Copyright © 2016 New Marketing Report. All Rights Reserved. v. 1
No part of this publication may be may be reproduced, stored or transmitted in any form or by or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 United States Copyright Act, without either the prior written consent of the Publisher or author. Anti‐ Anti‐Piracy Notice
Please do not attempt to publicly share or resell this PDF. This PDF may be may be digitally stamped with an invisible, unique tracking number which allows the copyright holder to trace individual copies of the PDF to a specific buyer’s specific buyer’s account. Limit of Liability/Disclaimer of Warranty
The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be may be created or extended by extended by sales or promotional materials. The advice and strategies contained herein may not not be be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be should be sought. Neither the publisher nor the author shall be shall be liable for damages arising here from. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the author or publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be should be aware that Internet websites listed in this work may have changed or disappeared between disappeared between when this work was written and when it is read. All websites and trademarks referenced herein are the property of their respective owners. This report is not sponsored, endorsed, administered by or associated with Facebook, Inc.
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Copyright © 2016 New Marketing Report. All Rights Reserved. v. 1
No part of this publication may be may be reproduced, stored or transmitted in any form or by or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 United States Copyright Act, without either the prior written consent of the Publisher or author. Anti‐ Anti‐Piracy Notice
Please do not attempt to publicly share or resell this PDF. This PDF may be may be digitally stamped with an invisible, unique tracking number which allows the copyright holder to trace individual copies of the PDF to a specific buyer’s specific buyer’s account. Limit of Liability/Disclaimer of Warranty
The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be may be created or extended by extended by sales or promotional materials. The advice and strategies contained herein may not not be be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be should be sought. Neither the publisher nor the author shall be shall be liable for damages arising here from. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the author or publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be should be aware that Internet websites listed in this work may have changed or disappeared between disappeared between when this work was written and when it is read. All websites and trademarks referenced herein are the property of their respective owners. This report is not sponsored, endorsed, administered by or associated with Facebook, Inc.
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Tabl ble e of Con ontt ent nts s Introduction .................................................................................................................................
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Getting Started ............................................................................................................................
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Define Your Customer .......................................................................................................... ..........................................................................................................
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Demographics .......................................................................................................................
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Lifestyle and Interests ........................................................................................................
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Create Create A Research Research Lis t .......................................................................................................
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Basic Keywords ..................................................................................................................
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Research List ......................................................................................................................
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Use A Thesauru Thesaurus s ..................................................................................................................
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Set Set Up Power Editor for Testing Testing ...................................................................................... 16 Facebook Facebook Tools ........................................................................................................................
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Audi Au di ence enc e Insig Ins ight ht s ................................................................................................................
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Simil ar Pages Pages ........................................................................................................................
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External External Tools ...........................................................................................................................
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LikeAlyzer ...............................................................................................................................
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Google Search ......................................................................................................................
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Google Keywords ...............................................................................................................
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Google Suggest ..................................................................................................................
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Google Adwords Display Planner ....................................................................................
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Buyer Keyword Search......................................................................................................
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Product, Brand and Company Search ............................................................................
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Group/Event Keyword Search ..........................................................................................
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Influencer Search ...............................................................................................................
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Tools and Resources Search ...........................................................................................
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Media Kit Search ................................................................................................................
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Facebook Site Search .......................................................................................................
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Amazon Am azon ...................................................................................................................................
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Books and Authors .............................................................................................................
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Products and Brands .........................................................................................................
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Gettin Gettin g The Most From Your Audiences
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Questions? .................................................................................................................................
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Introduction Facebook is the ultimate marketing tool for businesses of every size. What’s not to love? Everyone uses Facebook. There are 1.59 billion monthly active users and growing. That’s 20% of the Earth’s population! Just check out this growth chart from Statista:
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Facebook has tons of data they let marketers use for FREE! Everything from basic demographics such as location, age, gender, and interests, to third‐party behavioral data including purchase patterns. Facebook advertising is cheap. With the right targeting, you can get massive results with a very small budget. It only takes a couple dollars a day to test, then you can scale from there based on your budget. In this report, you’ll learn a simple system for uncovering Facebook audiences with virtually no competition. These methods work for any industry, product or service. So, open your web browser, grab a notepad (real or virtual), and let’s get started.
