Using Facebook Insights

Here’s a short video I recorded on how to use Facebook Insights to do some research BEFORE you start advertising in a particular niche. It will give you some great demographic data straight off the bat to help you fine tune the targeting of your Facebook Ads.

Transcript Of Video

Okay, just wanted to record a short video how I get a load of information whenever I’m setting up new Facebook campaigns about the audience I’m trying to target, and I use this, the Facebook ads manager, and all I go to on the left-hand side is my Audience Insights. And you can have a real good play around in it and get some great information for your future campaigns. I’m just going to show you a little bit of what you can do.

So you can target anyone on Facebook, you can target people, connect it to your page. If you go to Page and you can sort of find out more about what’s there, what they like. Or if you go to custom audience, again, you can find some information. So for this particular example, I’m just going to use everyone on Facebook. And we’re just going to pick a few sort of random ideas just to show how you can get some ideas for yourself.

So if I wanted to use the United States… Let me just get rid of that. I’m just going to use United Kingdom. If you’re using Custom Audience, this is where you’d load your custom audience. But we’re just going to do location, United Kingdom. And I’m going to look at, let’s say, small business. A pretty broad category. And if you see here now, we get some interesting information about our target audience. We can find that it’s conveniently spread between men and women. It really starts to kick in at 25, really, the targeted and peaks at 54. So you get in roughly 3/4 of the targeting within that time span. So again, if you’re targeting on Facebook, I would look at targeting 25- to 54-year-old people to get the sort of main thrust of your advertising in front of the right people.

Again, if you wanted to break this down, if you wanted to look at sort of men in particular, you could target, if you just wanted to target men for a particular niche, you know, dig in a little bit deeper. If you wanted to go into… Let’s have a look at federation of small business, again, you could see here, we’ve been targeting men here in this particular example. You can see, again, that it follows a similar sort of path, you know, a lot of people in the 25 to 54 year old. So again, that gives us some great information in terms of targeting.

So let’s just have a look now at Connections. Scroll down the page now. We could look at, you know, what the particular relationship statuses. 48% of people are married. So again, we could target particularly married people if we wanted to sort of really hone in on that. 70% are high school or above educated. So again if you wanted to target this by education. We got here job titles as well, which I don’t particularly read too much in on this situation. If we were targeting the U.S. demographic data, we could use a bit more information which is provided for U.S.

So let’s just have another look at something else. We should get rid of these targeted… Let’s have a look, for example, if we wanted to do the good old favorite, dog-training. Put that in. This time, let’s put the United States in. We can see now if I’m going to put it, I’m going to choose basically the male and female. So again, you can see here now that with the women, we’ve got a much stronger in favor of women being interested in this particular topic of dog training. So again, 85% of people for dog training are women. And again, you can see the age span here. They go from mainly 25 up to 65. And if you were targeting men, you have the two big categories of this age.

So again, you know, we could be very targeted and we’re not waste our ad spend on people who are not particularly interested in our market share. And again here with the American data, we get the sort of lifestyle. And Facebook gives different definitions and they’re calling all these sort of weird and wonderful names of, you know, what they call them. And again here, you can see that 57% are married, again, you know, high school education, a sort of a lower level of education than in the business owners, you know. I’m not saying you would expect that. But again, it gives you some more information how we could target things a little bit more accurately so we’re not wasting our ad spend.

Now again, if we wanted to go into location, we can see here that if we were particularly wanting to target specific areas, you can see here where the biggest areas are in terms of targeting. You can sort of go down here and, you know, Houston, Texas has got a big market, the Bronx, and all these areas, Chicago. Again, probably areas where you would find the biggest sort of…. If you arrange them in order here, you can see them in order the biggest populations.

Activity… Again, we can get some really good activity of how active this particular audience is. Click on Ads. So again, you know, quite clickable. They like sharing things. You can see here, again, what devices they are on. So desktop and mobile, 56%. Mobile only, so again slightly, you know, desktop. And they’re using mobiles quite a bit. And then you can see all the different types of phones and devices that they see them on.

And again, we can look at household income, which can give some great information. This right here really applies for American data. See here at 61% are homeowners, and the market median income probably is probably up to about £100,000 pounds a year, which is, you know, typical in any… Example, one child, one to two child, maybe up to three children. Estimated market value of a house, you know, £200,000 up to £500,000.

Okay, there’s nothing unusual there, but you can see here some great information on, you know, we’ve got cars, they use primarily cash. It gives you some sort of ideas of the spending they do. And if we go into the purchase side of things, you can see here the sort of things they buy a lot of, pet products. So again, gives us some great ideas if we were targeting dog training. We could target any pet products relative to them, like dog food, anything like that which we could target. So this is what they’re passionate about. 51% are very, very interested in this particular niche.

And then you can have a look at the various cars and stuff like that if you wanted to target. I wouldn’t really read too much in this for dog training. But what I would read into is, you know, pet products are a great thing. The demographics in terms of age, and the demographics in terms of sex, location are all good information how to base our ads when we want to fine-tune them and not waste money on categories that they’re maybe not interested in. So then if we were targeting this particular market in the U.S., there is approximately 5 million people. So a huge market to go after if we were targeting dog training products going forward.

Let’s just have a look now, one more, at an example. We’re just going to get rid of this. Let’s have a look at sort of a more localized example. Let’s have a look at London. And let’s have a look at… Let’s pick an interest. Could be photography. Photography… Let’s just go back into demographics. So let’s say we were a photography shop or something like that and/or putting on photography classes in the London area. Then we could target this quite successfully going forward. And again, we’re putting in interest, we’re putting photography. Let’s have a look here. It’s slightly more skewed in favor of women. And 25 to 34 in both categories is the big class of them.

Again, we’ve got people interested in younger but tends to find that possibly, people in the 18 to 24 don’t have the spend yet, because maybe of university, college. If I was targeting this, I would probably go for 25- to 44-year-olds targeted. Let’s see here… Again, quite a lot of single people. Arts, media, sports, college educated, and below is a big proportion. And you can see the types of jobs people go in for. Location, again, if you wanted to… Look at this. Obviously we’re targeting London as a whole. Activity… I can see here, they weren’t as active as the previous category. I think it was about 41 ads clicked. So not this click-happy in terms of buying stuff. But again, you can see here what they’re looking on. Mobile-only, 35%.

So again, in terms of targeting your ads, I would definitely, with this sort of information, I would create two campaigns. One would be desktop-only, one would be mobile-only. I would recommend you do that anyway, but certainly allocate two-thirds of your spend at least to the desktop campaign because obviously they’re not all looking at the mobile-only. And obviously mobile-only, you’re not getting the same interaction of things going forward. So that’s it. I hope that you found that interesting. It’s really a useful tool for use in targeting things and you should use it any time you’re looking to research or market going forward.