The DEFINITIVE GUIDE to Targeting Audiences on Facebook

Digital marketing is all about targeting
Facebook Targeting is criminally misunderstood
Let’s fix that right away

Chapters:
02:00 Ads do the Targeting
12:00 How do Interest Groups and Lookalike Audiences Actually work
22:00 Everything you need to know about Retargeting on Facebook

Resources:
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Ads do the Targeting

In the world of Facebook ads, where attention is earned… Both in Organic and Paid efforts, Ultimately the Content creates its own audience. Ads are not randomly shown to users within some targeting parameter. Every piece of Content learns who likes that content and who doesn’t. Based on this information, every social media platform then shows that Content to individuals who are more likely to respond positively to it.

Running ads is no different than earning organic-rich. We as users are more likely to see contents that we like based on previous content that we’ve engaged with. This doesn’t just mean that we as users have a curated feed of Content that is built for us. It also means That we as marketers need to understand our ads are creating curated audiences for themselves.

Facebook's business motto is built on the retention of attention for profit. As partners in business with Facebook, you need to appreciate that if we are complementary in this effort then our business results are far easier to achieve.

Every ad knows who clicked on it, and who engaged with it, and Facebook is aware of whether or not that person has a positive experience because of that interaction. Ads do the targeting, because they take this information within the available audience parameters, and define the best impressions for our shared business objectives.



How do Interest Groups Actually work

Interest groups were introduced roughly 10 years ago as a way to make Facebook as an advertising platform more familiar to people that were running Google ads. Interest groups are a direct effort to mimic affinity audiences in google. This is tremendously important in understanding how they are designed to work.

Google is an intent-based platform. Users are exposed to Google ads because they have given the system a signal to say that they are interested in that type of conscience at that very moment. Affinity audiences were Google's way of allowing their advertisers to reach users who might not yet have intent.

Facebook is designed to create intent. Over half a decade after interest groups were invented Facebook made a seismic shift and how the platform operates. Since this shift, the ads themselves became more targeted, and audiences as a technology were no longer supported by developers at Facebook in the same way ever again.

Interest groups are built on conversations and actions, but they do not imply sentiment. Human nature is often to be more communicative in things that we don’t like rather than things that we want. Plus up to 1/3 or more of users in an interest group are there because of an error in the code.

The population of an interest group also is incredibly dynamic. Meaning that if we are trying to create intent, by showing ads to users over time, if those users change on a regular basis, we are creating more waste with our spend


Everything you need to know about Retargeting on Facebook

We need to know three things to start.
The first is, that every ad ever shown to anyone is a Retargeting impression, based on that user's consumer behavior and activity online.

The second is, that even a broader audience is consistently retargeting users with multiple messages to get them to take the Action York Optimizing towards

The third is, retargeting efforts are not only by their nature not scalable, but they also add cost because the audience is smaller and because you’re prioritizing the delivery of ads to people who have already given a signal that they are less interested potentially than somebody else

We have to remember that the majority of people in a retargeting audience have already made the decision that they are not interested.

If you do not respect when somebody says no, that creates a negative experience in the real world, and with your Facebook ads