August 11, 2018

How to Use Facebook Ads Audience Insights [+Infographic]

Where to find and how to analyze Facebook insights
Facebook ad audience interests are found with the help of the Facebook tool called "Audience Insights". It's used to make an audience analysis you're selecting, as well as finding a relevant audience. I'll show two ways how to use Facebook ads audience insights to get the most from your Shopify Facebook ads.

Bonuses: Find below 6 audience insights tips and infographic of Facebook ad targeting interests and behaviors.

Variant 1 - Facebook Ads Audience Insights

Why use Facebook audience insights tool? It provides insights you won't see as suggested when you create a new Facebook ad campaign. However, you're able to input them in "Detailed targeting".

Step 1 - Where are insights on Facebook? go to Facebook Business Manager > select Audience Insights tool. Choose "Everyone on Facebook" there as your first step:
Step 2 - One broad interest

Don't change anything here (saying about location, age and, gender), go to the "Interests" directly, as first, we need to get the idea of the whole audience segmentation and proportions.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
So, insert a broad interest of your niche, for instance, hunting in the "Interests" section and see what we have. On the very top Facebook shows you the estimated number of people related to the interest we just selected.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 3 - Demographics

Look at the boards on the right under "Demographics" tab. Here what we see now. Scroll down to see Age and gender, Relationship status and Education level.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 4 - Page Likes

Then click on "Page Likes". This tab is much more important. The point is that we're going to use Facebook Audience Insights to get the ideas for targeting. Look at Top categories and page likes here.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 5 - A list

The clickable names on the right are the Facebook pages, so you may click on them to get to the pages. Look through the pages offered and check which of them are relevant for you. We may target followers on these pages. Make a list with relevant pages.

You may select "hunting" as an audience interest too in Detailed targeting but it's too broad and relevant pages narrow our specific audience.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 6 - Scroll down to "Page likes" and pay attention to "Affinity". Here you learn how likely the audience you selected is to like a given page compared to every Facebook user.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
So, look through these pages to check relevancy and add to your list when required.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 7 - Remove "hunting". Then copy one relevant name and paste it into "Interest", if Facebook has it in the interests list. See how the number of estimated audience decreased and how the situation in the "Page Likes" tab changed:
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Step 8 - Again, we look through the pages offered on the right and add relevant ones to our list.
About Broad Targeting
Why a broad classification of audience targeting is usually not appropriate for Facebook targeting at the beginning? When you interact (like, share or comment) with posts related to some topic like hunting but you're not interested in this topic much (for instance, you liked images of your friends or relatives hunting), the Facebook algorithm gets a signal that you have interest in it. However, in the end, you may not be a passionate fan about it at all.

This is the reason you as an online store owner should specify your audience to address your ad message to relevant people only. You may not know exactly who your customer is, you may only guess about their interests, age, gender, location and so on. Facebook insights tool help you with this.

There are 2 negative reasons to use a broad classification of audience targeting:
  1. A number of potential reach is too big.
  2. Your cost per action will be high.

Variant 2 - Google and Facebook Audience Insights

Google is a great source for searching audience interests. The categories of interest you should search for are the following:
  1. Magazine
  2. Association
  3. Union
  4. Federation
  5. Foundation
  6. Website
  7. Society
  8. Club
  9. Blog
  10. Forum
  11. Newsletter
  12. Celebrity
13. Event
14. Competition
15. Tournament
16. Festival
17. Conference
18. Brands
19. Journal
20. Reviews
21. Community
22. TV show
23. Book
24. Author
Go to Google and search for instance "hunting magazines".
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Look through the results, write down relevant variants. Then go to Facebook Audience Insights to check a number of monthly active user and Page Likes offered.
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
Repeat this with all the points below magazine.
6 Audience Insights Tips to Improve Targeting
What is the best audience you may find via Facebook Audience Insights tool?

  1. When you input a page name into "Interest" and 85%-100% of the listed pages on the right are relevant, these pages are what we need.
  2. Potential audience reach is 50K-300K.
  3. The higher the Affinity score the better.
  4. Super unique targeting is the best. Dropshipping store owners frequently use popular targeting, for instance, dog, cat, fishing, hunting, etc. When you use rear targeting, you have less competition and responsive audience. As a rule, the less competition you have, the less your CPM is (CPM is how much you pay for 1000 views of your ad). On the other hand, this strategy requires time and patience.
  5. Include these two interests: "Engaged shoppers" from Purchase behavior, "Online shipping" from Shopping.
  6. Exclude these two interests: "AliExpress" from Additional interests, "Facebook page admins" from Digital activities. In this case, you won't show your ads to people who already know about cheap products from China as well as other dropshipping store owners who have their own Facebook pages.
Facebook Ad Targeting Guide with Interests and Behaviors
How to Use Facebook Ads Audience Insights? - Dropwow dropshipping
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Content Creator at Dropwow
Gulnur Ismailova
Content Creator at Dropwow