook ads platform specifically
looking at the narrow your audience
functionality now in a moment we're
going to jump into the actual power
editor into the ad set level and I'm
going to show you exactly how to use
this function within the Facebook
advertising platform but before we get
there I want to kind of start up in the
clouds a little bit and talk about why
and when you would use this kind of a
tool
now I'm not personally using this tool
and I think it's very important for me
to establish why I'm not using this tool
and my main reason for not using this
functionality is because I'm trying to
grow my reach out to a larger audience
right now the messages my wife and I put
out our business model is designed to
bring a niche concept and a niche
meditation essentially out to a
mass-market world so what I'm trying to
do is focus on one specific interest
that has a big audience and a high
likelihood of converting for what I do
okay so then why would someone want to
use this tool this is when you have
really specific products or really
specific marketing situations such as
you've got a Kickstarter going right now
or you have an IndieGoGo going right now
and you want to find people who are
really interested in supporting these
kinds of crowd funded items and they
like your product your specific widget
in the marketplace ultimately this tool
allows you to use the word and there's a
couple of other features of it but we're
going to mainly focus on this one and
it's how you can use the word and within
only target your advertisement to that
overlap between those two audiences now
I have a few real-world examples that
we're going to jump into just for test
purposes I'm really excited to share
this with you so you're going to need to
think abstractly about how
all this works for you and if you think
in your mind and in your business if I
only knew if people who like this and
this only knew about me and my product
then this tool may very well be for you
and let's just jump right in and take a
look so we're starting here inside of
the power editor and I'm just going to
go ahead and create a campaign this is
not my active account I'm just kind of
going through here really quick to show
you how we're going to do it so I'll do
test one and buying type auction
campaign objective just for good measure
will put conversions because we like to
focus on conversions and I'm just going
to 18-plus
let's do I think I can do a skip ad and
this will be test one and we'll create
it and this is going to load it in the
background and at this point before
you're getting into this part of the the
process you should have already spent
some time in the audience insights tool
learning how to find those interests
I'll put the little pop-up bubble it
should pop up right here right now
that'll open that video for you if you
click it will open the background you
can keep watching this video and it'll
show you how to use this interests tool
to find these interests I'm not going to
go in-depth on that because I have a
very in-depth video on that and I'm just
going to kind of plug forward but again
I think you you really should have that
research done already and have
essentially two columns of interests you
want to combine so this is inside of the
power editor they changed it a little
bit since my last video the left
navigation is now up top we can see that
here's my ad set level so I simply click
on the ad sets it brings up my ads that
level the box is checked I click on the
pen and it brings me into creating the
ad set now I'm going to go ahead and
ignore all of this right like I would
obviously be filling out everything in
order to really focus in on my audience
but what I want to get down to is this
detailed targeting so this detailed
targeting is where we put in our
interests that we found from the
audience insight tool and what's going
to happen is we're going to see that
there are some interesting way
for us to leverage this so the first one
I'm going to do is a crowdfunding
example that I had it's just something I
made up right so let's say that you have
a new box club item designed for men and
if you don't know what a box club item
the Dollar Shave Club where they send
you new shavers every month the men's
trunk club is one where they send you
new hipster outfits every month very
expensive hipster outfits Birchbox for
women is one where they send you new
makeup and cosmetics etc etc every month
so that's the concept but we're
imagining a scenario where you have a
Kickstarter campaign you're trying to
raise $100,000 to launch your new box of
the Month Club and it's going to be
designed towards men so the first thing
we want to type in is one of these box
clubs that are already out there because
we want to focus on people who like box
clubs for men right so we'll look at
Dollar Shave Club and we'll choose that
now you'll see seven million people like
Dollar Shave Club which is an absolute
insane number of people right so what
I'm going to do is I'm also going to add
in the men's Trump Club so what we're
doing here is is that not men's trunk
club give me a moment here there it is
so now we have these two interests added
in and these two interests essentially
are one half of our Venn diagram right
those overlapping circles so now we have
identified the individuals who are
interested in these men's based monthly
clubs that get delivered things to their
house every month perfect now I want to
cross-reference this and you see this
narrow audience button you click that
there and it brings up this extra
interests and it says that these people
must also match at least one of the
following so what I'm going to enter in
here is Kickstarter right because if I'm
running this on a platform a
