Step 1: Where to Start? Custom Audiences is THE Place to Start
Are you currently investing in Facebook Ads and not achieving the return that you expect? Perhaps, you are considering starting a Facebook Ad campaign and are a little confused as to where to start?
Custom audiences is THE place to start! Let us start with a definition of a custom audience;
“A Facebook custom audience is a group of consumer that you have already earned and built connections with, earned through a customer database, a mailing list, visitors to your website or people that have watched your video. Facebook empowers us (you/me) to build custom audiences of people that we earned a relationship with and, then, subsequently publish ads to those people that already are familiar with your brand.”
Website Visitors Custom Audience: Via the Facebook Pixel, assuming you have installed the pixel on your website, Facebook allows you to build an audience of people that have visited your website or specific pages on your website. Watch the video demonstration below for step-by-step instructions how to create a custom audience from website visitors.
Mailing List Custom Audience: Using the Facebook Custom Audience builder, you can upload a list of unique email addresses and phone numbers and build a custom audience from those email addresses and phone numbers that match users on
Facebook. Our experience is that you will achieve a 60-80% match rate for all email addresses and/or phone numbers you upload. Watch the video demonstration below for step-by-step instructions how to create a custom audience from customer master lists, email marketing lists or any list of email addresses or phone numbers.
Video View Custom Audience: One of the most recent and most powerful audience building tools Facebook has deployed is the Video View custom audience builder. Using this tool, you can build a custom audience of people that watch your video, you can actually build separate audiences for people that watch 3 seconds, 25%, 50%, 75% or 95% of your video, this is EXTREMELY powerful. Watch the video demonstration below for step-by-step instructions how to create a custom audience from video view.
Step 2: Custom Audience Profiling and Building a Lookalike Audience
So, now you have an already built audience of people and consumers that you have earned a connection. How does that help you identify additional leads and prospects?
GREAT QUESTION, truth be told the people already in your custom audience are already people that are in your sales funnel (or sales and marketing process), you already have at least “one touch” with this audience. How do you find more consumers like those you have already earned?
Another GREAT QUESTION, Facebook Lookalike Audiences do this for you. Facebook uses their data (BIG data) and proprietary algorithm to match the demographics, traits, interests and behaviors of the consumers in your earned audience to build a larger pool of people that meet those same exact demographics, traits, interests and behaviors; FACEBOOK DOES THE WORK FOR YOU, no more guessing as what the profile of your perfect customer is, Facebook does it for you! Watch the video demonstration below for step-by-step instructions how to create a custom audience from video view.
Step 3: Using Lookalike Audience for Advertising
The next step is to publish content (advertising) to this new group of consumers that are likely candidates for your products and services. Our article today focused on the building of the audiences, publishing the campaign (campaign, ad sets and ads) will be covered in future articles. Click the link below and join our #LeadGen Marketing Club and never miss out on the latest and greatest in the Facebook marketing world, EVER AGAIN!
Michael Lucy is an avid digital marketer with a deep rooted passion for anything and everything involving technology. From programming to SEO to PPC to remarketing to programmatical advertising, Michael loves to keep current with technology, sharing knowledge and collaborating with other like minded digital marketers.