How to Use Facebook Audience Insights To Get Sales in 60 Minutes

  • Saleem Ahrar
  • Jun-21-2018
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Is your Facebook campaign not working?

Can’t figure out what data you’re looking at or how Facebook Audience Insight works at all?

Well, don’t worry because I’ve personally been doing all the leg-work for the past few years using Facebook audience insights tool and I am going to share every single WORKING and TESTED technique on how to get the most out of Facebook Audience Insights… By popular demand because so many of you keep asking about this stuff on all the groups I’m on:

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Once, you are done with this article, you will have the absolute knowledge to LASER target your passionate buyers and get the most out of your Facebook ad campaigns via Facebook Audience Insight tool.

Too often, new ecommerce entrepreneurs often run a single Facebook campaign and call it a day after that campaign fails. Once you are done with this guide, you’ll have a completely changed mindset on how do deal with that… Read on!

Why Most Facebook Campaigns Fail


Did you know that the majority of Facebook ad campaigns that fail are due to poor ad targeting, even when those campaigns had very good designs that could easily attract customers.

The foremost reason for such results, after analyzing hundreds if not thousands of social media queries in our groups, is bad research in Facebook ad targeting.

Most people are too lazy for thorough research for their ad campaigns before they begin burning their cash on ads. They spend the least amount of the time to the most important activity and that is why such failures happen.

Most Common Problems For New Ecommerce Entrepreneurs

Most of the new entrepreneurs who just jumped onto the ecommerce bandwagon usually make this mistake.

They go for broad targeting instead of finding their real customers on Facebook.

Don’t know what broad targeting is, let me explain:

Broad targeting is something in which you can target anybody on Facebook without being considering if that user is relevant or not. It is generic in nature.

For example, you aim to run a campaign for United States Football Fans, Badminton Fans or the people who love running.

You go to Facebook audience insight and selected the United States.

Then you select the age range, for instance, anybody who is above 23.


Then you go to the Facebook Audience insights section and inserted your interest “Football”.

Facebook will show you relevant results as per your interests but is this really something that can generate money for you? NO!

The reason is, Facebook will target all those Facebook users who just meet your minimum targeting criteria and there will be a huge chance of wasting your money because you’re showing your ad to an audience that isn’t necessarily passionate about your niche.

The image below will explain this to you in detail.

When you put your interest “Football”, Facebook shows that you have 9M-10M active people in between 25-54 who are somehow engaged in your interest.

Just imagine the cost associated to target all 9M-10M people. That’s quite a sum!

Now when I clicked on Page Likes tab, it showed me too many irrelevant interests that can never generate a single penny for me because I am targeting 9M-10M people who are loosely connected to my niche.

Now if you scroll it down further, you can check the Page likes section in which Facebook is, again, suggesting irrelevant pages to target against your money.

This is not a bug in Facebook.

In the page likes tab, there are 3 things that you need to consider.

  1. Top Categories – (Facebook has categorized your interest in these categories)
  2. Page likes – (Likely audience to your based on your interest)
  3. Affinity – How likely your target audience is going to like this page based on an interest you just inserted.

As you can see above, not all of the suggested results are relevant to my niche. So the question arises: why is Facebook showing this as your target audience?

This is just because of a concept called “Likes by Association“.

Likes by Association happens when some page has shared any football/niche specific image/textual or a video and you liked it even though you are not that passionate about that niche.

It gives Facebook algorithm a signal that you are interested in that particular niche and they count you as someone who is interested in that niche.

Based on our actions such as likes, comments or shares, Facebook starts segmenting our information into its database according to different interests and keywords.

If you are not a fan of the football niche but your friend is and he shared a particular video/image of that niche and you liked it or took any action on that post, your profile WILL count as someone who is interested in that niche.

This is also the reason why you sometimes find yourself being targeted by Facebook ads that you think are irrelevant to you… But you see them anyway because, based on your past actions, Facebook includes you as the qualified audience for such interests.

This is how Likes By Association actually works & Facebook gives you suggestions that are too broad in nature and keep you from targeting the right kind of audience that you need.

Common Problems With Facebook Broad Targeting:

Here the few major problems that have been seen while targeting your customers broadly on a Facebook.

  • It has too large audience size (in most of the cases, in millions). And you can’t possibly target them all without spending a ludicrous sum on your ad.
  • Irrelevant audience additions from Facebook.
  • The audience is not passionate about your niche. 10M-15M people cannot be your passionate buyers at all.
  • Such targeting can be your worst targeting that may bring worst customers for your product who might not purchase even a single unit.

