Audience Creation and Set-up
The last thing we will get into before building our first campaign is Audience creation. Audiences are really the bread and butter of Facebook and Instagram and are what make this platform such a powerful tool. We will show you here how to ‘pre-create’ audiences, utilizing the Audience Manager tool inside of your Business Manager, to save time and be more efficient later but you also have the ability to make these audiences as you construct your Campaigns, Ad Sets, and Ads during your ‘ad build’
There are three different types of audiences. So, we will break each of them down and then show you how to build them. We will go on to explain in the next module where and how to use them to your advantage.
Think of saved audiences a bit like your customer personas or your ideal customer avatar. Saved audiences are created by utilizing Geographic, Gender, Age, Language, Behavior, and Interest data. Creating saved audiences that you’d like to test ahead of time can save time and also forecast a rough estimate of how many people you may be able to reach. If we were running ads for Columbia and wanted to target one of their ideal customer personas using a saved audience we may create that audience with the below information:
- Exclude Major Cities
- Both Men and Women
- Ages 25 - 45
- Interested in:
- Outdoor activities
- Cold weather activities
- Technical Gear
Custom audiences are made using data that you have already collected, whether on your website, your social media platforms, or your email list. Custom audiences are generally made from people who have already interacted with your business in some way shape or form (and then used to create lookalike audiences which we’ll talk about next). Custom audience options could be:
People who have visited your website in the last 30 days
People who have visited or interacted with your instagram page
People who have made a Purchase on your website in the last 90 days
People who have signed up to receive emails from you
Special Note on Custom Audiences: outside of utilizing your current email list (which can be manually uploaded or connected directly) if you’re creating custom audiences using web visitors and things of that nature, it requires time for your Facebook pixel to gather that data, and your pixel DOES NOT collect data before it was implemented on your website or connected to your social media platforms
Lookalike audiences is another magical tool on Facebook that utilizes information on your current customers to more accurately match to new customers. Lookalike basically means that you are asking Facebook to use one of your custom audiences (Let’s say your Web Visitors from the last 30 days) and allowing Facebook’s algorithm to match the demographics, behaviors, and interests of those individuals to find others that are similar to them. If you already have a substantial email contact list or your website is receiving heavy traffic and allowing your pixel to collect a lot of data very quickly, lookalike audiences are one of the best ways to find and connect with highly qualified new customers.
Additional Audience Notes
Web Visitors (30 days)//Social Media Engagement (30 days)
These are standard audiences that we use with almost all of our clients to great success. It’s really useful to create ads that specifically target people who have already interacted with your business as they are more familiar and therefore more qualified. The return goes up and the cost per acquisition (or cost per conversion) goes down.
Though we demonstrated creating a few custom audiences you can get into your Audience Manager and really create some great and unique audiences and begin testing and trialing different levels of engagement. One audience we didn’t demonstrate but suggest creating would be the below
Current Subscribers: utilizing your current email marketing list, you can upload an export (or connect directly to it depending on your email marketing platform) and utilize this to target ads to the individuals with an associated Facebook or Instagram profile. You can also utilize your email contacts to create another lookalike audience.
Lookalike Audience Percentages
When we were creating our Lookalike audiences you may have noticed the slider in our final steps that went from 1% to 10%. This is basically you telling how similar you want this new audience to look to your current audience. If we tell Facebook that you want to make a Lookalike Audience that is within 1% similar, that basically means we are looking for people that are incredibly similar (in terms of demographics, interests, behaviors, etc) to our current audience. If we tell Facebook that we want to make a Lookalike Audience that is within 10% similar, that means we are looking for a bit broader audience that maybe only shares a few of the similarities of our current audience.
Lookalike Audience Minimums
Without going into too many confusing details, when Facebook is creating a Lookalike audience, it must have a minimum number of ‘matched’ Facebook//Instagram users to compare to in order to be able to create a lookalike audience. Unfortunately this number is always shifting and changing so it’s difficult to give an exact necessary amount. However, it is a good starting point to have at least 1500-2000 data points (that is, email subscribers, website visitors, and social media engagement, etc.) to be able to match. If your audience is currently too small, Facebook won’t be able to create a Lookalike audience with it.
In the next module we will breakdown the Ad Account Hierarchy, talk about ad copy, ad creative, and get down to the nitty gritty on creating your first campaign.