Nice and detailed article for Newbie, help me share and tag so that they can read it, save my time being tricked by people. Talking about Targeting the target audience on Facebook Ads, each product will have its own way of Targeting, it is not possible to take the target mindset of this product to apply the same principle to another product. This is how Target Facebook Ads for banned content works best.
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I. TARGET STORY
LEVEL 1: Products do not need to be Target
Those are popular products, suitable for the majority of people, just need to target age and gender, at most, add the geography of big cities. For example: casual household goods, casual cosmetics, casual fashion (not including high-end fashion lines, or special fashion).
For products of this type, adding a Target option is usually not to find potential customers, but to serve one of two goals:
- Segment out more potential customers with Custom Audience for Remarketing (there will be another post revealing the truth about Remarketing in July)
- Eliminate duplicate audiences, increase the ability to reach new audiences
LEVEL 2: Products need to be Targeted, can be Targeted with specific goals
That is, products, which we can describe the target audience with one or more targeting options on Facebook ads. For example:
- Fitness target service according to file preferences “Fitness”
- Sell Target Iphone cases directly according to the behavior of “phone line” or “iOS operating system”
- Selling baby items, target mothers according to their combined interests such as diapers, milk (can fill in some famous brands of milk diapers)
There are 2 Notes:
1. There are files on Facebook that “Target” and “don’t target the same”.
For example, preferences file “spa”, file “beauty”,….
The reason is that those interests are so broad that almost anyone can fall into that set of interests. So when you target those episodes, it’s almost as if you’re targeting everyone, like no Target
2. I’m just talking about the ability to target each product. In practice, whether it is necessary to target or not depends on many factors. The same is an advertisement for Fitness services:
– You can target people who are interested in the gym, the message is towards price and utility, to pull customers instead of choosing another gym, choose your gym.
– But you can also target people who have never done Fitness, who are not currently interested in working out, message towards the benefits of exercise, offer training programs for beginners. Then you can even advertise without targeting, or exclude the Fitness audience itself.
=> Target or not depends not only on the product, it also depends on how you build the message for each set of audiences. The same product will have different targeting in different campaigns.
LEVEL 3: The product needs to be targeted, but can’t be targeted with the usual options
There are products only for a specific audience. We don’t have preferences or behavior options to describe that audience.
Eg:
- Sell coffee shop management software for people who are doing coffee business
- Selling a real estate investment project to people who have capital who want to invest
For such products, if we follow the usual way of targeting by demographics, geography, interests, behaviors, etc., we will not be able to target the right target audience. But if you run a blank episode like LV1, it’s too much of a waste of budget. So how to do?
II. TARGET THINGS YOU CAN’T TARGET
Of course, in this case, Facebook Ads is not the only option. Even the Digital Marketing system is not necessarily a bright door. But assuming, you still want to run FB ads, then “Funnel – Funnel” is the way for you to deploy.
Funnels are the way in which you use content tools to “Search” and “Classify” your target customers. Another way to make it simpler to understand, Funnel is a form of content targeting.
To launch a Funnels app ad campaign, you can follow these 5 steps:
Step 1: Prepare content
Prepare unique content that only your target audience will read.
For example: You want to find someone who is or is about to start a coffee business. Prepare something like:
- 3 coffee business trends 2019
- 5 mistakes of 90% of coffee business people
- Without knowing this, the coffee business in 2019 will be very risky
Step 2: Turn those content into forms of content that can store user data
It sounds confusing, but there are simply two types of content that can help you best store user data, namely Website and Video.
- If you have a post on your website, you can add the Facebook pixel to it. Pixel will help store data of people who have read your article. Anyone who still doesn’t know about the FB pixel can find out for themselves on google.
- If you don’t have a website, Facebook video is a simpler content format that can still help you store data. Facebook allows you to create a file of people who watched from 3 seconds, 10 seconds, 25% of your video, 50% of your video, or 75% of your video. Nowadays, video production tools are very available, you can make photo slideshow videos with only 30p.
