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So if you've never seen what the insides of Facebook ad manager looks like then just simply have a
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look at it. You don't have to pay anything to set up a new campaign.
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You can go to ad manager from your Facebook account. And once you arrive there if you've never done any
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sort of social media marketing, you'll be scared by how much information you have access to.
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So for example, not only can you determine where you want to show your ad to so only in the UK or the age
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range of the people you want to show it to or the gender or the language, but you have really detailed
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targeting abilities. For example like, what is their residential profile,
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are they a homeowner,
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are they likely mortgaged,
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are they likely to be a second time buyer, are they a private home renter and this is the data that Facebook
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and Twitter get from either the users posting it themselves and putting that data into Facebook or from
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census data.
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So it's actually pretty scary and you should realize that any sort of data that you're putting into
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Facebook or you're telling your friends via Facebook will get used against you in advertising.
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So for example, you can quite easily target all the women who have changed their relationship status
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from single to engaged within the last two weeks.
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And if you're a wedding photographer or if you're a wedding band, then that means that every single one
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of your ads is being shown to a potential customer rather than just anybody.
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So part of is the audience targeting
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is really really useful.
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But the thing that you have to be aware of is to not make your target niche so small that that pointer
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is in the red area.
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So you want to keep that point roughly in the center and that usually equates to half a million to a
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million people.
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And the reason for that is because not everybody is simultaneously on Facebook.
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If you don't have a lot of time, you want your ads to show up to as many relevant people as soon as possible.
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So we usually say try to aim for the needle roughly in the middle and don't make it too broad or make
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it too specific.
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It's roughly in this area that you get the best chance of your ads performing well.
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So even though you can see that the potential reach is 20 million people the estimated daily reaches
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only about 500 to 1300 people.
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Now if you up your daily budget to say 20 pounds, then that number will go up.
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But we're really looking for the low hanging fruit.
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So if your potential reach was only 10,000 people, then your daily reach at a reasonable budget will only
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be like 10 people which means that you're not really advertising at scale.