How to create a custom audience in facebook

The Custom audience is a very important group in the Facebook audience. It is the remarketing of the existing audience. By customizing the audience, you can target the Warm audience that is not so Cold. You have already mixed at least once in front of the custom audience. And even if you have already purchased your product, this premise gives them a greater chance of clicking on your ad to buy your product.

The first method: create a custom audience from the Customer file

This type of custom audience comes from your existing customer information, such as customer mailing lists. So what kind of customer will leave his email address, or subscribe to your brand content, naturally someone who is interested in your product/service, then why not take a step closer and turn them into a real deal What about customers?

To create a Facebook custom audience, follow these steps:

1. Enter the background of your advertising account and find the Audience option.

2, click on “create audience” in the upper left, present the drop-down menu as shown below, select and click ‘’customer audience’’

3, select the “customer file” option

4. Choose to add your existing customer information form or choose the customer information imported from Mailchimp.

5, Facebook provides a lot of possible attributes for creating custom audience options for Customer File. There are 15 related properties to choose from, but the most common ones are email and phone.

6, there are two ways to upload the customer file

Click on “upload file” to select the relevant file from your local folder and upload it, or you can select “copy and paste” to paste the customer information into this area.

Your customer file can contain 15 different identifiers. The most popular identifiers are:

e-mail

telephone number

Mobile advertiser ID

The second approach: create a custom audience based on website traffic

Facebook traffic based on website traffic allows you to create remarketing campaigns for users who have participated in your site. These are high-value audiences because users who saw your ad have shown some interest in this. important! To create an audience based on your website traffic, you first need to install Facebook Pixel.

If you’ve built your own website on WordPress, you can also create such a custom audience using the Pixel Caffeine plugin.

After installing Facebook Pixel, you simply go to Audience Manager and create a custom audience based on past website traffic.

There are five options for you to choose from:

* Anyone who has visited the site

* Audiences who have visited specific pages of the site

* Visited a specific page of the site without an audience accessing other pages

* Haven’t visited your site’s audience for a while

* Other custom combination options

Among other custom combination options, you can choose to include certain pages that you have visited, or you can exclude certain pages and be more flexible.

The third way: create a custom audience based on App activities

If you want to connect with users who use iOS or Android apps, you can set a Facebook target audience to achieve this. To target users based on app activity, you first need to sign up for your app and set up app activity.

To create a Facebook custom audience based on an app activity, target people who have already performed a specific action (event) in your app. You can also select the time range of the target event.

The fourth method: create a custom audience based on participation

Did you know that you can also target users who interact with your content on Facebook, such as viewing your videos or preferting web posts. The newest members of Custom Audiences can target anyone who has done one of the following:

Visited your Facebook page

Interact with your Facebook page posts or ads

Click on any call to action button

Sent a message to your page

Saved your page or post

This gives you a great opportunity to reach high-potential audiences who are interested in learning about your brand or product.

Create a custom audience based on App activity

If you want to connect with users who use iOS or Android apps, you can set a Facebook target audience to achieve this. To target users based on app activity, you first need to sign up for your app and set up app activity.

To create a Facebook custom audience based on an app activity, target people who have already performed a specific action (event) in your app. You can also select the time range of the target event.

The fourth method: create a custom audience based on participation

“engagement” custom audience refers to the audience who interacted with your content on Facebook. The interaction here is specific. It means watching your video on Facebook, opening an ad form or Canvas Ad.

Did you know that you can also target users who interact with your content on Facebook, such as viewing your videos or preferting web posts. The newest members of Custom Audiences can target anyone who has done one of the following:

Visited your Facebook page

Interact with your Facebook page posts or ads

Click on any call to action button

Sent a message to your page

Saved your page or post

This gives you a great opportunity to reach high-potential audiences who are interested in learning about your brand or product.

Currently, Facebook offers three ways to create custom audiences.

* Video

* Lead ads

* Canvas ads

Four ways to use the Facebook custom audience for secondary marketing

Above you already know what the custom audience is, what types, and how to create a custom audience, but how to use them is another thing, then you have to go deeper and actually create a High ROI secondary marketing / redirect advertising, you will be able to know, in fact, my idea is the idea of ​​the previous sales funnel (sales funnel).

