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3.5.2 Tutorial

Transcript

Hi, again, everyone, we’re back to talk demographics here. So you can see we’re still here lodged within our ad set of our new campaign. And this will be a page familiar to those of us who have seen the last video where we talked about the different types of audiences we can use. But we’re going to dig deeper now into a custom audience by talking about demographics. So the first demographic we’re going to discuss is location, this can be a really essential one when it comes to properly targeting your ads.

So if we click edit here, we’re going to open up our menu. And if we unselect, New Zealand, we’re probably going to be displayed with a really nice map. Now, we know that we can post ads to anywhere in the world, just because we’re here in New Zealand doesn’t mean we can’t target ads to those in the US. However, for the sake of this display, I’m just going to say that we are targeting those in Auckland. So there’ll be a number to pop up here under the drop down. That’s the one we’re looking for. And it should zoom in and show us exactly where Auckland is on the map. There’s a few more things we’ve got to tackle here when it comes to location. So there’s a number of options we have here, we can target people who are living in or were recently in this location, we can target people who were just living in this location, we can target people who are recently in this location, or we can even target people traveling in this location. So these options are really helpful depending on what type of product here we’re trying to promote.

If we’re looking at a tourism campaign, then it might be more beneficial for us to be targeting those who are traveling in the area. If we are promoting home improvements, the chances are we want people who are living in the location, because they’re more likely to have a home here. Now the last area of discussion around location is this barrier, or this border, we can put around the radius of the city, we can extend this all the way up to 80 kilometers. And you’ll see the updates there visually. And it’s really great to have this visual cue here to show us exactly what we’re looking at in terms of geography. And we can reduce that down all the way to 17 kilometers, which will be the smallest we’re able to target here in terms of a city. Now I just want to highlight here on the bottom right hand side, we’ve got this drop pin function.

So if we click on this, and we’re able to get an additional pin here, and perhaps we’d also like to target people who are a little bit further south, so we can drop a pin towards the south of our current one. And then that switches where our target is, so we can shift it around really easily. Despite the fact that meta says that Auckland’s main hub is right there in the center of Auckland, it might be that we’re actually looking to target towards the south a bit. So that drop pin function can be really helpful in creating a really customized radius. So now that we’ve got our location sorted, we can scroll down a little bit and move on to age.

So you can see here that we’ve got a minimum and a maximum age that we can select when it comes to targeting here, our minimum age can go down to 13. But what’s important to remember is that your independent countries may have laws restricting what you can and can’t target to under 18 year olds. So this is something you would need to check individually, depending on whether you wanted to target that younger age demographic. But if we start at 18, we can work all the way up here to 65 plus, so that’ll target anyone over 65 up to 65. So really the broadest age, age targeting here as possible. When you’re thinking about your particular product, you’ll likely have a buyer persona in mind. So with that buyer persona, and you can start to make some judgments.

Now if your buyer persona, say was 35, it’s totally acceptable for you to target here 30 to 40 year olds as they would fall within that age bracket. It’s very difficult when it comes to selecting these individual numbers as we’ve got way too many options here. So making sure that your buyer persona is influencing your age is really crucial. Lastly, in terms of demographics, we’ll move on to gender. So when we select gender, we’ve got three options. Here we can select a target to all genders, just to men or just to women.

Now, it’s entirely possible that as you’re working through your products, your company may have offerings targeted toward one specific gender. So this really is an opportunity to reduce the amount of wasted ad spend. If it’s a very male focused product, then you don’t want to be wasting your budget targeting towards females and vice versa. If it’s a very targeted female product, there’s no use and targeting men with it. So it really gives us an opportunity there to cut our audience size to make it more specific. 

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