Facebook AUDIENCE INSIGHTS Has Gone! Find Facebook Targeting Options This Way Instead...

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about the fact that facebook audience insights has gone facebook have retired their audience insights tool it was a fantastic tour we used to use it all the time to find high quality facebook targeting options but that's no longer available so there's new ways that you need to do things new ways of finding facebook targeting options that are likely to work really well for your business so i'm going to talk through and walk you through in this video how we're now approaching facebook targeting research how we're now finding targeting options and our approach to facebook

0:31targeting now that one of the big facebook targeting tools has disappeared so i'm in in example ad account here i'm in ads manager and i'm going to click on these three little lines on the left and i'm going to um show you uh what where you're taken if you try and go on to audience insights now when you're watching this video this may have been removed but you can see there's the various options left-hand side and you can see that audience insights under analyze and report is actually still an option which seems somewhat surprising but if you click on it you don't come through to the old

1:02audience insights tool instead you come through to this new facebook insights tool that has an audience section okay so don't think that audience insights still exist because when you click through to it this is a completely different thing this is not facebook audience insights this is facebook insights and within facebook insights you can see there's some other options up here there is an audience section okay so if you try and use it this is where you're likely to uh to end up now facebook said that they were going to use this as a replacement for audience insights and you can see that by if you try and click through to audience

1:36insights they automatically redirect you here is this a good replacement for the old facebook audience insights tool the answer is definitely no so i'll quickly show you what we used to be able to do and how it doesn't work in this tool because if you're trying to use this and use as an example i'll see why it doesn't really deliver the best results so you want to be on this potential audience section that's how we used to use facebook audience insights you can see the potential audience size 49 million that'll be because it's defaulted to the uk because i'm based in in the uk and you can see various locations and

2:08things like that and you can see down here this top pages section okay and you can see if i hover over these top pages are the facebook page is liked by this potential audience and this metric is estimated so what they're saying here is that out of this 49 million people that are the facebook and instagram users aged 18 65 plus in the uk and these are the locations or the largest locations and then these are the pages they're most likely to like be interested in etc now we used to use a very similar tool to this in facebook's audience insight and this information i saw this and i was like

2:44you know what this might still work really well this is this is quite exciting so what you want to then do is come in and add a filter uh we'll just stick with the united kingdom but we'll pop it in to make it more clear you can see nothing changed there um and then let's say we are you know say i'm advertising my business right roughly our age range let me get rid of that it's most likely to be 25 plus to say around 55. we often leave it open but either way we're going to be male and female and let's say we wanted to add in

3:11an interest like social media marketing okay you're thinking fantastic this works so far just like facebook audience insights used to do um and then if we scroll down you will see that the top pages have barely changed they are not highly relevant to our target audience and that's what we used to do we used to pop an interest into here in the social media marketing you see it has affected the audience size we're going to have 2.7 million so it has affected the data um and that would then produce a list of a lot of facebook pages a lot of interest options that are highly relevant that had what

3:51they called a high affinity score so if someone liked was interested in social media marketing they were 500 times more likely to like a certain page and that's where you got your targeting ideas from and targeting options from but if we look down here you will see that these are not related to social media marketing lad bible amazon tasty unilad bbc news i mean these are very you know will smith eminem these are very very generic targeting options that and it's because of the wording it's not an affinity score it's not if you like this if you're interested in social media marketing you are 500 times more

4:22likely to like this as well this other page it's the page is liked by this potential audience well the issue is that obviously a huge proportion of people on facebook and instagram like land bible right or like amazon.com uk or interested in it it just none of these options here are specific not even facebook app you might think it is but but it isn't that's again going to be generic none of this information here is specific to people that are interested in social media marketing and because of that if you try and come in and use the new facebook insights tool as a facebook audience insights replacement it's just

5:01not got the same info okay so if that's not how we're going to find great facebook targeting options um in a non-facebook audience insights world which we're now in how are we going to go about doing it so what we're going to do is we're going to jump back into ads manager and believe it or not we are going to use facebook's as manager as our place to find targeting options that we can use and that should at least some of them deliver great results for our business and that might sound a little bit basic but i'm going to talk you through it now as to why we do it

