hey miles here miles Becker calm and
this video is about Facebook advertising
specifically we're gonna talk about
audience size now since my last video
and in comments I've received kind of
over the months for sure one of the big
questions is miles what's the best
audience size or what audience size are
and I want to frame that in a way this
can help you move forward with
confidence in your Facebook advertising
now a quick note before we get into this
I generally run conversion campaigns
focused at the lead level with one
interest per ad set and I put lots of
different ad sets meaning lots of
different interests individually into
one big campaign so it's one campaign
lots of different interests and then the
big question comes up miles what is the
best audience size and for me here's my
real true honest answer I don't care
anymore I used to care and I used to
focus on audience size but at this point
to me relevance of that audience to what
I'm offering is by far the most
important factor now in the last video
two two and 1/2 days ago I launched I
believe 46 different ad sets and at this
point I've turned several of them off
they're all generating leads right now
I'm getting an average of 75 or 76
percent cost per leads with the ones
with the ad sets that are still running
I've turned off the ones that have
delivered me two and three dollar leads
and I went in and looked I didn't look
at all of them but I wouldn't even
looked at several of those different ad
sets to see how big are these audiences
and the biggest range I was able to find
from looking is the smallest one I found
so far was 27,000 people in that
audience that was generating leads below
the 75 cent number and I have one
audience that's like 1.2 million again I
didn't look at all of them I could
easily have smaller audiences and bigger
audiences but my assumption is that at
least 20 to 30% of my audiences are
lower than 100,000 people in the
audience now it sounds like there's some
experts or fake gurus out there touting
that you need a quarter million audience
or bigger or else blah blah blah my data
does not reflect that and here
the reason right if there's a group of
people a small hyper targeted group of
people interested in what you do you
need to make sure your advertisement is
showing up in front of them regardless
of how large that group of people are
specifically when they're hyper targeted
right like I'm never gonna pass on an
audience and I'm never gonna say oh I
don't want to show my ads to this
audience that would be great for me
because there's not enough people there
that would be shooting myself in the
foot the audience size data all that
really does is it maxes out how high I'm
willing to scale that daily budget my
rule of thumb is one dollar per 1,000
people
so this 27,000 person audience the
highest I would ever really take that
audience is 25 or $27 per day and I
would keep an eye on the frequency if I
got it up that high but I'm only
increasing my budget if I'm proving
overtime that it drives break-even or
cash flow positive customers because
that's my ultimate goal here so really I
don't pay attention at all to audience
size I don't care if it's a big audience
or a little audience what do I care
about I care about number one what is my
cost per lead from this audience segment
is it within my historical KPI range
which is about 80 cents per lead I'm
super comfortable with
I prefer 60 cent leads I'm comfortable
up at 80 cent leads then number two if I
am getting leads that much am I getting
customers within my new customer KPI how
do I know my new customer KPI well I've
added up all of the different sales that
I've made my OD I and my one click
upsell I've divided that by how many
customers I brought in from my Facebook
funnels and there is my average new
customer value now I know that my
lifetime customer value right like over
the course of the lifetime of a customer
is well over $100 so no matter what
range I'm in here whether I'm break even
a little cash flow negative a little
cashflow positive since I know my
numbers I'm comfortable with the results
because I know long term I'm good and
I'm in a financial situation to be able
to put my money out on the line for two
weeks three weeks a month if I need with
that said my goal is
always to be break-even at the front or
better because I do want to put more
money into advertising not less and the
quicker I see a return on that
advertising investment the quicker I'm
able to scale and put more money in
generating more leads generating more
customers and it creates this kind of
upward spiral in my business that my
revenue numbers don't really change
right I'm dumping everything I make
right back into ads but the number of
leads coming in goes up the number of
customers coming in goes up that's what
I'm after because that's the long-term
game that I'm playing so if you've been
wondering what is the best audience size
for Facebook pay-per-click audiences
know that my personal take is it's
irrelevant the most important thing for
you to focus on with your audiences is
how targeted they are how relevant is
that audience and that audience's needs
desires goals challenges problems etc
how relevant is that to what you offer
if it's hyper targeted and hyper
relevant go after it with a $5 a day ad
set see what happens monitor your cost
per lead monitor your cost per new
customer acquisition if the numbers work
great keep it going if the numbers are
excellent scale it start adding a little
bit more money to that ad set if your
numbers are absolute
turn it off go back to the drawing board
I have found that right now it's
interesting I just turned off a to ad
sets because the cost per leads were so
out of whack it was like two dollars two
dollars fifty per lead this exact same
ad set two weeks ago was delivering me
60 and 70 cent leads so for some reason
I don't know if a new advertiser moved
into the space I don't know what it is I
don't really care what it is to be
honest with you the numbers are saying
that right now this ad set is not
fiscally viable so it's out and I'm
focusing my budget on the ones that are
proving to be fiscally viable at some
point in the future I'm gonna try to
rerun ads so that ad set that I just
turned off I might try new ad copy I
might simply try again in two or three
weeks we're at the end of the month I
don't know if that plays into it I don't
really care this is how I approach the
game is this the only way to run
Facebook Ads
obviously the answer to that is no the
ultimate answer is it depends but I
didn't want to give you that shitty
answer because you can find experts who
are gonna teach you here's the exact way
to do it you have to have at least you
know they give these hard set rules
250,000 is the absolute minimum audience
but you're always gonna be able to find
there's enough scenarios there's enough
ways to run ads on Facebook that there's
exceptions to every rule
but my basic rule and this is a bigger
overarching philosophy
I want my advertisements to show in
front of the most relevant and hyper
targeted audience possible I don't care
how big or small that audience is I care
more about the relevance because it's
that relevance that gets that audience
interested in my free offer my OTO and
my one-click upsell and my future offers
if there's no relevance between what I'm
offering what I'm doing and the problems
and life goals and challenges that that
audience have if there's no relevance
there there's no way I'm gonna be
long-term profitable whether it's a big
audience or a small audience so my take
on the whole situation is focus on
relevance more than audience sighs the
only thing audience sighs is going to do
is be more of a kind of a metric that
you're gonna follow on how big can I
scale this so write a 1 like a 5,000
person audience which would be
absolutely tiny you could do $5 a day
25,000 person audience $25 day 100,000
audience $100 a day million audience you
could get up to $1,000 per day but go
incrementally go slow increasing your
bids and only increase the amount you're
willing to spend on an ad set based on
ad sets that are giving you leads and
customers at breakeven or cashflow
positive or better because that is how
you grow a business without having to go
out of pocket with your ad spend and
that is how and then dumped in that any
extra you get back in from those ads
dumping that right back in your ads to
get more and more leads and more
customers that's the real front end game
and again all the pros are focused on
the back end of the funnel they're
focused on the lifetime value they're
focused on the upsells they're focused
on selling more higher ticket products
to their current customer base because
it is easier to sell more to your
current customers than it is to go get
new customers so that's how the game
works right we set up a system on the
front end that's going to take cold
traffic from Facebook tournament leads
and customers at breakeven or better and
we make all of our money selling higher
end more valuable products to our
current customer base that's the game
right there
chill and that's why I don't really care
about audience size in facebook
advertising if you enjoyed this video
give me a thumbs up here if it helped
clarify something I'm happy to hear that
if you have questions for me hit me in
the comments below I'm happy to answer
as best I can
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