crowdfunding platform and you notice it
automatically offers them I'm going to
skip crowdfunding because I don't want
just people who like crowdfunding I want
people who like the actual platform
right and if you're on one of these you
can absolutely only focus it on the one
that you're focused on but what we've
done now is we have really focused our
ad set and our targeting here on people
who like the men's trunk club ideas and
they like these specifics down here
pretty powerful stuff when you get that
overlap because now you know they like
your product and they also like the
mechanism in which they can go
contribute or be a part of helping your
product go to market let's jump into
another example I'm just going to X
these out right here and I'm going to
kind of keep this window open this next
example comes from a friend of mine who
I've connected with through the videos
and Facebook his name is Steven Walden
and Steven walden is an artist and he's
a badass artist so if you're on Facebook
be sure you go find Steven walden art
and like his fan page and this is his
website steven walden calm so a huge
shout out and he does these really cool
abstract paintings ah maybe they're not
abstract I actually don't know a damn
thing about art so if I get this wrong
please excuse me I just think this is a
really powerful and interesting
opportunity to show how to use this kind
of and based targeting in a real-world
example so you can see he's got these
really cool kind of iconic figures
iconic stadiums st. Louis here you can
see kind of that's though the World
Series moment I believe when they won
the the World Series and obviously I
think this is a perfect example on this
is Tom Brady Tom Brady and the Patriots
just won this who rule again kind of the
greatest of all times whether you love
him or hate him the dude is a beast why
I like this idea in this option here for
him is that it's kind of top of mind
relevance and honestly two months ago
would have been an even better time to
run this kind of a campaign right
because we want we want to stay in front
of what's kind of on top of mind in mass
culture but everyone in Beantown and
every patch fan in the world are still
stoked that they now have another ring
and they're confident this dude is the
greatest of all time so now let's take
this idea into the power editor so
there's a couple of ways we can do this
right so the first thing
what we're going to do is I'm going to
click that off and that's why if you
notice the numbers were a little goofy
there I think that's why the numbers are
goofy but the first thing we're going to
do here is we're going to type in Tom
Brady perfect 12 million people hike
that guy surprise surprise and this is
where it's powerful right 12 million
people like Tom Brady we need to go
deeper in that audience not just Tom
Brady fans right we need to try to find
a cross-section of Tom Brady fans who
like art who like certain types of art
right and I'm again I'm off-the-cuff
with this so if I'm I don't know I I
just I hope I don't insult in any way by
getting my artistic jargon way off but I
love a try I would do my best and then
you can even put in New England Patriots
and if you want to get really kind of
granular about this you could set up one
ad set focused at New England Patriots
and and then one ad set set up at Tom
Brady and and you could test them
against each other I'm just trying to do
this here for kind of an example sync
right and I'm trying to do it relatively
quickly so we click the narrow audience
and it gives us our second one so what
would we put down here I've got two
specific ideas for him in this situation
number one is artists right and
specifically artists who have a
relatively similar style and the one
that came to mind for me is Andy Warhol
and obviously it's a very different
style but I think what it represents is
colorful Andy Warhol is known for using
kind of mass culture figures and
individuals and then doing artistic
renditions of their portraits etc like
the Marilyn Monroe one is the one that
pops into my mind right pop culture
figure artistic relevance to it his art
sells for ridiculous amounts of money
and what you can see here this is where
it gets really cool and I apologize I
have this expand interests when it may
increase conversions ticked so I'm a
ticket and you're gonna see there's
never going to look like 200 million or
something it didn't that time that's why
the numbers on the last one were so high
but this shows us very clearly so
there's six hundred and eighty thousand
people in the United States of America's
because that's where it's focused at who
like Andy Warhol and like the Pats let's
take this off here
let's just run it to Tom Brady five
hundred thirty thousand people this is a
great-sized audience right and not only
is it a great size audience it's
incredibly relevant to what he does to
Steven Walden's art and Steven walden
has the the massive benefit of being
able to use his art as the image in his
ad and someone who loves Andy Warhol and
loves Tom Brady and out of this five
hundred thirty thousand fans there are
10,000 to 50,000 people who I'm saying
love right like I'm rich I love this I
have to have this when I see it
mentality and that's our goal is to find
those individuals and boom you run an ad
to this audience here your likelihood of
converting them into a sale for a
painting like that goes up significantly
because you not only know that they like
them in a figure in the image but you
also know that they like art and they
like that style if this number here is
too low if this came out at like 30,000
or 20,000 that's going to be too small
of an ad set for me to really run to
money to so what I would do in that
situation is I would add more you could
