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When I was a kid I had this awesome keychain Pikachu toy. Despite my lack of keys or even the need for a keychain, I carried it everywhere with me. It was the coolest thing my seven-year-old self had ever seen. It looked just like my beloved yellow Pokémon, could sit on the table next to me, and every now and then would emit a loud “PIKA”. That sound filled me with the joy only a child can experience, and as I got older I tried to see if there was a way to get it to say “pika” whenever I wanted it to.
Looking it over, there was a small button-like thing on the bottom of Pikachu, but it was solid plastic and couldn’t be pressed. However, I found that through lots of trial and error, that if I flicked it just the right way, I could get it to say “pika” one out of about 10 times. Not bad for an eight-year-old.
This toy disappeared to the ages as so many do, only to be re-discovered by my 20-year-old self, who remembered the difficulties and joy I had at getting that Pikachu to “Pika”. Looking it over, I discovered that the button I used to flick…was actually a dial! I had apparently flicked it just the right way as a child to make it spin and trigger the mechanism inside that got my Pokémon to speak.
What Does This Have to Do with Facebook Audiences?
As with my command over my Pokémon, there are stages of making Facebook ads/audiences, starting with the pure joy of being able to post ads for people to see, to targeting more selectively, to finding that perfect combination of factors for your specific audience. Every company, product and service is as different from each other as their Facebook audience will be. There is no “perfect formula” for making a Facebook audience out of the gate, but just as I had to learn and grow to understand the difference between a button and a dial, making an effective Facebook audience is about learning from your data and adjusting your targeting through testing.
Quick Start to Facebook Audiences
Define Your Audience
Who are your target customers? What do you know about your customers already? Who are they and what makes them unique from everyone else on Facebook? This is the starting point to your audience, and you can have more than one. This is the pure joy stage, where there is a whole world of possibilities.
Facebook allows you to really hyper target your audiences, and ultimately your ads. Run a few ads with the same creative, but change the targeting slightly between them. This will allow you to fine tune who your ads are shown to so you can choose the audiences that best respond. This is the flicking the plastic button stage. Testing has occurred and is occurring, finding just the right angle to make that little yellow Pokémon say “pika”.
Analyze, Implement and Repeat
Now that you have run a few A/B tests and have some data to go over, you should be able to identify what your best Facebook audiences are. Now it’s time to A/B test other aspects of your campaigns, from ads all the way through to the landing pages.