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Hey Julie here, today I want to talk about Facebook Ad Audiences 101. So this is for beginners. People who are still not sure about Facebook ads and I want to explain the different types of audiences that you can use when you’re targeting your ads.

So the first type we’re going to talk about are the saved audiences.

Saved audiences basically are people that you come up with who are cold. They’re cold, they don’t know who you are. They don’t really know what the solution is to their problem. They just are a cold audience of people who have a problem.

Okay so let me explain what a saved cold audience is. Let’s say you’re doing a course on gardening and you want to find people who are gonna like your course. So you want to think what do gardeners like?

A perfect example would be, “hey they like Better Homes & Garden- the magazine.” So that would be an example. So a saved audience would require you to go to Facebook and find the people who like Better Homes and Garden.

So Facebook allows you to target people based on Facebook pages they already like. So with saved audiences, you want to look for Facebook pages that people like that are like yours.

So, in my industry, I often talk about ads and funnels. So I target Russell Brunson because he’s a big name and facebook has him as an interest.

I also target people who like Marie Forleo.

I target people who like Amy Porterfield.

So I’m looking for Facebook pages that people like that are like yours. So if you’re a gardener, you’re doing Better Homes and Garden. You’re doing big gardening figures in that industry that have facebook pages that you can target.

So Saved Audiences can also be based on demographics.

So if you’re a local business and you’re creating a saved audience, maybe you want to target people in certain zip codes.

Or you can even target people based on upcoming birthdays.

So if you’re a restaurant you can say “hey it’s your birthday come in for a free drink,” you can do any upcoming birthdays of course.

You can do gender, you can do age, you can do country, and you can also do things like how much money they make. So like income level.  This is helpful in some industries.

All right so this is all part of the Saved Audiences.

A couple tips and tricks.

There are also certain behaviors that are really helpful depending on the industry.  

In my industry, I’m often looking for business owners so I do things like Facebook page admins.

And I use that.

Sometimes I come up with a big audience and then I ask “hey I want to target only people who have Facebook pages because I know business owners have Facebook pages.” So these are saved.

In general, you want to look for audiences except for the local people where the audiences are gonna be small. You want to look for audiences anywhere between like 100k and… I don’t know 900k-ish.  That’s a good starting range. There are exceptions to every rule, but these are cold audiences that don’t know you yet.

Okay, all right.

Number two are Custom Audiences.

Okay, now Custom Audiences are built with people who already know you.

So a good example here is your email list. You can actually take your email list out of your email service provider, you can export it and you can upload it to Facebook. And then you can send ads directly to people who are on your list.

This is a really good idea when you’re doing a launch and you have a big product that you’re selling. So they’re getting the emails from you and they’re seeing the ads. So that’s an example of a custom audience.

Another is video views.  So views, hold on I can’t spell, video views.

These are people who’ve engaged with your Facebook lives in your videos. If you’ve run any video view ads to cold traffic, now you can create a custom audience of those people who have already watched your videos.  

You can also create a custom audience of people who’ve engaged with your page whether they’ve liked, comment, commented or shared.

Finally, custom audiences based on website traffic.

Okay so this is a big one and this is where you start to use the pixel.

So if you put your pixel on your funnels, you put it on your website, when people land in your funnels and on your website you can create all kinds of custom audiences based on what pages they landed on all over the Internet.

So this is exactly how Amazon… like when you go to Amazon and you look at you know a cool little piece of jewelry and then you go back to Facebook now you’re seeing ads for jewelry.

They’re basically targeting you because you landed on that page and now they’ve created a custom audience and they’re showing you a new ad.

So this is custom audiences.

This is for warm traffic and these can be much smaller audiences… so you know sometimes it can only be fifty a hundred people when you’re doing retargeting all right.

And the third type of audience is a look-alike audience.

And a look-alike audience is a cold audience. Okay, it’s still a cold audience.

This is the warm audience section and this is cold.

Now well look-alike audience is really simple. It is a big audience. So once you’ve set up a campaign with the cold traffic and it starts to get some traffic and you see that it’s working, what’s gonna happen is you’re gonna blow out your audience and you’re gonna run out of people and people are gonna start to see your ad multiple times and then they’re gonna get annoyed and then they’re gonna report the ad and then your ads gonna do poorly and it’s gonna

be sick- very sad.

So eventually once you get a campaign going really well, you need to get a bigger audience.

This is where look-alikes come in. So as that audience is growing, usually people are taking action they’re becoming part of your list. They’re making purchases.

You can create look-alike audiences based on all the actions these people are taking.

So these people usually become part of your email list.

Maybe they actually visit your website.

Maybe they make a purchase and so you create look-alike audiences based on website traffic, based on engagement, based on your email list. And what you do is it creates an audience of people who look like the people who did all these things.

Now, these audiences tend to be 1 million and higher so it can be like anywhere from like 1 to 2 million. You can even get it as big as like 2 to 6 million.

And this is great because now you’re telling Facebook “all right now I’ve got a big budget I’ve got a big audience find people who look just like these people and show them my ad. “

And those are the three main audiences that you’re going to use in ads.

The last thing I want to say is if you are testing ads and you’re testing different audiences make sure that the audiences don’t overlap too much.

When you go into the ads manager, you can actually check the box next to two audiences and under the “actions” you can choose “show audience overlap” and it will show you how much they overlap.

