Hi, my name is Jasmine Cordew. I'm the Digital Advertising Whaler here at
Whole Whale, and on this episode of Whole Whale TV we'll be doing a walkthrough of how
to build an audience in Facebook Ads manager. When you're building out an ad
set in Facebook Ads manager, the first thing you want to do is name your ad set.
You want to name it something specific, that allows you to distinguish who or
where you're targeting. Then you want to decide where you're driving traffic to,
be it a website, an app download, or Facebook Messenger. If you're selling a
product, you can add an offer to your ads that people can save and get reminders
about. If you have an existing audience you'd like to target, you can choose that,
or choose from any of your custom saved or look-alike audiences. Next up, you want
to choose the locations you want to reach. You can target people at the
country, state, or city level, or you can target specific areas using geo circles.
For your locations, you can target people who live there, were there recently, are
currently there, or are traveling there. Next, choose the age group you want to
reach—you can go as young as 13, or as old as 65 and older.
Next, you choose the genders you want to reach, be it men, women, or everyone. Then
you'll choose your preferred language. When you type in a language you want,
Facebook will show you all the versions it has available. Choose the one most
applicable.
Now we get to the fun part, Here's where we set the parameters for our audience.
What is the target audience interested in? For example, let's say you wanted to
target people who are interested in marketing or coffee. Facebook will target
people who fit your location, age, and language requirements, plus are either
interested in marketing or coffee. You may have noticed that as we were
building out our audience, that meter to the right has changed. This is the
audience size meter, that gauges how broad or how narrow your audience is. You
want to try and shoot for the green—this tells you your audience is a good size.
Beneath the audience size meter are your estimated daily results, which gives
you an estimate of the number of people you reach per day, and the number of
results, like link clicks or landing page views you'll get per day. Remember, this
is just an estimate, and not a guarantee. To help make sure you're reaching the
right people, you can exclude people based on interests, so let's say you want
to target people who are interested in marketing or coffee, but not fruit.
Facebook will exclude all those people that fit your other targeting
requirements, but are also interested in food.
To help make your audience more narrow, you can add conditions that people in
your audience must meet in order to see your ads. For example, if you want to
target people who are interested in coffee or marketing but must also be interested
in candles, you can input that and Facebook will show your ads to those who
only match your criteria. If you find that your audience is a bit small, or
your estimated daily results are super low, you can check this box and Facebook
will expand your audience automatically to help boost your results. You can also
target people based on their connections to you, whether they like your page or
are friends of those who like your page. You can exclude those people as well. If
you're going to be using this audience again, you may want to save it so that
you don't have to build this out multiple times, which will save you a ton
of time. And there you have it! That was a walkthrough of how to build
an audience in Facebook Ads manager. If you have any questions, feel free to
leave us a comment below or tweet us @wholewhale. For a deeper dive, check out
www.wholewhale.com/university, and use the code 'WWVIDEO' for 80% off all of our
courses.