Facebook Advertising - Audience Insights
Facebook Audience Insights is a tool used in selecting your Facebook advertising target audience. Using the tool you can find people who, for example, like motorcycles. Target the select audience and advertise motorcycle insurance.
Once you have identified your target group, you can advertise your agency’s insurance products on Facebook’s Desktop and Mobile feed, Facebook right Column, Instagram and more. Or as Facebook puts it, “Get to know the people who matter to your business, so you can understand what matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow.”
Facebook Audience Insights Steps:
One step that deserves a lot of attention, selecting interests. As an exercise I created an audience who likes motorcycles. It would be easy to select only “motorcycles” under interests but think about what you follow and like on Facebook. Is it a broad like? If you own and love your Ford F150, you don’t just like cars or trucks on Facebook. You like Ford Motor Company.
There are many different makes of motorcycles. My new audience generated 1500 - 2000 monthly active Facebook users. Here’s what I selected.
Location: Norcross, GA
Interests - Hobbies and Activities - Vehicles - Motorcycles
Interests - Additional Interests:
Expand the audience by adding additional motorcycle makes. Unfortunately, Facebook doesn’t allow you to directly target your ad to people who are connected to Pages that you do not admin. (I would love to be able to target fans of Harley-Davidson's dealerships in the area if you could.)
I saved and named my audience and can now access it in Facebook’s Power Editor where you create the ad. From here you can tinker with the audience. I see my estimated audience is too specific and the reach is low. Since Norcross is just north of Atlanta and near other well-populated cities I’m going to expand my demographic audience and add some more locations.
Audience is too specific and narrow:
By adding more cities I find my reach is still too low. The motorcycle brands list is too narrow. Once I add more makes of motorcycles my potential reach is now in line with my reach goal. My audience is defined to give me a potential reach of 580,000 people. My estimated daily results show a reach of 1,900 - 5,000 and 27-100 clicks per day.
So now that I have my audience, I’m ready to create my ad and ad content.
Facebook advertising is very affordable. It’s a great web marketing tool for your independent insurance agency.
Remember! Your Facebook ad and landing page should be well designed. Your goal is to get clicks as well as conversions.
Vikki Thomas has been working in the insurance industry since 1995. Vikki has worked for several carriers in customer service, quality assurance, underwriting, product management and marketing. Vikki has worked at AccuAgency since 2008.