The power within the Facebook platform really is in the creation and the development of your Custom Audiences.
In this video we’ll want to really look at the three audience types, and decide which one should you start with, and how you go about setting them up.
So, as you may or may not already know there are three types of audiences you can create and work with on Facebook.
The first one is Facebook Saved Audiences, this is also known as an Interest-based audience, which is where a lot of businesses start from. The second level is Facebook Custom Audiences, which is what we’re going to focus on today, and the third one is Look-alike Audiences.
Now in future videos are going to separately look at the Saved Audiences and Facebook Lookalike audiences, and go into those in a bit more detail, but here we’re just going to primarily look at Facebook custom audiences.
The power within the platform really is in the creation and the development of your Facebook Custom Audiences.
So Custom Audiences generally have data that’s more about your customers actions and behaviours rather than just say a general interest, but there are, there are many different types of Custom Audiences, and we’re going to look at those now and basically also how to set them up.
Now as you’ll see there are a number of different ways that you can actually create those custom audiences, but you need to be aware the creating Custom Audiences is far easier for people and businesses who actually have been more active on Facebook and have already built a bit of profile or following, or they’ve built up a bigger customer base, so they’ve got more information to feed back into Facebook in order to identify their right type of audience.
As I say if you’re not ready to start with custom audiences just yet, then you’ll need to look at creating Saved Audiences on interest based targeting, and I’ll be doing a video about that very shortly.
So, the main ways you’re going to create your custom audiences is either through a Customer File, and this is basically uploading email addresses of actual customers, or they could just be leads, but the point is they have taken action, and either opted in to your list, or actually purchased from you.
There’s different ways you can add those customer files.
You can copy and paste it, import it from MailChimp, or there is a more advanced version if you’ve got into looking at customer lifetime value, but that’s for a little bit further the line.
So if you’ve already got a good database of either leads or customers, then it’s worth trying testing out uploading them via this route, but ideally you need source files of about a thousand people in order for Facebook to be able to get good numbers of matches.
If your source data is too small, then Facebook will say your audience too small.
The second way is website traffic.
Now this is obviously assuming you’ve got your Facebook pixel installed on your site and if you haven’t got that done yet, there’s a video I put out last week about setting up your Facebook pixel.
But fundamentally getting your Facebook pixel installed as soon as possible means you can start to build data about who is visiting your site and you can use that data to then build a custom audience.
Okay, a third route is App activity and that’s if you’ve got an app set up within Facebook.
And the final one is Engagement. Now this is one that a lot of people can actually start with, even if you haven’t got much website traffic, or a large customer file.
Within Engagement you can have a look at creating an audience based on people who’ve watched your videos, or watched a certain percentage of your videos.
Those who’ve responded to leads, if you’ve done lead form advertising, or if you’ve done full screen advertising.
Then there’s Page or Post Engagement, this is a more broad-based one using the Facebook page, so basically if anybody’s interact with your page you can create an audience from it and the same thing from your Instagram and from your events.
So, these engagement ones are great if maybe you’ve not actually got the big customer file yet, or you’ve not got enough website traffic, but you’ve got a lot of engagement on Facebook.
Once you’ve got that custom audience created then you can use that in targeting your ads, and you can test different types of audiences.
I’m always looking at understanding how different audiences from different data sources compare.
So you can test a video engagement source against a customer list, to see which performs better and which is going to give you the best results.
In terms of Facebook custom audiences you really want to be looking at either making sure you’ve got the Facebook pixel installed, which is probably your first thing to do.
The second thing is probably looking at if you’ve got a big enough email list of leads or actual customers, to try importing.
If you haven’t got those, then have a look at the Engagement option and see if you’ve got enough people engaging with your pages and posts to create an audience from that.
Over time you’ll end up creating multiple different audiences which gives you the opportunity to keep testing those audiences to see which is most accurate in targeting your ideal audience.
So hopefully that will give you a brief look at custom audiences.
As I say, in future videos I’m going to look at Saved Audiences and working with those, because if you haven’t got the engagement, or you haven’t got the data yet to get into Custom Audiences then Saved Audiences is where you want to start.
Categories: Facebook Targeting