Refine Your Facebook Audience for Better Ad Targeting
Do you want to improve your Facebook ad targeting?
Interested in understanding more about the audiences you’re already reaching?

Refining your Facebook audience options will help you reach the right viewers without wasting ad spend.

In this article, you’ll discover how to build three important Facebook custom audience segments and analyze associated with Audience Insights.

Making a Custom Audience

If you advertise on Facebook, it’s helpful to look at different customer segments in the context of the platform. Facebook allows you to create custom audiences based on your consumer list, website visitors, and engagement. You may then use Audience Ideas to learn more about individuals audiences.

Note: To guard user data, Facebook doesn’t offer ideas for audiences of fewer than 1, 000 users, so keep that minimum size in mind when creating audiences.

To create a Facebook custom audience, go to the Audiences part of your Facebook Ads Manager. Then click Create Audience and select Custom Audience through the drop-down menu.
Next you’ll see a list of audiences you can generate.
Here’s how to generate three types of custom made audiences and get detailed information about them with Facebook Audience Insights.

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#1: Upload an Audience of Current Customers or Leads

In order to upload a list of customers or leads to develop a custom audience, select Consumer File. Facebook may match these contacts with Facebook users and create an viewers based on those matches.
Facebook lets you publish a CSV file or copy and paste the data. If you don’t have a lot of consumer data (maybe you offer guest checkout options or are looking at cold leads or even a mailing list), you can just provide email addresses. Alternatively, you can do a direct sync with MailChimp.
When you upload your customer list, the more identifiers you can supply (name, zip code, phone number, etc . ), the better your complement rate will be.

While it’s helpful to get a holistic view of your customer base, you may want to try segmenting out there a higher lifetime value type of customer. Many ecommerce platforms (such as Shopify) let you filter customers by number of orders. Additionally, if you work with an email marketing platform (like Klaviyo), use filters to generate custom user lists based on purchase habits.

#2: Base an Audience on Site Visitor Behavior

If you’ve taken the steps to install the Facebook pixel on your site, Facebook lets you create audiences based on site traffic. You can established rules for Facebook to populate audiences based on how people behave on your site.

Select Website Traffic to set up this type of custom audience.
In the Generate Audience box, you can choose from a number of concentrating on options in the Site traffic drop-down menu.
Based on Time Spent on Your WebsiteOne option is to target the users who else spend the most time on your site (i. e., the top 5% to 25% of most active users). This audience segment is likely to be more interested in branded items or new product commences, subscription products, or product bundle packages.
Of course , you don’t want to ignore the additional 75%+ of site visitors, so utilize this audience of super-active users along with some of the other retargeting methods discussed. Remember, the more the traffic volume on your site, the more the scale and returns will be.

Those who Visit Specific Web Pages

You can also set LINK rules to target visitors of specific web pages. Either identify the exact URL or define specific keywords. By using browsing action for retargeting, you can promote new products to people who have visited similar collections or products.

Additionally , if you have new features or versions launching for existing product offerings, you can retarget users who may have viewed the product during the past. If you have a product- or collection-specific promo running, this is the perfect way to tell serious users about it (i. e., buy one get one free, 3 for 2, etc . ).
Those who Visit Specific Web Pages but Not Others

You can even build an viewers of people who visit specific web pages but not others. However , this isn’t recommended because you can exclude any custom audience on the ad set level and there’s more room for modification that way.

Custom Combination

If you choose the Custom made Combination option, that can be done dynamic versions of your segmented customer lists. The audience may update almost instantaneously because it receives real-time data from the pixel, but the caveat is that the pixel operates on a rolling 6-month timeframe. This means that you’ll have the most up to date data, but it only dates back 180 days.

This is the trade-off in between using static consumer lists and dynamic website custom audiences. With a static consumer list upload, you reap the benefits of lifetime customer data, but it will saturate quickly without pulling and uploading frequently.

Even when you’re using a huge lookalike audience, it’s better to have a dynamic custom audience as your supply so the audience continues to refresh and doesn’t grow stale. However , if your business doesn’t collect significant consumer data in a 6-month window, customer checklist uploads will be the better option here.

To capture repeat purchasers, simply choose your main conversion event(“Purchase, ” for example) make it to a minimum occurrence of 2 .
Try to incentivize these customers to buy more frequently with limited-time special offers. This audience generally responds well to sales and is interested in new product offerings. It’s also valuable if you’re promoting subscription and product bundles.

To distinguish high average order value (AOV) purchasers, set the main conversion event to Purchase and add an extra parameter-defining value, setting this to a minimum money value. This is a great audience for marketing premium products and a solid source for a lookalike audience if you want to drive higher AOVs over the board.

In the illustration below, we chose a $70 minimum AOV, which was about 25% higher than the sitewide AOV for this business.
People Who Haven’t Went to in a Certain Amount of TimeAnother worthwhile test is to build audiences of users who else haven’t visited in x number of days. Target these users with an exclusive promotion and see if you can win them back.

#3: Generate an Audience Built on Facebook Engagements

You can develop a sweeping audience that includes anyone who has engaged along with your Facebook page or its posts (including ads) in the last yr. Click Engagement on Facebook.
Then click Page.
Now you can refine your audience using the following interactions:

Those who have visited your page

People who have engaged with page posts or ads

People who visited on any call-to-action buttons

People who messaged your page

Those who saved your page or posts

Because these audiences are based on different engagement metrics, they’re most useful for getting people to take action within Facebook, not necessarily onsite. In order to improve reach and engagement for your page and its content, these are valuable targeting audiences.
If you’re running a thrilling promotion and only want to drive awareness, it can be worthwhile to target an audience of people who have engaged along with your posts/ads in the past and just bid for opinions to reach as many people as possible within this viewers.

Similarly, if you’re seeking to generate site traffic, target this earlier engaged audience and use CPC bidding to maximize clicks aimed at your website.

Analyze Your Custom made Audiences With Audience Insights

After you’ve created your custom made audiences, head over to Audience Insights to find information regarding the users within individuals audiences. After all, the more you know about your customers, the better you can market to them.

Under Custom made Audience in the still left sidebar, select your custom audience from the drop-down menu. You’ll then see a detailed breakdown of the users for the reason that audience.
Below the insights, you’ll notice six categories of data: Demographics, Page Wants, Location, Activity, Household, and Purchase.
For sales campaigns where you’re trying to win over new customers, let lookalike audiences do the work of refining your target audience. However , when there’s a clear skew for any of these data points, excluding a specific age group or gender can make your marketing campaign more efficient.

Suppose that the graph above symbolizes one of your custom audiences. You can see that only 6% of people in the audience are guys, so you would just target women using this campaign. If you want to entice more male customers, you should work on more male-focused products and ad creative. You might also exclude the 55+ age group because few customers fall within this a long time.

The demographic ideas are particularly interesting. If you’re using oCPM bidding to target, Facebook will seek out the users most likely to convert anyway, so don’t worry an excessive amount of about purchase action or household data.
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Use Facebook Audience Insights to educate yourself on the characteristics of your most valuable consumer segments. By doing this, you can better cater to the needs of existing customers and scale your business by targeting new potential customers with similar characteristics.

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