1, the custom audience is all past website visitors

If you can only create a custom audience type, it is none other than it. It can be said that it is a collection of all custom audience types. Because of this, the range of all past website visitors is too large, and the people involved are different. Interest/behavior characteristics, different buying intentions, but then again, as a newcomer to advertising, this is a good starting point for you.

An important role for all past visitors to redirect ads is to remind that the form and language of the ads should not be exactly the same as the style or value of the website or landing page. To be close, this can quickly evoke Visitors’ perception of us and the acceptance of advertising will be better.

In creating this custom audience, you may be hesitant about how to choose a time period. Usually the time provided by Facebook is between 1-180 days. I recommend to select an audience that has been visited within 30 or 60 days. Because this time period can guarantee a certain timeliness, people will not feel completely strange.

Also note that these people are not all ready to have a good impression on your promotional ads, some of which may be that your URL has only been visited once, and there is not much difference between Cold traffic, so ads for these people Or to provide value, and always pay attention to the conversion situation.

Best practices for redirecting Past website visitors

* Target website visitors within 30 or 60 days to ensure a timeliness

* Don’t make any commitment to make a purchase, it should be based on providing value (related e-books and instructions, etc.)

* Keep advertising information consistent with website style and value proposition.

2, custom audience is a visitor to a specific landing page (landing page)

What is the purpose of the Landing Page, as I said before, is the page that guides the visitor to complete a certain behavior, such as completing the registration, completing the purchase, etc., but not every visitor can convert.

If these visitors are imported through PPC advertising traffic, then you need a secondary marketing/redirecting advertisement that provides additional benefits for visitors who have not converted. You can’t waste every money you spend, you can fight for it. Try to fight for it. The second reason is that others are doing the same…

One survey data tells us that there will be 3 product advertisements from 5 buyers who have seen websites that have been viewed before.

Redirecting visitors who have visited a particular landing page is very useful, as will be as follows, and enhanced from top to bottom:

* They know your brand

* They are interested in one of your products and applications

* Based on the different landing pages they visit (indicating their different needs), you can target niche but more accurate audiences

For example, for my example of playing a service role, someone visited the relevant landing page of Facebook marketing, someone visited the relevant landing page of Google marketing, and for visitors to the Facebook marketing page, I can target the redirected ad. Related pictures, copywriting, and related visitors to Google Marketing. In this case, the relevance of your ads and audience is relatively high, and the acceptance and conversion rate are quite high.

This redirect ad should satisfy two points. First, your copy should let the audience immediately understand what he can get. Second, there is a clear CTA that guides the user to take the next step, such as the ‘sign up’ CTA button.

Tips: The current general view is that the ad frequency should be controlled within 3-5 points, but for redirected ads, you can boldly try to break this limit. Some of the redirect ads I ran had a very good effect when the frequency of the ads exceeded 10 points.

Keep checking your redirect ads to determine where your audience is experiencing fatigue with your ads, especially when CTR is showing a decline in cliffs and a sudden rise in CPC. At this time, you should know the time to stop this advertisement.

Creating a custom audience that has visited a specific landing page visitor is also very simple. Select the “People who visit specific web pages” option to add multiple URLs to target multiple visitors to different landing pages.

The situation I just said is that the audience visited your landing page but did not complete the conversion. So what is the audience transformed? How to deal with this situation? It’s not appropriate to treat the converted audience with the unconverted audience’s routines. Redirected ads for unconverted audiences on the landing page must eliminate the converted audience and increase accuracy. Then, use another redirect ad to target the converted audience.

The key to distinguishing is that, first, use the custom combination option in web traffic. Second, when the audience completes the conversion, the page will jump to other purchase confirmation pages, or thank you page (Thank you page), exclude access. The people on these pages are fine. When created, Facebook will spend a few hours collecting data and waiting patiently.

Best practices for redirecting landing page visitors

* Different visitors to different landing pages, different levels, different needs, to provide different values

* Prepare more ‘value offers’ for testing the effectiveness of your ads

* Clear copywriting and CTA to let the audience know your value and how to get your value

* Don’t be afraid that the ad frequency is too high, it doesn’t matter if you are taller.

* Keep an eye on the CTR and CPC of the advertisement and judge the time when the advertisement is stopped.

* Don’t forget to exclude already converted audiences

3, the custom audience is a visitor who has read the website blog (blog)

When your site starts to have traffic, it actually ignores a blogger and loses the opportunity to turn them into fans. Let’s see how this story happened:

* They have a problem with Google that needs to be solved.

