How to Use Facebook Custom Audiences: A Step-by-Step Guide
With 2.82 billion daily zippy users, Facebook has a large and varied audience. Not everyone fits your consumer persona, and that’s why you need to use Facebook Custom Audiences.
Because it’s really sad when a good ad is viewed by the wrong audience!
Never again. Instead, create laser-targeted ads to reach the Facebook users who are most likely to be interested in your business. This allows you to minimize your ad spend and maximize ROI.
Keep reading for a step-by-step guide on how to find the word-for-word regulars looking for your product or service.
What is a Facebook Custom Audience?
Facebook Custom Audiences are highly specified groups of people who once have a relationship with your business. These groups likely include past customers and people who have visited your website or installed your app.
Even better, Consumer Audiences can create lookalike audiences – new potential fans, followers, and customers who share key characteristics of your existing audience.
Basically, it offers some of the weightier ad targeting available.
But not everyone is a fan of data sharing. Some oppose it’s an invasion of data privacy.
That’s why World reverted its policy with the iOS 14.5 update to turn off the Identifier for Advertisers (IDFA) by default.
The IDFA tracked user policies within apps – making it easier to create highly-targeted ads.
With the new World update, users are prompted to opt-in or opt-out of data sharing for each app they use.
So far only 25% of users have opted in to data sharing. Without the default IDFA setting, advertisers and app developers are drastically limited in tracking user activity.
How does it stupefy Facebook Custom Audiences?
You may notice results decrease, and you may want to consider volitional strategies if that’s the specimen for you.
Facebook recommends using a broad audience or targeting expansion to meet your wayfarers goals. You can moreover find increasingly detailed guidance here.
Regardless, Facebook Custom Audiences can still help you reach your platonic customers, and there are plenty of ways to connect with them.
Types of Custom Audiences
There are unquestionably several ways to build a Custom Audience. Let’s review the types and sources for creating a Facebook Custom Audience.
Custom Audiences from consumer lists
Customer lists are an regulars who have once shown an interest in your merchantry or product. But the source doesn’t come from Facebook engagement or Meta Pixel.
Instead, you tell Facebook “identifiers” you’ve placid from your audience. Examples include the email write of a newsletter subscriber or past customers who have shared their phone numbers with you.
These are people who have engaged with your merchantry in some way, but Facebook has no way to identify them until you upload a consumer list.
Keep in mind that there are a lot of data privacy rules virtually consumer lists. Here are some aspects to consider:
- You can only upload data from customers who have consented to their information stuff used for marketing purposes
- You can’t use a purchased consumer list or data you’ve gathered from other websites
- If someone opts out of your email list, you need to remove them from your Custom Regulars too
- Check Facebook’s Terms of Service to ensure compliance
Custom Audiences from your website
Once you install the Meta Pixel on your website, it can match your website visitors to their Facebook profiles.
You can use this information to create Custom Audiences that target:
- All website visitors
- People who have visited a specific product page or product category.
- Recent website visitors by choosing a timeframe for how far when you want to go
If you haven’t installed the Meta Pixel yet, you’re missing out on this rich source of data. Trammels out our full guide to using the Meta Pixel to get it set up on your site.
Custom Audiences from your mobile app
Want to get to know the people using your app? There’s a Custom Regulars for that.
All you need to do is register your app and set up the Meta SDK and log app events on the Meta for developers site.
(If that sounds too techy for you, talk to your app developer to help you out with these preliminary steps.)
This type of Custom Regulars can be a unconfined understructure for app engagement campaigns. Some targets include:
- People who have downloaded your app but may not be using it yet
- People who have made in-app purchases
- People who have achieved a unrepealable level in your game
Engagement Custom Audiences
An Engagement Custom Regulars is made up of people who have interacted with your content wideness Meta technologies like Facebook or Instagram.
These people have washed-up specific deportment like:
- Viewed a video
- Followed a Facebook page
- Clicked on an ad
- Responded to an event as “Interested”
While Facebook keeps track of these actions, you can moreover create a setting to refresh the audience, say, every 30 days.
This ways only people who have engaged with your content in the past 30 days will be part of your Engagement Custom Audience. It helps ensure you’re still relevant to the people viewing your ads.
