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Facebook Ad audiences for eCommerce
Facebook Ad Targetting/Audience
Facebook Ad Audiences start with Basic Demographics:
- Geography eg USA
- Age 30-65
- Gender
- You can pick one but
Often you can let FaceBook find your target audience and NOT put constraints on.
What is a Facebook Ad Pixel event?
This is a conversion event.
You want to have a pixel on your site.
You also at an ad-set level optimise for a conversion event.
SO the purchase Q is on the page AFTER checkout
You can track via
- Custom events eg you create a
- Standard events
- Initiate checkout
- Add to cart
- purchase
- NB there is no abandon cart event
- You’ll need to create a new audience in FaceBook
Eg if driving to Shopify start, you want the pixel for add to cart to fire at check-out step
For purchase, you want to have it on the thank you page.
Trusting FaceBook to choose audience…but in phases
There are phases to trust them
Can you trust them on day one?
Yes you can start a brand new ad account and a new pixel and get purchases within 24 hours.
Some people say you need to get a traffic campaign etc. That’s an advanced technique.
There are times that Rory doesn’t do ANY targeting – his rule of thumb is when his pixel has the data for 5000 purchases, he can then let FaceBook target the entire 230M USA pop on FaceBook because it knows what he wants
Facebook Ads Custom audience
Based on website activity
Eg upload customer list
You can upload prospect list
You can isolate by product and upload by that.
Facebook Ad Lookalike audience
Take a known audience
FaceBook will analyse it based on at least 9 data points
It will find people on FaceBook in a certain geographic area that are most like the custom audience.
- Country, region etc.
Ideal Facebook Ad Audiences for retargeting
If you can, base it off 1000 data entries or more
The minimum may be 100
% of audience
You can go from 1-10%
There is top 1% who has a 99% likelihood to match your audience.
The higher the %, the larger the audience.
example – essential oils
Country: USA
Gender: Women
Age: 40-65+ (more disposable income)
Detailed targeting for Facebook Ads
“Essential oil”….suggestions
Ideal is 50K+
The default is “OR”
Targeting 12K is possible just starting out. That will only bring a fraction of the customers you want.
You can combine audiences to build up to enough people.
Ideally you want to have just ONE audience if you can.
“Detailed targeting expansion” in Facebook advertising
You want to deselect this as a direct response targeted
“Narrow audience”
You can get people who like one thing AND another to tighten the audience up.
How to define minimum audience size for Facebook Ads
Rule of thumb: You can spend $10 a day for every 10K in an audience
It depends on the “percentage” audience ie how tightly targeted.
If spending $2000 a day, that would imply 1.2M
For Rory 50K up is good. 100-200K is good.
How to know how big or small audience
There is an essential oil company DoTerra that does millions a year.
Selected DoTerra
AND must have engaged shoppers – 458M people! (People who have clicked to CTA “Shop now” in the last week)
So we’ve brought 3.4M people and brought it down to 1.2M people.
In theory they should be ready to buy.
Example: “Oprah Winfrey”
9.5M audience!
Known for TV, weight watchers etc.
She’s known for so many things – that wouldn’t be worth targeting.
Whereas health and wellness – cut down to 4.4M people.
Oprah plus health and wellness
Oprah AND weight loss – 2.9M people
This is more targeted.
Most important thing: know your customer!
Demographics – age, gender, geography
Interests – what books do they read, what products do they buy?
Is custom audience the best?
If you have a custom audience they are highly recommended.
However, Rory wants to tap into cold traffic and be able to get new customers.
Different types of audience for Paid Traffic
Cold traffic – interest based
Lookalike audiences
Retargeting – custom audiences
Detailed targeting
Detailed targeting
You’re targeted people who are interested in a certain thing
Eg interested in Michael Jackson
There are other forms of targeting:
- Income
- Parental eg expecting, newborn, toddler
- Relationship status
- Job title
- Employers etc.
These are typically smaller audiences
This is voluntarily added to FaceBook – these tend to be very small audiences.
They can be lucrative but they are limited in size.
Behavioral targeting in Facebook Ad Manager
You can also go after certain behaviours –
So it’s like
Creatives for Facebook Ads
Image for product
- Probably show the product!
- If it’s an essential oil related to promoting calm
- Maybe a woman doing Yoga or meditation
Ad elements
- Headline
- Description under headline
- “Click here to …” give them a CTA – tell them what to do!
Headline
Best way to learn how to write ads – go to news outlets.
FaceBook ads are built off how news publishers post articles
- Newsweek
- Time magazine
- Daily News UK
The headline is a teaser –
“How to have a more restful night’s sleep” for a cold audience
Retargeting ad – “50% off our lavender blend when you”
Copy that goes above the image is the “primary text”
This is a social media platform –
- Conversational
- Written as if you’ve found something you like
- Scientific conversation
Rory gives help and free information:
Rory does run ads and offer consulting and coaching.
Final thoughts
Don’t get overwhelmed
Get in there and start playing around
Set an initial goal to get data.
- Are the signing up as a lead?
- Are they adding to cart?
Ask leaders questions – there are a lot of people who will jump in and try to impress you with bad information!
Rory gives help and free information:
Rory does run ads and offer consulting and coaching.
Get in touch at rory@rfsdigitalmedia.com
About Rory Stern (RFS Digital Media)
“We Deliver the results you hoped your last agency would”
Rory F. Stern of RFS Media has been a best-kept secret working behind the scenes to help build, grow, and scale many successful online companies for the last 14 years. Today, he manages a small boutique media buying team that specializes in multi-channel traffic. He is best known for creating ads that convert and being able to get a lot of policy challenged offers approved and running on Facebook.
Core business is growing a business with paid traffic.
For other podcasts on the topic of paid Traffic, see:
Diversify your Ecommerce Traffice with Rory Stern
Traffic sources for business with Davis Nguyen
Multichannel Campaign Management with Rytis
Watch my full interview with Rory Stern
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