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Getting Started Define Your Customer
Facebook marketing is all about getting the right message in front of the right customers. So, before we dig into specific Facebook audiences, it’s important for you to define your ideal customer. Start by creating a fictional “avatar” or “persona” that represents your ideal customer. Your goal is to make a list of traits and behaviors that differentiate your customer from everyone else. Spend a little time answering the questions on the following pages and brainstorm the characteristics of your ideal customer.
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Demographics
Facebook uses basic uses basic demographics for audiences and reports. So, let’s start with those. Location Where does your customer live? Is your product/service available internationally or is it specific to a country, state/province, region, or city? Age How old is your customer? Facebook allows you to target audiences aged 13 to 64 64 by by age, but age, but groups everyone 65 and older into a single audience. For reporting purposes, audiences are categorized by categorized by age range: 18‐24, 25‐ 34, 35‐44, 45‐54, 55‐64 and 65+. Gender Is your customer male and/or female? Device What type of device does your customer use? A desktop computer, laptop, tablet, or smart phone? Language What language does your customer speak?
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Relationship Status Is your customer single, in a relationship, engaged or married? Is your customer specifically interested in men or women?
Education What is your customer’s education level? High school, college or grad school? Work Does your customer work in a specific industry? What is your customer’s job title? Financial What is your customer’s income and net worth? Home Does your customer rent or own? What type of home do they live in – single‐family or multi‐family? What is their home value? Parents Is your customer a parent or expecting? How many children do they have and how old are they? Politics What are your customer’s political views?
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Lifestyle and Interests
Now put yourself in your customer’s shoes and really think about every aspect of their life. What is going on in your customer’s life right now? What products and services do they buy? they buy? Where do they shop and what brands what brands do they buy? they buy? What websites, forums, and blogs and blogs do they visit? What do they do for fun? What are their favorite books, favorite books, music, and TV shows? What celebrities do they follow? What information and advice might they search for? What are their dreams, personal goals, family goals and career goals? What events or conferences do they attend? What do they fear or worry about? For example, if you’re planning to sell a diaper bag, diaper bag, your customer avatar might look something like this: Women in the United States (since you don’t currently ship internationally) aged 20 to 35 that are currently pregnant or have a new baby. new baby.
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They are buying are buying products for themselves, their home, their car and the new baby such as maternity clothes, parenting books, parenting books, skin care products, baby products, baby clothes, car seats/strollers, baby seats/strollers, baby nursery furniture, baby furniture, baby monitors and toys. They are interested in Lamaze classes, pediatric services, childbirth, baby childbirth, baby names, baby names, baby care (feeding, sleeping, bathing), sleeping, bathing), baby baby advice, post‐pregnancy weight loss, playgroups, etc. They follow celebrity moms and child experts. They think about the safety of their child, their child’s health and happiness, returning to work, etc. You get the idea. Go into as much detail as you can at this point, but point, but don’t get hung up at this stage. As you research interests, you’ll discover more about your customers and can easily expand or refine your avatar.
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Create A Research List
Many techniques for locating an audience require keywords and topics that are related to your product/service, and customers.
Basic Keywords Based on your customer avatar, make a list of basic keywords that are related to your product/service, and customers. Expanding on the previous example of a diaper bag, here are a few basic keywords that you might use: Diaper bag Baby Mom / Mommy / Mother Pregnant Maternity Parenting Lamaze Childbirth
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Research List Then add a list of products, services, topics and concepts related to your customers. If you already know them, add a list of related brands and companies too (including competitors!). If not, include a note about the information that you need to find.You’ll research these ideas later to identify new audiences for your products/services. For example, your list for diaper bag customers might include: Diaper bags (find competitors, stores and brands) Maternity clothes (find stores and brands) Parenting books (find book titles and authors) Skin care products (find products used exclusively by pregnant women and new moms) Baby clothes (find stores and brands) Car seats/Strollers (find stores and brands AND research other baby products) Baby nursery furniture (find products, stores and brands) Baby monitors (find stores and brands) Lamaze classes Pediatric services Childbirth (find experts, books, authors and websites) Baby names (find books, authors and websites) Baby care (find products, stores, brands and experts) Post‐Pregnancy weight loss (find experts, books, authors and websites) Child safety (find products for home) Celebrity moms (find names and websites) Playgroups (Mommy and me, etc.)
