Custom Audiences in Facebook are created by uploading a file containing client emails, by syncing information from MailChimp, or by the newest feature called Website Custom Audiences or WCAs. These are the cornerstone of Facebook Advertising for marketing managers. These folks know that targeting current clients at the right time with the right message can yield great results. These are audiences which are already invested in your brand, take advantage.
Creating Audiences from Client Emails & by Syncing Audiences from MailChimp
Uploading client emails or syncing your exiting MailChimp list into the Facebook Power Editor is relatively simple. You can follow Facebook’s instructions on how to upload a custom audience. However, before you start uploading it’s worth taking time upfront to consider segmenting your entire email list into groups of people who exhibit certain behavior and purchasing characteristics. Depending on how sophisticated your internal business analysis is regarding current and past customers, you may decide to segment by age groups, purchase amount, number of purchases, etc.
Once you upload your email list, Facebook goes to work finding Users which match the email address given. You can count on between 40% to 60% of your email list coming through as a Custom Audience of Facebook Users that you can now market to directly through Ads.
Website Custom Audiences – A Breakthrough for Facebook Advertisers
WCAs are the most flexible option within the Custom Audiences feature. Not only are these lists created directly in Facebook by pulling data about Facebook Users who also visit your website – these lists are updated dynamically on a daily basis. This is a breakthrough for Facebook Advertisers who want to stay on the leading edge of their Facebook User leads and ad targeting.
Direct response marketers and managers can count on 2014 to be a year of increasingly fine-tuned advertising to Facebook Users in the newsfeed to direct towards website e-commerce and towards mobile apps.
“For instance, a travel website with the remarketing pixel could use Website Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation. Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.” – Facebook
You can create up to 200 WCAs and you can even exclude WCAs as you would other custom audiences! One caveat on Facebook WCAs is that the audience data goes back 6 months then older audience members are dropped off. This is fine for most advertisers though, knowing that more recent engagement is more valuable.
All of these factors have led to online marketing managers and gurus alike to hail WCAs as far better than FBX and the most robust targeting method Facebook has yet to release.
Custom Audience Lookalikes
There are the actual audiences you upload or create through WCAs, and then there are the “Lookalikes Lists” you can build off of those. Facebook will take an audience you select and create a list of Facebook Users who “look like” the people in your audience. What does this boil down to? It’s like being in a room with thousands, even millions of fresh Facebook Users who are similar your best customers. That’s the power now behind Facebook Advertising and it’s not to be underestimated.
To experience results through a custom Facebook Ad Strategy with your unique business, contact TRISYM.
Update: Audience Insights are available in Facebook as of July 2014 – Read about Audience Insights here.