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Table of Contents

Introduction ................................................................................................................................. 5
Getting Started............................................................................................................................ 7
Define Your Customer .......................................................................................................... 7
Demographics....................................................................................................................... 8
Lifestyle and Interests........................................................................................................ 10
Create A Research List....................................................................................................... 12
Basic Keywords .................................................................................................................. 12
Research List ...................................................................................................................... 13
Use A Thesaurus.................................................................................................................. 14
Set Up Power Editor for Testing ...................................................................................... 16
Facebook Tools ........................................................................................................................ 20
Audience Insights ................................................................................................................ 20
Similar Pages ........................................................................................................................ 30
External Tools ........................................................................................................................... 34
LikeAlyzer............................................................................................................................... 34
Google Search ...................................................................................................................... 39
Google Keywords ............................................................................................................... 39
Google Suggest.................................................................................................................. 39
Google Adwords Display Planner.................................................................................... 46
Buyer Keyword Search...................................................................................................... 49

Product, Brand and Company Search ............................................................................ 53

Group/Event Keyword Search.......................................................................................... 56
Influencer Search ............................................................................................................... 58
Tools and Resources Search ........................................................................................... 60
Media Kit Search ................................................................................................................ 61
Facebook Site Search ....................................................................................................... 64
Amazon ................................................................................................................................... 70
Books and Authors............................................................................................................. 70
Products and Brands ......................................................................................................... 75
Getting The Most From Your Audiences ........................................................................... 78
Questions?................................................................................................................................. 82

Introduction
Facebookistheultimatemarketingtoolforbusinessesofeverysize.

Whatsnottolove?

EveryoneusesFacebook.Thereare1.59billionmonthlyactiveusersand
growing.Thats20%oftheEarthspopulation!Justcheckoutthisgrowth
chartfromStatista:

FacebookhastonsofdatatheyletmarketersuseforFREE!Everything
frombasicdemographicssuchaslocation,age,gender,andinterests,to
thirdpartybehavioraldataincludingpurchasepatterns.

Facebookadvertisingischeap.Withtherighttargeting,youcanget
massiveresultswithaverysmallbudget.Itonlytakesacoupledollarsa
daytotest,thenyoucanscalefromtherebasedonyourbudget.

Inthisreport,youlllearnasimplesystemforuncoveringFacebook
audienceswithvirtuallynocompetition.

Thesemethodsworkforanyindustry,productorservice.

So,openyourwebbrowser,grabanotepad(realorvirtual),andletsget
started.

Getting Started

Define Your Customer

Facebookmarketingisallaboutgettingtherightmessageinfrontofthe
rightcustomers.So,beforewedigintospecificFacebookaudiences,its
importantforyoutodefineyouridealcustomer.

Startbycreatingafictionalavatarorpersonathatrepresentsyour
idealcustomer.Yourgoalistomakealistoftraitsandbehaviorsthat
differentiateyourcustomerfromeveryoneelse.

Spendalittletimeansweringthequestionsonthefollowingpagesand
brainstormthecharacteristicsofyouridealcustomer.

Demographics

Facebookusesbasicdemographicsforaudiencesandreports.So,letsstart
withthose.

Location

Wheredoesyourcustomerlive?Isyourproduct/serviceavailable
internationallyorisitspecifictoacountry,state/province,region,orcity?

Age

Howoldisyourcustomer?Facebookallowsyoutotargetaudiencesaged
13to64byage,butgroupseveryone65andolderintoasingleaudience.
Forreportingpurposes,audiencesarecategorizedbyagerange:1824,25
34,3544,4554,5564and65+.

Gender

Isyourcustomermaleand/orfemale?

Device

Whattypeofdevicedoesyourcustomeruse?Adesktopcomputer,laptop,
tablet,orsmartphone?

Language

Whatlanguagedoesyourcustomerspeak?

RelationshipStatus

Isyourcustomersingle,inarelationship,engagedormarried?Isyour
customerspecificallyinterestedinmenorwomen?

Education

Whatisyourcustomerseducationlevel?Highschool,collegeorgrad
school?

Work

Doesyourcustomerworkinaspecificindustry?Whatisyourcustomers
jobtitle?

Financial

Whatisyourcustomersincomeandnetworth?

Home

Doesyourcustomerrentorown?Whattypeofhomedotheylivein
singlefamilyormultifamily?Whatistheirhomevalue?

Parents

Isyourcustomeraparentorexpecting?Howmanychildrendotheyhave
andhowoldarethey?

Politics

Whatareyourcustomerspoliticalviews?

Lifestyle and Interests

Nowputyourselfinyourcustomersshoesandreallythinkaboutevery
aspectoftheirlife.

Whatisgoingoninyourcustomersliferightnow?

Whatproductsandservicesdotheybuy?

Wheredotheyshopandwhatbrandsdotheybuy?

Whatwebsites,forums,andblogsdotheyvisit?

Whatdotheydoforfun?