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Use A Thesaurus
Check your basic keywords using a thesaurus. The thesaurus will help you discover the additional names that your customers might use to describe themselves and your product/service. Visit the thesaurus at http://www.merriam‐webster.com/ and enter your first keyword. NOTE: You might want to turn on your ad blocking software before visiting this site ☺ Otherwise, it provides the most useful synonyms.
Look through the synonyms for your keyword and add any relevant ideas to your list.
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In this example, you might add the following keywords to your list. Child Infant Newborn Kid Toddler Search each of your additional keywords and add relevant words to your list. Mother Expectant Expecting
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Set Up Power Editor for Testing
As you locate new interests, you need to test them in Power Editor to see if they are available to target. You can test as you go, or once your list is complete. Set up a test campaign and ad set in Power Editor. Open Power Editor. Click the “Create Campaign” button. Select “Create New” and enter a campaign name (e.g. “Test”). Select any buying type or objective since this will not be used for live ads. Click the “Choose an Ad Set” checkbox, select “Create New” and enter an ad set name (e.g., “Test”). Then click the “Create” button.
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Power Editor will open the Campaign Details tab. Click the “Status” toggle to deactivate the test campaign just in case it gets uploaded.
Close the Campaign Details tab and click the Ad Sets tab. Locate the “Test” ad set and view the ad set details. 17
Under “Audience”, click the “Edit Audience” button.
As you locate interests, you will enter them in the “Detailed Targeting” field to see if they are available to target.
Keep in mind that Facebook demographics, interests and behaviors are very specific. When you enter an interest, try several partial searches before determining that the interest is not available. Try with and without spaces between words and adding “com” for websites,.
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For example, if you’re searching for an interest related to the New York Mets, it might be found under “New York Mets”, “NewYorkMets”, “NY Mets” or just “Mets”. You’re now ready to discover Facebook audiences that 99% of other marketers will miss. Let’s go!
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Facebook Tools Facebook is the logical place to start finding audiences to target.
Audience Insights
Audience Insights is a “tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior and more.” For any given interest or behavior, Facebook provides data about the audience members’ demographics, behavior on Facebook, and purchasing activities. It’s an amazing goldmine of free marketing information. To start, open the Audience Insights tool. Select a location and initially leave “Age” and “Gender” as their default values. In the “Interests” section, enter one of your basic keywords from the list you created. Continuing our baby products example, enter “diaper bag”. In this case, the exact phrase “diaper bag” is found as an available interest/audience. If your first keyword is not found, just try a different keyword.
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On the “Demographics” tab, take note of the audience size and demographics.
Make sure the audience size is sufficient before drawing any conclusions from the demographic information. Even if the audience size is small, you can still explore the “Page Likes” information though. The ideal customer for the diaper bag product was women ages 20 to 35. The age range for the “diaper bag” audience matches our initial assumption, but the gender data is somewhat surprising.
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74% of the audience are women and 26% are men. More men than you might expect for a baby product. Great idea for targeting or new product – diaper bags for dads! As you find these nuggets of information, don’t forget to add them to your list!
Browse through the “Lifestyle”, “Relationship Status”, “Education Level” and “Job Titles” to see if you notice any trends that might help narrow your audience when you start running ads. Is the audience predominantly married, college educated, or working in a particular industry? Compare these to your customer avatar. Click the “Page Likes” tab to view this audience’s Facebook trends and behaviors.
