How to Upload Property Addresses as Custom Audience on Facebook

As Facebook's advertising platform becomes more competitive, brands must continually optimise campaigns to maintain lower acquisition costs.

Whether it exist through engaging ad creative, optimised targeting, or unique bidding strategies – brands must leverage data to uncover unique areas of opportunity.

Custom audiences are an constructive way to deliver highly targeted ads to the most relevant users. This granular form of targeting can result in college conversions at a lower CPA.

When using interest-based targeting, Facebook'southward black box doesn't provide whatever insight into the verbal users you're addressing. Custom audiences, nonetheless, let you to have a deeper understanding behind those within your target audience.

Throughout each phase of your funnel, it's possible to leverage unique custom audiences that cater to users within their ownership lifecycle.

If you're a brand or digital marketer looking to get the most from custom audiences, these are five suggestions that y'all can commencement experimenting with today.

Custom Audience – Including Lifetime Value

Inside Facebook Ads Manager, you have the ability to upload a list of user information. This is then matched with Facebook'south user graph. Traditionally, you lot might include information like user e-mail addresses, phone numbers, names, and locations.

Once you've prepared this data in a spreadsheet, you can easily upload this list as a custom audience.

In 2018, Facebook introduced an boosted characteristic within custom audiences. The introduction of the lifetime value metric immune brands to integrate useful targeting information inside their ad business relationship.

For brands selling goods online like eCommerce stores or SaaS providers, this new feature made it possible to identify target users based on their spending behaviours.

If you're using an eCommerce platform like Shopify or WooCommerce, you lot can classify a segment of users who have spent the most with your brand over time. This segment tin can then be uploaded into your audition manager, allowing Facebook to recognise the spending behaviours of each user.

Equally Facebook custom audiences require a minimum of 100 people, near brands will accept plenty data to get started.

With this additional data bachelor, you lot can choose to target your most loyal users with special promotions like sales or early-release products.

Lookalike Audition of Elevation Performing Customers

Following on from custom audiences with a lifetime value aspect, it'due south possible to leverage this data in more ways than one.

By creating a one% lookalike audience of these height-performing customers, Facebook volition as well gene the spending values when generating a new list.

By leveraging its knowledge graph, it will generate a new audition of users who not only share the same behaviours every bit your meridian customers, just are also likely to spend similar amounts. This lookalike audience is ideal for acme-of-funnel campaigns as it targets a large subset of relevant users.

Retargeting Those Who Lookout man Your Videos

When moving into the centre of your funnel, retargeting audiences are an effective strategy for re-engaging interested prospects.

If y'all leverage video content (both organic or paid) inside your meridian-of-funnel strategy, it'south possible to build segments of users who engage with this content.

These custom audiences can be based on the unique interactions users have with a video asset. These include:

• Those who have watched specific videos published from your make contour. These can be categorised by individual videos or all videos within a specific period east.g. the past 60 days
• Those who have engaged with a video for a minimum duration – 3 seconds or 15 seconds
• Those who have watched a full percentage of a video – 25% – 95%

If your superlative-of-funnel campaign utilises a video asset with valuable information at a sure timestamp, you tin can create a custom audition of those who take watched past this point.

One time generated, this audience tin can retarget these engaged users with boosted content.

Pro tip: Equally it stands, Facebook doesn't provide a way for ad accounts to direct target users within a Facebook group. A unique workaround is to leverage video custom audiences.

Past publishing a video introduction or informative video into a specific Facebook grouping, you can then create a custom audience of whatsoever user who has engaged with three seconds of the video.

Retargeting Users Who Spend a Minimum Fourth dimension on a Specific Webpage

Website retargeting has traditionally been an effective manner to re-engage users who are familiar with your brand or production.

If you're a high-performing website or store, you might find that a uncomplicated retargeting audience may exist as well broad for some campaigns.

Past segmenting a retargeting audition past the duration of their website sessions, you can separate highly-engaged traffic from those who simply bounce.

Within Ads Manager, it's possible to segment users by website session durations. These include the top five%, ten%, and 25% of total sessions. The tiptop 5% of website sessions will be the virtually engaged subset of users.

Annotation: When creating a segment in the top percentile, it's important to review the final audience size and translate if it'southward broad plenty. If the audience size is also small, it will quickly bulldoze the frequency of your ad content.

Going one stride further, it's also possible to segment these percentiles beyond specific pages of your website.

Let's say your top-of-funnel campaign focussed on driving traffic to a dedicated landing page or production page. Past creating a retargeting audience of the most engaged users who visit this page, you can be more directly with relevant ad copy.

When creating website retargeting audiences, it'south also possible to integrate tools similar Google Tag Manager to leverage custom website events.

Using GTM, y'all can create a custom issue that triggers once a user reaches a select part of your page.

If this section of the page includes a CTA, simply the user doesn't appoint with it, you can interpret that they were in fact interested, but not yet set to convert.

Information technology's so possible to retarget these specific users with a personalised advertisement to drive them beyond the line.

Lookalike Audience of Users Who Submit Facebook Lead Forms

Pb generation ads are an engaging format that streamlines the process of acquiring prospects. Leadgen ads can offer value to users in exchange for their data.

Whether it be a downloadable eBook or an opt-in to schedule an appointment, users can natively complete leadgen experiences on Facebook in a matter of seconds.

Did y'all know that once a user opens a leadgen form, they're eligible to target through a custom audience?

Within Ads Director, Facebook allows y'all to build retargeting audiences based on those who engaged with your leadgen experiences.

Similar all custom audiences, it's possible to segment users into both broad or niche categories. Leadgen audiences tin be created from users who have interacted with any of your leadgen ads, correct through to those who appoint with a specific form.

Additionally, you lot tin as well segment users by the specific actions they take on lead forms. Audiences can be created to target those who:

• Have opened a leadgen form
• Take opened, merely not completed a leadgen form
• Have opened and completed a leadgen form

Creating a custom audience of those who have opened, but not completed a leadgen form would let you to re-engage prospects who were interested in your ad, but didn't convert.

Using this audience, you can offer additional value or even share more than information related to the lead ad.

Additionally, the segment of users who have both opened and completed a leadgen form tin be identified as highly engaged prospects.

By building an audience of these users, y'all can target them with content that drives them into the bottom of your funnel.

Although Facebook's involvement-based targeting can reach and engage relevant users, these audiences can often be wide and competitive to bid against.

Custom audiences are a powerful way to drive more from your paid Facebook strategy. With the ability to target specific users based on data you've already mapped, the overall ad experience for end-users is more relevant and engaging. This, of course, results in higher conversion rates.

As Digital Marketers, it's important to understand the unique custom audiences that tin exist congenital within Ads Director. By uncovering new possibilities, it can assist optimise your overall paid conquering strategy.

The best way to enhance your knowledge of custom audiences is to take the time and review the endless possibilities within Ads Manager.

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

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