Whataretheirfavoritebooks,music,andTVshows?

Whatcelebritiesdotheyfollow?

Whatinformationandadvicemighttheysearchfor?

Whataretheirdreams,personalgoals,familygoalsandcareergoals?

Whateventsorconferencesdotheyattend?

Whatdotheyfearorworryabout?

Forexample,ifyoureplanningtoselladiaperbag,yourcustomeravatar
mightlooksomethinglikethis:

WomenintheUnitedStates(sinceyoudontcurrentlyshipinternationally)
aged20to35thatarecurrentlypregnantorhaveanewbaby.

10

Theyarebuyingproductsforthemselves,theirhome,theircarandthenew
babysuchasmaternityclothes,parentingbooks,skincareproducts,baby
clothes,carseats/strollers,babynurseryfurniture,babymonitorsandtoys.

TheyareinterestedinLamazeclasses,pediatricservices,childbirth,baby
names,babycare(feeding,sleeping,bathing),babyadvice,postpregnancy
weightloss,playgroups,etc.

Theyfollowcelebritymomsandchildexperts.

Theythinkaboutthesafetyoftheirchild,theirchildshealthandhappiness,
returningtowork,etc.

Yougettheidea.Gointoasmuchdetailasyoucanatthispoint,butdontget
hungupatthisstage.Asyouresearchinterests,youlldiscovermoreabout
yourcustomersandcaneasilyexpandorrefineyouravatar.

11

Create A Research List

Manytechniquesforlocatinganaudiencerequirekeywordsandtopicsthat
arerelatedtoyourproduct/service,andcustomers.

Basic Keywords

Basedonyourcustomeravatar,makealistofbasickeywordsthatare
relatedtoyourproduct/service,andcustomers.

Expandingonthepreviousexampleofadiaperbag,hereareafewbasic
keywordsthatyoumightuse:

Diaperbag
Baby
Mom/Mommy/Mother
Pregnant
Maternity
Parenting
Lamaze
Childbirth

12

Research List

Thenaddalistofproducts,services,topicsandconceptsrelatedtoyour
customers.Ifyoualreadyknowthem,addalistofrelatedbrandsand
companiestoo(includingcompetitors!).Ifnot,includeanoteaboutthe
informationthatyouneedtofind.Youllresearchtheseideaslaterto
identifynewaudiencesforyourproducts/services.

Forexample,yourlistfordiaperbagcustomersmightinclude:

Diaperbags(findcompetitors,storesandbrands)
Maternityclothes(findstoresandbrands)
Parentingbooks(findbooktitlesandauthors)
Skincareproducts(findproductsusedexclusivelybypregnantwomen
andnewmoms)
Babyclothes(findstoresandbrands)
Carseats/Strollers(findstoresandbrandsANDresearchotherbaby
products)
Babynurseryfurniture(findproducts,storesandbrands)
Babymonitors(findstoresandbrands)
Lamazeclasses
Pediatricservices
Childbirth(findexperts,books,authorsandwebsites)
Babynames(findbooks,authorsandwebsites)
Babycare(findproducts,stores,brandsandexperts)
PostPregnancyweightloss(findexperts,books,authorsandwebsites)
Childsafety(findproductsforhome)
Celebritymoms(findnamesandwebsites)
Playgroups(Mommyandme,etc.)

13

Use A Thesaurus

Checkyourbasickeywordsusingathesaurus.Thethesauruswillhelpyou
discovertheadditionalnamesthatyourcustomersmightusetodescribe
themselvesandyourproduct/service.

Visitthethesaurusathttp://www.merriamwebster.com/andenteryour
firstkeyword.

NOTE:Youmightwanttoturnonyouradblockingsoftwarebefore
visitingthissiteOtherwise,itprovidesthemostusefulsynonyms.

Lookthroughthesynonymsforyourkeywordandaddanyrelevantideas
toyourlist.

14

Inthisexample,youmightaddthefollowingkeywordstoyourlist.

Child
Infant
Newborn
Kid
Toddler

Searcheachofyouradditionalkeywordsandaddrelevantwordstoyour
list.

Mother
Expectant
Expecting

15

Set Up Power Editor for Testing

Asyoulocatenewinterests,youneedtotesttheminPowerEditortoseeif
theyareavailabletotarget.Youcantestasyougo,oronceyourlistis
complete.

SetupatestcampaignandadsetinPowerEditor.OpenPowerEditor.
ClicktheCreateCampaignbutton.SelectCreateNewandentera
campaignname(e.g.Test).Selectanybuyingtypeorobjectivesincethis
willnotbeusedforliveads.ClicktheChooseanAdSetcheckbox,select
CreateNewandenteranadsetname(e.g.,Test).Thenclickthe
Createbutton.

16

PowerEditorwillopentheCampaignDetailstab.ClicktheStatustoggle
todeactivatethetestcampaignjustincaseitgetsuploaded.

