Facebook™ Custom Audiences and how to use it
Facebook™ Custom Audiences play an important role in your Facebook™ advertising because they are your most targeted audiences.
It is made up of your customer lists, website visits, engagement within Facebook™, app engagement, etc
Since the targeting potential using Facebook™ Custom Audiences is so personalised, that’s the reason you get Best Facebook™ Ad Results using them in your Targeting.
General Idea of Facebook™ Custom Audiences?
You can retarget your audience by putting/adding/uploading the existing data which you already have for example basically the customer information like,
Phone numbers,
Email lists,
Address etc.
It could be anything for retargeting your customer for generating leads, sales or any goal you have in mind.
Facebook™ advertising can be used to generate leads, drive traffic to your website, sell products etc.
So there is an advantage of using your Facebook™ custom audiences.
The potential to improve your Facebook™ ad campaign chances of success becomes HUGE.
Facebook™ custom audiences also allow you to reach out and reconnect with your customers.
Via Facebook™ custom audiences you can build a trustable relationship with your customers and drive sales.
Five ways to create Facebook™ Custom Audiences
Custom Audiences from Your Customer List
In this type of custom audience, Facebook™ will create your custom audience on the bases of the contact information which you upload and then Facebook™ will show your advertisement to this audience.
Custom Audiences from your Website
You can also create your custom audience by choosing this option.
Facebook™ will automatically create your custom audience on the bases of your website visitors.
Those people who visited your website and had taken some action like visited some specific page or a blog post; you can target those people and they are counted under the custom audience.
You can make them your target audience while running your Facebook™ campaign.
For keeping a track record of your website custom audience, you need to first install Facebook™ Pixel on your website (shown in this article below).
Custom Audience From Your Mobile App
The next custom audience you can create is via Mobile App.
You can exclude and include people to your custom audience as per your wish.
In this kind of custom audience, you can target those people who will install your app or who will upgrade to your premium.
Engagement Custom Audience
In this custom audience you can target those people who got engaged with your content before.
These audiences could be your follower on Facebook™,
may be they have interacted with your Facebook™ post or maybe they have watched your video on Facebook™.
Custom Audience From Offline Activity
In this type of custom audience you can create a list of your custom audience on the bases of offline interaction with your customers such as interacting with stores or other offline channels.
Why to use Facebook™ Custom Audiences
Easiest Prospects to Convert into Sales/Leads.
That’s because they know you or somehow they have interacted with you or your brand.
For example went to a specific web page or liked a particular video of yours.
So you know what should be the ideal next step to show them.
For example, a person that returned from your Checkout page, you know you should show them the checkout advertisement next, because that person is on the brink of conversion.
That’s how very precisely you can target anyone using Facebook™ Custom Audiences.
P.S – Just in case you want to skim through the article, you can use the following links:
Uses Of Facebook™ Custom Audiences
Here are the few benefits which you can achieve while using your custom audience in your Facebook™ ad campaigns.
These are as follows:
Helps in generating leads:
All the people who have visited your landing page before, but didn’t sign up.
They are easy targets through Facebook™ Custom Audiences to be shown the Ads and get them converted.
Or, all the people who have seen your posts and engaged with your posts on a regular basis,
are very likely to get converted into leads when you take them to your landing page showing them Facebook™ Ads.
Retarget your customers and convert them into your buyers:
Case A – Let’s say you have an existing list of buyers.
Since they have bought from you before, this implies they trust you.
And if you have a new product as offering, you can easily show ads to them and convert them into sales.
Case B – Your audience who left from Checkout Page or Add To Cart page is more likely to convert than anyone else.
Show ads to that audience using Facebook™ Custom Audiences and convert those easy sales.
Increase your ROI (Return On Investment):
ROI with Facebook™ Custom Audiences is always HUGE with respect to any cold audience.
That’s easy to understand.Because of the Trust factor. They are the easiest prospects who buy from you.
I have generated ROIs close to 10,000% using Facebook Retargeting with the help of Custom Audiences. Honestly, no other cold targeting can give as huge ROI as the Hot Prospects inside Custom Audience.
Next step is how to create your Facebook™ custom audiences.
Here is the step by step guide:
Two ways to create your Facebook™ custom audiences:
1- By clicking on the top on Ads Manager or
2- By going inside the ad set
Method 1 – By clicking on the top on Ads Manager
Go to the Audience section under Ad Manager
Then Click On Create Audience
Method 2 – By going inside the ad set
- Go to your Audience tab under Ad set section
- Then click on Create New > Custom Audience. A popup window box will come up on your screen
How to create Facebook™ Custom Audiences from Customer File
Select the ‘customer file’ option. Under this, you’ll have two more options to sync or create your customer list.
