Custom Audience is an ad targeting option that allows you to find an audience that is among the people who are on Facebook. You can use sources such as customer lists, site or app traffic, or engagement on Facebook, to create a Custom Audience of people who already know your business.
Are you running Facebook Ads or Facebook Ads to get lots of subscribers?
In this article, we will learn how to create a Facebook Custom Audience to get the prospects we want, from cold audiences to warm audiences. And also how to serve advertising materials that can reach attractive prospects and generate sales.
Let’s learn how to create a top, middle to bottom marketing funeling flow.
1: Build a Facebook Lookalike Audience a Fit to Target a Cold Audience
It is important to know what stage the marketing funnel is at. Here we’ll start at the top of the funnel targeting the cold audience. One of the best audiences you can target at this stage are people who look alike.
In its simplest form, a lookalike audience can give you a legacy audience and this fantastic algorithm can find people who are most similar in interests, demographics, social to your existing prospect list.
To create a similar audience, log in you can go to Facebook Ads Manager and click the Audience option.
When the Audience section of the Facebook Ads Manager opens, click Create Audience, then select Lookalike Audience with Views from the drop-down menu.
From here, the existing data source or existing data or create a new source audience creates a new source.
Some of the strongest look-alike audiences you can create are based on customers who bought from you before. If you have a CSV file that can be exported from a content management system (CMS), click Create New Source, then upload the file.
For this tutorial, I’m going to simplify things and imagine I’ve uploaded a CSV file with the email addresses of previous subscribers.
In the Select Audience Location field, for example I will choose Australia as the location for this audience.
Next, we need to choose a similar number of audiences to create. Keep in mind that the larger the similar audience, the less accurate it will be. The reason is that as it grows in size, Facebook has fewer data points to match its initial audience.
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A good rule of thumb is to have at least 1,000 emails in your initial audience list before creating look-alike audiences. The more data you give Facebook, the better. If you have 1% like viewers, it will be more relevant than 1% or 2% similar viewers. For this example, I’m going to use 1% similar audience.
After you fill in all the details about the similarities, click the Create Audience button. Note that it can take up to 48 hours to spread a similar audience.
2. Build a Website Engagement Custom Audience and to Retarget Customers Who See Your Offer.
Now that you have a few audiences to target at the top of the funnel, let’s take a look at some of the audiences to create for the middle of the funnel to target people with more links to your business.
Website Custom Audiences
Return to the Audience section of the Ads Manager, and this time, select Custom Audience from the Create Audience drop-down menu.
Some of the best audiences you can target in the middle of the funnel are Website Custom Audiences, so choose your website as your source.
For a website specific audience, you can target everyone who has visited your website in the last 180 days (or less). If you want to be more specific, Facebook allows you to target people who visit certain web pages. You can also target people based on how much time they spend on your website.
For example, on average, people spend 15-20 minutes (total) on your website before they make a purchase. You can retarget them with incentive-based offers because you already know which segment of your audience is most likely to buy.
Another cool thing with website custom audiences is retargeting and building an audience based on the people involved with the custom events you have set up on your website.
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You can do an analysis by reviewing from Google Analytics to determine which audience and web pages are performing the best. As an illustration, if you know that the people who visited your website in the last 45 days are your most engaged audience or are likely to buy, you can retarget everyone who has visited your website in the last 45 days.
To create a web-only audience to retarget these visitors, select All Website Visitors and select 45 for the number of days. For the name of the audience, type “(v45)” (“v” for views and “45” for the duration) and the URL from the visitor.
If you want to be more specific, you can target the people who see your latest promotions. To create this audience, select People Who Visited Specific Web Pages in the last 45 days. Then select Contains and type in the URL. After you name your audience (for example “(v45) your websitekamu.com”), click on Create Audience.
Since the day span limit on website specific audiences is dynamic meaning Facebook will keep updating it on the back, you don’t have to worry about changing or creating new audiences. Facebook will take care of it all.
Engagement Custom Audiences
Another type of effective audience you can target in the middle funel is engagement audiences. Facebook allows you to retarget people involved with your Facebook page or Instagram business profile.
To build this audience, create a new custom audience and select an Instagram Business Profile or Facebook Page as the source.
Let’s say you want to create an audience engagement based on the people involved with your Instagram business profile. The default is to target anyone who was involved with your business in the last 365 days so that’s very broad.
If you want to narrow this audience, you can target anyone who visits your profile, people involved with the post or ad, the person who sent you the message, or the person who saved your post or ad.
Some of the best custom audiences you can target are people who interacted with your business profile recently. And you can replicate the same strategy and also build a very similar audience based on the people involved with your Facebook profile.
Tip: If you want to increase the number of people you reach in this audience, combine your Facebook audience engagement and Instagram audience engagement at the ad set level.
3. Develop a Web Custom Audience for Retargeting People Leaving the Shopping Cart.
Now let’s look at the bottom of the funnel, which targets a popular audience. One of my favorite warm audiences to target are people leaving their shopping carts. If you’re not doing eCommerce, the same thing with the shopping cart being neglected is somewhere on the website where the leads are dropping or maybe right before you ask people to fill out your lead form.
What I’m going to show you now is one of the easiest ways to set up an audience that is abandoning their very simple shopping cart for retaregeting. Start by creating a new website custom audience. When you see the custom website audience creation window, select InitiateCheckout from the drop-down menu.
When you want to run ads to people who left their baskets on the last day but not people who have bought on the last day. So change the number of days to 1.
Next, click Exclude People, then (exclude everyone) exclude everyone who bought in the last 30 days. They don’t need to see this ad again because they have bought from you. You can also avoid negative brand interactions by appearing in their news feed and offering discounts that are no longer relevant to them.
The final step is to name the audience; for example, “Cart Left Behind (Last 1 Day)”. Then click Create Audience
Now that you are ready with an audience that stopped shopping on the last day, you can think about what keeps people from actually taking out their credit cards to buy your product or service.
One thing may be too expensive shipping. In this case, you can retarget this abandoned cart audience with an incentive-based retargeting creative: “Free shipping only 24 hours” or “Oops, looks like you left this item in your shopping cart. Use a FREE SHIPPING code within 24 hours. next. ”You eliminate potential rejections along the buying route and give yourself 24 hours to make the sale.
Conclusion
Product, price, promotion and place are important variables in running a Facebook ad campaign. All your careful planning and efforts can go to waste if you don’t target your ad at the right people. The four audiences above can help to get the most from Facebook ads across different stages of your marketing funnel.
Remember: One of the most important things with this audience is testing, viewing data, iterating, and optimizing for what performs best.