do Salvador Dali or I don't know anybody
who you think would Jackson Pollock or
anybody who you think would be
interested in that another thing you
could do here is narrow further and now
we're getting to three levels of our
Venn diagram and we're having to have
three things intersected I haven't done
this before curious how this works we
may drop our audience down to nothing we
may be able to focus this to one more
step because again I'm thinking and I
don't know for sure like I'm thinking he
wants rich people straight up I'm
thinking he wants people who are used to
spending millions of dollars on art who
looked at his stuff and they're like you
know this guy's got a cool style they're
maybe not ready to put a bunch of money
behind him because his name's not worth
the money or maybe it is I'm not again I
apologize from step I got toes but what
I'm getting at is is you want to find
people who are maybe looking for that
up-and-coming artist they value fine art
in a major way how could we add those
let's add in the auction houses that
sell really high-end art I know of two
of them there's Christie's and I believe
it's apostrophe s let's see here is this
Christie's I think this is Christie's
right there
um let me go real quick I apologize
again I wanted to do is off the cuff to
show you you know as I doubt okay so it
is Christie's auction house is exactly
what I was shooting for it is with the
apostrophe
and then Sotheby's so it pulled up
Sotheby's as another interest which is
what I was looking for bingo
three hundred and ten thousand people so
this size of a budget I think you're
very comfortable running like I could
run probably two three hundred dollars a
day to this add to this kind of a size
audience and not really exhaust my
audience too quickly I doubt he's gonna
be running campaigns that big if you're
in the ten to thirty or fifty dollars a
day mark you really would have to run an
ad for months in order to exhaust this
entire audience I love this size of
audience and I love what this says about
this audience right
they love Tom Brady who is the
individual who is in the art bingo I
want that then they love an artist who
has a similar style and they even like
the auction houses where they're used to
paying ridiculous amounts of money for
whatever it is they won and people who
like those auction houses they have a
mindset of when I see something I want
it and that's where his imagery just
floating around out there on Facebook
popping up in front of these people
could be really powerful now does he
sell numbered prints that are thirty to
sixty or ninety dollars I don't know is
this the ad set that he's using to try
to sell the original that the prints are
made off of I don't know there's a lot
of testing that would have to go
behind-the-scenes but this is an
incredibly powerful set up right here in
order to potentially get this image and
this product in front of people who
would absolutely do what it takes to
jump over hoops to get this thing on
their wall and you can see that it's $40
here I don't know if he's got any
upsells on this but the moment someone
clicks and buys he could definitely
upsell them $200 framing package with a
frame and a mat etc etc so there's a lot
of ability to go deeper and again I
really do think that there's I don't
know if he sells I don't know that much
about his business I don't know if he
sells the originals but if he's got an
original that this is made off of and
it's got like he's printing out 250 or
300 of these prints I think he could try
to sell
original four five six ten $15,000 and
that might be the trick to get an
audience like this to be worthwhile
spend two or three grand to make a ten
thousand dollar sale personally I do
that all day long every day I don't know
his business model that well I'm just
throwing this out there we're gonna do
one more example for you to try to help
really dial this in because this is
super powerful and you can see the
numbers do hold and real quick since the
numbers are goofy I'm going to redo that
first one super fast so I'm gonna do
Dollar Shave Club ll AR Dollar Shave
Club and then I'm gonna do narrow
audience and then I'm going to do
Kickstarter so you can see right here
1.2 million people like Dollar Shave
Club and like Kickstarter if this is too
big right then you might want to go with
like I was saying the the men's trunk
Club which i think is a smaller and
again you should know what you're
putting into here right I am 100%
guessing and you should be have already
gone through the audience insights tool
and you should absolutely know what goes
in here you should know with beyond a
shadow of a doubt what your audience
already likes I don't I'm not in this
space I don't want to be in the space
this is an example for you I'm just
taking time out of my day to show you
this so here we've got it we've got the
men's trunk club right elite fashion or
high-end fashion for men whatever
delivered monthly and then we've got
Kickstarter two hundred and ten thousand
people so if you have a product that's
kind of relevant to the men's fashion
area and you're on Kickstarter boom this
is how you find people who like both
which means you have a higher likelihood
of connecting with them and if you use
wording that says like men's trunk club
this new Kickstarter is going to blow
your mind you're hitting it to their
life they're like god I like Kickstarter
I like Trump club because people like
kicks are they feel like they're
contributing to like launching a
business they're not an angel they're
not a VC they're they're they're
crowdfunding kind of person and they
love
being on that leading edge it gives them
something to talk about it makes them
feel exclusive blah blah blah and then
