Facebook Custom Audience…what does it mean and how do you set them up?
Often business owners think of social media as this magical place where you place some marketing ads and POOF, all of a sudden you’ll have sales pouring in. In general, sales on Facebook follow a similar pattern to sales in the “real world” in that typically there are several customer touches before an actual sale, mostly in the form of educating potential customers and providing your product’s value through the ad content. Below, we will walk you through the Facebook Ad process, creating Custom Audiences, and how to best utilize these tools to increase sales and exposure.
A typical sales cycle:
- Top of the funnel: first exposure – awareness and education. Your goal here is to let people know who you are! The top of the funnel is where you want to touch as many people as possible to get the word out about your product or services. These prospects are cold leads, meaning the users have never heard of your product or service before.
- Middle of the funnel: consideration. Prospect starts to become interested in your products or services. Here, you are working on building affinity and trust for your brand via your content. At this stage, you’ll want potential leads checking out your website, following you on social media, watching your videos, and/or joining your email list. Once a user has engaged with your website or social media pages, these users can now be targeted with Facebook Ads using Custom Audiences. You are now target marketing to those who have expressed interest in your product or services.
- Bottom of the funnel: Sales are made here! At the bottom of the funnel, you’ll use Custom Audiences to target users with a direct offer to get them to buy your product or service.
When running Facebook Ads, take a minute to map out your sales cycle. What content can you use at the top and middle of the funnel? What type of audiences are you going to use at each stage as well as budget and objectives. Always start with a plan and a budget in mind! Remember, Facebook Ads are just like all other marketing so they may or may not produce results. Determine what you are comfortable spending and work within those parameters.
Today I’ll focus on an audience great for middle & bottom of the funnel targeting, Facebook Custom Audiences. When referring to Facebook Ads, let’s define audiences, which means target or market…who you’d like to see your ads.
What is a Facebook Custom Audience?
A Facebook custom audience is an audience of people who have already shown an interest in your product or service by visiting your website, engaging with your social media channels (Facebook/ Instagram), downloading your app, or joining your database. Often this type of audience is known as retargeting or as a ‘warm’ audience. Below I’ll break down each engagement type and its options!
Engagement Custom Audiences: An audience comprised of people who engaged on your Facebook or Instagram page or watched one of your videos.
- Video Views: create an audience of anyone who has watched a video on your Facebook or Instagram profile. With this custom audience, you’ll need to select the length of time or % of video that the users viewed. You’ll also choose which videos you’d like to include in your audience. NOTE: With each new video you post, you’ll need to update your audience for those videos to be included in this custom audience; it does not update automatically. You’ll also need to set up the retention time frame, this tells Facebook how long to keep users in the audience if they haven’t watched a video.
- Lead Forms: create an audience of anyone who has opened or completed a lead form on one of your lead generation ads on Facebook or Instagram. The lead form audience has a retention limit of 90 days.
- Instant Experience: create an audience of anyone who has opened an instant experience on Facebook or Instagram. The instant Experience has a retention date of 365 days.
- Shopping: create an audience of people who have interacted with the product in a shopping experience on Facebook or Instagram. The Shopping audience has a retention limit of 365 days. To dive deeper into the shopping custom audience, you can set up the following combination of audiences based on the user’s actions.
- People who viewed product: Includes people who viewed a product detail page in your shop a Facebook or Instagram
- People who viewed products and navigate to the website: Includes people who viewed a product detail page through your Facebook or Instagram shop and then navigated to your website. This option is available globally and doesn’t require checkout to be enabled.
- People who saved products: includes people who saved a product from your shop on Facebook or Instagram.
- People who viewed shops page: includes people who viewed your shop on Facebook or Instagram.
- People who viewed shops collection: includes people who viewed a collection in your shop on Facebook or Instagram.
- People who added any product to their cart: include people who added a product to their cart in your shop on Facebook or Instagram or through ads with checkout enabled.
- People who initiated checkout for any product: includes people who started checkout on a product in your shop on Facebook or Instagram with checkout enabled.
- People who purchased any products: includes people who bought a product from your shop on Facebook or Instagram or through ads with checkout enabled
- Instagram Engagement: create an audience with anyone who has visited or interacted with your Instagram post or ads. You will need a professional account to set this up. When you set up Instagram Custom Audience, you’ll have 5 actions to pick from; you can combine them all or set them up separately. Each action is detailed below. Instagram has a retention limit of 365 days.
