Audiences on Facebook offer some of the best targeting options available anywhere, period. Knowing which type of audience and interests to use will excel your marketing to the next level. There are 3 Main Audience Types when Marketing on Facebook:
* 1. Saved Audiences
* 2. Custom Audiences
* 3. Lookalike Audiences
They are additional options for creating your target audience for Facebook campaigns. We will try explain them below…
Saved Audiences are the audiences that you can define by choosing people’s interests location, age, gender, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager.
* Facebook allows you to target people in specific locations, including:
* Country, State/Region, Counties, DMA (Designated Market Area, City, Postal Code, Specific Address Radius, Additional layer of location targeting, you can be more specific e.g. you can target based on people living in the targeted location or more useful for Seaspray, people travelling to the targeted location
* Facebook has an extensive range of targeting options to refine your audience based on many options.
The basic 3 are:
* Age – If you’re targeting an audience with a specified age range, you can easily reach them by telling Facebook who your ideal customers are.
* Gender – You can also select to target a particular gender.
* Language – If you’re advertising in a particular language, you might want to only target the people who can understand your ads.
But you can get way more detailed. As an example, you’ll be able to target people by their:
Political Views, Life Events, Job Titles, Ethnicity, Education, Home, Relationship etc.
Allow you to target people specifically interested in a subject related to your product. For example, you could target people interested in your competitors or your broader market segment, or magazines and blogs covering your market.
To target based on interests, you can either browse the menu with hundreds of interests or simply type in one interest, so that Facebook will suggest to you other related topics.
The interests are based on Facebook users’ likes and interests, apps they use, Pages they’ve Liked, and more. Adding more than one interest will target people with at least one of them so you’ll make your reach broader.
Unlike precise Interests, Behaviors allow you to target people by purchase history, events they like, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
For example, you can target people currently travelling or planning their next trip … priceless if you’re wanting to purchase swimwear.
Facebook Custom Audiences are probably your most high-value target audiences as they allow to retarget past website visitors and people who have engaged with your content or app. There are multiple ways to create a Custom Audience, and we’re going to cover each of them briefly.
Creating Custom Audiences from Customer Files
This first type of Facebook Custom Audience is based on your existing customer files – the lists of email accounts, phone numbers or app IDs. The Customer File audience is a great way to target your newsletter subscribers or app users.
To create a Facebook Custom Audience, follow these steps:
1. Create a Facebook Custom Audience
2. Select the “Customer File” option
3. Select whether you wish to add a customer file or import contacts from MailChimp.
4. Import your customer data to create a new Custom Audience
5. Select the identifiers
6. Upload a customer file
7. Give your Custom Audience a name
Your customer files can include 15 different identifiers, the most popular ones being:
* Phone number
* Mobile advertiser ID
Creating Custom Audiences Based on Website Traffic
Website traffic-based Facebook audiences allow you to create remarketing campaigns for people who have engaged with your website. These are high-value audiences as the users seeing your ads have already shown some interest in it. Important! To create audiences based on your website traffic, you first need to install Facebook Pixel. See the Pixel setup instructions by Facebook.
If you’ve built your website on WordPress, you can also create this type of Custom Audiences with the Pixel Caffeine plugin.
Once you’ve installed the Facebook Pixel, you can simply go to the Audience Manager and create a Custom Audience based on past website traffic. You can choose multiple options:
* Target everyone who visited your website
* Target people who visited specific web pages
* Target people who visited specific web pages but not others
* Target people who haven’t visited your website for a certain amount of time
* Other custom combinations
Creating Custom Audiences Based on Engagement
Did you know that you can also target the users that have engaged with your content on Facebook, e.g. viewed your videos or liked a Page post. The latest addition to Custom Audiences is the possibility to target people who have done one of the following:
* Visited your Facebook Page
* Engaged with your Facebook Page posts or ads
* Clicked on any call-to-action buttons
* Sent a message to your Page
* Saved your Page or posts
Facebook Lookalike Audiences let you reach the people who are similar to your existing customer database – making them highly likely to convert as well.
To create a Lookalike Audience, you first need to create a Custom Audience to tell Facebook what type of users you want to reach. Next, select the “Lookalike Audience” from the audience creation menu and select a target country and a percentage (1%-10%) of the targeted country’s Facebook users. The percentage signifies the people most similar to your selected Custom Audience.
Lookalike Audiences help you to extend your ad campaign’s reach so that you only target people who are likely to be interested in your offer.
When creating Saved Audiences, you can narrow your audience with the AND/OR targeting options. The OR targeting means that when you add new targeting options under the same category of targeting, your audience will grow larger. The AND targeting means that a person who’s in your target audience must fall into multiple categories. This will help to decrease your audience size and create niche audiences.
As you may have noticed from the image above, you can also EXCLUDE people who match specific interests or demographics. You can also EXCLUDE specific Custom Audiences from the general target audience. For example, you could exclude past converters to avoid your ads reaching people who are already customers.
If you require help with your Social Media Strategy and Facebook Marketing, or even need a website designed or redesigned, not to worry… email us at email@example.com and we can provide you with some guidance.