Best Practices for Facebook Ad Targeting for Authors: Episode 5 in the Facebook Mini-Series

In the final episode of the Facebook mini-series Stacy Kennedy shares the best practices for ad targeting so authors can effectively reach their target audience with Facebook ads. 

Transcript

Aryn: [00:00:00] Welcome to rock your book launch podcast. My name is Aryn. We're in the middle of a Facebook series with Stacy Kennedy. Stacy works at Redbirdsocial, which is an incredible marketing agency. They specialize in really all aspects of the marketing process, whether you are an author or whether you are another kind of brand or product.

Aryn: But I am thrilled to have Stacy here. She is a Facebook expert. And today we are going to tie up our series, at least at this point with talking about Facebook ad targeting. So, I mean, this is one of those places where I think Facebook offers a lot more with targeting than a lot of authors realize.

Aryn: So Stacy, I'm super excited to kind of dive into this a little bit more today. Cause I think that the authors who are listening are going to learn something cool. I do too. 

Stacy: I, at least I hope so. Ad targeting [00:01:00] is Fun. And also it is an ever changing thing. So one thing that I want authors to know about ad targeting is that.

Stacy: Making sure we talked about this and like, I think episode one, that your business manager, you've created a pixel or a data set. And that you haven't installed that pixel on your website. Now, when Apple introduced iOS 14, now, what are we on 17? You know, it's been a few operating systems ago. People were able to opt out of cookies or tracking.

Stacy: And some people have said, Oh, well that just changes the game for ad targeting. And it does, but it also not every, you know, if I see something and it says, Hey, do you want to opt out? I'll opt out. But that doesn't necessarily mean that it isn't effective, that your pixel on your website isn't effective.

Stacy: Make sure it's [00:02:00] there. And also the other thing that I really find essential for authors is uploading your email list into that section of your business manager. That's called audiences. You can create all kinds of audiences. So my favorite audiences, email lists. Whatever email client you're using, download that whole file from every email that you have, whether it's people who are subscribed, people who have unsubscribed, you're not emailing them.

Stacy: So upload your emails into your business manager as an audience so that your ads can choose that as an audience to show your ad to. Amazing. Another audience that you can create is just An audience of people who like or follow your page That that audience actually has to be its own audience.

Stacy: You can't combine it with any other things There's an a way you can [00:03:00] combine audiences those particular instagram followers facebook followers has to be its own audience But make that audience of your follower and then you can make audiences of your engagement And when you start making audiences of engagement, you'll see All different things that you can combine into one.

Stacy: People who clicked any call to action button, people who sent your page a message, people who saved any post, or people who commented. And then another audience that I love to create is your video view audience. And so that page engagement audience might have some overlap with your video view audience, but I still think it's important.

Stacy: Sometimes I'll make for a page like every single video view, and I'll go back to every video on that page for the last two years. Even though a video view audience only goes back one year, it doesn't mean that a video that was posted two years ago isn't being seen today. So I like to get back. Video view audiences don't automatically update themselves, [00:04:00] so if you post a lot of video content, you'll need to go in every once in a while and just update that video view audience as an audience that you can target.

Stacy: And so those are kind of the main audiences. I hear a lot of authors who say, I only want these kind of people to like my page. It's almost like they're trying to craft, and it really doesn't work that way. people are gonna be drawn to you because they're drawn to you. Whoever they are, where they're from.

Stacy: And so, You're going to be able to know some data about them in your insights. You'll be able to see demographics, where they live, age, gender those types of things. But for the most part, if you know, your people are just going to be your people. Yeah some, sometimes I would say more in the past than presently we would make interest based audiences.

Stacy: I think those are really important when you're trying [00:05:00] to grow who your people are. I'm a people interested in this book genre, this theme, this TV show, these authors, but interest based targeting can be tricky, especially if your content is faith based, because Several years ago, Meta removed any faith based targeting at all.

Stacy: And so doing interest based targeting can be kind of, maybe it's helpful. Maybe it's not just depending on who your people are, but recently within the last year, Facebook has come up with. This really cool tool called Advantage Plus. So if you have no idea who to target or what to do, but you have engagement on your page and you can choose Advantage Plus creative.