Now the question arises if somebody can’t generate good income with Facebook broad targeting, how can he fix this issue?

Well honestly, you need to spend some time on real research for your laser targeted audience.

But if you do not know anything about Facebook laser targeting, let me explain in detail.

What is Laser targeting on Facebook?

Laser targeting is the process of finding the most passionate buyers for your products/services on the Facebook.

Usually, only top campaigners do this.

You target those hardcore passionate buyers who know almost everything about your niche.

Suppose you go to a room where 1000’s of people are sitting and you ask: “how many of you know about Tennis”.

You might get 100% response.

Now you ask another question, how many of you know about “Pete Sampras”?

You might get 50% response.

Because only passionate buyers (engaged tennis fans) would know about Pete Sampras.

Now you ask another question “how many of you have visited ESPN’s Facebook page?”, chances will be 25%-30%.

This 25%-30% will be your real passionate buyers.

In simple equation:

Passionate Buyer = That One Thing Which Only & Only Die Hard Fan Would Know!

People might know about tennis, people might know about Pete Sampras but only a select few and passionate tennis fans would know about Tennis TV Facebook page.

Four Rules of Thumb to Find Laser Targeted Buyers

1- Your interest must have an audience size in between 50K – 300K. Not in millions.

 

2- Top categories must show 85%-95% relevant results.

 

3- Affinity score should be high. Low-affinity score reflects the least relevant audience.

4- Check the recommend results if they are still engaged on the page or not?

Remember:

Passionate Buyer = That One Thing Which Only & Only Die Hard Fan Would Know!

11 Untold Secrets To Find Your Passionate Buyers on Facebook


Have you ever thought what if you want to earn money in that niche about which you have never heard of? Seems challenging? Won’t be anymore!

Use these 11 untold secrets to find your passionate buyers on Facebook.

Secret#1 – Your Niche + Websites

Suppose you are a newbie and you do not know anything about the nursing niche.

What simple steps you should take to find your laser targeted audience for your nursing niche?

Go to Google.com.

Type your niche specific keyword (nursing) + websites.

 

Here is what Google suggested:

 

 

Pick any website and insert it into Facebook Audience Insight.

 

Now see if it fulfills all 4 Rules of Thumb:

Rule#1 – Audience size must be in between 50K – 300K.

 

Rule#2 – Top categories must show 85%-95% relevant results.

Rule#3 – Affinity score should be huge.

 

Rule#4 – Check the recommend results if they are still engaged or not!

As you can see allnurses.com has all the pre-requisites covered, now I can confidently target allnurses.com as an interest for my nursing niche.

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Secret#2 – Your Niche + Blogs

The second secret to get your targeted audience on Facebook is “Your Niche + Blogs”.

For instance, you aim to generate revenue from nursing niche but you do not know how to?

You just go to google.com and typed nursing blogs in google search bar.

You can see google suggestions for nursing blogs. Open the highlighted link.

 

 

From the provided result, I selected allnurses.com and put it on Facebook Audience Insight.

Now see if it fulfills all 4 Rules of Thumb:

Rule#1 – Audience size must be in between 50K – 300K.

 

Rule#2 – Top categories must show 85%-95% relevant results.

 

Rule#3 – Affinity score should be huge.

 

Rule#4 – Check the recommend results if they are still engaged or not!

As you can see that selected result has successfully passed all the pre-requisites, now you should be confident enough to target this ad interest for your Facebook ads.

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Secret#3 – Your Niche + Facebook Page

The third secret to getting your laser targeted customers via Facebook are pages.

Go to Google.com & type nursing Facebook pages.

Google will show you all the relevant results. Click on the highlighted link.

 

Pick any Facebook page from the opened link and insert that into Facebook audience insights interest section. For instance, I selected National Student Nurses’ Association.

 

Then I put the same interest in Facebook audience insight.

Now verify if this interest has passed all the 4 must have rules.

Rule#1 – Audience size must be in between 50K – 300K.

Though monthly active people count is less than 50K but due to relevancy, I would love to try this interest.

 

Rule#2 – Top categories must show 85%-95% relevant results.

 

Rule#3 – Affinity score should be huge.

 

Rule#4 – Check the recommend results if they are still engaged or not!

As you can see that page is active and it has posted something just 2 days ago.

As you can see that selected result has successfully passed most of the pre-requisites, you should be confident enough to target this interest for your Facebook ads.

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Secret#4 – Your Niche + Magazines

The fourth secret I am going to reveal is the proper use of Magazines audience.

