Continuing in the series of Facebook Ads topics, today I will share more about how to use Facebook Audience Insights to analyze interests, potential customer behavior, build a successful advertising strategy plan.
This tool is quite complicated and confusing, especially for beginners. Today I will share step-by-step details for you to easily practice. We start!
- Audience insight
Audience insight is a tool to analyze groups of objects based on characteristics of demographics, behavior, interactions, and relationships. This is a useful feature for advertisers because it removes the most important bottleneck in marketing and sales, which is understanding your market and your customers. It will answer questions about who I sell to, who to compete with, who are your supporting partners.
An introduction to Audience insight
Audience insight is a tool that exploits aspects of Facebook objects, including:
- Age and gender (Age and gender)
- Relationship status
- Education level (Education lever)
- Job titles
- Pages liked.
- Location and language (Location and language)
- Activity on Facebook (Activity)
- Devices owners
- Family Income (Income)
- Household size
- Home market value
- Spending methods
- Purchase behavior
- Type of car they drive
- Research with Audience insight
From the Ads, the manager clicks on Audience insight. When accessing the page, you will have quick options, click to select the appropriate items and the screen will switch to the interface of the Audience insight home page.
Everyone on Facebook: Everyone on Facebook
People connected to your page: People connected to your page
A custom audience: A custom audience
- Top Menu
Navigation menu bar helps you to select accounts, create new, open, save object analysis data.
This is the selection of objects to analyze, from one or more custom audience groups available to analytical parameters such as location, age, and interests.
Another option that you can pay attention to is to analyze who has connected (or not connected) to one or more of your Fan Pages. Different from Insight Fanpage is that it can help you analyze many Fanpage at the same time.
And finally, if the above features still can’t satisfy you, don’t worry, Facebook also offers an advanced analysis system.
With Audience insight you can analyze everything you like, with no limit to the number and also unlimited options. With this tool, the idea and the execution are up to you.
- Demographics (demographics)
With a defined set of customers, the first analysis will be demographics with criteria on gender and age, lifestyle, relationship status, education status, title.
This data can be read and understood, there are about 26.7k active people per month, female sex accounts for 55%, male accounts for 45% and the age of participation in the community is from 18-24 years, followed by about 25 – 34 years old.
They graduated from college.
And the titles they are taking on.
- A page like (number of page likes)
On the Fanpage, categories are connected and interacted a lot by people in the target group. To analyze this group, Audience insight has a more specific analysis of each group.
What cities and countries are your target group from, and what languages do they speak?
How to exploit Audience Insight to identify your ad audience 23
It is a chart analyzing the activities and interactions of the target group to analyze, helping to give an overview of the user’s habits and behaviors in the target group. It is related to the frequency of operation and the user’s device.
This is a one-page analysis related to digital marketing, do you look at this chart to see what these numbers say? Compared to the average Facebook user, an average of 11 likes for 30 days, but these people have 41 likes in 30 days. And the number of page likes is the same, while the average user has only about 2 likes, this page has about 14 likes in those 30 days.
Audience insight is a great tool, helping advertisers to analyze and better understand their products and services as well as help those who first approach the product or service have a complete and in-depth view. industry identity.
- Reverse research
With the above analysis of parameters and aggregating data from a page, you will determine your target audience. That is:
- Male and female, 18 to 34 years old
- They are single
- Graduated from university
- Current titles are usually managers
- They often access Facebook using both computers and mobile phones
From Facebook Audience insight, you will have a description of your customer. This process is called reverse research, it will help you to target your audience as well as the target market correctly.
- Research with a survey on target group and reality
Facebook Ads not only help you reach customers effectively but also a great tool to help you do marketing research against your actual target audience which is one of the cornerstones of your business. Your Business.
Identify research problems and objectives
Before starting research you must clearly define your problem, what is the purpose of the research, what you will get from conducting the research. The three most common types of targeted studies include:
- Exploratory research means collecting preliminary data to clarify the nature of a hypothesis or a proposal as well as a new idea.
- Descriptive research means identifying information and parameters needed for the research purpose.
- Cause research aims to test a causal relationship like passengers will book more cars if they apply for promotion on subsequent trips.
Develop a research plan
Identify data source: It is primary or secondary data or a combination of the above two data types.
Methods of collection and research: Depending on the type of data, it has different methods of collection and research. As secondary data is available, published, ready-made data that is easy to collect, take little time and money but it is insignificant and can be outdated, not entirely correct. accurate and unreliable. Primary data are data that are not yet available, first collected by the researcher and usually in four ways: observation, focus group interview, investigation, and experiment.
Research tool: Which tool will you collect data on, if it is a questionnaire what will it be like, should it be a closed or open question. Care should also be taken in organizing the questions in a logical order to create interest for the respondent.
Sampling plan: Identify the sample unit with who is the subject of the investigation, how to select it to sample; the sample size, about how many people need to be investigated for highly reliable results; sample sampling process like.
Methods of contact: Must contact the object through what tools, by mail, by phone, or inquire directly.
This is the most costly and error-prone stage. There will be some problems that often arise during this period such as the refusal of cooperation, prolonged time to obtain results, data bias, dishonesty in assessment, bias. Depending on each type of problem that arises, there are appropriate handling measures to ensure the requirement within the budget and time allowed.
From the collected data, the researcher will analyze and process the data to be able to produce a result, based on it to be able to make the most accurate decisions.
Present the results obtained
This is essential, in order to see the problem exactly, leaders can easily evaluate possible solutions for adoption.
Collect data using Facebook ads
Facebook ads are a great tool to help researchers collect effective data. Different from the traditional methods of using regular questionnaires, which required a large amount of manpower to conduct interviews and a lot of time and money, you can now advertise your questionnaire. yourself on Facebook to properly target the audience of the study.
Using Google forms and submitting information about the spreadsheet is the best choice. It may be advisable to give answers with a few giveaways or vouchers to the user when they complete the questionnaire.
Once collected, you can use professional SPSS data analysis software or an easier way to create statistics that describe the data using Excel.
Step 1: Open the tables of data that need descriptive statistics
Step 2: Select the data – data analysis – descript statistics and finally choose ok
Step 3: The descriptive statistics table shows you need to enter data according to:
Input range: The data area to be listed
Columns: The source data is arranged in columns
Rows: Source data arranged inline
Labels in the first row: The declared data area, including the label
Output range: The address of the top-left cell of the data table you want to display
New worksheet ply: The report is shown on a new worksheet
New workbook: The report is shown on a new file
Summary statistics: General statistics
The confidence level for mean: The confidence of the mean
Kth largest: Displays the kth largest value in the data area
Kth smallest: Displays the kth smallest value in the data area
After entering the descriptive statistics table fully, move on to step 4
Step 4: Click OK and we get the results of the statistics table describing the data in Excel to create.
Are you ready to practice, I believe the knowledge I share will help you identify potential customers on Facebook.
Feel free to comment below so I have the opportunity to answer your questions!
Goodbye and see you in the posts about Facebook Ads next time.