Anthem

A Modern Marketing Child Theme for Divi
Discover Anthem

Anthem

A Modern Marketing Child Theme for Divi
Discover Anthem

State your claim with ANTHEM

Learn More

1000+

Lines of Code

Each line of code has been created to ensure maximum compatibility among major browsers. Crafted with great care and love.

Clean & Beautiful

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Carefully Crafted

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Made with Love

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Save Hours on Design

Features

Clean Typography

Font styles have been meticulously set to fit Anthem's aesthetics.

Forms & Opt-Ins

Included are dark & light contact forms, several email opt-ins, and slim email opt-ins.

Unique Layouts

Easily use one of our several Home Layouts, Base Layouts, and sample Craft Layout.

Ken Burns Header

With the right image, this effect can impress and make your site memorable. Subtlety is key.

Stunning Imagery

Parallax backgrounds and use of whitespace allows the focus to be on your images.

Features Grid

Easily showcase the features of your project with Anthem's Features Grid.

Team Options

Showcase your Team in a beautiful way. The column order adjusts for tablet & mobile.

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Extra Animations

We’ve added additional animation classes you can apply to your sections and modules.

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Animated Backgrounds

Subtlety and limited use of this feature is key as it can affect performance.

Pricing Table

Showcase your pricing tiers with Anthem's simple, bold Pricing Table.

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Gradient Text

For browsers that support it, we've included a Gradient Text effect with a fallback color.

Amazing Support

Email us and we’ll respond to you as soon as possible. We also have helpful video tutorials available.

Save Hours on Code

Get Fancy With It

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Nulla accumsan eros nec sem tempus morbi scelerisque.

Mix It Up

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Introducing Anthem. A modern Marketing Child Theme for Divi.

Black+White Layout

It's amazing how the absence of color can affect a design. The Black & White Home Layout shows with little style adjustments your page's design can vary greatly from the Main Home Page Layout. Classic all the way.

Anthem Crafts Layout

Extra care & attention went into the styling of the Section Headings in this layout. Carefully chosen photos shine alongside classic typography and whitespace.

Anthem Cycles Layout

Bold & Beautiful Photos sets this layout apart. We also have chosen a different Google Font to be highlighted on this page.

How about a slim opt-in bar?

There's a single field version on the About page...

ANTHEM

ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials.

State your claim with Anthem. Purchase today!

ANTHEM

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

Testimonials

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ANTHEM Divi Child Theme

Jane Doe

Designer

"Donec at vehicula risus. Cras vel sollicitudin ipsum. Etiam tincidunt placerat enim, a rhoncus eros sodales ut. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque."

ANTHEM Divi Child Theme

Jamal Lyons

Developer

+ Lines of Code

+ Hours

Solid Theme

Purchase ANTHEM Today!

Animated Gradient Background

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At least for most modern browsers, otherwise you get a solid color background.

Frequently Asked Questions

Toggle Title

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Additional Toggle Style

Toggle Title

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ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

State your claim with ANTHEM

Learn More

Anthem is the Child Theme You've Been Looking For!

Anthem is the Child Theme You've Been Looking For!

ANTHEM is Here

Introducing ANTHEM...a Modern Marketing Divi Child Theme crafted with great care and love. ANTHEM includes several Home Page Layouts, plenty of features, our popular Image Intense Plugin, incredible support, and 15+ video tutorials. Save hours on design & development by purchasing ANTHEM today.

State your claim with Anthem. Purchase today!

Beautifully Responsive

Anthem will look great on your tablet or mobile device. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus. Nulla accumsan eros nec sem tempus scelerisque.

State your claim with Anthem. Purchase today!

PRICING

Always know what you’ll pay.

BASIC

$19

PER MONTH

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ADVANCED

$49

PER MONTH

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PREMIUM

$99

PER MONTH

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Latest from the Blog

Left-Aligned Effect

€4,809,548 in 29 days

Last February we broke crowdfunding records and raised $1.19 million for the new collection of LIV Watches.

When Filippo Loreti asked me to help them with their launch, I knew we had great chances of smashing that record… I just didn’t expect we’d more than quadruple it!

So before anything else, massive congratulations to Matas Jakutis and the entire team of Filippo Loreti with their AMAZING achievement – attracting 18,550 backers and raising €4,809, 548 in just 29 days!

Now…

Kickstarter is a crazy AND dangerous place.

When you see successful stories like this, it’s easy to imagine that you only need to produce some product, put it on Kickstarter, press that big bad ‘Launch’ button, and start showering in money and fame – right?

I wish…

To this day, there are 209,786 projects that FAILED without even reaching their initial goal – that almost 2/3 of all that tried.

And there are just 210 projects that raised more than 1,000,000 dollars.

So how can You launch a successful project?

Is there anything you can do to become one of the top 20 projects in crowdfunding history of all time, like Filippo Loreti did?

Here are just a few suggestions that might help you.

1) Don’t expect wonders from Kickstarter:

Publishing a project is not enough. Getting featured by Kickstarter will probably not do much either.

If you’re not among the top 20 or even 5 most popular projects on Kickstarter (or at least in your own category), don’t expect to get many organic sales from their platform.

But if you can reach the top, you’ll get a ton of free exposure and sales.

2) Kickstarter is a sales channel, not a magical cash-machine:

In order to generate sales, you must have a way to generate attention.

If you don’t have an established community of followers or customers, or don’t have a solid advertising budget, you’re almost surely doomed to fail.

This might sound obvious, but it’s not. You might want to read it again. 🙂

3) A prelaunch campaign can save your project:

Again, Kickstarter is not a magical sales machine, it’s a sales channel. And if you don’t have any followers or customers that you can reach, it will be difficult to generate sales.

A solution to this can be a prelaunch campaign – using Facebook ads to promote an exclusive early access to your project, in exchange for an email sign up. You can then send a series of automated emails to these people, explain all the benefits they’re getting and why they should back you.

By running a prelaunch campaign for Filippo Loreti, we generated more than 15,000 emails in two weeks and had more than 500 of them buy on the first hours of the campaign.

This Day1 success immediately pushed our project higher in rankings, built social proof and helped us attract more backers later on.

4) Price matters:

If you look at the top 100 most funded projects, you’ll probably notice some patterns in their pricing, or not.

While there’s no golden rule, we feel that the sweet point on Kickstarter is selling something at $90-120. It’s cheap enough to be bought impulsively, yet gives you decent margins and enough leverage to invest into paid advertising.

With cheaper products, it’s very difficult to generate a positive return on advertising.