Please keep this in mind that this audience is the most premium audience.

Let’s take bodybuilding as your niche and see what happens.
I went to Google.com and typed bodybuilding magazines.

As you can see that Google suggested me relevant results associated to bodybuilding magazines.

I will just pick one suggestion “Iron Man” to see if it works for me.

I go to Facebook Audience Insights and put my interest iron man.

Iron Man is a relevant interest for my niche. Now check if this interest has gone through all the rules successfully.

Rule#1 – Audience size must be in between 50K – 300K.

After inserting Iron Man as an interest I got to know that it has successfully completed its first pre-requisites. This interest has an active people in between 50K – 60K.

 

Rule#2 – Top categories must show 85%-95% relevant results.

 

Rule#3 – Affinity score should be huge.

 

Rule#4 – Check the recommend results if they are still engaged or not!

I picked one Facebook suggested result “Critical Bench” and you can see that last post it did was 11 hours ago.

It clearly shows that you can target this interest if you are aiming to target bodybuilding audience on the Facebook.

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Secret#5 – Your Niche + Association

The fifth secret to finding your passionate buyers on Facebook is “Association”.

This is another secret that has the passionate + premium audience for any niche. They are extremely loyal customers.

I just went to google and type “nursing association”.

It showed me all the relevant association results that are some how associated with nursing niche.

 

I picked American Nurses Association as in association interest and insert it on Facebook audience insights interest section.

 

Rule#1 – Audience size must be in between 50K – 300K.

After inserting this interest, I got to know that this interest has 300K – 350K monthly active people that fulfill my first rule of thumb.

 

Rule#2 – Top categories must show 85%-95% relevant results.

The second rule was to have 85%-95% relevant results after inserting your interest and you can see that this condition also met.

 

Rule#3 – Affinity score should be huge.

You can see the power right interest as it may give you relevant interest with huge affinity score.

3rd condition fulfilled.

 

Rule#4 – Check the recommend results if they are still engaged or not!

As you can see that last post this page did was on yesterday with good engagement too.

It simply shows that this interest is ideal to target for your Facebook ads targeting as it has cleared all the pre-requisites.

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What Else?

Well, this is NOT the END!

By applying exact method of above secrets, you can find your most passionate niche specific buyers by using these secrets as well.

Secret#6 – Your Niche + Forums

Secret#7 – Your Niche + Brands

Secret#7 – Your Niche + Public Figure

Secret#8 – Your Niche + Communities

Secret#9 – Your Niche + Niche Specific Characters (Sirius Black
of Harry Potter)

Secret#10 – Your Niche + Events

Secret#11 – Your Niche + Authors/Books

There will be some niches where you won’t be able to find relevant interests in using Google. But, worry not as we’ve got another method for you to research such niches and it can be done from the Audience Insight Tool. Here’s how you can do it.

We are going to choose an example niche “Fortnite”. Since Googling “Fortnite + blog/website” comes up with not so relevant results.

In that case, you go to the Audience Insight tool and add “Fortnite” as an interest there.

Go to Page Likes and see what relevant pages pop up in this area. (We see Rockstar Games in the liked pages).

Now, go to the Location area and see what are the popular locations for “Fortnite”.

Since you have enough information. You can go to the Ads Manager to narrow down your audience even further.

Create a new campaign and select any objective for the campaign.

You need to select a location. Since the Audience Insight tool showed you the most popular locations, you can use any one of those here. Choose United States for this example.

You found that people who liked Fortnite were also into Rockstar games. So, add Rockstar games as an interest here.

This won’t narrow your audience entirely, so you need to click Narrow Audience and add an additional interest which is Fortnite. Once you do that, the audience will automatically be narrowed down to people who are into Fortnite and like Rockstar games as well.

You have around 140,000 people as your potential reach which quite a laser targeted focus.

Now, you can go ahead and apply these techniques to hack your way through Facebook Audience Insight. You can easily target your audience and as narrow as possible.

These simple yet intelligent hacks will give you the ability to attract real people that are actually passionate about your niche and more likely to convert.

No longer do you have to waste money on a broad target audience when you can actually bring in hardcore and passionate buyers.

That does it for me! I hope you learned a fair bit about Facebook Audience Insights today and hopefully, it will yield positive results for you.

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Please remember! Your feedback matters a lot to me. Therefore, provide your valuable feedback about the experience in the comments section below.

Feel free to connect with me directly on Facebook or join my Facebook Closed Community.

