The Ultimate Tutorial On Targeting The Right Audience On Facebook & Instagram For Jewelry Brands
Summary
TLDRThis video script offers an in-depth guide for jewelry brands on targeting the right audience on Facebook and Instagram. It dispels myths about finding a 'magic interest' and emphasizes the importance of focusing on creatives, copy, and landing pages. The script advises identifying one or two key audiences and testing specific ad elements, highlighting the significance of clear niches, unique selling points, and use cases in ad success.
Takeaways
- 🧐 Targeting on Facebook and Instagram for jewelry brands should not rely on finding a 'magic interest', but rather on the platform's sophisticated algorithms.
- 📝 Facebook and Instagram have made updates to their ad targeting, including the default expansion of detail targeting and the removal of many interests, encouraging advertisers to focus on creatives and ad copy.
- 🎯 The right approach is to identify one or two specific audiences for your business and then test specific ad elements rather than extensive audience testing.
- 🤖 Algorithms on these platforms follow instructions based on four elements: clear niche, product name, unique selling point, and use case.
- 💍 Clear niches in the jewelry industry can be defined by target market, brand positioning, product as a gift, location, special occasion, or luxury appeal.
- 🚫 Avoid generic terms like 'for everyone' or 'for women' when defining your clear niche, as they do not help algorithms target specific audiences.
- 🌟 Unique selling points should highlight what makes your product different, such as multi-functional, sustainable, or personalized, and should be persuasive and compelling.
- 🙅♂️ Avoid generic and overused terms like 'unique', 'the best', or 'perfect' when describing your unique selling points, as they are not compelling to customers.
- 🛍 Use cases are important for showing where and how the product can be used, addressing a common concern for potential buyers.
- 📸 In ad visuals, ensure that the model and scenario align with the clear niche and unique selling points to help algorithms target the right audience.
- 🔗 Include all four elements (clear niche, product name, unique selling point, use case) in your ad copy or landing page to cover all aspects that influence algorithmic targeting.
Q & A
Why does the speaker start by addressing a myth about targeting on Facebook and Instagram?
-The speaker starts with a myth to eliminate limiting beliefs and encourage business owners to fully leverage the sophisticated algorithms of Facebook and Instagram.
What is the common myth about targeting on Facebook and Instagram mentioned in the script?
-The common myth is that finding a specific 'magic interest' will result in a high return on ad spend.
What changes did Facebook make in September that impact targeting?
-In September, Facebook made the detail targeting expansion on by default, allowing ads to be delivered beyond the selected audience if it's likely to improve performance.
How did advertisers react to Facebook's removal of many interests in January?
-Advertisers were concerned and confused about how to target their audience without the removed interests.
What approach does the speaker suggest for audience targeting on Facebook and Instagram?
-The speaker suggests finding one or two specific audiences that work for your business and then focusing on testing specific ad elements.
What four elements do the algorithms consider when targeting ads?
-The algorithms consider clear niche, product name, unique selling point, and use case.
Why is having a clear niche important for targeting ads?
-A clear niche helps specify the ideal customer for the product, making it easier for algorithms to target the right audience.
What are some examples of niches within the jewelry industry provided in the script?
-Examples include target markets like women on the go, dreamers, achievers, gift-oriented niches, location-based niches, special occasion niches, and luxurious jewelry for elevated men and elegant women.
What makes a good unique selling point according to the speaker?
-A good unique selling point highlights what makes the product different and compelling, with features and benefits like multifunctional, sustainable, personalized, timeless, and handcrafted.
What should be avoided when defining unique selling points?
-Generic terms like unique, the best, and perfect pieces should be avoided as they are not persuasive or compelling.
Why is specifying the use case important in ad targeting?
-Specifying the use case helps both the algorithms and the audience understand where and how the product can be used, addressing a common concern about the versatility of jewelry.
What example does the speaker give to illustrate how successful brands use these targeting elements?
-The speaker shows a video ad example where a muscular model with tattoos is used to appeal to a specific audience, highlighting unique selling points like waterproof and showcasing the use case for gym and everyday wear.
What is the final call to action in the video script?
-The final call to action is for viewers to schedule a call with the speaker to discuss implementing these techniques in their own business and ads.
Outlines
🔍 Myths and Strategies for Targeting Jewelry Brands on Social Media
This paragraph discusses the common myth that finding a specific interest group on Facebook and Instagram is key to successful advertising for jewelry brands. The speaker emphasizes that relying on this belief can limit the effectiveness of the sophisticated algorithms these platforms offer. They highlight that Facebook and Instagram have been updating their targeting options, suggesting that advertisers should focus more on creatives, copy, and landing pages rather than on narrow audience targeting. The right approach is to identify one or two audiences that resonate with the business and then test specific ad elements to refine targeting. The speaker also introduces the concept that algorithms consider four elements when deciding ad targeting: clear niche, product name, unique selling point, and use case.
