Episode 1:

PAID AD AUDIENCES

ITS EASIER THAN YOU THINK

Audiences are an essential part of creating successful Ads campaigns. You need to know who you're targeting, and what you're trying to achieve with your Ads, in order to create the right audience for your campaign.
There are a few different ways to target audiences with your Ads: * saved / targeted * custom * lookalike and in this episode I dive right in and show you that it's easier than you think to set up.

Show Transcription:

Welcome to pay to play paid ad strategies. I'm Stacey Hughes. And I love using paid ads to grow my business. After discovering the power of paid ads, I became obsessed. And now I've made a business out of it. And I want to share new strategies. So we can use the power of pay to play to really amplify your social media content, and go from being the world's best kept secret to getting you the visibility you deserve. Let's get started. Hello, it's Stacey Hughes. And this is the first episode of pay to play. Today, we're going to chat about audiences. Now audiences is something that you need to think about, before you even start setting up your Ads campaigns. It's something I always recommend to people that they go into audiences and set this up first, before they actually start setting up their campaigns. Now, that's not to say you can absolutely set your audiences up when you're setting up your campaign. But I just find there's just so many things to do and steps to take when setting up your campaign, that it can all get a little bit overwhelming if you're doing your audiences there as well. So it is easier if you have a think about your audiences first, and go into the actual section called audiences and set those up, name them correctly. And then it's a little bit easier to use them when you then go and set up your campaign. So I just wanted to go through a few examples of audiences. So what I like to think about is, where are your people right now, and who you want to target. So if you haven't run ads before, do you have a lot of followers on Instagram, and maybe you want to reengage, reengage them, and tell them about something. So maybe you have an upcoming webinar, or you're about to launch. And you want to tell them about something that you know, an offer that you have. So a way you could create an audience of those people is create an audience of people who follow you on Instagram. You can also do this with Facebook as well. So if it's been a while that since you've posted on your Facebook page, and you've kind of ghosted all your followers, you could do a little bit of an awareness post or AD. And target those people who've engaged with you on Facebook. Another way, if you have a customer list of more than 1000 people, that is something you can upload into Facebook, and create an audience of those people. So you just need at least their name and email address. As minimum. You could do name, email, mobile address, date of birth, country. And yeah, I think that's about it. But yeah, if you've got at minimum, if you have just their name and email, that is something that you can upload and create an audience out of another way is maybe you've posted a video on Instagram, or Facebook, or maybe you've posted a viral reel. So you can go and create an audience of the people who've watched that video. And if it's multiple videos, you can also group them all together and create an audience of those people. So maybe you've done a few reels lately. They're getting great traction, great people are, you know, watching them and you want to, you know, tell them about something particular specific. So you can create an audience of those people and do that. Maybe you've got a video ad running. So I often talk about video views campaigns being a really cost effective campaign to run if you're just starting out. So maybe you've been running an ad, you know, with with something that's just creating awareness around who you are and what you offer. So you could definitely then build up an audience of the people who've watched that video ad, so we'd call that retargeting is another name, to call that as well. So some other things you can think about is specific actions that people may have taken. So maybe people have come to your sales page. So you could create an audience of those people. Or maybe it could be a particular page on or another page on your website, you can so you can build up an audience of those people as well. Then you can also add in some exclusions. So maybe they've gone to your sales page and they haven't purchased yet. So then you can really tailor your messaging to those people. Another really great one to do that. You may not have thought about is anyone who's ever initiated checkout with you. So you can you can do initiate checkout and not purchased. But if your audience is quite small, then you can just do anyone who's initiated checkout. So you may get some people in that audience that have purchased, but you're just trying to, you know, target your ad to the people who haven't purchased yet. So as long as your messaging and your creative targets that, then you know, your people that have purchased, they may see the ad in their feed, but they'll just self self exclude themselves. And that's all you can really do when you do have a small following. 

Now, my hot tip, something I like to do, is to actually group some of these audiences together. So you know, and I call it a super engaged audience. That's what I named the audience. And then I group a few of those things together. So maybe it's all the people that following me on Facebook, and Instagram, and maybe they've been to my sales page as well. So have a think about all of those types of audiences. And just know that you can group them together to create a bigger audience, that also is great for people who do have those smaller volumes, who are just starting out, there's some ideas there that you can sort of build up your audience a bit more. Now, if you are just starting out, and all of those examples that I gave are just too small for you right now, then the way that you can target cold audiences, is by using saved audiences. So it's a bit of a funny name, it doesn't kind of really mean anything or make sense. But se does where you can sort of create targets, I call it I prefer to call it targeting. So it's more, you know, on the interest based behaviors, on the location, the gender, the age, you know, those kinds of other specifics that you can use to build up an audience. So for myself, I like to target online course creators. So I choose people who might be interested in James Wedmore, who's interested in you know, Amy Porterfield, those types of people that don't know, if you're following those types of people, then you're probably an online course creator. So have a think about your target audience or your right fit client, you know, who are they listening to? What pages are they're following? You know, what, you know, who are they so are they mums? Are they engage shoppers, you can that is one of the, you know, behaviors you can add in and build up an audience of, so that's a quite a good one. Because, especially if you're in the online course, space, you know, if the person is an engaged shopper, they're quite savvy to buying something online. So if that kind of works in with your audience, then definitely use that one. Another good one that I often use is Facebook page admins, because I find if it's someone who is the administrator of Facebook page, then they're generally the business owner. So you'll want to target those. Another interesting one is anyone who has paid Facebook, you can put I think it's 30 days, 60 days or 90 days. So anyone so that would mean anyone who's running ads. 

