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OK.

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Welcome back.

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Now I realize that I'm throwing a lot of information at you in this part of the course when it comes

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to the customer itself and that you may well be feeling a little bit overwhelmed a little bit confused

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maybe you can see how this all kind of comes together.

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All right.

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But don't panic.

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Bear with me.

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When we actually get into the creation of the ads themselves this is going to start to crystallize.

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All right.

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You know just just except what I'm telling you the moment.

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You know make sure you understand the sort of the highest level.

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Don't worry about getting too much into the details.

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But the last point I want to talk about is what I find another very useful part of this process.

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OK.

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And I promise you the kind of the last piece of the jigsaw the main jigsaw at least is what I call buyers

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and communities.

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Now in the last slide we were looking at the audience insights too.

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And you know if you clicked around in there you're going to see us all these we will look at all these

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different likes that the pages that people like and there are thousands and thousands and thousands

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of them.

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So the question is you know which are of of of all the pages that somebody might like.

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Which ones.

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OK.

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That really tells us that they are buyers that they really are going to buy from us because it's very

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easy just to click on to Facebook and like this and like that it doesn't necessarily mean that they

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are of interest to us as a target audience.

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OK.

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So let's think about the buyers first.

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Now like does not equal a buyer now want to use the example of Labradors here to hopefully illustrate

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this.

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Now I like Labradors.

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OK.

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A monitor like page on Facebook at some point to do with Labradors.

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I've no idea.

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But I don't own one.

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Yeah.

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I like Labradors most people love dogs.

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You know I love Labradors but I see them I'm quite happy to have them sharpened my Facebook page whatever.

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But I don't own one and I probably never will own one sadly.

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So as a result I'm never going to buy anything related to Labradors.

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Yeah.

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I'm not even going to buy dog food.

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I'm not going to buy dodgeballs.

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I'm not going do anything.

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I just like Labradors.

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So how come we find on Facebook the people who you know don't just like Labradors but actually own them.

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So what we can do is also look for other pages they might like.

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Now I put Purina here which is if you don't know is a brand of dog food.

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OK.

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Now if I've liked Labradors and I've also liked Purina then is a pretty good chance that I own a Labrador

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right.

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I mean I'm unlikely to like a dog food page unless I've actually got a dog.

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Yeah.

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So there are certain things that will tell me all tell us excuse me on Facebook whether somebody really

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does own a dog or not there's another one that I use quite a lot which is called Bark box about boxes

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one of these.

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One of these sort of subscription delivery services where you sign up and dog owners sign up and every

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month they deliver to you a box of all kinds of goodies for your dog.

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Right.

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It's kind of a fun concept.

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Very popular.

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Great business.

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Again if I've bought a box and I've like Purina and I've liked Labradors then we start to see probably

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a profile of a person that genuinely has a dog.

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You know it genuinely has a Labrador let's say.

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And now I can present to them in my adverts my Labrador pendant for example whatever.

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Right now I'm talking much more to the right people.

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I'm using my ad spend much more wisely.

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So you know take that concept with any of the products you have and think about what it is that would

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genuinely confirm if you like.

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They really do.

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You know own a dog or do this activity or wherever it is or whatever it might be have a really good

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thing take your products and just you know usually I've taught you just there to think about are the

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types of people that are really going to buy your products the ones that you can really target.

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And when we get into the Facebook ads and we're not far away now you're going to see exactly how this

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works now.

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The other thing think about other communities.

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Now communities don't necessarily to my mind they're useful but it's not a complete confirmation that

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they have a dog.

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So again I love Labradors.

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I just made that up.

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I'm sure there is one called I Love Labradors and I Heart Labradors and I everything Labradors right

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you like I guarantee it.

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So I'm out on Facebook so you know I repeat myself but just because I you know have liked to page called

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I Love Labradors doesn't necessarily mean I have a Labrador but Labrador rescue.

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Yeah.

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There's a lot of rescue dog pages for example on on Facebook.

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Now if I've liked a rescue page that is far more confirmation really that I you know I like Labradors.

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I'm passionate and I want to save them and I'm much more involved in it in you know as a Labrador person

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not explaining it brilliantly.

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But do you see what I mean I've come from I love Labradors which you just cause some random Yes I love

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them whatever.

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To Labrador rescue somebody who is genuinely engage with them wants to help them just to save them.

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Probably involved in that whole group of people on Facebook where they can you know find owners for

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them and all that kind of stuff.

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So that again suddenly I've got somebody who's genuinely passionate now about Labradors.

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I talk about Labrador rescue and I can use that target audience for my Labrador pendant.

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So I hope that's clear.

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You know take again take what I've done in the past go back to the audience insights to you know spend

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some time clicking around on all those different pages and trying to find the buyers and the communities

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that relate the best to your product.