Here’s a simple approach to find more customers for your digital product using the Facebook™ Ads features.
Step 1) Understand The Different Ways You Can Reach Potential Customers On Facebook™ …
There are three main types of audiences you can target on Facebook.
Note: Typically the word audience is used when referring to the "audience" you are serving with your digital products and business. However, in this context we will be using the term audience as a way to indicate a group of people you will be reaching on Facebook.
Saved Audiences: A Saved Audience is a combination of different targeting options (demographics, interests, & behaviors) into one audience for easy use in future ad campaigns. This type of audience is great for digital product creators who are starting from scratch with no pre-existing lists or data to use to create custom or lookalike audiences.
Custom Audiences: These are groups of people that have already indicated in some way that they are interested in your business or product. They may have done this by visiting your website, engaging with any of your posts on your Fan Page, watching any of your videos on your Fan Page, or even by interacting with your mobile app (if you have one). This is perfect for people who are already getting visitors to their website or are seeing activity & engagement on their fan page posts.
Lookalike Audiences: This is when Facebook™ creates a new audience of people who are similar to the people in one of your existing custom audiences or behavior of your choosing (i.e. your customer list, liking a page, engaging with your posts or videos, etc).
For example, if you had a custom audience of your website visitors, you could have Facebook™ create a Lookalike Audience of people who are similar to your website visitors.
This is useful for people who already have pre-existing custom audiences or who have data they can use to create custom audiences with (which can then be used to create a Lookalike Audience).
For the purpose of reaching new people who may be interested in purchasing your digital product, and assuming you don’t have any pre-existing custom audiences to create Lookalike audiences with, we will focus on “Saved audiences”.
You have multiple targeting options within a Saved Audience.
The main ones being…
1) Location: Target worldwide, by country, state, city, zip code, or even a 1-50 mile radius of a particular set of coordinates.
2) Age: Select your desired age range.
3) Gender: Select one or all genders.
4) Languages: Select a language or leave blank to reach everyone within the location, age, and gender selections you chose.
5) Demographics*: With this option you can reach people based on education, employment, household and lifestyle details.
6) Interests*: Here you can reach people based on their interests, activities, pages they’ve liked, and any other related topics.
7) Behaviors*: This option allows you to reach people based on purchase behaviors or purchase intentions, device usage, and other options.
*You may see different demographic, interest, and behavior options depending on which country you are in.
To see what options are available to you, you can…
– Go to your Business Manager Account
– Click on the “menu icon” (the square made up of dots) at the top left hand side of the page
– Select “Audiences”
– Click on blue button that says “Create Audience”
– Select “Saved Audience”
You’ll then see something like this…
Click “browse” underneath and to the right of the heading “Detailed Targeting”.
You’ll then see 3 options. Demographics, interests, and behaviors.
Click on each one and you’ll see a dropdown of more options underneath each option.
Go through each one and get familiar with what options exist and start thinking about ways you could use these options to reach people who would be likely to purchase your digital product.
Step 2) How To Identify Interests That May Help You Reach New People Likely To Purchase Your Digital Product
In this section you are going to identify possible interests to help you reach new people likely to purchase your digital product.
If you have existing customers:
- Go to your shopping cart or anywhere you have a list of your customer’s email addresses.
- Copy an email address and paste it in the search bar on Facebook in an attempt to find their Facebook profile.
- If you can’t find them via their email address you might type their name and then apply filters to narrow your search to a specific city (if you have that customer’s address).
- If you have a customer Facebook group then most of the “detective” work of finding their Facebook profile has already been done.
- Now that you’re on their profile (works best on Desktop), look under their name and click on the menu item titled “More”. Then select “Likes”. This will show you a list of pages that they like.
- Read through the pages and see what they are interested in.
- Keep in mind that this is just giving you a “gist” of what they are interested in because just because they like a page does not necessarily mean they are interested in that topic, it could be that they’re liking it to support someone they know or a cause they care about. However, as you go through the list of pages they like you will start to see patterns of things they are more strongly interested in vs moderately interested.
