In our last article we touched on all different types of audiences you can create on Facebook to find customers. Today we’ll expand on 5 ways to boost your Facebook campaigns with Custom Audiences. A Custom Audience is an option that lets you find people who already know your business on Facebook. You can create Custom Audiences from your existing customer lists, website visitors and engaged Fans.
The first step to finding new customers is to learn the unique characteristics that comprise your current ones. Having a solid idea, a clear visual of a current client, can give insight into who else can be a potential customer. For example: during our workshops we do an exercise to visualize customers. Then we brainstorm who else can share in the same interests and behaviors. We start with location and geography. Then we dig deeper into demographics -job titles, education, income, etc.- interests, likes, and behaviors. Delivering the right message to the right audience is the difference between a positive ROI or money down the drain. Custom Audiences take the guessing out of the equation.
5 Types of Custom Audiences
1-Customer Data – Put your list of customers to good use.
Use a list of your current customers to create a similar FB audience. Through a process called hashing FB associates values to data points and finds other people with similar traits as your customers. This process does not compromise the security of your data and it gives you access to a unique audience with a high-er engagement factor. Keep in mind that you can only upload data from customers who have given you permission to market to them. You can’t use a purchased customer list or data you’ve gathered from other websites.
2-Website Traffic-Follow your website visitors wherever they go.
After you install your FB pixel you can create an audience of people who have visited your web-site or any specific pages in your website. This is called a re-marketing audience and it works great to deliver a more personalized message to someone who has visited your site. If you ha-ven’t installed the Facebook pixel yet, you’re missing out on this rich source of data.
3-App Activity-Target users who have downloaded and accessed your Mobile App.
You can also create an audience of people who launched your app or specific actions inside your App and target ads to them. For example: this type of Custom Audience can be a great basis for app engagement campaigns or people who have made in-app purchases..
4-Offline Activity-Send specific ads to those people who have visited your physical store.
Create a custom audience of people who have interacted with your business in-store, by phone or any other offline channel. For example: download a list of purchases and create a custom audience to introduce this group to a new product.
5-Content Engagement-Find users who are frequently consuming your content.
Use your engagement campaigns to promote interactions on Instagram or Facebook but then create an audience of these engaged people to send more targeted ads. Think of it as waves.
Facebook Custom Audiences are one of the most essential tools for a successful Facebook campaign.