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I came across this article from AsEspresso regarding FB Behavioral Targeting.  I know we've been focusing on demographics and interests, but maybe we can also look at this in the future?

https://adespresso.com/blog/reach-your-100-perfect-audience-with-facebook-behavioral-targeting/

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A clear brief of how our audience testing process works need to be shared with the clients during the Kickoff session.  This should be the perfect time to ask them about their customer profiles and even create saved audiences right at this stage together with the client.

At the same time, a clear brief to the team of how things should go is an integral part of the process to make sure that we are creating campaigns that are in line with everyone's expectations.

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We need to have a dedicated person who will double-check the audience setup and make necessary recommendations if needed.  This way, we can avoid campaigns going live without high-level audience targeting.

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1. Check client notes for audience targeting and ask managers if there are kickoff meeting notes or recording
2. Create Personas using the client notes and kickoff meeting recording as reference
a. To be discussed by creative team and ads specialist
b. Use a Buyer Persona template like this one from HubSpot ->
c. Utilise Facebook Audience Insights to see other related interests revolving around created personas.

Notes:
- RFT System should be updated. Building buyer personas will mean we should utilise custom ads straight away.
- This would mean spending more time building RFT1 campaigns.

Audience Set to be built in RFT1
TOF campaigns
- Buyer Personas
- Customer List Lookalikes and Other Value-Based Lookalikes

MOF campaigns
- Social Media Engagements
- Bounce / Website Visitors without valuable action taken

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1. Creation of personas
2. Using Facebook's audience insight tool to target other interests related to target persona/audience
3. Time to formulate/brainstorm audience

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1. Onboarding form
2. Client Call (Ask about Unique Selling Proposition, Target Audiences [see customer audience survey sample above] - get as much information from client as possible
3. Pass information to Digital Strategist to come up with top 3 customer personas and strategy (and attach client call recording)
3.5 OR convene a Strategy meeting after watching recording of client session and come up with top 3 customer personas and strategy
4. Ads Specialist would make audience targeting and let team know
5. Approval of audience targeting and funnel structure by Digital Strategist
6. Ads Specialist would pull organic post from client as RFT1 creative (if not possible, Content Creator will create RFT1 ads mockups)
7. RFT1 - Test different audiences (at least 3)
8. Conclude winning audience (and discuss with Pod what went wrong, what went well and what to do for RFT2 Creative Testing)

Note: Clients previously expressed that they have a hard time filling out our on-boarding forms, so maybe a client interview would be a more casual and easier way to relay more information to us. (compared to the tedious task of typing things down) (I was originally thinking of adding a separate form or more questions for audience targeting but I think they wouldn't enjoy adding to the things they would have to type down)

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Who is my audience? (Gender, age, occupation, education level, income level, location)
What are my audience's interests, lifestyle, personality?
What brands / interests does my audience identify with?
Who influences their product choices?
Are my current Social Media (Facebook/Instagram) followers my ideal customers?
What is the main reason people buy from us? (Unique Selling Proposition)
What are my audience's gains? (benefits which the customer expects and needs)
What are my audience's pains? (the negative experiences, emotions and risks that the customer experiences)
List as many needs, problems and challenges your customers might have.
What do they typically like about our product or service?
What frustrates them about our product or service?
How did they learn about us?

Who are my main competitors?

What is my audience most worried about?
What goals do they have?
Where do they consume their information?
What sort of content do they enjoy the most?

“If you could change one thing about the way you currently X, what would it be?”

Please see this 19 page guide: How to develop a Facebook Ads Buyer Persona Workbook:

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1. Get more information from client. Maybe a dedicated time during client meetings to discuss their target audience. [and include this video recording and summary before RFT1] (I have attached sample questions on the right - on the next note)
Observation: Information doesn't trickle down from client > customer support > digital strategist > PM > Ads specialist + Content Creator as smoothly as I would hope. (Some details gets lost along the way)
2. Ads specialist - use tools such as Facebook Audience Insights to get more ideas on targeting
3. Someone should check detailed audience targeting before running RFT1 Ads. Maybe Digital Strategist or an Ads Specialist QA person.
4. A specific place where everyone can pitch in suggestions for audience targeting, buyer personas

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1. A video explainer / breakdown / guidance from Digital Strategist to detail audiences (based from client sessions, onboarding form, personal knowledge and theories) (a good example is what Kyle said about Business Coaching Works)
2. A strategy session before RFT1 (Digital Strategist + PM + Ads Specialist + Content Creator) to discuss the client, lock-in targeting and funnel structure and strategy.

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I suggest that before we start the testing, all assets should be fixed and settled first so that we can run the ads smoothly.

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The ads request form and AAP slides really helps when setting up the RFT1 campaigns.

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1. Assets should be complete and fixed before we start RFT1, especially the Pixel.
2. Specific and complete info from some clients of the personas they want to target.

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I find that the brainstorming session very helpful since we get to discuss each of the clients and pitch-in our ideas

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1. We could ask the client who their competitors are to save time in doing research.
2. Digital Strategist can assist in researching target audience and in creating customer personas.

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1. We don't have a target audience size
2. We should align the number of audiences to test according to client's budget (if the budget is too low for an ad set, we can't have enough data to conclude winners)

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Before starting the setup, plan for detailed customer personas first and also ask for client's inputs. If we already have a solid audience, we can then create targeted ads for those specific personas.

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Initial research on competitors and potential interests that we can target. Collaboration of the team as well in forming audiences.

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1. Revive the Content Plan presentation but only retain the most important sections - retain slides starting from Content Plan slide only? (don't spend too much time on aesthetics since the presentation is for internal use only - will not be presented to client)
2. Continuous research/ regular checks on Audience Targeting strategies

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1. More time to research on the client's account (we are always hurrying to activate RFT1)
2. More time to get client's inputs regarding customer personas during kickoff session

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Collaboration between ads specialist, content specialist and PM in thinking of personas/ interests

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Liked – things you really like in the current process

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Liked – things you really like in the current process

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Learned - things you've learned/ suggestions for improvement

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Learned - things you've learned/ suggestions for improvement