FB Ad Audiences Flashcards
Three Types of Audiences You Can make in FB Ads:
- Core Audience
- Custom Audience
- Lookalive Audience
When creating a “Core Audience” what are 3 Characteristics you can choose from and adjust?
- Demographics (age, gender, location, language, education level, income, relationship status, industry/occupation)
- Interests (shopping, restaurants, hobbies, music)
- Behaviors (activity on FB, purchasing behavior, device usage, political affiliation, how often they travel)
At what level of the campaign do you set/create the audiences?
The Ad Set Level.
Remember the Campaign Level sets the objective, Ad Set is main details of audience, where your ads appear, how much you’ll pay and ad schedule, and the Ad Level is the creative bit (ad creative, CTA, etc).
What is a Core Audience?
An audience you choose manually based on qualities you think want to reach with your ad because you think they may be interested in your ad (choose from demographics, interests, and behaviors)
Should adjust the Language targeting option for your Core Audience?
Only if you are targeting non-native speakers in a region, otherwise LEAVE IT BLANK.
Bonus option for narrowing down your Core Audience:
You can choose to either include or exclude people who are already connected to your page. This is useful if you want to focus on attracting new people into your audience.
What is a Custom Audience?
People who have already interacted with your business in some way and who you want to nurture along in their customer journey. This is called re-targeting because you are reaching out to people who’ve already had some touch-point with your business.
How is re-targeting related to Custom Audiences?
Custom Audiences are built of people who have already had some touch point with your business. You are essentially retargeting these people based on those previous touches.
When you create a NEW Custom Audiences, what data sources do you get to choose from for choosing what retargeting data you will create from?
- Our own business data sources (website, customer list, app activity, offline data)
- Facebook’s data sources (video, lead form, instant experience, shopping, Instagram business profile, events, facebook page, on-facebook listings)
What are my business data sources for Custom Audiences?
- customer list
- website (pixel tracked)
- app activity (pixel tracked)
- offline data
What are Facebook’s data sources for Custom Audiences?
- Lead Gen forms
- Video views
- Instant Experiences
- Shopping
- Instagram Business Profile visits
- Events
- Facebook page visits
- On-Facebook listings
After choosing data sources to create a Custom Audience, can you further refine?
Yes, you can then refine further by filtering via the three main audience characteristics (demographics, interests, and behaviors).
What is the 3rd type of audience you can create in Ads Manager?
A Lookalike Audience
What is a Lookalike Audience?
An audience built off an already existing Custom Audience list and looks like your current customers in terms of demographics, interests, and behaviors.
You do this by choosing a source audience from your Custom Audiences.
Thinking is that people who are similar to your current customers will probably also be interested in your business.
What is a Source Audience?
The Custom Audience you choose to create a Lookalike Audience from.
Does Facebook allow you to adjust the Lookalike Audience?
Yes, you can adjust for how similar you want your Lookalike Audience to be to your source audience Custom Audience. You can choose for it to be very similar or less similar. The less similar you go will be a bigger audience. You can even create multiple options here that are quite similar to your custom audience, to much less similar and more broad.
When Facebook shows you audience size data for Detailing Targeting options, does that include your already specified demographics (age, location, gender) or not?
Nope. It includes everyone on Facebook who likes that interest BEFORE applying your demographic targeting.
In “Detailed Targeting” when you add interests, does FB consider these “AND” interests or “OR” interests? (aka does your TA have to have all of these interests, and and and, or does your TA have to have ONE of these interests; this or this or this?)
OR. Facebook looking for a Target Audience that has interest A or interest B or interest C and so on.
If you want to add a target interest that combines (AND) with your initial interest OR list, then go into “Narrow Audience” and choose additional interests that you want your TA to always have.
Difference between “Detailed Targeting” interest box and “Narrow Audience” option?
Detailed Targeting is where you place your initial interest list for someone to have at least one of these interests.
Narrow Audience is where you specify what overlapping qualities you ALSO want your TA to have along with at least one of the interests in the Detailed Targeting box.
“Narrow Audience” box is AND or OR?
ANY of the items in the box must overlap with ANY of the items in the Detailed Targeting box.
What is “Detailed Targeting Expansion”?
It’s an option available in all ad campaigns except Brand Awareness & Reach that tells FB they can show our campaigns to people who might be interested in our ads but who don’t fall into the camp that we narrowed down to via our Target Audience interest targeting specifications.
Each Ad Account gets how many pixels?
ONE
What are the Facebook Audience sources that aren’t interrupted (as much?) by iOS 14?
- Video Views
- Lead Gen
- Instant Experience (people who opened it)
- Shopping
- Instagram Business Profile (people who checked out your profile)
- Events (people who RSVP’d)
- Facebook Page
- On-Facebook Listings
For creating a “Lookalike Audience,” how many people should be in the Source Audience you are basing it off of?
At LEAST 100, but ideally 1000 people should be in the Source Audience you are compiling a “Lookalike Audience” out of.