5:36that way and what we're really looking to do as our end objective because it's a little bit different okay so i'm just going to quickly create an example campaign just to very quickly show you this let's go with conversions because basically always doing that create a quick campaign and then we're going to jump to the ad set level and then what we're going to do very simply is see what facebook will provide in the detailed targeting section so come down here into detail targeting and we're going to start searching for things that are related to our business okay start searching for things that you know are highly relevant okay so i play six

6:12side football soccer for those of you not you know in the uk um really enjoy it right and i'm going to use that sort of industry as an example here for how you would go about finding great facebook targeting options so let's say i was in that industry let's say i sold socks or boots or balls themselves or training equipment or um kit you know like apparel jerseys and things like that right and let's say i was in that base so what first thing i do come in here i pop in soccer okay and you can see we're starting to generate loads of various options you

6:49know we've got mega league soccer because soccer's like more the american word and so we've got major league soccer as an interest um indoor soccer what i play six sides which is indoor fantastic that could be a great targeting option um soccer am that's like a tv show all about all about football uh beach soccer all sorts of look at all these are all these options that you're coming up with okay you would want to go and make a note of all these options all the options that come up that you think are relevant to some extent here you're going to have to use your instinct in your knowledge

7:22of the industry to go you know okay i'm selling beach soccer no i'm selling boots people playing bare feet on the beach right that's not a good one but indoor soccer okay i sell boots that are specifically you know they're like astro turf type boots they're specifically designed for indoor playing fantastic that would be a great option um all that sort of stuff so you make a list and then you go through with some of the other terms that it might be talked about um you know football you've got football association you've got obviously with football you need to be careful with the american versus english

7:55version but it depends where you're where you're advertising of course you could have in here football boots you know football boot is an interest you could have uh football ball i imagine is going to come up with something yeah football ball um football team football player you could go with again soccer ball see what comes up association football soccer and you can see that if you just search around the terms um let's go with some other stuff see what comes up and some of the things you pop in aren't going to come up with anything so shin pads something you wear to play football or soccer most of the time

8:35that's not come up as an option absolutely fine um so you can see you could have for example maybe soccer gloves no that's not gonna come in that's what a goalkeeper would would use football gloves no and this is the process what i'm this might sound a little bit messy and not polished like i'd like to create most of my videos but that's because this process is a little bit messy and it is more natural and not quite as polished as as usual but this is what we're going through and what you're looking to do is search you might search for 10 to 20 terms in and around your industry and whatever

9:08it is that you sell and then you may take some of the ones that you find so we found indoor soccer right okay so we've got um indoor soccer you've got soccer fans people who are really engaged with that sort of content you know look at the description on soccer fans right interacted with content related to football us soccer five or more times over the last 90 days okay maybe that's a great audience people who play the game and buy products probably also follow the professional game and are interested in stuff like that okay that could be a great option so you go through 10 to 20 different terms you're

9:40going to compile a list i would say of at least 10 quality targeting options that you can sort of intuitively say oh yeah that's that's good for our audience that's pretty representative and there's going to be all sorts of ones you didn't expect to come up and all sorts of things like that that is the process we go through initially there's more added to it in a minute next thing you want to do is check the size of these audiences and all i'm doing at this point is discounting ones with tiny audiences that we're just okay it's too small i'm not going to bother with that

10:12i'm not really worried if something's too big the upper end so if you look at soccer fans high engagement and we've got 70 million 71 million remember this is worldwide okay so if i was to pop this in for just the uk and we have got just the uk selected if i remove detail targeting we can see what the audience size is is 2.2 million lovely audience size for the uk that's absolutely fantastic remember that's just 2.2 million uk 71 million worldwide but if and we may not come up with any options because of course football soccer is such a hugely followed thing we're trying to

10:44find something now that's actually this might be interesting if i put a major league soccer in the uk oh i'm still 1.1 million okay that's still much larger than i was expecting but what i'm saying is with a lot of industries you will do this and you will find some that are just too small that just aren't going to work see if we can find a small one there we go soccer mum not necessarily what you target anyway okay perfect example that comes out at 59 000. way too small that's not something i want to target to the whole of the uk i'm looking for 250 000

11:17minimum maybe half a million minimum something along those lines i've got another video about ideal facebook audience sites so i'll include a link uh in the video description below but this is the the sort of thing we're doing this sort of process okay then you've got say you might have anywhere between six and 20 targeting options that you're excited about you think can really work then what you do is you go through and you test them so you you create one ad set for each interest behavior whatever you come up with here targeting option one in each if you put them all into one asset or