🎨 Defining Clear Niches and Unique Selling Points for Jewelry Marketing
The second paragraph delves into the importance of defining a clear niche and unique selling points (USPs) for jewelry products. The speaker outlines various niches within the jewelry industry, such as targeting different types of women or occasions, and advises against using generic terms that don't help algorithms identify the right audience. For USPs, the paragraph differentiates between premium and affordable jewelry, suggesting features and benefits that could set each apart. The speaker also warns against using vague or overused terms like 'unique' and 'the best,' urging advertisers to find truly compelling USPs. Additionally, the paragraph touches on the importance of showcasing use cases for jewelry, such as for weddings or everyday wear, to address customer concerns about where and how to use the products.
🚀 Implementing Targeting Techniques and Unique Selling Points in Ads
In the final paragraph, the speaker stresses the importance of implementing the discussed techniques and strategies into the viewer's business and advertising efforts. They provide a call to action, inviting viewers to book a call to discuss how these strategies can be tailored to their specific business needs. The speaker also shares an example of a video ad that successfully incorporates the elements of clear niche, unique selling points, and use cases, demonstrating how these elements can be visually and textually represented to appeal to the target audience and guide the platform's algorithms in ad targeting.
Mindmap
Keywords
💡Targeting
💡Facebook and Instagram
💡Myth
💡Algorithms
💡Interests
💡Creatives
💡Copy
💡Landing Page
💡Clear Niche
💡Unique Selling Point (USP)
💡Use Case
Highlights
The guide focuses on targeting the right audience for jewelry brands on Facebook and Instagram.
Dispels the myth that finding a 'magic interest' is key to high return on ad spend.
Facebook and Instagram's algorithms are sophisticated and can expand beyond the defined audience for better ad performance.
Latest updates from Facebook include default targeting expansion and removal of many interests for ad targeting.
The importance of focusing on creatives, copy, and landing page improvements rather than just audience targeting.
Suggests finding one or two specific audiences for your business based on interests or categories.
Algorithms follow instructions based on four elements: clear niche, product name, unique selling point, and use case.
Clear niche examples include target markets, empowerment, gift positioning, location-based, special occasions, and luxury targeting.
Avoid using generic terms like 'for everyone' when defining a clear niche for better algorithm targeting.
Unique selling points should highlight what makes the product different, such as multi-functionality or sustainability.
Use cases for jewelry include weddings, business meetings, work, dates, or the gym, which are important for customer decision-making.
Examples of brands using clear niche, unique selling points, and use cases in their ads are provided.
The importance of visually showcasing unique selling points in ads, not just textually.
How the model selection in ads can influence algorithm targeting to match the ideal customer profile.
The video ad example demonstrates how to incorporate all four elements into an ad for maximum impact.
Encourages viewers to implement these strategies in their own ads for improved results.
Offers a call to action for a consultation to implement these techniques in viewers' businesses.
Transcripts
this is the ultimate guide when
targeting the right audience with
facebook and instagram for jewelry
brands and probably this is not
something that you are expecting so get
a piece of paper because you're going to
take some notes and i'm going to go very
much in depth and give you certain
examples for any kind of jewelry premium
affordable you name it
let's start with one strong myth that
people have around targeting on facebook
and instagram why would we want to start
with a myth because first of all we want
to eliminate kind of this belief
otherwise you are limiting yourself and
you are not fully taking advantage of
that sophisticated algorithms that
facebook and instagram has right now so
many business owners think that i have
to find that magic interest that is
going to give me that high return on
spend when that is not the case at all
and a question that you might have is
that well archer how do you know that
why are you so certain about this first
of all just looking at the latest
updates that they made for example in
september they started making the detail
targeting expansion on it's by default
on which simply means if we take a look
at the ads manager right here they say
we may deliver ads beyond your audience
for eligible ad objective if it's likely
to improve performance this simply means
even if you are selecting some interest
where some look-alikes they're gonna go
most likely beyond your audience if they
think that your ads might perform within
our categories of interests then after
that what they did i think at the end of
january they removed tons and tons of
interest and i know lots of like
business owners and advertisers they
freaked out they think oh how can i
target my audience if i don't have those
interests anymore
and actually as time goes on i can
foresee that they're going to remove
like most of the interest so what they
are telling us is that hey
please focus on creatives on copies and
improve your landing page and we are
going to work out with who actually to
show your ads to
so you don't need to focus so much on
audience testings and like testing
interests and look-alikes and so on and
so forth so what's the right approach
find one or two audiences that work
specifically for your business it can be
a stack of interests that fall into one
category for example hobbies magazines
brands or interests related to your
niche which is
might be like art jewelry custom jewelry
or you know you could even go abroad
without any detailed targeting without
interest and once you found out like
that one or two audience then focus on
testing specific ad elements that is
going to target your right audience
which i'm gonna talk about that right
now so in the coding or software space
the algorithms are basically following
some kind of instructions from a person
that gave him in the first place so if
the algorithm see that your ads follow
these instructions they're gonna make
sure your ads will be displayed to this
particular audience if they follow other
instructions then we're gonna target a
completely different audience and these
algorithms look at four elements and
