The first question that arrives in our mind- what is the Facebook custom audience feature? Indeed, answering that question has a lot more to do than just defining it, right? Facebook’s custom audiences feature allows you to effectively segment and target your customers with just the same accuracy as a laser!
Why are custom audiences important?
Indeed, custom audiences play a vital role in Facebook ads. It is an essential tool to take advantage of in your Facebook advertising campaigns. Interestingly, they allow to market to fresh, potential, and also returning customers at each point of the sales funnel, as you define it! Yes, it has to do with targeted ads.
At each stage, you must be clear with the goals for each of the audiences, and thus, would be able to tailor your messages accordingly. Bringing fresh and qualified visitors to your site with the help of lookalike audiences can be amazing, right?
How to do that?
With the help of a custom audience, you can effectively build lists based on your customer files or even the website records. The records can be anything between email addresses, customer phone numbers, or the address he/she uses.
That means it dramatically helps you target your existing customers and also build a new list in just no time and 100% accuracy. With the help of the custom audience and Facebook ads, you can use demographic data to profile “lookalike” Facebook users.
How Facebook do it?
Facebook can analyze your customer’s demographic profile- including location, age, and also interests. In this way, it can build potential new customers that actually share similarities with your current buyers. Advertising to these audiences gives you an opportunity to expand your customer base in a cost-effective approach smoothly. How? By just targeting only users that are most likely to buy from your business.
How to entice previously qualified visitors to your site?
It is simple! You can place a Facebook pixel on specific pages. Those are the URLs on your website. In this way, you can retarget people who visited your site but unfortunately, you were not able to convert on a particular action.
Now, you may be wondering how to do that?
Let us understand this scenario with the help of an example. For instance, you can anytime target visitors who went through your product information pages or even added the products to cart but did not buy. Making a purchase after all the steps is a success for your website. If not, there is still scope for you to improvise on your approach.
Users who show intent, but still did not entirely convert, is another list that will definitely grab your attention. These are potentially lucrative audiences to target, and with the help of targeted Facebook ads, you get yet, another chance to convince them to buy from you.
Remarketing to people who got engaged with your ads can be another aspect you are missing on!
Engagement audiences allow you to target specifically the audience that has already interacted with Facebook ads. And how you know that they interacted? There are many ways through which you can know people interacted. The simplest one is through likes, the number of shares, and comments made!
Sometimes, people may like your page but won’t visit your site. For instance, advertisers running video ads on Facebook, which is great for running video ads on Facebook, can effectively target only those who may have demonstrated a higher level of interest. It is completely based on engagement metrics. That means how much of the ad did the specific user viewed is a solid parameter to deal with it.
Focus budget and boost profits!
It can be effectively done with audience exclusions. With over a billion users, Facebook now offers limitless potential to reach people, in fact, correct people. It is current that you may come across people who won’t be interested in your message, and certainly, you would not like to waste your budget advertising to people who are not relevant, right?
Thus, in this sense, audience exclusion is a powerful tool that ensures that your ads are not reaching people who are not interested in your products. The people who are unlikely to be profitable for you!
How do you understand this? We have made this clear for you to imagine and understand the situation. For instance, suppose you are advertising woman’s shoes to male audiences, won’t it be a wastage of money and time? It will neither give you returns nor it would pose as an option for investment.
Surely, in the above case, you may be able to bag a few small deals, but admit it- it is a broad-brush approach that ultimately does not work. That, too, in the competitive world of Facebook ads, will not work.
A profitable Facebook ad campaign is much about who you are, NOT TARGETING much more than who you do! In this regard, custom audiences pose as one of the essential tools that ensure you reach the right users in a competitive yet profitable environment like Facebook advertising.
In short, now, you may have understood the importance of a custom audience. Here is a briefing for you. Custom audience from your website can be used to ensure the following stated benefits-
Remarketing to correct people using your site
Make and ensure that your existing ads are more efficient and functional by excluding audiences who are already converted.
Create lookalike audiences who look just like the people who browse your website.
Why should you be interested in tracking your customers?
How are your potential customers progressing along the buyer’s journey? For example, you can effectively check which are the checkpoints that a customer has already checked and completed. Do you know advertising can influence people who have, at least once, expressed interest in their products? For instance, let’s talk about the Facebook pixel. If you use that, an advertiser could effectively capture intent based on the activity of people who are actually viewing pages about different loyalty programs or who are browsing a particular page, or who is filling out a preferences form. Later, the advertiser could also help himself by serving relevant ads to all these people to encourage them to convert.
Are you thinking about how to set up Custom Audiences? Here is the answer!
Advertisers are also able to send Custom Data back to Facebook. This data contains additional information about the different browsing sessions. For instance, when a viewer views and adds a product to his wish list, an advertiser can, thereafter, optionally send Custom Data direct to Facebook about this event. It may also include including specifications about the product. This product information shared then becomes available for use in Audience rules via the Facebook API. That seems great, isn’t it!
Now, since you have the tracking pixels on your website, you can now start capturing your visitors. This will help you remarket to them at your leisure. This directly means and infers that your ads will appear in their Facebook News Feed after they have visited your site. Awesome!
That calls for a note of benefits you get here- Heightened brand recall value, higher conversion, and much greater engagement.
Now, till now, we talked about success with the usage of a custom audience. What if your Facebook custom audiences are failing? What are the necessary parameters you should be looking to fix them?
Here is why your Facebook custom audiences are failing!
You may only be targeting your demographic data.
This is one of the biggest reasons for not having Facebook’s custom audience aligned to the ads. It is the use of basic demographic data! According to the typical marketing playbook, you have to create simple buyer personas or customer profiles that literally describe your typical customers. They can look something like this-
So, you can see that Facebook constantly promotes the usage of basic demographic data on their audience options and their analytics. So, you better be master in that!
Some of the other reasons include-
- It may be the case that you are not using exclusions and interests
- Your recency window is too short for viewing.
- You should always target specific page visits and keep user flow in mind.
- Make sure to target by frequency: You know first-time visitors are not so likely to get converted, right? In fact, if you go about the numbers, you will find that 98% will not purchase from you on the first visit!
The bottom line
Custom audiences are now one of the essential tools you can utilize effectively to ensure you are reaching the right users with the right message at the time.
Done right, it allows you to reach potential new and existing customers with tailored messages and approach that promote profitable actions in a way that few other advertising media can. Contextually, seeing the numbers, the 10%-based lookalike audience was indeed found to have around 70% higher cost per lead than the 1% audience. Yes, you are guessing it to be right; this can be a game changer in producing positive ROI numbers for your business.