5) Don’t expect much from PR:

First, these journalists are bombarded with dozens of projects and potential news stories every day. And in order to get their attention, you really have to stand out or be their best friend forever.

Even after we broke through the $4 mn mark with Filippo Loreti, journalists were not eager to write a story about us.

And even when they did, being featured resulted in just a handful of sales.

6) Learn Facebook ads:

Yep, Facebook is BY FAR the best advertising tool in the world.

You can reach more than 15,000,000 people who’re interested in Kickstarter around the world.

And you can even narrow them down by using detailed targeting, reaching just those who’re interested in both Kickstarter AND technology/design//guitars/watches/etc – this was incredibly powerful for our launch.

Also…

7) Lookalike audiences work:

After we had about 6,000 emails of our backers, we uploaded them as a custom audience and used it to create dozens of lookalike audiences for the best performing countries.

For that, we used almost all possible lookalike audience percentages – top 1%, 2%, 1-2%, 3%, 3-6%, 2-4%, 5%, 10%, etc – depending on the size of the country.

I was sceptical about lookalike audiences at first, but they proved to be extremely effective, bringing most of sales on the final week of the campaign.

What was even more surprising to me, that there was a very clear difference in performance – the ‘higher’ the audience was, the better it performed.

So top 1% lookalikes outperformed 1-2% lookalikes, and these, in return, outperformed 2-3% lookalikes. Or 3% lookalikes had better results than 3-6% lookalikes, which had better results than 6-9% lookalikes.

Looks like all the data Facebook has about us makes their algorithms extremely accurate.

8) Don’t forget Engagement Audiences:

Just a few months ago Facebook introduced engagement audiences.

These allow you to create a unique advertising audience, consisting exclusively of people who’ve engaged with your posts or ads in the past 1 to 365 days.

While you can effectively show them remarketing campaigns, these audiences were even more valuable because we exclude them from all our acquisition campaigns – in this way, we don’t bombard people with ads that they’ve already clicked on, keep our frequency lower, and force Facebook to reach new people every day.

9) Facebook ads are hard:

During this campaign, I set up precisely 169 campaigns, 6,378 ad sets and 8,216 ads.

And all of them had unique custom referral tags and UTM parameters that allowed me to see which individual countries, specific interests, placements, and even ad creatives are generating sales.

That’s hundreds of rows and columns to analyse and make sense of every day – are you prepared?

10) Facebook ads are CRUEL:

Since summer, I worked with three other watch projects but the results were nowhere as close.

Facebook ads are cruel because they don’t care about you or your project.

I’m confident I can reach some of most, if not the most, qualified people in the world with Facebook ads, I can use numerous tactics to get them to click on those ads and visit the Kickstarter page, but… I cannot make people buy.

Shocking, I know…

But with all seriousness, if you don’t have a mindblowing offer, people won’t buy, no matter how well and how much you advertise.

11) Make an IRRESISTIBLE offer:

OK is not enough. Good will likely not be enough either.

It has to be truly EPIC: epic design, epic project video, epic description, epic photos, epic pledge levels, epic price point, epic customer support and epic value proposition.

Before you launch, you can correctly assume that people do NOT want to buy from you, but…

If you tick all of the boxes, if you hit the right emotions and desires, if you make them feel that they’re getting the most amazing deal they’ve ever had, then you’ll have more chances of succeeding on Kickstarter.

12) Sell before you Kickstart:

I believe the biggest mistake of crowdfunding is creating a brand new product as a brand new company, and immediately launching it on Kickstarter.

I’d suggest to do the opposite – get your product, get your samples, and start selling.

Sell 50 or even 100 products by whichever means you can – contact Facebook friends, LinkedIn contacts, use email or phone, pitch it to random people at a bar or at an event, or even on the street.

And don’t just accept a friendly ‘Oh, sure, I’d buy this…’ – if they say yes, immediately ask for their money or send them to a Paypal preorder page.

You’ll get an incredible amount of excuses and objections why they don’t want to buy it – take that feedback and improve your offer.

*************

These are just a few things that came to my mind as soon as I sat down to write this article, but there are plenty more.

From the outside, you don’t see the thousands of emails and comments Filippo Loreti team had to reply, all the photoshoots and design work that had to be done, all the improvements on the Kickstarter page and videos that were implemented, and all the sleepless nights Matas and Danielius spent.

But if you do take the above suggestions and put in the right amount of work, you can make your project successful, too.

Let me know what you think in the comments below.

Cheers!

P.S. And if you need any help with your Kickstarter project, feel free to get in touch.

The 9 Biggest Updates To Facebook Advertising Of 2015

Wow. Just. WOW.

Facebook’s been an advertising power-house for some time now…

But it was 2015 that brought an avalanche of the most exciting updates to their platform by far!

Revamped Ads Manager, Reports and Power Editor; Facebook Pixel, Instagram ads, Local Awareness Ads, Lead Ads, Multi-Product Ads, Dynamic Product Ads, Detailed Targeting, Bidding & Optimization, and more… – head spinning already? You bet!

If you’re not amazed by Facebook advertising yet, you will be by the time you finish this article.

So let’s dive in and see what were the biggest Facebook advertising updates of 2015!

P.S.: Yes, some of these were *introduced* in 2014, but they were only rolled-out to everyone in 2015 – and that’s what counts for me! After all, what good does it make, if a feature is only accessible via 3rd party tools or to companies with multi-million ad budgets? Don’t you agree?

1. Redesigned Ads Manager and Power Editor:

First, Facebook completely redesigned the Ads Manager:

So we revamped both Ads Manager and Power Editor to make it easier to create, optimise and monitor ad campaigns. Starting today we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.

It’s sleeker, easier to control, and offers more immediate information about your campaigns’ performance:

New Layout of Facebook Manager Ads Dashboard 2015

I love the Performance, Audience and Placement graphs – these three tabs can give some incredible insights on your ad campaigns already!

I’m very happy with the Performance, Audience and Placement graphs – these are the first things we analyse during our coaching calls, and usually we get some pretty interesting insights about the campaigns (like Facebook pushing all of the budget to the audience network, instead of the other placements…).

And although it’s definitely not perfect (count the number of clicks it takes to see the full preview of an ad…), we have Power Editor to make up for it!

Power Editor also became more user-friendly: with the new sidebar navigation, it’s now easier to make changes in the ad set level, then jump to the ads, get back to ad set, move to the campaign, duplicate them, return… – you get the idea!

New Layout of Facebook Power Editor tool for creating ad campaigns 2015

I like the new sidebar navigation, you?

LEARN MORE: learn more about all the numerous changes by reading this Ads Manager guide by Andrea Vahl, and this article by Jon Loomer.