So you know, generally, if someone's running ads, they're you know, you're a bit more business savvy, or marketing savvy, savvy, that type of things. So if it's, if you've got a, you know, something that can help a business owner with their marketing, then maybe it is someone who's running ads that you want to attract. So that's a, that's a good one that you can use to build up your audience. Now with all of these audiences, you can then create what's called a look alike. So it's a confusing word. I know a lot of people don't know what that means. But it just means a look alike of of the audience that you've already created. So just say you have a lot of followers on Instagram, and you know that they're your right fit client, you can create a look alike audience of them. So you say to Facebook or meta, go and find me all of those people that are the same as my followers. So you can build up a super like I talked about before, a super engaged look alike audience. So I like to do that as well. So I go and create look alike audiences of all the other audience, all the other custom audiences I have created. And then I call that a super engage lookalike audience. So it's a cold audience. So my messaging has to be to people that have never heard of me before. But that is the way that I think about local lights. And you know, they can be really powerful as well. But again, with all of these audiences, it's all about testing and measuring. To find out you know, what types of people are engaging with your ads. It's also important to think about, you know what What you know what stage the customer customers are in in the customer journey. So they top of funnel ads middle of funnel or bottom of funnel ads, so your messaging and your creatives are going to be tailored to that. So you also need to think about that with your audiences as well. So I do have a training on my YouTube channel a bit more, sort of visually go through audiences and how to set them up. So I go through the three types, which is custom, lookalike and saved. So if you want to check that out, I'll drop the link in the show notes. And you can go on to YouTube and follow along with me and set those audiences up. So I'd love to know how you go. So I'll also send all my contact links, so you can let me know what audiences you create. And if you need a little help better help with workshopping, just comment below, on my podcast, post, and I'll be able to give you some shoot suggestions as well. Client shout out. So today, I want to tell you about a client of mine, Jamie Abbott, she has just launched her online course paid to speak. So she helps entrepreneurs find their voice and learn how learn the skills to create a business or you know, the skills to become a professional speaker. So I recently did her launch ads for her, she did a fantastic launch a 30k launch for her first launch. We did work on a lot of awareness ads like to her webinar. But the one one type of ad that I wanted to talk to you about today was she runs a lead generation ad where it's a checklist for speakers. So it's some top tips that speakers might download, if you know they want this checklist. So the really interesting thing about this, though, is that two people download the checklist and we zap that lead information into Kajabi. And then Jamie puts them on an email sequence where she tells them about a ebook that she has that she sells for $15. So that's really a really great way to sell something low cost, because if someone is thinking of working with you, and her course is 997. So you know if they want to see if they like Jamie sort of you know, first before they invest in something like 997, it's a really great way to do that by selling them something low cost, which she has done with an ebook. But the really interesting thing with ads is that the actual cost or the purchases that she's receiving from the e book is actually offsetting the cost of her ads. So that is a really great scenario that you want to be in. Obviously, you know, it'd be even extra better if she's making money from her tiny offer. But at the moment, she's just offsetting the cost of her ads. So she's building up her list, getting ready to launch again in November, getting people onto her database. So she's further nurturing them, telling them more about herself and her offers, but she's also offsetting the cost of her ads. So really, really great strategy. I actually really love that strategy. And I'm thinking of a way to implement it for myself. But I always tell other clients about this as well as something to think about, do you have a tiny offer that you could give to your clients when they sign up for your lead, because not only does it help build up a quality database, because if people are going to spend some money with you, they're also not going to be the ones who are just downloading your freebie, and then unsubscribe from your list. So if they downloaded your freebie, and then purchase an ebook, you know that they're going to be a better quality lead to buy your online course. So really have a think about that, and how that could work for you. Now, do you have all of your followers on Instagram? Do you have a really big followers list when you post something on there, you get lots of engagement. But when it comes to your database or your list, you don't have as many people as are following you on Instagram. Now I've got a way to get those people out of Instagram and onto your database. So this is great for Kajabi course creators. I'm going to show you a way on how you zap that lead information. Get the person's name and email and put it into your Kajabi I count. If you're not a Kajabi user, it still could be relevant for you as well. As long as you have some type of database, we could use Zapier to get that lead information and populating the database. So I'm going to be running a two hour workshop, where I am going to show you how to do this. So all you need is an amazing lead magnet that you know that your rockstar clients want. It's ideal if you have Kajabi. Already, you do need Zapier the paid version. And yeah, it's going to be two hours or workshop and I'm going to show you how to set up an ad campaign. We're going to go through it together and make sure you're all set up correctly. And we're going to get those Rockstar client out of Instagram and onto your database so that you can continue to further nurture them up with email. Because as we know, that is the best way for people to get to know you. So if you'd like more information on that, go to the show notes and there'll be a link on when my next paid workshop is. So that's all we have time for today. Thank you so much for listening to my very first episode of pay to play. Please subscribe and let me know in a review what you think of pay to play so far. I'd love to know. Thank you!