Next, you have Custom Audiences. That database of past/current customers? That’s a custom audience! You can upload that data into Facebook, they match it to the information available on people's profiles and you are then able to target/retarget those people. You can also use your Pixel (more information on that another time) to create custom audiences from your website.
Lastly, we have Lookalike Audiences. These are based on your Custom Audiences. It allows you to create audiences that are similar to customers that have already interacted with your business. When you create your Lookalike Audience you can choose how similar you want them to be to your original seed (custom audience) on a scale from 1 – 10. 1 being the most similar and 10 being the least similar. An example here, if you had a subscription service and wanted to find new subscribers, you could upload your existing database and then create a Lookalike audience. You could even take it a step further and exclude your existing database to ensure your ad doesn’t reach people who have already subscribed.
If you are unsure what interests to use, have no fear. Detailed targeting is an option you can select in your Ad Set level. It allows you to refine the group of people Facebook shows your ads to, it includes information such as additional demographics, interests, and behavior. The
same goes for exclusions, if there are specific interests or behaviors you would like to exclude, you can do so here.
Ultimately, if you are looking for a way to get your advertising budget to go further, change the way you target or rather how specifically you target. This will ensure your money is spent reaching potential customers who are more likely to convert, driving more sales for your business.
Need more help? Reach out to our team today.
26 January 2021