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Audience Research (LONG POST, but worth to read)

Discussion in 'Dropshipping & Wholesale Hookups' started by Salman Nazar, Mar 19, 2020.

  1. Salman Nazar

    Salman Nazar Registered Member

    Jan 3, 2019
    Likes Received:
    Online Advertising Expert
    United States
    ➡️Few audience research tips which will (hopefully) kill all your questions and doubts on how to build relevant & targeted audience on Facebook. This post is going to be long as hell, but it’s a combination of all the knowledge I have and all the methods I use personally each time I build audiences on Facebook. By the end of this post, each person who reads it will become a master at audience targeting. The only thing that will be left is to stop procrastinating, stop doubting yourself, and implement what you read. So basically you have 3 options by which you can target: interests, behaviors and demographics.
    �What’s the difference? Interests = People’s interests are determined by a variety of actions performed. Here are a few for example: what pages they liked, the information they added to their timeline, keywords associated with the pages they liked or Apps used, ads they’ve clicked on, etc. If I target the ‘’Joan Rivers’’ interest, it means I’m targeting people who liked ‘’Joan Rivers’’ page, installed Apps which are strongly connected to the Joan Rivers interest, or maybe they’ve clicked on a lot of ads associated with Joan Rivers. Behaviors = the actions people take.
    For example: �- a person who’s been using facebook payments in the last 31-60 days
    �- people who open a lot of events
    �- people who upload photos frequently to their profile
    �- people who travelled and came back one week ago Demographics = people’s life situation. For example:
    �- a person who’s net worth is very high affluence
    �- people whose relationship status is married
    �- parents whose kids are between the ages of 18-26
    �- people who have an anniversary within 30 days A big mistake that a lot of marketers are making is targeting by interests only. The way I advice to do it is to combine between the interests, demographics and behaviors – this will get you closer to your real audience since you’re not just targeting what people say they like, but also what actions they take & their current life situation. �Wanna become a master at audience research & targeting?
    �The first step is to learn how to target by demographics and behaviors - Behavior: dog owner
    �The second step is to learn how to target by interests
    �The third step is to learn how to be able to creatively combine between the 3. TARGET ORDER: 1.DEMOGRAPHICS & BEHAVIORS - 2. INTERESTS Step 1: Learn to target by demographics and behaviors
    �You must know what demographics and behaviors are possible to target by. For that, open an ad set and start exploring what’s there. Do it 3 times a week AT LEAST. You must remember as many demographics and behaviors as possible, that’s the only way to improve. Stop reading this post and take action right now – open an ad set and start exploring what’s there. Other than that, when you approach building an audience, another trick I use is to first of all write the keyword and check whether any behaviors or demographics come up. For example: my store is selling clothing for medium and small- sized dogs. I would start by typing “dog” and see what comes up. A lot of interests related to dog… but oops... suddently I see “dog owners” as behavior. BOOM! I’ll start with that, then move on to narrow further. Step 2: Learn to target by interests
    �Step 2.1:
    �Open a new XL sheet.
    �In the columns write: magazines, stores, personalities, tv shows, competitors, events, organizations, websites, etc. Depending on your niche, you’d wanna add more items. For example: in the dig niche, I’d add ‘’dog breeds’’.
    �Use google to fill the list. You want to have a HUGE list of magazines, stores, personalities, tv shows, etc (what I listed above + what you add, depending on your niche). Try to make the items as relevant to your niche as possible.
    �Key point: The list has to be as big as possible but in the same time as relevant as possible. If you're targeting personalities in the hunting niche, don’t include Donald Trump because he's in some famous hunting magazine post. Think of personalities that are very relevant to the hunting niche – personalities that only your relevant buyers would know and love.
    Step 2.2: �Use the audience insights tool to check how relevant your items in the list are, and whether they’re targetable. I like to use the ‘’FB Audience Insights Plus’’ chrome extension. It will separate between targetable and non-targetable interests (blue and red).
    �So what you do now is take each item from your XL sheet and type it in the interests box to check page likes.
    �Here’s how to read the information on this page: "people who're interested in _____ (the interest you put in) are also interested in _____ (all the elements you see on the 'page likes' tab). You can open each page there and check it out to see if its related to your niche. If you see that overall 60%-70% of the elements in the page likes are related to your niche - then it means that: "people who are interested in ____ (the interest you put in) are also interested in other interests which are related to ____ (your niche)".
    �I hope it makes sense. It’s a bit hard to explain it through text, I did my best =)
    �What happens if the elements are Not related to your niche in 60%-70%? Then this is probably not a good interest to target since "people who're interested in ___ (the interest you put in) are also interested in a lot of other things which are not related to your niche" = this interest is not RELEVANT enough for us to target.
    �If you have any questions about this step – post in the comment and I’ll do my best to answer. Try to read it again and implement it, it will make more sense through practice. Step 2.3: �Make a new XL sheet with all the interests which passed the 60%-70% test. When you build your audience, you can choose how to use those targetable interests. It can be either just throw all of them into one bucket and flex it with other behaviors/demographics, or flex different lists with other lists (flex magazines with competitors). Step 3: Learn to creatively combine between interests, behaviors and demographics
    �The only way for me to teach you how to do that is by giving you examples: Example 1 – Let’s say I’m selling a chicken souvenir and my audience is people who are deep into astrology. Let’s say that January is the month of the chicken. (I just made all this shit up lol I’ve no idea in reality, but this is an example). Here’s a few examples of possible audiences:
    �- (birthday month: January) flex with (top 6 astrology gurus) flex with (top 8 astology magazines) �- [Let’s say that this is an expensive souvenir and only wealthy astrology enthusiasts can afford it]: the targeting would be: (birthday month: January) flex with ((annual income is 100k or higher) or (net worth: average or higher)) flex with (top 3 competitors) Example 2 – Let’s say my product is a Russian babushka toy with a unique design since my store is selling print on demand items with a unique design and branding.
    �Take a minute to think how you’d do it before reading my optional targeting ideas =) (expats: Russia). Targeted country: US.
    �Since the audience is pretty small, no need for additional flexing. I can list another 200 examples here, that would just take time. But I hope you get the idea. The more you go over the demographics and behaviors, the better you’ll remember them, the more creative you’ll be able to get when approaching a new product/service that you have to market. Again, I advise you to go over them at least 3 times a week. A few additional tips:
    �1. If your niche is very big, then you're probably gonna have to do a lot of flexing. If it's small, maybe 1 or 2 flexing is enough. See for yourself.
    �2. When testing products with PPE ads, a general rule would be to go for audiences of 500k-1m. It's a guideline, not a strict formula. I'm putting it here cuz I realize people need to have some process and guidelines to follow when they're starting out - so I know this question will come in the comments.
    �3. Bigger audience = lower CPM (cost per 1000 impressions). Smaller audience = higher CPM �4. When you scale, go for audiences of 1.5m+. More ideally 3m+. For any additional questions - feel free to ask in the comments. Like I said, this post should eliminate any doubt you might have about audience research. Just take this information and start practicing. It’s a compilation of knowledge from different resources I learned from with a lot of experience, trial and error. Hopefully I deserve a like and a comment Have a nice day everyone, and don’t hesitate to ask question in the comments!