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These are the user uploaded subtitles that are being translated: 1 00:00:02,300 --> 00:00:02,720 OK. 2 00:00:02,720 --> 00:00:03,520 Welcome back. 3 00:00:03,530 --> 00:00:09,170 Now I realize that I'm throwing a lot of information at you in this part of the course when it comes 4 00:00:09,170 --> 00:00:15,920 to the customer itself and that you may well be feeling a little bit overwhelmed a little bit confused 5 00:00:15,920 --> 00:00:18,650 maybe you can see how this all kind of comes together. 6 00:00:18,940 --> 00:00:19,300 All right. 7 00:00:19,310 --> 00:00:20,180 But don't panic. 8 00:00:20,180 --> 00:00:20,830 Bear with me. 9 00:00:20,840 --> 00:00:26,500 When we actually get into the creation of the ads themselves this is going to start to crystallize. 10 00:00:26,510 --> 00:00:27,290 All right. 11 00:00:27,290 --> 00:00:31,770 You know just just except what I'm telling you the moment. 12 00:00:31,790 --> 00:00:34,550 You know make sure you understand the sort of the highest level. 13 00:00:34,550 --> 00:00:37,570 Don't worry about getting too much into the details. 14 00:00:38,240 --> 00:00:44,350 But the last point I want to talk about is what I find another very useful part of this process. 15 00:00:44,360 --> 00:00:44,710 OK. 16 00:00:44,720 --> 00:00:51,080 And I promise you the kind of the last piece of the jigsaw the main jigsaw at least is what I call buyers 17 00:00:51,170 --> 00:00:53,090 and communities. 18 00:00:53,090 --> 00:00:56,410 Now in the last slide we were looking at the audience insights too. 19 00:00:56,450 --> 00:01:01,760 And you know if you clicked around in there you're going to see us all these we will look at all these 20 00:01:01,760 --> 00:01:08,700 different likes that the pages that people like and there are thousands and thousands and thousands 21 00:01:08,810 --> 00:01:10,010 of them. 22 00:01:10,070 --> 00:01:17,750 So the question is you know which are of of of all the pages that somebody might like. 23 00:01:17,750 --> 00:01:19,460 Which ones. 24 00:01:19,560 --> 00:01:20,240 OK. 25 00:01:20,420 --> 00:01:29,060 That really tells us that they are buyers that they really are going to buy from us because it's very 26 00:01:29,060 --> 00:01:34,730 easy just to click on to Facebook and like this and like that it doesn't necessarily mean that they 27 00:01:34,730 --> 00:01:39,180 are of interest to us as a target audience. 28 00:01:39,870 --> 00:01:40,200 OK. 29 00:01:40,220 --> 00:01:44,210 So let's think about the buyers first. 30 00:01:44,210 --> 00:01:53,090 Now like does not equal a buyer now want to use the example of Labradors here to hopefully illustrate 31 00:01:53,090 --> 00:01:53,790 this. 32 00:01:53,930 --> 00:01:55,780 Now I like Labradors. 33 00:01:55,790 --> 00:01:56,080 OK. 34 00:01:56,090 --> 00:02:00,960 A monitor like page on Facebook at some point to do with Labradors. 35 00:02:01,010 --> 00:02:02,550 I've no idea. 36 00:02:03,830 --> 00:02:05,870 But I don't own one. 37 00:02:06,060 --> 00:02:06,710 Yeah. 38 00:02:07,250 --> 00:02:09,880 I like Labradors most people love dogs. 39 00:02:09,890 --> 00:02:14,990 You know I love Labradors but I see them I'm quite happy to have them sharpened my Facebook page whatever. 40 00:02:15,290 --> 00:02:19,090 But I don't own one and I probably never will own one sadly. 41 00:02:19,280 --> 00:02:23,630 So as a result I'm never going to buy anything related to Labradors. 42 00:02:23,720 --> 00:02:24,890 Yeah. 43 00:02:25,400 --> 00:02:26,770 I'm not even going to buy dog food. 44 00:02:26,780 --> 00:02:27,940 I'm not going to buy dodgeballs. 45 00:02:27,950 --> 00:02:28,760 I'm not going do anything. 46 00:02:28,760 --> 00:02:31,180 I just like Labradors. 47 00:02:31,280 --> 00:02:42,160 So how come we find on Facebook the people who you know don't just like Labradors but actually own them. 48 00:02:42,170 --> 00:02:49,220 So what we can do is also look for other pages they might like. 49 00:02:49,220 --> 00:02:52,800 Now I put Purina here which is if you don't know is a brand of dog food. 50 00:02:52,900 --> 00:02:53,180 OK. 51 00:02:53,180 --> 00:03:01,750 Now if I've liked Labradors and I've also liked Purina then is a pretty good chance that I own a Labrador 52 00:03:01,760 --> 00:03:02,090 right. 