Facebook AUDIENCE INSIGHTS Has Gone! Find Facebook Targeting Options This Way Instead...

TL;DR

Facebook Audience Insights is gone; use Ads Manager for targeting.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about the fact that facebook audience insights has gone facebook have retired their audience insights tool it was a fantastic tour we used to use it all the time to find high quality facebook targeting options but that's no longer available so there's new ways that you need t... Read More

Key Insights

• Facebook Audience Insights tool has been retired, and marketers need new methods for targeting on the platform.
• The new Facebook Insights tool is not an adequate replacement for the old Audience Insights tool.
• Marketers should use Facebook Ads Manager to find targeting options by exploring interests, behaviors, and demographics.
• Detailed targeting in Ads Manager involves searching for relevant terms and compiling a list of potential audience options.
• Testing different targeting options is crucial; create separate ad sets for each interest to identify top performers.
• Lookalike audiences based on previous customers can offer superior results once sufficient data is collected.
• The process of finding targeting options is more intuitive and requires industry knowledge and instinct.
• Despite the absence of Audience Insights, marketers can still achieve success by leveraging detailed targeting and lookalike audiences.

Questions & Answers

Q: What happened to Facebook Audience Insights?

Facebook Audience Insights has been retired and replaced with a new tool called Facebook Insights. However, the new tool does not offer the same level of functionality or targeting capabilities, prompting marketers to seek alternative methods for finding effective targeting options.

Q: How can marketers find targeting options without Audience Insights?

Marketers can use Facebook Ads Manager to explore detailed targeting options by searching for relevant interests, behaviors, and demographics. This involves a manual process where marketers rely on their industry knowledge to identify potential audience segments that align with their business goals.

Q: Why is the new Facebook Insights tool not a suitable replacement?

The new Facebook Insights tool lacks the specific targeting capabilities of the old Audience Insights tool. It provides generic audience data that is not tailored to specific interests or behaviors, making it less effective for identifying high-affinity targeting options that can drive campaign success.

Q: What is the importance of testing targeting options?

Testing different targeting options is crucial for identifying which audiences perform best. By creating separate ad sets for each interest or behavior, marketers can analyze performance data and determine which targeting options yield the highest engagement and conversion rates, allowing for more effective campaign optimization.

Q: How do lookalike audiences enhance campaign performance?

Lookalike audiences are based on previous customers or leads and are designed to target users who exhibit similar characteristics. Once sufficient data is collected, lookalike audiences can provide highly relevant and effective targeting options, often outperforming traditional interest-based targeting and leading to improved campaign results.

Q: What is the process for using Ads Manager for targeting?

The process involves searching for relevant terms related to your industry in the detailed targeting section of Ads Manager. Marketers compile a list of potential targeting options, assess their audience sizes, and test them in separate ad sets to determine which options deliver the best results.

Q: What challenges do marketers face without Audience Insights?

Without Audience Insights, marketers face the challenge of manually identifying effective targeting options. This requires a more intuitive approach, relying on industry knowledge and instinct to find relevant interests and behaviors, which can be time-consuming and less precise compared to the capabilities of the old tool.

Q: What is the role of instinct and industry knowledge in targeting?

Instinct and industry knowledge play a significant role in the manual process of finding targeting options. Marketers must use their understanding of the industry and customer behavior to identify potential interests and behaviors that align with their business goals, as there is no automated tool to provide this data.

Summary & Key Takeaways

• Facebook has retired its Audience Insights tool, which was widely used by marketers to find effective targeting options. The new Facebook Insights tool is not a suitable replacement, prompting a shift in approach.

• Marketers are advised to use Facebook Ads Manager for targeting research by exploring detailed targeting options such as interests, behaviors, and demographics. This involves a more intuitive and hands-on approach.

• Testing is essential to identify the most effective targeting options. Once sufficient data is collected, lookalike audiences based on previous customers can significantly enhance campaign performance.