SESSION #1

DEEP DIVE INTO AUDIENCE DESIGNFOR BEGINNERS

This Cheatsheet was written in response to some common questions fromstudents new to Facebook Advertising and Internet Marketing, about finding andusing the Facebook Audience Tool.

This cheat sheet will answer begginer questions on:• How do I get to the Audience Insight Tool• How many Audiences do I have to Create• How do I overlap Audiences

GETTING TO THE AUDIENCE INSIGHT TOOL

I know that some of you have struggled with the Facebook Audience Insight Tool (AI). If just finding the audience insight tool wasn't frustrating enough, using it could quickly become overwhelming for some of you who may have never done any online marketing before, let alone any marketing at all. Fear not! The purpose of this session of 'DEEP DIVE' is for you. It willgive you the perspective you need to understand what we are trying to accomplish and give you a little nudge in the right direction.

In order to acces AI, you will need:• A Personal Facebook Account• A Facebook Ad account.

Soon after Session 2, you will need a Facebook Business Manager Account because that is where we want you to actually create your ads. For now, as a minimum, you can complete Session 1 tasks relating to the AI tool with just a Personal Facebook Account and a Facebook Ad account.If you do not have that, then download, read and follow the instructions in our PDF guide in the Session 1 SUPPLEMENTARY MATERIALS section on this page:

• https://s3.amazonaws.com/100kfactory/Ultra-Training/Session+01/Facebook+ad+account.pdf

If you have been banned by Facebook then look at our FAQ in the Support Tab of the members site under Facebook Advertising HELP! I GOT BANNED FROM FACEBOOK! on this page:

• http://100kfactory.com/ultra/home/support/faq/

DIRECT LINKS TO THE FACEBOOK AUDIENCE INSIGHT TOOLI know that even after having setup an ad account some people had issues navigating to AI. So I'm doing to give you a direct link you can bookmark asa short cut. You need to be logged into your personal facebook profile for these links to work.

From your personal facebook account that has an ad account activated:https://facebook.com/ads/audience-insights

From your facebook business manager account:https://business.facebook.com/ads/audience-insights

Additionally this is how to navigate to the AI tool:

From your personal Facebook account that has an ad account activated - https://facebook.com/ads/audience-insights

Additionally these are the 3 steps on how to navigate to the AI tool from you personal facebook profile that has an ad account:STEP 1

STEP 2

STEP 3

If you have setup a business account already on your own or by followingour pdf guide mentioned above then the navigation will look something like this:

STEP 1

STEP 2

STEP 3

LETS GET STARTED DESIGNING AN AUDIENCE

After you have selected your 20 products, you will need to pick 2-3 initial audiences that you want to target FOR EACH PRODUCT. You are looking to create an audience size of around 500,000 to 1,500,000 give or take a couple hundred thousand.

Please download the Product Sample Spreadsheet in the Session 1 training section of the membership site here: http://100kfactory.com/ultra/home/weekly-training/session-01/It is below the 'Using Pinterest.com ...' video.

Next, make sure you study all the videos in the SUPPLEMENTARY MATERIALS section there in SESSION 1Finding a Product

• Using Watchcount.com• Using Wanelo.com• Using Pinterest.com

Using Facebook Audience Insights

After that, this guide will take you through a bit slower and deeper...I know Brent can be kind of quick.

The main purpose for this week in Session 1 was to introduce you to the audience insight tool, get you familiar with the interface and ideas of designing an audience. This is not the tool you will be using to actually create your final ad sets. We will go show you to use other tools like the facebook power editor and third party tools which allow us more flexibility increating and managing ads.

You will not be able to actually create the 'overlap' or 'intersection' of audiences inside the AI tool. Like it's title says, it is just an insight into audiences, not a laser beam into a targeted ad set. However, the insights it does give are very powerful. In other words it is not possible to do an AND or complex A AND B but NOT C with the Audience Insight tool (The ‘overlap’). That tool is just a starting point to get you familiar with facebook audiences.

We will teach you using other tools how to get that 'overlap' or intersection (AND) that Brent was talking about. You can do all that stuff like overlap/flex/detailed marketing within the FB ad account in Power Editor (outside the scope of this exercise for session 1 and the audience insight tool). We will also be exploring third party tools to create and manage ads in very advanced ways that we’ll talk about a bit in further training called AdEspresso. You’re going to learn all kinds of fun stuff about targeting ads in a detailed way for demographics, interest, and behaviors. For example Soccer moms as a demographic, Baby products as a behavior, and parenting magazine as an interest but not moms that are 'Green'.

