5 ADVANCED FACEBOOK TARGETING HACKSMarketing, 16/02/16
IN THIS VIDEO:
0.44 Website retargeting
5.30 Video views retargeting
10.08 Drop Pin Location Targeting
12.29 Conversion Pixel Targeting
18.46 Look Alike Audience Targeting
Hey, guys. Malisa here from Small Business Performance Coaching.
Today, I want to take you through five advanced targeting hacks that you can use when you’re doing your Facebook targeting to make sure that your ads are getting in front of the right people.
You’ve probably seen other ads on your feed and you’ve wondered how people are getting things so succinctly to you. Whether you’ve had a conversation or whether you’ve been looking something else up elsewhere on the net, today’s hacks are going to show you how you can do it, too.
We’re going to have a look at website retargeting. We’re going to have a look at video views retargeting. We’re going to look at drop pin location targeting, conversion pixel targeting, and look-alike audience targeting.
Let’s get into it and have a look at website retargeting. Basically with retargeting we talk about creating custom audiences where you can target people specifically with ads who have hit either your website in general or certain pages of your website, or they’ve gone onto your squeeze page, and basically things like that.
The first part of that obviously is to start setting up your pixels so that Facebook can start tracking who’s actually hitting those pages. To do that, what you do is you’re obviously in your Ads Manager there, and then if you click on Tools, it’ll bring up a thing called Audiences, and then you also have a thing called Pixels.
Now, if we click on Pixels, it will bring up a Custom Audience Pixel here, and what you can actually do is create an audience from your pixel. What you’re going to want to actually do is install the pixel on your page. We’re going to grab the pixel code here, and you’re going to click on the pixel code, copy and paste that.
Then we’re actually going to go over to the website. Your website will probably look a little bit different to mine, but that’s okay. I’ve gone into my blog posts, and I’m creating one specifically for an individual blog post. What I’ve gone and done is I’ve installed a plug-in called Facebook conversion pixel. Once you’ve installed the plug-in, if you go down here underneath your blog post, you’ll see there’s an option for Facebook conversion pixel. I’m just going to click on Insert Code, paste the pixel in there.
Then I’m going to hit Update, and that installs the pixel there, so Facebook can now start tracking who hits that particular page. Then what I’m actually going to do is grab the link address for that particular, post on your site. Then what we’re actually going to do here is we’re going to create a custom audience specifically for people who hit that pixel.
What you can see here is you can see it gives you a couple of options. So “Anyone who visits your website”? Well, no. For this one we actually want anyone that visits a specific web page on the website. Then it says “URL contains,” and this is why I’ve cut and pasted the URL. There we go: anyone who hits this particular page.
You can change it to 30 days, 60 days, etc., etc. Then I’m going to call this one “Booty Blog” because it was a blog about glute training, and just hit Create Audience. Then what will happen is as people actually start to go onto that page, you will see that it will start to create an audience for you.
Then what you can do is once the audience is actually big enough… It will tell you your counts. Obviously, the audience that we’ve just created, they’re the “Booty Blog” audience. If I click on that, it won’t actually be ready yet because there’s not enough traffic that’s hit the page.
You can see there it’s been created but it’s not actually active yet. Oh, there we go. It is active. There we go. So 30 people have hit the page. What I can actually do is then create an advertisement that targets people specifically from that page. There we go.
You can do that just through your normal Ads Manager, or if you decide to go in and do it in your Power Editor when you create an ad… We’ll just go in and do this really quickly here for you. I’m just going to go here – Advert Sets – and I’ll create an advert set.
We’re just going to call it “Test.” Obviously, select your budget as per normal. Then with the audience, what we’re actually going to do is go in Edit Audience, and then it will let me choose a custom audience. I can actually go in and choose my “Booty Blog” audience, and then you can go in and do the rest of your targeting, etc.
Now, this audience obviously isn’t very big but that is how you choose your audience to then target people who have hit specific pages on your website. Have fun with that one, guys. It’s a really, really good one to have.
Video views retargeting
Next up, guys, we’re going to have a look at video views retargeting. This is a great one for really, really cheap leads. This is going to change the way that you are doing your retargeting and the way that you are putting up your videos, I’m sure.
As you may have heard, Facebook has recently allowed you to retarget people who watch your videos. This means people who are actually engaging with your content and are sitting there and watching it. You can then retarget them with other things, which is absolutely awesome as I’m sure you understand.
Now, there are two ways that you can do this. You can either do it in Power Editor or you can just do it in your normal Facebook Ads Manager. I’ll go through really quickly how to do it both ways for you. The best part about this is you can actually start doing it on videos that you’ve put up in the past, as well. You won’t be able to capture the people who have viewed it in the past, but you can start to promote the videos.
