23 Jun Social Advertising 101: The Perks of Custom Audiences
Custom Audiences are still a relatively new, underutilized, consistently expanding tool in a Marketer’s Social Advertising Toolkit.
As time has gone on, we’ve slowly learned how to creatively use these tools.
If you are unaware of Facebook’s Custom Audience targeting – It is the ability to target users who you have interacted in the past regardless if they are fans.
To create your own Custom Audience – Visit your Facebook ad account.
Than Click the “Cheeseburger” in the top left > “All Tools” > “Audience”
Than Click “Create Audience” > Custom Audience
This will bring up 4 options which we will go in a little more detail…
Upload and Target Users Based Off of A Customer File:
One of the easiest, most effective, and honestly kinda creepy Custom Audience targeting is using customer’s information to match with their Facebook profile.
This is perfect for those who have an email list setup and put together.
If you don’t, Don’t worry! – You can also manually place information inside the editor.
There are over 15 different identifiers you can use to begin matching your lists and customers to their Facebook profile:
- Phone Number
- Mobile Advertiser ID
- First Name
- Last Name
- ZIP/Postal Code
- Date of Birth
- Year of Birth
- Facebook App User ID
- Facebook Page User ID
You can check out Facebook’s Best Practices for this tool, but they do mention these two important tips:
- Always include the country code as part of your customer’s phone numbers, even if all your data is from the same country.
- Always include your customers’ countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.
Want to automate it? You can directly connect your MailChimp account into your Custom Audience with a few simple clicks!
Target Users Who Have Visited Your Site:
This Custom Audience allows you to quickly remarket your website on Facebook.
You will need to setup a Facebook pixel, but afterwards it only takes a few minutes to setup!
There are a few different options when targeting website visitors:
- Anyone who visits your website
- People who visit specific pages on your website
- People visiting specific web pages but not others
- People who haven’t visited in a certain amount of time
Each one of these options can help the most precise targeting possible and can target users who have visited your website as far back as 180 days!
For instance, if you have users who have visited your free quote page but did not complete the form – “People who visit specific web pages” may be your best option.
You can also create a custom combination – This is where you can create a mix and match of particular pages your user has visited and certain pages they have not nailing your audience down to pin-point accuracy.
Target Users Who’ve Interacted With Your App:
This type of Custom Audience is a bit more difficult – But the basic idea is that you can target users who have taken a specific action within your mobile app. This could be a purchase within a retail app or “leveling up” in a game.
You can learn a bit more about it straight from Facebook here.
New! Target Users Who Have Engaged on Facebook:
This is the newest addition to Custom Audiences – And it has a ton of potential!
This Audience is created based on individuals who have interacted and engaged with:
- Video Posts
- Lead Ads
- Canvas Ads
- Facebook Page
The Facebook page option was recently released within the last few weeks and allows you to target users who have:
- Visited your Page
- Engaged with any post or ad
- Clicked any CTA button
- Sent a Message to your Page
- Saved your Page or any post
You can target users who have completed any of these actions within the last 365 days.
Have you seen a positive return on Custom Audiences! What other social advertising tools do you love? Tell us about it in the comments below!