Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

188 | Mastering Facebook Ad Audiences - My 4 Fave Audiences To Use

• Jenzaia • Episode 188

Share episode

There are four crucial audience types—warm audiences, lookalikes, interest-based, and the newly introduced broad audiences—that every advertiser should be testing. 

Join us for this episode as we dissect each of these different audiences and walk through how to set each one up.  You'll even hear Jenzaia stumbling through the ads manager throughout the episode! 

__________________

Find me on Instagram → https://www.instagram.com/heyitsjenzaia/
Email Me → support@jenzaiadimartile.com
Join the Facebook community → https://www.facebook.com/groups/marketscalegrow

Speaker 1:

Hello, happy Saturday afternoon. It's a strategy session. Today we're going to be doing audiences that you need to be testing with your Facebook ads. There are four. If you've been listening to this podcast for a while, you might have heard a previous episode where I mentioned three different types of audiences. There are now four that we try out. Highly recommend it. The four types of audiences I'm going to talk about. I'm just going to quickly tell you the four types and then we'll talk quickly about how to get there, what you're going to see, how you're going to make them, and then we can recap. So the four types number one warm audiences. Number two lookalikes. Number three interest base. And the number four this is the brand new one broad audiences. To create your audiences.

Speaker 1:

In the Facebook ads manager on the left hand side, there's a little picture of some people, three people. If you hover over it, words appear and it says audiences. Click on that. Now, if you've made audiences before, they're going to appear. If you've never made audiences before, it is probably going to say reach the accounts center accounts who matter to you and then there'll be three blue buttons. I always recommend that you go up to the top where it says audiences and then it's going to have a name and a really long number and just make sure that you're not in your personal account, that you're actually in your business account. Mine defaults to my personal Transayda Mardell Facebook page. I do not want to be running ads there. I always want to click on see more accounts, find my JD Teacherpreneur Marketing account and switch to that one. So, especially if it pops up with those blue boxes, switch over.

Speaker 1:

So again the four types of audiences we have warm audiences, which Facebook actually calls custom audiences. These are the people who have already engaged with your brand in some way Facebook page engagement, instagram engagement, your website traffic, video views and then you can also upload a CSV file of your email list and create an audience of people on your email list. Warm audiences, custom audiences highly recommend these are really really great audiences. To start with, I always pool them together because there's typically a lot of crossover. Someone who's been to your Instagram may have also clicked to go to your website, may also already be on your email list. We don't need them competing, we just want to stack them on top of each other. So I pool all of the warm audiences together and run that as one audience, especially for a lead generation campaign. If you're getting into retargeting, you're probably going to get a little bit more granule. Specifically, what pages are we looking at? What time frame? For the more generalized one, I go to the max time frame, whether it's 180 days or 365 days. But for more granular, when it's a sales retargeting, we might only want the people who have been to the sales page in the last 10 days Warm audiences, really, really great.

Speaker 1:

The second one, your lookalike audiences. These are a cold audience, which means these people have never engaged with you before. But I like to think of them as like tepid or lukewarm, like they're not warm, they're not hot, they have not engaged with you, but they're not warm, they're not hot, they have not engaged with you, but they're based on your warm audiences. I like to think of it as one of those haunted house fun house mirrors where you look at it and your body is distorted in some way. Same idea it takes your warm audience. So Facebook takes those custom audiences and they figure out what are the primary characteristics of that audience X, y, z, whatever that might be and then they go and they find a million other people who have those same X, y, z characteristics. They're taking your custom audience that you created and reflecting it into a new, bigger audience.

Speaker 1:

You do need to have at least a thousand people I think it's a thousand people in that original audience for the lookalike audience to be of high quality. They can make it with a lower amount, but it really doesn't become a high quality lookalike audience until you have at least a thousand people. So that's just something to keep in mind, especially for something like your email list. You can create the lookalike audience if you don't have a thousand people. Just as your email list grows, the lookalike audience will get better Every three to six months. Go in there and update that email list so that it continues to grow, because it doesn't automatically do that 99% of the time. You have to have an integration for it to do that. Okay, so we have our lookalikes.

Speaker 1:

Type number three this is, I think, what everybody typically imagines when they're thinking of Facebook audiences. This is the mix and match. Pick out the demographic things about my audience. They are in their 20s, they like Starbucks and they're scrolling Pinterest. Okay, first of all, that's not actually what you're going to do. That's not going to get you the right people. But when we talk about audiences, I think that nine times out of 10, these are the audiences people are thinking of Interest-based. You're going to go in. You're going to say the location. What does Facebook call these again? Oh, saved audiences. So these are your saved audiences. You're going to say where? Location Canada, united States, australia, new Zealand, united Kingdom. Those are the five major English speaking countries in the world. If your product is not location specific, highly recommend that you put all of those English speaking locations, english-speaking countries, on there.