If we’re doing it in Power Editor, this is how we do it. What we’re going to do is start a new ad for the actual video post. I’m going to click Create New ad. I’m just going to call it “Test Video.” Then what you’re going to do is change your objective to video views. Basically, what we’re doing here is we’re going to pick a video that has been popular in the past, and we’re going to just run it for a few days and get some video views on it so that you can start targeting people from those views.
We’ll just start doing this. We’ll create the ads. What we’re going to do choose a Facebook page. Now, with existing posts, it’s only going to bring up posts that have a video obviously, because they’re the only types of posts that you can use for video views. I’m just going to run down here and pick a video post that we used previously. It’s going to bring up the post there, so that’s awesome.
You need to make sure that you have this box clicked here that says “Create audience from people who view this video.” Now, this is something you may not know here, but this will allow you to obviously create a new page post, as well. We’ll just go down through that there.
That’s basically it. From there, you set up your advert set as per normal, so you’re going to choose who you would normally target as the type of people in your niche that you want to watch the video. From there, I would probably just go “Desktop News Feed,” “Mobile News Feed” as per normal. Then you’re optimizing it for video views, and go from there, and then you just upload it.
Now, once it’s uploaded, it’ll run for 24 hours, and as soon as it has 1000 views, what it will actually do is create two separate target audiences for you when you go into your audiences. We’ll just come back here, and I’ll show you where you can find your audiences later on.
But basically then when you go into your advertising account – and like I said, it is after the 24 hours – and then if you click on Audiences, it will bring up the audiences for you. There’ll be two. There’ll be the ones who watched it the whole way through and people who just watched more than the first three seconds of the ad for you. That’s basically how you do it through Power Editor.
If you’re going to just do it via your normal stream, we’ll go here. We’ll go Create Advert. Again, we’re going to click on “Get video views.” You’re going to choose your page. You’re going to name your campaign. I’m just going to call it “Test” campaign again.
Choose your target audience, so whoever your niche is. I’m going to choose a custom audience because I have my niche already saved. Obviously, go through and do your age and all of that sort of stuff. Choose how much you want to spend. And then the video, you can either upload a new video, or you can browse your library for a previous video that has appeared on the page and basically go from there.
That’s pretty much how you do it both ways. Like I said, though, after the first 24 hours, as long as you’ve had 1000 views, yes, it will provide you with those audiences for that, so that’s really cool.
Drop pin location targeting
If you have a physical location, you can’t get by without using drop pin location targeting to ensure that you’re targeting people in the local area. Let’s have a look and see how you do it. I’m in Power Editor, as you can see, and we’re just going to go ahead and set up like a test advert. I’m just going to call it “Test,” just so I know what it is. Basically, yes, standard “Clicks to website,” and Create Advert.
Then we’re just going to go through… Obviously, you’ll have already created your page post, so I’m just going to use an existing post that we already have, just to keep it nice and easy. For your low-barrier-to-entry challenge, we’re just going to pick an ad there. Then we’re going to obviously go into the targeting section. Obviously, choose your budget as per normal.
Then we’re going to go in and we’re going to edit the audience. Now, if I’m doing it for my South Melbourne location, what I’m actually going to do is type in the address, and then I’m going to search obviously for it. Then what I’m actually going to do is I’m going to drill down so I’m really, really, really, really, really close, so you can see exactly there.
Then what we’re going to do is drop the pin. I’m going to drop the pin as close as we possibly can to that other pin. If you do try and do it right directly on top it won’t work, but just right next to it. Then we’re going to get rid of this particular line. The reason is when you go to do custom audience, you can’t drill it down to 5 kilometers. As soon as you go to hit Save, it won’t actually save.
The best thing to do is just get rid of that 16 kilometers. We’re going to go Custom. We’re going to drill that down to 5 kilometers or 2.5 miles or something like that, two miles. That gives you a really nice close range area to your location. Obviously, you choose your age group as you would normally, and go through and choose your targeted niche. The drop pin function is a fantastic function to be using.
Conversion pixel targeting
Now, with everything that we’ve gone through already on this blog you probably thought it couldn’t get any better, but we’re about to change the game yet again. Now, we’re going to have a quick look at conversion pixel targeting, which basically means that you’re going to not only be targeting the right sort of people who like the right sort of things in the right area, but Facebook also has the ability to target people who are more likely to actually opt in, which is great news for us.
Let me just show you a little bit about conversion tracking pixels. Now, this is just the very basics, but if done correctly, it can actually really, really work in decreasing your cost per lead. Let’s just go in and have a bit of a look there.
Now this is a slow process, so when you’re first setting it up, you need to go through obviously and add the tracking pixel to the account, but then you also will need to wait for the tracking pixel to be trained in what it needs to do. What we’re going to do is we’re going to go into Pixels and we’re going to go into Conversion Tracking Pixel, and then what you’re going to do is obviously create a pixel.
From here, you want to choose the type of action that you want to measure. Now, these all basically do a very similar thing. It’s more just so you can determine what’s what in your account. They all sort of learn and understand what type of conversion you’re trying to track.
