Audiences are the gold of Facebook targeting. Audiences often allows advertisers to dial up the Return on Ad Spend (ROAS) and most effectively utilizes Facebook’s algorithms and data. I would like to share with you in list format some of the best ways to utilize Facebook Audiences. If you happen to have additional tips, share below!
- Email Upload – Utilize existing customer data and upload to a Custom Audience. Facebook takes those emails and matches to Facebook & Instagram profiles to build an audience.
Pro tip: Expand your email audience to a Lookalike of Facebook users most similar to your email list! - Page Engagement – Utilize people who engage with your Facebook/Instagram page or your page videos to build an Audience for retargeting. Harness the power of retention via gathering organic and paid engagers into an Audience for re-engaging with ads. Create Audiences for people who watch 25%+ and 75%+ of your video ad to only spend future ad dollars on those who matter.
Pro tip: Expand your most engaged video watchers to a Lookalike Audience of Facebook users most similar to them. - Website Purchasers – Gather customers who purchase on your Website into an audience – whether or not they purchased via Facebook/Instagram ads or they converted another way. Utilize Audience Exclusion in targeting Conversion Ads to prevent telling customers who just purchased to buy the same product/service.
Pro tip: Target future purchasers who are most similar to recent customers by creating a Lookalike Audience of Facebook users most similar to them. - Saved Audiences – Save yourself a bunch of time by remembering your audience targeting within your Audiences! If you have a group you are targeting multiple times or will create similar targeting from, utilize Saved Audiences to select that same target OR create a similar target from down the road.
Pro tip: Saved Audiences works well with A/B targeting. Create 2 ad sets with a minor difference in targeting and do a budget split to see which target audience performs best!
As you can see, Audiences are the most powerful and effective way to utilize Facebook’s targeting & re-targeting to the MAX. If you would like a social media ad campaign strategy executed extremely effectively, contact Venture Creations today!
“We Make your Ads Convert”!