15: Audience Targeting: What sets Meta Ads Apart

Have you met Moira? Find out if your business is ready for Meta Ads by taking this quiz on ChatGpt!

In this episode, Stacy Covitz discusses effective audience targeting strategies for Meta ads, focusing on three main types of audiences: cold, warm, and lookalike. She emphasizes the importance of understanding these audience types to optimize ad performance and shares insights on an underutilized audience type based on video views.
Takeaways

If you're not seeing results with Meta ads, this episode is for you.
There are three main types of audiences for Meta ads: cold, warm, and lookalike.
Cold audiences are for testing and targeting broad interests.
Warm audiences consist of custom audiences who have engaged with your content.

Lookalike audiences resemble your best customers and can help in scaling.
A hundred percent video view custom audience is often underutilized.
Targeting specific interests can lead to better ad performance.
Using video views can help identify highly interested audiences.
Engagement metrics are crucial for defining warm audiences.
Understanding audience types can save money on ad spend.

Grab my free resource to set up your Facebook ad account!

Transcript

Stacy Covitz (00:02)
Alright, if you are running meta ads and not seeing results, this episode is for you. Last time we talked about are you targeting the wrong audience? This time we're going to get a little bit more specific and we're going to break down what kind of audiences you actually can use on meta ads. So I'm going to give you the quick and dirty on each type.

And if you stick around to the end, find out which one is underutilized that I really love and could probably save you money on your ad spend. ⁓ so I'm Stacey Covitz and we're here again for another five minute quick tip episode. And let's talk about the three kinds of audiences that you can target on

Facebook and Instagram ads. Starting with the first one, cold audience. What is a cold audience? That is you are targeting either something specific or you're letting Meta decide using their algorithm and I gotta tell ya, it's getting really smart. So you could go broad.

You could find one thing, I suggest one thing, like people that are interested in podcasting, let's say. Don't go lots of different layers, just one thing. Or you could do a certain area, a gender and age range, something like that. That is cold. Who is cold audience targeting for?

couple things. Either you don't already have an audience or following or people that you that you target or you're testing, you're testing out messaging, you're testing out creative or ad a product, something like that. So that is cold. Some people call it broad. And let's talk about warm. Warm audience is custom audiences.

in Facebook speak. it's a beautiful thing. can create these custom audiences and that is essentially people that have

engaged with you either on your website or on Facebook, on Instagram, they've watched a video, they've clicked a certain link, you could upload your email list. So these are all the people that already have shown an interest in what you have to offer. So that's called a warm audience.

Now, this is a beautiful thing. A lot of people don't know about this one. This is called what you can do in Facebook ads is called a lookalike audience. So you could take your best performing audience. Let's say it is your email list. Your email list is filled with buyers and people that are extremely interested in you. Yes, you could target them. That would be a custom audience.

But Facebook has this beautiful thing called lookalike audience. So what you can do is you could create a lookalike audience that mostly what Facebook will do is it mostly resembles what type of people are in your email list. And you can go as close as 1 % and all the way up to 9, 10 % I believe you can go up all the way to 10%. So when would you want to do this?

You'd want to do this probably when you're scaling or let's say maybe you feel like you've exhausted your email list. So that's lookalike audience and that's a really, really robust feature. And a lot of times it works really well. Okay. So those are the three types of audiences. We've got your cold.

Remember that's broad, you don't already have an audience and you want Facebook to do their thing or you want to target by one or two things. You have warm. These are people that have already shown an interest in you either by going to your website or interacting with you on Facebook. And then you have your lookalike audience and those are the audience type that resembles

an audience, a custom audience that you already have. And I had promised that if you stuck around to the end, I was going to share with you one of my favorite audiences that is underutilized by advertisers. And this is the a hundred percent video view, custom audience. What does it even mean? Let's say you are doing a video view. Let's say you want to find people that are

really interested. So you run a video view campaign and I like it especially with when it's a longer video a minute, two minutes, something like that. And especially if you're a very niche down either business type or you have a niche down audience. So you have this

two minute, one minute video and it's very specific, either a how-to, very specific about something that most people wouldn't care about, wouldn't be interested in or something like that. Now you create a hundred percent view custom audience. That means you are capturing all the people that watched every second of your video.

So if your video is about, let's say how to teach golden retrievers that are 12 years old, how to jump through a hoop. That's pretty specific, right? And your video is two minutes long. I mean, golden, this is probably a bad example because golden retrievers are so cute. Maybe a lot of people would watch it. Let me find something different. So let's say it is something boring. How to watch paint dry.

Okay, so two minute video about how to watch paint dry. Who's going to watch that? Either someone who has too much time on their hands or someone who's really interested in whatever product you have, right? So that audience could be golden. So thank you so much for sticking around to the end and getting that last, that last little nugget and I will see you next time.