Everyone might be familiar with Core audience targeting where you can choose the exact demographics needed and the interest of your target audience.
Meta also provides advertisers with the ability to create a new audience that doesn’t necessarily exist in a core one, at least not in specific.
In this article, you’ll find a list of Custom Audiences that can be created to target, retarget or create a lookalike audience.
Make sure to correctly install your Meta pixel as most of the audiences will need one.
This is an audience formed of people who visit your website or specific pages in it. The options you have with this audience are endless. For example: you can create an audience of people who visited your blog but not your products page.
Best uses of this audience can be explained in these Ecommerce examples:
There are endless possibilities for targeting and re-marketing. The trick is to know how to use these custom audiences correctly. I’ll give you an example that you can build on:
Let’s say that you created an audience who added your product to cart but didn’t purchase. A common strategy forE-commerce professionals is to create a campaign with a discount code targeting this custom audience to encourage them to complete their purchase for a 15% off.
I believe this is a must for any established business with an existing customer base. Keep in mind that a customer list could be anyone who have interacted with your business. For example: loyalty card members, people who signed up for a discount, leads you collected from a specific campaign and any existing record that interacted with your business.
There are also unlimited ways you can build on this, but I will give you an example we did for one of our clients.
This is well known local brand that sell curtains and high-end wooden floors. They decided to expand and diversify by opening a new store that sells high-end outdoor furniture. Luckily, we had thousands of records from their business that managed a different sector in the furniture market.
After designing a creative campaign, I created a custom audience by uploading their records as a CSV file. Then, by tailoring a creative ad, just for this audience we were able to reach people who were familiar with the original brand and trust the people who run it.
Every single data that you gathered can be benefited from, just keep your consumer as the center of the process and everything else will work just fine.
These are people who downloaded your app or took a specific action when using it. A master that utilized this feature and spent ton of money on it, was the game “Clash of Clans”. One of my friends asked me, why am I seeing their ads over and over again when I already installed the application?
To answer him I had to look into their business model, which is often known as the “freemium model”. Which means that the game is free, but you pay as you advance in the game. For example: If you wanted to build a new building in the Clash of Clans game you had the option to wait for 24 hours or pay $1 and skip the wait.
The answer to the question is also an example of a great use of this custom audience. This business model states that the more a person plays the game, the more they are likely to spend money on it. Therefore, by targeting these app users on Facebook & Instagram you are reminding them of playing the game they love and enjoy.
This is a really helpful option, especially after the last change in Meta's algorithm were less followers are viewing your posts. You can create either a Facebook audience, an Instagram one or both.
Here are some useful examples from our clients’ experiences:
The sky is the limit with this option, people usually neglect these audiences assuming that they already built their Facebook or Instagram following. However, with Facebook’s regular updates, less than 5% of your followers are viewing your content organically.
Video content is the most engaging form of content and all platforms are optimizing more and more for video rather than image and text. Look at the increase IGTV, Facebook Watch Video, InstagramLive & Facebook Live content.
To utilize your video content properly, you can create a custom audience of people who watched a certain period of your video. These are the audience options:
Analyzing the data for your video content can give you a clue on where your customer is in the purchase funnel. For example:
Someone who watched 95% of your informative product video ad will be more likely to buy a product if the person saw an ad with a discount code.
Another example: Someone who watched 25% of my video can be retargeted with a shorter and more enticing video.
This custom audience is crucial for the success of any event on Facebook. Create your audiences for targeting, retargeting or promoting future events. If you are promoting an event or planning to host one, here are the available options for this custom audience:
Create multiple audiences for your next event to ensure that you sell out your ticket inventory. Make sure to tailor the communication creatively to each audience. Use “Fear of missing out”for those who are hesitant.
By far the best lead generation tool of all time.
It is efficient and effective as the users who open the form will have their information auto filled in and they are only required to submit that information. This allowed it to also be cost effective with Meta's wide targeting options.
This custom audience provides you with these 3 options:
Therefore, you can now retarget people to finish submitting a form or target them for further step of your purchase funnel.
You can create a custom audience for people who opened or interacted with your instant experience (Facebook Canvas). If you created an experience for one of your products, retarget the people who interacted with a discount code to purchase.
