1 00:00:00,870 --> 00:00:06,640 In the last lecture you'll learn how to set the objective for your Facebook campaign. 2 00:00:06,680 --> 00:00:11,980 And we did that in the campaign level of our ads create tool here. 3 00:00:12,090 --> 00:00:16,160 Now in this video we're moving now and into the onset level. 4 00:00:16,290 --> 00:00:21,570 And you'll remember this is the place for you to find the audience for your art your placements where 5 00:00:21,570 --> 00:00:24,870 you try to peer the budgets and these shared tools. 6 00:00:25,040 --> 00:00:29,950 And this video I'm going to show you how to start defining the audience for your god. 7 00:00:30,000 --> 00:00:35,250 We're going to look at the first five ways that you can do that by location age gender language and 8 00:00:35,250 --> 00:00:36,530 demographics. 9 00:00:36,530 --> 00:00:42,600 And I'm also going to show you some really cool tips so you can get this done really quickly and do 10 00:00:42,600 --> 00:00:44,600 it very accurately as well. 11 00:00:44,620 --> 00:00:48,710 And a lot of people don't think about this when they're creating their ads. 12 00:00:48,810 --> 00:00:50,850 So let's dive straight into it. 13 00:00:50,850 --> 00:00:54,580 Now we're really moving down to the audience section here. 14 00:00:54,750 --> 00:01:01,020 And I think before you start to mess around with this and start to put in locations and anything like 15 00:01:01,020 --> 00:01:07,590 that one good place to start looking at here is the fuel gauge which is over on the right hand side 16 00:01:07,590 --> 00:01:08,240 here. 17 00:01:08,250 --> 00:01:15,180 Now I would even recommend you write down this number right now which is potential reach so I can see 18 00:01:15,180 --> 00:01:23,520 this is two point nine million people and based on the targeting options that I have in place right 19 00:01:23,550 --> 00:01:28,950 now that's that's what the ad is going to reach potentially reach a 2.9 million people. 20 00:01:28,950 --> 00:01:35,610 Now you'll see a that it says that my audience selection is fairly broad so we will want to narrow it 21 00:01:35,610 --> 00:01:35,980 down. 22 00:01:36,000 --> 00:01:43,560 And that's the purpose of these targeting options to make it more specific and to get it down to a smaller 23 00:01:43,560 --> 00:01:50,010 audience size so that our fans are appearing only in front of people who we think are going to care 24 00:01:50,010 --> 00:01:57,630 about it and who are going to click through or damaged or up or whatever the objective is that you have 25 00:01:57,630 --> 00:01:59,030 said for your campaign. 26 00:01:59,040 --> 00:02:03,920 If we do that well if be targeting Well we're going to minimize or wasted and spend. 27 00:02:03,980 --> 00:02:06,360 Going to get a lot more results out of our budget. 28 00:02:06,360 --> 00:02:08,650 So it's a really important thing to do. 29 00:02:08,880 --> 00:02:10,540 So let's dive straight into it. 30 00:02:10,550 --> 00:02:15,020 Then the first way that you can target your heart is by location. 31 00:02:15,320 --> 00:02:22,770 And actually this is the only targeting option that is required in order for your Facebook to go live 32 00:02:23,430 --> 00:02:24,750 right now that you can see. 33 00:02:24,750 --> 00:02:31,380 You can see here that for my example it is targeted to Arland and up came up by default because that's 34 00:02:31,380 --> 00:02:34,200 where I'm am right now. 35 00:02:34,470 --> 00:02:41,160 So we can see and understand already that we can target Aransas by country but we can also target are 36 00:02:41,160 --> 00:02:43,200 ads in much more specific ways. 37 00:02:43,200 --> 00:02:51,930 So for example I can put in here the city that I'm in Dublin so watch this gauge now 2.9 million dropping 38 00:02:51,930 --> 00:02:54,400 off to 1.4 million. 39 00:02:54,630 --> 00:03:01,770 So if I had a business that was restricted to a certain area or serve a certain area well then a good 40 00:03:01,770 --> 00:03:04,790 idea to narrow it down to that area. 41 00:03:04,950 --> 00:03:12,990 You can not only do it by city like this but you can also put in maybe a neighborhood as well so here's 42 00:03:12,990 --> 00:03:14,780 a neighborhood within the city. 43 00:03:14,940 --> 00:03:21,370 And I can see now that it's come up as a radius format and this could be ideal if you're a big business 44 00:03:21,370 --> 00:03:27,560 that has the catchment area and everyone to narrow it down and that and I can also see that I can reduce 45 00:03:27,560 --> 00:03:33,580 is even more down to 10 miles at a minimum and I can see the change in the fuel gauge there. 