Add customers from your own file or copy and paste data
In this, you can manually upload your file in a form of .txt or .csv
Here is a sample of such file.
Prepare a file with your customer data
2nd option is Import from MailChimp
In this, you can sync your customer list from Mailchimp connection.
How to create Facebook™ Custom Audiences from Website Traffic
In this, you don’t need to create or collect any kind of information about your customers such as phone numbers or email list.
You just need to install the Facebook™ pixel or copy and paste the Facebook™ pixel code in your website and wait for a minute or sec until and unless someone visits your website.
The pixel will automatically grab the id of that person.
How to install Facebook™ pixel and how to verify it
Installing Facebook™ Pixel and verifying is not a big task so don’t worry about that.
Here is a step by step guide on how to install and verify your Facebook™ pixel on your website.
- Go to your Facebook™ Pixel Tab in your Ad Manager Account
- Then Click on Setup A Pixel
- Give a name to your pixel
- Accept the terms and conditions
- Now your Facebook™ Pixel is created
- Select ‘Manual Install of Facebook™ Pixel’
- Copy the Pixel Code
Adding the Pixel Code to the Website:
1.) For HTML Site
Simply Paste the pixel code at the bottom of the header section, just above the </head> tag
2.) For WordPress Users
a.) Download a remarketing plugin for WordPress like this one ‘Conversion & Remarketing Code’
b.) Paste the Facebook™ Pixel Code over there
- Your Facebook™ Pixel is now installed
- To verify it, download google chrome extension ‘Facebook™ Pixel Helper‘
- Every time a Pixel is found on any page, it will notify you like this:
-
- Your Facebook™ pixel starts tracking your events depending on the page
Coming back to creating Website Custom Audience
All The Website Visitors
To track your all website visitors, you have to select All the website visitors and you can also set the days.
Suppose if you want that your visitor should be in your record till 30 days or more than that then you can set the days according to your preference.
You can set upto a maximum 180 days.
You can track your visitors and keep them in your custom audience list upto 180 days or less than that, but not more than that.
Visitors by device
Visitors by frequency
People who visited specific web pages
There is another option which you can choose to track only those people who have visited your particular web page(s) and exclude others.
Visitors by time spent
In this, you can create your customer audience list on the bases of time spent on your website.
This is golden targeting because you will know the top people who have spent maximum time on your website.
They are ultimately your most easy to convert prospects.
From your event: View Content
Refine By: Under View Content
Aggregate Value
From your event – Page View
Refine by: Under Page View
Utm Parameter
From your event: Add To Cart
In this, you can target those people who made the action of Add to cart.
Refine by: Under Add To Cart
Content Name
Product Catalog ID
From your event: Purchase
You can target or create your custom audience as the purchase.
You can grab those people who bought your product into your custom audience.
Refine by: Under Purchase
Value By Parameter
Content ID
Currency
Number Item
From your event: Initiate Checkout
Refine by: Initiate Checkout
From your event: Search
Refine by: Under Search
Search Strings
From your event: Complete Registration
Refine by: Under Complete Registration
Registration:
How to create your App Activity Custom Audience
You can create your custom audience on the bases of your App installation, your app users etc.
It could be anything. You just need to make a record and retarget them with your Facebook™ ad campaign.
Anyone Who Opened Your App
You can target people who just opened your app.
It doesn’t mean that they are often using your app or taking some action.
These are those people who just opened your app.
Most Active User
You can target those people who use your mobile app very frequently.
They are your active users. They are taking some actions too.
Users by Purchase Amount
You can target your audience or create your custom audience as the users purchase amount of your product.
The percentile is already given you can target or create your custom audience as per your requirement.
Users by Segment
From Your Event: New Facebook™ Login Connections
From Your Event: Page Views
You can target those people who viewed your page recently or in past.
From Your Event: New Web Users
From Your Event: Sessions
How to Create Facebook™ Custom Audiences of Offline Activities
In this type of custom audience, you can create on who purchased something offline.
People Who Interacted Offline
On the bases of offline interaction, you can create your custom audience and target them accordingly.
From Your Event: Add Payment Info
From your event: Add To Cart
From your event: Add To Wishlist
From your event: Complete Registration
From your event: Initiate Checkout
From your event: Lead
Facebook™ Custom Audience Creation Using Engagement:
Video
In this, you can create your custom audience on the bases of your video views. You can target people as per the watch timing.
