Facebooks ad platform has some if not the most effective and powerful targeting options out of all of the PPC ad platforms available. However as with all of the PPC platforms you must target the right audience who will be interested in what you have to say or what you are offering otherwise your campaign will fail….Badly!

So in today’s blog post, I am going to show you how you can find and target your perfect audience on Facebook using it’s interest targeting feature. But before I do that, it is very important to understand the 3 different audiences that you will target for your business.

And these 3 different types of audiences are as follows:

Cold Audiences: These are the people who have never heard of you or your business before. They have never seen your content, clicked on your adverts, or become a lead. This is the audience that we will be focusing on in this blog post.

Warm Audiences: These are the people who have seen and read your content, clicked on your adverts, perhaps have become a lead and have shown an interest and are aware of your business, products or service but who haven’t purchased from you yet.

Hot Audiences: These are the people who are your customers. They are buyers or multi buyers and they are your brand evangelists. This is the audience who is most likely to purchase what you have to sell because they have purchased from you before, trust you and believe that your products or services can help them solve their problems or get them the results that they want.

Whilst I won’t be covering the warm and hot audiences in this blog post, it is very important that you start building warm and hot audiences of prospects and customers for your business so that you can keep moving people along your sales cycle and ascending warm audiences to make that first purchase and your hot audiences to buy MORE from you.

You can build warm and hot audiences by installing Facebook’s website custom audience pixel and build audiences who have read your content or build a buyers list so you can then retarget to get your warm audience to make that first purchase or get your buyers to buy more from you.

So what is your goal when targeting cold audiences I hear you say? Well the goal with cold audiences is to make them aware of your business and brand, introduce yourself, show your expertise and/or get them to become a lead.

This can be done by driving traffic to a blog post where you offer high quality content on a subject so that you can pixel them using Facebook’s custom audience pixel or you can simply send your audience to a lead magnet where you offer something of value for free in exchange for their email address so that they can become a lead.

Does that make sense? Good:)

Right onto the focus of this blog post which is to find your cold audience of prospects using Facebook’s interest targeting feature.

Where Does Your Target Audience Hang Out?

The first thing that you need to do is to figure out where your target audience is hanging out. Below are the questions I ask myself when I am looking to build an audience of cold prospects that I want to target:

  • What websites do your audience visit?
  • What events do they attend?
  • What books/magazines/newspaper does your customer read?
  • Where do they live?
  • What tools/software do they use?
  • Who are the celebrities/leaders in your market/niche?
  • Who are your competitors?
  • Who is your perfect customer?

Answering these questions will help you to understand where your target audience hangs out, which websites they visit, what events they attend, where they live, what tools and software they use and who they follow.

The next step is to then find the pages and interests that will help you to actually target your prospects. I do all of my audience research using a really useful tool called audience insights which is available within your Facebook ad manager.

(Note: Are you ready to generate more leads and customers for your business using Facebook Ads – even if you have never used Facebook Ads before? Check out Ultimate FB Leads and learn how to setup and manage profitable and scalable Facebook Ad campaigns like a pro. Learn More Now.

Finding Your Audience

So the next step is to research and then build an audience of people that I want to target. And as mentioned above, I use Audience insights to do this.

For this example, I am going to build an audience of prospects who are interested in and using Facebook advertising seeing that it is one of my key audiences for my own business.

So using the questions above, here are some of the people and pages that I could potentially follow:

  • Jon Loomer Digital
  • Facebook for business
  • Mari Smith
  • Amy Porterfield
  • Ryan Deiss
  • Digital Marketer
  • Social Media Examiner

The above is a list of trusted and well known authorities in the field of Facebook advertising. So what I will do now, is hop on over to Audience Insights and then build an audience from the above pages for my facebook ad campaign.

The first thing that I want to do, is to research the biggest page/interest in my niche which is Facebook for business which is essentially Facebook’s business page for its advertising platform so this is a great place to start.

What I will do now is enter this interest in, I will target people between 30 to 50 who live in the US and what I want to look at it what other pages do people like who also like Facebook for business. This will allow me to find out where my audience is hanging out and what relevant pages I can target.

You can see this in the screenshot below:

 

As you can see, I have clicked on the page likes button and this lists all of the the various categories of the most popular pages that the audience following Facebook for business have also liked.

But the most important information that you want to look at is below which lists the most relevant and liked pages to the interest that you entered. This can be seen below:

As you can see above, you are presented with a list of the most relevant and liked pages based on people who like Facebook for business. The number you really want to focus on is ‘relevance’.

This figure determines how relevant your selected audience is to that audience based on certain factors. This information is pure gold because this tells me the most relevant pages that I can target so that I can build a targeted audience of pages and interests that I can test in my campaign.

So based on the above information, here are the most relevant pages that I would choose to target:

  • Amazon
  • Tasty
  • Target
  • Facebook

I would also test other authority pages such as Jon Loomer Digital and Digital Marketer because I know that is where a lot of my audience is hanging out.

Once I have found a selection of audiences to target, I can now save them and then simply add it from the audiences section when you are doing your audience targeting within your Ad set.

And I would test each audience in its own ad set on a small budget say at £10 to £15 to see how these audiences react to my offer(s) or content.

It is crucial to test audiences this way because it is the only way to determine how any particular audience is performing to your offer or content.

And with this cold audience, I can either choose to send them to some high quality content on my blog, pixel them, and then run a retargeting advert to get them to opt-in and become a lead or just run a straight lead generation campaign to this audience.

But crucially, this is how I build cold audiences for every campaign that I launch and it is how you should do it to.

(Note: Are you ready to generate more leads and customers for your business using Facebook Ads – even if you have never used Facebook Ads before? Check out Ultimate FB Leads and learn how to setup and manage profitable and scalable Facebook Ad campaigns like a pro. Learn More Now.

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