When it comes to Facebook advertising there are plenty of in-house tools that can help you research your target audiences, track your advertising campaigns, and even monitor your competitors’ marketing efforts. In this article we talked about how to set up you Facebook Business Manager account. Now it’s time to leverage that knowledge and take full advantage of every tool that comes free within your Ads account.
Facebook Audience Insights
Facebook Audience Insights is by far one of the most powerful free marketing tools you can find on the internet. It allows you to research your target audiences, save your audiences, and then use them in your campaigns.
But first things first – why this tool is so important for marketers? One of the many reasons is the fact that you can use Facebook Audience Insights to filter different groups of Facebook users based on their age, gender, interests, behavior, relationship status, location, and many other factors. This can give you an idea of how many people would be potentially interested in your offer and even how many of these people you can reach with your ads.
How to use Facebook Audience Insights?
1. Go to your Facebook Business Account and then select your Ad Account
2. From there click on you options button and select Audience Insights from the drop-down menu.
3. The system will ask you whether you’d like to research everyone on Facebook or you’d like to focus solely on people following one of your pages. My advice is not to restrict your research only to your followers.
4. Let’s say you run an online store selling running equipment. On the left you can filter your audience based on the criteria that matches your buyer persona. On the top, the tool shows you how many people match your criteria. Take note that the more you filter your audience the smaller in size it gets.
On the screenshot above we can see that there are roughly 1-1,5 million people living in London, who are interested in running. So far so good but what else does this tool tell us? You can see that approximately 30% of this audience works in sales or in management. How can you use that info? When you craft you marketing campaigns you can use that info in your ads copy. For example your copy might sound like this “Is your job putting too much stress on you? Run away from the pressure with our super comfy trainers…” The thing is Facebook Audience Insights give you insights (pun intended) about your audience and you can use this info to craft customer-tailored ads.
5. Pay attention to these features as well – Page Likes and Location. When you go to Page Likes you’ll see the pages this particular audience likes and follows. Draft pages that you consider your competitors for later research – you can see what content they create and post as well as see what kind of ads do they run (we’ll cover that in a minute).
Obviously, people who live in London and are into running like Adidas and JD Sports. What does this mean for us? We can go JD Sports Facebook page and see what they are posting and what content their followers engage with. This will help us revamp our own social media marketing strategy.
6. If you want to save this audience and later use it in your campaigns, just click the Save button on the top.
Facebook Ad Library
Facebook Ad Library is the place where you can see any ad that currently runs on Facebook. My love for this tool is beyond pure because it allows me to check what my competitors are doing, what copies do they use, what creatives they use, and where they place their ads.
How to use Facebook Ad Library?
1. Follow this link: https://business.facebook.com/ads/library/
2. In the search bar type the page you’d like to check up
Inside Facebook Ad Library you can filter ads by where they run as well as on what platforms do they run. On the top right of each ad you can see where the ad is placed – Facebook, Instagram, Messenger and the Audience Network.
Why is Facebook Ad Library a tool you should use? From here you can keep an eye on your competitors, their ad creatives and copies, and most importantly offers. With this information in mind you can always create better versions of your competitors’ ads and thus improve your own Facebook marketing performance.