11:49multiple into one ad set the big issue with that is that you get a blended average you don't see unless you've got four in here you won't know which one of the four produces the best results which one of the four produces the worst results because they're all lumped in together so the results are a blended average right if you separate out each interest or each behavioral targeting option into its own asset you can then look at that data in a few weeks time or a few days time depending on how much you're spending and go okay out of these you know 12 that we've tested

12:17three perform really well so let's just target those three let's get rid of the others super super valuable information to have the testing process is how you do this now you don't want to test too many all at once i would test a maximum of five ad sets at any one time but you could test five this week five next week five the week after you can get through these really quickly to find out which performs best again that those time frames do depend on your budget right so smaller budgets you need to leave it longer larger budgets you can you can narrow the time frames down um but

12:45that's how you go through the process now this might sound a little bit unexciting a little bit basic if you're used to doing more complex research with audience insights but here's why it's not such a big deal and that's because this is something we do as an agency and i would strongly encourage you to do as well when you're advertising to cold audiences so things like um what do we have is some fantastic options before let's just pop um no results found i don't believe you by the way good example of facebook is super buggy so let's go with the soccer fans um high engagement that high

13:21content gauge that sounds like a like a great option um when you are using something like this and you're testing a whole bunch of different options what you are looking to do as soon as possible is incorporating look-alike audiences and look-alike audiences based off of your previous customers are nearly always going to be the best options if you're not familiar with look-alike audiences i'll include a link um in the video description below to a really detailed tutorial all about it's like the ultimate facebook lookalike audience tutorial shows you how to create them all shows you which ones deliver the best results all that sort of stuff

13:58but the best results are almost certainly going to be seen from look-alike audiences and once you've got say 200 purchases in your account or 200 leads generated whatever it is that you're optimizing for switching over to a look-alike audience based off of those people that have taken that action it's almost certainly going to produce better results than basically any interest behavior or demographic targeting option you can find so without audience insights you might find it a little bit harder to find high quality targeting options which might make your results slightly worse pre-look like audience phase but depending on how much you're spending how many conversions you

14:37generate that might be a very short period of time and then you're going to primarily be operating off local audiences you don't need to always operate off lookalike audiences once you have the 100 plus customers or 100 plus leads or whatever it is that you can base a lookalike audience off you may still run some interest targeting options if they perform really well but don't think that this is the only getting this right this detailed targeting section right is the only way to facebook advertising success very very often we end up with a situation where advertising to warm audiences and then advertising to two or three different look-alike audiences are

15:10called options maybe an interest in there as well if an interest is performed particularly well but we're not reliant on it by any means on this section here it's more of a getting things going in the beginning so that we can then use the best data possible to produce the best possible results okay so pretty straightforward that's the process is it annoying that audience insights has gone yes is there anything we can do about it absolutely not the facebook insights tour the new one is not fit for purpose this is the best way to do it um go ahead and spend a bit of time you can still find great options

15:42and then you can go on um as i said to to bigger and better things with lookalike audiences make sure you check out this that tutorial by the way on lookalike audiences if you're not familiar down below i can i can strongly recommend okay hopefully that's been useful before you go a couple things i want to mention the first is our facebook advertising services so my company lead guru is a specialist facebook and instagram advertising agency we create manage and optimize campaigns for our clients um in all sorts of different industries and if you want better results if you don't want to be finding your own targeting options or

16:09if you're thinking you know i'm sure we can get better results from our facebook and instagram ads we can almost certainly help you achieve that so um what you can do is there'll be another link in the video description below where you can click through to our website book a free call with one of my team members no obligation we can just find out more about your business you can find out more about how we work um and yeah we can explore potentially working together we do require that people have at least a 3k budget or about to have a 3k minimum budget per month um for them to be able to work

16:38with us we just can't really work with companies with less than that but if you do meet that criteria go ahead and book a call and you know maybe we'll be uh we'll be working together if you enjoyed this video please give it a thumbs up comment below i get to most the comments on my channel and spend a lot of time doing that so i will do my best to to answer questions um i can't guarantee it obviously sometimes there's too many but but if i can i will um subscribe if you haven't already and uh yeah best of luck your facebook ad campaigns guys and i'll

17:03talk to you soon bye for now