ClosetheCampaignDetailstabandclicktheAdSetstab.LocatetheTest
adsetandviewtheadsetdetails.
17

UnderAudience,clicktheEditAudiencebutton.

Asyoulocateinterests,youwillenterthemintheDetailedTargeting
fieldtoseeiftheyareavailabletotarget.

KeepinmindthatFacebookdemographics,interestsandbehaviorsare
veryspecific.Whenyouenteraninterest,tryseveralpartialsearchesbefore
determiningthattheinterestisnotavailable.Trywithandwithoutspaces
betweenwordsandaddingcomforwebsites,.

18

Forexample,ifyouresearchingforaninterestrelatedtotheNewYork
Mets,itmightbefoundunderNewYorkMets,NewYorkMets,NY
MetsorjustMets.

YourenowreadytodiscoverFacebookaudiencesthat99%ofother
marketerswillmiss.

Letsgo!

19

Facebook Tools

Facebookisthelogicalplacetostartfindingaudiencestotarget.

Audience Insights

AudienceInsightsisatooldesignedtohelpmarketerslearnmoreabout
theirtargetaudiences,includingaggregateinformationaboutgeography,
demographics,purchasebehaviorandmore.

Foranygiveninterestorbehavior,Facebookprovidesdataaboutthe
audiencemembersdemographics,behavioronFacebook,andpurchasing
activities.

Itsanamazinggoldmineoffreemarketinginformation.

Tostart,opentheAudienceInsightstool.Selectalocationandinitially
leaveAgeandGenderastheirdefaultvalues.

IntheInterestssection,enteroneofyourbasickeywordsfromthelist
youcreated.Continuingourbabyproductsexample,enterdiaperbag.

Inthiscase,theexactphrasediaperbagisfoundasanavailable
interest/audience.Ifyourfirstkeywordisnotfound,justtryadifferent
keyword.

20

OntheDemographicstab,takenoteoftheaudiencesizeand
demographics.

Makesuretheaudiencesizeissufficientbeforedrawinganyconclusions
fromthedemographicinformation.Eveniftheaudiencesizeissmall,you
canstillexplorethePageLikesinformationthough.

Theidealcustomerforthediaperbagproductwaswomenages20to35.
Theagerangeforthediaperbagaudiencematchesourinitial
assumption,butthegenderdataissomewhatsurprising.

21

74%oftheaudiencearewomenand26%aremen.Morementhanyou
mightexpectforababyproduct.Greatideafortargetingornewproduct
diaperbagsfordads!Asyoufindthesenuggetsofinformation,dont
forgettoaddthemtoyourlist!

BrowsethroughtheLifestyle,RelationshipStatus,EducationLevel
andJobTitlestoseeifyounoticeanytrendsthatmighthelpnarrow
youraudiencewhenyoustartrunningads.

Istheaudiencepredominantlymarried,collegeeducated,orworkingina
particularindustry?Comparethesetoyourcustomeravatar.

ClickthePageLikestabtoviewthisaudiencesFacebooktrendsand
behaviors.

22

ScrolldowntothePageLikessection.ThesearealistofFacebookpages
thatarerelevanttotheselectedaudience.Inourexample,theyarealistof
FacebookpagesthatpeopleintheDiaperBagaudiencelike.

Thefirstresultisapagenamed4moms.Clickthetitletovisitthepage.
Youwanttoquicklyreviewthepageforrelevancetoyourproductor
service.Lookatthepagedescriptionandcategory.Maybeclickoverto
theirwebsite.

Next,perusethelatestpoststoseeifthepageismaintainedandactive.
Youwanttoseealargeaudiencethatisresponsivetothepagecontent.Its
asignalthattheaudienceisrealandwasntcreatedwithfakeaccountsand
bots.Ifthepagewasupdatedtwoyearsagoandtherearenolikes,
commentsorsharesontheposts,skipit.

23

Inthisexample,the4momspageisababyproductsretailer.Thepage
hasrecentpostswiththousandsoflikes,commentsandshares.Itsa
keeper!Addittoyourlistofpossibletargetaudiences.

Ifyouwanttochecktheavailabilityofanaudienceasyougo,returntothe
testcampaignthatyousetupinPowerEditorandentertheaudienceinthe
DetailedTargetingfield.

The4momspageisavailablewithanaudiencesizeof678,620people.
Youcanalsogatheralistoftargetaudiencesfirstandthencheckthemin
PowerEditor.

ContinuecheckingadditionalpagesinthePageLikeslist.TheSummer
Infantpagematchesthecriteriaforrelevanceandactivity.Addittothe
list.

NextisTargetBaby.Thispageisrelevantandactive,butitsalsoahuge
brandwith1.6millionpagelikes.Unlessyouhavealreadydoneextensive
testingandknowyourtargetcustomerindetail,stayawayfromthereally
largebrandstostart.Youllgetmuchbetterresultswithsmallernichesites.

TheBoppyCompanyisperfect.Addittothelist.

24

TheDisneyBabypageisalsoahugebrand.Skipit.

