Would you like to get your content seen on Facebook by people who are more likely to engage, take action, and convert?
If so, you should be re-targeting warm audiences with your ads. You can achieve this by creating and using Facebook Custom Audiences.
Getting started can be a little overwhelming because Facebook provides so many audience options. That’s why I put together a list of 5 Facebook Custom Audiences every social media manager should try when running Facebook Ads.
1. The Customer File Custom Audience
A Customer File Audience lets you match the data of people in your customer database with people on Facebook.
The data Facebook allows you to match includes:
- Phone number
- First name
- Last name
- Zip/Postal Code
- City
- State/Province
- Country
- Date of Birth
- Year of Birth
- Gender
- Age
- Facebook App User ID
- Facebook Page User ID
- Mobile Advertiser
With the exception of the last three, most businesses have a combination of the above data sources from customers and subscribers.
It’s best to create multiple Customer File Audiences and use them for audience retargeting or exclusion. Some examples of the Customer File Custom Audiences you can create include:
- All subscribers
- People who have opted-in for specific resources
- All customers
- Customers of specific products
By creating lists for individual products or resources, you can get more specific in your targeting by excluding people who have opted-in for the resource or purchased the product you are promoting. Alternatively, you can target those users specifically and promote a product they’d enjoy based on that past download or purchase.
At a minimum, every business should have a Customer File Custom Audience for “Full Database” setup that includes all subscribers and customers.
2. The Website Traffic Custom Audience
Once you’ve installed the Facebook Pixel on your website, you can create a Website Traffic Custom Audience. This audience is made up of people that have visited your site and taken a specific action.
You can target:
- People who visited specific web pages
- Visitors by time spent
- Visitors who triggered specific events (e.g. Page View, Click Event, Search, Purchase, etc).
You can create multiple Website Traffic Audiences for use in re-targeting or exclusion as appropriate.
If you get a lot of site traffic, you can create Website Traffic Custom Audiences that target visitors from the last 30 days or even the last 24 hours. If your traffic is low, you can try targeting all site visitors for the past 180 days. This way, your audience will be big enough for advertising purposes.
At a minimum, every business should have a Website Traffic Custom Audience for “All Website Traffic” set up. You can decide on the most appropriate duration based on your traffic volume. The lower the duration, the warmer the audience, as those people would have been exposed to the content on your website more recently than some of the people in audiences of longer duration.
You should also set up Website Custom Audiences for all of the opt-ins and products you have in your business, so you can exclude those people in any ad campaigns you create that promote them.
3. The Video Engagement Custom Audience
A Video Engagement Custom Audience is one of the cheapest audiences to create. You can create it based on how long people watched your native Facebook videos and FB lives for.
The quality of your audience usually goes up as the percentage of the video watched increases. However, the size of the audience usually goes down as the percentage of the video watched increases, so you might have to make a trade-off between the quality of the audience and the size of the audience you…