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Scroll down to the “Page Likes” section. These are a list of Facebook pages that are relevant to the selected audience. In our example, they are a list of Facebook pages that people in the “Diaper Bag” audience like.
The first result is a page named “4moms”. Click the title to visit the page. You want to quickly review the page for relevance to your product or service. Look at the page description and category. Maybe click over to their website. Next, peruse the latest posts to see if the page is maintained and active. You want to see a large audience that is responsive to the page content. It’s a signal that the audience is real and wasn’t created with fake accounts and bots. If the page was updated two years ago and there are no likes, comments or shares on the posts, skip it.
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In this example, the “4moms” page is a baby products retailer. The page has recent posts with thousands of likes, comments and shares. It’s a keeper! Add it to your list of possible target audiences. If you want to check the availability of an audience as you go, return to the test campaign that you set up in Power Editor and enter the audience in the “Detailed Targeting” field. The “4moms” page is available with an audience size of 678,620 people. You can also gather a list of target audiences first and then check them in Power Editor.
Continue checking additional pages in the “Page Likes” list. The “Summer Infant” page matches the criteria for relevance and activity. Add it to the list. Next is “Target Baby”. This page is relevant and active, but it’s also a huge brand with 1.6 million page likes. Unless you have already done extensive testing and know your target customer in detail, stay away from the really large brands to start. You’ll get much better results with smaller niche sites. “The Boppy Company” is perfect. Add it to the list.
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The “Disney Baby” page is also a huge brand. Skip it. “Playtex Baby” and “Garanimals” are borderline huge brands, but keep them for now. Continue down the list of related Facebook pages to determine relevance and activity. Click the “See More” button to reveal additional pages. At some point you will start running into pages that are not relevant to your audience and you can move on to the next step. Scroll back to the top of the “Page Likes” tab and review the pages listed in “Top Categories”. Click the “See All” button to expand the list of categories.
Top Categories will help you discover what the selected audience likes on Facebook. It will tell you what TV shows they watch, where they shop, what they read, etc. 25
You’ll find that some of the pages in the Top Categories list are not relevant to your customer, product or service. That’s OK. The categories themselves will help you start brainstorming different ways to connect to your audience. Use this information to expand your list of products, services, topics and concepts. For example, you might add “Vitamins and Supplements” or “Kitchen and cooking” to your research list. The “Baby Bullet” page is a great example. It’s a page for a kitchen appliance used to make baby food. The page is active and very relevant to your customers for a diaper bag product. Add it to the target audience list. And, more importantly, make a note to research other kitchen appliances that new moms would use! The “Bellefit Maternity” page is another great example. It’s a page for a post‐pregnancy clothing item. Their product is obviously targeted at new moms – your customers! Add it to the list to check as a target audience and add it to your research list as a brand of maternity clothing. To get even more relevant results, add relevant, high affinity pages to the Interests in Audience Insights. So, keep your initial keyword and add the page with the highest Affinity score from the top 10 or 15 pages to the Interests list. In our “Diaper bag” example, add “The Boppy Company” with an Affinity score of 7.5.
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You’ll notice that the Affinity scores increase from a range of 2.8x‐7.3x to a range of 4.3x‐24.9x. That means these pages are highly relevant to the “Diaper bag” and “The Boppy Company” audience members.
Keep adding relevant, high affinity pages to the Interests list until there are no new pages to explore. For example, add “Just Born” next with an Affinity score of 14x to the Interests list in Audience Insights. After checking just one keyword and related pages in Audience Insights, you’ve already uncovered 20+ audiences related to your product/service, and customers. And that’s just the beginning! Let’s find more pages…
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Start by checking your other basic keywords, research concepts, and specific brands in Audience Insights. Delete your original keyword and add a new keyword.
Again, if your exact keyword is not found, look for something similar or just try another keyword. In the example below, the keyword “Mom” was not available, but the related keyword “Motherhood” was available.
For each keyword or research concept, go through the same simple process to find new audiences. 1. 2. 3. 4.