PlaytexBabyandGaranimalsareborderlinehugebrands,butkeep
themfornow.

ContinuedownthelistofrelatedFacebookpagestodeterminerelevance
andactivity.ClicktheSeeMorebuttontorevealadditionalpages.

Atsomepointyouwillstartrunningintopagesthatarenotrelevantto
youraudienceandyoucanmoveontothenextstep.

ScrollbacktothetopofthePageLikestabandreviewthepageslistedin
TopCategories.ClicktheSeeAllbuttontoexpandthelistof
categories.

TopCategorieswillhelpyoudiscoverwhattheselectedaudiencelikeson
Facebook.ItwilltellyouwhatTVshowstheywatch,wheretheyshop,
whattheyread,etc.
25

YoullfindthatsomeofthepagesintheTopCategorieslistarenotrelevant
toyourcustomer,productorservice.ThatsOK.Thecategoriesthemselves
willhelpyoustartbrainstormingdifferentwaystoconnecttoyour
audience.

Usethisinformationtoexpandyourlistofproducts,services,topicsand
concepts.Forexample,youmightaddVitaminsandSupplementsor
Kitchenandcookingtoyourresearchlist.

TheBabyBulletpageisagreatexample.Itsapageforakitchen
applianceusedtomakebabyfood.Thepageisactiveandveryrelevantto
yourcustomersforadiaperbagproduct.Addittothetargetaudiencelist.
And,moreimportantly,makeanotetoresearchotherkitchenappliances
thatnewmomswoulduse!

TheBellefitMaternitypageisanothergreatexample.Itsapagefora
postpregnancyclothingitem.Theirproductisobviouslytargetedatnew
momsyourcustomers!Addittothelisttocheckasatargetaudienceand
addittoyourresearchlistasabrandofmaternityclothing.

Togetevenmorerelevantresults,addrelevant,highaffinitypagestothe
InterestsinAudienceInsights.So,keepyourinitialkeywordandaddthe
pagewiththehighestAffinityscorefromthetop10or15pagestothe
Interestslist.

InourDiaperbagexample,addTheBoppyCompanywithanAffinity
scoreof7.5.

26

YoullnoticethattheAffinityscoresincreasefromarangeof2.8x7.3xtoa
rangeof4.3x24.9x.Thatmeansthesepagesarehighlyrelevanttothe
DiaperbagandTheBoppyCompanyaudiencemembers.

Keepaddingrelevant,highaffinitypagestotheInterestslistuntilthereare
nonewpagestoexplore.Forexample,addJustBornnextwithan
Affinityscoreof14xtotheInterestslistinAudienceInsights.

AftercheckingjustonekeywordandrelatedpagesinAudienceInsights,
youvealreadyuncovered20+audiencesrelatedtoyourproduct/service,
andcustomers.Andthatsjustthebeginning!

Letsfindmorepages

27

Startbycheckingyourotherbasickeywords,researchconcepts,and
specificbrandsinAudienceInsights.

Deleteyouroriginalkeywordandaddanewkeyword.

Again,ifyourexactkeywordisnotfound,lookforsomethingsimilaror
justtryanotherkeyword.Intheexamplebelow,thekeywordMomwas
notavailable,buttherelatedkeywordMotherhoodwasavailable.

Foreachkeywordorresearchconcept,gothroughthesamesimpleprocess
tofindnewaudiences.

1. Reviewtheaudiencesizeanddemographics.
2. ReviewthepagesunderPageLikesandTopCategories.
3. Addadditionalrelevantaudiencestoyourlist.
4. Exploreadditionalpagesbyaddingrelevant,highaffinitypagesto
theInterestslistinAudienceInsights.

Next,checktheaudiencesfromyourgrowinglistinAudienceInsights.

28

Inourexample,oneofthepageswefoundwas4moms.So,letsadditas
aninterest.

Thensimplyrepeatsteps1through4abovetofindnewaudiences.

Theprocessseemstedious,butitactuallygoesveryquicklyonceyouget
thehangofit.Itprobablytookyoulongertoreadtheseinstructionsthanit
willtakeforyoutocheckalistofkeywordsandaudiencesinAudience
Insights.

Asyouexploreandexpandyourlistofkeywords,topics,companiesand
brandsusingtheothermethodsinthisreport,youmaywanttoreturnto
AudienceInsightsandrepeatthefourstepstouncoverevenmore
audiences.

29

Similar Pages

Facebookusedtodisplayalistofsimilarpageswheneveryoulikedapage.
YoucanstillaccessSimilarPageswiththishandylittleworkaround.

SearchforoneoftheaudiencesfromyourlistandgototheirFacebook
page.LetsgowiththeJustBornpageforthisexample.

CopythepageURL(e.g.,https://www.facebook.com/justbornforbabies/).

EntertheURLinthefieldathttp://findmyfbid.com/andclicktheFind
numericIDbuttontogettheFacebookPageID.

