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How stuff works: Facebook Custom Audience Targeting

Facebook Custom Audiences

Facebook Custom Audience ad campaigns are highly advanced at targeting customers you already know. Connect with your existing customers based on where they are in your customer journey. Learn Facebook Custom Audiences work and the sources you can use to create your Custom Audiences to reach high-value customers across Facebook, Instagram & Messenger.

There’s a Facebook targeting strategy that’s killing right now, and it is called Facebook Custom Audience targeting.

We’ve been using this strategy with a number of our clients, and the results are phenomenal.

Today, we’re going to go through how Facebook Custom Audiences work, and which sources you can use to create your own.

  1. What are Facebook Custom Audiences
  2. Facebook Custom Audience Sources
  3. Sam Ovens using Facebook Custom Audience Targeting

What are Facebook Custom Audiences

Using online and offline data you’ve collected about your customers or followers, you can build a Custom Facebook Audience and advertise to them directly.

Is that similar to Facebook Core Audience Targeting?

Nope. Core Audience Targeting uses information provided to Facebook by individual users. However, Custom Audiences are made up of data provided by you about your audience, without disclosing their personal information to Facebook or any third party.

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Facebook Core and Custom Audiences

 

Facebook Custom Audience Sources

There are several ways you can generate a Facebook Custom Audience:

Create Facebook Custom Audiences from Customer Files

You know that email database you’ve been working on for years. Well, it’s about to pay off.

You can use the information from your customer files in your CRM, POS and email database to create a Facebook Custom Audience.

There are a total of 15 Identifiers that you can choose from:

  • Email
  • Phone Number
  • Mobile
  • First Name
  • Last Name
  • ZIP/Code
  • City
  • State
  • Province
  • Country
  • Date of Birth
  • Year of Birth
  • Age
  • Facebook App User ID
  • Facebook Page User ID

This data is then uploaded using a CSV or TXT file, and Facebook builds your audience.

Hot Tip: The more information you provide, the better the result. This information is undisclosed and secured on Facebook’s servers.

Create Facebook Custom Audiences from your Website Activity

Is your website a people magnet? If yes, then this one’s for you.

Using a Facebook Pixel, you can identify and put people into Facebook Custom Audiences that have visited your web page or even taken actions.

As a result, this is a perfect solution for landing pages or e-commerce websites.

For example, let’s say a user abandons their shopping cart on your site in the middle of a purchase. The Facebook Pixel captures that activity and consequently you can put them into a Facebook Custom Audience. From there you can then reach out to them directly on Facebook and encourage them to go through with their purchase.

You can even promote the exact products they left behind!

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Facebook Pixel Abandoned shopping cart ad

Create Facebook Custom Audiences from App Activity

Do you have a mobile shopping or a gaming app? Well, you can get in front of those users too!

Facebook’s SDK is the Facebook pixel equivalent for mobile apps. That makes it perfect for targeting users who are highly engaged in mobile apps, and businesses that have in-app purchases.

The real benefit? Facebook Pixel and SDK allows you to avoid spending money trying to target everyone and instead focus on those that are already taking actions on your customer journey.

And it’s Free!

Create Custom Audiences from your Facebook Engagement

Do you have a highly viewed Facebook page, content or ads? Then this strategy is the ducks nuts.

You don’t need a Pixel or SDK for this one, just Facebook

You can reach people if they engage with:

Your Facebook Page

You can create Custom Facebook Audiences from people who have;

  • Viewed and interacted with your Facebook page,
  • Liked, shared and commented on your Facebook Ads,
  • Clicked on your call to action ad-features
  • Even those that have sent messages to you directly via Messenger.

Hot Tip: The key here is to target those who are repeating engagement offenders, don’t go after everyone unless that’s precisely what you want.

On Page Videos

Do you have engaging video content? If your answer is YES, then you can add these people to a Custom Facebook Audience.

You can even segment them based on the amount of the video they’ve watched.

E.g. if they’ve watched 4 minutes of a 5-minute video, put them into a Facebook Custom Audience.

If someone watches your content for that long, you have value, which = $

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Facebook Highly Engaged user = $

Facebook Ad Form Leads

If you have Facebook ads that have a particular call to action or a sign-up feature, you can use this information also.

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Facebook Lead Forms

Take the information from the lead forms and create a Facebook Custom Audience using this data.

Facebook Mobile Experiences

People love immersing themselves in mobile experiences, especially if it tells a great story or offers an interactive mobile shopping experience.

You can create Facebook Custom Audiences from people who engaged with your Canvas or Collection posts.

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Facebook Collection Posts
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Facebook Canvas Posts

 

Sam Ovens using Facebook Custom Audiences

One of my favourite examples of Facebook Custom Audience targeting is Same Ovens.

Sam runs a business called consulting.com.

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Sam Ovens from consulting.com

Sam’s goal is to get you to buy his online consulting courses, but naturally, no sane person is going to hand over $2,000-$4,000 on how to consult right away.

They will ‘um’ and ‘ah’ about it and probably navigate away from his website. This is where a bit of salesmanship & Facebook Custom Audience targeting pays off.

I first saw his ad on YouTube while watching a Vlog from one of my mentors, Gary Vaynerchuk.

Sam promoted a “FREE” webinar to learn about how he gets 30-50 leads per month. Naturally, I want this for my business, so I clicked on his ad. I ended up on a landing page.

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Sam Ovens landing page
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Sam Ovens from consulting.com registration

It’s free, so I signed up and passed on my details and… Boom!

The Facebook Pixel Fired

Now I’m in his Facebook Custom Audience funnel of interested prospects.

I then proceeded to watch his full video, which took an agonising 2 hours of my life, but I didn’t hand over my cash, because I (and possibly many others) watched 95% of his webinar but didn’t make a purchase.

Sam knows that I am “strong prospect”, but I either:

  1. Borked at the cost; or
  2. Need time to think about the investment as its expensive.

Sam would put me and the others who watched the webinar into Facebook Custom Audience, and for the next three months be bombarded on Facebook by Sam Ovens Remarketing ads.

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Sam Ovens from consulting.com Facebook Advertising

Sam’s remarketing is a strong strategy because he is specifically targeting those who are already engaged with his brand but need that little extra push to get them over the line.

Conclusion

So there you have it. Facebook Custom Audience targeting is a great way to engage customers you already know and with which you already have a relationship.

  • Use a combination of online and offline data to create your Facebook Custom Audiences
  • Ensure your message is appropriate based on where they are in your customer journey
  • Break them down into different categories
  • The more information you have about your customers, the better Facebook can target them.

Need Help?

NewyMedia is a digital marketing company based in Australia. If you need help with your Facebook advertising, then we are here to help. You can contact us here, or sign up below to join our mailing list for more great tips and advice.

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