Speaker 1:

If there is some location-based piece to what you are selling or promoting, obviously keep it location-specific and pick an age range. Typically, I'm going to say it has to be at least 21, 22, and then cutting off at 55, maybe 60. Depends on your audience. What you're promoting, that's totally up to you. You might not even want to put a top age limit. If you are running Advantage Plus, which we will get into in a minute, you can't have a top age. The algorithm figures that out for you. I typically recommend that you create these saved audiences with an age cap on and you get to get to the fun part where it's inputting the demographic information. So I think of it as a Venn diagram. The first circle in the Venn diagram is what these people identify as. Are they identifying as moms? Are they identifying as teachers? Are they identifying as business owners?

Speaker 1:

You need to put in interests and keywords that will target people who identify as your key audience. So for me, I'd be putting in things like education. I would be putting in things like teachers, pay teachers. I would be putting in things like scholastics is an option we are teachers is an option. You can do elementary school teacher, secondary school teacher, middle school teacher or I don't know if middle school teacher's in there. I think it's primary, elementary, secondary. That are the options. So playing around and getting those in there in the first circle. And then you're going to click narrow audience and this is that second circle and that's how you're going to take it from teachers to middle school teachers or science teachers, right? So your first one is a very general basic category, what they identify as, and then that second one is a piece of your specific thing that you're selling. For me, I would get business owners in my first circle and my second circle would be something about marketing, paid ads, social media marketing, because not all business owners are also going to be interested in paid marketing.

Speaker 1:

Again, you could do teachers and then middle school or science. I would only pick that one secondary like one thing, and you can make multiple saved audiences. So you have one that's teachers and middle school and then a different one that's teachers and science. And it's okay that teachers and science. You're going to have some science teachers that teach kindergarten and you're going to have some science teachers that are teaching grade 12, and you, specifically, are looking for middle school science teachers. That's okay. The algorithm is going to do that work of within science teachers finding the people that are yours. The algorithm is going to do that work of within science teachers finding the people that are yours. Your images and your ad copy and your headlines are going to call out those people who are middle school science teachers, even if all you're saying is teachers and science. Same with the other option If you have teachers and middle school, you're going to use your images, your ad copy, your headlines to call out middle school science teachers. So it's okay if it seems too broad.

Speaker 1:

The algorithm and your assets, your ad that you're actually creating, are going to do some of the heavy lifting for you. You want these interest-based audiences to be like 5 to 20 million, so they're pretty big. As a teacher business owner like, if you're targeting teachers in the classroom, you should be able to get 5 to 25 million. If you're something like a speech language pathologist, it might be a little bit harder. You might not be able to put that second Venn diagram in. It might just be speech language pathologists. So if you're struggling to get that audience big enough, then maybe just pull back the second circle, the Venn diagram, and don't narrow the audience. Just use the initial demographic of how they identify, because, again, the algorithm is really really, really good at figuring out the right people within your audience that you've created and then also using your images, ad copy and headlines to call those people out.

Speaker 1:

The last type of audience is a broad audience. You are going to think I am absolutely nuts as I explain this to you, but these are audiences of hundreds of millions, hundreds of millions. The only thing you're going to put in there is location. You create it the exact same way as an interest-based audience, but all you say is location. And again, with the minimum age, I would always bump the minimum age up. It defaults to 18. I would always bump it up to 21, even though in Canada, 18 is the age of majority in many of the provinces, 19 in some, for whatever reason. When you leave it at 18 or 19, you get a bunch of 16 year olds, and I don't want any of that. It might work for your business. I'm not interested in it. So I tend to bump it up to 21, 22, and that gets rid of the children. You can keep it at 18, but for a broad audience, all you're going to put in is the location.

Speaker 1:

Currently, I'm looking at it right now. All that it says well then, I need to get rid of teachers. Delete that. It just says Canada. My audience right now is 28 to 33 million, which is pretty great. Since it's just Canada, I'm going to add in the United States, and it is now 262 million because the United States is a little bit bigger than Canada, right? So it's 18 year olds also going to change that to 22. So now I have 22 year olds in Canada and the US and I am at 240 to 280 million Fantastic Again.

