How to Use Facebook Audience Statistics for Precise Ad Targeting

Cleverly used, Facebook Audience Insights helps you connect your brand directly to your customers.

Facebook is a channel where you can interact with your target audience.

But how do you know you’re reaching the right people?

You need to dig deeper than just knowing the age and gender of your followers. You need more detailed information such as job titles, hobbiesand relationship status.

So you can say, show and share the right things. Right time. With the right content.

So you can tell your boss, “it works!”

So they can tell you-”great, you can go on with your work”

What are Facebook Audience Statistics?

Facebook is a tool to better understand your audience.

Facebook Audience Insights (FAI) shows you aggregated information for three groups:

• Your dependents Page
• the people inside Custom Audience
• People Facebook

This will help you create more meaningful content. And to find more people in your target audience.

Now is the time to learn how to do it.

How to use Facebook Audience Insights?

Have you set up your business on Facebook? Meaning, are you a Facebook now?business user‘?

Number? First create your business page.

Next, find Facebook Audience Insights in Facebook Ads Manager.

Here we go.

1. Select the audience you want to learn about

• Open the FAI dashboard (Do you have more than one account? Close the popup to choose a different one from the top-right drop-down menu.)
• Choose an audience. The dialog will show your options.

It’s easy this far, right?

Which option to choose?

• Everyone on Facebook: Learn how to attract new people on Facebook
• People linked to your Page: Learn more about your current audience to create better content just for them
• Custom audience: Have you created a custom audience? If so, you will see that option in this dialog.

Let’s start with the numero uno for this guide—everyone on facebook.

This will help you gain insights based on your Facebook advertising strategy.

2. Build your audience demographic

Now is the time to gain insights for your audience.

make a note demography tab is highlighted. This is where you’ll try and apply various settings as you scroll down the left side of the page.

• Choose a demographic left
• view results in the charts to the right. Isn’t it cool?

Let’s look at each demographic.

Location

Do you have a physical location for your business? Say a comic book store in downtown Nashville? An interior design store in Portland? Lawn mowing in Charlotte? Select your country, region or city.

Are you selling services online? Or are you building your brand on the web? Include countries worldwide.

Do you sell physical products? Stick to the countries you ship to. And maybe where shipping costs are reasonable.

age and gender

for age, Must be 18 years or older. That’s the case with Facebook.

Choose an age range that fits your research and target audience. Same for gender.

Not sure about this demographic? No problem, leave these blank for now. As you gain more insights, you can very well return to them.

think about it insights exercise as processagainst one Activity. Learn as you go and grow.

areas of interest

Ah… areas of interest where does it come from interesting.

Lots of options with this demographic. Entertainment. Cook. Sports. Technology relationships. Donuts. tractors. telepathy (try i did). Ooh LaLa. Go wild.

Drill down using the drop-down outputs. Or type anything. Start wide, go narrow. Or vice versa. Play with it and watch what happens on the charts as you learn, review and understand.

E.g…

• start with We and any age → See 56% women and 44% men among Facebook users
• Add Food and Drink by interest → 60% female, 40% male. Hmmmm.
• collapse restaurants → 67% female, 33% male
• To narrow it down further coffee shops → 70% female, 31% male.

demographics of restaurants narrowing further towards coffee shops” width=”294″ height=”462″>

Do you brew and sell coffee locally in Seattle? Add this to your location.

More than 70% nationally, women now appear at 62% in Seattle. You just learned who to talk to-including their age.

That means quality time with your computer and Facebook Audience Insights.

It’s fun, isn’t it? Come on, continue…

Developed

Let’s see… Location, Age groupand areas of interest all pointed out – with useful information emerging.

What’s next?

OK then… Slice, relationship status, education, job titlesand Market Segments?

Politics and life events is fair game (like people starting a new job or moving to a new city).

“Developed” section allows you to view even more precise details about your chosen demographic.

Return to your Seattle coffee shop.

choose All Parents.

