Facebook custom audiences are probably the most powerful component of the Facebook advertising platform and for most successful eCommerce advertisers, the secret ingredient in creating generating sales through Facebook advertising.
While we all know that Facebook allows you to target prospective customers based on their interests, demographics and online behaviour, Custom Audiences take this to the next level.
Through Custom Audiences, you can target your Facebook Ads specifically to those on your email list or customer database, based on the pages they view on your website, based on whether they have downloaded your app and even based on if they have previously consumed a video you’ve previously shared on Facebook.
At the moment, there are 4 types of Custom Audiences that you can create for your business:
- Custom File Audience:
This audience is created by uploading a list of existing information that you have on hand about your current or prospective customers. Facebook then takes this information and matches it with the Facebook accounts of those on your list.
While this previously was limited to only email addresses, phone numbers or Facebook User IDs – Facebook has recently expanded their data matching abilities to include a broader set of information, including First and Last Names, Cities and Post Codes and Date of Birth.
2. Website Custom Audiences:
These audiences are created by information aggregated by the placement of your FB Pixel on your site. Once the Pixel has been correctly added to your site, you’ll be able to track and create an “invisible list” of all users that have visited a specific series of pages on your website during a set time period of up to 180 days.
3. App Activity Custom Audiences:
You can create audiences based on what actions people take when they use your app – either on Desktop or Mobile.
4. Content Engagement Custom Audience:
While only just released (and still rolling out across some advertiser accounts), this functionality allows you to create an audience comprised of those who have previously interacted with your content on Facebook.
At the moment, this is limited to two types of content:
- Video: Based on those who have previously watched one of your videos for a specific amount of time – 3 seconds, 10 seconds, 25%, 50%, 75%, and 95% of the entire clip.
- Lead Forms: For those who are currently running Lead Generation ads on Facebook, this allows you to create a Custom Audience of those who opened one of your lead ad forms and then specific to the action they took when they opened it – opened, submit and didn’t submit.
You can see why we’re so excited about the potential of these audiences to drive sales for your eCommerce business.
However…..we know what you’re looking for.
You want to know which audiences you should be focusing on to generate sales right NOW for your business.
And when it comes to driving sales for your business – these 4 Custom Audiences are the four which will move the needle for your business.
- Custom Audience 1: Your Existing Customer List
When it comes to identifying your most valuable audience on Facebook, your existing customer list takes the number 1 slot.
Think about it – these are the people who know your brand, trust your brand and have felt so strongly about the value that you can provide them that they have already completed a purchase from you in the past.
By creating a Custom Audience of those who have previously purchased from you, you now have a laser-focused list of those who are most likely to respond to offers that include upsells, cross sells, event based purchases or sales events.
2. Custom Audience 2: Your Existing Email Subscriber List
Think of these prospective customers as your lowest hanging fruit, looking for a reason to drop. They trust you enough to provide you with their email address, however for whatever reason haven’t taken the final step in buying from you.
The way to generate sales through this audience is through exclusive sales or expiring discounts, available only because you know they are an existing subscriber.
We also see huge conversions for our clients through running testimonial campaigns to this audience – profiling user reviews and ratings of those just like them who have previously purchased the product that they are considering.
3. Custom Audience 3: Your Existing Website Traffic
Think of this Custom Audience as your safety stop – the way that you plug a leaky sales funnel and convert those who have previously visited your site but left without buying from you.
By creating this Custom Audience, you now know exactly who to target your Shopping Cart Abandonment campaigns towards – particularly if you segment via the product pages which they viewed on their original visit.
Again, we also utilise this audience type as the target for testimonial campaigns; quite often all that an interested prospective customer needs to drive them back to the site to complete a purchase is proof of success from those who have previously used the product.
4. Custom Audience 4: A Lookalike Audience Of Your Existing Customer List
Lookalike Audiences are an incredibly powerful extension of the Custom Audience functionality where Facebook creates a new audience that “looks like” members of your existing custom audience.
Once you have specified a Custom Audience, Facebook will look for patterns and characteristics your users have in common – such as age, gender, or interests – and create a much bigger list of very similar users.
Your strategy for using this Custom Audience is as simple as it is effective. Once you have created your Custom Audience of your existing customer list, create a Lookalike audience based on the country that you wish to target.
Once Facebook has completed the process of auto populating this list for you (this can sometimes take up to 24 hours), you now have a brand new set of prospective customers for whom to target with flash sales, limited or expiring discounts or event based promotions.
This strategy of finding new customers who look like your best customers is the same approach that brands like Banana Republic, Vinomofo and Fame have used to generate up to 4 times return on their advertising spend and acquire new customers at half the cost of other acquisition channels.
So what are you waiting for?
Get started with these four Custom Audiences TODAY and start generating sales for your eCommerce business!