30

AddtheFacebookIDnumbertotheendofthisURL.Makesurethereare
nospacesbetweentheequalsignandtheIDnumber.

https://www.facebook.com/pages/?frompageid=

Forexample,

https://www.facebook.com/pages/?frompageid=573459786048501

31

ThenvisittheURLinyourwebbrowsertoviewalistofsimilarFacebook
pages.Scrollthroughthepagesforadditionaltargetingaudiences.

Thefirstresultinourexample,LittleGiraffe,isaperfecthidden
audience.Thepageisforahighendbabyblanketretailer.Doyouthink
thatmomswholiketheLittleGiraffepagewouldbeinterestedinyour
diaperbag?Youbet!Andtheyarelikelyanaudienceofbuyers.Even
better!

YouraveragemarketerisunlikelytofindtheLittleGiraffepageasan
interest.Why?Therearenobabyormomkeywordsinthepagename.
Soitsnotlikelytoshowupinasimplesearch.Lesscompetition=lower
costsandhigherreturnsforyou!

32

EnteringtheLittleGiraffepageintoyourPowerEditortestcampaign,
youllseethatitisavailableandhasanaudiencesizeof74,330people.
Wow!

Areyouexcitedyet?

Facebookisgreatforfindinghiddenaudiences.Nowletsexplodeyour
audiencelistwithtoolsoutsideofFacebook.

33

External Tools

LikeAlyzer

LikeAlyzerisacompletelyFREEtoolthatcollectsstatisticsonthemost
popularFacebookpages.Starthere:

http://likealyzer.com/statistics/facebook/likes

34

Youcannarrowdownthelistbycountryandcategory.Thisisthelistfor
theUnitedStatesandtheBabyGoods/KidsGoodscategory:

Scrollthroughtodiscoveradditionalaudiencesforyourads.

35

Bydefault,thelistissortedbynumberofpagelikes.Tosortbythe
LikeAlyzerLikeRankscore,clicktheLikeRanklink.

Thenselectyourcountryand/orcategory.

Thepagesarenowrankedbyhowlikeablethepageis.LikeAlyzeruses
morethan40FacebooksignalsintheirLikeRankscore.Scoresrangefrom1
to100withahigherscoreindicatingbetterperformance.

36

SortingbyLikeRankisagreatwaytofindsmallernichepagesthatare
availableasFacebookaudiencesandoverlookedbyothermarketers.

37


YoucanalsosearchLikealyzerbykeywordforalistofthetop10pages
sortedbyLikeRank.

38

Google Search

IfyouthinkFacebookstoresalotofdata,theypaleincomparisontothe
giantofdatacollectionandstorageGoogle.

TherearemultiplewaystoexploittheinformationinGoogletofind
hiddenaudiencesforyourFacebookads.

Rememberthatlistofkeywords,products,services,topicsandconcepts
thatyoumadewhilecreatingyourcustomeravatar?ItstimetouseGoogle
tocompleteyourresearchonthoseitems.

Google Keywords

TherearethreefreeGoogletoolsthatcanhelpyouexpandthelistof
keywordsandconceptsrelatedtoyourproduct/serviceandcustomer
GoogleSuggest,GoogleAdwordsKeywordPlannerandGoogleAdwords
DisplayPlanner

Thereasonforusingthesetoolsisnottogetanexhaustivelistofevery
keywordvariationavailable.Itstogetinspirationforproduct,servicesand
productsthatmightleadtonewaudiences.

Google Suggest

AsyoutypeintheGooglesearchbox,youwillseesearchpredictionsthat
aresimilartothetermsyouretyping.
39


Forexample,asyoustarttypingbabyclothesandenterbabyc,you
willseesuggestionssuchas:

Thislistofsuggestionsincludesseveralideasforproducts(clothes,cribs,
carrier,carseat)andawebsite(babycenter).Buttheresmore!

Thereisadifferentlistofsuggestionsforbabyd,babye,babyfand
soon.YoucouldmanuallytypeeachsearchvariationintoGoogle,butthat
wouldtakeforever.LuckilytherearethirdpartytoolsthatreturnGoogles
suggestionswithonesimplesearch.

WerecommendthefreetoolatTinySuggest.Itletsyoueasilyscroll
throughthesuggestionsandcopy/pasteordownloadtheresults.

http://www.tinysuggest.com/

Typeinanycombinationofapartialword,singlewordormultiplewords,
selectyourlanguageandclicktheGetsuggestionsbutton.

40

Itworksespeciallywelltoexpandongenericterms.Forexample,the
resultsforbabysoftwaregiveyouhundredsofkeywordsandideasthat
couldleadtopotentialaudiences.

41

Google Adwords Keyword Planner

TheGoogleAdwordsKeywordPlannerisafreetool(requiresanAdwords
account)tofindkeywordsrelatedtoyoursearchterms.

https://adwords.google.com/KeywordPlanner

VisittheKeywordPlannerandclicktheSearchfornewkeywordsusinga
phrase,websiteorcategoryoption.

