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QuoteHi John,
As you know I've had a break from fb ads for a few months. Now I'm looking at facebook audiences, I notice that one of the audiences I'm going for has gone up from about 1 million to 5 million in 6 months. But the number of page likes is pretty much the same (1.2 million.) Is this because facebook is now taking into consideration the people that engage with the page regardless of whether they've liked it?
With my honed down demographics, it says the estimated reach is 800,000. This is great as it used to be around 200,000 if I recall. I'm guessing this means it looks like I'll be able to scale up my budget more and that it will be a more sustainable audience ?
Any thoughts on this ?
Thanks !
Karen
1:53 pm
June 7, 2011
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Hey Karen,
Nice to see you back in the forum.
I've seen similar (but inconsistent) jumps like that as well. It may be the result of an algorithm change, but I actually suspect it's more of a bug than anything else. Audience estimations have been all over the chart ever since the whole Cambridge Analytica thing. But it's hard to say exactly what is causing it in your case. I still go by the numbers because that's all we can really do.
FB has always targeted based on interests rather than likes, and they gauge whether someone is interested in many ways, such as simply mentioning an artist name in their feed.
One other thing that could be going on is you could have the "expand interests" box ticked. That will shoot your numbers up as well.
But if all is equal and all that's happened is that your audience size has gone up then yes, you now have a bigger audience to go after.
However, like I mentioned in my email to you the other day, Lookalike audiences are working better than ever at the moment, so I would upload all of your existing subscribers and get a lookalike audience going. There is a very good chance that will work well for you, and it will give you the chance to expand greatly.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for this John. From what you've said, I think it is a bug thing.
Re; lookalike audiences, I'm making a video at the moment for a video ad to go for views and then a lookalike audience. I know this is a more costly approach than other lookalike audiences, but all my stats are low at the moment. With subscribers, I only have about 350 so far and a fair few of them are from audiences I just have this gut feeling won't convert into buyers.
But I'm aware that I can try different types of lookalike audiences and I might play with those at some point. I think my video ad is going to be good and should hopefully dial into the right audience- fingers crossed!
Thanks again,
Karen
2:49 pm
June 7, 2011
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You can definitely try both, but of late, 350 subs is more than enough. If you check the most recent case study lessons, you'll see a successful campaign that was built around a lookalike audience of just 150 subs. The algorithm has really become powerful in the last little while, and it doesn't take as large of an audience as it once did. This is one of those changes I was referring to. But try both and see what works best.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Ooh that's really encouraging to hear. Is it the visemenn tutorials you are referring to? I watched the first one but am yet to watch the 2nd one- is that where you talk about lookalike from 150 subs?
I also wanted to make sure I understood the 'boosting a post' ad thing in that tutorial. You talked about social proof. By that do you mean having a post on your page with loads of likes ?
Everything feels a little more do-able hearing that the algorithm is so much more dialed in. I was at the point of drawing up budgets based on breaking even a year or two down the line into my patreon-style plan. But it would be so awesome if I didn't have to borrow money ... let's see how it pans out.
Thanks :).
12:42 pm
June 7, 2011
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Yes, it's in part 2.
It's not a boosted post. What I do is take the winning elements from my testing round and turn it into a post on the artists page. Then when I create an ad, I select "existing post" rather than creating an ad in the ads manager. That way all of the likes and comments live on my page forever and I can go back to the same ad over and over again. A boosted post has far fewer options. This is a proper ad, that just uses an existing post.
Good luck and keep us posted.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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