And you don’t want this to be too big because otherwise, you’re competing against yourself in the auction.

So you want to make sure there’s not too much overlap and if there is, just combined them into one audience.

Hope that helps see you soon.

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Hi, Julie here and today I want to give you a four-month launch plan for your next course product or membership site.

So, four months before you’re ready to launch, this is the time when you need to create the full launch plan including everything you’re going to do get your project management software setup.

Get the people in place that you know you’re going to need over the next four months.

Most importantly make sure you understand the hook of what it is you’re selling and why it’s so important to your prospects.

90 days before your launch… now we’re about three months away. This is when you want to make sure your lead magnet or your primary bait that you’re going to use to generate leads is complete.

So have the lead magnet all prepared including the actual content of what it is plus the landing page that it lives on, the Thank You page after they opt-in, and the welcome email sequence that fires.

Sometimes I like to tell my clients on that Thank You page invite them to a Facebook group, where you can really nurture the leads in a different way than on email.

The other things that you want to have done at 90 days- you want to make sure that you have your ads ready to go for your lead magnet.

Because for the next 90 days while you’re preparing the rest of your launch, you should be running ads to the landing page for your lead magnet and generating leads.

Finally three months before, you want to make sure you have an idea of all the content that you want covered over the next three months. Remember as people are coming off of those ads and opting into your lead magnet and joining your facebook group, they’re gonna want content from you. So think about the content that you can give them over the next 90 days that’s going to get them really excited and ready to buy whatever it is you’re going to sell.

Sixty days before the launch happens. Now you want to make sure you have the big selling pieces done.

This means you want to have the sales page done for your offer as well as the order form and the fulfillment email that fires when people buy.

You also want to make sure that you have your webinar created. This means all your slides, the content that you’re going to teach, plus the pitch at the end. Now both of these things need additional stuff right? So the webinar we need a registration page and we need to pick

the dates need to have all of that done. And on the sales page, we want to make sure that the

Facebook pixel is installed.

If you’re going to be running ads that the order form is hooked up to however you’re delivering that course or product. So get all of those things done at around the 60-day mark.

The other thing you want to do at this point is you want to start to brainstorm an idea of a five-day challenge leading up to that launch day. So come up with ideas.. maybe you need

to have some worksheets or a workbook and start creating those assets as well.

30 days before your launch you want to make sure that your five-day challenge is ready to go.

Your registration page for the challenge is up.

Your registration page for your webinar is up.

And now you want to create all the ads you are going to need for things like running ads to your challenge, running ads to your webinar and eventually running ads directly to your sales page.

Remember the ads have been running collecting leads and now you should have a good amount of people that you can announce your challenge or webinar and all these things.

The other thing you want to do about one month before is you want to set up an affiliate program or a JV program. And make sure everybody has the dates of the challenge, the dates of the webinar and the time that the cart is open and closed.

So get all of that set as well as shoot the videos and get the copy ready for all of those ads that you’re gonna be running.

Now it starts to get intense.

About two weeks before the launch everything should be created.

At this point, ads should be running for the challenge, the webinar and you’re probably still running ads for the lead magnet.

Now the leads are coming in fast and furious. You may want to start doing some Facebook Lives talking about the upcoming webinar, talking about the upcoming five-day challenge. Get people really really excited.

One way to do this is to also offer some crazy giveaway.

Do a giveaway- use a giveaway plugin to get people really excited because they can

kind of sense that something’s coming soon.

One week before the launch. Now, most of your ads to collect leads are going to be wrapping up because one week before the launch, you want to actually do the five-day challenge. So do that five-day challenge and at the end of five days, remind everybody of the webinar that’s coming in a couple days and announce the giveaway winner.

Any last-minute emails or tweaks that have to be done, do it now.

And if you’re the kind of person that likes to have all of your emails written in advance, make sure all your launch emails are all written and ready to go.

Now it’s launch time. You’ve gotten through the challenge and on day one, when that launch fully opens, now what you’re going to do is you’re going to send an email.

And you’re gonna do the webinar on the opening night. You’re gonna get as many people on that webinar as possible and you’re going to sell right from the webinar.

Days 2 3 & 4 are going to be sales emails, Facebook Lives and reminding people to watch the replay.

Now in terms of Facebook Ads, you may want to be running Facebook Ads only to your hottest audience and running them direct to the sales page. That way they’re getting an email, they’re seeing you Live they’re seeing an ad, and it’s just being repeated over and over now that the cart is open and things are for sale.

Around day four you want to start to transition into that urgency scarcity. Crush objections. Maybe you can offer an encore performance of your webinar because there are so many questions you want to answer them Live. You can do Q&A sessions, more sales emails.

Day 5 day 6 day 7.  Around day 7, do a replay of your webinar. Try to get more people on Live and tell them that the doors are closing on day 8. This is the last day the doors are closing you can start to shut down your ads.

At this point send two or three emails and make sure you go Live in your group a couple times. Give people that last push it’s gonna feel uncomfortable and you’re gonna feel like you’re emailing too much but people need to be reminded again and again and again.

Congratulations you just completed a four-month launch and you’re probably exhausted but hopefully, you’ve made a ton of money.

I know the best conversations happen after the camera stops rolling so if you have any questions about a big four-month launch plan you can leave a comment below and

for more videos like this one go to Juliechenell.com.