Doing proper research on your audience can literally be the difference between a successful Facebook campaign and one that goes down the toilet.
The fact is that most advertisers don`t take the time to prepare their campaigns well enough.
Here`s what they do:
- Poor audience research
- Last minute copy preparation
- Almost no time thinking about strategy
- Complaints about Facebook not working
- A ton of money wasted on ads
- Frustrations, no sales and almost no leads
If this is you, we`ve got some work to do.
Yes, it`s gonna take some work but it will pay off!
If you don`t know what you´re doing, it becomes a mystery and we don`t want that. We want certainty.
I`m going to show you exactly how to break out of this mystery cycle and teach you how to do audience research the right way so you can make your campaigns work once and for all.
Every battle is won before it’s ever fought. ~ Sun Tzu Click To Tweet
Understand The Audience
Here`s the reality…
80% of your success when it comes to Facebook advertising is knowing your target market… better than they know themselves.
So, how do we do this?
Using a 3 step process to find everything you need to know about your customer profile and craft a killer message that will get you leads and sales.
This is a process I use to generate consistent results and position the right marketing message in front of the right person.
Let`s dive straight into it.
The 3 Step Facebook Audience Research Formula
1. Use Facebook`s Suggested Search
First of all, create a campaign just to do your detailed targeting research.
Don`t need to publish it, the goal is to find a few interests and from those see what is available for you to use.
Let`s say you`re selling a dog training program.
Start typing in stuff that could be related to people that like dogs and write the ones you feel are most relevant on a piece of paper or in a spreadsheet, whatever works for you.
Whatever comes to mind about dogs, type in there.
Also, take note of the audience size for that particular interests or behavior. This will help you later when putting together your ad sets.
Depending on the daily budget, the right audience size is between 500 000 and 1 million if you`re spending a decent amount of money and up to 20 million, for massive scale.
I found the sweet spot to be between 500 000 and 1 million to start out for most campaigns.
You don`t want to make the audience too narrow with say 5 000 people, instead, make it a little bit broader to give Facebook`s algorithm space to optimize your campaigns.
The more room it has, the better it will choose what types of people are more likely to consider your ad relevant.
2. Leverage Facebook Audience Insights
Take those interests that you came up with, in your initial research and put them into the audience insights tool.
Insert them one by one and look for page likes. 👍
Sometimes, you can end up going down a rabbit hole, here.
The key is to find pages related to the interests you`ve already collected. Go through the list of pages, open them, see what people are saying there and what is being posted.
This could spark some ideas to incorporate in your ad copy. 🤔
Write down the names of these pages and put them back into the detailed targeting to see if they show up there.
If they do, you`ve got an interest to choose from later.
If they don`t show up, move on to other page names and repeat that process for every one of them until you feel like you`ve exhausted all the possibilities.
It can be frustrating sometimes… some interests show up on Facebook`s audience insights but they don`t appear as an interest to use on the detailed targeting box.
So keep that in mind.
3. Google For Ideas
The last step is gathering all the information you have collected from Facebook and search on Google for books, magazines, events, organizations or things related to your target audience that you think might be missing.
The goal here is to find that extra piece of data so you can have a deeper understanding of your market.
It will also give you ideas of potential new interests you can later use as you scale your Facebook ads.
In your Google research, you might even find possible “hooks” (i.e. dogs respond better to you when you do X) you can incorporate in your ad copy.
Let`s say that in your search you found “Canine Good Citizen”, a program that promotes responsible dog ownership and encourages the training of well-mannered dogs.
Go back to your Ads Manager and see if that interest shows up. Again, if it does, write it down and use it for your next campaign.
Research Before Launching
Once you have the interests written down or in a spreadsheet with the respective audience size, you`re ready to create your new campaign.
Then, start adding interests until you reach an audience size between 500 000 and 1 million, per ad set.
Knowing your audience better than they know themselves will give you a tremendous advantage in the marketplace.
And like I said in the beginning, you have to put in the work.
Do the research, don`t play the guessing game and do not assume anything about your audience.
Often times, campaigns fail because marketers and entrepreneurs assume too many things about their target market. I know this from experience.
Sometimes new agency clients say… “oh, can we run ads tomorrow?”
Wait a minute, pal!✋
It`s not how it works.
Research takes time and effort and if you don`t pay attention to it, it`s gonna be really difficult to make Facebook campaigns work or any campaign for that matter.
Back to you… what new insights did you get from this article?
I`d love to hear your thoughts.
Pedro is a former army soldier originally born in Portugal with the entrepreneurial bug and a passion for online advertising.
He`s the author of “All Leads Convert” and founder of PedroConverts, a global Facebook marketing agency that specializes in helping impact-driven coaches grow and scale faster.