Using Custom Audience for Facebook Ads 2018
Using Custom Audience for Facebook Ads opens up a whole lot of options and possibilities when you are advertising on Facebook, and it might be the most important thing to be successful with Facebook marketing.
It allows you to target your warm audience; people that have interacted or engaged with your business in any way through your website or Facebook/Instagram profiles.
Here I will explain to you each Custom Audience and how to use them effectively to get you started today!
When you are in the Business Manager inside Facebook, go to “Audiences” and “Create Audience–>Custom Audience”
You will have the following options:
This is used for importing a customer file you might have, for example an email list. You can import the list with a TXT or CSV file.
You can also import it with MailChimp if that is the email provider you use.
Facebook also recently added a new option; Customer file with Lifetime Value (LTV). There you can have the lifetime value included in the customer file, this is mostly used for front-end funnels. I will not go into to much detail on this section right now as it will require an article on its own.
This custom audience is used for when you want to promote special content to your email list, if you have a segmented email list and want to send a different ad to each one, or for creating a Lookalike audience from it.
Since you have a list of your costumers or people who have opted into your list, then you can have Facebook create an audience that is similar to your list which can really help you scale your business.
Here you target the people who have:
- Visited your website
- Visited a specific page on your website
- Visitors by time spent
- Visitors that fired a specific pixel event
Bear in mind that it is essential for you to have the Facebook Pixel setup properly on your website.
This is the perfect custom audience option for your website’s retargeting campaigns. For example, you can retarget the people that visited your website the past 30 days and exclude those who went onto your thank you page, so you will only be targeting the people that didn’t complete your websites CTA (Call To Action). Or you can target those who have landed on your “thank you page” if you want to send them a special message for example.
With more and more mobile activity on Facebook creating an audience from your app activity is becoming a huge part of Facebook marketing.
Through the drop down menu you can include or exclude people in your custom audience that have:
- Opened your app
- Achieved a level in your app
- Added their payment information
- Made an in-app purchase
- Completed a tutorial
You are also able to refine your audience a bit more for example, those who have purchased for a certain amount, those who have made a certain number of in-app purchases and also by a specific device type like Android or iOS.
If your business has an offline presence like a store for example, you can make a list of those that made any purchases in-store by phone or any other offline channel.
To use this you must first upload an offline event on your business manager so you can create an audience of those people.
When you do, you have the following options when you create a custom audience from it:
- Everyone in the event set
- People based on total purchase value over time
- People associated with a specific event type
- People with custom attributes
Choose your time-window of the audience, for example: for the past 90 days.
This enables you to reach the audience that has engaged with your Facebook/Instagram content in the following ways:
Using the video engagement is great because you can target people that have watched a certain percentage or time of your video.
It allows you to make a full funnel out of the Facebook ad. Say you are showing your product in a video then you target the people that watched for example 50% of your video, and show them another ad with more details and information about the product, and again you target the people that watched 50% of the second video and put up an ad to have them make a purchase. This can be very effective for many niches!
If you are collecting leads for your business then Facebook Lead forms work great! They have an automatic fill-in form so it is very easy for your prospects to become leads. You can then make an audience of:
- Anyone who opened this form
- Anyone who opened but didn’t submit form
- People who opened and submitted form
So this will help you retarget the people that opened but didn’t submit the form to become a lead for your business. You can also make an audience of those who filled up the form and have become a lead.
This custom audience makes up the people that have opened a canvas you’ve made.
If you don’t know what a canvas is, it is when you have people click on your ad and they go to this full-screen canvas with more information about what was included in your ad, with text, photos and videos.
You can then create an audience of those who:
- Opened the canvas
- Clicked on any link in the canvas
Building a custom audience from those who have engaged with your Facebook page really helps you to keep them loyal to your business or brand. The audiences you can build are the following:
- Anyone who visited your site
- People who engaged with any post or ad
- People who clicked on any call-to-action button
- People who sent a message to your page
- People who saved your page or any post
As you can see, there are many options for you to use and many possibilities for you to get in better contact with your warm audience.
-Instagram business profile
This is a fairly new option for custom audience, but might be really powerful for those that have a strong Instagram presence. It lets you make an audience of those who have interacted with your business Instagram profile by:
- Everyone who engaged with your business
- Anyone who has visited your business profile
- People who engaged with any post or ad
- People who sent a message to your business profile
- People who saved any post or ad
Building a custom audience from your page events is also quite new for Facebook marketers and is really useful, especially for businesses that have a lot of events going on for example music venues, bars etc. This audience can be made of people who:
- Responded Going or Interested
- have responded Going
- have responded Interested
- have visited the event page
- have engaged
- have engaged with tickets
- have purchased tickets
- had intention of purchasing tickets
This way you can really segment the people that have responded differently to your event and send them different types of messages.
Hopefully this helped you understand the Faccebook’s Custom Audience and let you build your own campaigns with them. As I mentioned, using custom audience the right way might be one of the most important parts of effective Facebook marketing.
If you want to learn more about Facebook targeting you can check our article on that here.