Facebook’s advertising platform is becoming more competitive. Brands must optimize campaigns to keep acquisition costs down.
Brands must use data to discover unique opportunities, whether it’s through engaging creative, optimized targeting, or unique bidding strategies.
You can deliver targeted ads to highly relevant users by creating custom audiences. This type of targeting is more effective and can lead to higher conversions with a lower CPA.
Facebook’s black box doesn’t give you any insight into who your target audience is when you use interest-based targeting. However, custom audiences allow you to gain a deeper understanding of the people in your target audience.
It’s possible to create custom audiences for each stage of your funnel that is tailored to the users in their buying cycle.
These are my top five recommendations for digital marketers in New York and brands looking to maximize the value of custom audiences.
Custom Audience- Includes Lifetime Value
Facebook ads Manager allows you to upload user data. This data is then matched to Facebook’s user graph. You might previously include information such as user email addresses, phone numbers, and names, as well location data.
After you have prepared the data in a spreadsheet you can upload it as a custom audience.
Facebook added a new feature to custom audiences in 2018. Brands were able to use useful targeting information in their ad accounts with the introduction of the lifetime value measurement.
This new feature allows brands to target customers based on spending habits.
You can create a segment using eCommerce platforms like WooCommerce or Shopify to identify the users who have spent the most time with your brand. This segment can be uploaded to your audience manager so that Facebook can recognize each user’s spending habits.
Most brands will have sufficient data to start using Facebook custom audiences.
This data allows you to target loyal customers with special promotions such as sales or early-release items.
It’s possible to use this data in multiple ways, following the lead of custom audiences with lifetime value attributes.
Facebook creates a 1%-like audience from these top-performing customers. Facebook also considers the spending value when creating a new list.
It will create a new audience using its knowledge graph. They will share similar behaviors to your top customers and are likely to spend similar amounts. This audience is great for top-of-funnel marketing campaigns because it targets a large number of relevant users.
Retargeting for People Who Watch Your Videos
Retargeting prospects is a great strategy to re-engage interested prospects when you are moving toward the middle of your funnel.
It’s possible to create segments of users that engage with video content, whether it is paid or organic if you use it in your top-of-the-funnel strategy.
These custom audiences are based on how users interact with video assets. These include:
- These are people who have viewed specific videos that you have posted to your brand profile. These can be classified by individual videos or all videos within a certain period. The past 60 days
- Participants who have watched a video for less than 3 seconds.
- The percentage of people who have viewed a total video. This could be between 25% and 95%.
You can create a custom audience if your top-of-funnel video campaign uses a video asset that contains valuable information at a specific timestamp.
This audience can be retargeted with additional content once it has been generated.
Tip: Facebook does not currently offer a way for advertisers to target individuals within a Facebook group. One solution is to use video custom audiences.
You can create a custom audience by publishing a video introduction to a Facebook group and allowing users to engage with the video for 3 seconds.
Retargeting Users who Spend a Minimum of Time on a Particular Webpage
Retargeting users on the internet has been a proven method to re-engage people who are familiar with your brand and products.
You might not be able to reach a wide audience if you have a highly-performing website, store, or other business.
Segmenting a retargeting audience based on the time they spend on their websites allows you to distinguish highly engaged traffic from those who just bounce.
Ads Manager allows you to group users by their website session durations. These are the top 5% to 10% and 25% of all sessions. These are the most engaged users.
Note: When creating segments in the top percentile it is important to examine the audience size and interpret if it is large enough. It will drive your ads’ frequency very quickly if the audience is too small.
You can also segment these percentiles on specific pages of your website.
Let’s suppose your top-of-funnel campaign focused on driving traffic to a specific landing page or the product page.
You can make your ads more relevant by creating a retargeting audience from the most engaged users visiting this page.
It’s possible to use tools such as Google Tag Manager to create website retargeting audiences.
You can use GTM to create custom events that are triggered when a user reaches certain parts of your webpage.
If the CTA is in a section of the page, but the user does not engage with it, this can be taken to mean that they are interested but not ready to convert.
This allows you to target these users with a customized ad that drives them to the website.
Similar Audience to Users Who Submit Facebook Lead Formulas
Lead generation ads can be engaging and streamline the process of acquiring prospects. Leadgen ads offer users value in return for their data.
Users can complete lead gen experiences natively on Facebook within seconds, whether it’s a downloadable eBook or an opt-in for an appointment.
Did you know that users can target their audience through lead gen forms once they have opened them?
Facebook Ads Manager allows you to create retargeting audiences by using lead gen engagements.
It’s possible to segment users into broad and niche categories, just like custom audiences. You can create lead gen audiences from any user who has interacted with your lead gen ads or those who interact with a particular form.
You can also segment users based on the actions they take when filling out lead forms. You can create audiences to target people who:
- You have opened a lead gen registration form
- You have opened but not completed a lead gen registration form
- Completed a lead gen form.
You can re-engage prospects interested in your ad but who didn’t complete the lead gen form by creating a custom audience.
This audience can be used to offer additional value and share more information about the lead ad.
High-engaged prospects can also be identified by the users who have completed and opened a lead gen form.
You can target these users with content that will drive them to the bottom of your funnel by building an audience.
Facebook’s interest-based targeting can reach and engage relevant users. However, these audiences are often broad and difficult to bid against.
You can drive more traffic to your paid Facebook strategy with custom audiences. The ability to target users based on data already mapped makes the overall advertising experience more relevant and engaging for end users. This results in higher conversion rates.
Digital Marketers in Miami need to be able to identify the unique audiences that Ads Manager can build. It can optimize your paid acquisition strategy by revealing new opportunities.