- Make note of the pages you find (I’ll show you how to do this) and then move on to the next profile and then the next.
If you’re starting from scratch and don’t have any customers:
- Find Facebook groups related to the topic or problem your digital product solves.
- Join the group and then click on the “Members” list to see who is in the group.
- Repeat the same process from above on several of their profiles until you’ve made note of several different interests under various categories (see which ones below)
How To Record Your Findings So That You Can More Easily Create Saved Audiences Later…
Pull up a Google Doc or Spreadsheet.
In a Google Doc you can create the following categories as headings with space in between to add the interests you find.
Or in a Google Spreadsheet you can create add the categories into separate columns in “Row 1”. Like so…
These categories are by no means comprehensive and there could be some categories that are only relevant to your audience and some general categories that are not as relevant to your audience. Either way, this category list should give you a good starting point for your research.
- Products or Businesses
- TV Channels or Shows
- Public figures, authority figures, celebrities
- Any other category related to your topic you feel would be good to make note of
As you are going through each of the profiles of your customers or potential customers, see what they are interested in that is related to the topic or problem you are solving with your digital product and jot down the name of the pages they are interested in under their corresponding categories.
I like to do this for at least 25-50 profiles to start seeing some clear patterns. You’ll start to notice that there are some common interests shared by your customers or potential customers and you’ll want to make note of the interests you see show up the most.
Step 3) Create 4 “Saved Audiences” Using The Interests Targets You Discovered
Select the 4 categories that you feel are the most relevant to the topic or problem your digital product solves and create a saved audience for each category.
In general, I tend to start with the following 4 categories…
Saved Audience 1: Products or Business (related to your topic or problem you solve)
If they’ve bought something similar then it’s highly likely they’ll buy your digital product if they still have the problem they are looking to solve.
Saved Audience 2: Websites (related to your topic or problem you solve)
If they visit sites about the topic of your digital product then it’s likely that they’ll be interested in buying your digital product.
Saved Audience 3: Magazines (related to your topic or problem you solve)
If they’re subscribed or at least interested in the content of a particular magazine about the topic your digital product is about then it’s possible that they would also be interested in your digital product.
Saved Audience 4: Public Figures, authority figures, celebrities (ones that are famous/relevant to your audience specifically in relation to the topic or problem you solve with your digital product, not famous in general)
This is less indicative of whether or not they’ll be interested in buying your product but there will be a segment of people who follow these public figures, authority figures, and celebrities that would be interested in buying your digital product.
To create a Saved Audience…
- Go to your Business Manager Account
- Click on the “menu icon” (the square made up of dots) at the top left hand side of the page
- Select “Audiences”
- Click on blue button that says “Create Audience”
- Select “Saved Audience”
- Select your Location. I tend to go with the country you are in or wanting to target.
- Select your Age: To start I leave it at 18-65+
- Select the Gender you want to reach. I tend to leave it as “All” unless you are wanting to reach one specific gender only.
- Select the language. I just leave this blank unless I’m wanting to reach a specific language only. In the US for example I can leave it blank because I know most people will speak or understand English.
- Under the “Detailed Targeting” section, start typing the names of the pages you found for Category 1 (in this case Products & Businesses). Some pages will show up, some won’t.
- As a ‘rule of thumb’ but not a ‘law’ I tend to create saved audiences that are between 1-2M+ in size. You can see the audience size at the top right hand side.
- Once you are happy with the first Saved Audience, give it a name, for example… “Product & Business Interests”
- Then click on “Create Saved Audience”
- Repeat the process until you’ve created 4 “Saved Audiences” for the 4 interest categories you chose.
Step 4) Use The 1 x 4 x 4 Strategy To Structure Your First Ad Campaign
Facebook advertising is organized into 3 levels.