Speaker 1:

I know you're going to think I'm crazy with this, but these audiences are working really, really well because of how good the AI and the algorithm and that machine learning is Having this gigantic audience, never would have worked a year ago. I think the tides are starting to change. Two years ago, absolute insanity, but now highly recommend, definitely worth your time and energy to at least test it. This is obviously a cold audience and it obviously also has millions of people who are not your ideal target. They're not who you're looking for, they're not going to buy from you or get on your email list. But I promise you you try this out. I'm running it in multiple clients campaigns and they are getting some amazing leads, amazing lead costs from these broad audiences.

Speaker 1:

So you're going to create the broad audience under your saved audiences as well, broad audience under your saved audiences as well. You're going to name it broad Canada audience or broad US audience or broad international audience. If you're going to put in those five and I recommend you put in any locations that make sense for you. So if English language speaking is the only requirement, I would put in Canada, us, united Kingdom, australia, new Zealand Change the age to whatever minimum age makes the most sense and that's it. That's it, okay. And then you're going to hit, create audience and you're done Naming conventions.

Speaker 1:

I recommend that you take some time and you think about what you're naming them. I always include information, like for the warm audiences IG engagement and then in brackets 365 days Facebook engagement audience in brackets 365 days. Website visitors in brackets 180 days. Tpt visitors 180 days. Right, like you want to be very specific so that instantly when you see the name of this audience in the ads manager, you can pull it up real quick, real fast when you're naming cold audiences.

Speaker 1:

So the lookalike audiences, that name is created for you. It's going to say lookalike and then in brackets, the country that you selected for where the lookalike is being made, so probably US, comma 1% or 2% or 5%, whichever percentage you decided to select. I usually stick with 1% initially and then you can expand out from there, but I typically start with 1% and then it's going to be a dash or a hyphen the name of that warm audience. As far as I know, you can't change it. If you can it's not something I've ever done I like to just leave it and then for your cold audiences, those interest-based and broad audiences, be specific. So I have one here that I'm looking at. It says teachers and elementary, in brackets 32 million. It may no longer be 32 million. The size may have changed but it is not a bad. Oh yeah, so now it's about 40 million. That gives me an idea. That tells me exactly who's included Teachers and elementary. Those were the interests, the two.

Speaker 1:

The Venn diagram piece. The first one was teachers. The second one was elementary. Tells me the size of the audience as well. I have another one here that's social media marketing and teachers. So I would have done one Venn diagram, likely teachers first, because again, always start with who they identify as. So it would have been teachers in that first Venn diagram and then social media marketing in the second one. That one's smaller 14 million. I'm going to open it and see what it is now. So it's actually a little bit smaller at about 10 million now. So these, the size of the audience may change and that's totally okay. I like to have it in there so that I can.

Speaker 1:

If I am running audiences within the same campaign, I try to keep them pretty similar in size. I also have one here that says Canadian broad audience and so all it is is Canadian and then 22 and older. Those are those four audience types. Definitely want to be trying the broad audience. The other thing that I said that I would talk about is the Advantage Plus audiences. Advantage Plus is what Facebook or Meta calls all of their AI within the campaign, the ads manager. So there is Advantage Plus budgeting and there is Advantage Plus placements, I believe, advantage Plus creative, advantage Plus audiences, and so that's the AI I have again and again and again in multiple clients' campaigns as well as my own.

Speaker 1:

I would say, about 80% of the time the Advantage Plus ones do do better. So the only thing that I change, I actually create the original audience first and I duplicate the ad set and then I press the switch to Advantage Plus audience and I rock and roll from there. That's the only. That's what I do. I change it. Then I let them run for about a thousand impressions and I make a decision of which one is running better Is it the original audience version or the advantage plus version? And, like I said, eight times out of 10, it is the advantage plus that's running better.

Speaker 1:

The only time I do not do this is with warm audiences.

Speaker 1:

With warm audiences, I stick with original audiences and I uncheck the box that says find more people like this, because that's not what I want, the warm audiences.

Speaker 1:

I only want you to target my warm audiences.

Speaker 1:

I'm not looking for anyone outside of that, whereas all of the cold audiences, the lookalike audiences, those interest-based audiences, the broad audiences, search outside of that.

Speaker 1:

If you feel like it, especially with the Advantage Plus, when I have the original audiences, I don't check that button of like, find people outside of this, but with the Advantage Plus, sure, advantage Plus do your thing, rock on and again, eight out of 10 times it does. If you have the budget to run, a thousand impressions usually, depending on what the budget is, takes one to three days for you to get those impressions to make a decision in my mind, highly recommend it, totally worth the budget because in the long run you're going to have the more effective audience being the one that runs and then you can just toggle off the less effective audience and make your decision and go from there. So I hope that this was really helpful on how to create your audiences and how to use them. If you have any questions, as always, hit me up on Instagram and I will be back next Saturday with a brand new Saturday strategy session.