Targeting your avatar market segmentation by Rey Albert

Learn to target or segment your audience using Google and The Facebook Ad Planner to create an avatar of your end prospect that you can get to know intimately. This will give you a complete picture of your prospects wants and needs and will be helpful in knowing what to advertise to them as a solution to their needs.

There are two things you need to know about your audience before you can market to them.

1. Basic Demographics 2. Psychographics Basic Demographics includes:         

Age Location Gender Income Education Occupation Ethnicity Marital Status Number of children

Psychographics:      

Personality Attitudes Values Interests Lifestyle Behavior

This is going to be all the criteria you will need to target your audience. So let’s get to it.

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First, use the Google Keyword Planner to find keywords. First you will need a Google account to access the keyword planner. If you have a Gmail account you can access the keyword planner by logging in here. Once there type in a key word or phrase by clicking here

And then type your keyword or phrase

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Then click on get ideas

You should then see your results

As you can see your keyword is getting 110,000 searches a month and the competition is high which means if you were going to use this keyword in an Adsense ad you would have to pay the suggested bid if you wanted your ad to rank for that keyword. That is not what this tutorial is about. We are just looking for good keywords to use in the Facebook Ad Planner to target an audience. So this is a great keyword to use for that purpose. Another measure of how good the keyword is pictured below. Notice a Google search produces a list of ads before any related websites which shows you people are interested in this topic or no one would bid on the keyword.

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OK, now you know this is a good keyword to use go to Facebook, if you donâ&#x20AC;&#x2122;t have an account create one. It is free. Once in your face book click on the arrow

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Then click on manage ads

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So now you should be in your audience insights this is where you are going to create your avatar. Notice your audience of over 250 million users. Also this defaults to the U.S. because that is where I am at. You can add or delete countries depending on your targeting. Also here is your age range and gender. For now we will leave everything as is and look at the next graphic.

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This is where you put your key word “Internet Shopping” in the interest block.

When you do that here is what happed. Your audience was reduced over half from 250 million to 100 million. This is good. Also you can see in the age and gender, age being 18 to whatever 66% of women compared to 35% of men. Your biggest target is between the ages of 25 – 44 being the biggest group and women being the gender. Now let’s do a little more targeting by making the age 25 – 44 and change the gender to all women because they represent the majority. This will get you a better targeted audience. Look at the next graphic below to see what happened.

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So your audience is now 35 million instead of 100 million age range is 25 – 44 and we are targeting all women. So let’s do some more targeting in the next graphic.

If you click on the activity tab we get some positive results. In the first column our audience 35 million women, liked pages 40 times, 19 times more than all of face book. They commented 23 times, post likes 33 times and ads clicked on 28 times. This friend is wonderful news because this means they are active on the internet and they take action by clicking on ads. It doesn’t get much better than this. So I hope you are starting to take notes now because you are going to want to use this information for creating your avatar. Let’s do some more targeting in the next graphic..

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If you click on the household income tab you see two possibilities. The first in red is the low end. You have income swings from 30k – 40k a year to 125k – 150k and 33% of all Facebook people are renters. On the other hand you have a group that has an income of between 40k – 75k and 68% out of 74% own their own homes.

Below is household size and home market value. 28% of this target demograpgic has 1 person meaning single and average house value is 100 – 200k with the less value probably being renters.

So now what can we say about our avatar? We can say she is mostly single and owns a home with an average income of between 40k – 75k and below that you see 99% use credit cards while 60% prefer to use cash

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So now we know our avatar, I will now name her Diane. She will use her credit card for purchases even though she would rather pay cash. Now let us see what Diane actually likes to shop for online in the graphic below. Click the purchase tab and you see Diane shops 71% retail while she still shops 23% online. Are you now getting to know Diane? Do you think she is a possible customer? The graphic below this one shows you what she purchases.

Diane likes to buy health and beauty 15% more than other facebook people in this demographic 13% more in household products and 7% more in subscription services. Now letâ&#x20AC;&#x2122;s see what Diane is reading. Click on page likes and you see what Diane is reading and liking. All these are indicators of what you might be able to advertise to Diane that she would be likely to click on. If you click on zumba fitness you will see

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Over 7 million people like this page out of your 35 million demographic targets. This is a lot of people to target so to create ads you will want to see what they are sharing. The next few pictures below will tell the story and how you can create an ad for this category.

As you can see these indicate that Diane would like either video ads or picture ads. There was a whole bunch more in the page tasty a food loverâ&#x20AC;&#x2122;s facebook page which Diane likes. So playing to here health and beauty products she buys do you think she might be interested in a fitness program you could offer her ÂŠ2016 Reyalbert.com all rights reserved

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through an advertisement? By using pictures or videos like these all you need to do is model your ad around Diane.

Remember I told you to create the avatar. Well here is mine.

Key Word Internet Shopping

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Demographics Women 25 - 44 Active internet user and likes pages and clicks on ads. Mostly single, owns a Home with an income of 40 - 75k Spending method is preferably cash but does use a credit card almost 99% of the time. She likes to purchase health and beauty products, household products and subscription services. Her reading preferences are tasty and zumba which is her Means for staying healthy as she also likes to eat. So a fitness Program may lend itself good offerings to Diane.

With this avatar you now know what to offer Diane, her price range and her habits online. This is not a slam dunk by no means. But it is not a guess either. Now you need to chose a product in her price range and create 10 different ads and see which ones work. In Facebook just go to the top right corner of the audience insights that you are working in and click on create ads The system will remember your inputs and create an audience for your ads. Use the same audience just different ads. You might also want to try YouTube ads as Diane also likes videos. To your success Rey Any questions or comments go to Rey Albert.com

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