5 Ways to Use Facebook Audience Insights - Revealbot

To access Facebook Audience Insights, click on the main menu in the top left anywhere inside the Facebook Ads Manager. Then under the "Plan" ... GuidesandTutorials DeepDives RevealbotNews Main 12minread LastupdatedMay20,2022 5WaystouseFacebookAudienceInsights WithFacebookAudienceInsights,youcanseeawealthofinformationaboutthepeopleonFacebookandwholikeyourFacebookPage.Facebookprovidesthisdatatoadvertiserssowecanmakebetteradsthatresonatewithouraudiences.Notonlydoesthishelpmakeourcampaignsmoreprofitable,italsohelpsensurepeopleseethecontentmostrelevanttothemandthereforeimprovingtheoveralluserexperienceonFacebook.ByunderstandinghowtouseFacebookAudienceInsights,you'llbeabletomakebetteraudiencesandfindthegoldmineshiddeninsidethem.Havingtherightinsightscanalsohelppreventwastedbudgetonthewrongaudiences. Keytakeaways FacebookaudienceinsightsisafreetoolfromFacebooktolearnmoreaboutyourfollersandfans YoucanuseFacebookaudienceinsightstoresearch,create,andsegmentFacebookaudiences Youcanalsouseittobetterdevelopbuyerpersonas Beforedivinginhowtousethedata,here'showtoaccessit:HowtogettoFacebookAudienceInsightsToaccessFacebookAudienceInsights,clickonthemainmenuinthetopleftanywhereinsidetheFacebookAdsManager.Thenunderthe"Plan"column,choose"AudienceInsights."Youcanalsotypefacebook.com/ads/audience-insightsinyourbrowsertogotheredirectly.Click"AudienceInsights"togettoFacebookAudienceInsightsHowtouseFacebookAudienceInsightsFirst,selectyourseedaudiencetoanalyze.Youhavetwotochoosefrom:EveryoneonFacebook,whichyoucannarrowdownbyseveralfilters,orPeopleConnectedtoYourPage,whichshowsjustthedataforpeoplewholikeyourFacebookPage(s)Onceyou'veselectedabaseaudiencetoanalyze,youcanfilterthesedownfurthertofindusefulnuggetsofinformation.CanyouseecustomaudiencesinFacebookAudienceInsights?No.In2018,FacebookremovedtheabilitytoanalyzecustomaudiencesfromcustomerdataorfromtheFacebookPixelduetouserprivacyconcerns.ThebasicsofFacebookAudienceInsightsfiltersAfteryou'veselectedyourseedaudience,youcanbeginusingthefiltersontheleftsidebartonarrowdownyourseedaudiencetouncoverdataaboutmorespecificgroupsofpeople.ThebasicsofFacebookAudienceInsightsfiltersLocationYoucanaddnarrowdownyouraudiencebyincludingand/orexcludingspecificlocations.ThedefaultlocationistheUnitedStates.YoucanexcludespecificstatesintheUnitedStatesbyhoveringoverthedropdownarrownextto"AllUnitedStates"andclicking"ExcludeLocations."HowtoexcludelocationsinFacebookAudienceInsightsIfyouwanttolookatlocationsotherthantheUnitedStates,clickthe"X"nexttheUnitedStatestoremoveitasaselectedlocation.Thenyoucantypeinanynewcountry,region,orcity.Youcanaddmultiplelocationstoanalyzemorethanonelocationatatime(forexampleLosAngelesandNewYorkCity).OrifyouwanttoseeinsightsintotheglobalaudienceofFacebookusers,leavethelocationfieldblank.AgeandgenderUnder"AgeandGender"youcannarrowyouraudiencebyaminimumand/ormaximumageandgender.HowtonarrowyouraudiencebyageandgenderinFacebookAudienceInsightsInterestsUnder"Interests"youcanincludethesameintereststhatyoucantargetwhensettingupFacebookAds.Soifyouwanttoseethekindsofpeoplewhoareinterestedin"Advertising"simplyselectittoapplyittoyouraudience.Youcanaddmultipleinterests,butyoucannotexcludeinterests.HowtonarrowyouraudiencebyinterestsinFacebookAudienceInsightsInterestsareahugepartoffindinggoldminesinyouraudienceinsights.Facebook'salgorithmattributesintereststousersbasedontheirrealactivityandbehaviors,suchasthepagestheylike,thecontenttheyengagewith,andtheadstheyclickon.ConnectionsAlthoughyouselectedyourseedaudienceuponloadingAudienceInsights,youcanmodifyitunder"Connections"ifyouwish.You'reabletoselecttheindividualpageifyouhavemultipleandyoucanalsoexcludeanotheroneofyourpages.HowtonarrowyouraudiencebyconnectionsinFacebookAudienceInsights