46 00:03:33,610 --> 00:03:34,470 A good. 47 00:03:34,890 --> 00:03:38,570 So location targeting is really the starting point. 48 00:03:38,670 --> 00:03:43,770 It's key and this is going to be different depending on the type of business that you have if you have 49 00:03:43,770 --> 00:03:50,250 an online business and or fly off line business etc. These targeting options are going to vary to suit 50 00:03:50,280 --> 00:03:51,670 your needs. 51 00:03:51,690 --> 00:03:59,100 Now moving down here we have the age and really demographics skew the option here to put in the age 52 00:03:59,100 --> 00:04:02,480 range of the people that you want to show your ad to. 53 00:04:02,610 --> 00:04:07,620 And this is going to be something that it once again is going to be dependent on the type of business 54 00:04:07,620 --> 00:04:08,720 that you have. 55 00:04:08,730 --> 00:04:12,720 Now remember those Facebook and Instagram policies. 56 00:04:12,750 --> 00:04:19,800 So if for example you are advertising an alcohol product or have any of that content on the restricted 57 00:04:19,800 --> 00:04:25,170 content list well then you have to follow those same guidelines as you set up your ad here. 58 00:04:25,530 --> 00:04:33,060 Gender then you can select all male or female on languages you can enter the language that you want 59 00:04:33,060 --> 00:04:34,180 to include here. 60 00:04:34,200 --> 00:04:42,270 So I'm just going to pop in English you ass on down here even further again you have an extra option 61 00:04:42,300 --> 00:04:49,140 to really get into more demographics so let's click this down here and you can see that you can target 62 00:04:49,140 --> 00:04:58,070 people not only by their gender and their age and their language but also say by their education the 63 00:04:58,080 --> 00:05:04,480 level of education that they have at their life events so if they're getting married away from their 64 00:05:04,640 --> 00:05:12,430 hometown if it's their birthday coming down again we can see if they're you know new parents at their 65 00:05:12,430 --> 00:05:19,510 political side that they're on the work that they're in in terms of being employed or industries or 66 00:05:19,510 --> 00:05:23,120 job titles et cetera their relationship status. 67 00:05:23,230 --> 00:05:30,730 And this is often why people who get newly engaged will see all these ads that wedding venues etc. I'm 68 00:05:30,730 --> 00:05:35,900 sure you've heard the stories from your friends where they really commented on the ads that pop up once 69 00:05:35,900 --> 00:05:41,830 a life event happens so you can see that there really are a ton of targeting options there. 70 00:05:41,890 --> 00:05:46,660 Now I know personally it can be a little bit overwhelming there's so many options where would you even 71 00:05:46,660 --> 00:05:47,770 get started. 72 00:05:47,800 --> 00:05:51,720 So I wanted to give you some advice on how to think about this. 73 00:05:51,940 --> 00:05:58,600 What I would recommend is that you try to imagine your ideal customer what they look like who would 74 00:05:58,600 --> 00:06:01,480 really be the poster boy for your product. 75 00:06:01,500 --> 00:06:07,150 Even the blog post that you're writing for them that's really going to get a lot of value out of this. 76 00:06:07,160 --> 00:06:13,660 And so if you have no data right now just imagine that and fill the details out with that one person 77 00:06:13,750 --> 00:06:16,390 in mind or a group of people. 78 00:06:16,390 --> 00:06:20,900 Now if you do have data I'm going to show you a really cool trick taken to this. 79 00:06:21,040 --> 00:06:27,720 So if you have a Facebook page why I recommend you do at this stage is come to your Facebook page. 80 00:06:27,730 --> 00:06:35,410 Coming to insights here and you'll notice Dan on the side bar here that you actually have a section 81 00:06:35,410 --> 00:06:37,300 called people. 82 00:06:37,740 --> 00:06:42,210 And here you have the exact information that you need to put into your Facebook card. 83 00:06:42,310 --> 00:06:49,300 So if you want to reach people who are already like your existing Facebook fans then this is information 84 00:06:49,300 --> 00:06:50,320 that you can use. 85 00:06:50,410 --> 00:06:56,140 And if you are creating these ads for a client or you're working in a business and you need to create 86 00:06:56,140 --> 00:07:01,090 these ads and this is a great resource and source of information that you can use. 87 00:07:01,090 --> 00:07:07,960 So for me personally I can see that there is a 60 40 split split between men so men are more interested 88 00:07:07,960 --> 00:07:12,520 in the type of content I'm putting out for both sexes. 