FINDING SUCCESS WITH CUSTOM AUDIENCES
There are 3 primary criteria
Most sellers will focus on a niche that can be easily targeted. But what can you do if your niche is difficult or impossible to define with the targeting available in Facebook advertising? In this case
PART 1: CREATING A CUSTOM AUDIENCE
Custom Audiences can be made in a number of ways and Facebook is constantly adding new ways to create them. We are able to use our own pixel data or user engagement on our pages. The most common ways of creating a Custom Audience for selling online is by segmenting people who have interacted with your page, viewed a specific campaign URL, completed a specific conversion event, or by manually uploading a list of customer emails. We do all of this within the Audiences section of your Facebook Business Manager account:
Once our Custom Audiences are created we can use them to make a Lookalike Audience. When creating a Lookalike Audience, the engine will analyze people within a Custom Audience and find the top 1% of users in a selected country who are most similar to them. To create a Custom Audience, you must have at least 20 people who fit the audience criteria. To create a Lookalike Audience
PART 2: AUDIENCE TESTING
The niche used in this case study was difficult to define with targeting. This happens often when we want to sell a product for situations like a national holiday, a recent news event or a pop culture phenomenon. There was no existing community of people within our niche that we could just plug in and run with so we had to get creative with our targeting. We started by creating a new page and launched with 3 different designs which were marketed in their own ad campaigns. Both Page Post Engagement and Website Conversion ads were used and we tested over 5 different ad sets with unique targeting criteria for each design. The designs all had equal appeal to people within our niche and used the same design motif with similar graphics and humor. Here are the results
PART 3: USING CUSTOM AND LOOKALIKE AUDIENCES
In our initial test, we learned a lot about our potential customers. We do this by looking at various statistical indicators like demographics, cost per thousand, click and conversion rates as well as other feedback we are able to analyze from comments and shares of our ads.
With the information we learned we were able to narrow down to the demographics that work best as well as preferences like product types, colors, and humor. We made subtle improvements to our original 3 designs and added 2 more for a total of 5. We kept the look and feel of our designs similar which established a motif that was able to make all 5 of our designs feel like a series.
- Everyone who engaged with our page
- Everyone who viewed or bought Campaign A
- Everyone who viewed or bought Campaign B
- Everyone who viewed or bought any campaign
With all 5 of our new designs, we created 4 unique
Although we didn’t see
Lookalike Audiences like this don’t make sense for every situation so it’s important to know when and how to use them. It will take time and experience for you to make the right judgment so we only recommend custom audiences for intermediate or advanced marketers. Keep this strategy in your playbook and you will find ways to make a turnaround on campaigns that aren’t quite becoming profitable on their own or if targeting for your niche is difficult to define.