How your Google analytics data can boost your Facebook ads targeting

Transcript

As you probably know, Google Analytics has a ton of useful data you can use on your website. It tells you all about the demographics of users and how they interact with your website. How can you get Google Analytics data from your website demographics into your Facebook advertising targeting options? Well, I’m going to show you exactly how you can use your Google Analytics data in your Facebook ads and that is coming up.

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Hey everyone, Darren Taylor of the bigmarketer.co.uk giving you tips, insight, and opinion on all things marketing. If that sounds up your street, you should consider subscribing. Today, I’m looking at Google Analytics and how we can get some of that good analytics data into your Facebook ad campaigns. Let’s jump right into it. Let’s kick things off first by looking at the gender of users of your website.

As you know, Facebook advertising has a ton of targeting options including gender, but your Google Analytics account also holds gender data on your website users. You can definitely leverage that and put that into your Facebook campaign set up in terms of which gender performs the best on your website. It’s easy to do that. Head over to your Google Analytics account, log in, look down the left-hand side menu, and take a look at the demographics reporting. There’s two types of demographic reporting, and gender is the one we’re looking at now.

With this data, you’ll be able to see which gender spends the longest time on your website, converts the most, and also, produces the most website sessions overall. This will give you a great indication as to how to start your Facebook campaign in terms of gender. Maybe your industry is very female-focused, it could be makeup and things like that, so your gender, of course, will typically be female, whereas it might be a bit more difficult in some other niches where you don’t actually know which gender performs the best and by digging into your analytics data, you can actually find that information out for sure.

Onto number two, staying with demographics, right next to the demographic of gender, you also see age within analytics as well. This is a fantastic report because, again, reflected in Facebook ads, you can target by age range. Are the users of your website millennials? Are they baby boomers? What kind of age is the main use of your website? Who converts the most, spends the longest time on the site, produces the most sessions? These kind of metrics are the ones I would look at in order to see which data to use in my Facebook campaign. Check out the age, see what age matches up to your best user type, and then put that age range into your Facebook campaign because that’s going to make a huge difference.

Now, onto number three, this one is a bit more difficult to interpret, but essentially, what we’re going to look at is the type of audience using your website right now. Within Google Analytics, there’s a report around interest. Head over to your analytics dashboard, look down the left-hand side menu, and head over to interests. There are two types of interest reports you need to pay attention to. The first one is affinity audiences. This is an audience that Google uses a number of data points, across the users of your website and across how they use the web to interpret the interests that people have that visit your websites. These kind of audiences will give you a good indication as to the type of interest your users typically have which you can relay into your Facebook campaigns as well.

These people obviously might be interested in specifically your subject matter of what you’re promoting but, of course, there might be crossover interests. If you’re seeing a pattern of users who convert really well on your website, who produce the longest number of sessions, and the highest number of sessions as well, then this will really, really help you understand how to set your Facebook campaign up. The second type of audience insight you can get from Google Analytics is the in-market audience.

An in-market audience is essentially an audience interpreted by Google using various data points to see what the user is in market for, essentially, what they are looking to buy right now. This can be really an interesting category to use if you’re doing something that takes a long time to sell or a fast-moving consumer good where people are in the market for it right now. This will give you a good indication of results to feedback into your Facebook campaign.

This user might be in the market for buying electronics, it might be buying clothing, it might be a long-term purchase in terms of maybe a software package that they’ll be using over time as a subscription, a number of different types of services this person could be looking for. That segment of in-market audiences is really going to give you an idea as to what people are looking for right now when they head to your website and convert as well which you can pass into your Facebook ad set up.

To those of you that use Google AdWords, you probably would have seen these audience definitions before in terms of affinity audiences and in-market segments as well because these are the targeting options available in Google AdWords. It’s the same on your website, so analytics wise, when people come to your website, those same benchmarks and definitions Google uses to find those audiences are the ones going to your website as well, so it works in both ways.

There’s only one caveat I will mention with all these targeting options I’ve given you from Google Analytics and that is obviously, Facebook’s demographic targeting is going to be better than Google’s because Facebook has exact data. If you set up a Facebook profile, you choose your gender. You tell Facebook your age. You’re telling Facebook willingly all of these data points whereas on Google, they have to rely on a number of different sources, potentially, their Google accounts and things like that and a number of different data points to get that data.

Still, if you have enough data and enough information, this will definitely help you set up your Facebook campaigns from a good starting point. You also may have noticed there are other data points within Google Analytics as well, and you’re absolutely right to use those. Check out which mobile devices people are using when they convert on your website because that’s going to be important for your Facebook campaigns as well.

In addition to that, look where the location is. Where are the people that you want to convert converting from? Are they in the countries you expect? If they’re not, is that a good problem to have? Are you happy for people outside of potentially what your perceived idea of the targeting is to convert on your websites as well? Take a look at all of these reports. Put them together. Dig out the data and really understand what users of your website are doing in their demographics and feed that right into your Facebook ad campaigns.

Thank you guys so much for watching. If you like this video, please leave me a like. Head down to the comments and let me know what other data points you’re using in your Facebook campaigns that you’ve bought from other sources. More important than that, don’t forget to subscribe. I’ll see you guys next time.