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How to Find Your Ideal Audience on Facebook

In this training, we’ll go over how to find the audience you are going to target your traffic to.

In this training, you’ll learn:

– How to find your audience

– A three-step ad running process

– Which approach should be avoided

– How to use Audience Insights tool

– What is Affinity

– Ideal approach to find audience

– What are Demographics and Segmentation

– What are Age Groups

Three-Step Ad Running Process:

So here is the three-step ad running process that I follow.

– Find your audience

– Create your design

– Create the ad

Approach to Avoid:

Some people design a product first, and then search for the target audience. The problem with

this is, you don’t know if the product is going to resonate with the audience you go into. And you

get attached to the design before you even invite the audience, so this approach may cause you

to do some irresponsible things with your marketing budget.

OK, so let’s get started with audience research.

Go to “Facebook Ad Manager”

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The tool used to find a new audience is called “Audience Insights.”

This is a very powerful tool, and it will help you find people who are likely to engage with your

content and even purchase.

To access this tool, click “Ads Manager > All Tools” > Click “Audience Insights.”

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On the next page, click “Everyone on Facebook”

I’ll show you what I’m running into now, because I’m very experienced with it and know that the

audience I found is proven to convert. So you can take what I’m going to show you and replicate

this to your own niches and into your own audiences, then you’re likely to have same level of

success that I’ve had with the audience I’m running into now.

So let’s start with the baseline. I’m running fitness-based products, which you may have guessed

if you checked my page TakeControl. It is a fitness, lifestyle, and motivational brand that I’m

building on that page. So I wanted to run fitness-related products to the members of that page

to monetize as I’m building the following on that page as well.

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So if we search for a broad interest “fitness and wellness,” you’ll see that there are around

70m-80m active people in that interest group.

Now that’s a lot of people, and you might be thinking that it is great so many people will see my

ad, but the answer is: yes and no. The problem with an audience that broad is you are likely to

get a few things that don’t really line up with the type of users you’re trying to target. And some

key things that will tell you that you hit the wrong audience (audience that you don’t want to

target), are based on “Page Likes.”

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Here you can see that some of this stuff is pretty relevant, but if you look under the “Page Likes”

section on this page, you’ll notice that some of the page likes are not ideal and not directly linked

to people who are passionate about fitness and fitness lifestyle.

What is Affinity: Under the ‘Page Likes’ section, you’ll see a column called “Affinity. It shows how

likely the people who liked that particular page will engage with content you share.

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Ideal Approach to Find Audience:

So you have to look for related pages with strong relevance to your target, and you’re looking for

a high affinity score as well.

If you have those two things, you’re very likely to get post engagement on the content you post.

It’s very likely to have a high relevance, and you’re more likely to have sales from any of those

posts.

Let’s refine this search to find a better audience before we even pick a product and run an ad.

You can look some of the page likes and narrow down the audience. Choose the most relevant

page and enter it under “Interests.”

Basically what I’m looking for is an audience size of 350K, because that’s where I can find the

highest affinity, most passionate, but still large enough audience to run ads for a long period of

time.

One really great tactic you can use is, if you don’t see anything you can use under “Page Likes”

and if the audience sizes are all pretty large (larger than you need), you can narrow down your

audience using magazines, websites, TV shows, and characters, etc.

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Here is a good example. Last year, I spent time going through beach body workouts. So if you

know a small subniche within your target niche, that’s a great place to start, and that’s where I

went. So you could go through top fitness magazines and find something relevant to what you’re

looking for (like a relevant beach body website, a TV show, etc.)

With my personal experience of going through beach body workouts, that’s where I started.

You can see that “beach body” interest only has total audience of 2.5m-3m, much smaller than

the actual fitness niche which had around 70m-80m people. And you’ll notice you’ll see more

relevant pages under the “Page Likes” section, and the affinity score will be much better.

If you can find an affinity of around 20x, you’re at the right place (the higher the better).

But 2.5m-3m is a really big audience and you can still narrow it down, because if you reach the

right people and get conversions out of a smaller audience, it’s more beneficial to you than just

purely going after a large broad target.

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From here, you can start looking at the “Page Likes” section and look for the most relevant

pages. For example, for the beach body research, “Shakeology” was the most relevant page.

So I removed “Beachbody” from interests (which had a much larger audience) and entered

“Shakeology” in interest.

Now you’ll see that “Shakeology” has a relatively small number in their audience (300K-350K).

Now again check the “Page Likes” section and you may see really high affinity. This is exactly

what you need.

And you just found your target audience, and you’re good to run ads to this audience.

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Demographics and Segmentation:

You can further narrow down your audience by using demographics and segmentation.

Criteria I follow:

– Check percentage of men/women.

– Every age group above 10 percent

So in this case, women are dominating men by 92 percent, so we can rule out men right away.

As for age group, I typically rule out 18-24, because that’s mostly college-aged individuals who

don’t have a lot of disposable income. If you target them, you will probably get a lot of

engagements from this age group, but not many purchases. So if your goal is purchases, I

suggest you skip the 18-24 age group.

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So your desired age groups would be:

– 25-34

– 34-44

– 45-54

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Now you can select the particular age range like this:

You’ve found a lean, mean audience that you can target.

Congratulations! In this video, we discussed how to find your target audience.

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