2. New Facebook Pixel:

In 2015 Facebook also introduced the new Facebook Pixel, which is designed to merge the two previous pixels – conversion tracking pixel and remarketing pixel – into one.

The new Facebook Pixel for conversion tracking, optimization and remarketing

After you install the pixel on your website, you can use it for both remarketing and conversion tracking.

The two separate pixels caused a lot of head-aches to beginner advertisers – what’s the difference between them, where to find them, how to install them on your website, on which pages the have to go, and so on…

With the new Pixel you can build your Website Custom Audiences (i.e. build a specific target audience of everyone that visited your website) and track conversions with Custom Conversions at the same time:

New Facebook Pixel Dashboard - Audiences and Custom Conversions

The ‘Pixels’ dashboard displays the Total Traffic the website received in the last week. You can create specific remarketing audiences based on that.

LEARN MORE: To learn exactly how to implement Facebook Pixel on your website, listen to this podcast by Rick Mulready or read this article by Lauren Marchese on Kissmetrics.

After all, if you’re not using remarketing, you’re missing out on a huge opportunity to get more sales!

3. Detailed Targeting:

When I first saw Detailed Targeting appear in Power Editor, I started jumping on my bed, screaming with joy!

And why was I so excited?

Because it gives even more precision to your targeting. And more precision means more relevance, and more relevance means better results – less expensive leads, customers and sales.

Facebook Detailed Targeting Explained - Example Target Audience

Use Detailed Targeting to target the sweet-spot of your audience.

For example, imagine you’re launching a Kickstarter campaign for a watch you designed.

Now, instead of targeting a very broad, multi-million interest like Kickstarter, you can target people who are interested in both Kickstarter and Tag Heuer/Breitling/Tissot/Rolex/Longines… and so on:

Select more relevant Facebook target audience with Detailed Targeting

By using AND rule, you can target people who are interested in both A and B.

With this, you’ll be sure to reach just the most relevant people, instead of wasting your budget on random Facebook users! Hoooray!

LEARN MORE: See exactly how to use detailed targeting in this article I wrote.

4. Bidding and Optimisation:

Before, you could choose to optimise for your objective, but then you’d automatically be charged for impressions… why?

Facebook asked it themselves and decided to fix it – after an update to Optimization & Pricing, you can specifically choose what to optimise for (results, clicks…), how you want to get charged (by impressions, actions…) and how much you want to bid (use automatic bids or set a maximum bid).

Changes to Facebook bidding and optimization

You now have more control on what you want to optimize for, when you get charged, and how much you want to bid.

Although the traditional oCPM (optimized cost per mile) option is no longer there, you can still select the same bidding and pricing combination.

LEARN MORE: have a look at Facebook’s help section and read this article by Jon Loomer where he goes into much more detail.

And now, let’s look at even more interesting things…

5. Multi-Product Ads:

Technically, multi-product ads (a.k.a. carousel ads) were introduced in 2014 and became available via the Facebook ads API.

However, in 2015 they were released to all advertisers on Facebook!

With these, advertisers can promote multiple products and links within a single ad, instead of having to create separate ads:

The New Multi-Product or Carrousel Facebook Ads

An example of a carousel/multi-product ad on Desktop News Feed.

By doing this, you can increase click-through rates by as much as 180%, according to Foodpanda, and let people choose the product they’re most interested in – that’s a win-win for everyone.

LEARN MORE: read this tutorial I wrote about how to create them with Power Editor, and check out these 7 creative ways of using multi-products ads on AdEspresso’s blog.

6. Dynamic Product Ads:

If the multi-product ads weren’t enough, dynamic product should be!

Dynamic product ads are displayed to people based on the exact product/page that they visited – and managed by Facebook automatically.

Previously, it was available through third-party tools and Facebook Marketing Partners. Now, however, you can upload your entire product catalog directly to Facebook, create templates for your ad campaigns, like what to use for the headlines, text, images and so on, and let Facebook do the magic!

How to use Facebook Dynamic Product ads

According to Facebook, “JUNIQE, an online art retailer, increased conversion rates by 50% while reducing cost per purchase by 63%, using dynamic product ads.”

OK, the magic isn’t so easy to set up, but it’s epic nonetheless.

LEARN MORE: you can learn more about how to set it up in this article on Social Media Examiner.

7. Local Awareness Ads:

And then Facebook amazes you with a new ad format for local businesses – Local Awareness Ads (again, they were announced in 2014, but were only rolled out globally in 2015).

As with detailed targeting, the key here is to make ads more relevant, thus, more effective. And what’s the best way to achieve that for local businesses? – Location-based advertising.

So now, you can promote your restaurant or offline store by exclusively targeting people who are within a selected radius from your location. For example, target just those people who are within 1 mile from your coffee-shop and are interested in coffee – genius!

Facebook Local Awareness ads, designed for local businesses

Target people who are the closest to your business with Local Awareness Ads!

LEARN MORE: discover how to create Local Awareness ads in this article by Rocco Alberto Baldassarre and check out these 8 ways to use Local Awareness Ads for your business.

8. Lead Ads:

But how about those businesses that don’t have a brick-and-mortar store? Those which rely on getting phone calls, email inquiries or sign ups?

Well, we’ve got Lead Ads come to the rescue!

This new type of ads significantly simplifies the sign up process on mobile devices. No more dealing with mobile-unfriendly websites or filling in long and inconvenient forms – just tap twice on the ad, and you’re good to go!

Example of Facebook Lead Ads on mobile devices

Just two taps and you’re signed up!

And although these are not 100% perfect either (e.g. you lose out on building a website remarketing audience, and you can’t integrate it with your email service providers within Facebook), they’re still worth a try.

LEARN MORE: learn how to create Lead Ads in this article I wrote. And read this article and case study by Jon Loomer where reports a decrease in cost per lead by 47% – that’s massive!

9. Instagram Ads:

And the queen of them all – Instagram ads.

Technically, they were also introduced in 2014, not in 2015. However, only in 2015, Instagram ads became available to all advertisers, not just big brands – first on Power Editor and now on the Ads Manager too!

More than 400 million users are now on Instagram, so that gives a massive advertising opportunity for product-based companies, who can very easily fit into the context of Instagram.

Instagram ads now available on Power Editor and Facebook ads manager

Use Instagram ads that seamlessly blend into people’s news feeds.

Just please, don’t use the same ads on both Facebook and Instagram, will ya? That is definitely not cool – for each network its own creative.

So get some shots of your product being used, slap that Lark filter on it, and you’re good to go!

