You may have heard the terms "conversions" and "bounce rate" or email marketing KPIs used.…
Facebook Custom Audience is a powerful tool for advertisers to reach out to their desired target market. Locating your specific demographic on Facebook, you can then create ads with custom messaging that will only be seen by the targeted audience and not others who don’t fit into this category or any other one. This way there’s no wasted spending!
There are two primary factors to Facebook’s mainstream popularity as an advertising platform. First, it is the most popular social media platform globally, with nearly 2.5 billion active users to boot.
Second, it offers detailed audience targeting, which simplifies the process of getting your Facebook ads in front of the people most likely to buy your products.
Facebook Custom Audiences is one of the most effective ways to advertise on Facebook to a specific demographic.
Custom Audiences enables you to retarget individuals who have previously interacted with your business, such as those who visited your website or made a purchase from your store.
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The more data you have on the people who will see your ads, the more effective they will be. When you market a custom audience, you know precisely who sees your advertisements and can target them with pinpoint accuracy.
This will help you increase conversion rates and generate a higher return on investment.
Facebook Custom Audience: How to Create Custom Audiences
On Facebook, custom audiences can be created in a variety of ways. You have the following choices:
- Create and upload customer contact list
- Use data on website visitors or app use
- Make use of data from offline activities
- Leverage data about how people interacted with you on Facebook or Instagram, like watching a video or visiting your business’s profile
- Use Shopify’s Facebook Marketing app to create a Custom Audience.
In this post, we’ll cover the three most common methods for creating a Facebook Custom Audience: using website visitor data, uploading a contact list, and using Shopify’s Facebook Marketing app.
1. Target people who’ve visited your website
Your website data provides you an option to create a Custom Audience comprised of visitors to your website in the recent past-as provided they were logged into Facebook at the time.
When creating a Custom Audience comprised of website visitors, the first step involves creating a Custom Audience Pixel, a fancy term for a piece of code that communicates with Facebook and tracks your visitors.
You can create a Custom Audience Pixel in the same manner as you created a Custom Audience. To begin, click the shortcuts icon in the top-left corner of the screen and select Audiences.
- Create a Facebook custom audience
- From the Create Audience dropdown menu, select Custom Audience.
- Create a Facebook custom audience
- Then, click on the website.
- Develop a targeted Facebook audience based on website visits
- Provide a name and a URL for your pixel, then click Continue.
The following step is to select the conditions that will apply to your custom audience. You can opt to target all website visitors, visitors who viewed specific pages on your site, or visitors who spent a specified amount of time on it. Additionally, you can specify a timeframe, which can be up to 180 days in length.
Once you’ve finished making your selections, give your audience a descriptive name and click Create Audience.
1. Upload the customer contact list.
Suppose you have a list of email addresses associated with your customers/mailing list subscribers. In that case, you can use Facebook to create a Custom Audience by uploading the entire list or segments of it.
You can target Facebook ads to customers/subscribers who share their email addresses between your brand and Facebook.
However, it’s critical to keep in mind that the recipients of your messages must have opted in to receive them. You can not purchase or upload an email address list or a phone number list.
To create a Custom Audience on Facebook with a contact list, click the shortcuts icon in the top-left corner of the screen and select Audiences.
- Create a Facebook custom audience
- From the Create Audience dropdown menu, select Custom Audience.
- Create a Facebook custom audience
- After that, select the Customer list.
- Create a Facebook custom audience based on a customer list
You have a few options for re-creating your list on Facebook as a Custom Audience:
· Copy-paste the data. If you have a small list, copy and paste the information into Facebook manually.
· Alternatively, you can upload a CSV file. If your list is extensive, you should upload a CSV file. A CSV file can be created from any spreadsheet containing customer/subscriber contact information, or you can download a CSV file of your contacts from your email marketing provider. Before uploading, ensure that all email addresses (or phone numbers) are listed in a single column without any other information.
· Integrate Shopify with a Facebook profile. If you use a Shopify-supported email service, you can connect Facebook directly to your email list instead of uploading or copying and pasting.
Upon adding your list, Facebook will match the customer data with Facebook users.
