Target like Robin Hood

You know who would’ve been decent at FB ads? Robin Hood.

Now there was a man who knew the value of being able to aim.
But targeting is one of the most often cocked-up areas when it comes to Facebook ads.

Here are the 4 most common mistakes I see being made,
and how to combat them:

  1.  Interest targeting.
    Facebook supposedly has 10’000+ data points on each user – so using their interest options should be great right? Well, yes and no, but here’s what people do:
    1. Select a random few interests that ‘seemed about right’
    2. Ignore the ‘narrow audience’ and ‘exclude audience’ options
    3. Go too broad/narrow

    If your business sells to the local community, then you’re likely best off just using age, gender & location to target people, and leaving the interests completely.

    If you sell to a broader market, then you can test different interests, but do so individually so that you know which are working.

    And make use of the ‘narrowing’ and ‘exclude’ features – so if you’re selling to 65 year old business owners in the UK, try targeting people who like Saga AND who are an admin of a facebook page.

    This is a real screenshot – look at the range of interests, and the fact that the audience just has to match ANY of them. This is not a well-defined audience
  2. Not testing or looking at their metrics.

    I see a lot of people setting up a saved audience of maybe 4-5 ‘interests’ and just running with that. The trouble is that they never know if its really working.

    By splitting different interest targeting options into individual ad sets, you can compare performance, and likewise with other parameters, if you see that a certain age group is consistently performing better, then run with it.

    Look at the Click through rate, look at the CPM, look at the Cost Per result.

    Use the ‘breakdown’ tab to see the ages and genders that perform best.
  3. Not using LLA’s.

    Lookalike audiences are one of the most powerful things you can use within FB ads manager, but I guess they look a bit complicated, so people shy away.

    In reality, a Lookalike audience is just you saying to FB “Hey, you know all those people that did XYZ (bought my book, watched that video, signed up for the mailing list…), can you show these ads to the people most like them please”
    It’s very simple and quick to setup, and the best thing is that it will keep getting better the longer you use it for, and the more info it gathers – it’s one of the more ‘set-it-and-forget-it’options that you have. And given how time is always one of the big issues facing business owners, the more stuff like that the better).
  4. Not retargeting/ building audiences/ nurturing relationships.
    When someone says “I tried Facebook ads, they don’t work” – what they’ve done 80% of the time is put up an ad saying “here’s my awesome thing, buy it now”.

    As you know, this is not the way to do things – we buy from people we trust, and we learn to trust people over time as we see them do things that we resonate with.

    Know-like-trust has almost become a cliche, but it’s so key.
    Rather than just selling at people-  put some content out that speaks to the pains/dreams/hopes/passions/obstacles of your target market, and you can then build ‘audiences’ of people who engage with that – these are people who like what you have to say and would be open to hearing more -so do that, use retargeting ads to show those people some more content from you, and over time (what you’re selling and who you’re selling to will affect how long this relationship building process takes) you can start to ask for more commitment from them.So maybe you start with a 60 second video on FB, then send the people who watched 30s or more to a blog post on your website, then send the people who read the blog post to a free cheat sheet you made to help them move a relevant problem, then take those people who downloaded the cheatsheet and offer them a consult call…

Any questions? Post-em up below.

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