Lesson Info
3. Ad Breakdown 50% Content, 50% Targeting
Lessons
WHY Targeting is So Key
1Introduction
02:07 2Getting Started
01:31 3Ad Breakdown 50% Content, 50% Targeting
03:13 4Scaling Limitations: You're Always Limited by Audience or Budget
02:05 5Quiz - WHY Targeting is So Key
Custom Audiences
6Deep Dive into the 11 Types of Custom Audiences
30:57Timeframe Breakdown
02:51 8Naming Convention for Custom Audiences
04:42 9Best Audience Sets to Start With
02:31 10Using Event Audiences to Automate Lists
03:08 11Quiz - Custom Audiences
Lookalike Audiences
12What is a Lookalike Audience?
09:26 13Which Custom Audiences Create the Best Lookalike Audiences
02:27 14Strategy for Lookalike %
02:48 15Naming Convention for Lookalike Audiences
04:55 16Quiz - Lookalike Audiences
Saved Audiences
17Demographics, Psychographics and Behaviors
13:37 18Narrowing and Excluding
07:06 19Geo Breakdown
04:12 20Using Connections
05:08 21Combo Audiences
04:29 22Audience Sizing
05:00 23Naming Convention for Saved Audiences
05:55 24Quiz - Saved Audiences
Ad Implementation for Freelancers
25Get ROI for Your Clients
08:54 26Scaling: The 3 Ways to Grow a Custom Audience
02:19 27Avoid Audience Burnout
05:33 28Expanding a Lookalike or Saved Audience
03:31 29Split Testing Audiences
05:19 30Determining When an Audience is Not Performing
10:46 31Quiz - Ad Implementation for Freelancers
Conclusion
32Wrap-up
01:55Final Quiz
33Final Quiz
Lesson Info
Ad Breakdown 50% Content, 50% Targeting
So when you break it down and add is really a combination of two components, It's one piece of content plus one target audience. If the ad is not performing well, one of these two items is likely broken. Either the content sucks or the targeting is just wrong. A great marketer will be able to tell which is wrong. But most people jump to blaming the content right off the bat. After all, we all know that content is keen and it is true that brands content is usually the bottleneck when it comes to campaign's success or failure. But targeting does matter too. As my old professor used to say, if you see an ad, do you think it's stupid or can never work? You're probably just not part of their target market. We've seen that simply changing the audience were serving ads to drastically lower CPM cost per click and cost per acquisition often by five times or more. So if you're optimizing an account for a leader for a client, try and adjust the audiences first, asking the client for new content o...
r trying to write new copy yourself will always be challenging the lowest hanging fruit for you personally might just be picking a new audience and ads are always going to be most powerful when they're relevant. So consider the following two examples, example, number one, pretend you're on a road trip headed to Disneyland. Pretty exciting and after driving on the freeway for a few hours, the gaslight in your vehicle comes on, you look up and see an ad on the road telling you that there's a Chevron and a shell gas station at the next exit. So of course you pull off to fill up or let's go to example number two, you've just finished a fun filled day at Disneyland again, but you're starving because the food and amusement park is super expensive and your cheap, so you want to spend money on it so you haven't eaten all day long. You see a billboard heading home for Mcdonald's nearby and headed for the golden arches. Right? So in general, people don't like ads since no one likes being sold to, but in both examples, we just shared. People were okay seeing the ads drove to them and purchased. Why was because the creatives were so good. No, these were freeway signs and billboard ads. It's because the ads were relevant. So when as irrelevant people are okay to see them. So how about a real life example instead hypothetical Read ran ads for the Golden State Warriors for the past five seasons and normally we wouldn't run ads in the right column of facebook. You know, we all know the placement is a dead giveaway that you're serving an ad. It's super obvious and typically placements in the news feed will work better because they appear more organic. But we found that after someone had had a few previous touches with our brand, we could then run ads in the right home successfully because after they watch the highlight videos, they've given us their email, they've been to our website at that point they're ready to buy some tickets. So those ads became very relevant to them. These right column ads would often get us a forex higher R O A. S than the ads we were serving in the news feed because we serve them to a relevant audience. You can help your clients in the exact same way by using facebook's custom audiences properly. You can effectively serve ads to folks when they're ready to buy. This will improve the performance of the account drastically. So we're going to cover exactly how to do this a little bit later on. In short though, just always remember that 50%, 1 half of an ad is in the target. So when something is broken, don't blame the creative right away without looking at the targeting as well.
Class Materials
Bonus Materials with Purchase