you need so you need that but then you
need the relevant context that proves
they like something very similar to what
you like and again I love these you know
two hundred five hundred thousand
audience sizes for a lot of people are
going to be hyper it's like big enough
that you can run ads for a while but
it's small enough to where you're really
really hyper focused obviously if you're
kind of spending three four five hundred
dollars a day a thousand dollars a day
you would kill this audience in a
heartbeat but you already get that right
so that's not the goal of this this
video here last example for you today
which is a really fun one so there's
meal delivery clubs and in the news
right now I believe blue apron just
hired some lawyers and they're going to
go IPO they're going to launch out
they're going to take their business
public which means they have reached a
level of market saturation they think
they're big enough they're stable enough
to bring investors in to grow to the
next level that is a really good sign so
I'm going to put in blue apron and my
tweak on this is let's say you had a
vegan home delivery recipe system now
blue apron if you don't know what it is
they mail you the recipe and then they
mail you all of the ingredients in the
exact amounts that you need and you get
to put together like restaurant quality
meals at home it takes thirty minutes it
removes the pain of shopping it removes
the pain of buying like that much
paprika when you need like that much
paprika and so it solves a lot of
problems and its really caught on right
so what if you like to do you want to do
this for vegans would be my idea right
so like your your niching down more to
vegans people who don't do any animal
products at all no meat etc and you want
to do this delivery service so let's
let's overlap those two and see how big
of an audience we have so the first
thing I'm going to do is put in blue
apron
my toast fell apron right I think I did
okay so two million likes and if you
wanted there's another one called
hellofresh I would actually
auto-populated that for me I could have
just clicked and again you would know
what all of these are and you would be
able to pop these out in a heartbeat and
you would be digging deep on these and
then I'm going to narrow the audience
and now I need some vegan based interest
so I'm just going to go
looked veganize it is a book that just
came out let's see if that comes out no
let's just have in vegan and see what
happens
vegan veganism the nutrition go vegan so
again I would know what these are vegan
calm I know is a big website and then
let's see what that does
7,300 people right so literally if you
took one of these off and if you were
positioning yourself like I don't know
the the unique sale selling principle
USP between blue apron and the other one
but I would figure out what those are
and find out which one I'm most closely
aligned with which one my marketing my
messaging is most closely aligned with
and right here in a heartbeat we have
now found people who like food and
ingredient packages delivered to them
and they like vegan items personally I'm
not a vegan I eat a lot of vegan food
when I travel I don't really trust
ingredients in most restaurants I don't
know where they're getting them I don't
know the quality I don't know what's in
them and I figure if I keep the animal
stuff out of it I'm best to keep out a
lot of the weird stuff so I eat a lot of
vegetarian food and often eat vegan when
I can and I like to support those
businesses so I'm the kind of person who
might like vegan calm even though I'm
not vegan I'm the kind of person who
likes mixing in a few vegan meals every
single week because of the environmental
benefits of what veganism is and if you
know about how much water is used from
cattle ranching and some it's crazy at
how messy and dirty that area is total
tangent and I'm back so this is an
example where someone is interested in
veganism and vegan calm and these
delivery services and the odds are you
could run an ad saying like blue apron
question mark wish it was vegan question
mark you have their attention right out
of this 480 thousand people when you put
that kind of a messaging in your
headline and someone scrolling through
like blue aprons just wish it was vegan
actually I do
click I want more in furious they're
gonna engage with your ad and I go wire
they're curious because you got them to
say yes twice right you show that you
know them that well you really want to
take this to the next level you could
even focus this stuff on people who are
in New York New York
so with um so with this kind of an idea
it might be difficult for a small
startup who's trying to prove what
doing on a massive scale right like
nationwide distributions really
difficult to go if you're bootstrapping
and getting started so here's how you
could do it in New York New York only
and just combining those two we now see
that we've got 43,000 people
it's that's not enough you could do
hellofresh and here's one of the other
cool things you could do you could go
list the most famous vegan restaurants
in New York to really increase the
audience sides so let me let me just do
a couple other ones right here just and
again you you need to know these already
so veganism we'll put that on there we
should be up to about 100,000 exactly
right on a hundred thousand so there's
there's how in New York City right let's
say you have this delivery service and
not only doing this delivery service but
you're in New York specifically hundred
thousand people have multiple likes and
an overlapping interest that is hyper
focusing them to give an extremely high
likelihood of them being interested in
what you have right so this is the
