Custom audiences with Facebook and Instagram audiences are a great way to use an existing customer as your audience base.
You can create a custom audience 4 ways, and each of them will produce really great results. You’ll understand why in a minute.
1. Customer File
This is where you can upload a list of customers into your ads manager. You should have a minimum of first name, last name, and email. Facebook will then try to match that person with a profile, and put those people into a ‘bucket’ (or audience).
The more information you have about that customer, the better the chance of Facebook finding a profile match. You can see the different identifies that Facebook uses here.
2. Website Traffic
This is where you would use a re-targeting strategy from your website visitors. With Facebook, it’s called a Pixel. And it’s a piece of code that sits on your website and talks to your Facebook page. You can then re-target these people and advertise to them when they visit Facebook next.
You can target specific pages, and so it becomes really useful the more detailed you can get. An example would be if people visit your ‘membership’ page, you know that they might be interested in memberships. You can advertise specifically to that person.
3. App Activity
If you have an app or a game, you can create a list based on a specific action taken such as activate, register, purchase, etc. For a complete list, visit Facebook.
4. Engagement on Facebook
This one is new, and very exciting! This encourages engagement on organic Facebook posts through likes and comments. You can build an audience with people who have engaged with your content on Facebook.
If someone has engaged with you on Facebook, they probably know your company or brand a bit better than a colder lead off of a Look a Like audience. You can start advertising to this audience a little bit more specific or targeted.
These are the 4 different custom audiences you can make with Facebook. Each one has something different to offer – and it really depends on your advertising goal.
Next week, I will talk about look-a-like audiences and the different ways to use them.