Step 3: Search for traffic
Make sure as many people see your content as possible. Traffic can come from paid and free sources.
For example:
* Run ads
You can use the content in step 2 to run ads, target white files, target nothing. Or you can shrink the object set a bit to reduce the waste of resources, save running budget. For example: You want to find out who is in the coffee business, instead of running ads in the white volume, you can run the series “interested in business, interested in franchising, business administration, …”
* Share in groups, share on profile
You can share your content in groups, if the group is capable of containing your target audience, the better. As in the example above, you can share your content in groups about startups.
Step 4: Create the object file
If you have a bit of experience with Facebook ads, this is a very easy step. Using the audience management tools in Fb ads, you just need to create a file of people who have read your website articles or watched your videos (usually at least 10 seconds of video viewing).
Obviously, only people who are your target audience will see this content. So the file that you just created, will be your target audience.
Depending on how you categorize, you’ll end up with target audience files with varying degrees of accuracy. The 3s video viewer file will be 50% different from the video viewer. The set of people to read your article will be at least 75% different from the one who reads the article. Quality and quantity are often opposites, the larger the file, the less accurate it is, and vice versa.
In addition to the original file you just created above, there is another very powerful tool if you know how to use it, which is the Lookalike (lal) set. Facebook will find audiences that are similar to your original file, so you can expand your audience drastically. The accuracy of the LaL file will depend on the quantity and quality of the original file.
Step 5: Run product/service ads directly into the original file and the LaL file
Above is the basic 5-step process of an advertising campaign based on a Marketing Funnel. In the offline environment, you can see that conference events are also a typical form of marketing funnel. As an article I shared not too long ago, a funnel conference is not bad if it still provides useful values for guests to attend. As for the type of money lost to listen to the funnel, it has no useful value, I swear right away, even though I had a good relationship with the guests and BTC before.
Thanks to the process you just read above, one of my students sold a product that no one thought could be sold on Facebook. From a few dozen orders a day to a few hundred dollars a day. I can’t share the case because I don’t have permission. But of course, that guy’s success doesn’t mean you and I will be successful.
III. PHU is NOT a GOD
Before deciding to build a funnel-based advertising campaign, consider the following risks:
Making a funnel is spending money first, investing to find customers, revenue is far from coming. You have to accept to spend a decent amount of money for driving traffic to the funnel.
- No one is sure how much money is enough for the funnel. There are campaigns I know that only spend about 5 million on the funnel, which is enough files to run ads for a lifetime. But there are also campaigns running a few dozen bulbs that still haven’t produced enough quality files. If you want to know if the file has quality k, it’s simple, just run a sales ad into that file and try it out.
- Funnels are not divine. It helps you filter out the target audience. As for whether you can sell goods or not, depends on your products/services (prices, models, …). Depends on whether you offer sales content that is close to the needs of the audience.
In short, there is a possibility that always exists, that is, you spend money to create a funnel, but still end up selling. So, before you do, consider the problem comprehensively, recognizing that risk is something that always exists. Remember you are the one who decides to do it or not, no one can make you do it.
You can read more about the Marketing Funnel view of Luu Thien An – CEO of DigiLife here: http://bit.ly/2IosalJ. An’s post is the inspiration for me to write this article in more detail
IV. SUPPORT DOESN’T USE ADS.
Above, I have defined and guided you to do a Funnel-based FB ADS campaign. But in addition, you can also apply funnel thinking to make marketing without using ads.
The article itself that you are reading can also be a Marketing funnel, to filter out people who are interested in FB ads. After the target audience has followed me, I can sell the course, hehe.
Groups are also a good tool for funneling. You can follow a slightly different process as follows:
- B1: Still have to build content to target the target audience as above
- B2: Lead users to the group to read more, share more.
- B3: Direct sales or seeding something in your group.
Above are the complete and complete views of the Marketing Funnel, also known as Ads Funnel. I had to spend nearly 8 hours in 3 days of HoneyMoon to complete this article, hope the article is valuable, solve the puzzle for NewBie friends, later it will be less blurry.
Copy of Author: Thai Hoc