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Written by Saleem Ahrar

Saleem Ahrar is an accomplished eCommerce enthusiast with a wealth of knowledge and half a decade of experience. A gym-addict and reading enthusiast, Saleem enjoys mentoring newbies with his expertise & knowledge in digital marketing. His belief in the quote “hard work conquers all”, is the defining crucible of his never quit attitude.

32 Responses to How to Use Facebook Audience Insights To Get Sales in 60 Minutes

  1. John says:

    Can’t add facebook fan pages or magazines on interests

  2. Donghyeok Lee says:

    I tried to do this method and target specific groups, but whenever I search facebook fan pages or websites about my niche, It doesn’t show up on the interests section. How can I search for those things?

  3. Manish kumar says:

    What if add NARROW AUDIENCE ?how this work with detail targeting ?

    • if you narrow it further, just make sure that you don’t get this message under Facebook ads manager:

      “Your audience is too specific for your ads to be shown. Try making it broader”

      Else, everything will be okay.

  4. Howie says:

    Hi there thank you for the info. My question is the audience is small as per your advice, will it make scaling more difficult or plateau early? Thanks so much!

  5. Cerebrum Awomude says:

    This is a great articles; in fact it’s an eye-opener indeed. I’ve read a lots of books on FB marketing but no one has ever explained this special way to do targeting. Some of the ebooks I’ve bought on FB marketing aren’t even as rich as this free content. I therefore salute Saleem for this in-genius help.

    I however have a question; for example on Niche + Websites, is it a rule that it’s only one website that should be picked and used in the interest search or one can pick other websites that google search result display?

    Also, is it compulsory that one must apply all the 11/12 areas you highlighted for laser targeting or just a few will do?
    I’ll appreciate your response on this.
    Thanks.

  6. Wed says:

    Hey Saleem,

    I cannot find “Additional interests” selection box nor within Audience Insights nor in defining the audience or targetting within FB Ads interface.

  7. Scott says:

    Hi Saleem,
    Many thanks for the great article – extremely valuable info for those of us just starting out.

    Let’s pretend we’ve gone through our initial phase of testing with PPE using multiple interests in the same niche, say 2-3 top tier interests, narrowing 1-2 interests a couple of times. We’ve tested multiple ad sets with varying creative and landed on a winning ad.

    Do you have thoughts on using a single interest vs. multiple interests (using the narrow function) in ad sets when driving traffic to your site or doing a conversion campaign?

    Thanks ahead of time!

    Scott

  8. Peter says:

    One to add would be people. What I mean by this is if you were in a sports niche such as golf then you would see the top golfers, however, the clever trick would be to avoid the obvious – Tiger Woods, and drill down to the less obvious but still have avid following.

  9. Doron says:

    Hey love the content and makes total sense. However when I put it into practice it’s not finding my interests so easily.

    For example I want to sell coffee mugs. Every site, blog, Facebook page does not shoe up in Facebook insights. What would you do in this situation?

    • Doron, every site, blog, Facebook page will never be available in Facebook audience insights.

      You need to be general/specific when it comes to selling coffee mugs.

      For instance, if you are selling or targeting mugs for coffee lovers, you should have a proper list of those pages/websites or blogs that usually write something about coffee (or related).

      On the other hand, if you choose something general, for example “relationship” mugs for husband & wife, mother & a son, father & a daughter , teacher or a student, husband & a wife and so on, targeting will be general and easy.

  10. Zowpi says:

    This blog is great. Thanks for sharing these tips.
    Bookmarked the site.

  11. Faizan says:

    I am thinKing of starting a store… For book related things.. like bookmarks and merchandise…
    I am following your blog now..
    Have not started selling yet.. not have a solid plan tbh…
    But fb ads is what is what I am thinking to sell the product..
    Do you have any advice ?? ??

  12. Jitendra dabhi says:

    I am start using facebook for affiliate marketing. Hope this post will help me for better result.

    Thanks for sharing this awesome guide.

  13. james says:

    very nice article
    but i would like to asking what is the niche for sunglasses, handbags, watches?
    what is that will make the buyers to buy the item?

  14. maQQeo says:

    Great and useful article!
    Thanks
    M

  15. nkechinyere says:

    Hi Saleem
    i am new in eCommerce
    spending much on facebook ads without result
    can you assist me?

  16. Toby says:

    Hi Saleem
    what is after I do all these procedures, should I move on to create saved audiences? or any more recommendation? please advice bro. Many thanks!

  17. Shamrat says:

    Awesome share brother, thanks a lot!
    Can you tell me how to put this selected interest in my detailed targeting box?

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