Wow, it went from 62% to 72% for women. More importantly, pay attention to the effect on it. Relationship Status, Educationand Age.

So… an ad appears promoting your business for the following demographics:

• Parents (male and female)…
• Between the ages of 25 – 54…
• University educated…
• with children

The more details you add, the smaller your audience becomes. And your ad can (and should) be so focused. This is a good thing.

Better resonate with a few people than it seems uncertain for most.

It’s up to you to create the right message. And now you know who to target.

3. Discover what your audience likes

Sit back—You’ve identified your Facebook audience. Find out what they like now.

• Click Page Likes tab
• to observe Top Categories and Page Likes sections

Top Categories

See the general interests of your coffee shop goers.

eats, charity, more places, books, art, movies, magazines, live musicand organic food.

Looking at the top 10 categories, this is what people care about sitting in your coffee shop and sipping your coffee.

Use this information to inspire ideas to test your organic Facebook marketing strategy. Maybe you can organize a contest where followers share the best coffee served in organic markets.

I bet you’ll come up with better ideas than this. But you get the idea. Having these audience insights guess less and more points with your target audience.

Of course, these are just Facebook’s suggestions.

What if there are actual data for relevance and proximity?

Oh, but there is…

Page Likes

Want to know which Facebook pages are connecting with your target audience? And how likely will they be like those pages?

This is here. known as relevance and proximity.

Facebook defines “relevance” as:

“Pages that are most likely to be relevant to your audience based on affinity, Page size, and the number of people in your audience who have already liked that Page.”

And this is how they define “closeness”:

“How likely is your audience to like a particular page compared to everyone else on Facebook.”

Time to act like Sherlock Holmes once again.

Click through a bunch of pages by researching and jotting down what these businesses are doing. Understand, scroll and refine some of their ideas to use for your business.

But wait, there’s more. Use These Page Likes to: refine your audience:

• Make a list of the above pages (or just take a screenshot)
• Click the Demographics tab
• Type a page name in the Interests field
• View all changes In your demographic chart

See which page names have an impact. It won’t be all. Use this to further narrow your audience.

Use Save and Save as (under More menu) options to mix and match your settings. So you can see different results for different (but relevant) audiences.

4. Explore location and language details

Find out where people live and what languages ​​they speak for the products you sell.

• Click locations tab
• Click each of the subtabs

You will see the details for Best Quotes, Top Countriesand Top Languages spoken for your target audience.

This may not be very interesting for your local store. But for your online business, this can tell you where to sell. And what languages ​​to focus on.

Got Batman action figures to make, sell, and ship? Wondering which other countries might be interested?

• Open a new instance Facebook Audience Statistics tool
• Type “Batman action figures” into areas of interest domain
• Click Top Countries tab

You may have hoped to see the US at the top. But other countries on the list may surprise you.

Explore cities and languages ​​as well by clicking these sub-tabs

5. Explore activities and device details

Find out how people are behaving on Facebook and on what devices.

• Click Activity tab
• to observe Frequency of Activities divide To see how they interact with their Facebook page
• note the same For devices they use in the Device Users panel

Now this is interesting. Pay attention to the primary devices your different audiences use.

For your Batman action figures audience, Android is the device of choice to access Facebook.

…and the iPhone for those local coffee shop customers.

Maybe you are considering a second job selling iPhone cases to your customers? Please.

6. Create an ad for your target audience

This is some work you do to develop your Facebook audience analytics and your custom audience. Good job.

Are there more than 1,000 people in this audience? Then you are ready to create and run an ad for them.

• Open a saved audience
• click green Create ad button
• Follow the steps to create your ad on Facebook

Ad Manager will populate the targeting fields based on your Audience Insights. It will also monitor the performance of each ad campaign.

You may find that overall conversions drop as you create more ads. Do not worry. While showing your ad to a smaller audience, your ROI can still increase. Because again, your goal is to connect deeply with a few people, not vaguely with many.

Test and track to find your sweet spot. Developing KPIs will definitely help you achieve your social media goals.

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