42

EnterakeywordunderYourproductorservice,awebsite(yourwebsite,
acompetitorswebsite,abrandwebsite,etc.)underYourlandingpage,
orselectacategoryunderYourproductcategory,thenclicktheGet
ideasbutton.

43

QuicklyscrollthroughtheAdgroupideastabforconceptsrelatedto
yourproduct/serviceorcustomers.

44

ThenclicktheKeywordIdeastabandscrollthroughindividual
keywordsforideas.

45

Google Adwords Display Planner

WhileyoureloggedintoAdwords,gototheDisplayPlannertool.Youll
usetheDisplayPlannertooltofindwebsitesrelatedtoyour
product/serviceorcustomers.

ClicktheSearchfornewtargetingideasusingaphrase,websiteor
categoryoption.

EnteroneormorekeywordsandtopicsunderYourcustomersare
interestedin(youwillseealistofsuggestedkeywordsandtopicswhen
youstarttyping)orawebsite(yourwebsite,acompetitorswebsite,a
brandwebsite,etc.)underYourlandingpage,thenclicktheGet
placementideasbutton.

46

ScrollthroughthelistofWebsitesforaudienceideas.

47

ClicktheVideostabtoreviewrelatedYouTubechannels.Popular
YouTubechannelsandpersonalitiesmayhaveFacebookpagesthatyou
cantargetasanaudience.

TimetoheadbackovertoGoogleSearchforsomemoredigging.

48

Buyer Keyword Search

SearchGoogleforwebsiteswherecustomersalreadybuyproductsand
servicesfromyourbasickeywordlistorresearchlist.Entersearchphrases
suchas:

KEYWORD
buyKEYWORD
buyKEYWORDproducts
buyKEYWORDservices
buyKEYWORDonline
bestKEYWORD
bestKEYWORDproducts
bestKEYWORDservices
KEYWORDcoupon

Lookatthepaidandorganicsearchresultsforstores,companies,brands
andwebsitesthatyoucanuseastargetaudiences.

Searchingforbuydiaperbags,theresultsincludeanadfromZulily.com
andorganicresultsforBuyBuyBaby.cominadditiontolargerbrandssuch
asToysRUs.com,Amazon,Target,Walmart,etc.

49

Mostofthewebsitesonthefirstpageofthesearchresultsarefor
stores/brandsthataretoolargeandgeneric.

Ontopage2!

Atthetopofpage2,thereisapossibleaudience,BabyGearLab.com.Visit
thesiteandfindalinktotheirFacebookPageorsearchfortheirpagein
Facebook.

50

TheBabyGearLabFacebookpageonlyhas1,500likes,soitsrelevant,but
notlikelytobeanavailableaudience.

TheGiggle.comwebsiteisrelevantandhasalargerFacebookfollowingat
40klikes.AndwhenyoucheckGiggleasanaudienceinthetestcampaign,
itisanavailable.

However,theaudiencesizeisover800k,soitsobviouslynotspecifictothe
Giggle.comwebsite.Youcanattempttofindspecificwebsitesbyentering
anaudiencesuchasgigglecom(withoutthedot),butthatwasnot
available.

Next!

Inthemiddleofpage6,weuncoverarealgemDiaperDude.com.Thisis
ahighlyrelevant,activepagewith17kpagelikes.

Pageswithalowernumberofpagelikesmaynotbeavailableasa
Facebookaudience,butyouneverknowuntilyoutestit!So,letscheck
DiaperDudewiththetestcampaigninPowerEditor.

51

BINGO!Wehaveawinner!Aspecific,targetedlistofpeoplethatis
availableasaFacebookaudience.

Quicklyreviewadditionalsearchresultsforpossibleaudiencesortrya
newkeywordfromyourlists.

52

Product, Brand and Company Search

SearchGooglefortheproducts,brands,stores,companies,manufacturers
andwebsitesrelatedtoyourproduct/serviceandcustomers.Entersearch
phrasessuchas:

KEYWORD
KEYWORDbrands
KEYWORDstore
KEYWORDcompany
KEYWORDmanufacturer
KEYWORDwebsites
KEYWORDproducts

53

Forexample,inaGooglesearchforbabyfood,theresultsincludebrands
suchasGerber,PlumOrganics,EarthsBestandBeechnut.

54

InaGooglesearchforbabystrollerbrands,theresultsincludelinksto
listsoftopbrandssuchasUPPABabyandBugaboo.Yes,youmighthaveto
clickonalinktogettheinformationyoureafter

Eachproduct,brand,store,company,manufacturerandwebsiteisa
potentialaudienceforyourproduct/service!

