Facebook Audience Insights: 4 Steps to Define Your Audience

Finding the right audience for for a targeted campaign is one of the most common problems we face in the process of creating a new ad.

In this post, we will explain in a practical way, how to advertise to the right people using Facebook Audience Insights  (in Portuguese, Public Information) on Facebook, one of the tools that helps us a lot to understand our audience and will certainly help you too. You can access the tool’s page here .

But first, what is Facebook Audience Insights?

Facebook Audience Insights is a tool that lets you know your audience, so you can create more relevant campaigns to your audience and know her better.

With Audience Insights feature, you can analyze:

• Demographic information about your target audience, including trends on age and sex, marital status and professional positions;
• geographic information, languages ​​that your public speaking;
• Lifestyle and information of interest to your audience;
• The main pages that your audience likes;
• user information who like your page or your event.

Shopping information for your target audience, including online shopping behavior, in which categories are most likely to buy, and location information can help you identify where vehicular special promotions or host events.

To learn more about a particular audience and data of Public Information, follow these steps:

1. Access the Facebook Audience Insights ;
2. Choose the audience you want to analyze the displayed screen. You can choose between all people on Facebook, people connected to your page or a custom public;
3. If you have multiple ad accounts, select the account you want to use the drop-down list at the top of the page;
4. Use the filters on the left to set or use interactive graphics to refine your audience;
5. Click Save;
6. Put a name to your audience;
7. You can use your audience to create an ad in the Power Editor.

Now, let’s use this tool to find people with the desired characteristics to be impacted by the campaign.

To better understand how to create our target audience, we imagine three sets that are part of our audience: characteristic of your campaign, public character and public sector. These sets are very large in isolation, so we want the intersection between them, because that way we have a specific audience, as shown below.

Now that we understand what the public want to find, we will present four basic steps we set up this powerful segmentation on Facebook.

1. Target your audience according to their offering

To start your ad, you need to analyze what is your specific audience. By targeting the audience of your company in different segments, you will reach more qualified people according to their ad.

Example: To promote eBook   “Funnel Inbound Marketing for the Education Market” , the segmentation that we will use is education.

2. Understand your campaign

For your ad to reach the right person, you must understand your campaign, meaning you should be able to answer the following questions:

• What is the common interest of my company and my audience I want to reach with my campaign?
• What is the point I want to wake up in my audience with this ad?

Example: For the same education eBook, the common interests we want the RD and offer public is Digital Marketing .

3. Understand your audience

In its class, it is important to know what are the specific characteristics of this group. Some questions that may help you find certain characteristics:

• What are the persona of the positions I want to achieve?
• Is there any geographical restrictions?
• What is the age range?
• What is your academic background?

Example: For we generate quality Leads, and the Digital results a B2B company, we want to reach people with office management, marketing analysts, that is, people with decision-making power.

In practice: To understand what is the best targeting on Facebook, what we do is import our education base on Facebook.

To do so, within the Business of Facebook, go to “public” in the upper left corner, click on “Create public,” and go to “Public Custom”.

In the “Create a custom audience”, choose the first option, “Customer File”. And in the next window, select “Choose a file or copy and paste data.” Then select the .csv file with the list of emails you want to analyze, remembering that you can only do this analysis in public with over 1000 corresponding emails on Facebook.

With your audience created on Facebook, we will open the Audience Insights . By accessing the tool will open a window in which we will choose the “Custom A public” option.

Facebook will indicate where you should choose the audience you want to analyze.

Select the audience to be analyzed and clear “United States” under “Location”.

Scroll down and see the positions they hold their Leads, organize by volume order and see its main office. In the case below, the positions are “management”, “Arts, entertainment, sports and media” and “Education and Library”. Keep these positions, we will use them in the next step.

4. Creating your audience on Facebook

Following our example, we can see the intended audience for the announcement as follows:

For all “public data”, we insert in the detailed guidance demographic data related to positions such as “Management”, “Marketing Director” etc.

To find an intersection with another set, click there on Facebook Audience Insights, just below the criteria box, under “Limiting public.”

Then, for the whole “public segment”, will select interests related to education, such as “Arts, entertainment, sports and media”, “Education and Library”, “Ministry of Education”.

Finally, we set the last set with which we will make the intersection with previous interests, “Feature campaign.” In this group, following the example of the education eBook, we will add interest related to “Digital Marketing”, “Inbound Marketing”, “Content Marketing”.

Unfortunately, Facebook Audience Insights still can not make intersections of interests, so we have to understand our audience in the tool and create it in the set of ad configuration.

Following these steps, we will have the audience ready to be impacted by our campaign.

This is a simple and easy way to use the Audience Insights Facebook. The Audience Insights is a very powerful tool that helps us better understand our base, importing and analyzing our data. It also helps us find Facebook a highly specific audience through features and interests. Also, make intersections of interest is a very effective strategy to find the most qualified people to be impacted by the ads.

So, explore the Facebook Audience Insights, discover interests and most relevant features of their persona and create qualified audiences for their campaigns. Good campaigns!