When it comes to social media advertising, creating Custom Audiences within Facebook’s Ads Manager may be one of your most powerful tools. A lot of people ask us, “Can’t I just boost?” and the answer is: not if you want your ads to be as successful as possible. Using Ads Manager instead of boosting gives you access to a much larger selection of audiences. It will allow you to target the specific people (hello PCGs) you want to see your ads.
While being able to create audiences based on demographics, geographic locations and interests is awesome, it’s the Custom Audiences that are the real superstars. These are audiences that are customized based on how people have interacted with your pages, your website and your store. Custom Audiences take your targeting from lukewarm to red hot.
The 3 top custom audiences I recommend trying are:
You can create audiences based on people who have watched all your videos or specific videos. If someone tunes in to a live video you did about a specific product, think of how great it is to be able to show them an ad about that product with a CTA to that product page. This is also a great audience to use in the face of the new Apple iOS changes. It’s a way to remarket to people within Facebook.
Pro Tip: If you’re creating an audience targeting people further down the marketing funnel, try creating an audience of people who have watched 75%+ of your video(s). Since these people tuned in for a majority of your video, they’re more invested in you and your products.
Considered an “owned” audience, your customer list is super special because it belongs to you! The people on your list have already given you permission to interact with them, which makes this audience really effective. I recommend using this audience for more middle or bottom-of-funnel ads since these people are already familiar with you. This is also a great audience to create a Lookalike from to use in Lead Gen ads to continue to grow your list.
Pro Tip: If you know the lifetime value of your customers, you can upload that as well and tell Facebook to find people based on their LTV.
Another super “warm” audience, your website traffic audiences are made up of people already interested enough to be growing your site.
Pro Tip: Create a bunch of different audiences based on the different landing pages on your site and then show ads featuring those specific categories to those people.
The audiences you choose to target are one of the most important parts of building ads in social media advertising. Effectively using Custom Audiences in your social media advertising is a great way to target the right people who, in turn, become lifelong customers.
What I want you to take away from this blog:
- Using Facebook Ads Manager can help you get way more specific with your advertising. Helping you get the most out of your advertising dollars.
- Creating Custom Audiences can help you reach a warmer audience that is more likely to buy from you.
- With the new Apple iOS changes, Video View Audiences are a great way to remarket to people within Facebook.
Ok, over to you! I want to know…
Are you currently using any of the above methods to create ad audiences? If so, which ones have you found to perform the best for your business? We’d love to hear from you in the comments below!
If you’d like to go further with Facebook and Instagram advertising, become an Insider and gain instant access to our Clarity Portal—full of easy-to-use resources and videos (like Live Video Selling Funnel Training or Installing a Pixel from our Ads Masterclass) that’ll help the how-to’s in this blog become crystal clear.