The more you know about the people you’re advertising to, the better your ads will perform. This is why many business owners love advertising on Facebook. There are so many options for audience targeting..
Facebook offers a huge potential audience for advertisers. It’s in fact so great that it’s important to target your ads with a laser to make sure that you have reached Facebook users who are most likely to be interested in your business. The more you know about the people you advertise, the better your ads will be. This allows you to minimize advertising costs and increase return on investment,
One of my favorite options is a custom Facebook audience. With custom audiences, you can redirect people who have already interacted with your business. For example, customers and site visitors.
The Facebook special audience, one of the most powerful Facebook tools. It is great for targeting current customers, increasing sales value, increasing sales conversion, increasing brand awareness and much more.
Choosing a target audience, manually can be a great way to explore a new audience on Facebook, especially if your business is relatively new or has a small audience.
How to Create a Facebook Custom Audience
To go to the first section “Custom Audiences”, open the “Business Manager” menu in the upper left corner of your advertising manager on Facebook and select “Audiences”.
To create new audiences, you use the drop-down menu, which can be accessed by clicking the blue "Create Audience" button.
When you click on “User Audience”, you see a pop-up window with various parameters. These parameters you use to create 7 audiences.
Website user audiences do not require any data from you about the users you want to target, . All you need to do is wait for the user to visit your site. Thanks to a special tracking code - the Facebook pixel - Facebook recognizes users and automatically adds them to the audience, preparing them for re-orientation through advertising.
User audience uses its own customer data for precise targeting. There are three types of user audiences. With each type, you can choose smaller segments of your audience. The more specific you get, the more effective your campaign will be.
Custom audiences are created by uploading your customer phone list or customer/subscriber email list in CSV or TXT format to Facebook. The main user audience list is very effective in targeting ads and complementing direct marketing campaigns.
For example, you may have a list of newsletter subscribers or past customers. These are people who have clearly shown interest in your business, but Facebook cannot identify them unless you upload a list. When you upload information, Facebook uses a process called “hashing” to maintain the confidentiality of certain customer data, while at the same time allowing you to find matches with Facebook user profiles.
User site audiences allow advertisers to create audiences based on actions performed on the pages of their own website. To redirect visitors to your site, you need to install on your website pixel Facebook. A custom audience pixel is just a fancy term for a code snippet that you place on your site that communicates with Facebook and tracks visitors. If you are comfortable using the Power Editor, you can also create it there. If you have access to multiple advertising accounts, make sure you choose the right one. Each advertising account receives only one pixel.
When you select "Website Traffic", from the pop-up window shown earlier, you will see another pop-up window in which you configure your user audience using the drop-down menu that appears when you click "All visitors to the site."
Choose who you want to focus on: all site visitors, people who have visited certain pages, or people who have spent a certain amount of time on your site. Then set the desired time period from 30 to 180 days. You can further improve your audience, by using rules that allow you to specify how many times someone has visited your site and what device they use.
App Activity Custom Audiences
If you have an application (mobile or internet application) using the Facebook SDK, you can create an audience of people based on their activity in this application. This can be a great opportunity to re-engage and move people along the funnel. Visitors can then target specific ads, , depending on where they are in the sales funnel.
For example, you can target people who have previously used your application but have not returned to it in the past month. Target them with a discount coupon and voila!
Use Facebook Custom Audiences for remarketing
Remarketing is an effective way to remind people of products that they are interested in or even abandoned in a basket - encouraging them to take the final step when buying. Facebook also more often refers to remarketing as “Custom Audiences.” The concept is the same: someone visits your website or interacts with your brand, it is marked with a code that you implement to track them, and then while they scroll through their facebook they submit your ad to remind them that they are missing.
As soon as your first user audience is ready, it's time to start advertising! Each time you create a new campaign, you will have the opportunity to choose one of your user audiences for targeting. You can also create a new user audience at any time.
The goal of creating Super Audiences and Winner's Circles is to find the best people to perform the desired action. But the results largely depend on your ability to draw on your lessons from dozens and even hundreds of ad tests on Facebook.