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Everything About Custom Audiences On Facebook

August 3, 2020

Everything About Custom Audiences On Facebook | AIA Book in a free 30 minute strategy session

If you run a business Facebook page and use Facebook Ads, you may have heard the term “custom audience,” but you may not be sure what it means, or how to use this tool offered by the Facebook Ads platform.

Well, Australian Internet Advertising is here to help. If you want to know how to create a custom audience, are curious to learn about the benefits of this tool, and want to deepen your knowledge with the help of a Facebook Marketing Agency, you’re in the right place. Read on to learn everything that you need to know.

What Is A Custom Audience? Understanding The 4 Types Of Custom Audiences

A custom audience is an audience that you can create on Facebook Ads, using information about your existing customers – such as their email addresses, past website interactions, phone numbers, and more.

This allows you to serve ads directly to social media users on Facebook who have already shown interest in your products or services, maximizing your return-on-investment.

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. This pixel can track when a user from Facebook visits your website, and then adds them to a custom list of users.

You can set your Facebook pixel up to track when any user visits your website, or even if they click a specific page like a “Contact Us” form, and create custom ads to serve these users. Click here to see how you can set up a website custom audience.

Mobile app custom audience

This type of custom audience allows you to reach a specific subset of customers who are using your mobile app. Once you set up a mobile app custom audience, Facebook will connect with the other apps on a user’s phone to see if they have your app installed.

Then, you can use this list of customers to serve up “app engagement” ads that encourage a user to take a particular action in the mobile app.

For example, a company like Expedia Australia could detect if a user had their app installed using a mobile app custom audience. Then, users who have the app installed can be served a customized ad, such as an ad with a call-to-action to book a trip using their mobile app right away. Click here to see how to set up a mobile app custom audience.

Customer list custom audience

Customer list custom audiences allow you to upload information about your past and current customers, such as their names, phone numbers, email addresses, and other such details.

Most users on Facebook use their real name and sign up with their personal email address or phone number, so Facebook can use this information to create a list of people who match those in customer lists.

By using this kind of audience, you can easily create ads that will appeal to your current and existing customers – such as product giveaways for loyal customers, coupons for your products or services, and other such ads.

There are a few ways to create this type of audience. You can connect your Facebook Ads account with a CRM (Customer Relationship Management) software, or manually upload customer information. Click here to learn how to import your customer lists and create custom audiences.

Engagement custom audience

This is one of the easiest types of custom audiences to set up. This type of custom audience automatically creates a list of Facebook users who have shown an interest in what your business has to offer by taking an action like clicking on an image-based or video ad, viewing an ad for an event, clicking on your Facebook page, or filling out a lead form.

When you create this type of custom audience, you can choose how many days you want Facebook to go back when collecting information about user engagement.

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

So, why should you use existing customers to build custom audiences based on past activity? What are the benefits? Is it worth it? Let’s go over a few of the benefits of using custom audiences to create ads on Facebook now.

Retarget ads to certain customers

Custom audience targeting lets you reach people who are already interested in your products, which increases the likelihood of a conversion.

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, maximizing your conversion rate.

Maximize your ROI

Custom audiences let you target people who you know are already interested in your products and services, which can help simultaneously increase your total conversions, and reduce the amount of money you spend on Facebook ads.

Pairs well with other Facebook ad campaigns

You shouldn’t exclusively use custom audiences. They are useful, but also work well with other Facebook ad campaigns.

For example, you could create an ad campaign advertising the opening of your new restaurant that targets everyone within 50 miles of Melbourne. This would make sure that your business gets in front of as many people as possible.

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.

If you want to save money on your Facebook ads budget, get higher click-through and conversion rates, and boost your profits, using custom audiences on Facebook is a great option. So don’t wait – set up your own custom audiences today.

What’s A “Lookalike Audience?” What You Need To Know

Facebook has more than 2.6 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.

With a lookalike audience, Facebook can automatically create a new custom audience that “looks like” your existing custom audience. For example, you can choose to create a lookalike audience based on your custom audience of active users of your website, or people who have given you their email address to sign up for an email list or newsletter.

Then, Facebook will trawl the information about your custom audience to learn more about your customers – such as their income, location, education, interests, friend and family connections, and other such information. Facebook can analyze hundreds of individual demographic details to create a comprehensive audience.

Then, a “lookalike” audience is built to target people who match the same basic demographics as your custom audience – but who have not yet been reached by your ads. This lets you quickly find new customers who are likely to be interested in what you have to offer.

When used alongside custom audiences, lookalike audiences are the perfect way to extend the reach of your targeted ads, and make sure your advertisements get in front of Facebook users who are likely to be interested in what you have to offer.

Need Help With Custom Audiences & Facebook Marketing? Get In Touch Today!

At Australian Internet Advertising, we understand that Facebook advertising can be quite complex. So if you’re having trouble understanding Facebook custom audiences and want expert assistance – or you’d just prefer to spend your time and energy focusing on your core business operations, we’re 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.

Book in a free 30 minute strategy session
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