audience side and then the only other
really big challenge is your messaging
and your offer right we know where we're
going to meet them we're going to meet
them on Facebook everybody's on Facebook
perfect we know what the audience is
it's people who like that and that in
this situation perfect the third part of
your messaging and those kinds of
questions like do you like this and this
wish it was that boom they're interested
you tell them a story about how you got
going in your big text call-to-action
maybe offer them their first meal free I
would look in to see exactly what blue
apron and hellofresh do in order to
offer how do they draw in new customers
and I would try to mimic what's
apparently working for them because I
think there's some of the
fastest-growing ones I wouldn't copy it
I would mimic it right I would see are
they doing their first meal free great I
would do a first meal free or they do in
a discount I would try that but kind of
go with what works on these companies
that are scaling beyond what you're
doing hyper focus down and really this
is a really powerful audience level and
then if we take off New York and we
leave it now you can even change it
right that's just 25 miles around New
York so if you want to drop down to just
10 miles I think you can even go into
your neighborhood I'm not from New York
and I don't do much of that New York
thing so yeah just within 10 miles which
is you know maybe a long bike ride or
let's see can we even do man
and I'm just I'm just having fun I'm
such a nerd like it's insane at how how
much I like this so you can even pick
like a burro right if you're in the
Bronx if you're improve all Brooklyn's
totally hipster right now see that's
within twenty five let's drove Adam ten
so these are the kinds of ways you can
play with it
so if your ads aren't working great
right now if you feel like you're too
abstract or you're kind of throwing out
your ads to too big of an audience and
there's not enough relevance this is
absolutely the tool for you you need to
build on these kinds of this and that
situations with the interest that you
get from the audience insights tool and
this is going to allow you to really
really hyper focus in what's really
powerful is when you kind of get into
mindset stuff and like personal
preference choice stuff and physical
things they've already purchased in the
background right so the mindset stuff is
like for the artist the mindset is I
like this style of art or I like this
team right because he also does team is
old Frank Smith's kind of like different
kinds of art etc so it's like the
mindset is I give my kind of heart to
this team or this sport or this
individual within the sport and I pay
money to auction houses bingo you have
both you have the heart and the mind all
tied in and then it's just a matter of
tying those things together with a
unique message that gets them to move
and for the artist I'm telling you his
art is like the best advertisement in
the world so again here we have like
people who like these generally have
paid money to these companies to have an
experience and be like well that was
really good and this is a lifestyle this
is the mindset right and then again on
the men's trunk club it's people who
like the the Indigo goes the Kickstarter
I feel cool when I'm the first one to
invest in a company that's just starting
up right that's a mindset thing that's
an exclusivity thing so you want to play
on that in your messaging but then they
also like the fact that stuff they want
anyways just shows up to their door and
they like it whether it's the trunk Club
the Dollar Shave Club etc etc etc that's
it so that's how this video is going to
end at this point I really find this to
be a very powerful tool for specific
kinds of businesses that are really
merging and inter lapping things that
are already working really well in the
marketplace and
you even seen how on the Facebook
advertising system you can not only add
multiple interests down three four
levels to hyper hyper hyper target but
you can then layer on the demographic
information such as the physical
location to really target in your
audience but again the game is not just
targeting and it's not just the audience
it's also the messaging that you send
them and I've got a lot of information
on the messaging I've got some ads that
I will actually I'll pop up here where I
analyze some of the best converting ads
and some ads that really kind of popped
and I thought did really wonderful job
and finally on this end screen here I'm
going to try to put it up here let's see
if it pops up there on the end screen if
you want to get access to my case study
on Facebook where I showed you exactly
how he generated about 14,000 leads in
30 days for just under 900 bucks it's
all my website and you can click through
it's an hour-long 45 minute long
presentation check that out thank you
very much give me a thumbs up here if
you liked the video I'm happy to help
and answer questions if you have any
questions here in the comments leave
those below if you haven't subscribed
yet why not just click the subscribe
button that's it awesome cool if you
watch to the end you might already know
what to do and I will see you in the
comments and more importantly I will see
you on the next video thank you for your
time be well
#Best Education Page #Online Earning
online earning,make money online, earn money online, online earning, online earning sites,
make money online free, online money income, earn money online free, money online, best way to earn money online, online income site, money earning websites, best online earning sites, easiest way to earn money online, earn money payment bkash, online money income site
Posts
No comments:
Post a Comment