Get More Out of Facebook Custom Audiences
What are the best ways to use Facebook Custom Audiences?
If you’re using Facebook ads, it seems quite obvious to use the Custom Audience feature and just target that one custom audience you create.
Many advertisers out there are simply loading up their list of emails into Power Editor and are happy to simply advertise to that select group of folks.
Sure, it’s how the tool is meant to be used. But that’s just what you see on the surface.
There are a couple of ways to use that same Custom Audience feature on Facebook Ads that may not be so obvious and I’m going to share those with you right now.
WHAT IS A FACEBOOK CUSTOM AUDIENCE?
A Facebook Custom Audience is when you load a list of names to Facebook and then they find those people’s profiles and let you advertise to them directly.
For example, you can upload a database of emails that you’ve collected through an opt-in campaign and then Facebook will find those people’s profiles and create a ‘Custom Audience’ of those exact people, which you can then advertise to on Facebook.
To create a Custom Audience on Facebook, I like to use the Power Editor. You can use email addresses, phone numbers, Facebook user IDs or app user IDs to find the exact people you want to advertise to.
So again, the obvious, most simple way to use Facebook Custom Audience is to upload your names and then simply advertise to that group of people.
But this tool has a few more benefits that are killer.
THE NOT-SO-OBVIOUS WAYS TO USE FACEBOOK CUSTOM AUDIENCES
One of the major benefits of using custom audiences is another feature called ‘Lookalike Audiences.’
And here’s how you can use it to your advantage.
When you upload names into Facebook it looks at who those users are, and uses an algorithm to look at what their Facebook profiles look like.
Their algorithm takes into consideration all the things those people are interested in and then Facebook says, “Oh, here’s all the other people that look like your audience.”
So you can basically take your ‘Buyers’ list and then tell Facebook, “Go find me all the other people that are like these people.”
And then you can advertise to a group that is more likely to be just like your buyers and buy your product.
There are two different ways to use the Lookalike Audience feature to get more leads and more sales.
Let’s look into them now.
HOW TO USE FACEBOOK’S LOOKALIKE FEATURE: SIMILARITY VS. REACH
When you go to create a Lookalike Audience, Facebook is going to give you two options.
You can create a Lookalike Audience based off of similarity.
Or you can create one that focuses on reach.
I’ll explain what each one is now and tell you when you should use each.
CUSTOM AUDIENCE: SIMILARITY
I create a Lookalike Audience based off of similarity when I want more conversions, more ROI, I want to really drill out the most similar people to the names I uploaded.
I’m basically telling Facebook that I want to go out and find the people who are most like these people.
An audience based on similarity is going to be smaller than an audience based on reach. When you think ‘similarity audience’ I want you to think ‘quality over quantity.’
Facebook will select the people are the most alike to your list of names.
CUSTOM AUDIENCE: REACH
When you’re telling Facebook you want the reach option, you’re telling them that you’re not necessarily focused solely on ROI, but that you’re more focused on scale and reaching a larger audience.
Of course, this audience will still be similar to the people you uploaded to Custom Audiences.
Here, you’re casting your net a little wider in order to reach a larger audience. So for a larger quantity of an audience, the people in this group will be a little less like the names you uploaded.
This is for when you want to reach a larger volume of people.
So you might end up sacrificing a little bit of ROI to get more scale and more reach out of your ad.
IT SOUNDS CRAZY BUT IT’S NOT: EXCLUDING YOUR BUYERS
Excluding your buyers—the ones you originally uploaded to Custom Audiences. It sounds crazy but it makes so much sense.
And I rarely see people using custom audiences this way. Let me explain.
When you’re executing the ‘exclusion strategy’, you want to use the Custom Audience feature to exclude the names you upload and not target them.
For example, if you have a list of buyers that you’re uploading to Custom Audiences, but your campaign is out there trying to get more sales, you can use that list of buyers in your targeting options and tell Facebook that you want to exclude all of the names you uploaded.
That way you’re not showing your ads to all your buyers and wasting money on people who have already bought your product.
Same goes with other parts of your funnel. For example, if you’re uploading a list of people who have opted into your mailing list and your campaign is trying to get more opt-ins and leads, you can create a Lookalike Audience with your opt-ins and then exclude them from your ad campaign.
- A Facebook Custom Audience is when you load a list of names to Facebook and then they find those people’s profiles and let you advertise to them directly
- There are two different ways to use the Lookalike Audience feature to get more leads and more sales from your Custom Audience
- An audience based on similarity is going to be smaller than an audience based on reach. Think ‘quality over quantity’
- An audience based on reach is for when you want to reach a larger volume of people so you might end up sacrificing a little bit of ROI to get more scale and more reach out of your ad
- If the people you upload to Custom Audience have already bought from you, you can exclude them and have a more targeted Lookalike audience
What do you think about this? Let’s discuss…