Ultimate Facebook Audience Targeting Tutorial For 2023 (BIG Changes)
If you want the best Facebook Ads Audience Targeting Tutorial then I’m going to reveal how to target with Facebook’s machine learning.
In a way that gets you to put your ads in front of the best audiences for conversions.
The information in this article is crucial to understanding targeting and algorithms right now and in the future.
Because I’m going to reveal what no one else is teaching for FREE…
About how you can leverage machine learning in a way that gets Facebook to put your ads in front of the best audiences for conversions.
How this works is likely something you wouldn’t expect…
Because no matter what you do with detailed or custom targeting or even the latest tricks or hacks, as platforms become more advanced with their AI.
Such as TikTok being more about its AI discovery and creative.
Facebook seems to be narrowing its targeting and focusing more on copy & creative, with its algorithms moving towards big changes.
And let's face it…
Social media is changing the way its content is being delivered.
How Your Audiences Attention Is Being Grabbed
People’s attention is being taken by short-form content and vertical style videos which are highly dopamine-inducing.
This gets users addicted to their platforms and if you don’t learn and understand how Facebook sets its rules for the algorithms to work.
You’re going to experience expensive CPM’s (Cost per mile) low conversions, and your competition stealing that attention away from your prospects.
The Power Of Facebooks Machine Learning
Now, before jumping into it, it's important you understand the Facebook machine learning, as it’s part of what I’m going to reveal in this article.
Because as times gone on Facebook has learned a lot about how to show ads to its users using machine learning.
In a way that knows virtually everything about a user from when they're bored and nosey on their feed, to when they're ready to pull out a credit card and make a purchase!
it understands and learns who should be shown your ads and who shouldn’t.
So here’s the thing…
In order to get success with advertising on Facebook.
It will only work if you know how to feed the algorithm correctly so that Facebook machine learning can work most effectively.
So no matter if your audience is BTC (Business 2 Consumer) or BTB (Business 2 Business) all you need to know is how to give Facebook its signals.
So that when you run your ads, Facebook can put your ads in front of the highest converting audience for you to target.
How To Work With Facebooks Machine Learning
So with that said…
how do we do this?
Through understanding the inputs that signal Facebook's machine learning to help feed the algorithm.
This will help the ai to target its audiences to get you the best results.
Because the better results you get, the more you’ll spend as an advertiser which is the goal for Facebook.
So with that said…
Let’s get into each input that you should focus on doing to get the best results…
Six Essential Inputs For Facebook Ads Audience Targeting
Input 1: Broad Interest Targeting
Now as targeting seems to be narrowing down more and more using broad interest and unrestricting the algorithm seems to be the way to go.
I’m not saying specific smaller interests are completely dead where I have a video talking about this…
But broad Targeting is something you should be doing if you’re not already.
Now, broad interest targeting is different from open targeting as I know a few people get confused with them.
Open targeting is when you leave the detailed targeting wide open.
And broad interest targeting is when using an interest such as:
- Social media.
And so on, when you select this, you’re essentially relying on Facebook’s delivery system to find and show people your ad.
Now what’s really good about doing this is that it unrestricts the ai but at the same time, you give it a simple foundation to work from.
But what you can also do since you’re letting Facebook search such large audiences, is look into more detailed demographics.
This will give a better understanding of age groups, and location so if you don’t have any data or not much you can start putting this into the targeting later on.
Input 2: Leave Placements On Automatic
In the past, I always used manual placements and selected different placements depending on my goals.
However, over the years Facebook is a lot more advanced by trying to tell it what to do isn’t the same anymore.
So Basically you should at least try if you haven't to give control to Facebook to determine where to place your ad.
This allows their delivery system to try to make the most of your budget and increase ad exposure.
And since you’re unrestricting its machine learning the price of your impressions will be lower than if you try to tell Facebook where to place the ad.
Understand Facebooks Main Objective
Facebook’s end goal is to give the best user experience so people stay on their platform so they can deliver ads that make people buy so they profit from it.
They're not gonna waste your ad spend by putting your ads in the wrong location.
So when you get the best results with their automatic placements they’ll only show your ads where you profit the most.
Essentially giving you, your audience, and themselves the best return.
Input 3: Get Your Ad Relevance To Average Or Above
This input for the algorithm is a game changer…
When you get your ad relevance to average or above average across each ranking it helps you get the machine learning to work most effectively, because you're essentially getting a message audience match.