So don't get bogged down in the audience insight tool. When Steve talked about overlap and he showed a slide with the two intersecting audiences (avenn diagram A intersect B) that was a concept not a feature of the Facebook Audience Insight Tool directly. We will go deeper into Facebook in upcoming training that will show how to do that when we actually build our ‘ad sets’. Also, when Brent was talking about overlap in his video Facebook Audience Insights at the bottom of the weekly training session 1 page in the membership site, he was not actually creating that in Audience Insight, he was noting that in the spreadsheet that those two audiences would be better as an 'overlap'. He will use those notes later to create the actual ad campaign.

So you will not be able to just add interests in the Interest box to get a smaller audience. The AI tool just adds them together, so sometimes you just have to make notes on the side about the size of one audience say it is10 million. Then delete that audience from the interest box by clicking the little 'x' to the upper right of it to clear the interest box and enter another similar interest say interest 'B' that only has an audience of 1 million. Then you would note in your spreadsheet - overlap audience A with Audience B and move on to the next product!

There are other ways to refine the audience inside the insight tool. Start playing with the other sections in the CREATE AUDIENCE column on the left. Enter audience design parameters in these sections:

• Location - Select the United States only. It is the biggest easiest market.

• Age - Pick an age demographic • Gender - Target 1 gender to refine your message and narrow your

target• Interests - THIS IS THE KEY AREA TO FOCUS ON FOR THIS

SESSION• Connections - IGNORE for now• Advanced - Play around here but don't get too bogged down or

overwhelmed

Page Likes can give you great insight into: Purchase Behaviors What magazines/publications do they read, What communities/tribes they are passionate about - crossfit/paleo, Dr Oz, etc.. get the idea? What blogs do they read - think about it?

Now, here is where I see people going wrong all the time. They put products in as interests or product like things like the main category of ‘Cooking’ if they have a kitchen product or actual products like 'quartz watch', handbag, pendant, necklace, rhinestone, sports bra, plus size etc...Those are all 'things'.

You need to think about your audience as a single person instead of a vague group. Remember the training about the 'Avatar'. Picture the guy that you would buy that watch for. What does he look like in your minds eye? What does he do? What sports does he play? How educated is he? What magazines does he read (and subsequent FB pages he might 'like'). Getting the picture?

This is not an exercise in finding buyer keywords for Google SEO or Amazon product search where they are looking for a product. You are finding an audience and CREATING DEMAND by putting an ad in front of them that intersects with a hot interest of theirs and compels their curiosity and desire to know and want. It is a bit of a twist in thinking but is at the core of marketing and a life long skill and yes what you will learn will serve you a life time. This is not a blackhat hacking course.

So when you think about it like that you can see that something like 'sports bra’ or ‘cell phone' is not an audience interest but say working out, gym, running, hiking, working out, yoga, spinning are interests. Now it's easier to narrow those down to be more specific like from yoga to hot yoga to bikramyoga. Then add similar interests like paleo, vegan, law of attraction/new thought.

So you have a cell phone product think what kind of person do I want to target? You really need to do that because you will not be able to just targetall cell phone users effectively. That is the reason Steve talked about the Avatar. i.e. don't enter 'cell phone' as an interest.Get the drift....

If you are progressing well in getting all the session 1 tasks done and want to jump ahead conceptually and play around with audience optimization, trythis for fun. In the facebook search bar (the regular search bar where you look for friends names) type this: “pages liked by men that like bbq” but don’t hit enter yet, you will see the search bar drop down a suggestion box. I saw “pages liked by men that like bbq pitmaster” (I've attached a screenshot of what that looks like) I selected that one and got KISS, OzzyOsbourne, Donald J. Trump, Food Network. I also saw the top posts on other bbq pages they liked. CAN YOU SAY GOLDMINE of data to refineyour audience. Now is the picture of your Avatar getting clearer in your mind? Can you say midwest, corn fed, biscuit eating red neck? Not that that's a bad thing ;) I love bbq!