Review the audience size and demographics. Review the pages under “Page Likes” and “Top Categories”. Add additional relevant audiences to your list. Explore additional pages by adding relevant, high affinity pages to the Interests list in Audience Insights.
Next, check the audiences from your growing list in Audience Insights.
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In our example, one of the pages we found was 4moms. So, let’s add it as an interest.
Then simply repeat steps 1 through 4 above to find new audiences. The process seems tedious, but it actually goes very quickly once you get the hang of it. It probably took you longer to read these instructions than it will take for you to check a list of keywords and audiences in Audience Insights. As you explore and expand your list of keywords, topics, companies and brands using the other methods in this report, you may want to return to Audience Insights and repeat the four steps to uncover even more audiences.
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Similar Pages Facebook used to display a list of similar pages whenever you liked a page. You can still access Similar Pages with this handy little workaround. Search for one of the audiences from your list and go to their Facebook page. Let’s go with the “Just Born” page for this example.
Copy the page URL (e.g., https://www.facebook.com/justbornforbabies/). Enter the URL in the field at http://findmyfbid.com/ and click the “Find numeric ID” button to get the Facebook Page ID.
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Add the Facebook ID number to the end of this URL. Make sure there are no spaces between the equal sign and the ID number. https://www.facebook.com/pages/?frompageid= For example, https://www.facebook.com/pages/?frompageid=573459786048501
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Then visit the URL in your web browser to view a list of similar Facebook pages. Scroll through the pages for additional targeting audiences.
The first result in our example, “Little Giraffe”, is a perfect hidden audience. The page is for a high‐end baby blanket retailer. Do you think that moms who like the “Little Giraffe” page would be interested in your diaper bag? You bet! And they are likely an audience of buyers. Even better! Your average marketer is unlikely to find the “Little Giraffe” page as an interest. Why? There are no “baby” or “mom” keywords in the page name. So it’s not likely to show up in a simple search. Less competition = lower costs and higher returns for you!
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Entering the “Little Giraffe” page into your Power Editor test campaign, you’ll see that it is available and has an audience size of 74, 330 people. Wow!
Are you excited yet? Facebook is great for finding hidden audiences. Now let’s explode your audience list with tools outside of Facebook.
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External Tools LikeAlyzer
LikeAlyzer is a completely FREE tool that collects statistics on the most popular Facebook pages. Start here: http://likealyzer.com/statistics/facebook/likes
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You can narrow down the list by country and category. This is the list for the United States and the Baby Goods/Kids Goods category:
Scroll through to discover additional audiences for your ads.
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By default, the list is sorted by number of page likes. To sort by the LikeAlyzer “LikeRank” score, click the “LikeRank” link.
Then select your country and/or category. The pages are now ranked by how “likeable” the page is. LikeAlyzer uses more than 40 Facebook signals in their LikeRank score. Scores range from 1 to 100 with a higher score indicating better performance.
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Sorting by LikeRank is a great way to find smaller niche pages that are available as Facebook audiences and overlooked by other marketers.
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You can also search Likealyzer by keyword for a list of the top 10 pages sorted by LikeRank.
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Google Search If you think Facebook stores a lot of data, they pale in comparison to the giant of data collection and storage ‐ Google. There are multiple ways to exploit the information in Google to find hidden audiences for your Facebook ads. Remember that list of keywords, products, services, topics and concepts that you made while creating your customer avatar? It’s time to use Google to complete your research on those items.
Google Keywords There are three free Google tools that can help you expand the list of keywords and concepts related to your product/service and customer – Google Suggest, Google Adwords Keyword Planner and Google Adwords Display Planner The reason for using these tools is not to get an exhaustive list of every keyword variation available. It’s to get inspiration for product, services and products that might lead to new audiences.
