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
Avoid Audience Burnout
a good audience can be one of your best assets every now and then you're just gonna stumble on an audience that converts like crazy and whenever you throw good ads at them, they're winners. Right? So now we all want to scale and make our clients more money, but we have to be careful not to burn an audience out. I've seen this happen in some big accounts, had killer creatives, but they blasted the audiences so hard that eventually the audience just got tired of the ads and they quit converting at that point. So frequency is the number one killer of a good audience. Facebook naturally puts a frequency cap in place to help us avoid burning out. For example, facebook will only show your ads up to two times per user per day unless they like your page, then they can see your ads up to four times. This rule doesn't apply to every single placement though. Certain placements like audience network or the right column ads aren't as bounded by frequency, but in general you're gonna want to keep yo...
ur overall frequency below these numbers right. We don't recommend pushing these boundaries. We've done studies on our own data and found that when frequency goes over three over the course of a week, the performance begins to taper off. So try and keep your weekly frequency below 2.5. As a rule of thumb, there's an easy way to do this when you're setting up your ad sets. So let's jump back over to our test account to show you how you can set these boundaries in place. Okay, so we want to show you how you can avoid burning out your audiences. So we're here again at the outset level where everything with audiences happens. I'm creating a new ad set just for this example. So the first thing I'll do is choose my audience and let's choose one of these ones we created earlier. So maybe we'll start with, this saves Stephen King interest. This artist is really big over here is going to give you an estimated daily results of reach. And you have this little blue bar. A good rule of thumb is to not have the blue bar go past halfway. So that's how much budget this audience can sustain as the blue bar is kind of letting you know that to see as I increase the budget, the blue bar will start increasing with it. Now this is a really big audience. So should go sustained. Quite a bit of spent. But if I go past $20,000 a day, that's obviously too much. So maybe I'll try $10,000 a day. It's still a little bit too much. That's trapped $5, a day. Mm hmm. Getting closer. Try 4000. Yeah. So you kind of have to just eyeball it around this halfway mark. I can maybe do a little bit more like 40 300 or something. But that's a good way to keep your frequency in control. If it's way up here, you're gonna have frequency problems which results in negative feedback, all sorts of challenges. So let's choose a different audience. You know, an example, We'll go through each of these, this 110,000. So you can see already with the budget passed that. So I need to scale back So you can go 1000. It was like maybe we're having a bit of a lag on this. It's just the Go 500 still a little too much and this one is significantly smaller. Right? So for this one, there we go. Looks like maybe I could do a little bit happier more Up to about 300. Right. So you shouldn't start your budgets at this mark. But this is just the cut off, make sure your daily budgets aren't exceeding this. So we're not saying you have to set a $300 daily budget because that might not align with your client's goals for their spending and their forecasts. But as you're allocating budget, two different ad sets or as you're trying to scale your winners, Maybe I find this ad set does really well. So I want to scale it. This is essentially the point I can scale it to before at this point, I'm not being limited by budget. Right? Our audience both. So being led by audience actually because I have more budget to spend, but the size of the audience can't sustain it. So I need to increase the size of the audience if I want to continue scaling otherwise this would be kind of a good break off point and we'll do the last one, Which was the pretty Niche one I think people just in Phoenix or males. So this audience is really small, so let's see if we do $ So this one you can see just $1, it's gonna be more than enough for such a small audience. $2 is really my break off point with an audience this small, even when I go to $3 and now past the halfway point. So I know $3 sounds really small Because this audience is only 1700 people just over the course of a week or so I'm gonna burn that audience out right when my estimated daily reaches 86-5 40 within three days I might be reaching out in the audience. So now they're starting to see my ads all the time and the ads are having an adverse effect because they're getting sick of them. So you always want to keep this imbalance but use this estimated daily results as blue bar has a good way to know how much you can spend, it won't always give you potential reach for custom audiences. That's one of the things facebook's pulled away from us recently, I think over time they'll let us have more of that back. So with customers and says you just have to kind of keep an eyeball on yourself, know how big the audience is, to know how, how to place the budget. But for statement look like audiences, you should be able to have this in place and just make sure you're not burning of those audiences out.
Class Materials
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