Stacy: And that's basically like. Facebook's AI is smarter than you are. And so, [00:06:00] they're gonna show this certain type of ad to this certain type of person. It's almost like automatic targeting. Automatic placement. Dynamic ads. The ads that Aryn sees in her newsfeed probably look different than the ones I see in mine.

Stacy: Because we're different. We're in different locations, different life stages. So we're going to see that we interact with things differently. So advantage, it took me a while to believe in that the Facebook AI was smarter than me because I love drafting my audiences, but even within advantage plus creative, there's a section that says suggested, so you can say, I want to use the Facebook AI, but I suggest my email list, My engagement, my video views, my website visitors.

Stacy: So that's my favorite thing right now is to kind of a hybrid of audiences. I make and advantage plus creative. 

Aryn: Yeah, no, that's, [00:07:00] I think that's awesome. Especially because. There's a lot of authors who have maybe a slight idea of who their target market is but maybe they don't have an exact idea so that's where maybe that automatic targeting feature could be really beneficial for you.

Aryn: Some of these authors who are like, well, I, I kind of know, but I'm, I'm open to suggestions. So yeah, it's always always great. When there's platforms out there that can say, all right, let me help you with this. And you don't have to think about it. So I love that. That's a new feature that they're including.

Aryn: Yeah, I didn't love it at 

Stacy: first because I was really set in my ways. Yeah. I've got to do it this way, I used to rely on lookalike audiences and then I would narrow them by interest, but I admit. Facebook is smarter than I am. 

Aryn: Sorry, we all have to we all have to admit, admit things we, we don't want to sometimes.

Aryn: So thinking [00:08:00] about, I mean, you said a few minutes ago, so like with interest based targeting now, it can be beneficial if you're looking to grow. So Like, what do you, like, what do you, like, have to say about, like, an author who might be running different, like, types of ads, or maybe ads that have different maybe objectives, like, so do you recommend maybe mixing and saying, okay, interest based to try and maybe grow the email list, but then maybe a separate ad campaign, or maybe That's using more of that warm audience for something else.

Aryn: Like, is, is that something that you would recommend? 

Stacy: Yeah. And now what I would recommend for that first example would still be using advantage plus creative, but then under the suggestions. So you can suggest your custom audiences. Those are the ones you create. And you can also suggest people like interest based.

Stacy: Okay. Instead of doing a manual [00:09:00] interest based audience, I would still use advantage plus creative and then it's almost like you're saying Okay, I want Facebook AI, but when you're looking, can you please find people who, like this kind of book, or this kind of show, or have, you know, 

Aryn: whatever.

Aryn: People who like Oprah Winfrey, Oprah Winfrey Book Club, or something like that. Exactly, people who are readers, 

Stacy: people who are book buyers, things like that, or if you're in a specific genre. Yeah. Depending on the genre, just trying to find other things in that genre that you can just put in as a suggestion to the AI.

Stacy: Like, here's what I'm looking for, but you go do your thing. 

Aryn: Oh, that's, that's awesome. Yeah, I think, I think just having, having insight into some of these different targeting options is so valuable for authors, especially. I think when, when you're not familiar with the Facebook ad platform, I [00:10:00] mean, this is usually one of the first, and when you're actually setting stuff up.

Aryn: It's one of the first things that pops up is, you know, all right, who is like, who are you targeting? And I think authors probably have that moment of I'm not sure. So having these insights is, I think, just so, so valuable for an author to, to be sharing. I guess just thinking talk about the boost button.

Aryn: Yeah. Yeah. I was going to say, cause like, let's, while we're talking about ads, like, let's like, let's dive into any other important aspects of of like advertising, whether it's on that business side or the boosting side too. Cause I think that a lot of authors are curious about that. 

Stacy: I don't think there's anything wrong with the boost button at all.

Stacy: So I'm not, I'm not poo pooing it. I think that for some people it can just be a great way to get some, you know, get engagement. My advice. For using that boost button would be before you do that to make sure you have created your [00:11:00] own audiences in your Meta business suite or in your business manager, make sure you've created those custom audiences that we just talked about when you click your boost button.