53 00:03:02,090 --> 00:03:08,800 I mean I'm unlikely to like a dog food page unless I've actually got a dog. 54 00:03:08,960 --> 00:03:09,500 Yeah. 55 00:03:09,710 --> 00:03:15,470 So there are certain things that will tell me all tell us excuse me on Facebook whether somebody really 56 00:03:15,470 --> 00:03:22,220 does own a dog or not there's another one that I use quite a lot which is called Bark box about boxes 57 00:03:22,250 --> 00:03:23,400 one of these. 58 00:03:23,870 --> 00:03:31,610 One of these sort of subscription delivery services where you sign up and dog owners sign up and every 59 00:03:31,610 --> 00:03:36,450 month they deliver to you a box of all kinds of goodies for your dog. 60 00:03:36,490 --> 00:03:36,740 Right. 61 00:03:36,740 --> 00:03:37,990 It's kind of a fun concept. 62 00:03:38,000 --> 00:03:39,190 Very popular. 63 00:03:39,290 --> 00:03:41,680 Great business. 64 00:03:42,080 --> 00:03:50,870 Again if I've bought a box and I've like Purina and I've liked Labradors then we start to see probably 65 00:03:51,350 --> 00:03:54,730 a profile of a person that genuinely has a dog. 66 00:03:54,960 --> 00:03:57,850 You know it genuinely has a Labrador let's say. 67 00:03:58,070 --> 00:04:06,100 And now I can present to them in my adverts my Labrador pendant for example whatever. 68 00:04:06,140 --> 00:04:11,360 Right now I'm talking much more to the right people. 69 00:04:11,360 --> 00:04:15,700 I'm using my ad spend much more wisely. 70 00:04:15,800 --> 00:04:22,730 So you know take that concept with any of the products you have and think about what it is that would 71 00:04:22,850 --> 00:04:26,120 genuinely confirm if you like. 72 00:04:26,120 --> 00:04:28,480 They really do. 73 00:04:29,180 --> 00:04:36,020 You know own a dog or do this activity or wherever it is or whatever it might be have a really good 74 00:04:36,020 --> 00:04:42,320 thing take your products and just you know usually I've taught you just there to think about are the 75 00:04:42,320 --> 00:04:46,980 types of people that are really going to buy your products the ones that you can really target. 76 00:04:47,270 --> 00:04:51,710 And when we get into the Facebook ads and we're not far away now you're going to see exactly how this 77 00:04:51,710 --> 00:04:54,870 works now. 78 00:04:55,730 --> 00:04:58,280 The other thing think about other communities. 79 00:04:58,370 --> 00:05:08,480 Now communities don't necessarily to my mind they're useful but it's not a complete confirmation that 80 00:05:08,600 --> 00:05:10,800 they have a dog. 81 00:05:10,820 --> 00:05:12,660 So again I love Labradors. 82 00:05:12,680 --> 00:05:13,290 I just made that up. 83 00:05:13,310 --> 00:05:17,260 I'm sure there is one called I Love Labradors and I Heart Labradors and I everything Labradors right 84 00:05:17,370 --> 00:05:19,140 you like I guarantee it. 85 00:05:19,370 --> 00:05:24,800 So I'm out on Facebook so you know I repeat myself but just because I you know have liked to page called 86 00:05:24,830 --> 00:05:32,740 I Love Labradors doesn't necessarily mean I have a Labrador but Labrador rescue. 87 00:05:32,990 --> 00:05:33,250 Yeah. 88 00:05:33,290 --> 00:05:36,890 There's a lot of rescue dog pages for example on on Facebook. 89 00:05:36,890 --> 00:05:45,060 Now if I've liked a rescue page that is far more confirmation really that I you know I like Labradors. 90 00:05:45,240 --> 00:05:56,020 I'm passionate and I want to save them and I'm much more involved in it in you know as a Labrador person 91 00:05:56,690 --> 00:05:57,910 not explaining it brilliantly. 92 00:05:57,920 --> 00:06:02,660 But do you see what I mean I've come from I love Labradors which you just cause some random Yes I love 93 00:06:02,660 --> 00:06:03,720 them whatever. 94 00:06:03,780 --> 00:06:09,100 To Labrador rescue somebody who is genuinely engage with them wants to help them just to save them. 95 00:06:09,110 --> 00:06:14,480 Probably involved in that whole group of people on Facebook where they can you know find owners for 96 00:06:14,480 --> 00:06:15,720 them and all that kind of stuff. 97 00:06:15,770 --> 00:06:21,060 So that again suddenly I've got somebody who's genuinely passionate now about Labradors. 98 00:06:21,090 --> 00:06:29,010 I talk about Labrador rescue and I can use that target audience for my Labrador pendant. 99 00:06:29,330 --> 00:06:32,480 So I hope that's clear. 100 00:06:32,630 --> 00:06:40,340 You know take again take what I've done in the past go back to the audience insights to you know spend 101 00:06:40,340 --> 00:06:47,640 some time clicking around on all those different pages and trying to find the buyers and the communities 102 00:06:49,180 --> 00:06:52,860 that relate the best to your product. 9894