The Most Valuable Facebook Audiences To Target - Custom Audiences

Before You Create Your Custom Audiences…

You’ll need to ensure you have your Facebook Pixel installed first. If it’s not installed, you won’t be able to create some of these audiences.

(AND it’s one of the top 5 advertising mistakes I see people make, so PLEASE do it now)

The best converting audiences for your Facebook ads will be audiences that are warmer. These audiences will be your Custom Audiences.

Creating Custom Facebook Audiences

You will want to create these Custom Facebook Audiences:

• Website visitors

• Facebook video viewers

• Facebook page engagement

• Instagram page engagement

Create Website Visitors Custom Audiences

To start creating your audiences navigate to: https://www.facebook.com/ads/manager/audiences.

From there, click, “Create a Custom Audience”.

Click on, “Website Traffic”.

Now type in 30 days for step 1.

You’ll then want to name your audience something clear, “Website Visitors - 30 Days” works great!

Now click, “Create Audience” and your 30 day website visitors audience will be created.

Facebook will then start generating your audience. This will take some time before Facebook shows you approximately how many people are in this audience.

Now, let’s create another warm audience based on video views.

Create Facebook Video Viewers Custom Audiences

You can easily know how much someone is invested in your brand and content by seeing how long they watch your videos for. (Tweet This)

The average video view watch time on Facebook is six seconds.

Obviously if people are scrolling through their news feed and they don’t spend longer than five seconds watching your video, it’s below average.

You can create video view audiences by times such as three and six seconds, or you can create audiences based on percentages of the video watched (25%, 50%, 75% or 95%).

Let’s create your audience. Go back into the audience section again and click, “Create Audience” then “Custom Audience”.

Select Video.

Now select, “People who viewed at least 10 seconds of your video”.

Click, “Choose videos” and select all of your videos.

Type in “30” for the duration of days, then name your audience something that makes sense, such as “10 Sec Video Views - 30 Days”.

Click, “Create Audience” and you now have your video viewers.

Create Facebook Page Engagement Custom Audiences

Again, navigate back to your Audiences.

Click, “Create Audience” and then “Custom Audience”.

Type in “30” for the duration and then name your audience something like, “FB Page Engagement - 30 Days” and click “Create Audience”.

Boom, now you have another great audience to use in your targeting.

Now, let’s hammer out the last one.

Create Instagram Page Engagement Custom Audiences

Go back into the audience section again and click, “Create Audience” then “Custom Audience”.

You’ll want to make sure your Instagram profile is linked to your Facebook page first.

Select, “Instagram business profile”.

Type in “30” for the duration like we did for our other ads.

Name it something that makes sense again, such as “IG Engagement - 30 Days”.

Click, “Create Audience.”

Next Steps

Congratulations, you are now a rockstar! 🕺

Now go back and repeat these steps for different audience lengths such as 60, 90 and 120 days.

Conclusion

You now have your most valuable Facebook audiences created. These audiences work great for middle and bottom-of-funnel ads.

Try testing different lengths to see what performs best. You can even test how each of these four audiences performs compared to another.

Another great way to leverage these audiences is to combine them for your targeting and use them as one big engagement audience to target.

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Have questions? Comment below or tweet me!

5 Common Facebook Advertising Mistakes (And How To Avoid Them)

After working with multiple clients for years I’ve noticed some common issues people make when it comes to their Facebook advertising.

Here’s a list of the top five mistakes I often see:

1) Not Having Conversions Set Up Properly

One of the biggest mistakes I see clients make with their Facebook advertising is not having conversions set up properly. You can’t attribute sales from ads without properly setting up your conversion tracking.

To set up your conversion tracking make sure you have your Facebook pixel properly installed on your website.

Luckily, most eCommerce websites (such as Shopify) have easy integration where you can just copy/paste your Facebook Pixel ID.

When your website has the Facebook Pixel installed, it will send conversion events to Facebook such as “add to cart”, “purchase”, etc. After your pixel is installed, you can view more data and analytics on user behavior on your website.

You can also run Facebook campaigns with the conversion objective of the event you have set up (such as a purchase).

Without having your conversion tracking set up properly you don’t truly know what ads of yours are actually working. Without knowing which ads are working you really are just throwing money away with ads that could be optimized more. Don’t be that person!

Once your conversion tracking is set up properly, its time to set up remarketing audiences!

Do you need help setting up your conversion tracking?

Connect with me here or email me at tony@tonydoesads.com.

2) Not Remarketing To Website Visitors

I still sadly see businesses running ads and not remarketing them to website visitors they’ve had.

Previous website visitors are one of the most essential and valuable audiences that you should advertise to. Time and time again, I see these audiences converting best with advertisements targeting them.

Why?

They already know about your business!

Again, make sure you have your Facebook pixel installed which will be vital in creating a custom audience based on a view of your website.

Try creating a few different audiences based on how many days since they have visited your website. If you get a lot of website traffic, a one-day or seven-day custom website audience will be great for you to target. If you get less traffic, I’d suggest a longer period such as 30 days or so.

Just know the longer out you wait to remarket to a website visitor, the less the visitor will remember going to your website. 

Facebook allows you to create a custom website audience as far out as 180 days. I barely remember what I did last month.

3) Not Using The Right Campaign Objective

Your campaign objective should always match the goal you have with your ads.

I will see businesses from time to time run traffic campaigns and optimize for clicks when they are trying to sell items on their website.

Why is this wrong?

Facebook optimizes your campaigns based on your objective.

If you click the Traffic objective, for example, Facebook will show your ads to people that are clicky users on Facebook. This doesn’t mean your ads will be shown to people that are the most likely to purchase compared to if you chose the conversion objective.

Make sure you select the marketing objective you want Facebook to optimize for.

4) Not Hitting The Right Audience At The Right Time With Ads

I was walking down the Las Vegas Strip and a guy approached me and said, “Want to buy my mixtape?”

I replied, “no” for a few reasons:

1. I never have met the guy and therefore had no clue if he was a great rapper or not.

2. Although I am a fan of hip-hop, I didn’t travel down to Vegas in search of a new mixtape.

3. I don’t even have a CD player anymore! haha

The point is, this is what I see business owners do with their Facebook advertising!

Instead, imagine if the man tried one of these different approaches:

1. Introducing himself to me first and telling me his story.

2. Performing his songs in Vegas (providing value first before attempting to sell).

3. Approaching people outside of a rap show (the RIGHT audience).

Ensure you are hitting the RIGHT audience at the RIGHT time (and don’t just go for a sell before anything else happens).

How can you target your audiences better? This brings me to the next mistake I see:

5) Not Sequencing Ads With Customers

“On sale!” – This product you have never seen.

You must work to bring audiences from KNOW to LIKE to TRUST.

This is not a new marketing strategy, it is fundamental to how you should be running your ads.

Work to create campaigns that introduce you and your services, provide value and THEN sell. Don’t do it in reverse.

Conclusion

It’s easy to quickly throw away money with Facebook advertising, especially if you are a small business focusing on other things. Ensure to avoid these costly mistakes when you start your Facebook campaigns.

Already advertising on Facebook? What other Facebook tips would you give to small business owners?

Let me know in the comments.