Show Notes:
You’ve heard of getting in-front of the right people at the right time with the right offer? Well, if you fail at step 1, getting in-front of the right people, then you’ve doomed your funnel and your campaigns from the start.
In today’s episode I’m talking ALL about laser focusing on your ideal audience with your targeting. Best way to set it up? What kind of audiences should I use? What size should the audience be?
Not only will proper targeting get in-front of the right people, it will usually lower lead costs! We at the JW Agency are after quality over quantity, so weeding out the wrong people is first on our list so our clients don’t waste their resources and business opportunities. Ready? Let’s dive in!
Share-worthy Quotes:
“Quality leads are most important and getting in front of the right audience is instrumental to lowering your overall cost.”
“At the end of the day, you don’t just want opt-ins, webinar leads, or challenge participants. You want sales. You want revenue.“
“Targeting the right audience means you’re getting in front of the right people which means high click-through rates and higher quality leads.”
“Messaging and copy goal is to either repel or attract your ideal avatar.“
“Without proper targeting, you’re not going to get the leads and you’re not going to get the results that you want.“
Get the Transcript here:
Episode 19 – Locate Your Ideal Clients With Laser-Focused Targeting
Hey, I’m Jess Walman, Facebook ad and digital marketing expert. Welcome to the Ad Agency Secrets Podcast, where I help you take the guesswork out of your ad spend and replace it with profitability. Now is your time. Revolutionize your life and create the impact you desire all while freeing up your precious time. How? By taking a sneak peek at the exact methods our full-service ad agency uses for our A-list clients while managing over $1 million per month in ad spend. Learn what is and is not working from Facebook ads to copy, to funnels into your overall marketing strategy. Implement these tips and strategies inside your business today, and get ready to explode. Grab your coffee and get ready for the Ad Agency Secrets Podcast.
Hey guys, welcome back to the Ad Agency Secrets Podcast. So if you have been online at all, if you’ve been on Facebook, Facebook advertising is going a little wonky right now. A lot of little updates are happening, but don’t fret, don’t worry, I’m going to be putting out another episode soon. Lots of little changes happening based on the Apple iOS update, but don’t be scared if you follow me. I posted content on some steps you should be taking now and you should have already taken, hopefully by now, to ensure you are up to date with domain verification and a couple other steps, but there’s more happening so I will definitely be doing another episode soon on it. But if you are worried about it, don’t fret. A lot of information out there and then a lot of people saying to do this or to do that, follow me, and I’ll do my best to guide you in the right direction.
Today though, I want to talk about targeting. We’re going to talk about how to get laser-focused on your targeting and what you should be looking for, and go over some of your common questions that I get asked anytime I do any type of Q and A’s for coaching Q and A’s. So let’s talk a little bit about targeting the goal, with your targeting is getting the right people through the funnel at the beginning so that you aren’t bringing the wrong people through your phone. If you don’t bring the right people through your funnel at the very top of the funnel, what’s going to happen? They don’t get any better as they go down the funnel, right? So you’re just paying for the wrong people to go down your funnel, your pain to retarget the wrong people and at the end of the day, you’re not going to get the leads and you’re not going to get the results that you want.
So why is targeting so important? With the right targeting, it will increase certain stats in your ads such as your click-through rate. So if you increase your click-through rate which means more people who see your ad are clicking through in your ad, this will then decrease your cost per click, this means how much it costs for someone to click on your ad. When you are trying to go broad and you haven’t seasoned your pixel yet, or you’re targeting the wrong audience, this is why targeting is important, what it does with the right audience means you’re getting in front of the right people who want to click on your ad so you’ll have increased higher click through rates, which will decrease, for the most part, your cost per click.
So when we put this in an example for you, I’m a visual person. Let’s say you spend a hundred dollars and your cost per click, again, somebody who clicks on your link to your page is $10. A hundred dollars divided by the $10 link click is 10 clicks to your page, that’s it. So you spent a hundred dollars, you get 10 clicks to your page. However, if out of that hundred dollars, your cost per click was $3, then a hundred dollars divided by $3 is 33 clicks. Big, massive difference, right?
More traffic to your page, which ultimately should lead to more conversions, and it was the same cost, you’d get more bang for your buck. One of the things we look at for click-through rate so that you can see the bottleneck, actually I’ll talk about it in a second, so one thing I want to say is the point here is also with the right targeting like I said before, it’s getting the right people down your funnel, so you’ll get more qualified leads into your funnel. At the end of the day, we don’t just want opt-ins, you don’t just want webinar leads, you don’t just want challenges, you want sales. You want revenue. So quality leads are very important, it is why targeting is super important.
At the end of the day, my clients at the JW Agency, they don’t care if I tell them we got 500 leads into your webinar. If they tell me: Oh, we had 50% of those people join our Facebook group and they all seemed like they were not the right person, they’re not who our ideal avatar is. What does that mean? It means they’re not going to get the sales that they want on their challenge, on their webinar. So it’s huge, it’s huge to get the right people in the funnel. Now you will always hear me say targeting is not the end all be all, messaging is a huge piece of getting the right people into your funnel but if you’re in front of, let’s say cat owners, trying to promote dog food. Well, it’s the wrong audience. They won’t even stop to look at your ad.