Stacy: Meticulously go down each thing and you tell Facebook what you want it to do. You choose your objective. You know, when it says just let Facebook do it, maybe that's what you want. Maybe because engagement, getting comments on a post, like that's a valid objective, but make sure you understand what the objective is and that is truly your objective.

Stacy: If your objective is really to get somebody to go to a website, we'll make sure that you're choosing that and that the button shows up on your boost that takes people to the website. So there's a menu and you want to make sure you go through each part of the menu. And in the boost with the boost, there's, it's almost like the Facebook ad manager, but way simplified.

Stacy: So if it doesn't [00:12:00] do what you want it to do, you need to go into ads manager and create your ad where you have a lot more options and a lot more control. With what you're doing. So that's what I want to say about the boost. I don't think it's bad, but then for the audiences, make sure you're choosing audiences that you have created.

Stacy: Yeah. Yes. In my opinion, the random boost audience is not going to be effective for you. The default is always something so strange. And so don't let the boost audience be the default audience. It, it's not going to work for you and you're just throwing money away. 

Aryn: Yeah. I guess really quickly topic of money, what's a good average, like daily spend that you would recommend for an author who's just starting off?

Aryn: Because I think, There's, there's probably a mix of authors who say, Oh, I've got a devoted marketing budget, but more often than not, it's an author who's [00:13:00] dipping their toe into the water of Facebook ads. What's like a good recommended daily budget for someone who's in that position? 

Stacy: So for the new author who has a dedicated marketing budget, I would just ask myself the question, what are my marketing objectives?

Stacy: And then what part of that budget do I have to devote to each objective? So one objective might be growing my Following. So there's nothing wrong with running a a Facebook page like campaign. You can run a page like campaign for 3 a day. It doesn't have to be crazy. So what's, what are my marketing objectives?

Stacy: If growing your email list is a marketing objective, which I hope it is because it's so important. Facebook owns your Facebook followers, Instagram owns your Instagram followers, and they can do whatever they want, whenever they want to their [00:14:00] policies, to the platform, to the algorithm. And so when you utilize what's owned by them.

Stacy: To build an asset that you own, that is very smart. And so email list building is so important because that email list is your asset and it is something you own and it's something you control. Everything else is really out of your control when it comes to social media. It's going to change. It changes all the time.

Stacy: So make those marketing objectives. to your benefit to get people to your email list if possible. So for an author, like, you know, in that situation, if you had 10 a day, you could do a lot. Some of that can go towards growing your page. And some of that can go towards just boosting engagement on your posts, likes, comments, shares, and then to grow.

Stacy: Nellist, even with a budget that small, you can do a lot. For an author that doesn't have a dedicated [00:15:00] marketing budget, you just need to work harder on the organic. Then learn tips and tricks of you know, how you can invite people to your page organically. How, you know, make sure you're in there. It's, it's a slow roll, no matter what, even if you pay to play or whether you're trying to do it organically, but you really can do a lot with a little bit of money.

Stacy: If you're strategic with your objective, don't just boost everything. Decide why you're doing it and then create content around what your objectives are. So growing your community, growing your email list, selling your books. If you're an author, maybe selling your books so that you can get speaking engagements.

Stacy: That's a lot of our clients, you know, think through what it is that you want and then make sure the money that you're spending is actually having a purpose. 

Aryn: No, I think that's great. Yeah, so for authors who are trying to grow their email lists, like what's, [00:16:00] you know, what does that have, I guess, costs that makes sense to you is, you know, if you're trying to get, 100 subscribers, how much are you willing to pay for a 100 subscribers and what, like, what could that turn into?

Aryn: So it probably takes a little bit of math to just thinking through and working backwards a little bit. But I love what you said about how having a strategy in place, like, you really, you don't need to be. Spending like huge, huge amounts of money on, a monthly basis with Facebook to get good results that are going to be, I think, building a quality audience for you and your books.

Aryn: Right, 

Stacy: exactly. And there are tools out there like there's a tool called ManyChat. And many chat, you can connect to your Instagram and your Facebook. And you've, I bet you've seen people comment with the word rockstar. Yeah. And I'll send you this [00:17:00] free download. Some of, a lot of those are paid services, but it it lowers the bar for people.

