(Jamal inhaling and exhaling deeply)
- You smell that?
That's the scent of you driving conversions
and saving money with online advertising.
Running Facebook Ads is one of the best ways
to deliver messages to users who are most likely to respond.
You just need to know how to use the tools
to maximize results.
What's up, it's Jamal from HubSpot,
welcome back to the channel.
In this video, I'm gonna show you
how you can use Facebook Ads targeting tools
to filter through their 2.9 billion users
to find the exact target audience you wanna reach.
If you're focused on driving leads,
raising awareness, or increasing sales for your business,
this video is for you.
Really quickly, we have a free checklist
that you can download in the description
to officially run every step of a Facebook Ads campaign,
from design and budget to monitoring and analysis.
That way, every ad you run on Facebook
will perform better than the last.
And while you're down there,
be sure to subscribe to the channel,
and ring that notification bell so you never miss a video.
All right, something I'm sure that you're familiar with,
Facebook is so big that it can be hard to understand
how to harness that power for your business.
That's why with every step, I'm gonna show you
some real-world examples so that you can see
how the pros use Facebook targeting every single day,
and it all starts with demographics.
Demographics are attributes shared
by a specific portion of the population.
They can include things like location, age and gender.
Demographics can also include education level,
relationship and family status,
and life events like birthdays or anniversaries.
If you're in the US, Facebook also lets you target
by income level based on a user's ZIP code.
And B2B customers can target users
based on their employer, industry, or job title.
So I better start seeing some Facebook Ads
for mid-level cinematographers.
If I don't, you guys clearly didn't watch this video
and take these steps to heart.
(Jamal laughs) You know what I'm saying?
For example, you can already start to see the potential ads
that can be targeted to parents of young children.
Canadians of legal drinking age,
or folks who can afford to eat caviar,
I am not one of those folks unfortunately.
These ads would be wasted if seen by the users
outside of the specific niche you targeted.
It's important to target a niche group
so that you don't waste ad spend on an uninterested group,
and once you do find your niche audience,
you'll be more likely to convert on your ads.
Let's go a little bit deeper
on how to truly find the best audience to target.
Once you lock in your demographics,
you can further refine your audience targeting by interests.
After all, people can be into different things,
even if they share the same demographics.
Facebook uses millions of data points
to determine the exact interests of each individual user,
because each and every one of us
is a single special snowflake
in the blizzard of social media.
A good method of finding additional interests
is to start typing the main interest in the field
and see what the autocomplete function menu shows.
A lot of new advertisers ask
how many interests you should include in your targeting.
There's no set number, but every time
you add an interest to your list,
it alters the estimated audience size
Facebook gives you for your ad.
Most experts say you want your estimated audience size
to be between 500,000 and 1 million
for an ad campaign targeted in the US.
This can change dramatically
if you're targeting a small location,
or if you have a particularly niche product.
At some point, you'll see the audience size stabilized,
no matter how many relevant interests
you add to the targeting.
That's probably close to the actual number
of potential customers Facebook can offer you.
You can also exclude Facebook users
who don't wanna see your ads.
Like this campaign for Super Coffee,
which targeted US adults age 25 to 55
with an interest in health and fitness.
But excluded its current customers and website visitors
so that ad dollars aren't spent on users
who are already in the sales funnel.
How does Facebook know who has bought Super Coffee
or visited its website?
'Cause they partnered with the NSA
and their tracking you right now.
Just kidding, they didn't do that.
It's achieved through targeting methods
known as custom audience.
Custom audience is a way to target, or exclude,
users based on outside inputs like your email list,
or specific user activities on or off Facebook.
For example, when Super Coffee wanted to exclude
existing customers from its ad targeting,
it just uploaded its database
of customer emails to Facebook.
Facebook then made ensure not to serve the ads
to any users whose profile was linked
to any of the emails on the list.
To exclude users who already visited Super Coffee's website,
first, they had to install a Facebook pixel onto their site.
