How To Use Facebook Custom Audience To Increase Your CTRs

18 August 2022

Facebook Custom Audiences are a hot targeting option and have been growing in popularity over the past year. In fact, early Data Science experiments show that if you’ve got an existing audience on Facebook, you can reach them for about $4.00 per 1,000 people. After learning about their targeting capabilities, I believe Facebook Custom Audiences can help your business increase your CTR by an extra percentage point or two. It’s definitely worth testing.

What is a Facebook Custom Audience?

A Facebook Custom Audience lets you target your Facebook Ads at a specific group of people who have already interacted with your brand. So instead of targeting your ads to people through luck or broad demographics like age or gender, you can target your ads based on data pulled from your own website, app, offline lists or from Facebook itself.

For example: Let’s say that you’re selling wedding dresses online. You could create a custom audience for all the people who have visited your site and added a dress to their cart but never completed their purchase. This way when someone sees an ad for wedding dresses on Facebook they’ll know it was targeted specifically for them because they’ve already expressed interest in buying from you!

Types of Custom Audiences that you can use

facebook custom audience

Custom Audiences from your website

If you have a website, and it’s been running for more than a few months, you may have noticed that Facebook can match your website visitors to their Facebook profiles. This means that if someone visits your website, then they’ll be added to a Custom Audience that you can use to target them on Facebook. You can use this information to create Custom Audiences that target all website visitors, or to remarket to people who have visited a specific product page or product category. You set the timeframe for how far back you want to go, so you can choose to target only your most recent website visitors, or people who visited up to six months ago.

Reach Customers who

Visited your website. And you can also target people who visited a specific page on your site, or people who spent a certain percentage of their time on each page of your site.

Custom audience from app activity

When you build a Custom Audience from app activity, you can target people who have downloaded your app but may not be using it yet, people who have made in-app purchases, or people who have achieved a certain level in your game.

This type of Custom Audience can be a great basis for app engagement campaigns, since you can target people who have downloaded your app but may not be using it yet, people who have made in-app purchases, or people who have achieved a certain level in your game.

Engagement Custom Audiences

Facebook offers you the ability to create Custom Audiences based on your own data, but they also offer Engagement Custom Audiences that are based on the information that Facebook already has about your users. These audiences are easier to set up and manage than the other types of Custom Audiences, because all of their data is already on Facebook.

engagement custom audiences

Let’s take a look at each type of Facebook source you can use to create an Engagement Custom Audience.

Video

video engagement custom audience

You can create an Engagement Custom Audience based on people who watch your video on Facebook or Instagram. These include videos delivered to Feed, stories and other eligible placements on Facebook and Instagram.

You can also create an Engagement Custom Audience based on people who watch a video that you post to Facebook or Instagram.

Lead Form

lead form engagement custom audience
If you’re looking to get more leads from your website, or want to target people who have already engaged with your brand, our Lead Form Engagement Custom Audience is for you.

You can use this Custom Audience to source data from your current or past lead forms to create a new Custom Audience. You can also use it to create a Custom Audience based on data from any page on your site, including product pages or blog posts.

With this Custom Audience, you’ll be able to target potential customers who have already shown interest in your business by filling out a form or visiting a page on your site.

Instant Experience

instant experience engagement custom audience
You know what’s great about instant? You can create a custom audience of people who use instant, and then target ads to them!

This is perfect for promoting a new product or service that you want to hit the ground running with. You can use this audience to target ads to people who are already in love with your brand, so that they’ll be more likely to click on your ad, because they have an existing relationship with you and therefore trust it more.

Shopping

shopping engagement custom audience

Shopping engagement custom audiences are just what they sound like: a set of people who have engaged with your content and have also demonstrated an interest in shopping. This means that they have either purchased something from your store or have added it to their cart.

These audiences can be used to retarget people who haven’t completed a transaction, and may be more likely to do so because they’re already interested in what you’re selling.

Instagram Account

Instagram Account engagement custom audience
With Instagram account engagement, you can target people who have expressed an interest in your brand. They’ve liked your photos, commented on them, or followed you—and now you can reach out to them and get more of that engagement going!

You can target audience members who have engaged with your posts at least once within the past month.

Events

Event engagement custom audience
With Event engagement, you can target people who have engaged with your event or group page.

You can create custom audiences based on the following:

– People who have attended events in the past

– People who have RSVPed to events in the past

– People who are interested in attending an event in the future (pending one is created)

Facebook page

Facebook pageengagement custom audience
With Facebook page engagement custom audiences, you can target people who have engaged with your Facebook page in the past. You can create a custom audience of people who have engaged with your Facebook page or your website. This allows you to retarget them with ads and offers for later. These are not only useful for getting new customers but also for re-engaging with existing ones.

On-page Facebook Listing

On-page Facebook Listing engagement custom audience
With On-page Facebook Listing engagement are you able to:

– Reach target customers with your message, product or service.

– Increase the number of people who visit your business location.

– Enhance the trust between your business and customers by establishing a direct line of communication.

Conclusion

Ultimately, when using custom audiences segments you want to take it a step further and understand exactly why those people are interested in your business. It’s not enough to simply know that they’re interested based on their Facebook activity. You have to dig deeper and understand their purchase intent. All of your other strategies will be reliant on this crucial point. So make sure that you set up custom audience segments to focus on your business objectives, as well as setting up the right tracking options to ensure that you’re getting the correct feedback from your advertising platform.

Now that you’ve learned how to use custom audiences to improve your CTRs and ROI, start putting it into practice today. Click here to reach out to the team at Neu Entity about your Facebook advertising needs.

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If what you see here is relevant for you and can help you grow your business or organisation, we’d love to discuss further with you. Drop us a message or schedule an appointment with us.

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