There are other ways to refine the audience inside the insight tool. Start playing with the other sections in the CREATE AUDIENCE area on the left like Location, Age and Gender, Advanced.Page Likes can give us great insight into: Purchase Behaviors What magazines/publications do they read, What communities/tribes they are passionate about - crossfit/paleo, Dr Oz, etc.. get the idea? What blogs do they read - think about it?

So you can use the facebook search tool and audience insight and later wewill get into the Power Editor and third party tools. That's where the real excitement begins.

However DON'T SPEND TOO MUCH TIME ON THE TOOL. Like Steve said, just identify 2-3 audiences per product. I wouldn't spend more than a few minutes on each one then move on. Just make a note in your spreadsheet exactly like Brent did and move on. YOU WILL NOT ACTUALLY BE DESIGNING AND SAVING THE AUDIENCES FROM THISTOOL.

Your spreadsheet notes in the Product List will serve as your guide in the next steps of audience target refinement. Like I said, don't bogged down. Don't spend more than 5-10 minutes on each product. Just play around with a few, write them down and move on. You will learn more later and learn by doing.

For example, you could just make a note to overlap the following audiences“men ages 25-45, bbq pitmasters, Mtn Biking”, or “Kite Surfing”Then run an add related to some bbq implement product to that crowd featuring the product useage after a hard day playing on the weekend.

You could create an entirely different ad set to a completely different audience that likes totally different things but still like bbq pittmasters. This is what you are looking at when you look at page likes for any particular interest. To give you further insight into your audience to inspire other ideasand ways to create many different intersections with your product.

Many different audiences and interests are going to intersect on any particular product or niche. This is why Steve and Aidan constanatly emphasize not to worry about competition. There are sooooo many products over 1.5 million on the product picker database (plus you can upload your own - training coming soon). The number of ways/permutations you can create what I call an AUDIENCE INTERSECTION with your product and any one particular ad set/style you create at any one time would be difficult to even calculate let alone worry about bumping into or competing with another person and there are hundreds of millions of people on Facebook. The numbers and opportunity are actually a bit difficult to acurately comprehend.

So, back to session 1 tasks, don't over think it. Don't spend more than 5-10 hours at the most on the whole Session. Our model is move forward quickly, refine, move forward again rather than over anaylze and try to get itperfect out of the gate. Why? Because you cannot get enough information about your audience without actually running ads, measuring the results, adjusting, and running them again. You will find that most of the time, your intuition, your common sense, what you thought was right and should have worked DIDN'T.

So don't waste time frozen in analysis, you will grow procrastination mold all over you :)

I am going to end this cheat sheet with an example question from a studentand my short reply:

Hi Jon

I did the exercise for jewelry and had some questions

1. I did a search for pages liked by women who like bracelets. I got results like Disney, London, McDonald's and alot more high likes. If I type in pages like that for my audience, isn't that going to increase the audience size too high?

2. I tried that for grandmother charm(s), scrunchies and I didn't see anything. Should I be doing a diferent search or could it be there just isn't anything?

Thanks Jon,

Mary

Hi Mary,

The audience insight tool will never 'AND' your audiences together so if you put them all in the interest box the total will always be the one with the biggest audience. AI is not the fnal tool you will use to create your ad. The work you did in fnding diferent audiences was perfect. Just note in your spreadsheet to overlap those audiences and that is good enough for now. Just move on and don't get bogged down. We will refne it later for a fnal count. This is just a thumbnail exercise.

If you have seen a grandmother wearing a charm or scrunchy then obviously there is an audience for that. Remember don't get caught into the trap of using products as interests. Think about a specifc grandma that you actually know or can picture that does wear charms, bracelets, and scrunchies. What do they look like, what do they do all day. What do they eat and read. I know the frst thing that popped into my head was a caucasian woman with short platinum stylish hair, blue eyes, in a blouse, deck shoes,with her ipad doing some gift shopping for her granddaughter on group then fipping back to eTrade to check on some stocks she is trading. Ok! Don't make me do all the work here!! :)

So, the bottom line is audience insight is a tool to spark insight not design you fnal ad set. So just jot down what you have, 2-3 audiences in your Product List spreadsheet and move on!

Cheers,Jon McMahon100K Factory Ultra Edition Support Team

Cheers,

Jon McMahon

I look forward to hearing about your progress!!