Building an Interest Based Audience

Hi. So in this video I'm going to walk you through how to build interest based audiences. So interest based audiences can be created within Facebook in the audiences area here. So because Facebook has 3.6 billion monthly active users, there is an enormous amount of data they hold about all of us. They can see the kind of websites we're visiting, the kind of Instagram and Facebook feeds we like to look at. So there is a wealth of insight there which we can tap into to define the kind of people you want to target for your campaigns. So remember, to get started with ads, you'll need a Facebook manager with an ad manager setup. Audiences are made easy with maybe. So if you connect up your your account to maybe, we will automatically create an audience of engagers, everybody who's ever engaged with your pages and a lookalike of those audiences as well. However, if you want to use the rich source of audience types in Facebook, I'm going to show you how to search and save as audiences type test. So here I am in my business manager and I want to go to the audiences tab here. Now this shows here in my shortcuts, but you may need to go to the burger and search for it down your list. I'm just going to toggle it on here and this will take me into my audiences area. So this is a great place to start when you're beginning to build out a campaign, you can literally map out all the audiences that you to use. And remember, your maybe ones will be in here automatically created. So you can see you've got your social media audience for Instagram, your social media audience of Facebook users. And remember, that's a lot bigger than just your people who follow you. That's everyone who's ever engaged on a post. That's not ever. I apologize. That's 365 days worth of people who have engaged on your page, swiped on a carousel, watched a video, liked a post or commented. They will be included in your warm audiences for Facebook and for Instagram. And we've also got your look alikes built here as well. So they are not your warm audiences but based it's cold people to your business, but based on the attributes of your warm audiences. But in this area I can also create what are called saved audiences. So it's this line that you want to click on here and it will bring me up a window where I can name and search for everything. So I'm actually not going to name anything here right now. I'm just literally going to scroll straight on through because Most of the attributes you will know for your business, the kind of age profile, whether it's appropriate for men and women. And you'll be able to define your geographical areas here. But the thing that I really want to show you is down here in detailed targeting. So this is where you want to go to start searching for what might be appropriate for your business. So what you need to be thinking about is your target audiences. So hopefully you will have done some Persona work before you come to do some advertising. I'm sure broadly for your marketing, you have done some Persona work. So you started to build out a really good kind of profile of the kind of people age in, what they're into, where they hang out, the kind of things they like to do, where they might work. All of those attributes you could be listing down for each of your Persona groups that will really help you here. So in this window here, we've got add demographics, interests or behaviors. Now you can go through the browse. So let me just show you that if you click on browse, it brings up a kind of layering, really. It just takes you on a journey. So you can either start by looking at demographics, their interests, or their behaviors. So there's a little bit of a difference. And you can see here, so demographically, we're looking at education, financial, life, events, are they parents, that kind of thing. But if they are, or if you start at interests, it's more about, you know, what they like to do. The movies they kind of like watching. You know, you can literally drill down to quite a detailed level. So you may prefer to browse and kind of get inspiration through that tab. This is quite a nice one. So anyone who's got a birthday within 61 to 90 days. So there's. There's just so much here. And you want to just click, you know, to go on through and see whether any of it just makes you think of things that could be of interest to you. Now, if you know, you're quite sort of clued up on the kind of interests they have, there are ways that you can search. So let's think about what do they like to read? So if they were women who are into fashion, for example, you could check out whether there's a magazine interest. So there you go. You've got Red magazine, you've probably got Vogue, Vogue magazine. So, you know, understanding the kind of things they like to read is a great thing to look at. What kind of interest do they have? Is it fitness? So we've got physical fitness, Zumba fitness, men's fitness, you know, there's just fitness for girls. It goes on and on, all sorts of different types of attributes. And as you scroll over, you see that there's a size there of the audience. Now, unless if you've defined that it's just the uk, that audience is going to be defined. If you bring down the age range, that interest is going to get smaller. Do you see how that audience size reduces? So going back to these attributes. So let's think about where, where they might like to shop. So John Lewis. There you go. Now note, look at this at the end. So you've got interests and that's very different to working there. So watch out for employers written if not. So you don't want people who work there, you want people who are sort of shopping there and have an interest in there. So people who have expressed an interest in or like pages related to John Lewis Department store. A lot of the supermarkets are in there. So it's what. That's quite a good thing to think to yourself. Where do they shop? Because that's always one there. There's things like British Airways, if you think about where, you know, if they go traveling on holiday in certain places, where do they like to eat? There's a lot of of the big brands of where people like to eat. Like let's have a look at Nando's. Nando's is there. Yep, there you go. Nando's is there. So this is what you need to do is just plug in the kind of interests that you think might be relevant and then to see what's there and you can leave it in there. So family activities, days out with the family, that's one. If you're days out with the kids, you know, for that, for anyone who's looking to target families, if they're a leisure based business, that kind of thing. So there is so much in here and essentially if once you found something that you like, you just click yes, it will give you a size and then you want to go click back in and you can add another. So you can just keep searching and. And then once you find it, you just click return and parents. So here, this is a good one. It literally breaks it down into children, ages. So if I want to add in all parents, I just add it and click return. And that's how you build out your interest now. So the things to note is this audience size. So you don't really want to go below half a million at the minute. With Facebook with reduced tracking, it does prefer larger size audiences. So I would keep it to, to above half a million and you know you can go up to 5,6 million. I know that if even if you've got a budget of only ten pounds a day, it's still going to be able to go out and fish and try and find people for you. So this hopefully will help you to understand how to create an interest based audience. Now I've got, this is going to be attracting parents, so I'm going to parents days out. So obviously once you've got a profile defined and you've got all your interests in there, name it accordingly and then you can literally save it away. So one extra thing to mention is this narrowing here. You can say to Facebook, I want all of those people but I also want them to match. So this is a bit left field but let's just put something in about, you know, I want them to also love horses. So maybe I run a centre that's all about horse riding. So I've basically said they must also match this interest and you'll see how the size has now much reduced. Not by an enormous amount actually. So there you go, lots of kids like horses and I then would name horses interest and then I would save that away and that's going to drop into my audience list. So that will give you some ideas about how to build out your interest based audiences. If you have any questions on that, please remember that we are available on Thursdays at 10 through our training drop in sessions and you can also reach us at any time via the blue button on the maybe platform.