What is Custom Audience?
You might have heard the term “custom audience”, but you may not be sure what it means or how to use this tool offered by Facebook Ads.
Australian Internet Advertising can help you make your ad more effective by creating a custom audience. Find out how it works, what the benefits are, and who should use this tool for their needs with our quick guide.
Understanding The 4 Types Of Custom Audiences
A custom audience is an essential tool for marketers. It lets you build audiences on Facebook Ads that are tailored to your existing customer base – with information like their e-mail addresses, website interactions past phone numbers, and more.
This is the perfect way to maximise your ROI with Facebook advertising. You can advertise directly towards people who have already shown an interest in what you offer, and make sure they see it as well by using our targeting feature.
There are four basic types of custom audiences that you can create using the Facebook Ads platform.
Website Custom Audience
This custom audience allows you to place a Facebook pixel on your website, allowing the tracking of when visitors come from social media. Once they’ve been tracked and added into this list for future marketing campaigns with more detailed information about user interests or demographics.
You can set your Facebook pixel up to track when any user visits your website, or even if they click a specific page like the “Contact Us” form and create custom ads that cater to these people.
Mobile App Custom Audience
You can reach a specific group of customers by creating an app custom audience on Facebook. Once you have set up this type, the social media site will connect with other apps installed in users’ phones to see if they are yours or not.
You can then use this list of customers to serve up “app engagement” ads that encourage a user to take an action in your mobile app.
Imagine if Expedia Australia could detect that you have their app installed on your phone. They might show ads targeted directly to people who use apps, like the one with a call-to-action button for booking trips right away.
Customer List Custom Audience
Custom audiences allow you to upload information about your past and current customers, such as their names, phone numbers or email addresses.
When you sign up for Facebook, the social media site uses your information to create a list of people who match those from its customer lists. This allows it more precision when targeting ads and even provides accurate demographic data on users.
You can easily create ads that will appeal to your current and existing customers with these audience groups – such as product giveaways for loyalists, coupons from the company’s services or products.
The first way to create a custom audience is by connecting your Facebook Ads account with CRM software. You can also upload customer information manually if you don’t have any lists available, click here for more details on importing them.
Engagement Custom Audience
This is one of the easiest types of custom audiences to set up. This type will automatically create a list of Facebook users who have shown an interest in what your business has offered by taking certain actions, like clicking on images or videos adverts as well as viewing ads for events and pages they are interested in too.
Custom audiences are a way to make your marketing more engaging and personal. You can choose how many days you want Facebook going back in time for information about user engagement, so it’s just right for the needs of each campaign.
For example – if you choose 30 days, the audience will contain every person who has interacted with your content within the past 30 days. After 30 days, anyone who has not recently interacted with your content will be automatically removed from the list. Click here for more information about how to set up an engagement custom audience on Facebook.
All four of these types of custom audiences have their own unique benefits, so we highly recommend that you set up all of the custom audiences that are applicable to your business and its products or services.
The Benefits Of Using Custom Audiences On Facebook
There are a number of benefits to using custom audiences, including the ability for you as an advertiser or marketer in building ads that will have exactly what your business needs. For example, if someone has bought something from one brand before but wants another product now they can be reached out with customised messages through this new tool at no cost.
Retarget Ads To Certain Customers
When you create custom audience targeting, the people who are most likely to be interested in your products will see this message. This increases their likelihood of conversion because they’re already aware and ready-to-buy!
For example, you could create a Facebook custom audience to target people who visit your website but do not make a purchase. Then, you could create an ad with a special offer – like free shipping or a discount – then serve the ad directly to these customers, maximising your conversion rate.
Maximise Your ROI
Custom audiences let you target people who have already shown an interest in your products and services, which helps to both increase total conversions while also reducing the amount of money spent on Facebook ads.
Pairs Well With Other Facebook Ad Campaigns
Custom audiences are a great way to segment your audience, but you shouldn’t exclusively use them. They work well with other Facebook ad campaigns too.
For example, you could create an ad campaign targeting everyone within 50 miles of Melbourne that will make sure your business gets in front of all those interested.
Then, you could use a Facebook pixel on your website to track everyone who clicks on the ad, and create another ad and a unique landing page on your website that targets interested customers with an offer like a 10% discount on their first meal.
Custom audiences are a great way to save money on your Facebook ads budget, get higher click-through and conversion rates while boosting profits. Don’t wait – set up a custom audience today!
What’s A “Lookalike Audience?” What You Need To Know
Facebook has more than 2.9 billion active monthly users – and if you only use custom audiences, you’re missing out on a lot of the benefits of Facebook audience targeting. That’s where a “lookalike audience” comes in. This audience type is very useful for Facebook marketing.
One of the best ways to build your email list is by using a lookalike audience. You can create one that “looks like” your existing custom audiences, such as those active users on websites or who have given you their contact information for newsletters and emails – which will make them more likely customers.
Facebook will trawl the information about your custom audience to learn more about their customers – such as income, location, and education. It can even determine what they’re interested in by looking at all of someone’s social media posts.
Then, you tailor your ad to reach these potentially interested people with a “lookalike” audience. This means that instead of just showing up everywhere and anywhere all at once – which would be too much for anyone’s tastes- the only place we’ll show up are places where someone might find us interesting enough reason why they need our product or service.
Lookalike audiences are an amazing way to extend the reach of your targeted ads and make sure that you’re reaching Facebook users who will most likely be interested in what it is that YOU have available.
Need Help With Custom Audiences & Facebook Marketing? Get In Touch Today!
Facebook advertising can be quite complex, so if you’re struggling to understand custom audiences and want expert assistance – or simply don’t have the time to focus on your core business operations – we are here to help!
As experienced Facebook and social media advertising professionals, Australian Internet Advertising can help you put together custom audiences and lookalike audiences for your ads, turbocharge the effectiveness of your Facebook ad campaigns and bring in more customers.
Interested in learning more? Give us a call at 1300 304 640 or contact us online to schedule a no-commitment consultation with one of our Facebook experts, and get the assistance you need.
