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Facebook Ads: How to Select Your Ad Objective and Define your Audience

In today’s article and demo I’m going to walk you through how to select your objective and target audience for your facebook ad. 

If you’re a beginner or newbie with using facebook ads and you’ve been searching the internet looking for a clear step-by-step explanation to how to use ads and set them up, you’ve found it! 

This is article #2 in a series of articles. Click here to learn the analytics terminology for your facebook ad. I promise I make it easy peasy to understand. You should learn this terminology because it’ll help you know how your ads are performing. 

This article covers: 
1. How to select your objective for your facebook ad
2. The different kinds of objectives
3. How to select and define your target audience

4. The demo right above walks you step-by-step through how to select your objective and define your target audience for your facebook ad.

Over the past few years I’ve generate over $60,000 from using facebook ads. I’ve used a combination strategy of brand awareness focused on engagement and traffic focused on lead generation. Adding facebook ads to my marketing strategy has been a smart thing to do. 

How to Select your Objective 

Selecting your ad objective is vital, because the objective is the overall goal you want the ad to achieve. What you select becomes your instructions to the facebook ad machine, telling it how you want your ad to perform and the goal you want to achieve. 

Objective selection takes place in the “Campaign” category or first level of your ad creation.  Inside the Objective section you’ll select your main objective from one of the 3 primary goals: Brand Awareness, Consideration and Conversion. 

The Different Kinds of Objectives
Each of the 3 primary Objective goals: Awareness, Consideration and Conversion allow you to further define your ad objective/goal with by selecting a specific “job” or goal for your ad: 
Awareness – Brand Awareness or Reach 
Consideration – Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages
Conversion – Conversions, Catalogue Sales, Store Visits
The demo up above further explains each of the sub objectives and why you might select one versus the other for your ad objective/goal.
How to Select and Define your Target Audience
At the “ad set” level, you’ll define your target audience. There are three ways you can define your target audience: 
Core Audience – use the default audience settings facebook provide. I don’t recommend you do this because the audience will not be tailored to your specific ideal client.  
Custom Audience – This is an advanced choice. If you have data for people who are enrolled in your email list you can upload this data and create a custom audience. 
LookaLike Audience – Using one or more of your custom audiences you can create a look a like audience by selecting this option. Facebook will “help” you increase your reach by locating similar people who fit the demographics and behavior of your custom audience. This extends your marketing reach and should increase the percentages for meeting your goal. 
The demo up above further explains each of the audience options and why you might select one versus the other.
Before you jump into setting up ads you want to be clear about your ideal client. Your ideal client profile guides all of your marketing actions and sales activity. If you’re not clear or you want a quick refresher, CLICK here for “How to Define your Ideal Client”
Following these steps will help you demystify the process of adding facebook ads to your marketing and sales strategies. 
Create a folder in your computer that will hold everything that relates to your ideal client. 
For example, my folder is titled: “The School of Profit Ideal Client”. Inside the main folder you create sub-folders. For example:
  •  “Lead Magnet”
  • “Main Offer
  • “Prospect Pathway” etc.  
 In the sub folders you’ll put everything that relates to that sub-heading. 
For example, all lead magnets related to attracting and supporting that ideal client will go in that folder. The main offer for the ideal client will go in that folder, and so on.
This system will help you solve one of the top 5 challenges entrepreneurs ask me about… “How to Stay Organized!” #youarewelcome
Here’s a 2 minute video which breaks down all 9 keys to automate your business –> 9 Keys Video
Click RIGHT here for the list of the TOP Marketing Automation Tools successful entrepreneurs are using to Get Their Life Back! There are social media management, blogging creating landing pages, virtual calendars and a whole lot MORE that you should consider using to automate your business for today’s marketing trends.  
These tools will help you automate your business so you save time, serve powerfully and make great money doing what you love. 
I hope this article has helped you understand what a lead magnet is and how to set one up using Leadpages. 
xoxo, Denise Joy 

P.S. Final Three Points

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