Mastering Custom Audiences with Facebook Ads

Social media campaigns are steadily becoming more popular as social media marketing continues to grow. What’s important now is how to make your campaign stand out and be different from the others. Facebook provides a unique feature with custom audiences that allows businesses to connect with people who have interacted with their brand in the past, providing for more effective ads.

What are Custom Audiences?

Custom Audiences is a feature that allows for uploading a list of customers created by the advertiser to receive a specific advertisement or set of advertisements. Through Facebook, you can create a highly specific group to target based on the data provided. This data ranges from users who have visited your website, engaged with your mobile app, or subscribed to your newsletter. This gives the advantage of re-engaging consumers who have already shown interest in your brand.

Now, let’s dive into how to utilize custom audiences with Facebook in three different ways.

1. Retargeting Website Visitors

One of the most effective ways to utilize Facebook’s custom audiences is by retargeting users who have visited your website. The Facebook Pixel is a piece of code you can add to your site to track user activity, such as which pages they visit or which products they view. This is similar to cookies you see on websites. You can then use this data to create a custom audience and make personalized ads for these people to redirect them to where they left off on a website. According to Facebook’s Business Guide, using Pixel leads to higher engagement rates!

2. Use People who Engage with the Platform to Custom your Audience

Keep note of the recurring consumers who like, comment, or share your posts, this could be a valuable lead. Because of their steady engagement on your account, this likely means they are interested in your company, have been thinking of making a purchase, or want to learn more. These consumers already have checked off a crucial step, brand awareness. This provides an advantage and leads to higher conversion potential due to interest already shown.

How to Build a Custom Audience with Followers and People who Engage with your Facebook Page

Create a list of demographics based on the people who engaged with your media within a timeframe (30 days is perfect). Once this is done and you have a list that accurately defines your custom audience, begin to retarget these engagers. This can be done by tailoring Ads that would spark interest according to the data accumulated.

3. Use Lookalike Audiences to Expand your Reach

Lookalike Audiences: A powerful feature on Facebook, that assists businesses reach potential new customers to create an audience that matches the traits of their existing, loyal customers.

How it Works

Once you have your custom audience set, Facebook can analyze this audience’s behaviors and characteristics. By using this data, Facebook creates an audience that “looks alike” to the original audience. The advantage here is the audience created includes people who are not yet familiar with your company but are likely to be interested based on the data collected. This is a great data-driven way to expand your brand and reach new potential customers.

Final Thoughts

Facebook custom audiences allow you to reach your target market by applying realistic demographics and cause a higher rate of engagement and conversions. This minimizes any guessing of the type of characteristics your buyers may have, instead, it uses real data to form an audience that is highly likely to become a customer. Custom Audiences are something that should be considered when it’s time to find your target market.

Take the leap and start applying custom audiences with your next marketing campaign!