That’s why the right audience is instrumental to your overall cost. If you look for a CTR, click-through rate link about 1% or higher, that’s what we look for for our clients. That’s what we look for and that lets us know if we are getting in front of the right person. So I guess I’m going to go back to how do you know if you’re targeting a problem? So that’s a big question. People have asked, how do you know if your target is even a problem? Well, you probably already know that because you’re not getting the results you want but your click-through rate link, your CTR link is lower than 1%. That means it’s probably partly your audience’s fault. Not fully your audience’s fault, that’s partly your audience’s fault to might mean you’re not getting in front of the right audience.
Another indicator is if your landing page is converting low. I actually have really high standards when it comes to landing page conversion rates, I like to see lead magnets convert at 60 or 65% or higher, and then I like to look for webinars and challenges, and video series. I like to see those convert around 40 to 45%. A lot of people will say: Oh, if it converts at 20%, you’re good. I am not a believer in that. I feel like if you’re converting at 20%, your page probably needs a lot of help for real, but it could also be an indicator that you’re targeting is off.
But here’s the thing, if you do a good job with your copy, so let’s say you get in front of the wrong person, but your copy and your ad speaks to your ideal avatar, it’s crystal clear what the offer is, it’s congruent with the landing page, and then they get to the landing page and they don’t opt-in, I don’t know. I feel like it’s your page at that point, it looks like you got in front of the right people.
Those are two indicators, put that down in your notes. CTR link is lower than 1%, targeting could be a potential problem. Your landing page converting pretty low, I’d say 20% or lower, which means your targeting is probably off. It also probably means your landing page needs a lot of help, which we’ve gone over in different episodes on how to create a higher converting landing page, but then you want to look at your targeting. So you want those to be higher, and those are higher than that means you’re probably getting in front of the right people.
Here’s a common question people ask me, what’s the best audience size? Everybody asked me that question, I think I literally got asked that question three times this week on different coaching calls I was on. There’s a magic answer for that, except for, we probably aim here at the agency for anywhere from 1 to 3 million for an audience. That being said though, if we find a really, really large audience, 8 million, we’ll target it, then we’ll see how it does. Sometimes it does well, and sometimes it doesn’t, just like your 2 million size audience may or may not do well. So sometimes we do larger audiences just to see how they do and sometimes we do smaller audiences. Some people will ask me, I’ve got a 300,000 person audience or a hundred thousand person audience, or a 60,000 person audience, which sounds really small, they’re like: That’s too small. I need to go bigger.
What I always tell people is that if it’s really niched, if the audience you chose is super niche to your ideal audience, to your ideal avatar and no one else is in this audience but your ideal avatar, absolutely targeted. Now, it’s a smaller audience so the benefit is you’re going after the extremely right people. What does that do? That seasons your pixel. Seasons your pixel with very, very on-point prospects and audiences so that when you create look-a-like audiences later, that also helps your pixel get smarter and help Facebook serve your ads to more of the people that are responding to your ads, that’s fantastic.
The one problem with it is that that specific audience might fatigue a little faster. It’s a smaller audience so if you’re putting a lot of spend into it within a certain timeframe, it just all varies, it might start to dry out. The lead cost might go up, your click-through rates might go down. Your cost per click might go up, your frequency might go up because again, you’re fatiguing the audience a bit. So sometimes when that happens to us but we know it was a really, really good audience, turn it off for maybe two or three weeks, and then we’ll turn it back on, and hopefully, it has another few weeks of lifespan before we get to turn it off again.
So I’m not against using those audiences if it’s really good. Now, if you only have a bunch of 60,000 size audiences, you’re not going to be able to scale very quickly. You’re going to have a lot of audiences fatiguing super fast, you need to have a variety for sure. I’m just saying that if you have one or two small audiences alongside the bigger audiences, then you’re okay to use it. So hopefully that helps some of you, I know you guys are seeing some really small audiences that are really ideal for you, and you’re like: Man, it’s just too small, I can’t target it. You can, you can, I’m giving you permission to do it.
Now let’s get a little bit more granular. Let’s talk about setting up your audience in your ad set. I want you to remember this. You want to target who your ideal avatar is and what their problem is, if at all possible. So who your ideal avatar is and what their problem is, so let’s give you an example. We recently had a client who did a challenge and they teach Montessori to new parents or newish parents, parents who want to teach their children, Montessori are interested in going that route. And so our client teaches the parents the tools and gives them the educational pieces to teach this to their kids, kids that are three and under so they’re very specific year. You could do one of three things here and really only one of them is going to get you in front of the right person.
