“Corrected Transcript:
Okay. As you’ll recall, the structure of our advertising funnel is as follows: Awareness is our cold target, which includes people who have never been to our page or our site. Engagement is for people who have been to our Facebook page but not our site. And then Traffic is for people who have been to our site. Awareness is the top of the funnel, and Traffic is the bottom of the funnel. Each level of the funnel specifically excludes the funnel layers below it. So Awareness excludes Engagement and Traffic. Engagement excludes Traffic, and Traffic excludes nobody. If they’re in the Traffic, they’re in the Traffic period.
What this means is that, for example, when we promote to people who are in the Traffic audience, it explicitly means that they’re not in Awareness. We are excluding them when we’re posting to Awareness and Engagement. This allows us to segment people at different places in the marketing funnel, so that we can independently assess the effectiveness and cost of each of these layers of the funnel. That’s the reason to do those exclusions.
Page Engagement and Traffic are fixed audience types, whereas Awareness is not. For this, we always want to adjust before we spend a lot of money. So we’re going to click the pencil icon here to adjust the targeting, specifically the demographics and psychographics. Oh, it’s actually not at the campaign level, sorry. It’s at the ad set level.
The performance goal is to maximize the number of impressions. That’s what we want here. But we don’t want to use bid control. We want to use the daily budget, which is set to the minimum for us, which is one dollar. This is an estimate of daily reach based on our budget. As we increase the budget, our reach could be as high as 400,000 people. This is just an estimate, so don’t start there until you figure out how much it’s actually going to spend. In my experience, you can tell it to spend 10 or 12 dollars, and it’s not going to spend all of that, especially not on an Awareness ad set.
But we do have to figure out who we’re targeting. So we’ll scroll down here to Audience. Here is where you can see that we have our exclusions, right? Engagement page and website audience. These are excluded. What we want to include is the stuff after it.
For the sake of argument, let’s say I’m going to target men in their career-building phase, ages 25 to 45. And I don’t want to do worldwide. Let’s say I’m going to target the United States. If that’s all I want to do, you can see it narrows down the targeting.
You can also upload a database of people or use a saved audience, but let’s keep it simple for now. This can get you a long way. So, I’m going to use just the United States for the sake of argument, because that way I can be sure that I don’t have to do something special with my content in terms of what language it’s written in.
The estimated daily results show the reach, which is an estimate of the number of individual people that will see my ads on a daily basis. This is for the Awareness audience. Now, if I wanted to, I could adjust the budget. Notice that at a certain level of spend, there’s an inflection point on the curve, which indicates that the algorithm is actually tuned for larger spends. However, for small advertisers, we’re actually ahead of the game in some respects because our dollars are more efficient at the lower end of the spend.
So I’m going to leave the budget at $4 because it’s unlikely that Facebook will be able to spend all of that, especially if I have something running for only three days.
Now that we’ve adjusted our budget and our targeting, you just click publish, and that’s it. This is not a one-time-for-life kind of thing. You’re probably going to want to revisit this as you start getting results. You’ll be able to view charts for each one of your ads and ad sets to see what has happened with them. Understanding that information, you’ll be able to come back in here and intelligently make changes to your daily budgets and other settings.”
