What Is A Facebook Lookalike Audience & How Do I Make One? 🤔

What Is A Facebook Lookalike Audience & How Do I Make One? 🤔

What Is A Facebook Lookalike Audience & How Do I Make One? 🤔

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Transcript:

Wouldn’t it be wonderful if your best customers had “twins” that had the same spending habits and desires?

That’s more business, and that’s a win… right?

Well, Facebook’s lookalike audience enables you to find and target these “twins” with some clever processes. 

Get ready to double your audience, because Wednesdays are about to get GIANT.

 

Hello, my name is Yumna and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Today I’m here to tell you a little bit more about what Facebook’s lookalike audiences are.

So, let’s get straight to it.

A lookalike audience is an audience type on Facebook which you can use when setting up ads through Business Manager.

It’s a great way to reach out to new people who are likely to be interested in your business because they’re similar to existing customers. 

See, twinsies!

The best thing about Lookalike audiences is you can model them on anyone who has interacted with your business before.

You can create a lookalike audience based on previous engagement, video views, or perhaps, more importantly, anyone who has visited your website or completed conversions on it.

These lookalikes are created by choosing a source audience which is one that’s custom made using data from your Facebook pixel or fans of your page.

All you need to do to set one up is to build your custom audience on Facebook and then ask Facebook to build a lookalike audience to find similar people.

To put it simply, your custom audience, in this case, should be your model customer.

Once you’ve chosen your model customer, this is where you let Facebook do its magic as it identifies common qualities in people like their demographics, interests or spending habits.

You can choose how similar you want your audience to be by adjusting the slider at the bottom of the setup page.

Lower percentages will be smaller but have more in common, top percentages will be larger but less accurate.

 As usual with marketing, it is all about finding that balance. 

Then, hey presto, it finds people similar!

This is because of the nature of this audience type and the way you have data to back up your idea of a model customer. By setting up Pixel tracking, and smart conversion goals, you can set up lookalike audiences for specific parts of your business.

Depending on your business and product, this can be a really easy way to attract new customers.

For example, if you sell movie merchandise, then you could build a lookalike audience of people who have previously bought products from a specific movie franchise and then use that to find people who have similar interests in films, as well as collecting merch or similar items.

For us, if we wanted more people to sign up to attend our next digital marketing event then we could use the data we’ve collected from previous attendees to generate our lookalikes.

Obviously, using customers data comes with its own issues which need to be considered, but if you have data on your customers, such as email addresses and phone numbers, you can upload this to Facebook to get super accurate targeting from your lookalike audience. 

To help Facebook pick the right profile from the 2.41 billion out there, it’s best you provide as much information as possible. 

So the more information you have; name, up to three email addresses and phone numbers, address, post code, date of birth, year of birth and their gender. The more accurate your lookalike audience will be!

That should be enough for Facebook to get its detective hat on and find you some similarly minded people that you can try and turn into customers.

Once it’s produced your lookalikes, it’s up to you the way you choose to target them from the vast array of ad types on Facebook. 

And, if that wasn’t enough to tempt you, another benefit of lookalike audiences, other than the fact they help you reach new people, is that they tend to be less expensive than other audience types. 

However, you will have to test this one for yourself, comparing different audience types as you make your way through Business Manager. 

 

So, that’s a quick explanation of what a lookalike audience is, what it does, how you can use it and the information you’ll need to make one.

Quite easy right? Totally worth it for the potential return.

I’ll leave a link in the description on how to set up your audience through Ad Manager but comment below if you have any more questions on the topic. 

That’s it for today, go forth and comment your views on this and give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

Finding Content Inspiration That Serves a Purpose With Answer The Public

Finding Content Inspiration That Serves a Purpose With Answer The Public

Finding Content Inspiration That Serves a Purpose With Answer The Public

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Transcript:

Do you ever struggle to find topics and ideas for your blog post or to inspire your content?