People who watched your video at least 3 seconds of your video
In this, you can target people or create your custom audience as per the video watch timing.
People who watched your video at least 3 seconds.
People who watched at least 10 seconds of your video
In this, you can target those people who watched your video at least 10 seconds.
People who watched at least 25% of your video
In this, you can target those people who watched 25% your video. They have watched 1/4th part of your video.
People who watched half of your video
You can target those people who have watched your half (50%) part of your video.
People who watched at least 75% of your video
You can target your audience who watched 75% part of your video.
People who watched at least 95% of your video
You can target those people who watched 95% of your video.
Engagement: Lead Form
A lead form is a kind of form in which you will get information about your customer or user such as email id, phone number.
It could be your Sign Up Form or Anything in which the customer have to fill the given information.
Either they’ll provide the first name and last name or email id or phone number or address or anything in exchange for some valuable product or thing or subscription for newsletters.
Anyone who opened this form
You can target those people or customer who opened this form. It doesn’t mean that they have submitted their information or not. They just opened the form.
People who opened but didn’t submit the form
In this, you can target those people who opened this form but they haven’t submitted the form.
People who opened and submitted the form
In this, you can target those people who actually filled their information and submitted the form.
Engagement: Canvas Experience or Full Screen Experience
This is one of the best features for mobile users.
In this, you can view everything in one view whether it is image, text, video etc.
Facebook™ canvas is the most powerful tool because it generates maximum engagement Customer able to view each and everything all at once.
People who opened your canvas
In this, you can target those people who opened your canvas.
People who clicked any link in your canvas
In this, you can target those people who have clicked any link on your canvas.
Engagement: Facebook™ Page
You can also create your custom audience as per Facebook™ Page engagement.
You can target your customer on the basis of your Facebook™ page engagement.
People who engaged with your page
Target those people who got engaged with your Facebook™ page.
People who visited your Facebook™ page
In this, you can target those people who visited your Facebook™ page.
People who engaged with your any post or ad
You can target those people who got interacted with your any post or ad.
People who clicked any call-to-action button
In this, you can target those people who had clicked on call to action button such as Learn More, Sign Up, and Download etc.
It could be any of these including page likes.
People who send a message to your Facebook™ page
In this, you can create your custom audience on the bases of people who send messages to you on your Facebook™ page.
People who saved your page or any post
You can target those people who saved your page or any of your post.
Engagement Custom Audience: Instagram Business Profile
You can connect your Instagram business profile with your Facebook™ page.
You need to create your Instagram business profile.
You can target people as per the bases of
People who engaged with your business on Instagram
People who visited your Instagram
People who engaged with any post or ad
People who sent a message to your Instagram profile.
People who saved any post or ad.
Engagement based Facebook™ Custom Audience: Event
Event is a very interactive feature to highlight your activity or party or anything.
You can create an event on your Facebook™ page and you’ll get to know about the people response as they are interested or not, whether they will attend your party or not etc.
It could be anything. It’s not just about the party. You can create an event as per your niche or occasion.
If you want to conduct a business conference then also you can create an event.
If you selling your product and giving some discount to attract your customers then also you can create an event.
You can create even for exhibition or any other thing as per your wish.
People who responded going or interested
You can create your custom audience on the bases of people responses both interested and going.
That means they definitely come to join you at the event.
People who responded going
In this, you can target those people who selected going.
That means they are have accepted your invitation or event and they are more likely to join you.
People who responded Interested
In this, you can target those people who hit the interested button.
This means they are interested to join your event but they are not sure whether they will be attending or not.
People who have visited the event page
In this you can target those people who visited your event page.
People who have engaged
In this you can target those people who have engaged with your event activities post.
People who have engaged with tickets
In this you can create your custom audience on the bases of those people who got engaged with your tickets.
People who have purchased tickets
In this you can create your custom audience on the bases of people who already bought your tickets.
People who had intention of purchasing tickets
In this you can target those people who had an intention to purchasing your tickets.
Custom Audience is the backbone of your Facebook™ ad campaign because without them you won’t be able to get leads and followers and also maximize your ROI.
These are the people with whom you want to share your advertisement.
So Custom Audience is very important to run your Facebook™ ad campaign.
Facebook™also allows you to reach out and reconnect with your customers who know you via your Facebook™ ads.
So if you are looking for some change in your Facebook™ ad campaign then this is the time to give custom audience a try.
It will definitely increase your ROI(Return On Investment) or in simple terms increase your sale.
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I hope you enjoyed this article and got a clear idea about Facebook™ Custom Audiences.
If you have any question in your mind please feel free to comment below. Your questions are welcome.
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