0:00
[MUSIC PLAYING] We made it. I'm about to take you into the Facebook Ads Manager and show you the Audience Insights tool, one of the most powerful data aggregation tools that exists on the internet today. And I'll show you how you can leverage it for creating audiences to target in your Facebook ads. All right.
0:25
So here we are inside of our Facebook Ads Manager. And in the left hand menu where we access all of our different settings in the ads manager, we can click on All Tools. And under the Planning column, there's this little link called Audience Insight. So again, we click the left menu. We click on All Tools here at the bottom. And then we go under the Planning column to Audience Insights.
0:49
Now you'll notice there's this big pop-up that says, how do you want to start? You're going to select Everyone On Facebook. So we want to first see all of the data that Facebook has available to us for every single person on Facebook, so we're going to select that. And this is now going to tell you a bunch of information about Facebook users. For example, on Facebook, across all users, there's 54% of them who are women and 46% of them who are men.
1:18
One of the really cool things about Audience Insights is we can use this left hand column to refine our audience and find out more information about them. As an example, I discovered through my avatar research that one of the brands that my audience shops with is called Chico's. So I'm going to search in the Interest field here for that brand. And you'll notice there's a bunch of different interests, but you see one of them here is the Chico's clothing brand.
1:45
Now every brand or interest or influencer that you filled out in your avatar worksheet may not be available in the Audience Insights tool, but a lot of them will be, so you just got to try them and see if they're there. In this case, the Chico brand is actually available as an interest that I could look deeper into through Audience Insights. So I'm going to select Chico's Clothing.
2:09
Now what you'll notice is something interesting happens. The data in the right hand column changes. So Facebook is telling me people who are interested in the Chico's clothing retailer are 96% women. That makes a lot of sense because my brand sells only to women. So I know I'm on the right track in terms of what interests I should be targeting. Now on this left hand menu here, I can also limit the age and gender information.
2:35
So I'm going to go ahead and select Women, and I'm also going to select over 45 because I happen to know that my audience is over 45 and I only want to see interest related to women over 45. So you'll notice that Facebook in this Demographics column is now only going to show me women over 45. And there's a bunch of other information available to me here. But what I want you to focus on is this Page Likes section.
3:00
So you can click on the Page Likes tab, and that's going to tell you that women who like Chico's clothing retailer also like these additional things. And this is how we begin to build out our audience targeting. What we're going to do is we're going to copy these interests and fan pages into a document. You can see here that I've created a document for my brand. Boom.
3:22
These are interests that I'm actually targeting on Facebook. So I want you to go ahead and open a document and begin copying the different categories and Facebook fan pages that you find from one of your interests. So as we scroll down here, we can see under Facebook Page Likes that women who like Chico's, specifically women over 45 who like Chico's, are 668 times more likely to also like Boston Proper, which is another Facebook fan page or brand.
3:53
And they're 478 times more likely to like soft surroundings. So I'm going to grab all of these interests and I'm going to put them into my document. The reason that we want to copy these interests into a document is later, when we're actually building our audiences, we're going to attempt to target these interests. Now the interests that are on Audience Insights do not always correlate to a targetable audience.
4:19
It's about 50% of the time, so you want to make a list of 50 to 250 interests that we're going to then use later to try to build out an audience for your brand. So once you've copied all of the relevant interests-- and you can also click this See More button and you can get more relevant interests based on Chico's-- what you'll do is you'll just X out the Chico's interest and perhaps you'll put in one of your influencers or one of your associations.
4:44
In my case, I discovered that women in my demographic belong to the AARP community. So I'm going to type in AARP. I'm going to select that. And that's going to give me a bunch of other things that people who belong to AARP are interested in. So for example, they're interested in SilverSneakers, which apparently is a sports team or a sports Association. They're interested in the Old Photo Archive blog.
5:08
They're interested in family pet services. They're interested in the Cleveland Hospital Clinic. Look at this, iLovePaws. So what turns out, women who are over 45 who belong to AARP seem to be animal lovers. So I could build out a whole bunch of interests based around animal lovers. As we scroll down here, I learned about a whole bunch of other Facebook fan pages, just like The Grandma's Club.
5:33
I never would have known that The Grandma's Club was a thing that existed. Let's actually hop over to Facebook and see if we can see this fan page. So I clicked it, and look at that. It takes me right over to a fan page called The Grandma's Club that has 845,000 people who like it. Some of whom were actually friends with me. As I scroll down, I can see that they're posting content and videos and that they have a community.
5:58
And so that's an interesting audience that I never would have known about if I didn't use the Audience Insights tool to have Facebook tell me people who are a part of the AARP also like all these other things. We can take this multiple levels deeper where we can look at demographics. Here's an example that. On the Demographics tab, here I can see that 70% of the women who are interested in AARP are married.
6:23
I can see that 37% of them graduated high school and 56% of them graduated college. I can see things like what jobs they have, where they live on the Locations tab, what cities they're most likely to live in. It turns out AARP members are very prominent in Louisville, Kentucky. So I want you to use this to build out a document of 50 to 250 interests that we're going to use in the next video to begin building out saved audiences.
6:53
Take your avatar worksheet that we filled out in a previous video. Take all the interest, the products, the influencers, the blogs, the magazines. Put them into the Audience Insights tool and use those to find correlated interests, audiences, demographic information, and geographic information that we're going to use in our targeting Lastly, inside of Audience Insights, I want to show you that it goes quite deep.
7:17
We can literally start with a base-level topic like golf. I'm just going to put in "golf." And I'm going to remove the age and gender settings. And if I go over here to Page Likes, I will see that people who are interested in the golf category tend to buy Under Armor. They're interested in the Dollar Shave Club brand. They like Tim Tebow, the athlete. They buy from Barstool Sports. They buy from Dick's Sporting Goods.
7:40
So I can learn a lot about people who have the interest of golf that I never would have known. I wouldn't have known. And one of the things I learned about golfers is they love beer brands. I wouldn't have known that without using the Audience Insights tool. Facebook has thousands of data points on every user, and they can correlate those data points. They can tell you people who are interested in golf like Tim Tebow, the athlete, the influencer. So as an advertiser for golf clubs, I might run ads to people who are fans of Tim Tebow.
8:08
So go ahead, use the Audience Insights tool, spend some time, spend some energy, build out a list of a bunch of different categories and interests and magazines and blogs and influencers and all kinds of different interest groups and fan pages, put them in a document, and meet me in the next video where we will use those to build out saved audiences for your brand. [MUSIC PLAYING]