Well, as you may have heard us mention before, Answer The Public is the tool for you, especially if you like an older gentleman…

This free to use, visually stimulating and jargon-free tool is going to save you countless hours of racking your brain.

Get ready to knock potential customers socks off with the content they want, because Wednesdays are about to get GIANT.

 

Hello, my name is Dan and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Today we want to help you not only get over hump day, but over the potential creative block that’s limiting the relevancy of the content you’re creating.

There’s no denying that creating content that potential and existing customers or readers want to see is the best.

But to do this, you need to know what they want to see.

The solution to this is simple, keyword research.

And the act of carrying out this research has never been more simple.

Answer The Public can help you find those all-important keywords to give your website a boost in search engine rankings, please the Google gods themselves, and give you hundreds of topics to work on.

It’s a free desktop tool that helps you understand what questions your customers are looking for answers to around a particular topic.

Having this information is a literal goldmine for anyone looking to rank their website higher AND appeal to their users.

Understanding what your customers are searching for allows you to tailor your website’s content, both creative and functional, to fulfil their intent.

By giving people the answers to what they want, you can drive more traffic to your website, which in turn should help to lead to more sales.

But how do you do it?

Well, to start, jump onto the website, ignore the funny-looking man in the knitted jumper, and put the topic you want to write about in the box below.

To demonstrate, we’re going to live out my childhood fantasy of owning an ice cream shop, so let’s demonstrate with the search term, ‘ice cream.’ 

As you can see, Answer The public gives you loads of potential avenues of exploration.

Let’s focus on the question section for now. Here, we can see plenty of potential questions to base our content on. 

You can click the suggestions to see the results in a Google search and see what things are currently ranking. If you feel the top results aren’t great and you could do better then go for it! 

What you want to pay particular attention to is whether or not these search results have featured snippets.

Ever searched for something and the answer is conveniently located at the top of the page in a lovely little box? That’s a featured snippet, and if your content is great, your content can appear here too!

It’s not impossible to take the spot of someone else’s snippet, but getting a featured snippet for a search that didn’t exist previously is a lot more achievable. 

Ensuring your content is included in a featured snippet will, quite literally, put you on the front page of Google.

Doing so means you’ll be front and centre when people conduct searches you’re currently ranking for, meaning more people will be likely to click through to your website. 

But what’s the point in spending a load of effort on some content that no one will ever search for?

You want to ensure these searches generated by Answer The Public, that are then going to inspire your content, actually have a good average monthly search volume.

What’s average monthly search volume? It’s simply the number of searches for a particular term, expressed as the average monthly volume over a 12-month period. 

During your research, you may find some terms that your competitors aren’t talking about that you think might be great to write about. However, there might be a very good reason for that… no one is searching for them.

There’s no point writing content and including keywords for things that people aren’t searching for online, so you need to ensure the things you want to write about are things that people are actually interested in.

Answer The Public is great but it can’t actually tell you the exact number of searches for each result.

If you have a Google ads account, you can use it to directly input terms to see their exact average monthly search volume.

But, if you don’t have a Google ads account, don’t worry, there are still plenty of free tools available such as Searchvolume.io.

All the sections within the results on Answer The Public provide you with hundreds of potential ideas that you can turn into blogs, inspire functional content on your product pages, make videos to answer or something else equally as creative.

There can be no such thing as creative block when this old man exists.

So now you know how to use Answer The Public to find content ideas and work out what’s worth pursuing and what’s not.

Meaning you’ll have loads of potential awesome things to add to your website that can help you hit a range of objectives without wasting your time or racking your brain. 

 

We’d love to hear if you have any success stories from using Answer The Public, so share them in the comments below.

 

That’s it for today, I’m off to get some ice cream… so go forth and comment your views on this and give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

5 Tips To Build Awesome Carousel Ads For Facebook

5 Tips To Build Awesome Carousel Ads For Facebook

5 Tips To Build Awesome Carousel Ads For Facebook

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Transcript:

Looking to wow your customers with a carousel? No, not a fairground ride, I mean the ad format you can use on Facebook silly!