A pixel is a tiny piece of code that can be added
to any website that lets Facebook know
when a user has visited that site
by creating a cookie that records that user's behavior.
You ever wonder why when you visit, I don't know,
Papa John's website at 3:00 AM on a Saturday,
and the next thing you know,
your Facebook feed is full of Papa John's ads?
Well, that's the reason, now you know.
Highly relatable, I'm sure for everyone.
Make sure to click the links below for more info in pixels.
Roll the ad!
(playful music)
- Our software is the worst.
- Have you heard of HubSpot?
See, most CRMs are a cobble together mess,
but HubSpot is easy to adopt and actually looks gorgeous.
- I think I love our new CRM.
- Our software is the best!
- [Announcer] HubSpot, grow better.
- Tools like cookie blockers combined with new regulations
that require users to opt in to cookies
when going to a website,
threatened to limit the effectiveness
of tracking pixels in the future.
And Google has announced
that its Chrome web browser will start blocking
all third-party cookies by default by the end of 2023.
But Facebook has several other options
that don't rely on cookies
to match user behavior with ad targeting.
Some of the most effective are custom audiences
based on Facebook's own sources.
You can target users who follow your brands' Facebook page
or engage with your content by liking or commenting.
You can target an ad to users
who viewed one of your Facebook videos
or showed interest in one of your events.
You can even target users who follow
or engage with your brand on Instagram.
Or vice versa, if you run ads on IG instead of Facebook,
that's a lot of power.
Lionsgate Films used these tools to run ticket sale ads
for its 2019 film, Angel Has Fallen,
by targeting users who engage
with the movie's social media content
on both Facebook and Instagram.
The international film company then went further,
targeting users who are like the users who engage
with the film on Facebook.
This was done using what's called a lookalike audience.
You can create a lookalike audience
for a specific country or region
based on your page followers or existing custom audience.
You can also set just how similar your lookalike audience is
with 1% being the most similar,
and up to 10% which is the least similar.
Every time the percentage goes up,
the potential audience is increased,
but the potential for those users
to appreciate your ad decreases.
Bigger is not always better.
Another ad-targeting tool
you've probably heard about is App Activity,
which lets you target users based on their use
of other apps on their mobile phone.
These ad types are especially popular.
With app developers who wanna reengage a user
who stop using the app,
or to let users know about new features,
or new apps from the same developer.
App Tracking has been in the news lately
because the most recent iOS update changes the default
for app tracking from on, to opt in.
And that's caused a fight between Facebook and Apple.
They're going like, "Let us do it."
"No, we won't."
They're exchanging blows back and forth.
I don't know, maybe they'll make up and kiss.
You know what I'm saying?
I think that'd be a news story we'd all wanna see frankly.
But even though it gets all the headlines,
only about 15% of Facebook app users are on iOS.
Well, 80% of Facebook mobile phone users
connect via Google's Android operating system.
And so far, Google hasn't indicated
that it plans to fall Apple's lead
when it comes to sharing app activity.
Facebook has also started using
a whole new targeting system
that doesn't rely on browser cookies or app tracking.
It's called conversion API,
and it connects directly to your website server
or eCommerce tools like Shopify.
It also allows for more advanced connections
between Facebook and CRMs like HubSpot's Marketing Hub.
So don't expect those targeted Facebook Ads
to go away anytime soon.
If you wanna learn more about optimizing
every aspect of your Facebook Ads,
you can take HubSpot Academy's free online
Facebook Ads Training Course.
And because I know you did, don't forget to download
that free Facebook Ads checklist to fall
every time you wanna run a Facebook Ad campaign.
And be sure to subscribe to this channel
so you don't miss any important updates
about the ever-changing world of online ads and marketing.
Now, if you'll excuse me,
I'm gonna go act as a relationship counselor
for Tim Cook and Mark Zuckerberg.
I wanna see them get along, I think it's possible,
and I think I'm gonna be the guy that can do it
Until next time.
Woo! Geez! I'm all sweaty, sweaty.
Good work everyone!