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
Timeframe Breakdown
Okay, so remember how we mentioned that warm audiences will always outperform cold audiences. Part of the, if then triggers of custom audiences is the time window associated with them. For example, let's say I'm creating a new custom audience of people who have just watched 10 seconds in my video So I can target people who watched over the past week, in the past month, past year or even just one day. So which window should you choose? 90% of marketers get this wrong? We've seen this time and time again when auditing accounts, the average marketer will set up custom audiences and leave the default time period of 180 days. So news flash, if someone watched your video. 180 days ago, they've almost certainly forgotten all about it by now. Just think of all the other videos on facebook they've watched since then To get started. You should create one seven and 28 day custom audiences. This is in line with how Facebook attributes credit to ads based off a one debut and a 28 day quick, you're ...
one day audience will likely be your top performer sense. If someone was on your site or watching your video just yesterday, then you're still fresh in their minds and you'll have success in giving them a solid call to action to move them along in the funnel. So you might be asking yourself then why should I create, you know, a 12345 day audience etcetera? That's a fair question. But the audiences should be spread further apart to account for frequency burnout. So while a warm audience will outperform a cold audience just like warm french fries taste better than cold french fries, You don't want to stick the French fries in the microwave for 10 minutes, right? You're gonna nuke them, destroy them. The same principle applies here. If you hit your target audience too often, you're just going to turn them away from your brand by annoying the crap out of them. So advertising your audiences into submission is never a good strategy. That's why choosing 1 7 and 28 day time frames allows you to continue to advertise these audiences without burning them out and without getting negative feedback on your ads. So what about everyone else after the 28 day cut off After 28 days, you're not as likely to get positive ry from these audiences, but you can still target them. We like to insert people back into the top of our funnel at this point rather than trying to continue to get them to buy. So if you have a great first touch piece of content, you can create 60 and 180 audiences to advertise that content to this essentially again, restarts and reinsert them back down the conversion path. Some other instances when these audiences could be affected, might be, let's say you have a big sale or promotion that you wanted to send out to everybody. So if you're 28 day audiences aren't super big to advertise to, For example, all your clients might not get a lot of website visitors or engagement on Facebook. If you're 17, 28 day audiences aren't cutting it there too small, then you can try a bigger timeframe. We'll discuss this further later on in the course to when we talk about scaling. So now you have a good grasp of creating your custom audiences. Let's discuss how to name them properly.
Class Materials
Bonus Materials with Purchase