With the option of showcasing up to ten images or videos in a single ad, each with its own link, it’s a great way to get creative.

And with carousel ads promoting a 72% higher click-through rate, who are you to argue?

Ready yourself for a good spin, because Wednesdays and your ads are about to get GIANT. 

Hi! my name is Ben and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

Facebook advertising offers a whole host of options and benefits to explore – so whether you’re looking to increase sales for a new service or boost brand awareness, there’s an ad format for you.

The one we’re focusing on today is carousel ads. They look a little bit like this… 

As I mentioned, they give you the opportunity to display up to ten images or videos within a single ad.

This additional creative space, in comparison with other formats, means that you can highlight different products, bring attention to specific details about one product, service or promotion, or use the multiple tiles to tell a story, and take the viewer on a journey. 

Carousels won’t always be the best way for you to promote what you want to promote, so don’t get too excited and rush into it without a bit of consideration.

It’s common sense now that people like to interact with things on the internet and this ad format allows this, giving them a chance to ride along with a prolonged brand experience.

They’re really useful for generating traffic, conversions, brand awareness and lead gen campaigns.  

And if you’re clever, you can see past their obvious e-commerce benefits and mould them to fit your own objectives.

So, if it sounds like the kinda ad for you, then I’ve got 5 tips for getting the most out of carousel ads on Facebook.

 

Tip #1 – make sure that a carousel is the best option

Sometimes it’s tempting to try things just because you’ve seen someone else do it, or because you like the way it looks – but that’s not always the road to success.

Don’t just opt for carousel ads because you think it looks cool – make sure that it’s a format that suits your audience, and suits the content you’re promoting as I’ve just mentioned.

If you can say what you need to say in one image, then don’t drag it out over 6 for no real reason. People will get bored, and bored people don’t convert.

 

Tip # 2 – make sure it’s visually appealing

With the option to add up to 10 cards, it’s important to make sure that your visuals are on point. 

Use different images for each card, and put the most eye-catching first, to grab peoples’ attention.

You can also tick a box which allows Facebook to optimise your carousel ads based on which image is getting the most engagement – but be careful, if your visuals hold a narrative, you might want to leave that box unticked.

 

Tip #3 – use videos in the carousel!

Video is a great way to catch the attention of over-saturated social media users, with carousels offering a great way to break up your video into digestible chunks.

Plus, they promote interaction from the user through the swiping element, which helps to get them invested and encouraging them to take action. 

You can add up to 240 minutes of video to carousel ads, which gives you the opportunity to portray more information in a short amount of time.

 

Tip #4 – make it dynamic

You can use the carousel format to create dynamic ads which is a funky way of saying personalised content.

Doing this automatically use images and information from your catalogue of products or services to promote products to people who’ve shown an interest on your website. 

You will need to upload a catalogue containing product and service information if you want to advertise using this format, as well as making use of Facebook pixel to understand how people interact with your ads – and your website as a whole.

We’ll explore the Facebook Pixel and dynamic ads in future episodes so hit the subscribe button to be notified.

 

Tip #5 – tell a story… 

I briefly mentioned before about being able to use your ad visuals as a narrative. 

Well, this ad format gives you such a great opportunity to tell a story to your views which make the prospect of engaging way more enticing for them. 

You can use the narrative to build suspense and encourage people to scroll through, using the text captions on each card to emphasise your points. Everyone likes a good story, after all!

Here’s one we made before that did just that!

 

And that’s some advice for you, from me, for free. You’re welcome!

Once you’ve got the hang of them, carousel ads are a great tool for helping you to achieve your business goals.

With success stories showing stats like 30-50% lower cost-per-conversion, 20-30% lower cost-per-click, and generally higher engagement than single-image link ads, there’s never been a better time to use carousel ads to share your brand story. 