Google Suggest As you type in the Google search box, you will see search predictions that are similar to the terms you’re typing. 39
For example, as you start typing “baby clothes” and enter “baby c”, you will see suggestions such as:
This list of suggestions includes several ideas for products (clothes, cribs, carrier, car seat) and a website (babycenter). But there’s more! There is a different list of suggestions for “baby d”, “baby e”, “baby f” and so on. You could manually type each search variation into Google, but that would take forever. Luckily there are third‐party tools that return Google’s suggestions with one simple search. We recommend the free tool at Tiny Suggest. It lets you easily scroll through the suggestions and copy/paste or download the results. http://www.tinysuggest.com/ Type in any combination of a partial word, single word or multiple words, select your language and click the “Get suggestions” button.
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It works especially well to expand on generic terms. For example, the results for “baby software”give you hundreds of keywords and ideas that could lead to potential audiences.
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Google Adwords Keyword Planner
The Google Adwords Keyword Planner is a free tool (requires an Adwords account) to find keywords related to your search terms. https://adwords.google.com/KeywordPlanner Visit the Keyword Planner and click the “Search for new keywords using a phrase, website or category” option.
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Enter a keyword under “Your product or service”, a website (your website, a competitor’s website, a brand website, etc.) under “Your landing page”, or select a category under “Your product category”, then click the “Get ideas” button.
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Quickly scroll through the “Ad group ideas” tab for concepts related to your product/service or customers.
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Then click the “Keyword Ideas” tab and scroll through individual keywords for ideas.
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Google Adwords Display Planner
While you’re logged into Adwords, go to the Display Planner tool. You’ll use the Display Planner tool to find websites related to your product/service or customers. Click the “Search for new targeting ideas using a phrase, website or category” option.
Enter one or more keywords and topics under “Your customers are interested in” (you will see a list of suggested keywords and topics when you start typing) or a website (your website, a competitor’s website, a brand website, etc.) under “Your landing page”, then click the “Get placement ideas” button.
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Scroll through the list of Websites for audience ideas.
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Click the “Videos” tab to review related YouTube channels. Popular YouTube channels and personalities may have Facebook pages that you can target as an audience.
Time to head back over to Google Search for some more digging.
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Buyer Keyword Search
Search Google for websites where customers already buy products and services from your basic keyword list or research list. Enter search phrases such as: KEYWORD buy KEYWORD buy KEYWORD products buy KEYWORD services buy KEYWORD online best KEYWORD best KEYWORD products best KEYWORD services KEYWORD coupon Look at the paid and organic search results for stores, companies, brands and websites that you can use as target audiences. Searching for “buy diaper bags”, the results include an ad from Zulily.com and organic results for BuyBuyBaby.com in addition to larger brands such as ToysRUs.com, Amazon, Target, Walmart, etc.
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Most of the websites on the first page of the search results are for stores/brands that are too large and generic. Onto page 2! At the top of page 2, there is a possible audience, BabyGearLab.com. Visit the site and find a link to their Facebook Page or search for their page in Facebook.
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The BabyGearLab Facebook page only has 1,500 likes, so it’s relevant, but not likely to be an available audience.
The Giggle.com website is relevant and has a larger Facebook following at 40k likes. And when you check Giggle as an audience in the test campaign, it is an available. However, the audience size is over 800k, so it’s obviously not specific to the Giggle.com website. You can attempt to find specific websites by entering an audience such as gigglecom (without the dot), but that was not available.
Next! In the middle of page 6, we uncover a real gem – DiaperDude.com. This is a highly relevant, active page with 17k page likes.
Pages with a lower number of page likes may not be available as a Facebook audience, but you never know until you test it! So, let’s check “Diaper Dude” with the test campaign in Power Editor.
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BINGO! We have a winner! A specific, targeted list of people that is available as a Facebook audience. Quickly review additional search results for possible audiences or try a new keyword from your lists.
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Product, Brand and Company Search
Search Google for the products, brands, stores, companies, manufacturers and websites related to your product/service and customers. Enter search phrases such as:
KEYWORD KEYWORD brands KEYWORD store KEYWORD company KEYWORD manufacturer KEYWORD websites KEYWORD products
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For example, in a Google search for “baby food”, the results include brands such as Gerber, Plum Organics, Earth’s Best and Beechnut.