LEARN MORE: If you want to use Power Editor to create Instagram ads, read this article, and if you’d rather use Ads Manager, read this tutorial by Kristi Hines.


Summary:

So here you go! Plenty of exciting developments on Facebook’s advertising platform – I hope I didn’t miss anything else?

All of these updates can help your business grow and flourish. But if you’re not sure how to make the most of Facebook advertising, feel free to get in touch for a one-on-one coaching session – I’ll be sure to help.

Looking at the above, I have no idea what will happen in 2015, but I have a feeling Facebook ads will get even more mind-blowing (like the global rollout of Canvas and “Buy” buttons?.. 😉 ).

Your Turn:

What was the most exciting update for You? And how do you think Facebook advertising will change in 2016?

Let me know in the comments below – cheers! 🙂

New Facebook Detailed Targeting: How To Select LASER-Targeted Audiences

Have you ever felt that there’s something missing from the Facebook ad targeting?

Like the time you wanted to reach people interested in Marketing AND Chocolate at the same time?

Well, now you CAN.

Facebook is rolling out probably the most exciting thing about their advertising tool (as exciting as multi-product ads and lead ads)…

…DETAILED TARGETING!

If previously all of the interests would get combined with the OR rule (interest A or Interest B), now you can create extremely sophisticated, multi-layer deep target audiences, that will give you the ultimate precision.

In this article I’ll show you exactly how you can use Detailed Targeting on Facebook, for even greater advertising results.

[Tweet “Discover How To Create LASER-Targeted Audiences With Facebook’s New *Detailed Targeting*:”]

What Is Detailed Targeting?

In essence, Facebook is bringing four different targeting options, Demographics, Behaviors, Interests and Categories, into one place – and it makes so much sense!

After all, if advertisers can access these targeting choices easier, they can make their ads much more effective.

That will result in better results and, of course, more money spent on Facebook – it’s a win-win for everyone!

It will also be especially be helpful to beginner advertisers – whenever I mention different targeting options (like reaching parents, who are working in the Banking industry, celebrating their wedding anniversary in the next month…) during my coaching sessions, I get surprised faces all the time.

Now, everyone will see all the targeting options in one place, without needing to explore multiple drop-downs.

More imporatantly, you will be able to use the AND or NOT rules to narrow your audience down by including or excluding some people:

Facebook Detailed Ad Targeting Explained - Example Target Audience

Example audience: men in the US, aged 15-35, who use iPhone 6 or iPhone 6 Plus, AND are interested in action games, but NOT use 2g network.

 

Just one catch: right now detailed targeting is only available on Power Editor – yet another reason for you to start using it! 🙂

How To Use Detailed Targeting:

After you go to Power Editor and create a new campaign, go to the ad set level. There, click “Edit Audience” in the Audience section.

Once the new window opens, you will see the ordinary things: Custom Audiences, Locations, Age, Gender and Languages:

Basic Facebook Ads Targeting - Cutom Audiences, Location, Gender, Age, Languages and Detailed Targeting

Basic targeting – US, men and women, aged 25-54, who speak English – yields a potential audience of 53,000,000 people on the desktop news feed placement… and there’s the Detailed Targeting!

 

And just below the basic targeting is what we’re really interested in, the new Detailed Targeting!

Facebook's New Detailed Targeting Feature in Power Editor

As you can see, there is now just one field where you can add demographics, interests or behaviours. The way Facebook explains it:

Choose new targeting details to refine your audience from the people above. Adding the first option will decrease the size of your audience, and then each new option will increase the size from there.

Current Audience, New Critereria, New Facebook Target Audience

 

You start by typing in your demographics, interests or behaviours choices and select them from the list that appears, OR click on Browse, and go through the four categories manually, to see what is available:

Demographics, Interests, Behaviours and Categories under Facebook Detailed Targeting

These four main types of targeting haven’t changed much (at all?) – I won’t be able to type in all of them, but here are some of the top ones, and you can read this article by Jon Loomer to learn more:

  • Demographics:
    • Education:
      • Education Level
      • Fields of Study
      • Schools
      • Undergrad Years
    • Ethnic Affinity:
      • African American (US)
      • Asian American (US)
      • Hispanic (US – All)
      • Hispanic (US – Bilingual)
      • Hispanic (US – English Dominant)
      • Hispanic (US – Spanish Dominant)
    • Generation:
      • Baby boomers (US)
      • Generation X
      • Millennials
    • Home
      • Household composition
    • Life Events
      • Anniversary within 30 days
      • Away from family
      • Away from hometown
      • Friends of…
      • Long distance relationship
      • New job
      • New relationship
      • Newly engaged (1 year)
      • Newly engaged (3 months)
      • Newly engaged (6 months)
      • Newlywed (1 year)
      • Newlywed (3 months)
      • Newlywed (6 months)
      • Recently moved
      • Upcoming birthday
    • Parents
      • All parents
    • Politics (US)
      • US Politics (Conservative)
      • US Politics (Liberal)
      • US Politics (Moderate)
      • US Politics (Very Conservative)
      • US Politics (Very Liberal)
    • Relationship
      • Interested In
      • Relationship Status
    • Work
      • Employers
      • Industries
      • Job Titles
  • Interests:
    • Business and Industry
    • Entertainment
    • Family and relationships
    • Fitness and wellness
    • Food and drink
    • Hobbies and activities
    • Shopping and fashion
    • Sports and outdoors
    • Technology
  • Behaviours:
    • Digital activities
    • Expats
    • Mobile Device User
    • Seasonal and Events
    • Travel
  • More Categories:
    • Facebook Categories

Aaaand I’ll stop there!

Facebook Partner Categories Targeting only available in US

NOTE: not ALL of the Demographics/Interests/Behaviours/Categories choices will be available to you – some of these, especially the Facebook Categories, are only limited to advertisers in the US.

 

If you start typing directly into the search field with a specific interest you want to target, you will get even more choices – thousands, probably even millions of different targeting criteria.

But for now, select just one, e.g. Marketing, and get ready for some fun!

You will see two active links below the targeting field: Exclude People or Narrow Audience:

Facebook Detailed Tageting - include or exclude people in your advertising campaign

Let’s start with the “Narrow Audience” option.

How To Use Narrow Audience:

After you click on it, a new section will appear, stating: “and MUST ALSO match at least ONE of the following”.

What that allows you to do, is to take Audience A and reach a subset of people who ALSO match B. For example, people interested in Marketing and ALSO in Social Media Examiner:

Detailed targeting example in Facebook Power Editor with two interests

Targeting people who like Marketing and ALSO Social Media Examiner

 

And that’s not it!