89 00:07:12,520 --> 00:07:19,230 We have more people in the 25 to 35 age range interested in what I'm putting out there. 90 00:07:19,240 --> 00:07:20,990 So that's very interesting to note. 91 00:07:21,250 --> 00:07:27,730 And also I can see the talk country for me is the U.S. I also see top cities on language is English. 92 00:07:27,880 --> 00:07:34,390 So this is the exact information that I need to be putting into my head here in terms of defining my 93 00:07:34,390 --> 00:07:36,100 audience and the first step. 94 00:07:36,100 --> 00:07:41,380 So if you have that information available to you I would recommend you do that if your art is going 95 00:07:41,380 --> 00:07:44,980 to be related to where you're sending people to. 96 00:07:44,980 --> 00:07:48,950 So to remind you my objective was to get people to my Web site. 97 00:07:49,060 --> 00:07:52,030 This is the Facebook page related to that Web site. 98 00:07:52,060 --> 00:07:58,080 So obviously this dataset is going to be very good for me to look at now as well as that. 99 00:07:58,090 --> 00:08:02,150 Another great source of information that you can look at is Google Analytics. 100 00:08:02,170 --> 00:08:08,920 And once again this is the analytics of the Web site that I intend to send people to through this Facebook 101 00:08:08,920 --> 00:08:09,440 Ad. 102 00:08:09,700 --> 00:08:12,790 So again a very accurate source of information. 103 00:08:13,030 --> 00:08:18,400 Now to access this data if you're not familiar with Google Analytics you can come into audience here 104 00:08:19,030 --> 00:08:21,040 and essentially it's going to be very very similar. 105 00:08:21,070 --> 00:08:28,240 You can come down to demographics you can see the overview here and actually there is a very similar 106 00:08:28,350 --> 00:08:35,470 place in Maine and female what we saw on the Facebook page so 60:40 more or less same age range which 107 00:08:35,460 --> 00:08:38,130 is great to see good confirmation of that. 108 00:08:38,530 --> 00:08:45,610 And if we come to the G.O. report here we can actually look at the language of people. 109 00:08:45,610 --> 00:08:50,570 So English us top on once again no real surprises there. 110 00:08:50,680 --> 00:08:58,660 And in terms of location then once again I can see the hot location is the U.S. with other English speaking 111 00:08:58,660 --> 00:09:00,190 countries following up. 112 00:09:00,370 --> 00:09:03,740 And I can also see in terms of the cities here which are the big ones. 113 00:09:04,060 --> 00:09:10,680 So what I would suggest is if you do have this data available I'd open this up as you are filling out 114 00:09:10,680 --> 00:09:11,370 your card. 115 00:09:11,560 --> 00:09:15,790 If you work at a company make sure you get access to that or you're working for a client. 116 00:09:15,940 --> 00:09:20,170 Try to get access to that before you start to fill out this information. 117 00:09:20,260 --> 00:09:22,060 And if you don't have this information now. 118 00:09:22,180 --> 00:09:27,850 Well I would recommend that you gather that information set up your Google and your Facebook page so 119 00:09:27,850 --> 00:09:31,600 that you can fill that in for later campaigns. 120 00:09:32,020 --> 00:09:34,150 So I'm going to take a minute to fill this out. 121 00:09:34,180 --> 00:09:42,290 Now for myself and for my what I'm going to do is just put it forward the top country I'm going to put 122 00:09:42,290 --> 00:09:54,250 it for that age range and then I saw 25 to 34 this down here I'm going to stick it just for males for 123 00:09:54,250 --> 00:09:58,580 the moment because I want to try and get it as specific as prob as possible. 124 00:09:58,580 --> 00:10:06,760 I am going to put it is English us and for the moment I'm just going to leave the life events and other 125 00:10:06,760 --> 00:10:08,510 demographic options off. 126 00:10:08,800 --> 00:10:13,110 But what I would recommend that you do is to go ahead think about that. 127 00:10:13,150 --> 00:10:19,330 Use that date if you have it and start to define your audience based on location age gender and languages 128 00:10:19,360 --> 00:10:26,880 and demographics and keep an eye on how the changes that you make impact the fuel gauge over here. 129 00:10:26,880 --> 00:10:31,420 Now you can see for me this has gone up massively because I'm targeting a much bigger country. 130 00:10:31,600 --> 00:10:36,920 But as we go through the remaining targeting options you're going to see this narrow down a lot. 131 00:10:37,060 --> 00:10:40,660 So that is how you get started defining your primary audience. 132 00:10:40,660 --> 00:10:42,000 Go ahead and do that now. 133 00:10:42,180 --> 00:10:45,720 I will be finding this in the next videos as well.