If you don’t show your Facebook ads to the right people, then it doesn’t matter how good they are. That’s why creating the right Facebook audience is one of the most effective things you can do to get better results. In this post, I’ll show you how, using Facebook custom audiences.
The Facebook custom audiences tool is broken down into three types: Saved Audience (beginner), Custom Audience (intermediate), and Lookalike (hard core). For premium Star Wars-themed protective laptop covers for MacBook users. Not that I can imagine anyone not wanting one…
Saved Audience: Start Here
Start a new Saved Audience and you’ll soon find that Facebook’s Detailed Targeting section has literally thousands of choices. Where do you start? You just have to dig through them and see which ones could apply. Here’s what I found for our Star Wars laptop covers:
- Target people who use a Mac by selecting Behaviors -> Digital Activities -> Operating System Used -> Primary Mac OS X.
- Constrain your audience to Star Wars fans by selecting Interests -> Additional Interests > Star Wars. There are dozens of similar choices, but since this is described as “People who have expressed an interest in or like pages related to Star Wars” it should be a pretty safe bet.
- Since these are premium covers, make sure your ads are only shown to people with an income greater than $50,000 by excluding Demographics -> Financial -> Income -> $30,000 – $40,000 and $40,000 – $50,000.
- Since people who travel frequently are more likely to need a laptop case, add one further constraint: Behaviors -> Travel -> Business travelers.
If this audience is constrained to people older than 22 who live in the United States, you get 170,000 people. That’s a perfect size: large enough yield plenty of responses, but still targeted.
Custom Audience: Now You Can Retarget
Now that you’ve got traffic coming to your website, it’s time to step things up.
If you were wise, you would have installed the Facebook tracking pixel on your website before you began sending visitors there. Doing so will allow you to build Facebook custom audiences based on people who’ve taken action on your site. For example, you could set up an audience of people who viewed Star Wars-product pages on your site but did not complete a purchase. Perfect for retargeting with a follow-up ad.
You can even upload email and phone numbers of your existing customers to create a Saved Audience. When your Star Wars: Episode VIII- themed items hit the market, you’ll have a list of known buyers ready to market to.
Lookalike Audience: Mysterious But Effective
Facebook custom audiences truly reach Death Star-like power with the Lookalike Audience option. How does it work? Using a “seed list” of Facebook users you’ve specified, Facebook can create a larger group of similar people. I’ve never found a good explanation of how Facebook builds its Lookalike Audiences, I just know that they work.
The Lookalike Audience option is especially handy when your audience can’t be easily defined with Facebook’s pre-determined options in the Saved Audience tool. Here’s how to build one:
- Select a data source. Choose a Custom Audience you’ve already created, a conversion pixel you’ve configured, or the followers of your Facebook page.
- Select the country you want to target people in. Yes, Antarctica is an option.
- Choose the size of the audience you want to create. It will be presented as a percentage of all Facebook users in that country, so a 1% audience for the United States will be about 2 million people.
Mind Blown: You Can Mix All Three Audiences Together
That’s right – to create insanely accurate Facebook custom audiences, you can actually combine all three types. Here’s how you could create an über-list of people who might buy a Star Wars-themed laptop cover:
- First create a Custom Audience of all people who’ve purchased any laptop cover from you. You could do this by uploading a list of customer contacts. Or, you can use the Website Traffic option to target people who’ve bought one.
- Use that Custom Audience to create a new Lookalike Audience. If based on the United States, this would give you 2 million people to target.
- Finally, create a Saved Audience that uses this Lookalike Audience as its source (just select it next to the Custom Audiences option). Further narrow your targeting by adding the OS X, Star Wars, income, and business travel constraints you added with your very first Saved Audience. Chances are your new audience will be a bit smaller, but perfectly targeted.
To take things a step further, you can even split test audiences against each other – a topic I cover in this post.
What Else Do You Need To Know About Facebook Custom Audiences?
Building custom Facebook audiences requires thoughtfulness and the patience to test out new ideas. If you have other tips on building a great Facebook audience, please share them in the comments!
This post was originally published on Flag and Frontier, my marketing consulting business for B2B technology companies.