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<\/p>\nDo you know where your customers live? Are they male or females? What do they like on Facebook? And in real life? Do they all speak English?<\/p>\n
If you don’t know at least these basics about your audiences, how can you compare them, find similar ones, plan your campaigns and create relevant advertisements?<\/p>\n
How do you know if your Facebook ad\u00a0campaigns\u00a0are meaningful to people on the platform? Stop guessing and start using Facebook Audience Insights to find answers.<\/p>\n
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Audience Insights is one of the most powerful (and free) tools that Facebook offers to give every business the knowledge they need to boost their Facebook ad campaigns results.<\/p>\n
By using the Audience Insights tool to create customer profiles in this level of depth, you learn how to better tailor your content to your users as well as where to promote your content to ensure they read it.<\/p>\n
Here’s everything you need to\u00a0use Facebook Audience Insights to narrow your audience to perfection. Including a case study on how we use Audience Insights on AdEspresso Audiences.<\/strong><\/p>\n <\/p>\n If we take a successful Facebook ad campaign and distill it down to just the core elements, the four main factors would be:<\/p>\n So, with audiences being one of the four pillars of success, how do we know who we should target with our ads?<\/p>\n With 2.27 billion monthly active users on Facebook (and over a billion on Instagram) there\u2019s plenty of potentials to narrow the audience down and zero in on just those people that are most interested in our offer.<\/strong><\/p>\n The targeting options we have available to us in Ads manager are:<\/p>\n Custom and lookalike audiences can be very useful, but new advertisers might not have enough traffic and conversions to create them, and established marketers may have used them so often that they\u2019ve saturated the audiences.<\/p>\n That\u2019s where interest and demographic targeting<\/strong> comes into play.\u00a0But how do we know which interests to target?<\/p>\n This is how Facebook introduces Audience Insights:<\/p>\n Log in to your Business Manager and click on the menu in the top left-hand corner, under the Plan section.<\/p>\n Here you can select Audience Insights:<\/p>\n You\u2019ll then be presented with a popup, allowing you to choose either a general audience<\/strong> or people connected with your Facebook page<\/strong>:<\/p>\n Note<\/strong> that to protect user privacy, the option to select a custom audience was removed in 2018.<\/span><\/em><\/span><\/p>\n Once you\u2019ve selected your starting audience<\/strong>, you will be taken to the main screen<\/strong>:<\/p>\n The left-hand menu<\/strong> allows you to filter the audience<\/strong>, the options available are:<\/p>\n If you are targeting another country be sure to change this.<\/p>\n If you can\u2019t get enough data for your chosen country and sections are showing blank then switch back to the US. <\/strong><\/p>\n Although this won\u2019t be quite as relevant, the larger audience will allow you to access more data to start exploring interests.<\/p>\n Helpfully, Facebook provides an audience estimate<\/strong> at the top of the page, if you notice that it gets too small, <\/strong>you should\u00a0remove a filter<\/strong>.<\/p>\n There are four tabs in Audience Insights:<\/p>\n To demonstrate what each section does, we\u2019ll use an audience of AdEspresso Facebook page fans as a case study.<\/strong><\/p>\n The first graphs you\u2019ll be presented with, are for age and gender, relationship status and education level.<\/p>\n The gray bars are the averages for all Facebook users in that demographic and the blue bars represent your chosen audience.<\/p>\n For AdEspresso we can see that most users are aged 25-54<\/strong>, that seems logical for a tool that is only used for business purposes.<\/p>\n Our fans are slightly more likely to be single, and they\u2019re highly educated<\/strong>…the stereotypical Facebook geek!\u00a0\ud83e\udd13<\/p>\n Next up is job titles, quite a few are in sales, business or IT.<\/strong>..all a good fit for digital marketing.<\/p>\n What other Facebook pages do AdEspresso fans also like<\/strong>?<\/p>\n It turns out that other digital marketing companies such as Marketo, Leadpages,\u00a0and Infusionsoft are popular.<\/p>\n That immediately gives us some interests to target<\/strong> if we wanted to run ads to acquire new customers.<\/p>\n Now comes the best bit, the affinity score. <\/strong><\/p>\n Facebook defines this as \u201chow likely your audience is to like a given Page compared to everyone on Facebook\u201d.<\/p>\n Uncovering niche interests<\/strong> such as \u201cBing Ads\u201d can be much more useful<\/strong> – and less competitive<\/strong> – that targeting broader and more generic digital marketing<\/strong> interests.<\/p>\n Not all of the Facebook pages in the affinity score section can be targeted<\/strong> so it\u2019s worth making a list of 10-20 so that you can find 5-10 of them when using interest targeting.<\/p>\n Also, some common sense is needed to create the shortlist.<\/strong><\/p>\n For example, Old Dominion Freight Line isn\u2019t aligned with digital marketing so can be left off.<\/p>\n The location section doesn\u2019t show any particularly strong trend<\/strong>; this is to be expected as digital marketers can generally work from anywhere that has wifi.<\/p>\n Finally, we can see that AdEspresso fans are much more active on Facebook than the average person<\/strong> and they tend to have both a laptop and a cellphone<\/strong>, as we\u2019d expect.<\/p>\n What can you do if you haven\u2019t got enough Facebook page fans<\/strong> yet, or if you are looking to advertise a product or service which isn\u2019t aligned with your core business<\/strong>?<\/p>\n The best place to start is to create a buyer persona and outline some interests<\/strong>.<\/p>\n Let\u2019s imagine that we wanted to set up a cosmetics subscription box. From our buyer persona, we might highlight Ipsy as a similar makeup and beauty subscription box. Then Audience Insights can quickly create a list of interests to target such as Birchbox, Boxycharm, Benefit Cosmetics, FabFitFun,\u00a0and Urban Decay.<\/p>\n Using a buyer persona to create a list of interests to target, can be very helpful; it becomes almost indispensable if you don\u2019t know the industry well, such as if you\u2019re an agency taking on a new client.<\/p>\n Wanna dig deeper and discover how to create perfect Buyer Personas?<\/p>\n You can check this<\/a>, or\u00a0download our\u00a0free Buyer Persona Workbook<\/strong><\/a>, with exercise worksheets to use when developing personas.<\/p>\n\n
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Step forward Audience Insights, the official Facebook tool for customer research.<\/strong><\/h4>\n
![\"Facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/02\/Facebook-Audience-Insights-tool.png\")
<\/p>\nGetting Started With Audience Insights<\/h2>\n
![\"Facebook](\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/02\/Facebook-audience-insights-tool-1.png\")
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\nRemember That:<\/h3>\n
\u3299\ufe0f The default location is the United States.<\/strong><\/h4>\n
\u3299\ufe0f Insights can only be provided if there are at least 1,000 people in the audience.<\/strong><\/h4>\n
![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/02\/Facebook-Audience-Insights-tool-4.png\")
<\/p>\n<\/div>\nCase Study: Using Audience Insights on AdEspresso Audiences<\/h2>\n
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<\/p>\nIf you only check out one section in Audience Insights, be sure to check the affinity score.<\/span> <\/b><\/h4>\n
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<\/p>\nUsing Audience Insights Without Facebook Fans<\/h2>\n
\nBuyer Personas, the Secret Weapon Every Agency Needs<\/h3>\n
![\"Buyer](\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/02\/Screen-Shot-2019-02-05-at-4.53.02-PM.png\")
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