So you target moms because she went after the moms. If you do that, if you just targeted parents and just targeted women, or just targeted moms, you’re thinking: Well, that was the target on moms and I’ll find people who might be interested in Montessori. But the problem with that is you could be targeting me. Someone like me who is a mom, but I can tell you right now, I’m not interested in Montessori. So you will be getting in front of a lot of people who are not your ideal avatar. Now let’s go the other route, you are just targeting people interested in Montessori. Yes, you could do that but then you might be going after non-parents such as educators or teachers who do research on Montessori.
So if you could combine the two, then you’re going after moms and Montessori. If you could target moms who have moms, parents who have shown interest in Montessori, you do that by saying that in your ad set level: I want to target moms and actually for this specific case, we can actually do an age range which was even super focused, and then narrow down by there’s an option that you click. This is narrowed down by, and then you could say, now I’m going to go after those who are interested in Montessori or those who are interested maybe not even in Montessori, but even other learning types.
But do you see how I’m narrowing that down? I’m going after the moms who are interested in Montessori, I’m personally not going to be in that category. Hopefully, that makes sense, narrowing it down. Another example, like business owners, let’s say you’re looking at business owners who are interested in marketing or digital advertising. You could go after business page admins or CEO job titles, then you can narrow it down by online advertising. So for me personally, if I was looking for people from my agency, I might say, I want to go after business page admins and people who have the CEO as their job title. Narrow it down by those who are interested in online advertising, they’ve actually shown an interest in paid advertising of some kind. So that’s specific.
That’s two sets I’m getting from the right person with the right interest and or problem. Let’s say someone is looking for love, again, you can target who they are by targeting singles that is an option in Facebook, and then you can narrow it down by what they’re interested in, what their pain point is, which is love. So you go after match.com or Plenty of Fish, or all the other relationship matching sites. No one should be going to those sites unless they’re single, or no one should be even in that audience unless they’re single and looking for love, or at least I hope not.
That’s another story but if you targeted singles and then you’d narrow down by match.com or Plenty of Fish, you should be going after your very, very specific audience. So now, because there are cases like this, let’s say that you can’t target who your avatar is, I don’t even know. Let’s say you want to target roofers, people who do roofs, I don’t know, roofers and you can’t find a way to target who they are. Then other possible solutions are targeting things that are very specific to them like targeting materials that they use or gear that they wear that is solely for roofers. If you can do that, then it would be highly unlikely that anyone else outside your ideal avatar, we’d be looking at that and interested in that.
You’re probably not going to see me looking at that. You’re probably not going to see most people unless they’re in that industry. So hopefully that makes sense, you can get very specific on who and then their problem. If you’re just doing one or the other separately, sometimes you’re going to categorize other people in there. Other ways to narrow down are by behaviors such as shopping, or life events like newly engaged or anniversaries. We have that for a Rose company, one of our clients that sells roses, we’ll do life events such as newly engaged or anniversaries. Again, this is only if it’s applicable.
Parents such as our client who was going after parents. Education, If you’re trying to go after doctors potentially, or people who at least have a degree because it’s important for your offer, at the end of the day. One thing that I like is organizations, so think about organizations that your ideal avatar may be a part of. So if you’re going after chiropractors, then look for an organization like a chiropractor organization. There are plenty of them, I’ve done this before. There’s dentists, there’s actual dental associations and organizations and most likely if someone has shown interest in that organization, then they’re probably going to be that person, that chiropractor, that doctor.
We had clients who are parents who had children with autism. So one of our best performing audiences was going after parents and then narrowing down by several autism associations and organizations, and that did really, really well because again, that went right after who they were and what the problem was.
These are just examples, but hopefully, you can understand exactly what I’m getting at in the two areas that you really need to hone in on when you’re doing your targeting. Now I’ll touch base on messaging and copy for just two seconds as I close this out. I always say messaging and copy is super important and will either repel or attract your ideal avatar. So spending time here is crucial to attracting the right people into your funnel. I’m not going to go in-depth there, but if you read your copy and you feel it’s too general or could speak to multiple people, the same thing with your audience when you’re doing your audience. If you look at it and you’re like: A lot of people could be in this category outside of my ideal avatar, then you’re being too general. So same with your copy, same with your audience. The more specific you are the better.
Hopefully, this makes sense. Hopefully, this was helpful. Start jotting down your avatar, separate out who they are and narrow down by what their pain is. If you can make a list of what that could look like, look in Facebook, see what is targetable and separate these out into different ad sets so you can test them separately to see which one is actually converting higher, getting you the highest click-through rates, getting you the lowest cost per clicks, because that’s where you want to start allocating your spend and scaling up.
That was my quick download on laser targeting to find your ideal avatars on Facebook. I will see you guys in the next episode, ciao.
Looking to partner with a leading marketing agency to scale your ads and increase profitability? Our team of experts at the JW Agency, from copy to design, to media buying to funnels, and to your overall marketing strategy, can help you cut through the noise, make your competition irrelevant and help you impact thousands of lives with your product. So if you want help navigating your marketing to increase profits, then apply with us today to see if you’re a good fit at gpsmyads.com. Again, that’s gpsmyads.com.
LISTEN AND SUBSCRIBE!