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In a Google search for “baby stroller brands”, the results include links to lists of top brands such as UPPABaby and Bugaboo. Yes, you might have to click on a link to get the information you’re after ☺
Each product, brand, store, company, manufacturer and website is a potential audience for your product/service!
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Group/Event Keyword Search
These keyword phrases can help you find groups and events related to your product/service and customers. Enter search phrases such as: KEYWORD associations KEYWORD blogs KEYWORD conferences KEYWORD community KEYWORD competitions KEYWORD clubs KEYWORD events KEYWORD federations KEYWORD festivals KEYWORD forums KEYWORD foundations KEYWORD magazines KEYWORD newsletters KEYWORD societies KEYWORD subscriptions KEYWORD workshops For example, a search for “new mom blogs” returns RookieMoms.com, a blog about “the first years of motherhood”.
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The Rookie Moms page is highly relevant and an active group with 20k page likes. Checking this audience in the test campaign finds an available audience size of 18k.
A little further down the list is StrollerTraffic.com. They have 104k page likes and target “city moms with kids under 3”.
Facebook shows an available audience of just over 100k. Yes, please!
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Influencer Search
Influencers are leaders in an industry or community that you are targeting. These individuals are usually experts that have a large following and have a strong influence on your customers. To locate influencers, enter search phrases such as: KEYWORD expert KEYWORD keynote speaker KEYWORD conference speaker KEYWORD coach KEYWORD author KEYWORD best seller
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A Google search for “parenting expert” returns a slew of potential audiences – individual experts and a list of the 20 most followed parenting experts on Twitter. Experts with a large Twitter following probably have a Facebook page too!
Add the influencer’s name as well as their product (e.g., book title), website and/or company to your audience list. 59
Tools and Resources Search Try to think of any tools and resources that your ideal customer might use. Enter search phrases such as: KEYWORD resources KEYWORD tools KEYWORD software KEYWORD calculator KEYWORD calendar A Google search for “pregnancy calculator” reveals the “Alpha Mom” blog.
The “Alpha Mom” Facebook page is relevant, active and is available to target with an audience of almost 17k!
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Media Kit Search
Media Kits are rich sources of information about your customers including audience ideas and demographic data. Enter search phrases such as: KEYWORD media kit KEYWORD advertise with us Media kits are often readily available in PDF format, so you might want to add the “filetype” operator to your search query: KEYWORD media kit filetype:pdf KEYWORD advertise with us filetype:pdf
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For example, one of the top results for a search for “pregnancy media kit” is from “Fit Pregnancy” magazine. It contains topics related to fitness and pregnancy (HINT HINT – add this magazine AND these topics to your research list!)
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The “Fit Pregnancy” media kit also includes demographic information for age, average household income, and household composition. Valuable information for refining your target audience!
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Facebook Site Search
Google has indexed almost 3 billion Facebook pages. While you can obviously search in Facebook directly, Google is superior at recognizing synonyms and related content. To locate additional Facebook pages, perform a “site search” in Google for Facebook.com. Enter the search phrase: KEYWORD site:facebook.com
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The results for the search “baby site:facebook.com” are:
Notice that you can see the number of page likes.
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You can use another Google operator to refine your search to include only pages with X number of likes! Add a range for the number of page likes using the syntax “A…B likes” where A is the low number in the range and B is the high number in the range. KEYWORD site:facebook.com “A…B likes”
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For example, to find pages in the “baby goods” category with between 50,000 and 150,000 page likes you would search for baby goodsʺ site:facebook.com ʺ50000...150000 likesʺ
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which returns these results:
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To refine even further, you can add the “inurl” operator to only show results from the “Likes” tab of the page. This removes duplicates and show results only from Facebook pages rather than posts and pictures which may match the other searches. You can mix and match the “inurl” operator with the page like range. KEYWORD site:facebook.com inurl:likes KEYWORD site:facebook.com “A…B likes” inurl:likes Refining our previous search using: baby goodsʺ site:facebook.com ʺ50000...150000 likesʺ inurl:likes
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now returns results such as:
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Child’s play! No pun intended ☺ You’ve already uncovered a treasure trove of audiences, but there’s even more!