1. Shopify Facebook Marketing app
With Shopify’s Facebook Marketing app, you get to create, manage, and track Facebook ad campaigns without leaving the platform. Additionally, it configures your Facebook tracking pixel for you, enabling you to create ads targeted at visitors to your website.
Create Facebook audience-building ads with Shopify’s Facebook Marketing app by following the steps in the video below.
Additionally, you can use the app to create dynamic retargeting ads. These are displayed as customized Facebook carousel ads featuring products your site visitors have viewed or added to their shopping carts.
Facebook Custom Audiences: How to Use Custom Audiences
Custom Audiences on Facebook enable you to target people based on a variety of criteria. As a result, your ads will be more effective and optimized.
The following make for six uses for Facebook Custom Audiences.
1. Expand your Facebook audience
Custom Audiences can help you expand your Facebook audience. Create a Custom Audience of prospects who have recently subscribed to your email list or visited your website. Then, use the same Custom Audience to run ads encouraging them to become fans of your business on Facebook.
2. Upsell to current customers
Custom audiences can generate a list of individuals who have previously purchased from you. If you sell various products, this is an excellent method of increasing your customer’s lifetime value.
Advertise any related products or accessories in a recent shopper’s ad. Utilizing a time-sensitive offer will compel them to act immediately.
3. Target those who abandoned their carts.
For a variety of reasons, shoppers abandon their shopping carts. Often, they became preoccupied and were unable to complete their purchase. However, if they add something to their cart, there is a good chance they will purchase it.
As soon as possible, follow up with a targeted Facebook ad before they forget or, worse, purchase it elsewhere.
4. Market to active subscribers
The most challenging prospects to sell to are those who have never heard of your business. The majority of us will not purchase our first visit to a website. To begin, we want to learn about and trust the company. That is why it is challenging to sell to strangers on Facebook.
Increase your conversion rate by selling to active subscribers—those who have subscribed to your mailing list have not opened your emails. They have heard of your brand and like it enough to subscribe to your mailing list and somewhat read what you have to say regularly.
5. Feedback from customers
Feedback is critical for business owners. Regular feedback will aid you in ensuring your customers’ satisfaction. Better yet, feedback can assist you in developing marketing and product ideas.
After a customer makes a purchase, contact them via Facebook and ask them to complete a survey. Conduct a contest to encourage survey participation.
6. Create an email list
Creating an email list is a good idea for any online business. It’s the most dependable method of communicating with existing and prospective customers. While the majority of list building occurs on your website, it can also happen on Facebook.
You can increase your email subscriber list by targeting visitors to your website. Because they are already familiar with you, visitors to your website are more likely to sign up than strangers.
Nota bene: Custom Audiences on Facebook
There are a couple of considerations to make when creating Custom Audiences on Facebook to minimize pitfalls and ensure your ads reach the right people.
· Traffic: To serve ads to your custom audience, it must contain at least 20 individuals. If your website is not receiving much traffic yet—or if your email list is not very large—you may want to experiment with running ads to drive traffic to your site or encouraging email signups before implementing Custom Audiences.
· Facebook Business Manager: You will need a Facebook Business Manager account to create Custom Audiences. If you do not already have a Business Manager account, Facebook will prompt you to create one when you attempt to create a Custom Audience, or you can create one.
· Update email Custom Audiences: Your email Custom Audiences must be regularly updated. If you created your Custom Audience by manually uploading a list of contacts to Facebook, keep it current by uploading a new CSV file containing only new contacts, replacing your Custom Audience with a new CSV file containing all of your contacts, or copying and pasting new subscribers into your Custom Audience list.
· Your audience: You may not be able to create a custom audience for every customer, visitor, or subscriber. Not every visitor to your website will have a Facebook account.
Additionally, individuals on your email list may use a separate email address for their Facebook account. As a result, the reason your custom audience is smaller than expected is not always due to an error.
Shopify users can also automate updating their customer audiences with apps from the Shopify App Store, such as Audience Push to Facebook or Facebook Custom Audiences.
