Facebook is the biggest social network out there and is offering the most targeting options to help your ads to find the best audiences who likely will find your ads relevant, so defining your audience we may call it “smart targeting” and it’s absolutely necessary in order to have less $$$ spend on irrelevant traffic.
Let’s look into the type of audiences and see how they benefit your business:
1) Core Audiences
2) Custom Audiences
3) Lookalike audiences
Each audience type has its own “beauty” but let’s have a look on their functions and how they benefit you.
Core Audiences define an audience based on the followings:
- Interest is one of the best Facebook ads targeting where you can target specifically people interested in your market or competitors or hobbies.
- Demographics – here you’ll find a big pool of targeting topics but the main 3 is Age – Gender – Language- and detailed targeting going way more detailed: you’ll be able to target people by their political views, life events, job titles and so on. Behavior based targeting allow you to target people who have purchased in the past, personal events such as birthdays, anniversaries.
- location – to select cities, counties, countries, postal codes, specific address radius but also you can dig deeper and select more layers such as people who live in this location, recently have been or travelled in the selected location, and connections – to include or exclude people who is connected to your Facebook page or responded to an event.
Sounds scary a bit but you can add all this target options to serve your ad the best possible way.
Custom Audiences are created based on the pixel data by tracking your websites traffic.
Here are the events that are currently available: Add payment info, Add to cart, Add to wishlist, Complete registration, Contact, Customize Product, Donate, Find Location, Initiate checkout, Lead, Purchase, Schedule, Search, Start trial, Submit application, Subscribe, View content and all this custom audience can be used to retargeting. Quite a lot, right?
The website custom audiences are valid for up to 180 days so if you install the pixel now it could still be helping your Facebook advertising six months down the line. Also you should be excluding these audiences from the prospecting campaigns as this saves you money and stops showing the ads for people who already took an action on your site.
The above-mentioned custom audiences are very valuable, and you can use them to create lookalike audiences in seconds.
Lookalike audiences can help you to find your new, high-quality customers. It’s a very powerful tool which uses what it learned about your most successful customers to find new people who have similar characteristics and would likely be good customers as well. Think of it as an audience matchmaker for marketers. You tell Facebook what you like in a customer and Facebook will deliver a new audience with prospects that meet your criteria.
Sounds like a good idea right? Well, it is and it works if you give Facebook the right data.
- Customer Information.
- A newsletter subscription list or a customer file list. You can upload a csv file
- Website Visitors.
- You can create a custom audience based on website visitors, and for this, you need to have Facebook pixel installed. With pixel, you create an audience of people who have visited your website, looked at certain pages, completed a purchase and so on as mentioned above.
- App activity.
- Do you have an app? Perfect! With active event tracking, app administrators can collect data on the people who have installed your app and took different actions with the app.
- An engagement audience is people who engaged with your content on Facebook or Instagram. Engagement events include: video, lead form, Facebook & Instagram page, or even people who have messaged you.
- Offline activity.
- You can create a list of people who interacted with your business in person, by phone or any other offline channel.
Now that you have a little more info on all of the different types of audiences, you can create your lookalike audiences. Multiple Lookalike audiences can be used at the same time for the same campaign, but they should be separate in order to avoid an audience overlap.
Tips and Tricks When Using Lookalikes:
- Use the right source audience for your goals.
For example, if your goal is to drive awareness of your business, a Lookalike Audience of your PageFans may be a good idea.
- Get creative with Custom Audiences.
You can create audiences around a variety of parameters, but drill down on one option and see which is best for your campaign goal.
- Test your Lookalike Audience size.
Consider different audience sizes for different campaign goals. Make sure to have at least one million people, but 10million it’s even better. You need to test, sometimes Facebook like smaller audiences but other time prefers the broader ones.
- Use Lookalike Audiences in combination with other features. Enhance your Lookalike targeting by adding more targeting parameters such as age, gender, interests, location, etc.
There you have it, everything you need to know to take full advantage of the super-targeting capabilities of Lookalike Audiences.
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Ago from the DimNiko Team 🙂