Stacy: Oh, all I have to do is comment and you're going to send me the free thing. So you can look into things like that. And if you've got that connect, you know, it takes a little more marketing budget for something like that. If your audience is under the age of 35, using something like ManyChat to, you know, maybe they don't use email as much.

Stacy: Maybe they're a texter. So you're gathAryng phone numbers and you're building your text list. We talked a lot about email lists, but depending on who your audience is, you may want to be building an SMS list. So know your audience and know how they will respond and what works for them and meet them where they are with whatever kind of marketing that you're doing.

Stacy: So 

Aryn: that's awesome. Well, Stacy, I cannot thank you enough for sharing all of your Facebook knowledge across this little mini series. And [00:18:00] who knows, maybe we'll be back with another few episodes at some point, because Facebook is always changing and there's always more to learn. We just what?

Aryn: I know it really is just like saying peeling back like one layer of everything that can be accomplished with Facebook. So I mean, what I'd say is use this series if you're an author as a way to just start. testing out if Facebook ads can be a good platform or a good way for you to be building your audience, building your community, getting, your, getting your book more visibility, even if it's through getting the first chapter out for free to somebody.

Aryn: So use this as, you know, hopefully a great guide with what Stacy shared to really get started and test it out. If you are exploring it and want to have that deeper exploration, or if you're looking to have help from, you know, an [00:19:00] agency, I highly recommend going to Redbird Social's website. I think you guys do a free, a free consultation, right?

Aryn: So 

Stacy: at the top of the page, so you can look at and fill out the form and yeah, first calls free just to make sure everybody's a good fit for each other. Yeah, we love helping authors. Yeah, 

Aryn: and I know it's just for for some authors. It's there's I think something empowering about learning how to do it yourself and managing it.

Aryn: But there's also no shame in realizing this is a really deep and overwhelming platform. And if you're looking for, you know, really robust and like in depth Facebook ad work, REDBIRD SOCIAL is a really really great partner. So if you're listening to this and you test it out and you want that deeper exploration you know, please have that free, that free consult with them and learn how they can, they can help partner with you.

Aryn: But really the main goal with this series was to teach [00:20:00] authors on an individual level, how Facebook, both on the organic side, On the ad side can be such a powerful tool for book promotion. So Stacy, thank you so much. It's always, it's a pleasure chatting with you, whether it's just life and, personal stuff or getting to chat about fun Facebook stuff.

Aryn: So it's been such an honor having these episodes with you. Thanks,Aryn. This is great. I'll definitely come back anytime. Perfect. Well, I will definitely have you. So thank you guys so much for tuning in. If you have any lingering Facebook questions or if there's other Facebook topics that you want more of just head to you can go to Facebook and search for BOOK ROCKSTAR.

Aryn: You can go to Instagram, search for the book marketer and just, Send me a message there through like one of those platforms. And we'd be happy to create some new episodes that will keep teaching you everything that you need to know about Facebook. So thank you, Stacy. [00:21:00] And thank you everybody for tuning in.

Stacy: Thanks Aryn.

Aryn: All right. Well, we are in the middle of a Facebook series with Stacy Kennedy. So go ahead and check out the other episodes in this series. So you can have a full understanding of how you can be using Facebook to promote your book. Now I want to talk a little bit more about the company that Stacy works for Redbird social.

Aryn: They are a marketing agency out of Nashville, Tennessee, and they work with authors on full. Book launch implementation. So if you are an author looking for done for you services for your book launch, make sure you reach out to the Redbird team. They do a free consultation, which you can book on their website, redbirdsocial.

Aryn: com. So I highly recommend reaching out to them. They do, excellent work. They understand the whole aspect of the strategy behind book marketing and book launches, which is something that you don't get out of done for you services from other [00:22:00] partners. So They really understand the best practices and the strategy that's needed behind book marketing and what it takes to get your book out in front of readers.

Aryn: So I highly recommend going to REDBIRDSOCIAL.COM and clicking that free consultation button and talking with someone on their team. I'm so thrilled that Stacy said yes to doing this this series with me. Stick around for more episodes all about Facebook and how you can use it to promote your book.

Aryn: If you're looking for other book marketing resources, make sure you head to BOOKROCKSTAR.COM. That's bookrockstar.com for additional book marketing resources and tools.