Facebook Custom Audiences: Advanced Ways of Using Custom Audience
After you’ve mastered the fundamentals of Facebook advertising with Custom Audiences, you may wish to take things a step further by utilizing some of Facebook’s more advanced features to create even more targeted advertisements.
Value-based Lookalike Audiences
Create Value-based Lookalike Audiences to assign an indicator identifying your highest-value customers if you want to be extremely precise with your ad targeting.
This additional piece of information enables Facebook to fine-tune its targeting even further, allowing you to target only those people who are most likely to become high-value customers.
Facebook Dynamic Product Ads
The majority of custom audiences must be created manually. This is especially important if you wish to target website visitors based on the products they view. This quickly becomes unpractical for websites with a high page count.
Facebook Dynamic Product Ads provide a more automated solution. Advertisements are displayed to visitors to a website based on the products they view and their proximity to purchasing. All that remains is for you to configure the parameters and design the ad template. Following that, it will operate independently.
Shopify users can easily create dynamic product ads using the Shopify Facebook Marketing app. When you configure the Facebook Marketing app, your products are automatically made available to it. Following that, these items are synced to a Facebook product catalog, which can be used to create dynamic retargeting ads.
Following the creation of a Custom Audience, you can use Lookalike Audiences to expand it to include people who have not subscribed to your email newsletter or visited your website but share some of the same characteristics as those who have.
This is an excellent method of exposing your products to people who are likely to be interested in what you have to offer but are unfamiliar with your company or products.
To create a Lookalike Audience, you’ll need at least 100 individuals from a single country in one of your existing Custom Audiences.
If you’ve installed the Facebook pixel on your website, you can configure Pixel Events to automatically add visitors to your Custom Audience upon taking specific actions that include:
- Adding a product to the shopping cart
- Viewing a specific piece of content
- Subscribing to your newsletter
- Adding a product to a wishlist
- Performing a site search
- Making a purchase
This allows you to automate creating your various custom audiences and ensures that you only show ads to people who want to see them, such as an abandoned cart ad.
The ability to exclude people is one of the most powerful features of Custom Audiences. If you’re running an ad to encourage website visitors to subscribe to your email list, for example, make sure that you exclude current subscribers.
Similarly, if you sell to website visitors via Facebook and only have one product to sell, you can expect people to buy from you only once. Exclude anyone who has already purchased to maximize your savings.
The most frequent error I see business owners make with Facebook Custom Audiences is an omission of exclusions. It’s costly to continue advertising to people who have converted. Always keep in mind how you can further segment your audience through exclusions.
Launch Custom Audiences Ads
It’s time to launch your first Custom Audience campaign! When you create a new campaign, you’ll be able to select one of your custom audiences as the audience. You may create a new custom audience at any time.
One of the most effective ways to advertise on Facebook to a specific demographic is through Facebook Custom Audiences.
You can use it for retargeting people who have previously interacted with your company. Your ads become more effective when you have more data on people who will see them.
You can decide to target all website visitors, visitors who visited specific pages on your site, or visitors who stayed on your site for a certain amount of time.
You can use Facebook to create a Custom Audience if you have a list of email addresses associated with your customers/mailing list subscribers.
Custom Audiences allow you to create a list of people who have purchased from you in the past. By selling to active subscribers, you can increase your conversion rate. In a recent shopper’s ad, they advertise any related products or accessories.
List building takes place primarily on your website, but it can also take place on Facebook. At least 20 people must be in your custom audience for ads to be served to them.
Your email Custom Audiences must be updated regularly. For every customer, visitor, or subscriber, you might not be able to create a custom audience.
Shopify users can also use apps from the Shopify App Store to automate the process of updating their customer audiences, such as Audience Push to Facebook or Facebook Custom Audiences.
Advertisements are shown on a website based on the products they look at and how close they are to making a purchase. You’ll need at least 100 people from a single country to create a custom audience.
One of the most powerful features of Facebook’s Custom Audiences is exclusions. A vital feature of the ad tool is the ability to exclude current subscribers.
To maximize your savings, exclude anyone who has already made a purchase.
If you have ever tinkered with Facebook’s Custom Audiences feature, let me in on your experience in the comments.
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