How Much Data to Upload for Facebook Audience

A expert ad will fail without the right audience. Facebook Custom Audiences let you target the right people every fourth dimension, making information technology an essential tool for successful Facebook advert .

However, a lot has changed since Facebook first rolled out the tool in 2013. T hat'due south why nosotros created this updated 2021 guide to Facebook Custom Audiences.

In this post, nosotros volition go through everything you need to know about Custom Audiences, from basic setup to avant-garde implementation.

Facebook Custom Audiences assist you improve your Facebook advertising campaigns by putting the power of ad placement straight in your hands. With your ads in forepart of your ideal readers, nothing is standing between you and advertizement success.

Facebook Custom Audiences: The Basics

Before we go into the juicy details, allow'southward get over some basics to brand certain the tactics in the following sections volition brand sense, regardless of your Facebook advertising skills.

What is a Facebook Custom Audience?

A Facebook Custom Audition lets you target your Facebook ads at a specific group of people who have already interacted with your brand.

And so, instead of targeting your ads to people through luck or broad demographics similar historic period or gender, yous can target your ads based on data pulled from your own website, app, offline lists or from Facebook itself.

Using a Facebook Custom Audience allows yous to do some pretty cool things, such as:

• Retarget ads to people who have interacted with 1 of your Facebook posts.
• Craft ads for specific segments of your audition , like your bottom-of-the-funnel electronic mail list.
• Upsell new products to people who are currently customers.

In short, Custom Audiences can make your marketing efforts a lot more than direct. And when y'all take the power to get your perfectly crafted Facebook ads in front end of the eyeballs y'all designed them for, you should run into an overall comeback in ROI and conversions.

Facebook Custom Audience Permissions and Rules

When it comes to Facebook Custom Audiences, there are a couple of rules you accept to proceed in heed.

Facebook lays them out in this document , but hither are the basics you need to know:

1. Yous tin create Custom Audiences only with information you accept received permission to use. This should go without saying, but you need to become permission to apply people's data. You cannot scrape data from public websites or download email lists from people who have not given yous permission to contact them or use their data.
2. You tin can't go along people who have requested to opt out of your other customer lists (east.yard., your email lists) in your Custom Audiences. If you created a Custom Audience based on a client list and some of those customers have since opted out, you need to update your Custom Audition. This means that if you are basing your Custom Audiences on your own data, you will demand to update them frequently to comply with this regulation.

If you need assist keeping your customer list and Custom Audience in sync, consider trying AdEspresso for complimentary , and let usa keep your audiences synced for you lot .

For near people, these two rules shouldn't be a problem. Respect people's data and you take nothing to worry about.

Custom Audiences and Lookalike Audiences

Lookalike Audiences are audiences that Facebook tin build for you based on your Custom Audiences or an external data source.

The people who will be in your Lookalike Audiences may have never fifty-fifty heard of your brand. Through advanced algorithms, Facebook identifies users like to those in your custom audience and targets them with your ads.

It works like this:

1. You are running ads to a Custom Audition fabricated upward of customers who take bought bikes from your local bike shop.
2. You lot ask Facebook to target the advertizement at a Lookalike Audience based on the Custom Audience.
3. Facebook analyzes the people on your list and builds a profile of who is about likely to desire to get to your store—perhaps people who live in the area, like biking, like the outdoors and are between the ages of 25-50.
4. Facebook targets your ads to people who fit your profile and continues to brand adjustments based on how well the ads perform.

If you are interested in learning more than about getting the most out of your Lookalike Audiences, take a look at our guide on how to utilize Lookalike Audiences for your online business .

How to Make a Custom Audience on Facebook

You tin start making a Facebook Custom Audience by signing into Facebook Ads Director . Then, click on the dots in the top-left corner, and select Audiences .

On the next screen, you'll want to choice the first pick: Create a Custom Audience .

Next, you will be given a choice of where you want to source the information for your Custom Audience.

These choices are split between Your Sources and Facebook Sources . The options include:

• Website : Data picked upwards by a Facebook pixel on your website
• Customer List : People from your own customer lists
• App Activity : Users of your apps
• Offline Activeness : Data yous have nerveless the former-fashioned way, like in person or past mail
• Video : Audiences of your Facebook videos
• Instagram Account : Users who take interacted with your Instagram business relationship
• Lead Class : Facebook users who have started or completed one of your lead ads
• Events : People who have shown involvement in or attended one of your events
• Instant Experience : Users who have opened one of your experiences, either on Facebook or Instagram
• Facebook Page : Followers or visitors of your Facebook folio
• Shopping : Data from anyone who clicked on any of your shopping experiences on Facebook or Instagram
• On-Facebook Listings : Users who interacted with your On-Facebook listings

As for which data source to cull, in that location are no wrong answers. You can have upward to 500 Custom Audiences on Facebook, so kickoff where you have the most data, and don't be afraid to go crazy and experiment a little.

Below, we will go over how to create some of the well-nigh popular types of Custom Audiences.