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Group/Event Keyword Search

Thesekeywordphrasescanhelpyoufindgroupsandeventsrelatedto
yourproduct/serviceandcustomers.Entersearchphrasessuchas:

KEYWORDassociations
KEYWORDblogs
KEYWORDconferences
KEYWORDcommunity
KEYWORDcompetitions
KEYWORDclubs
KEYWORDevents
KEYWORDfederations
KEYWORDfestivals
KEYWORDforums
KEYWORDfoundations
KEYWORDmagazines
KEYWORDnewsletters
KEYWORDsocieties
KEYWORDsubscriptions
KEYWORDworkshops

Forexample,asearchfornewmomblogsreturnsRookieMoms.com,a
blogaboutthefirstyearsofmotherhood.

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TheRookieMomspageishighlyrelevantandanactivegroupwith20k
pagelikes.Checkingthisaudienceinthetestcampaignfindsanavailable
audiencesizeof18k.

AlittlefurtherdownthelistisStrollerTraffic.com.Theyhave104kpage
likesandtargetcitymomswithkidsunder3.

Facebookshowsanavailableaudienceofjustover100k.Yes,please!

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Influencer Search

Influencersareleadersinanindustryorcommunitythatyouaretargeting.
Theseindividualsareusuallyexpertsthathavealargefollowingandhave
astronginfluenceonyourcustomers.

Tolocateinfluencers,entersearchphrasessuchas:

KEYWORDexpert
KEYWORDkeynotespeaker
KEYWORDconferencespeaker
KEYWORDcoach
KEYWORDauthor
KEYWORDbestseller

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AGooglesearchforparentingexpertreturnsaslewofpotential
audiencesindividualexpertsandalistofthe20mostfollowedparenting
expertsonTwitter.ExpertswithalargeTwitterfollowingprobablyhavea
Facebookpagetoo!

Addtheinfluencersnameaswellastheirproduct(e.g.,booktitle),website
and/orcompanytoyouraudiencelist.
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Tools and Resources Search

Trytothinkofanytoolsandresourcesthatyouridealcustomermightuse.
Entersearchphrasessuchas:

KEYWORDresources
KEYWORDtools
KEYWORDsoftware
KEYWORDcalculator
KEYWORDcalendar

AGooglesearchforpregnancycalculatorrevealstheAlphaMom
blog.

TheAlphaMomFacebookpageisrelevant,activeandisavailableto
targetwithanaudienceofalmost17k!

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Media Kit Search

MediaKitsarerichsourcesofinformationaboutyourcustomersincluding
audienceideasanddemographicdata.Entersearchphrasessuchas:

KEYWORDmediakit
KEYWORDadvertisewithus

MediakitsareoftenreadilyavailableinPDFformat,soyoumightwantto
addthefiletypeoperatortoyoursearchquery:

KEYWORDmediakitfiletype:pdf
KEYWORDadvertisewithusfiletype:pdf

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Forexample,oneofthetopresultsforasearchforpregnancymediakit
isfromFitPregnancymagazine.Itcontainstopicsrelatedtofitnessand
pregnancy(HINTHINTaddthismagazineANDthesetopicstoyour
researchlist!)

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TheFitPregnancymediakitalsoincludesdemographicinformationfor
age,averagehouseholdincome,andhouseholdcomposition.Valuable
informationforrefiningyourtargetaudience!

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Facebook Site Search

Googlehasindexedalmost3billionFacebookpages.Whileyoucan
obviouslysearchinFacebookdirectly,Googleissuperioratrecognizing
synonymsandrelatedcontent.

TolocateadditionalFacebookpages,performasitesearchinGooglefor
Facebook.com.Enterthesearchphrase:

KEYWORDsite:facebook.com

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Theresultsforthesearchbabysite:facebook.comare:

Noticethatyoucanseethenumberofpagelikes.

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YoucanuseanotherGoogleoperatortorefineyoursearchtoincludeonly
pageswithXnumberoflikes!Addarangeforthenumberofpagelikes
usingthesyntaxABlikeswhereAisthelownumberintherangeand
Bisthehighnumberintherange.

KEYWORDsite:facebook.comABlikes

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Forexample,tofindpagesinthebabygoodscategorywithbetween
50,000and150,000pagelikesyouwouldsearchfor

babygoodssite:facebook.com50000...150000likes

whichreturnstheseresults:

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Torefineevenfurther,youcanaddtheinurloperatortoonlyshow
resultsfromtheLikestabofthepage.Thisremovesduplicatesandshow
resultsonlyfromFacebookpagesratherthanpostsandpictureswhich
maymatchtheothersearches.Youcanmixandmatchtheinurloperator
withthepagelikerange.

KEYWORDsite:facebook.cominurl:likes
KEYWORDsite:facebook.comABlikesinurl:likes

Refiningourprevioussearchusing:

babygoodssite:facebook.com50000...150000likesinurl:likes

nowreturnsresultssuchas:

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Childsplay!Nopunintended

Youvealreadyuncoveredatreasuretroveofaudiences,butthereseven
more!

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Amazon

Amazonistheworldsbiggestretailer.Youcanusetheirextensive
selectionofproductstofindamazingaudiencesforyourFacebookads.

Letsdigin!