then based on that they are targeting
that the group of audience based on
their instructions so what are those
four elements archie so there is clear
niche the product name the unique
selling point and the use case the
product name is pretty self-explanatory
i'm not gonna go very much into that
element basically you have to make sure
that you have somewhere written your
product name it can be in the ad copy it
can be on your ad creative itself or on
the landing page because we look at
those three kind of components so what i
want to go into and give you examples is
clear niche unique selling point and use
case so after this video you will be
able to get access to this project by
clicking on file and then make a copy
now let's start with a clear niche so
with a clear niche what you are trying
to accomplish here is you want to be
specific to whom is this product who is
our ideal customer and within the
jewelry industry there are kind of like
six options for the clear niche so one
is for our target market for example for
women on the go for the dreamer for the
go-getter the achiever and then the
second option is ideal if your message
of your brand
is kind of positioned in a way that you
are trying to
help other people to be a better version
of themselves were to
kind of try and show other people
another version another better version
of themselves for example empowers you
to be the designer so the keyword is
designer here i hope this makes sense
the third option is if you position your
product as a gift so for your best
friend mother sister boyfriend and so on
and so forth then we could have a
location based for example for a
scandinavian or german or spanish women
next one is for a special occasion for
wedding guests bridesmaids brides and
the last one is if you're selling more
luxurious
jewelry for elevated men incredibly
elegant women as you can see just taking
one specific product right here we have
six angles
just for our clear niche but you could
use
in your ads and target the right
audience one thing that i wanted to
avoid when it comes to a clear niche is
that do not use very generic things like
for every single you for women for
everybody this is not going to help the
algorithms to show your ads to an
audience who are looking for your
specific products now let's talk about
the unique selling points
here is all about
what makes your product different and
why people would need to choose your
brand or your products so you want to
talk about some features and some
benefits as well so for premium jewelry
you could have things like
multi-functional sustainable elevated
personalized timeless handcrafted finest
and elegant and as for the affordable
jewelry
some of the unique selling points you
could have is sustainable personalized
affordable flattering and trendy these
are just some examples you could have
other unique selling points for your
brand this is something that you have to
work out on your own and find out with
what makes your product different what
is the wrong approach things like unique
the best perfect pieces first of all
this is not persuasive at all and like
customers they already used to hear this
a lot so it is not compelling and in
most cases this is not enough customers
nowadays they already assume that your
product has a very good quality is
unique and so on and so forth you've got
to be sure that your unique selling
points is something that really stands
out now the next element that you have
to work on and showcase in your ads is
the use case where they can use this
product for so for weddings for business
meetings work for dates for gym so you
got the idea this is important not only
for the algorithms but as we have with
unique selling points this is compelling
and important for your audience very
very often within the jewelry industry
people who are into jewelry they have
this concern about what way they can use
this product for in fact this is one of
the biggest concern about purchasing
piece of jewelry they are wondering
where they can use this product for some
people are looking more for
kind of like using this product for
every single day other people are
looking more for specific occasions you
have to save it in your ads or on your
landing page and the wrong approach here
is not including this element within
your ads now i'm going to show you some
examples of that so you could see how
these brands who are spending hundreds
of thousands of dollars in their ads
manager they are using these elements
here you could see some images where
these brands are using the clear niche
for example here we have for the change
makers and then here we have for mom so
when it comes to images it's pretty
difficult to
put all those elements within just one
single ad that's why the other elements
you have to make sure that they are
displayed either on your ad copy or on
your landing page in that way you cover
all those four elements in some kind of
shape or form here is video ad but i
want to play it and show you
how this single video covered all those
kind of components
so let's move on and let's watch it
so within this ad you will observe that
first of all
just using this person
this model is selected very very
strategically
why because they know that their ideal
customer looks something like
pre-muscular men with tattoos so by
showing this person in this video
algorithms are going to target an
audience who look just like this model
and after that you could see some unique
selling points like waterproof and one
thing they do very well is that not only
they are putting this as a text overlay
but also they showcase this visually
because to customers also it appeals
much more in that way and then you are
going to see that this uh person is
going to gym so this is the use case
where they can use this product for now
after the gym we could see that this guy
is going somewhere so we could assume
that this product also can be as an
everyday wear not only for the gym now i
gave you a lot of insights at this
moment it's extremely important to
execute these techniques and strategies
maybe a next question that you might
have is how can i actually implement
this in my business and in my ads how
can i take these techniques and add them
onto my ad creatives for that go ahead
and click on the link below to share a
call of me where i will take a look at
your business and see if we have the
right fit to work together don't let
this video feel like oh yeah arch like
this is pretty cool we have to implement
and execute these techniques so you
could see those improvements and results
that you are looking for so shout out
your call now and i will talk to you
soon bye
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