You can click on “Narrow Further” to keep adding additional layers of targeting, say, people interested in Marketing AND interested in Social Media Examiner AND who are College Grads AND who are parents:

Facebook Detailed Targeting - Narrow your audience further with additional interests, demographics, behaviors, categories

*Sound of heads exploding* – you bet!

 

In this scenario, the potential reach went from 53 million people, to just 26,000 people who match EXACTLY the profile of a customer I might be looking for:

Potential Audience size with Facebook Detail Targeting

Again, that’s just one example of how you could use it.

You can have multiple interests in section 2 for example, and keep the rest as it is. Or include broader categories, such as Sales or Banking, in section 1 – with a little bit of audience research, the combinations are infinite!..

Not to mention, that you can even go beyond that with Exclude People…

How To Exclude People From Target Audience:

Finally, at the bottom of Detailed Targeting section, click on “Exclude People”.

As Facebook explains:

Choose new details to exclude people from the audience included above. Each new option will decrease the size of your audience.

Exclude People from your Facebook ads campaign with detailed targeting

“EXCLUDE people who match at least ONE of the following: Crocs” – because no-one should EVER like Crocs!

 

And there you have it! You’ve just nailed your targeting in the most amazing advertising tool in the universe.

Conclusions:

Final result: my new potential target audience is 12,000 people – can it get any more precise than that?

Of course, that’s an extreme, but I’m already in deep LOVE with this feature!

It puts even more control into the hands of marketers. By making the targeting more precise, we can make our ads significantly more attractive and effective.

And will that lower the advertising costs?

My guess is that yes, and no…

More precision means smaller audience, means more competition. If there are too many advertisers competing for the same niche audience, that will skyrocket the oCPM and the average cost per click for that audience – only time and testing will tell!

But I’d much rather know exactly who am I reaching than bet on huge audiences that aren’t interested in my offers, wouldn’t you?  🙂

I hope you are excited as I am! So, tell me:

What detailed targeting combination will YOU try out first?

 

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€4,809,548 in 29 days

Last February we broke crowdfunding records and raised $1.19 million for the new collection of LIV Watches.

When Filippo Loreti asked me to help them with their launch, I knew we had great chances of smashing that record… I just didn’t expect we’d more than quadruple it!

So before anything else, massive congratulations to Matas Jakutis and the entire team of Filippo Loreti with their AMAZING achievement – attracting 18,550 backers and raising €4,809, 548 in just 29 days!

Now…

Kickstarter is a crazy AND dangerous place.

When you see successful stories like this, it’s easy to imagine that you only need to produce some product, put it on Kickstarter, press that big bad ‘Launch’ button, and start showering in money and fame – right?

I wish…

To this day, there are 209,786 projects that FAILED without even reaching their initial goal – that almost 2/3 of all that tried.

And there are just 210 projects that raised more than 1,000,000 dollars.

So how can You launch a successful project?

Is there anything you can do to become one of the top 20 projects in crowdfunding history of all time, like Filippo Loreti did?

Here are just a few suggestions that might help you.

1) Don’t expect wonders from Kickstarter:

Publishing a project is not enough. Getting featured by Kickstarter will probably not do much either.

If you’re not among the top 20 or even 5 most popular projects on Kickstarter (or at least in your own category), don’t expect to get many organic sales from their platform.

But if you can reach the top, you’ll get a ton of free exposure and sales.

2) Kickstarter is a sales channel, not a magical cash-machine:

In order to generate sales, you must have a way to generate attention.

If you don’t have an established community of followers or customers, or don’t have a solid advertising budget, you’re almost surely doomed to fail.

This might sound obvious, but it’s not. You might want to read it again. 🙂

3) A prelaunch campaign can save your project:

Again, Kickstarter is not a magical sales machine, it’s a sales channel. And if you don’t have any followers or customers that you can reach, it will be difficult to generate sales.

A solution to this can be a prelaunch campaign – using Facebook ads to promote an exclusive early access to your project, in exchange for an email sign up. You can then send a series of automated emails to these people, explain all the benefits they’re getting and why they should back you.

By running a prelaunch campaign for Filippo Loreti, we generated more than 15,000 emails in two weeks and had more than 500 of them buy on the first hours of the campaign.

This Day1 success immediately pushed our project higher in rankings, built social proof and helped us attract more backers later on.

4) Price matters:

If you look at the top 100 most funded projects, you’ll probably notice some patterns in their pricing, or not.

While there’s no golden rule, we feel that the sweet point on Kickstarter is selling something at $90-120. It’s cheap enough to be bought impulsively, yet gives you decent margins and enough leverage to invest into paid advertising.

With cheaper products, it’s very difficult to generate a positive return on advertising.

5) Don’t expect much from PR:

First, these journalists are bombarded with dozens of projects and potential news stories every day. And in order to get their attention, you really have to stand out or be their best friend forever.

Even after we broke through the $4 mn mark with Filippo Loreti, journalists were not eager to write a story about us.

And even when they did, being featured resulted in just a handful of sales.

6) Learn Facebook ads:

Yep, Facebook is BY FAR the best advertising tool in the world.

You can reach more than 15,000,000 people who’re interested in Kickstarter around the world.

And you can even narrow them down by using detailed targeting, reaching just those who’re interested in both Kickstarter AND technology/design//guitars/watches/etc – this was incredibly powerful for our launch.

Also…

7) Lookalike audiences work:

After we had about 6,000 emails of our backers, we uploaded them as a custom audience and used it to create dozens of lookalike audiences for the best performing countries.

For that, we used almost all possible lookalike audience percentages – top 1%, 2%, 1-2%, 3%, 3-6%, 2-4%, 5%, 10%, etc – depending on the size of the country.

I was sceptical about lookalike audiences at first, but they proved to be extremely effective, bringing most of sales on the final week of the campaign.

What was even more surprising to me, that there was a very clear difference in performance – the ‘higher’ the audience was, the better it performed.

So top 1% lookalikes outperformed 1-2% lookalikes, and these, in return, outperformed 2-3% lookalikes. Or 3% lookalikes had better results than 3-6% lookalikes, which had better results than 6-9% lookalikes.

Looks like all the data Facebook has about us makes their algorithms extremely accurate.

8) Don’t forget Engagement Audiences:

Just a few months ago Facebook introduced engagement audiences.

These allow you to create a unique advertising audience, consisting exclusively of people who’ve engaged with your posts or ads in the past 1 to 365 days.

While you can effectively show them remarketing campaigns, these audiences were even more valuable because we exclude them from all our acquisition campaigns – in this way, we don’t bombard people with ads that they’ve already clicked on, keep our frequency lower, and force Facebook to reach new people every day.

