FB Ad Audiences

Question 1

Three Types of Audiences You Can make in FB Ads:

Answer 1

1. Core Audience
2. Custom Audience
3. Lookalive Audience

Question 2

When creating a “Core Audience” what are 3 Characteristics you can choose from and adjust?

Answer 2

1. Demographics (age, gender, location, language, education level, income, relationship status, industry/occupation)
2. Interests (shopping, restaurants, hobbies, music)
3. Behaviors (activity on FB, purchasing behavior, device usage, political affiliation, how often they travel)

Question 3

At what level of the campaign do you set/create the audiences?

Answer 3

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).

Question 4

What is a Core Audience?

Answer 4

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)

Question 5

Should adjust the Language targeting option for your Core Audience?

Answer 5

Only if you are targeting non-native speakers in a region, otherwise LEAVE IT BLANK.

Question 6

Bonus option for narrowing down your Core Audience:

Answer 6

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.

Question 7

What is a Custom Audience?

Answer 7

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.

Question 8

How is re-targeting related to Custom Audiences?

Answer 8

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.

Question 9

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?

Answer 9

1. Our own business data sources (website, customer list, app activity, offline data)
2. Facebook’s data sources (video, lead form, instant experience, shopping, Instagram business profile, events, facebook page, on-facebook listings)

Question 10

What are my business data sources for Custom Audiences?

Answer 10

1. customer list
2. website (pixel tracked)
3. app activity (pixel tracked)
4. offline data

Question 11

What are Facebook’s data sources for Custom Audiences?

Answer 11

1. Lead Gen forms
2. Video views
3. Instant Experiences
4. Shopping
5. Instagram Business Profile visits
6. Events
7. Facebook page visits
8. On-Facebook listings

Question 12

After choosing data sources to create a Custom Audience, can you further refine?

Answer 12

Yes, you can then refine further by filtering via the three main audience characteristics (demographics, interests, and behaviors).

Question 13

What is the 3rd type of audience you can create in Ads Manager?

Answer 13

A Lookalike Audience

Question 14

What is a Lookalike Audience?

Answer 14

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.

Question 15

What is a Source Audience?

Answer 15

The Custom Audience you choose to create a Lookalike Audience from.

Question 16

Does Facebook allow you to adjust the Lookalike Audience?

Answer 16

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.

Question 17

When Facebook shows you audience size data for Detailing Targeting options, does that include your already specified demographics (age, location, gender) or not?

Answer 17

Nope. It includes everyone on Facebook who likes that interest BEFORE applying your demographic targeting.

Question 18

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?)

Answer 18

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.

Question 19

Difference between “Detailed Targeting” interest box and “Narrow Audience” option?

Answer 19

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.

Question 20

“Narrow Audience” box is AND or OR?

Answer 20

ANY of the items in the box must overlap with ANY of the items in the Detailed Targeting box.

Question 21

What is “Detailed Targeting Expansion”?

Answer 21

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.

Question 22

Each Ad Account gets how many pixels?

Answer 22

ONE

Question 23

What are the Facebook Audience sources that aren’t interrupted (as much?) by iOS 14?

Answer 23

1. Video Views
2. Lead Gen
3. Instant Experience (people who opened it)
4. Shopping
5. Instagram Business Profile (people who checked out your profile)
6. Events (people who RSVP’d)
7. Facebook Page
8. On-Facebook Listings

Question 24

For creating a “Lookalike Audience,” how many people should be in the Source Audience you are basing it off of?

Answer 24

At LEAST 100, but ideally 1000 people should be in the Source Audience you are compiling a “Lookalike Audience” out of.

Question 25

How long does it take for Facebook to populate a Lookalike Audience?

Answer 25

Up to 24 hours

Question 26

Once a Lookalike Audience is created, can you go back and edit it?

Answer 26

Nope

Question 27

Does FB update your Lookalike Audience for you?

Answer 27

Yes, as long as you are using that Lookalike Audience actively in a campaign, FB will keep updating it.

Question 28

How can you adjust when your ads run?

Answer 28

By not choosing “Daily Budget” and instead choosing “Lifetime Budget” so you can adjust days of the week and even times that your ad runs.

Question 29

What is the difference between Daily Budget and Lifetime Budget in terms of the amount of choice for WHEN your ads run?

Answer 29

Daily Budget means you won’t be able to set a specific Ad Schedule and that your ads will run all the time, all hours all days of the week.

Lifetime Budget gives you the option of choosing when your ads will run.

Question 30

Lifetime Budget gives you what scheduling option:

Answer 30

Allows you to choose what days and times of the week that your ads will run. You can choose whether it’s in the user’s time zone or specific to your time zone for a time sensitive offer.

Question 31

Limitation of Lifetime Budget time scheduling effect on your ad performance:

Answer 31

Choosing when your ads will run means you might miss out on lower cost opportunities to show your ad to people who might be interested in your ad.

Question 32

Why might you choose Lifetime Budget to be able to schedule when your ads run?

Answer 32

Because you can choose a time that you think your target audience is most likely to see your ad.

Question 33

Can you use Lifetime Budget to schedule an ad to run continuously?

Answer 33

YEs, you can choose certain days of the week.

Question 34

What is the benefit of leaving OFF “Campaign Budget Optimization?

Answer 34

Leaving this off, FB will show you an Estimated Daily Reach for the Core Audience you specify for your campaign objective.

Question 35

Why doesn’t Campaign Budget Optimization show “estimated ad reach” when creating audiences?

Answer 35

Because it optimizes budget across ad sets based on how ad sets perform over time, so estimated daily reach isn’t relevant. (? idgi but ok)

Question 36

What does Campaign Budget Optimization do?

Answer 36

CBO optimizes your budget across ad sets, depending on what is performing best. You can control spending on each ad set. (that $1 thing from exod)

Question 37

What FB information can help you choose between Daily Budget and Lifetime Budget for your ad?

Answer 37

Looking at Audience Insights can show you when your users are looking at your stuff the most. If you see that there is a specific time of day or day of the week that your users view your stuff or interact with your page, then you should optimize for Lifetime Budget (instead of Daily Budget) so that you can choose days and times of the week to run your ad.

Question 38

What is a potential negative of “Daily Budget”?

Answer 38

The Daily Budget option will aim to spend your budget every day whether or not your audience is on during that day or time.

Lifetime Budget is better if you have an audience that is active during more specific times or days of the week.

Question 39

Who is Lifetime Budget a better option for?

Answer 39

Audiences who are online during more specific days and times of the week.

-You can find out this information by checking your Audience Insights.

(In comparison, “Daily Budget” will spend your full daily budget during the day, regardless of whether your audience is on and active during those times and days of the week).