How To Create A Custom Audience For Facebook Advertising

Posted By Carlos Batista on May 30, 2017 in Business Topics, Internet Marketing, Online Business | 0 comments


Looking to get more out of your Facebook page?

Well you’ve come to the right place.

Because Facebook have VERY recently released a brand new feature that means we can now create Facebook page custom audiences.

And this post is going to show you exactly how to set them up.

Before I do that, I should probably introduce…

Custom Audiences

Here’s Facebook’s definition:

A custom audience is an ad targeting option that lets you find people that already know your business on Facebook. You can use sources like customer lists, engagement on Facebook or website or app traffic to create custom audiences.

Let’s be honest…

None of us are advertising on Facebook for the fun of it.

We’re all doing so to generate revenue and hopefully a fantastic ROI.

And it’s much easier to achieve a fantastic ROI when you advertise to people that already know your business.

Remember – we buy from people that we know, like and trust.

Using custom audiences as a targeting option is so effective because those people already know you.

And, if you produce high quality content and provide great products and services, a lot of them will like and trust you as well.

So why should we bother with Facebook page custom audiences…

Facebook Page Custom Audiences

If you’re actively promoting your business on Facebook, some of the people that see your stuff will interact with your Facebook page or posts.

They’ll visit it, like it, follow it and leave comments on your ads and posts.

With Facebook page custom audiences you can specifically advertise to those people that have interacted with your Facebook page.

Now this is so new that I can’t definitely say that this will work amazingly well.

But I’d bet my mortgage that it does.

Just think about it…

The people that have interacted with your Facebook page are hyper-responsive prospects.

They have already shown a significant interest in what you have to say and offer.

I think creating a custom audience from these people and specifically targeting them in a campaign is a no-brainer.

So now you know the why, let’s get into the how…

 

Creating Facebook Page Custom Audiences

The first thing you need to do is go into Ads Manager.

And then select Audiences:

Facebook advertising

Then click on Create Audience and select Custom Audience from the drop-down menu:

Facebook advertising

 

That will bring up something that looks like this:

Facebook advertising

You want to go for the Engagement on Facebook option.

And you’ll see this:

Facebook advertising

Click on the Page option at the bottom.

 

Selecting a Facebook Page is fairly self explanatory.

But the next option is something that requires a bit more attention.

If you click on the drop down list, you’ll have a few options to choose from.

Honestly this is all brand new so I can’t definitely say which options are worth using and which aren’t.

But if you don’t have a large number of people interacting with your Facebook page and posts (ten thousand+ per month) then go with Everyone who engaged with your Page.

 

That option is obviously going to produce the largest custom audience.

And that’s what I’m going to use for the purposes of the article.

If you do have those sorts of numbers interacting with your Facebook page then by all means test out some of the other options. (I’ll also let you know our results once we’ve tested them)

 

The next thing to decide is how long you want people to remain in your Facebook page custom audience for, after they have engaged with your Page or posts.

Interestingly Facebook will allow you to keep people in this custom audience for 365 days, which is longer than other types of custom audiences.

Facebook have obviously decided, and I agree, that people that interact with your Facebook page and posts are more “into” your business than people that have watched a video of yours or visited your website.

So how long should we go for?

This again depends on volume.

If tens of thousands of people are going to be added to this custom audience every month, then go for a shorter time window – 90, 60 or even 30 days and test those out.

If not, use a longer time window like 180 or 365 days.

There are obviously advantages to having a larger audience to advertise to.

But people that have interacted with your page recently are more likely to respond to your offers and content.

Then give your Facebook page custom audience a name:

 

And click Create Audience.

It will take Facebook 30 mins or so to populate that audience.

But once it’s ready, you can go ahead and use it as a targeting option in your Facebook advertising campaigns.

When you create an Ad Set you can select your new custom audience.

And it’s a simple as that.

 

These new Facebook page custom audiences are definitely something we’re going to be testing over the next few months and I’d recommend you do so as well.

I think we’ll both be pleasantly surprised with the results.

I’d love to know what you think of this article. So please leave a comment below to let me know what your biggest takeaway is.

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