The ad relevance ranking is Facebook’s way of feeding back to you how well your ads are performing with its audiences and also against the competition.
Now, it’s very hard for me to give you exactly what you need to do here without looking at your ads.
Where if you want me to personally take a look at your ads and help you with your results, you can book a free appointment with me.
But, let’s go quickly through each ranking and a quick tip to get them to perform better.
If you have a quality ranking below average…
Improve Your Creative
You want to start to improve the quality of your creative first.
This is the easiest option to do by simply changing up the creative and then monitoring the result.
However, after changing your creative if you're still getting the same result, then try changing the ad copy and angle.
Ad Copy And Angle
Your audience may find your ad has an overly hypey tone, and you need to tone the language down as the ad may have had some negative views.
Or something else could mean you may need to change the audience targeting.
So even trying a different broad interest could be the solution to match your message with the audience.
Make Your Ad More Engaging
Make your ads engaging by making them interesting and unique, look for ways to get your prospect's attention and get them to read your copy or watch a video.
Even get them interacting with your ads such as getting likes, shares and comments.
Tweak Your Call To Action
And finally, if you’re getting below-average conversion rate rankings focus on tweaking your call to action on your ad.
And Even changing the pre-frame that drives your prospects to click on your landing page.
But if this doesn’t work, then focus on the post-click experience on the actual landing page itself.
Maybe the headline needs testing with something new, or the offer on the landing page is off.
But again, it’s difficult for me to say without looking.
Doing a few tests yourself to get at least average or above average will massively get the algorithm working very effectively.
Input 4: Put Keywords On Your Ad And Landing Page
The keywords on your ad and even on your landing page message should follow the promise of your ad.
But to communicate your message and audience with Facebook’s machine learning.
A rule I have is to have keywords that match the message you're articulating with the audience.
So for example, if you’re targeting dog owners in detailed targeting, you would want to add words such as…
- Dog owning can be stressful.
- Most Dog owners find that.
Then Facebook will take these keywords and go look for an audience who are dog owners.
When you combine this with the next input you create a very powerful combination…
Input 5: Create Scroll Stopping Creative
Now creative is something that’s shaping the way we advertise.
And it’s becoming the most integral part of what you should focus on as an advertiser.
And with the way it works with Facebook machine learning is to create creative that slows down or stops your perfect audience from scrolling past.
Because Facebook's machine learning monitors the users scrolling bevhaiour and when you stop the right audience it picks this up and starts to learn more about those users that are interested in what you're showing.
Now the key to creative is to create your creative in a way that visually represents your hook.
And a good way to do this is before and afters.
So an example of this is fishing bait.
Something like this will attract those who are interested in fishing as opposed to someone who has zero interest in this topic.
Input 6: Serve Your Ads In A Way That’s Unique And Different To Your Competitors
Then next is something that will not only get you converting your audience but will also make conversions easy with the right audience. Even if you have a lot of competition around you, or no matter where you advertise.
If you think about the goal of Facebook with it’s users, it’s to keep them on for as long as possible consuming content, the last thing they want to do is bore people so they leave.
So this is so important that gives reasons for the algorithm to serve your ads more to the right audience that you target.
Which Is to serve your ads in a way that’s unique and different from your competitors.
You want to avoid this at all costs directly competing but instead create hooks and angles that are different from what the audience has seen or heard before.
Why You Should Make Your Ads Unique
And when you do this you’ll be completely open with Facebook serving your ads to the audience in detailed targeting.
And here’s the thing…
When you become unique and different from your competitors.
You’re no longer really in a bidding war for the best ads and perhaps best of all…
Even if your copy or creative isn’t the best, you have something that no one else is talking about which will give you the advantage of getting more clicks and more conversions for your money.
Now once you get all these inputs down and you start leveraging the machine learning…
In detailed targeting you can directly put one of the top interests for you to target when you know how to find your competitor's interests and audiences right here.
Further Improve Your Facebook Ad Targeting
Now that you know how to get great results with Facebook audience targeting, if you'd like to know more I recommend checking out my ultimate guide on Facebook ads targeting.
Rick Khan is a Marketing, advertising, and Copywriting expert, content creator, and the Founder of RickKhan.com Marketing Consultant Agency