* Search results brought them to one of your blog posts

* After reading, they click the “X” button, they will not come back, and may never come back.

But redirecting visitors to the website blogs who are gone forever will have the opportunity to come back and bring them to your sales funnel. Some people will ask, I can post Posts on the Facebook page to reach fans, why use this kind of hard work? After Facebook adjusted the algorithm in 2016, in order to give users a better experience, the user information flow is more to return to the social itself, so the probability that your Posts reaches fans is very low, about 2%-6%. .

Faced with such a low arrival rate, you must find ways to let more people see your Facebook Posts and Blog Posts. In addition to facing the Facebook homepage fan promotion content, redirecting blog visitors is a matter of stone two birds. As more people see your blog content, put them into your sales funnel. I give you an average data, the same article, for blog visitors, and for the Cold audience (saved audience), the former CPC is only 45% of the latter.

The easiest way to redirect blog visitors is to create a custom audience that has visited your blog domain.

Of course, as I said before, the needs and interests of the audience are different. Your blog also covers several topics (for example, my topic is aimed at both marketers and sales people), then you can target different Topics, creating different custom audiences.

If a large part of your blog content is about cats, create a visitor who has viewed the relevant blog as a custom audience.

Since the custom audience has visited the relevant topic content, indicating that the topic is of interest, you can expect the click of the redirected advertisement under this topic. The data of others is someone else’s. You can do the test yourself and compare it with the cold audience. Look at the difference in the data.

Tip: If you have carefully prepared a blog post and hope that he has a good performance in SEO, then you can use Facebook as an A/B testing tool to find the most appropriate title for this article.

Once your advertising target/audience, click on the ad to enter the blog page, you can create a custom audience based on their stay time. If they spend more than 30s on the page, you can consider them as the key conversion target. They provide exclusive value, such as eBooks that provide specific content, in exchange for their mailbox information.

When you set up your blog’s custom audience, Facebook will collect relevant data for you. At the same time, you can think about how to arrange the copy and visual information.

Best practices for redirecting website blog visitors:

* Provide ads to increase the reach of good blog content and continue to interact with blog visitors

* Create multiple different custom audiences for visitors on different topics

* Can find the best title for the blog through Facebook A/B test

* Don’t forget to remove the demographics that have been converted in this big team.

4, don’t ignore the already converted audience

When the audience spends money, many marketers are not so careful, they will unconsciously ignore the converted audience, but the promotion of repurchase rate can not be ignored, you need to redirect the converted audience, they will The purchasing potential is at its best. Prepare for a doubling of sales by creating the right custom audience and working with redirection strategies.

Idea 1: Opportunities for cross-selling and up-selling

For e-commerce, create a custom audience for visitors who have visited Thank you Page, specifically the custom audience has been sold. For example, if you have already sold coffee beans to others, you can continue to sell them. He has a coffee pot; if you sell someone else a suitcase, can you still sell it to other travel kits?

Upselling has a special English vocabulary – upselling, borrowing the concept of a sales funnel again. For example, if you let some people download a free Ebook, they enter the top of the sales funnel and you need to get them into the sales funnel. The position of the lower end, this is the concept of up-selling. For this part of the audience, your up-selling opportunity may be a Facebook live, a video of a case introduction, etc…

Idea 2: educate your audience

When your products are relatively complex, they want to account for other important things after purchase, in order to strengthen their brand loyalty, of course, not limited to complex products, the scope of continuing education can also be about you Brands and products, this requires you and the team to brainstorm together.

The easiest way to redirect a converted audience is to create a custom audience for visitors who have visited Thank you Page.

After the creation is complete, you can see this custom audience information on the audience page, but sometimes you will see the “Audience too small” prompt, don’t worry, wait a few hours to see, let Facebook collect enough The data is saying.

Best practices for redirecting converted audiences:

* Promote secondary marketing ads for converted customers, promote other related products, and tap customer potential

* Provide discounted product information to stimulate sales

* Provide guidance to converted customers to better use your products

* Combine Facebook ads with other marketing channels for greater success

to sum up

It took a lot of time to sort out the tutorial for this custom audience. I think it is not a small amount of information for friends who are new to Facebook marketing. It needs to be digested. Redirecting ads as an important part of Facebook marketing, Bigspy will continue to organize more content around redirects to find more sales opportunities for you.


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