So now you’ve got a few things to consider I’ll leave you to get building. If you need any help with setting them up or have any further questions on this ad type then pop them in the comments below.

That’s it for today, go forth and comment your views, give us a like and subscribe to see more great digital and marketing content every week.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.

5 SEO Content Writing Tips For High Google Rankings

5 SEO Content Writing Tips For High Google Rankings

5 SEO Content Writing Tips For High Google Rankings

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Transcript:

One of the biggest balancing acts as a copywriter or content marketer is making sure that your content goes down well with everyone – and by everyone, I mean humans and robots. 

OK, maybe not quite robots, but search engine bots are important little beings to please if you want your content to rank in search engines..

Sucking up to bots and forgetting about the real people reading your work isn’t going to get you very far. 

So let me take you through five tips for writing content that keeps SEO in mind, all without alienating us mere mortals!

Get your typing fingers ready, because Wednesdays are about to get GIANT. 

Hey, my name is Liz and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So, writing for SEO comes with its challenges – largely that you have to make sure that you’re walking the fine line between doing all that you can to appeal to ranking algorithms, and actually exciting real life humans

In a perfect world, bots and humans live harmoniously – both supporting each other and enjoying content simultaneously.

But that perfect balance requires you, as the brains behind the keyboard, to keep some things in mind when you’re crafting your next digital masterpiece. 

So, without further ado, here are my five top tips to make that balancing act a little easier: 

Number 1 – Keywords

Keywords are arguably one of the most important factors when it comes to writing top quality, SEO-rich content.

Make sure you’ve done some keyword research that’s relevant to the subject of the page you are writing, and use this to scatter in different variations of keyword.

Make sure you don’t overstuff, though – search engines have wised-up, and you can now face penalties if you get caught cramming a page full of irrelevant keywords, so keep it natural. 

Number 2 – Scannability

As we all know, online readers have much shorter attention spans, mainly due to the overwhelming amount of content and data that we have access to online 24/7.

To help ensure that people don’t lose interest when they’re reading your content, optimise the layout of the page – break text into smaller chunks, use subheadings to let people know what they can expect from each section (bonus points if you can get a keyword in there), and include visuals wherever possible. 

Number 3 – Links 

Links are a ranking factor that don’t look set to budge for a while, so if you want your content to rank – links are your friend.

Check out previous GIANT Wednesday where we look into the benefits of buying or building your own links.

Not only do internal and external links help to give search engines an idea of the breadth of content on your site, but they also help to point human readers in the direction of more content that they might find useful – whether it’s a product page, a whitepaper on a specific topic, or instructions for how they can get in touch. 

Number 4 – Intent

This may sound like a vague one, and I’m not expecting you to start whipping out your crystal ball (easy) , but thinking about a user’s intent when they landed on your page is a really handy way to determine if you’re providing useful information.

Before you publish, think about what a person searched for to get to you, or what they wanted to know – have you fulfilled that requirement? If not, it might be time to tweak. (cutaway some twerking) No, I did say Tweak. 

Number 5 – CTAs

Call-to-actions, or CTAs , are one of the most crucial tools when it comes to using content to help you achieve your business goals.

Make sure your content includes CTAs that push people towards taking the action you desire – whether it’s getting in touch, requesting a demo, or signing up for a newsletter.

Don’t forget to include verbs and emotive, action-inspiring language to encourage people to do what you need them to do. 

So, those were our 5 top things to consider when it comes to writing content that’s SEO- focused, while still being loved by humans. 

There are undoubtedly other things to take on board during the content writing process, such as the format you’ll use, the word count, or the images that could accompany your wordy goodness, but these 5 should help to ensure that you’re on the right track from the get-go. 

What are your top tips for writing content that keep both bots and humans happy? Let us know if we’ve missed anything in the comments below.

Thanks for watching, and we’ll see you next week for another GIANT Wednesday.