9) Facebook ads are hard:

During this campaign, I set up precisely 169 campaigns, 6,378 ad sets and 8,216 ads.

And all of them had unique custom referral tags and UTM parameters that allowed me to see which individual countries, specific interests, placements, and even ad creatives are generating sales.

That’s hundreds of rows and columns to analyse and make sense of every day – are you prepared?

10) Facebook ads are CRUEL:

Since summer, I worked with three other watch projects but the results were nowhere as close.

Facebook ads are cruel because they don’t care about you or your project.

I’m confident I can reach some of most, if not the most, qualified people in the world with Facebook ads, I can use numerous tactics to get them to click on those ads and visit the Kickstarter page, but… I cannot make people buy.

Shocking, I know…

But with all seriousness, if you don’t have a mindblowing offer, people won’t buy, no matter how well and how much you advertise.

11) Make an IRRESISTIBLE offer:

OK is not enough. Good will likely not be enough either.

It has to be truly EPIC: epic design, epic project video, epic description, epic photos, epic pledge levels, epic price point, epic customer support and epic value proposition.

Before you launch, you can correctly assume that people do NOT want to buy from you, but…

If you tick all of the boxes, if you hit the right emotions and desires, if you make them feel that they’re getting the most amazing deal they’ve ever had, then you’ll have more chances of succeeding on Kickstarter.

12) Sell before you Kickstart:

I believe the biggest mistake of crowdfunding is creating a brand new product as a brand new company, and immediately launching it on Kickstarter.

I’d suggest to do the opposite – get your product, get your samples, and start selling.

Sell 50 or even 100 products by whichever means you can – contact Facebook friends, LinkedIn contacts, use email or phone, pitch it to random people at a bar or at an event, or even on the street.

And don’t just accept a friendly ‘Oh, sure, I’d buy this…’ – if they say yes, immediately ask for their money or send them to a Paypal preorder page.

You’ll get an incredible amount of excuses and objections why they don’t want to buy it – take that feedback and improve your offer.

*************

These are just a few things that came to my mind as soon as I sat down to write this article, but there are plenty more.

From the outside, you don’t see the thousands of emails and comments Filippo Loreti team had to reply, all the photoshoots and design work that had to be done, all the improvements on the Kickstarter page and videos that were implemented, and all the sleepless nights Matas and Danielius spent.

But if you do take the above suggestions and put in the right amount of work, you can make your project successful, too.

Let me know what you think in the comments below.

Cheers!

P.S. And if you need any help with your Kickstarter project, feel free to get in touch.

The 9 Biggest Updates To Facebook Advertising Of 2015

Wow. Just. WOW.

Facebook’s been an advertising power-house for some time now…

But it was 2015 that brought an avalanche of the most exciting updates to their platform by far!

Revamped Ads Manager, Reports and Power Editor; Facebook Pixel, Instagram ads, Local Awareness Ads, Lead Ads, Multi-Product Ads, Dynamic Product Ads, Detailed Targeting, Bidding & Optimization, and more… – head spinning already? You bet!

If you’re not amazed by Facebook advertising yet, you will be by the time you finish this article.

So let’s dive in and see what were the biggest Facebook advertising updates of 2015!

P.S.: Yes, some of these were *introduced* in 2014, but they were only rolled-out to everyone in 2015 – and that’s what counts for me! After all, what good does it make, if a feature is only accessible via 3rd party tools or to companies with multi-million ad budgets? Don’t you agree?

1. Redesigned Ads Manager and Power Editor:

First, Facebook completely redesigned the Ads Manager:

So we revamped both Ads Manager and Power Editor to make it easier to create, optimise and monitor ad campaigns. Starting today we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.

It’s sleeker, easier to control, and offers more immediate information about your campaigns’ performance:

New Layout of Facebook Manager Ads Dashboard 2015

I love the Performance, Audience and Placement graphs – these three tabs can give some incredible insights on your ad campaigns already!

I’m very happy with the Performance, Audience and Placement graphs – these are the first things we analyse during our coaching calls, and usually we get some pretty interesting insights about the campaigns (like Facebook pushing all of the budget to the audience network, instead of the other placements…).

And although it’s definitely not perfect (count the number of clicks it takes to see the full preview of an ad…), we have Power Editor to make up for it!

Power Editor also became more user-friendly: with the new sidebar navigation, it’s now easier to make changes in the ad set level, then jump to the ads, get back to ad set, move to the campaign, duplicate them, return… – you get the idea!

New Layout of Facebook Power Editor tool for creating ad campaigns 2015

I like the new sidebar navigation, you?

LEARN MORE: learn more about all the numerous changes by reading this Ads Manager guide by Andrea Vahl, and this article by Jon Loomer.

2. New Facebook Pixel:

In 2015 Facebook also introduced the new Facebook Pixel, which is designed to merge the two previous pixels – conversion tracking pixel and remarketing pixel – into one.

The new Facebook Pixel for conversion tracking, optimization and remarketing

After you install the pixel on your website, you can use it for both remarketing and conversion tracking.

The two separate pixels caused a lot of head-aches to beginner advertisers – what’s the difference between them, where to find them, how to install them on your website, on which pages the have to go, and so on…

With the new Pixel you can build your Website Custom Audiences (i.e. build a specific target audience of everyone that visited your website) and track conversions with Custom Conversions at the same time:

New Facebook Pixel Dashboard - Audiences and Custom Conversions

The ‘Pixels’ dashboard displays the Total Traffic the website received in the last week. You can create specific remarketing audiences based on that.

LEARN MORE: To learn exactly how to implement Facebook Pixel on your website, listen to this podcast by Rick Mulready or read this article by Lauren Marchese on Kissmetrics.

After all, if you’re not using remarketing, you’re missing out on a huge opportunity to get more sales!

3. Detailed Targeting:

When I first saw Detailed Targeting appear in Power Editor, I started jumping on my bed, screaming with joy!

And why was I so excited?

Because it gives even more precision to your targeting. And more precision means more relevance, and more relevance means better results – less expensive leads, customers and sales.

Facebook Detailed Targeting Explained - Example Target Audience

Use Detailed Targeting to target the sweet-spot of your audience.

For example, imagine you’re launching a Kickstarter campaign for a watch you designed.

Now, instead of targeting a very broad, multi-million interest like Kickstarter, you can target people who are interested in both Kickstarter and Tag Heuer/Breitling/Tissot/Rolex/Longines… and so on:

Select more relevant Facebook target audience with Detailed Targeting

By using AND rule, you can target people who are interested in both A and B.