Maximizeyouraudiences'potential UseRevealbot,themostadvancedFacebookadautomationplatform,toachieveyourbestpossibleROAS Signupfree ✓14-dayfreetrial✓Nocreditcardrequired✓Cancelanytime AdvancedFacebookAudienceInsightsfiltersByclicking"Advanced"atthebottomofthefiltersidebar,you'lluncoverseveraladvancedfilterstonarrowdownyouraudienceforanalysis.AdvancedfiltersavailabletonarrowyouraudienceinFacebookAudienceInsightsIwon'tgothrougheachoneindividuallyasyou'renotlikelytousemostofthem.Themostfrequentlyusedare"RelationshipStatus,""Jobtitles"(especiallyforB2B),"Parents,"and"LifeEvents."Dependingonyourproduct/servicethesefilterscouldactuallybestaplesofyourtargetingformostofyouradvertisingonFacebook.Ifnot,youcouldstillusethesefilterstocreativemessagingonyouradsthatcanstillrelatetoyourproduct/service.Afterusingthebasicandadvancedfilterstocreateanaudience,it'stimetolearnhowtoanalyzeitandgetinsights!HowtoanalyzeFacebookAudienceInsightsTomakethingssimple,we’llpicksoftwareasaninterestandseewhichdatawe’llbeabletouncover.Keepinmindthisisanexampleofaverygenericparametersoyoumaywanttorefineityouractualuse.LookingtowardsthetopofFacebook'sAudienceInsighttool,you'llseefourtabs:Demographics,PageLikes,Location,andActivity.We'llstartwithdemographics.Ifyouapplytoomanylayersandhavefewerthan1,000peopleintheseedaudience,Facebookmayfailtoshowanydata.Ontheotherhand,broadeningtheaudience(likewedidasanexample)mayleadtoirrelevantsuggestions.Allinall,keepyourseedbalancedforbestresults.DemographicsSelect"Demographics"tobeginanalyzingFacebookAudienceInsightsTheDemographicstabencompassesdataonage,gender,relationships,education,andjobtitles.Inourcase,overhalfofFacebookuserswhoshowedinterestinsoftwarearecurrentlymarriedandhaveacollegedegree.Thedarkerbluebarsrepresentyourselectedaudience.ThelightgreybarsbehindthedarkerbluerepresenttheglobalFacebookaudiencesoyoucanseewhereyouraudienceoverorunderindexescomparedtoallusers.YoucanalsoseethetypesofjobspeoplehaveinyouraudienceThislistissortedindescendingorderofhowmuchyourselectedaudienceoverindexescomparedtoallFacebookusers.Itisnotbydefaultsortedbymostpopularjobtitles,whichiswhyseeing"Farming,FishingandForestry"atthetopisconfusingatfirst.Ifyouclickonthe"SelectedAudience"columnheader,youcansortbymostpopularjobtitles.PagelikesOneofthemoreinterestingthingstolookatinFacebookAudienceInsightsisthePageLikestab.Itshowsyouthemostrelevantpagesandcategoriesofpagesbasedonpageslikedbyyourselectedaudience.YoucanseethemostrelevantpagesamongyourselectedaudienceUndertheAffinitycolumn,Facebooktellus"howlikelyyouraudienceistolikeagivenpagecomparedtoeveryoneonFacebook.”Insmalleraudiences,thisdatawillbemoreusefulandI'llshowyouafewwaysyoucanusetheseinsightsforFacebookcampaignideasbelow.TheotherkeymetrichereisRelevance.FacebookdefinesRelevanceas“thePagesthatarethemostlikelytoberelevanttoyouraudiencesbasedonaffinity,Pagesize,andthenumberofpeopleinyouraudiencewhoalreadylikethatPage.”It’sworthmentioningthatnoteveryinterestfromthislistisavailablefortargeting.Tocheckwhetherit’seligible,putitintotheInterestsfieldinthesidebar.Ifit’snotfound,youwon’tbeabletotargetthisinterest.LocationWithintheLocationtab,yougetanoverviewoftopcities,countries,andlanguagesforyourselectedaudience.SincewelimitedthelocationtotheUSonly,thereisn'tmuchusefuldataforushere.Nosurprisesinthelanguagezoneeither:91%USEnglishand6%Spanish.LocationandlanguagedatainFacebookAudienceInsightsActivityThe"Activity"tabgivesusinsightsintousers’activityandbehaviorsinourselectedaudience.Thesearedisplayedintwosections:FrequencyofActivitiesandDeviceUsers.FrequencyofActivitiesrevealsaveragecommentsmade,postsliked,postsshared,promotionsredeemed,andadsclickedinthelast30days.Inoursoftwareaudience,peoplehaveliked23postsandclicked29adsinthepast30days,whichisahealthyamountofactivity.FrequencyofActivitiesletsyouknowhowactiveyouraudienceisonFacebookDeviceUsersmaybecrucialtoknowforyourtargeting,evenmoresowithweb-basedproductsorservices.Italsoincludestwooptions:"AllDevicesUsed"and"PrimaryDevice"soyoucanseewhichdevicetheyuseFacebookmoston.Becauseyoucansplityourtargetaudiencewhenmakingadsbymobile,desktop,andplatform,thiscouldbeinsightfulforplanningyournextcampaign.DeviceUserstellyouhowyouraudienceusesFacebookInouraudienceinterestedinsoftware,itwillbeveryimportanttomakeadsoptimizedformobileforbothiOSandAndroid.Notonlywouldweneedtotakethisintoconsiderationforouradcreatives,butalsothelandingpagesifthecampaignrequiresit. TryRevealbot'sautomationplatform Testallyouraudiencesquicklyandautommaticallytofindnewopportunitiesfast Signupfree ✓14-dayfreetrial✓Nocreditcardrequired✓Cancelanytime HowtosaveaudiencesinFacebookAudienceInsightsYoucansaveyouraudienceswithfiltersforfuturereferenceandforuseasaudiencesinadsetsdirectlyfromFacebookAudienceInsights.Tosaveyourcurrentaudience,clickonSaveinthetopbarinsideFacebookAudienceInsights,chooseanameforyouraudience,andconfirm.HowtosaveaudiencesinFacebookAudienceInsightsIfyoumakeeditstoanaudiencethatyou'vealreadysaved,clickSaveAsundertheMoredropdownmenutosavethisaudienceasanewaudiencewithoutoverwritingtheoriginal.HowtoopenanaudienceinFacebookAudienceInsightsToopenapreviouslysavedaudience,clickOpeninthetopbarinsideFacebookAudienceInsights,andchoosefromoneofyoursavedaudiencestoopen.Youcanopenanaudiencetoanalyzeormakeaneditandsaveitagain.HowtouseasavedaudiencesfromFacebookAudienceInsightsinanadcampaignYoucanusethecurrentaudienceyouhaveopeninFacebookAudienceInsightsasanaudienceforanadsetbyclickingthegreenbuttonatthetoprightthatsaysCreateAd.TheFacebookAdsManagerwillopenthecampaigncreator.Youcancreateanewcampaignhereoruseanexistingcampaign.Onceyouconfigurethecampaignsettingsandmovetotheadset,FacebookwillautomaticallypopulateyoursavedaudiencefromFacebookAudienceInsightsastheaudiencefortheadset.Fromhere,youcancreatetherestofyouradsetandads,butremember,onceyougolive,nochangesintheaudienceconfigurationarepossible.5WaystouseFacebookAudienceInsights1.ImprovetheprofileofyourbuyerpersonasBuyerpersonasarerepresentationsoftheidealpersonayourcustomerisandhopestobecome.WithdatafromFacebookAudienceInsights,youcansupplementyourcurrentbuyerpersonaswithdemographicandinterestdata.Withimprovedbuyerpersonas,notonlywillyouroverallmessagingandapproachesworkbetteronFacebookads,buttheycanalsobeappliedtomarketingmessagingacrossallyourchannels.It'sanessentialitemtoyourdigitaladlaunchchecklistthatshouldn'tbeoverlooked. 2.UseintereststhepeopleconnectedtoyourpagehaveasnewcoldaudiencesforFacebookadsAfteryouloadoropentheaudienceofpeopleconnectedtoyourpage,gobacktothePageLikestab.Thereyou’llseethetoppageyourconnectionshaveanaffinitytowards.Whatyou'relookingforhereisotherbrandsthatyourconnectionslikethatyoucantieinsomewaytoyourcontentandads.Let'stakeaB2BexampleandtheaccountI'mworkingonisanemailmarketingSaaStool.Here'safewideas:IcanpickoutbrandsherethatImaybeabletopartnerwithforcontent(e.g.interviews)touseinadstowarmupcoldaudiencesandretargetlaterIcanseeiftherearebrandsinsimilarfieldsthathaveaselectableinterestfortargeting(e.g.Businessandindustry>Online>Webdesign)IcangotoeachoftheirFacebookpages,lookatwhatadsthey'rerunning,andfindinspirationforadanglesandapproachesIcanadoptformyaccount3.SegmentdemographicdataintoseparateaudiencesIntheDemographicstab,againyoucanseetheproportionofgender,age,relationshipstatus,educationlevel,andjobtitle.Whatstandsoutheretoyou?Isthereaparticularagegroupthatstandsout?Gender?Jobtitle?Whatyoucandoispickoutsomeofthelargestsegmentsandusethosesegmentsasuniqueaudienceswithcustomadcreativeandmessagingthatspeaksbettertothataudiencesegment.Intheory,thiscouldcreateadsthatresonatemorewithyouraudience,couldachieveahigherrelevancy/engagementscore,andgenerateahigherROAS.Youcouldrunthesetestswithalowbudget,usefacebookadautomationtohelpcontrolcosts,orpostthemasanorganicpostonyourpageandseehowtheydocomparedtoyournormalposts.4.SegmentlocationdataintoseparateaudiencesAnothergroupofaudiencesegmentsyoucancreateisbasedonlocation.Aretherecertainlocationsthatstandoutamongtherest?Youcantakeyourlargestlocations,whethertheyarecities(ifyouraudienceisbigenough),states,orsmallcountries,andcreateseparateaudiencesforthem.Thenyoucancreatetailormadeadsforthosestandoutlocations.Byreferencingyouraudiences'cityintheadcopyorcreative,youradscanstandoutinthenewsfeed.5.Optimizeadcampaignsbasedonyouraudiences'deviceusageIntheActivitytab,youcanseewhattypeofdeviceyouraudienceisusingtoaccessFacebook.ThenmakesureyouselectPrimaryDevices.Youwillmostlikelyseemuchmoreusersonmobile(iPhone/iPod,Android,andMobileWeb)thanComputer(desktop).Ifyou'rerunningadstoyourwebsite,it'scrucialthatyourwebsiteisfastanddesignedwellforuseandconversionsonmobiledevices.Itmaybenecessarytosegmentmobileusersinanaudienceandmakeaseparatelandingpagejustforthemtoimproveyourconversionrate.HowtoquicklycreateadsetsfromyoursavedaudiencesLikeImentionedbefore,youcancreateaFacebookcampaignandadsetfromthecurrentaudienceyouhaveopeninFacebookAudienceInsights.Ifyouhavealotofsavedaudiencesyouwanttomakeadsetsfor,you'dhavetodoitonebyone.Ifyouwantafasterway,ourFacebookadtool,Revealbot,canhelpyoudothismuchfaster.RevealbotisaFacebookadautomationtoolanditcanhelpyousavetimeandeffortwhenrunningFacebookcampaigns.Oneofourfeaturesrelevanttotoday'stopicisBulkCreation,whichletsyouquicklycreatelotsofcampaignsandadsets.Andwhencreatingthoseadsetsatbulk,youcansimplychoosetheaudiencesyousavedinFacebookAudienceInsights.Here'show:InRevealbot,chooseBulkCreationandconfigureyourcampaignandbudgetsettings.OntheTargetingstepoftheBulkCreationworkflow,you'llthenseeallyoursavedaudiencesfromFacebookAudienceInsightsinsideRevealbot.HowtobulkcreateFacebookadcampaignswithSavedAudiencesinRevealbotDuringthisstep,youcansimplycheckeachaudienceyouwanttocreateanadsetforinoneswiftaction.Ontopofthat,youcanspliteachaudienceforfurthersegmentationbasedoninterests,demographics,locations,andmore-allautomatically.Forexample,ifyouhaveasavedaudienceofpeopleinterestedinWebDesign,youcansplitthatsavedaudiencebythetoplocationsalldoneforyou.YoucancreateseveralvariationsofyoursavedaudienceautomaticallywithRevealbotWanttolearnmoreaboutautomatingFacebookads?CheckoutourFacebookadautomationguide.HowtoincludeAudienceInsightsintoyourroutineKeepinmindthatwhileproductsdon’tchangeovernight,youneedtokeepaneyeoutfornewrefinedsegmentsandtailoryourcustomerpersonastotherealpicture.Audiencesdoevolve,andsodoesproductperception.Becauseofthis,FacebookAudienceInsightsisnotmerelyatooltohelpwithadtargetingbutapowerfulanalyticstooltoverifyyourhypotheses.Alwaysplanandcheckinsightsbeforeyoucreateanewcampaignandmakethisapartofyourstandardworkflow.IwouldsaytolookatAudienceInsightseverytwoweeks,playwithfilters,andyoumayfindsomenewopportunities. 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