How to Leverage Facebook Data to Scale Your Ad Campaign:
The ladder is the hardest part of paid traffic.
It can be (semi) easy to find your target market and run a successful Facebook campaign to generate 50, 100, or even 500 leads.
But what about 5,000 to 50,000 clues from a single campaign?
You can focus on the same group of people for a long time before you notice fatigue.
How can you bring your VOLUME campaigns to life?
Facebook makes this very easy.
I’ll show you how we use a tool to profitably scale our Facebook ad campaigns… Use Facebook data (all according to the rules :)).
But before we show you how to use the tool, here’s what you need to know…
This is TARGET.
It doesn’t matter how attractive your image or copy is. If you don’t get your ads to the right audience, your campaign will make mistakes.
We’ll show you how to use this tool to find your target audience on Facebook, but most importantly…
we’ll show you how to SCALE your Facebook campaigns by finding and advertising the audience as the converted audience.
What does this mean? If you’ve had success with one of your ad groups, this tool will give us the data to determine where your ELSE audience is on Facebook (so you can be there too)!
Last year, Facebook launched Audience Insights, an intelligence tool that helps you find demographic and behavioral data about your audience before you even target them with ads.
Audience Insights lets you explore your personal audience, including
• Email lists
• Site visitors
• Telephone directory for customers
It also provides interesting data including
• FB pages of participants
• influencers in your niche
• also a combination of both.
Audience Insights lets you use Facebook data to discover other pages that your target market might “like” those are pages you never thought of.
This allows you to find other people similar to those who…
• Converted to your web pages
• Like your fan page
It allows you to do something very important when buying media: SCALE
In this blog post, I’m going to show you exactly how we use Audience Insights to grow our Facebook campaigns.
Don’t worry, it’s easy. (Watch this quick YouTube video for more info about the different Facebook Targeting options. Don’t forget to subscribe to our YouTube channel.)
How to Use Facebook Audience Insights
You’ll find Audience Insights on the left hand side of Ads Manager:
The first step for using Audience Insights is to input your custom audience or group of interests.
If you’re running an ad campaign to your custom audience and want to scale that ad, you’ll enter that.
Running the ad to a group of interests? Enter that list of interests.
The first arrow below is where you’d input your custom audience; the second is where you’d input your list of pages.
In this example, I’m going to use a campaign that we ran to promote our Ultimate Social Media Swipe File lead magnet.
We found a list of interests (with a potential audience size of ~500,000 people) that was converting really well after 5-7 days.
We wanted to scale to find MORE people most like this interest group so that we could generate more leads and sales, quickly.
So, we plugged those interests into the “interests” box in audience insights (along with the countries where we were running traffic)…
As you can see, this pulls demographic information on this particular audience including
This demographic information is interesting, but nothing like what you’ll find under the “Page Likes” tab
The first section, “Top Categories” displays a wealth of new interests you can use to scale your campaigns including.
Websites they “Like”
Magazines they’re reading
Software they’re using
Public figures (actors, politicians) they follow
A whole lot more
This is KEY when finding other people that are most like your audience that is already converting.
Even better, when you scroll down the page, you’ll find a list of Facebook pages that are MOST LIKELY to be “liked” by your audience.
One More Trick To Scaling: Lookalike Audiences
If you’re using a conversion pixel to optimize for and/or track leads, this method will work even better.
Even if you just have a website custom audience pixel installed on your thank you page (most effective when designating for leads, since they happen more often then sales down your funnel and will have collected the most data), you can create Lookalike Audiences.
You can even create lookalike audiences based off of your customer list, email list, etc.
The trick here is to create the lookalike audience in the country where your market is most likely to live, for example, we created a Lookalike Audience based off of people who hit our Ultimate Social Media Swipe File conversion pixel (they opted in).
We wanted to find more people like those who had opted in so that we could scale.
This audience came out to be over 2 million people. From our testing, we’ve found that audiences around 500,000 – 1,000,000 perform the best (especially for scale). So, we need to decrease the size of this audience.
We also need to add in a layer of targeting in order to make this audience more relevant. Yes, they may be like the audience of people who have opted in based off of 3-5 data points on their Facebook profile, but that doesn’t mean they’re interested in social media.
To overcome these two objections we simply pair this lookalike audience with a big, broad interest when we go to set up our targeting for this new ad set.