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Amazon
Amazon is the world’s biggest retailer. You can use their extensive selection of products to find amazing audiences for your Facebook ads. Let’s dig in!
Books and Authors Start your hunt at Amazon.com with a search in the Books category. http://www.amazon.com/
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Select “Books” in the drop‐down menu, enter a keyword or subject and click the search button. Notice Amazon also gives you suggestions as you type.
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In the Amazon search results for books, explore the relevant categories for ideas. Click the “See more” link to display all of the related categories.
Click on a category to narrow down your search. After the search results appear, click the “Sort by” drop‐down menu in the upper right corner of the screen and select “Most Reviews”.
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In the “Baby & Toddler Parenting” category from our example, one of the books with the Most Reviews is “The Happiest Baby on the Block” by “Harvey Karp, M.D.”:
There are 1,998, mostly positive reviews. Parents reading “The Happiest Baby on the Block” would be an excellent target audience for our diaper bag. So, write down the book title as well as the author’s name. You can search for each of these audiences in Facebook.
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Searching for “The Happiest Baby on the Block” in the test campaign with Power Editor, you find an available audience of 27k!
In this case, the author doesn’t have a separate Facebook page, but it’s a good idea to check.
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Products and Brands
You can also use Amazon to find best selling products and brands. Browse the Amazon departments to find the products most related to your customer. Just click the “Shop by Department” button in the upper left corner to view a list of all departments.
Find a related department and click the link.
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The “Baby” link in this example returns a large list of product categories.
Click on a category link. Here we chose “Standard Strollers”.
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The results include a full list of brand names for the selected product. Click the “see more” link for the full list.
Plus there is a list of best selling products!
Click the “See all best sellers” link for a full list of best selling products.
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Getting The Most From Your Audiences Your head should be exploding with audience ideas at this point! By conducting a few simple searches using FREE tools, you have a HUGE advantage over every other marketer that simply types their keyword into Power Editor or Facebook graph search. Now it’s time to supercharge your profits from Facebook ads and target the audiences you have discovered. Let’s return to Power Editor. Zero in on your target market by combining your audience with demographics, behaviors and other interests. This is especially effective with larger audiences – either individual audiences or groups of related audiences. First, use locations, age, and gender from your ideal customer research to narrow your target audience members. For example, when you enter the “Diaper bag” audience into Power Editor, the audience size is 1.4 million. That’s a pretty big audience and you would spend a lot of money trying to reach all of those audience members.
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Reduce the audience size and make the ad more targeted by changing the Age to 20‐35 and selecting “Women” for Gender – the demographics of our ideal customer.
The age range and gender selection reduces the audience size from 1.4 million to 810k. A good start, but we can do better. You can also narrow audience sizes by demographics, interests, and behaviors available in the Power Editor (either alone or in addition to the location, age range and gender).
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First, click the “Narrow Audience” link to open a new field.
Facebook will perform an “AND” search using the demographic, interest or behavior(s) that you enter in the “and MUST ALSO match at least ONE of the following” field. That means you will only target members of the audience that match both criteria. For example, narrowing the “Diaper bag” audience by parents of children 0‐12 months old results in a new audience size of 92k.
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We now have an audience of women aged 20 to 35 who are interested in pages related to “diaper bag” and indicate they are new parents with a 0 to 12 month old baby. I’d say that’s a good target for our diaper bag product! Facebook data isn’t perfect. If you remove the “(0‐12 months) New Parents” demographic and instead select “Expectant parents”, the audience size changes to only 590. That’s way too small of an audience. Obviously there are more than 590 expectant mothers between the ages of 20 and 35 on Facebook. Just do your research and test, test, test! You’ll be rewarded with rock‐ bottom ad costs and rising profits.
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