Facebook Ads – 10 Audiences You Need to Try
There are so many targeting options on Facebook. There are audiences based on countless interests and demographics, based on users’ behavior and similarities. So where to start? What if I told you that I have a list of 10 Facebook audiences you can try on today?
Let’s start with the fact that Facebook advertising is not the easiest thing in Performance Marketing. There is a belief that when you invest an “X” in a spending budget, you will get a “Y” in sales. But the game is not played exactly like that.
When it comes to Google Search Ads (AdWords), people search for what they want, just by typing “cheap hotels in Athens”. Their intention is clear – they want to make a reservation at some point.
On Facebook though, things are different because users check on their friends and browse the news of the world. Take a moment and think about how you behave on Facebook. Have you opened the Facebook app with the initial goal of buying a pair of shoes? No.
When you start advertising on Facebook, you need to be prepared to constantly test your targeting, your copy, image, days, everything! You can never know from the beginning what will work best for your business.
Of course, day by day you start collecting knowledge and hacks in your sleeve.
What is Facebook Custom Audience and how to create it
Facebook Custom Audience contains all the users who have been exposed or interacted with your brand in the past. You create it through the “Audiences” option under the Advertise column on Facebook Business Manager.
! Before we examine Facebook custom audiences one-by-one, it is necessary to have a Facebook Pixel installed on your website.
#1. Facebook Custom Audience – Website visitors
We usually start by creating the most common audience called Website Visitors. This audience contains all users who have visited your website in the past. Once in Audiences, select Create Audience, click on ‘Website’ and then on ‘Custom Audience’:
Next, select the first option ‘Website’ and leave the pre-selected ‘All Website visitors’.
Finally, fill in the number of days – users visiting the website since what day? Users will be removed from this audience after the set period unless they meet the criteria again. The greatest time frame is 180 days.
Give it a name, click Create Audience and you’re ready! Now, you can run an ad only to those who have visited your website.
As said, a prerequisite is to have Facebook Pixel installed.
# 2. Website visitors of specific pages or product categories
If your website’s monthly traffic exceeds 50,000 sessions and you have a range of product categories (eg. shirts, skirts, shoes), then it is a recommended to move on creating the following sub-audiences:
A. Visitors who are interested in a particular product category.
If you have an e-shop with beauty products, then you can distinguish your audience based on the pages they visit. In this case, it makes sense to make an audience with all the people who are interested in Anti-aging products and/or the Oil-Skin category.
This way, you’ll be advertising the right products to the right audience, even shaping the text and image of your ad!
B. Visitors who have visited the shopping cart but haven’t completed the transaction.
In the same way, you can enter the URL containing the word “cart” or “bag” (depends on your URL structure) and exclude the page that shows the completion of the user’s order. These pages usually contain the words “thank you”, “confirmation”, “order-received”.
Of course, if you have added Custom Data events like AddToCart, Purchase which are required for Dynamic Retargeting, then the process is even simpler: select AddToCart users.
I suggest asking your developer about the installed Facebook Events. Otherwise, you can use a special Chrome Extension such as the Facebook Pixel Helper.
C. Visitors by time spent on the website.
25% of the most active website visitors will be more willing to learn about your new product, seasonal discounts or your company news. It’s worth trying this audience, too.
#3. Facebook Custom audience based on a list of emails or phone numbers
[Please be compliant with GDPR. All the below suggestions are based on this assumption]
When a user completes a transaction, downloads a pdf file or subscribes to your Newsletters, then their email should automatically be included in a specific list. From that moment this user belongs to a particular segment.
Why miss out giving your customer a 10% discount for the next buy? Why not offer free shipping for the first purchase to someone who has subscribed to your newsletter, but has not purchased from your e-shop yet?
Upload a list of emails as a Facebook Custom Audience on Facebook and create dedicated ads for these people.
Facebook offers an option to upload emails (or phone numbers) in the form of an Excel file. Simply copy and paste the data or automatically link to our well-known e-mail client MailChimp. When uploading your email list, Facebook will try to match the emails in your list with the emails that Facebook users have stated in their profiles. I don’t want to disappoint you, but statistically, only 50% of your list will be identified with real Facebook users.
#4. Facebook page fans
I’ve seen purchases coming at a fairly low cost from Facebook Fans. So exciting seeing a fan becoming a customer! Wondering if this works? The answer is yes, but only if you’ve got your fans organically.
You can get Page Likes starting from $ 0.01 from countries such as India, but you don’t want to do this.
# 5. Users who have interacted with your ad or post
The next step after Facebook fans is to test the audience-people who have engaged with any ad or post. Even if these users haven’t Liked your Facebook page, those users are likely to like your product because they have expressed interest by Liking, commenting or sharing your ads or posts.
This audience is usually used when building a sales funnel (performance marketing strategy).
There is an option to create an audience with users interacting with your Instagram business account or a Facebook page. Let’s say we select the latest, then Facebook gives you the following options:
One of the audiences that, also, work for my eCommerce clients is ‘People who sent a message to your Page’. Thus, I recommend you test it.
# 6. Users who have seen a few minutes of your posted video
This audience is also one of the audiences usually used in the first stage of the performance marketing strategy.
Videos are a powerful tool. Even if you do not have a video created by a professional, I encourage you to upload moments from a typical day of your team or an unboxing of a product.
There are no excuses for not having a video. There are many platforms, such as promo.com that do the whole work for you.
After running a video ad, you start a campaign that will only advertise your product to those who have watched over 25% of the video.
#7. Friends of fans
This audience has a particular purpose – social proof. Here, you are relying on the psychological factor. When a product is accepted or liked by your friends, there are higher chances you give this product a try. Think of how much easier you pay attention to a post when your friends “Anna Fr and Alex Morgan like this”.
Yet, keep in mind adding relevant Interests when creating an Ad Set to exclude users who have no connection to your product.
#8. Facebook Lookalike audiences
Lookalike audiences consist of people who share similar characteristics or behaviors with those of the above audiences, in a specific geographic area. Custom or Saved audiences are used as a source for the creation of a lookalike audience – people similar to your most valuable customers.
The benefit of Lookalike audiences is reaching relevant people when you do not have high volume traffic on your website or your other Facebook custom audiences are quite small (under 5,000 users).
Here’s an example of a Lookalike audience:
All the users living in Greece, who have 1% similarity to your Website Visitors – those who have visited your website in the last 30-180 days.
Again, while selecting a Lookalike audience in the process of setting up an Ad Set, do not forget to add relevant Interests.
#9. Narrow interests
Targeting people based on Interests made and still makes sense. Even if you have high-volume traffic on your website, you still need to discover new people who will be interested in your product or services.
When targeting based on Interests:
A. Prefer choosing small brands e.g. when you sell face creams, avoid targeting users who have Liked Dior and opt-in for la mer’s fans.
B. Combine Narrow Interests e.g. if you have a water gun e-shop, prefer a Parent AND Engaged Shopper AND Location combination, at the same time.
#10. Local awareness for stores
If you own a restaurant or a café, you should target the radius around your business. Advertise only during the hours you can serve the public. How about letting people know about your “happy hours”?
The most common mistake when setting up Facebook Ads
One of the most common mistakes is not excluding one audience from another. When running two different Ad Sets, one targeting website visitors and the second targeting your Facebook page fans, you should exclude one of them in one of the Ad Sets. Why? Because big chance users are being in both audiences. Don’t make users getting tired of seeing your ad again and again.
That’s all for now. Have fun testing! Feel free to share with me your “must-have-have” audiences and case studies.
Wait! Did you know that I have a Free Sales Resources? Go and get them all!
Sharing is caring 🙂