Now that we've chosen an objective, let's work on creating our audience. When I'm building out a campaign, I like to think of solving for who, where, when, what, and why. We don't have to answer those questions in any specific order but we need to have an answer for each to get a campaign off the ground in any media. First things first, we're going to want to name our ad set. This helps keeps everything in order, should you have multiple targeting perimeters. Name your ad sets something descriptive of the targeting or creative. Here I'm going to name it my primary audience women 25-54 with interests in shopping, fashion, shoes, and accessories. Let's talk about the wear for this campaign. My study properties, city shopping center is in the Atlanta area. On Facebook, we can target internationally down to the street address level. Here we can see that the default location is set at the United States. At an age range of 18-65 this gives us a potential reach of 210 million people. Let's dwell down on some of the targeting to get to my proper audience area. If we're looking just at the state of Georgia, the potential reach is 7.3 million people. If we look at the Atlanta DMA the potential reach is 4.6 million people. If we look at Atlanta the city, we can see there's 3.6 million people and a 25 mile radius. Now we can adjust this radius anywhere from 10-50 miles out. For this campaign, I actually have a set list of ZIP codes we want to target. I can copy those to my clipboard and paste them into the search bar. Facebook is asking me which location type I'm using. I'll select postal codes. They're able to match 21 locations. Now I'm at a potential reach of 750,000 people. Another way we can segment this audience is by, if people live in the area or not. By default, we're targeting by everyone in the location. We can also segment by people recently in the location and people traveling in the location. For my client, I want to just target people who live in the location. Again, my potential reach is reduced. So let's work on the who for this campaign. We've stated that we want to target women 25-54. Let's adjust our age range accordingly. We can see now that our potential reach is 87,000. The estimated daily results are based on that the campaign budget and run-time. You'll see those adjust as we make adjustments for those two categories. Most often, you won't have to worry about languages as your ad will display in the browser language setting that the viewer has selected. Now for the fun stuff. Let's apply some detailed targeting to this audience. We can target based on demographics, interests, and behaviors. You can search just about anything in this catalog and it'll pull up all the applicable results. Let's try to check off the shopping and fashion box. You can see we've added some pretty basic parameters here but we can get a little bit more detail with fashionistas and online shoppers. We are also looking for shoe buyers and accessories. The application of the detailed targeting has lowered my potential reach just a little bit but it's going to ensure that my message is reaching people who are engaged and interested in my ad. We're able to narrow our audience further by including ends statements. So if we wanted to apply another level of targeting such as women 25-54 who are interested in fashion and shopping who are also foodies we could do so here. I'm not going to be so targeted in this attempt. So I'm going to remove this. Next we want to decide where we want to reach our audience. This is done in the placement settings. Facebook advertising consists of multiple ad inclusions on both the platform and off. By default, ads are set to run in any applicable placement as to maximize Facebook's ability to serve your message to the defined audience and meet your advertising objective. By clicking Edit Placements, we can get a look at what those consists of. The platforms that make up Facebook's reach are Facebook, Instagram, Audience Network, and Messenger. The placement symbol low allow you to customize where on these platforms your ads will show. Consider the audience, messaging and format of your creative if you choose to customize ad placement. For example, short lifestyle video vignettes for our client city shopping center may be best suited for story placements on Facebook and Instagram, while product ads maybe just what in-market consumers are looking for as they browse Facebook Marketplace. For now, we're going to leave all selected. The final step in ad set creation is selecting your budget and schedule. As I mentioned earlier, you'll want to pay attention to the default settings here. Facebook defaults to a daily budget amount. I find it most beneficial to set a lifetime budget. This ensures that I don't overspend what I have allocated. The default lifetime budget is one month and $350. About the only minimum you'll run into on Facebook is the minimum one dollar spent per day. It just so happens that my client has given me $250 for a two-week run. By default, ads are set to run all hours of the day. We can create a custom schedule using this day-parting tool. Our clients find it most beneficial to run between the hours of 5:00 AM and 11:00 PM when their audience is most active. In creating this ad set, we've answered the who, where, when, and why. Next we'll move on to our ad creation and define what it is we're going to be serving.