- Anyone who has engaged with your professional account: Includes people who visited your profile or took action on your post or ad, such as likes, comments, saves, carousel swipes, button taps, or shares.
- Anyone who has visited your professional account’s profile: This includes anyone who has visited your professional Instagram account regardless of their action once on the page.
- People who have engaged with any post or ad: Includes people who have taken action on any post or ad, including likes, comments, saves, carousel swipes, button tap, or shares.
- People who have sent a message to your professional account: include only people who have sent a message to your professional account.
- People who have saved any post or ad: includes only the people who saved a post to ad from your Instagram professional account, either on your professional accounts profile or their feed.
- Facebook Engagement: create an audience of anyone that follows or interacts with your Facebook page. You’ll have 7 different audience combinations. Facebook has a retention limit of 365 days.
- People who currently like your page: includes people who now want your Page on Facebook, Please who, unlike your page, will be removed from this audience. NOTE: When creating an audience that includes only the people who LIKE your page, this audience cannot combine with another custom audience.
- Everyone who engaged with your page: includes people who have visited your page or taken action on a post or ad, such as reactions, shares, comments, link clicks, or carousel swipes.
- Anyone who visited your page: includes anyone who visited your page, regardless of the actions they took.
- People who engaged with any post or ad: includes people who have taken action on a post or ad, such as a reaction, share, comment, link clicks, or carousel swipes.
- People who clicked any call-to-action button: includes people who clicked on a call to action button or your page, such as contact us or shop now
- People who sent a message to your page: this includes only the people who send a message to your page
- People who saved your page or any post: include only the people who saved your page or a post your page.
- On-Facebook Listing: create an audience of anyone who has interacted with the on listings from your Facebook catalog
- People who viewed products in the catalog: include people who have viewed a product details page through your marketplace catalog from both organic & sponsored traffic.
- People who messaged about products in my catalog: include both organic & sponsored traffic.
- Events: create an audience of anyone who has interacted with your event on Facebook. The retention limit is 365 days.
- People who responded Going or Interested.
- People who have responded Going
- People who have responded Interested
- People who have visited the event page
- People who have engaged ( liked, shared, or commented on any of the events on your page)
- People who entered the ticket purchase flow, whether they purchased a ticket or abandoned the purchase flow.
- People who have purchased tickets.
- People who have abandoned the ticket purchase flow
Website Custom Audience: create a Facebook Audience of people who have visited your website based on the Facebook pixel data. The audience can be tailor to specific events like purchasing. The website audience is a little trickier to set up as you will need to have your Facebook pixel installed on your site. A pixel is a piece of code placed on each page of your website. When a user is logged into Facebook and visits your site, that will cause your Facebook pixel to fire. Once that happens, you can turn that data into a custom audience of website visitors to target with ads for your products or services. If you are running WordPress, Square Spaces, or Wix, Facebook offers easy step-by-step instructions on installing the pixel for tracking. Due to the iOS 14 update, the audience data is slightly smaller but still a great audience to set up to convert your ads into sales. You can set up several combinations that will help drive sales! As a side note, these ads tend to be a bit cheaper as they are more targeted. The website audience has a retention limit of 365 days. Below are some of the options available for website custom audiences.
- All website visitors
- People who visited a specific web page
- Visitors by time spent
- Page View
App Activity: Create an audience of people who have launched your app or taken a specific action on your game or app using it, such as purchasing.
- Anyone who opened the app
- Most active users
- Users by the purchase amount
- Users by segment (i.e., by demos, actions demographics, and more).
Customer List: create an audience of people from your current database; this can be phone numbers, addresses, emails. You will need a min of 100 matches to create this audience. Clients are often worried about how Facebook handles their data; when you upload your data to Facebook, the information in your customer list is hashed and will be unidentifiable at an individual level. Hashing is a cryptographic security method that turns your identifiers into randomized code and cannot be reversed.
There’s a lot you can do here to help move your Facebook and Instagram fans through a sales cycle or get them on your email list. I would challenge you to set up at least your engagement audiences and install a Facebook pixel on your site so that Facebook can start collecting data for your future marketing efforts! Of course, LASK is always available to create and monitor your Facebook and Instagram Ads! Here to save you time, energy, and even money since our experts are quick and knowledgeable with lots of experience in the digital marketing world.