Books and Authors

StartyourhuntatAmazon.comwithasearchintheBookscategory.

http://www.amazon.com/

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SelectBooksinthedropdownmenu,enterakeywordorsubjectand
clickthesearchbutton.NoticeAmazonalsogivesyousuggestionsasyou
type.

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IntheAmazonsearchresultsforbooks,exploretherelevantcategoriesfor
ideas.ClicktheSeemorelinktodisplayalloftherelatedcategories.

Clickonacategorytonarrowdownyoursearch.Afterthesearchresults
appear,clicktheSortbydropdownmenuintheupperrightcornerof
thescreenandselectMostReviews.

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IntheBaby&ToddlerParentingcategoryfromourexample,oneofthe
bookswiththeMostReviewsisTheHappiestBabyontheBlockby
HarveyKarp,M.D.:

Thereare1,998,mostlypositivereviews.ParentsreadingTheHappiest
BabyontheBlockwouldbeanexcellenttargetaudienceforourdiaper
bag.So,writedownthebooktitleaswellastheauthorsname.Youcan
searchforeachoftheseaudiencesinFacebook.

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SearchingforTheHappiestBabyontheBlockinthetestcampaignwith
PowerEditor,youfindanavailableaudienceof27k!

Inthiscase,theauthordoesnthaveaseparateFacebookpage,butitsa
goodideatocheck.

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Products and Brands

YoucanalsouseAmazontofindbestsellingproductsandbrands.

BrowsetheAmazondepartmentstofindtheproductsmostrelatedtoyour
customer.JustclicktheShopbyDepartmentbuttonintheupperleft
cornertoviewalistofalldepartments.

Findarelateddepartmentandclickthelink.

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TheBabylinkinthisexamplereturnsalargelistofproductcategories.

Clickonacategorylink.HerewechoseStandardStrollers.

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Theresultsincludeafulllistofbrandnamesfortheselectedproduct.Click
theseemorelinkforthefulllist.

Plusthereisalistofbestsellingproducts!

ClicktheSeeallbestsellerslinkforafulllistofbestsellingproducts.

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Getting The Most From

Your Audiences

Yourheadshouldbeexplodingwithaudienceideasatthispoint!

ByconductingafewsimplesearchesusingFREEtools,youhaveaHUGE
advantageovereveryothermarketerthatsimplytypestheirkeywordinto
PowerEditororFacebookgraphsearch.

NowitstimetosuperchargeyourprofitsfromFacebookadsandtargetthe
audiencesyouhavediscovered.

LetsreturntoPowerEditor.

Zeroinonyourtargetmarketbycombiningyouraudiencewith
demographics,behaviorsandotherinterests.Thisisespeciallyeffective
withlargeraudienceseitherindividualaudiencesorgroupsofrelated
audiences.

First,uselocations,age,andgenderfromyouridealcustomerresearchto
narrowyourtargetaudiencemembers.

Forexample,whenyouentertheDiaperbagaudienceintoPowerEditor,
theaudiencesizeis1.4million.Thatsaprettybigaudienceandyouwould
spendalotofmoneytryingtoreachallofthoseaudiencemembers.

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Reducetheaudiencesizeandmaketheadmoretargetedbychangingthe
Ageto2035andselectingWomenforGenderthedemographicsofour
idealcustomer.

Theagerangeandgenderselectionreducestheaudiencesizefrom1.4
millionto810k.Agoodstart,butwecandobetter.

Youcanalsonarrowaudiencesizesbydemographics,interests,and
behaviorsavailableinthePowerEditor(eitheraloneorinadditiontothe
location,agerangeandgender).

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First,clicktheNarrowAudiencelinktoopenanewfield.

FacebookwillperformanANDsearchusingthedemographic,interest
orbehavior(s)thatyouenterintheandMUSTALSOmatchatleastONE
ofthefollowingfield.Thatmeansyouwillonlytargetmembersofthe
audiencethatmatchbothcriteria.

Forexample,narrowingtheDiaperbagaudiencebyparentsofchildren
012monthsoldresultsinanewaudiencesizeof92k.

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Wenowhaveanaudienceofwomenaged20to35whoareinterestedin
pagesrelatedtodiaperbagandindicatetheyarenewparentswitha0to
12montholdbaby.Idsaythatsagoodtargetforourdiaperbagproduct!

Facebookdataisntperfect.Ifyouremovethe(012months)New
ParentsdemographicandinsteadselectExpectantparents,theaudience
sizechangestoonly590.Thatswaytoosmallofanaudience.Obviously
therearemorethan590expectantmothersbetweentheagesof20and35
onFacebook.

Justdoyourresearchandtest,test,test!Youllberewardedwithrock
bottomadcostsandrisingprofits.

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Questions?

Ifyouhaveanyquestionsaboutthisreport,needhelporwouldliketo
scheduleaconsultationaboutyourFacebookadvertising,pleasesendan
emailtosupport@NewMarketingReport.com.

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