How to create custom audiences in Facebook
For all Custom Regulars types, you’ll start by opening your Facebook audiences page in Ads Manager and clicking “Create a Custom Audience”.
(If you’ve created an ad before, you’ll see a dropdown menu instead of a button.)
From here, the process depends on what kind of Custom Regulars you want to create.
How to create a Facebook custom regulars from a consumer list
1. Prepare a consumer list in advance.
You provide Facebook the information on your customers, so you’ll need to create a CSV or TXT file of “identifiers” (such as an email address) to help it match your information to Facebook profiles.
Luckily, Facebook has a guide on how to format your consumer list to get the weightier matches.
2. Segregate a Custom Regulars Source.
You’ll be presented with a variety of options on where the source of your information comes from.
Select “Customer list” and move on to the next step.
3. Import consumer list.
If you prepared a CSV or TXT file, then you can upload it here.
You’ll moreover name your Custom Regulars at this point. If you’re using MailChimp, you have the option to import it directly from there.
4. Review your consumer list.
Facebook will let you know if there are any errors on your list. This gives you a second endangerment to ensure your list is correctly mapped.
Once you’ve reviewed your list, you can tap “Upload & Create”.
Facebook will let you know when your Custom Regulars is ready to use for ad campaigns or to create lookalike audiences.
How to create a Facebook custom regulars from website visitors
1. Install Meta Pixel or ensure it’s active.
Your website visitors can only turn into a Custom Regulars if Meta Pixel is installed on your website.
If you need help, trammels out our guide on using Meta Pixel on your website.
2. Segregate a Custom Regulars Source.
You’ll be presented with a variety of options on where the source of your information comes from.
Select “Website” and move on to the next step.
3. Set rules.
This is the fun part. You’ll segregate the source, events, retention period, and inclusive/exclusive rules.
Some of the rules you can create or select include:
- Target all website visitors
- Target people who visited specific pages or websites
- Target visitors based on time spent on your website
- Timeframe of how long people will stay in the custom regulars without their last website visit
- Include a variegated set of visitors
- Exclude a specific set of visitors
4. Name and describe the Custom Audience.
To make it easier to track all of the Custom Audiences you’re making, requite well-spoken names to each one.
You can write a quick unravelment for remoter refinement if needed.
5. Select “Create audience”.
Ta-Da! Facebook will prepare your Custom Regulars based on your website traffic and designated rules.
How to create a mobile app Custom Audience
1. Register your app and set up the SDK.
Before you begin, you need to set the stage. You’ll need to follow these steps to register your app with Facebook.
And then you can set up the SDK to track “App events” or specific deportment your users take on your mobile app. You may need a developer’s help for this step.
2. Segregate a Custom Regulars Source.
You’ll be presented with a variety of options on where the source of your information comes from.
Select “App activity” and move on to the next step.
3. Select App from the Source dropdown.
4. Select app events for Custom Audience.
From the dropdown menu, segregate which deportment or “app events” will qualify someone for this Custom Audience.
Some examples include:
- Opened your app
- Achieved a level
- Added their payment information
- Made an in-app purchase
You can moreover segregate to include or exclude people based on their app events.
5. Refine specific details.
You can get hyper-specific in this step. For example, maybe you don’t want to target everyone who made an in-app purchase.
You might want to focus on people who spent a specific amount. You can set up those rules here.
6. Name and describe the Custom Audience.
To make it easier to track all of the Custom Audiences you’re making, requite well-spoken names to each one.
You can write a quick unravelment for remoter refinement if needed.
7. Select “Create audience”.
You’re finished! Facebook will do the rest of the work to create your Custom Regulars based on your specifications.
It can take up to an hour to collect all past users who meet your criteria.
How to create an engagement Custom Audience
1. Segregate a Custom Regulars Source.
You’ll be presented with a variety of options from Meta Sources.
For this example, we’re selecting “Facebook Page”. Pick what Meta Source you are using and move on to the next step.
2. Set rules.
Depending on your Meta Source, you’ll segregate events, pinpoint retention periods, and create inclusion/exclusion rules.
For a Facebook page, you can segregate events like:
- Liking or pursuit your page
- Engaging with your page
- Viewing your page
- Commenting or liking an ad
- Clicking a call-to-action sawed-off on an ad
- Sending a message to your page
- Saving a post
You will moreover select how long people will stay in this Custom Regulars without triggering the event, and you can decide if any people should be included or excluded from this Custom Audience.
