If you are active on Facebook then you probably already have existing customers that you want to reach as well as people who might be interested in your brand.
Using the Custom Audiences tool on Facebook, you can retarget people who have used your business before or who have visited your website and advertise directly to them.
A custom audience can help you tailor a marketing plan so that you know exactly who will be seeing your ad which will increase your conversion rate and help you get a better return on investment.
Before getting started with using custom audiences, it is helpful to understand that there are a few types of audiences you can create. You can build an audience using an existing customer list such as email addresses and phone numbers so that you can advertise to them on Facebook.
You can also create an audience of anyone who has visited your website recently or engaged with your mobile app as long as they are also logged into Facebook.
Using a Contact List
If you have enough customer data to provide a list of email addresses or phone numbers then you can easily create a custom audience. You can start by compiling your list and saving it in the CSV or TXT format.
Then while logged into Facebook you can go to the Audiences tab under Ads Manager. Then you can click the “Create Audience” button, select the “Custom Audience” option and then choose “Customer List”.
Under the customer list selection you can upload your list of data or drag and drop into the Custom Audience box. After about 30 minutes your customer audience will be available on Facebook. You can then use your custom audience to increase your likes or create new ads to boost sales.
A custom audience created from your contact list can be beneficial because it will allow you to advertise to people who are more likely to respond to your ads. If the people on your contact list have bought something from your company in the past then they will be more inclined to like your page and remain interested in your Facebook feed and any advertising campaigns that you run.
Advertising to existing customers will not only boost sales but it can also increase brand loyalty as people remain familiar with your brand. It can generate more interest from customers recommending you to their friends and family as they continue to interact with you on Facebook. Existing customers are a the best way to create a more successful ad campaign.
Bringing Back Web Visitors
Another way to connect with people using Facebook is to create an audience of people who are interested in your brand but have not become a customer yet.
The custom audiences tool allows you to connect with people who have visited your website or your mobile app recently so that you can reach out and convert them to be a customer. It can open up possibilities for reaching a bigger audience and expanding your business.
In order to start creating this type of audience you will first need some tools to help track the people who visit your website. You will need to install a Facebook pixel on your website which is a small piece of code that will allow you to track people’s actions as they navigate your site. You can create the pixel in Facebook by clicking on Ads Manager, then click the Facebook pixel tab and then Create Pixel.
You can give your pixel a name and then add the pixel code that Facebook provides to your website. Once you have the pixel installed you can then create your custom audience by going to Ads Manager, clicking tools then going to Audiences,then create audience, select custom audiences and then click Website Traffic.
You can choose from different website traffic options including people who visit specific web pages, people who added an item to their cart or people who have made a purchase.
Creating Ads with Custom Audiences
Whatever type of custom audience you create you can easily design ads that are specifically targeted to them and to other factors that will help you reach the people you want to in any campaign.
You can create an ad, choose your custom audience and then select targeting options like age, location, gender and interests. This type of highly targeted campaign is usually the most effective option for marketers.
Using a custom audience and advertising directly to them can help you expand to reach people that are more likely to be interested in your brand. The ads that you create can give you insight into what kind of custom audience is the most effective for your campaigns.
The options that Facebook provides for custom audiences can help marketers get the most out of their social media efforts.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.