With this, you’ll be sure to reach just the most relevant people, instead of wasting your budget on random Facebook users! Hoooray!

LEARN MORE: See exactly how to use detailed targeting in this article I wrote.

4. Bidding and Optimisation:

Before, you could choose to optimise for your objective, but then you’d automatically be charged for impressions… why?

Facebook asked it themselves and decided to fix it – after an update to Optimization & Pricing, you can specifically choose what to optimise for (results, clicks…), how you want to get charged (by impressions, actions…) and how much you want to bid (use automatic bids or set a maximum bid).

Changes to Facebook bidding and optimization

You now have more control on what you want to optimize for, when you get charged, and how much you want to bid.

Although the traditional oCPM (optimized cost per mile) option is no longer there, you can still select the same bidding and pricing combination.

LEARN MORE: have a look at Facebook’s help section and read this article by Jon Loomer where he goes into much more detail.

And now, let’s look at even more interesting things…

5. Multi-Product Ads:

Technically, multi-product ads (a.k.a. carousel ads) were introduced in 2014 and became available via the Facebook ads API.

However, in 2015 they were released to all advertisers on Facebook!

With these, advertisers can promote multiple products and links within a single ad, instead of having to create separate ads:

The New Multi-Product or Carrousel Facebook Ads

An example of a carousel/multi-product ad on Desktop News Feed.

By doing this, you can increase click-through rates by as much as 180%, according to Foodpanda, and let people choose the product they’re most interested in – that’s a win-win for everyone.

LEARN MORE: read this tutorial I wrote about how to create them with Power Editor, and check out these 7 creative ways of using multi-products ads on AdEspresso’s blog.

6. Dynamic Product Ads:

If the multi-product ads weren’t enough, dynamic product should be!

Dynamic product ads are displayed to people based on the exact product/page that they visited – and managed by Facebook automatically.

Previously, it was available through third-party tools and Facebook Marketing Partners. Now, however, you can upload your entire product catalog directly to Facebook, create templates for your ad campaigns, like what to use for the headlines, text, images and so on, and let Facebook do the magic!

How to use Facebook Dynamic Product ads

According to Facebook, “JUNIQE, an online art retailer, increased conversion rates by 50% while reducing cost per purchase by 63%, using dynamic product ads.”

OK, the magic isn’t so easy to set up, but it’s epic nonetheless.

LEARN MORE: you can learn more about how to set it up in this article on Social Media Examiner.

7. Local Awareness Ads:

And then Facebook amazes you with a new ad format for local businesses – Local Awareness Ads (again, they were announced in 2014, but were only rolled out globally in 2015).

As with detailed targeting, the key here is to make ads more relevant, thus, more effective. And what’s the best way to achieve that for local businesses? – Location-based advertising.

So now, you can promote your restaurant or offline store by exclusively targeting people who are within a selected radius from your location. For example, target just those people who are within 1 mile from your coffee-shop and are interested in coffee – genius!

Facebook Local Awareness ads, designed for local businesses

Target people who are the closest to your business with Local Awareness Ads!

LEARN MORE: discover how to create Local Awareness ads in this article by Rocco Alberto Baldassarre and check out these 8 ways to use Local Awareness Ads for your business.

8. Lead Ads:

But how about those businesses that don’t have a brick-and-mortar store? Those which rely on getting phone calls, email inquiries or sign ups?

Well, we’ve got Lead Ads come to the rescue!

This new type of ads significantly simplifies the sign up process on mobile devices. No more dealing with mobile-unfriendly websites or filling in long and inconvenient forms – just tap twice on the ad, and you’re good to go!

Example of Facebook Lead Ads on mobile devices

Just two taps and you’re signed up!

And although these are not 100% perfect either (e.g. you lose out on building a website remarketing audience, and you can’t integrate it with your email service providers within Facebook), they’re still worth a try.

LEARN MORE: learn how to create Lead Ads in this article I wrote. And read this article and case study by Jon Loomer where reports a decrease in cost per lead by 47% – that’s massive!

9. Instagram Ads:

And the queen of them all – Instagram ads.

Technically, they were also introduced in 2014, not in 2015. However, only in 2015, Instagram ads became available to all advertisers, not just big brands – first on Power Editor and now on the Ads Manager too!

More than 400 million users are now on Instagram, so that gives a massive advertising opportunity for product-based companies, who can very easily fit into the context of Instagram.

Instagram ads now available on Power Editor and Facebook ads manager

Use Instagram ads that seamlessly blend into people’s news feeds.

Just please, don’t use the same ads on both Facebook and Instagram, will ya? That is definitely not cool – for each network its own creative.

So get some shots of your product being used, slap that Lark filter on it, and you’re good to go!

LEARN MORE: If you want to use Power Editor to create Instagram ads, read this article, and if you’d rather use Ads Manager, read this tutorial by Kristi Hines.


Summary:

So here you go! Plenty of exciting developments on Facebook’s advertising platform – I hope I didn’t miss anything else?

All of these updates can help your business grow and flourish. But if you’re not sure how to make the most of Facebook advertising, feel free to get in touch for a one-on-one coaching session – I’ll be sure to help.

Looking at the above, I have no idea what will happen in 2015, but I have a feeling Facebook ads will get even more mind-blowing (like the global rollout of Canvas and “Buy” buttons?.. 😉 ).

Your Turn:

What was the most exciting update for You? And how do you think Facebook advertising will change in 2016?

Let me know in the comments below – cheers! 🙂

New Facebook Detailed Targeting: How To Select LASER-Targeted Audiences

Have you ever felt that there’s something missing from the Facebook ad targeting?

Like the time you wanted to reach people interested in Marketing AND Chocolate at the same time?

Well, now you CAN.

Facebook is rolling out probably the most exciting thing about their advertising tool (as exciting as multi-product ads and lead ads)…

…DETAILED TARGETING!

If previously all of the interests would get combined with the OR rule (interest A or Interest B), now you can create extremely sophisticated, multi-layer deep target audiences, that will give you the ultimate precision.

In this article I’ll show you exactly how you can use Detailed Targeting on Facebook, for even greater advertising results.

[Tweet “Discover How To Create LASER-Targeted Audiences With Facebook’s New *Detailed Targeting*:”]

What Is Detailed Targeting?

In essence, Facebook is bringing four different targeting options, Demographics, Behaviors, Interests and Categories, into one place – and it makes so much sense!

After all, if advertisers can access these targeting choices easier, they can make their ads much more effective.

That will result in better results and, of course, more money spent on Facebook – it’s a win-win for everyone!