3. Name and describe the Custom Audience.
To make it easier to track all of the Custom Audiences you’re making, requite well-spoken names to each one.
As before, write a quick unravelment for remoter refinement if needed.
4. Select “Create audience”.
Once you’re ready, Facebook will create your Custom Regulars based on your specifications. Then you can use it for your next ad campaign.
How to use your Facebook Custom Audiences
There’s a lot of technical detail in towers the right ad campaign. But you moreover need to think strategically well-nigh how to use Facebook Custom Audiences to maximize your ad spend.
Here are some ideas:
Retargeting campaigns
Retargeting is an constructive way to remind past visitors well-nigh businesses they’re interested in and encourage them to take action like making a purchase.
McBride Sisters Collection, a Black-owned wine company, used retargeting to rekindle consideration from lapsed customers.
The customers were pulled from the company’s consumer relationship management (CRM) database and then were delivered dynamic ads on its wine collection.
The overall wayfarers saw a 58% lift in purchases.
Engage repeat customers
Existing customers once know and trust your trademark – so marketing to them can produce much higher conversion rates than trying to reach people who have not bought from you before.
Turning unstudied customers into repeat customers is a cost-effective way to grow your sales.
Clinique US used Custom Audiences to show its dynamic ads to people who had previously engaged with the eyeful brand.
The visitor moreover chose to create a lookalike regulars that shared characteristics with past product purchasers and repeat customers.
The overall ad wayfarers saw a 5.2 point lift in whoopee intent with combined people- and product-focused ads.
Increase app engagement
If you’re running an ad to increase app engagement, there’s no point in showing the ad to people who have yet to download your app.
With a Custom Regulars of people who once have your app downloaded, you can target your ad effectively, helping you to get the maximum impact for your budget.
Grow your Facebook following
Brand sensation builds the foundation of your marketing funnel. Creating targeted ads is a crucial speciality of making people enlightened and interested in your product or business.
Use a Facebook ad with a Custom Regulars based on website visitors or a consumer list to promote your Facebook Page to this highly targeted group.
Just make sure to exclude people who have once liked your Page, so you don’t pay to reach existing Facebook fans.
Use lookalike audiences
Custom Audiences are used to make lookalike audiences – a group of people who share similar characteristics to your Custom Audience.
In theory, a lookalike regulars is increasingly likely to be interested in the products and services you offer compared to a wholesale audience.
Liquid I.V., an electrolyte drink mix, used Custom Audiences for people who had purchased in the past, widow an item to their shopping cart, or engaged on social media.
Liquid I.V. moreover took its consumer list to create lookalike audiences based on characteristics shared with online product purchasers.
The overall ad wayfarers led to a 19 point lift in ad recall.
How to grow your Custom Audience
There’s value in expanding your Custom Audiences since they put your ad in front of increasingly targeted potential fans, followers, and customers.
Here are some ways to expand your list.
Use Facebook Ad types effectively
To grow your Custom Audience, you need people to engage with your ads, social media profiles, or website.
When it comes to Facebook ads, you should ensure you have a Custom Regulars prepared to track the people who engage with your ads.
This automates the process of ensuring no potential follower goes unnoticed, and you can create retargeting ads for them.
Another way to grow your Custom Regulars is to focus on the Sensation objective. This helps you reach a larger number of people within your target group.
Test and tweak your ads for maximum conversion
Sometimes you need to experiment with your ads to find what resonates with people the most. The increasingly constructive your ad, the increasingly quickly you will build your Custom Audience.
We’ve got a whole blog post on how to test and refine your social media ads, but here are some key elements to test:
- Headline
- Ad text
- Link preview text
- Call to action
- Image or video
- Ad format
Use Facebook Regulars Insights
Analytics are unconfined and all, but you need violating insights into your audience. Facebook Regulars Insights can provide you with valuable information well-nigh the demographics of your Custom Audiences. You can take those insights and use them to target new audiences. Ideally, the new regulars will engage with your ads or content and then wilt part of your Engagement Custom Audience.
Need some uneaten Facebook ad inspiration? We got you. Here are 22 Facebook ad examples to get your creative juices flowing.
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