Campaigns: A campaign is a collection of “ad sets” and with their “Campaign Budget Optimization” feature you can now set your daily budget at the campaign level and Facebook will distribute that budget across the different ad sets depending on which ones it thinks will convert best that day.
Ad Sets: An Ad Set is a collection of individual “ads”. You determine which audience you are targeting at the ad set level.
Ads: This is the individual ad that your audience will see.
From a big picture perspective, the 1x4x4 strategy is…
1 Campaign x 4 Ad Sets x 4 Ads per Ad Set
1 campaign – This campaign will house your 4 ad sets. This is where you’ll set your daily budget.
4 ad sets – each ad set will target one “saved audience” you created previously.
Ad Set 1 – Saved Audience 1
Ad Set 2 – Saved Audience 2
Ad Set 3 – Saved Audience 3
Ad Set 4 – Saved Audience 4
4 ads per ad set – You are going to create 4 ads total. Then you are going to set up those 4 ads in each of the 4 ad sets.
Step 5) Set Your Daily Budget & Launch The Campaign
I like to start with anywhere between $30 to $100/day per campaign. This is usually enough to start getting some daily traffic and you can start to see which “Saved Audiences” and which individual ads are working and which ones are not.
The bigger the daily budget you are able to afford, the faster you are able to get initial feedback on whether or not your campaign will work.
The smaller the daily budget the slower you’ll get initial results.
Milestone #1 – Your first milestone is to get 100-300 visitors to your website. This will be enough visitors to see if your digital product offer will convert and at what rate it converts. If you’re tracking is setup correctly, you will also be able to see which specific saved audiences and which individual ads drove the sales.
Milestone #2 – Your second milestone is to get 300-1,000 visitors to get a better average of how well your digital product offer will convert to the “Saved Audiences” you’ve created with the specific combination of “Ads” you’ve created.
So if you are spending $100/day you will get to and past these milestones faster than if you are spending $30/day.
Plan to run your campaigns for at least 7 days but ideally 14 days at a time.
So if your budget allows for $100 x 7 or $100 x 14 then do that.
If you can only afford $30 x 7 or $30 x 14, that is ok too.
Can you spend more than $100/day initially? Yes, you can. But I like to start with a small budget to find which ads work first before I scale up.
Can you spend less than $30/day initially? Yes, you can. However, just be prepared to wait a lot longer to get results.
Once you’ve run the ads for a few days you can re-allocate the budget towards what’s working and pause or turn off anything that’s not working.
Step 6) Monitor Your Ad Results To Continue To Get New Customers At A Cost You Are Ok With…
Familiarize: Check your dashboard (and your ad comments) on a daily basis to get familiar with the ebb and flow of activity around your ad(s).
For example, do you tend to get the majority of your sales at any given point of the day? Do you get sales from mainly men or women?
Which ad message is converting into sales better than others?
Which ad message is getting lots of clicks but no sales?
Which ad message is getting a low amount of clicks and no sales?
Analyze: Every 3 days look at your dashboard and see which ad sets (audiences) are performing the best and see which of the 4 individual ads are performing the best.
Adjust: After about 7 days, you can turn off any ads or ad sets that are not making sales. This way the budget set at the campaign level will now be spread across the remaining ad sets and ads that are working.
If none of your ads are making sales, then you’ll want to make sure you first learn how to write a good ad and test several different variations across your 4 ad sets.
If after awhile you are still not able to make sales then you’ll want to test new audiences (different interests) as well.
If you are getting lots of clicks and activity from your ads but are not making any sales then you’ll want to pause your ads and learn how to convert your visitors into customers by writing a better landing page for your digital product before starting again.
Goal: Your goal is to get to your first 100-300 purchase conversions.
From here you can create a Lookalike audience based off of those 100-300 purchase conversions and see even better results with your ads!
P.S. Here’s something I’m working on that might be helpful to you…
Don’t know how to write a good ad?
When I need to make sales of my digital product, this is the ad I use…
Check it out –>