Have you ever watched Bruce Lee use nun-chucks?
It's a beautiful display of deadly awareness and honed skill, which he makes look deceitfully easy...
The world of Facebook Ads is a metaphorical nun-chuck: a powerful tool for your online business...if you know how to wield it.
Facebook Retargeting is a potent ad strategy and it can ramp up your sales and take your online business to the next level...if and only if you have enough traffic to build a retargeting audience from in the first place.
I can already hear you groaning in frustration at the mention of having to generate traffic to your website.
Don't worry, what I'm going to show you is a cheat code to get around this frustration (and many others).
Today, you'll discover how to generate extremely relevant cold traffic to your website using the Facebook platform itself.
When you have extremely relevant cold traffic seeing your ads, you will:
- Spend less money in Facebook
- Have more conversions on your website
- Generate relevant traffic (warm leads) to build a retargeting audience later
To show you anybody can do this from scratch, I will take an area I know nothing about and use a few tricks within Facebook to learn everything I need to develop an extremely relevant custom audience I could then use to level up my online business.
Your Facebook Targeting MUST Be Focused - Here’s Why
Unlike other advertising platforms like Google Adwords, where ads are based on keywords people actively search for, Facebook targets ads based on demographics.
This means you’re showing ads to people who aren’t necessarily looking for a solution to a particular problem. That’s why showing relevant ads to a relevant audience is essential to a successful ad campaign.
To show you how you can do this for your own industry, I'm going to pick a random topic I’ve never done research on—woodworking—and take you through the process step-by-step.
Building a Focused Audience From Scratch
Normally, to really understand what your potential customers’ interests are you need to do a lot of time consuming research to create an accurate buyer profile.
This involves things like: lots of brainstorming, customer calls, support calls, live chats, surveys, social media conversations, etc.
These are extremely valuable activities to do, but we're going to shortcut our way past all that for right now, if you don't mind...
Step 1 - You Gotta Start Somewhere
Most of you will already have a general idea of your competition and the relevant Facebook pages in your industry. But, since I know nothing about woodworking, I will be starting with the Facebook search bar to help me find a relevant page to begin.
In the Facebook search bar I simply put “woodworking” and hit search.
After results are loaded, I make sure to select “pages” at the top and then note down some relevant and popular pages (pages with > 100,000 Likes).
In this case I note down “Woodworking Enthusiasts” and “Woodworking for Mere Mortals.”
Step 2 - Find Other Relevant Pages
Now, after going to go to the “Woodworking Enthusiasts” page I want to find their unique Facebook Page ID. To do this, I right click on the page and hit “View Page Source.”
A new page will open with lots of code. Hit “Ctrl+F” (“Cmd+F” for the Mac users) and in the search bar type “page_id:”.
The Facebook Page ID will be the number following. Copy this number.
Facebook has updated, so now you need to search for "page_id:" instead of "profile_id=" to get the right number.
Now, you’re going to use: https://www.facebook.com/pages/?frompageid=ID and paste the number you just found for “ID” in the URL above.
For “Woodworking Enthusiasts” the URL becomes: https://www.facebook.com/pages/?frompageid=254934824680430
This will give you pages similar to “Woodworking Enthusiasts” like you see above.
Again, note down relevant and popular pages and then pick a new page and do this process a few times to build a list of relevant and popular pages in your niche.
After going through this process a few times, here’s the list of pages I’ve found:
- Woodworking Enthusiasts
- Woodworking for Mere Mortals
- The Family Handyman
- Daily Craftsman
- The Wood Whisperer
- Bob Vila
- WoodWorkers Guild of America
- The Outdoor Option
Step 3 - Learn More To Create An Ultra Focused Audience
Now it’s time to really dial in on an audience by using Facebook’s Audience Insights Tool, found here.
The first step is to enter the pages you found in step two into the Interests section of the tool.
After inputting the interests, I get an audience size of 3-3.5 million people, which is still too large. So I’m going to use some of the information the tool provides to narrow down the audience even further.
First, I’m going to look in the Demographics tab and see what I can find.
The tool will compare the audience you’ve input with the rest of Facebook, which you can use to learn about the type of people in your industry.
For example, looking at relationship status: 52% of the people who like the woodworking pages I input are married, when you look at ALL of Facebook, only 17% of people identify as married (a difference of 35%, seen in green).
Now compare this with the single column: 26% of the people who like the woodworking pages I input are single, when you look at ALL of Facebook, 59% of people identify as single (a difference of 33%, seen in red).
It seems people interested in woodworking tend to be married. Noted.
You can do this type of analysis on the other sections found in Demographics. I’ve boxed what I found interesting for the woodworking industry above.
Next, I move on to the Page Likes section. Facebook will show (and categorize) you even more pages resonating with the audience you’ve input.
Many of these will be similar pages you found using the related pages technique discussed in step two. But sometimes you’ll find pages you missed in areas you didn’t think about.
I’ve highlighted some other pages that could be added to your targeting above. If anything, these will give you more insight into what your audience is interested in for more targeting later on.
Finally, I’ll look at the location section to see where the majority of these people are living to get a good idea on what locations to start my targeting with.
Step 4 - Create Your Highly Targeted Audience
Putting it all together, I’ve used the Insights tool to learn the following and can add it to my targeting arsenal:
- Age and Gender — Male and Female 35-54
- Relationship — Married
- Job Title — Veterans; Cleaning and Maintenance; Military; Farming, Fishing and Forestry; Installation and Repair; Government Employees; Construction and Extraction
- Location — Ireland, USA, Thailand, Canada
I can put these new parameters into the Audience Insights tool to reduce the audience size from the 3.5 million we started with down to 80k-90k.
If you’ve performed all of the steps you now have an extremely relevant and highly targeted audience for your industry.
You can now save this audience (at the top of the audience insights page there is an option to save) so you don’t have to input all of these parameters again in the Facebook Ad Manager when you’re ready to create/publish your ads.
This is Where The Opportunities Start to Get VERY Interesting...
Once you have some ads ready, you can apply this technique immediately to start sending relevant traffic to your website and start leveling up your online business.
Not only are you sending relevant cold traffic to your website—meaning more conversions—you're also creating massive opportunity for your business down the line when it comes to Facebook ads!
Check this out:
Option 1: Continue To Hone In On Your Target Audience
There’s two ways to do this:
- Rinse & Repeat — Create a new audience using different pages and parameters found using this technique or from the results from this first ad campaign.
- Create A Lookalike Audience — Use Facebook to create a Lookalike audience from all the new traffic to your website. Once you have the Lookalike audience created, you can use the information you already know about your target audience (demographics, jobs, locations, etc.) to selectively target the lookalike audience even further.
Option 2: Start A Retargeting Campaign
Not everyone who visits your site is going to convert. So you can create a retargeting campaign to serve ads to the visitors who didn’t signup/buy. It’s an extremely effective strategy and you can learn more about how to do it effectively from this post.
Now, go be Bruce Lee with your new Facebook nun-chucks!
If you have questions leave them in the comments below and if you have successfully tried this technique, leave those stories in the comments as well!