It will also be especially be helpful to beginner advertisers – whenever I mention different targeting options (like reaching parents, who are working in the Banking industry, celebrating their wedding anniversary in the next month…) during my coaching sessions, I get surprised faces all the time.

Now, everyone will see all the targeting options in one place, without needing to explore multiple drop-downs.

More imporatantly, you will be able to use the AND or NOT rules to narrow your audience down by including or excluding some people:

Facebook Detailed Ad Targeting Explained - Example Target Audience

Example audience: men in the US, aged 15-35, who use iPhone 6 or iPhone 6 Plus, AND are interested in action games, but NOT use 2g network.

 

Just one catch: right now detailed targeting is only available on Power Editor – yet another reason for you to start using it! 🙂

How To Use Detailed Targeting:

After you go to Power Editor and create a new campaign, go to the ad set level. There, click “Edit Audience” in the Audience section.

Once the new window opens, you will see the ordinary things: Custom Audiences, Locations, Age, Gender and Languages:

Basic Facebook Ads Targeting - Cutom Audiences, Location, Gender, Age, Languages and Detailed Targeting

Basic targeting – US, men and women, aged 25-54, who speak English – yields a potential audience of 53,000,000 people on the desktop news feed placement… and there’s the Detailed Targeting!

 

And just below the basic targeting is what we’re really interested in, the new Detailed Targeting!

Facebook's New Detailed Targeting Feature in Power Editor

As you can see, there is now just one field where you can add demographics, interests or behaviours. The way Facebook explains it:

Choose new targeting details to refine your audience from the people above. Adding the first option will decrease the size of your audience, and then each new option will increase the size from there.

Current Audience, New Critereria, New Facebook Target Audience

 

You start by typing in your demographics, interests or behaviours choices and select them from the list that appears, OR click on Browse, and go through the four categories manually, to see what is available:

Demographics, Interests, Behaviours and Categories under Facebook Detailed Targeting

These four main types of targeting haven’t changed much (at all?) – I won’t be able to type in all of them, but here are some of the top ones, and you can read this article by Jon Loomer to learn more:

  • Demographics:
    • Education:
      • Education Level
      • Fields of Study
      • Schools
      • Undergrad Years
    • Ethnic Affinity:
      • African American (US)
      • Asian American (US)
      • Hispanic (US – All)
      • Hispanic (US – Bilingual)
      • Hispanic (US – English Dominant)
      • Hispanic (US – Spanish Dominant)
    • Generation:
      • Baby boomers (US)
      • Generation X
      • Millennials
    • Home
      • Household composition
    • Life Events
      • Anniversary within 30 days
      • Away from family
      • Away from hometown
      • Friends of…
      • Long distance relationship
      • New job
      • New relationship
      • Newly engaged (1 year)
      • Newly engaged (3 months)
      • Newly engaged (6 months)
      • Newlywed (1 year)
      • Newlywed (3 months)
      • Newlywed (6 months)
      • Recently moved
      • Upcoming birthday
    • Parents
      • All parents
    • Politics (US)
      • US Politics (Conservative)
      • US Politics (Liberal)
      • US Politics (Moderate)
      • US Politics (Very Conservative)
      • US Politics (Very Liberal)
    • Relationship
      • Interested In
      • Relationship Status
    • Work
      • Employers
      • Industries
      • Job Titles
  • Interests:
    • Business and Industry
    • Entertainment
    • Family and relationships
    • Fitness and wellness
    • Food and drink
    • Hobbies and activities
    • Shopping and fashion
    • Sports and outdoors
    • Technology
  • Behaviours:
    • Digital activities
    • Expats
    • Mobile Device User
    • Seasonal and Events
    • Travel
  • More Categories:
    • Facebook Categories

Aaaand I’ll stop there!

Facebook Partner Categories Targeting only available in US

NOTE: not ALL of the Demographics/Interests/Behaviours/Categories choices will be available to you – some of these, especially the Facebook Categories, are only limited to advertisers in the US.

 

If you start typing directly into the search field with a specific interest you want to target, you will get even more choices – thousands, probably even millions of different targeting criteria.

But for now, select just one, e.g. Marketing, and get ready for some fun!

You will see two active links below the targeting field: Exclude People or Narrow Audience:

Facebook Detailed Tageting - include or exclude people in your advertising campaign

Let’s start with the “Narrow Audience” option.

How To Use Narrow Audience:

After you click on it, a new section will appear, stating: “and MUST ALSO match at least ONE of the following”.

What that allows you to do, is to take Audience A and reach a subset of people who ALSO match B. For example, people interested in Marketing and ALSO in Social Media Examiner:

Detailed targeting example in Facebook Power Editor with two interests

Targeting people who like Marketing and ALSO Social Media Examiner

 

And that’s not it!

You can click on “Narrow Further” to keep adding additional layers of targeting, say, people interested in Marketing AND interested in Social Media Examiner AND who are College Grads AND who are parents:

Facebook Detailed Targeting - Narrow your audience further with additional interests, demographics, behaviors, categories

*Sound of heads exploding* – you bet!

 

In this scenario, the potential reach went from 53 million people, to just 26,000 people who match EXACTLY the profile of a customer I might be looking for:

Potential Audience size with Facebook Detail Targeting

Again, that’s just one example of how you could use it.

You can have multiple interests in section 2 for example, and keep the rest as it is. Or include broader categories, such as Sales or Banking, in section 1 – with a little bit of audience research, the combinations are infinite!..

Not to mention, that you can even go beyond that with Exclude People…

How To Exclude People From Target Audience:

Finally, at the bottom of Detailed Targeting section, click on “Exclude People”.

As Facebook explains:

Choose new details to exclude people from the audience included above. Each new option will decrease the size of your audience.

Exclude People from your Facebook ads campaign with detailed targeting

“EXCLUDE people who match at least ONE of the following: Crocs” – because no-one should EVER like Crocs!

 

And there you have it! You’ve just nailed your targeting in the most amazing advertising tool in the universe.

Conclusions:

Final result: my new potential target audience is 12,000 people – can it get any more precise than that?

Of course, that’s an extreme, but I’m already in deep LOVE with this feature!

It puts even more control into the hands of marketers. By making the targeting more precise, we can make our ads significantly more attractive and effective.

And will that lower the advertising costs?

My guess is that yes, and no…

More precision means smaller audience, means more competition. If there are too many advertisers competing for the same niche audience, that will skyrocket the oCPM and the average cost per click for that audience – only time and testing will tell!

But I’d much rather know exactly who am I reaching than bet on huge audiences that aren’t interested in my offers, wouldn’t you?  🙂

I hope you are excited as I am! So, tell me:

What detailed targeting combination will YOU try out first?

 

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