How to Create a Customer List Custom Audience

After clicking on the Customer List selection on the Custom Audiences page, you tin start to build a Custom Audience from your existing customer lists.

In the side by side step, you tin can begin importing your client listing. You tin can do this in ane of two means:

1. Import a customer list from Mailchimp
2. Import a CSV or TXT file

With Mailchimp, simply click on "Import from Mailchimp" and follow the prompts.

If you lot are manually importing a listing as a CSV or TXT file, you'll want to pay attention to how it is formatted so that Facebook can understand all of the information yous're giving it.

Facebook matches users with your data through identifiers like email addresses, phone numbers and names. The more identifiers you include, the more than accurate Facebook will be.

When formatting your CSV or TXT file, follow the guidelines that Facebook sets out in this certificate so that your listing is as clear as possible to Facebook's AI.

For people new to this sort of thing, use Facebook's template to avert whatever mistakes.

When you are all done, hitting next in the bottom correct-hand corner.

Now, you lot demand to tell Facebook whether y'all have included a customer value on your listing.

A client value is a number given to each customer on your list that tells Facebook how valuable this customer is to your concern. If you desire to take reward of value-based Lookalike Audiences , this value is required.

When you are washed, click next.

At present, just upload your list, name your audition and add a description if you lot demand a reminder of who this Custom Audience is targeting.

If you are using a file with client values, yous will also need to tell Facebook which cavalcade has these values.

Finally, Facebook is going to inquire yous to ostend that it has mapped your data to the right identifiers. Then, become through the list and brand sure that emails are seen every bit emails, names as names, etc.

When you are done, hit Import & Create , and you lot're all done!

How to Create a Website Custom Audience

Commencement by selecting Website from the Custom Audition Source menu.

At present, Facebook will start walking you through the process of setting up a Facebook pixel on your website. The pixel is a piece of code that allows Facebook to collect information about the users of your site then that you can market to them on Facebook.

For this section, all you will demand to practice is pick a name for your pixel (most likely your website's proper name) and encounter whether installation on your site tin be done easily. If y'all are using a common website architect similar Wix or WordPress, Facebook tin can do most of the work for you.

If not, check out our guide to the Facebook pixel for a step-past-step walkthrough of the installation process .

Once your pixel is installed, you tin can go to the side by side stride — setting up your Custom Audience.

On this screen, you choose which website visitors Facebook will include in your Custom Audience from. Start by clicking on the Events drop-downwardly carte du jour.

Your options include:

• All website visitors : This is anyone who has visited your website(s).
• People who visited specific spider web pages : This allows you to filter based on URLs, either including or excluding certain keywords, entire URLs.
• Visitors by fourth dimension spent : Select the meridian 5%, 10%, or 25% of website visitors based on the time they spend on your site.
• From your events : Selection a pixel upshot to build an audience from. For instance, use the purchase event to build a list of contempo customers. This option may not exist bachelor if you have non set up any pixel events yet.

Depending on your choice, you can refine further so that your audience captures exactly the people you want it to.

When y'all are skilful to get, click Create Audience , and yous're finished

How to Create an App Activity Custom Audience

Commencement by selecting the App action source, and click adjacent.

On this page, fill in all of the details: the app you will be sourcing your contacts from as well every bit the audience proper name and description.

If you run into "no apps available," y'all'll need to register your app with Facebook commencement. Head over to this page for instructions on how to do that.

Once your app is selected, you lot'll also be able to refine your audition based on in-app events.

This can include people who have:

• Reached a certain level of your game
• Added payment info
• Purchased something from your app
• Spent a certain amount of money

Once you have chosen your app audition, y'all tin create your advert. If y'all want to learn more virtually app events, you can read Facebook's description of what they are and how yous can use them for your Facebook marketing.

How to Create an Engagement Custom Audience

An Engagement Custom Audition is any Custom Audience that you create based on Facebook sources. Since all of the data is already on Facebook, these audiences are generally easier to fix.

Permit'south take a look at each type of Facebook source you tin use to create an Date Custom Audition.

Video

The virtually important part of creating a Video Engagement Custom Audience is picking your target grouping.

This driblet-downward menu shows you your options. You are free to select multiple options. One time selected, y'all can pick the specific videos yous want the information pulled from.

Instagram Account

To create an Instagram Custom Audience, select the Instagram account y'all'll be using, then selection the event you want your audience based on.

This can be as broad as anyone who has engaged with your account or a more narrow choice, e.g. people who have saved your post or advertizement.

Lead Form

With the lead form option, y'all can source data from your current or past lead forms to create a new Custom Audience.

You'll need to specify the page and the atomic number 82 advertisement you want to pull the information from, besides as the events that will determine who goes on your new audience listing.

Your options are:

• Anyone who opened this form
• People who opened but did not submit the class
• People who opened and submitted the form

Fill in all other details and yous are ready to go.

Events

Select the event you want to depict data from, and so choose which segment of people you want to include in your new audience.

Once you have decided which segment all-time fits your marketing goals, you can create your Custom Audience.