I’m just going to go over the registrations just to register a simple opt in. I’m going to go call this one “South Melbourne Girls,” and I’m going to create my pixel. All right. We’ll view the pixel code, obviously, and then we’re going to go right in to ClickFunnels and we’re going to add the code. There we go. I’m just going to go right in, and I am going to edit the page and add the code in.
All of you really know how to do that already or you should know how to do that already, so that’s the easy part there. Now, I’ve already got a code in there for something else so we’re just going to whack this in underneath. All right.
Once you’ve added the code in, basically, your pixel is there and it’s done. Obviously, it needs to start tracking the activity. Now, that will come, obviously, as more people hit the page, and over time the conversion pixel will learn basically what people’s behavior is on the page.
My Michigan one was set up a couple of hours ago, so you can see that that’s already starting to detect the pixel traffic. We’ve had one lot of pixel traffic, but there hasn’t been any registrations recorded as yet. It will take I’d say probably a week or two weeks before it actually starts to really be trained in what the pixel needs to be doing, but there are a couple of steps that we need to go through, and this will all make a lot more sense as we’re going through them.
So we’ve set up our pixel. What you then need to do, now once that pixel’s been grown and you’ve actually got that pixel trained to know what a conversion is – and this is where it gets a little bit exciting – what you can do is actually set up your ads, and within your ad targeting, you can set it up so it’s connected to that pixel as well as to your targeting.
It will target people in your specific targeting who are more likely to have that conversion action, so they’re more likely to opt in. It’s basically really honing down on those people within your targeting who are going to opt in and do what you want.
That’s pretty cool, but I’m going to show you how to actually set that up in your Power Editor once you’ve trained your pixel. Firstly, you have to set up your pixel. Then you’ve just got to let your pixel collect the data. Then in the next campaign, that’s when you can start really I guess refining your targeting.
Basically, what we’re going to do now, we’re going to go into Create Campaign, and we’re going to create a new campaign. I’m just going to call it “Test.” Now I can’t explain to you enough, you need to train your pixel before this will work properly, so you can’t rush it. Instead of choosing Clicks to Website, on your next campaign that you’ve run after you’ve run this current one with clicks to website, you’re going to choose Website Conversions. All right.
Obviously, you’re going to go through and set up your advert, and we’re going to go Create. Then from there, we’re going to go down. You’re going to set up everything as you normally would. So you’re going to set your budget, set your schedule, go through choose targeting, use your drop pin, do all of that sort of stuff. Optimize for website conversions. You’re going to set the amount that the conversion is worth to you, so all as per normal there. Then lastly, you’re going to include again your pixel to use.
Obviously, depending on which gym you’re using it for, you’re going to choose the pixel. Get rid of the other ones that you don’t want to use. Obviously, go through, choose your ad and everything as per normal.
That’s all as per normal. The only thing is you have a pixel that you’ve now trained, so it knows what sort of people are most likely to opt in and convert, and it will show your ad to those guys first.
I hope that helps, guys. If you have any questions, let me know, but just remember you need to set it up first and you need to train the pixel first. You probably won’t be able to do it on a current campaign, or you can start training your pixel on the current campaign, and then your next lot of campaigning, that’s when you should be good to use your pixel.
Look-alike audience retargeting
The last one in our bag of tricks today is look-alike audience retargeting. Let’s have a look and see how you can set up a look-alike audience. As you can see, we are in the Ads Manager here, and what we’re going to do is just go into Audiences. Once you’re in Audiences, you can choose your audience that you want to create your look-alike audience from.
Now, you can’t create a look-alike audience from a saved audience; it can only be from a custom audience or a pixeled audience, basically. So from here, this is one to do with our video views, so people that have actually watched a video. You’re just going to click on that and then you’re going to click Create Look-alike.
Now, what’s going to happen here is the bigger the audience size that you choose, the less things in common they’re going to have with that audience. The smaller the audience size range – so if we chose like 1% for the size – they’re going to be more like the same sort of behaviors that you have of the audience who’s already looked at that. That’s probably the biggest thing you need to understand here with creating your look-alike audience. The smaller the audience the more similar they’re going to be.
Basically, yes, you just choose your audience size there. You can only choose one country to target. In my case, I’m going to choose Australia. Then from there, you can see 1% of that is 140,000 people, so you can see it is still a really decent sized audience. Then from there you’re just going to click on Confirm.
What’s going to happen is it’s going to give you a look-alike audience. It is going to take a little bit of time. It normally takes about 24 hours for it to be ready and for the audience to populate, and then from there, you can actually use them for targeting purposes, guys.
That’s basically everything today in terms of your Facebook ad hacks. If you found them interesting or you’re going to use any of those hacks in your own Facebook advertising, we’d definitely love to hear about it. Hit the like button at the top and shoot us a comment in the option below. If you have any questions, let us know. Thanks, guys.
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