Last week in our Facebook Ads 101 series, we took a look at the Facebook Pixel and Custom Conversions. Today, we will be looking another important tool that Facebook advertising has to offer, Facebook Audience Insights. Audience Insights are a great way to learn about who is in your target audience so you will be able to adjust your ad copy and creative accordingly.
To start using the Audience Insights, you will first log into your business manager account. Under the Plan section, you will see “Audience Insights.”
Once the Audience Insights screen loads, a popup that looks like this will appear:
Once you select what audience you would like to start with, you can adjust what groups of people you would like to target.
You will notice on the left-hand side of the screenshot above, that you can filter Location, Age and Gender, Interests, Connections (Pages), and Advanced. The Advanced filter contains: Language, Relationship Status, Education, Work, Market Segments, Parents, Politics (US), and Life Events. You may not need to use every filter, but they are nice to have when you need them.
Listed below is a screenshot of how the filters look. I have applied filters to all people who are interested in marketing in Chicago between the ages of 30-40:
As you can see, there is a dark blue bar and a grey bar behind it. The dark blue represents your percentage of your selected audience, while the grey line behind it is the percentage of Facebook users. If the primary information that you see does not give you the results you are trying to get, you can click on one of the blue bars, and the Audience Insights tool will readjust for you. For example, if you only wanted to see married people, you would select Married in the Relationship Status box.
As you can see, the Age and Gender percentages changed along with the Relationship Status. The Education Level percentages did change, but only by about 2%.
If you have worked on a project for some time and would like to step away, you can save your progress for later.
This tool is something that you can utilize to learn about the people you are trying to talk to before you write ads and decide on targeting. Audience Insights are a great way to help relieve some of the stress of learning who your audience is. The great news about Audience Insights is they are fact-based, using what people have shared about themselves on Facebook.
Please join us next week as we finish our series and talk about Facebook Placements.