Instant Feel

To create an Instant Feel Custom Audience, start by picking which Instant Feel y'all desire to base your audition on.

And so, only choose from either "People who opened this Instant Experience" or "People who clicked any links in this Instant Experience."

Facebook Folio

Similar to the Instagram option, for Facebook Page, start by choosing the page y'all want to utilize.

So, choose how broad or narrow you lot want your audience to be, fill in any other details and click Create Audition .

Shopping

Showtime by choosing your platform — either Facebook or Instagram — and the folio you want to use.

Next, define the upshot that you will base your audience on and click create.

On-Facebook Listings

Lastly, for On-Facebook Listings, start by choosing the listing you are interested in.

Then, simply choose whether you want to source from "People who viewed products in my catalog" or "People who messaged near products in my catalog."

How to Create a Lookalike Audition

In one case you have finished creating Custom Audiences, you lot tin also take advantage of Lookalike Audiences. Lookalike Audiences discover new potential customers by selecting users who are similar to the people who are in the Custom Audience that yous base your new Lookalike Audience on.

Start past going back to the Ad Director and clicking on Custom Audiences. This time, instead of clicking on "Create a Custom Audience," choose "Create a Lookalike Audience."

On the side by side page, you'll need to make full in 3 pieces of information:

1. Your Lookalike Source : This is the data source or Custom Audience yous will base your Lookalike Audience on.
2. Audition Location : This is where your audience should be located.
3. Audience Size : This tells Facebook how precise y'all want them to be with this new audience. 1% will be smaller in size but the near precise, while 10% will be much larger merely less precise.

When yous have filled it all in, click Create Audience and permit Facebook piece of work its magic. This does have some fourth dimension, so expect to look upward to 24 hours for your new Lookalike Audience to exist available.

Top Tips for Using Facebook Custom Audiences

The best way to see the biggest returns on your Custom Audiences is to exist very specific with how you pair ads with Custom Audiences.

Use Custom Audiences to Guide People Through Your Sales Funnel

Custom Audiences can improve your Facebook marketing when you segment them past your sales funnel and specifically tailor ads to the needs of each funnel segment.

Kickoff by creating or uploading customer lists segmented past funnel phase. You may already have this for email marketing campaigns. Adjacent, upload these segments every bit carve up Custom Audiences, and potentially make Lookalike Audiences based on them to widen your advertising internet.

Finally, create ads aimed at each particular segment's needs, and target them to your Custom Audiences and Lookalike Audiences.

Hither's how we practice it at AdEspresso:

1. We heave blog posts to cold traffic on Facebook and collect information on who interacts with them.
2. People who interact enter the top of our funnel and get targeted with free trial ads.
3. Free-trial users who don't subscribe are added to our lesser-of-the-funnel segment and tin can be targeted with promotions and ads to effort to bring them back.

To proceed our custom audiences as accurate equally possible, we use Data Sync on AdEspresso and Facebook pixel to exclude current and previous customers.

Turn Video Views into Sales

A video is often the all-time way of introducing your brand to new prospects. But it's likewise very hard to become beyond a brand sensation message and a sales telephone call to action at the aforementioned time. By edifice a video view Custom Audition, information technology's possible to create a very simple two-pace sales funnel.

For example, Hootsuite promotes videos with case studies, such every bit this 1 featuring Accor Hotels:

Facebook viewers who watched the video can be targeted with a free trial offer by using the Video Custom Audience option.

This manner, you know that your gratis trial offer is being seen by people who are interested in Hootsuite, and not just by the general public.

Upsell to Existing Customers

It's easier to sell to someone who has already bought from you than to sell to a total stranger. Nevertheless it's surprising how often brands think that the sales funnel stops in one case the first purchase is made. Ofttimes, they'll exclude their electric current client Custom Audition from advertising campaigns instead of thinking well-nigh how they can leverage this audition.

Here's an example of how upselling can be done. GlobeIn uses an ad that offers a gratuitous glassware assault tiptop of the perks unremarkably offered past signing upward for a yearly subscription to their service.

This ad is conspicuously targeted at electric current subscribers, and it gives them a reason to rethink signing upwardly for a yearly membership over a monthly one.

Since they are already subscribers, you know they like your product, so you have a amend chance of upselling the more than expensive subscription rather than finding all new customers to sell to.

Make the World's Largest Social Network Work for You

Custom Audiences can be the x-cistron in any great Facebook advertizing campaign. By granting you the power to place your ads with pinpoint precision, Facebook is giving you the freedom to truly create your ads with specific audiences in listen. Instead of having to rely on one-size-fits-all-advertising, you lot can give your potential customers the custom experience they deserve.

Getting your ads in front of the right people, though, is only half the battle. Now information technology'due south fourth dimension to talk pattern. Accept a await at our Adept Guide to Facebook Ad Pattern to learn more about how y'all can make ads that are designed to concenter readers and convert leads.

Nosotros'd like to hear about how you lot employ Facebook Custom Audiences! Let us know in the comments below.

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Source: https://adespresso.com/blog/facebook-ads-custom-audiences-guide/

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