Today Facebook Ads is one of the main advertising platforms, especially on social networks. This is because the platform is constantly evolving, becoming more intuitive and offering many facilities to the user. One such feature that saves you time and makes your life easier is creating custom audiences. Today, we explain what they consist of and how to create custom audiences in Facebook Ads.
What are custom audiences in Facebook Ads?
As its name suggests, custom audiences are those audiences that we create with specific characteristics and that will receive our ads. To create them on our ad platform, the first thing we have to do is access our Business Manager > Assets > Audiences.
When we click on “Create audiences” we will find three options:
- custom audience
- lookalike audience
- saved audience
Each one is different, so we are going to explain what each one consists of:
A audience Customization consists of collecting people that you have in a database (you will upload a .csv or .txt file) or who have visited your website (you can use the Facebook pixel) and direct your ads to them to convince them to do something again action in your company.
Within this section we find several options: Website traffic, Client files (database), activities in the application, activities outside the Internet and interactions.
- Website traffic: You will be able to create a list of people who have visited your website or who have taken specific actions using the Facebook pixel.
- Client files: You’ll be able to use a customer archive to associate your customers with people on Facebook and build an audience from the matches found. The data will be encrypted before uploading.
- Activities in the application: You will be able to make a list of people who have started your application or game, or who have carried out specific actions.
- Offline Activity: You will be able to create a list of people who have interacted with your company in the establishment, by phone or through other offline channels.
- Interaction: You will be able to make a list of people who have interacted with your content on Facebook or Instagram.
Lookalike audience. When you have already created your personalized audience or an audience with specific characteristics that you are interested in as your target audience, Facebook gives you the option to search for an audience similar to the one that interests us, being able to choose the percentage of similarity on a scale of 1 to 10% of the total population of the country you select.
saved public. When you create an audience with specific characteristics that you think you can use later, Facebook allows you to save it with a title, so that you can select it when you go to create an ad, without having to search for all the characteristics again.
What are the advantages and disadvantages of custom audiences?
Creating custom audiences has many advantages:
– You will reach people who you know are really interested in your service. You won’t have to test different interests or behaviors on Facebook.
– They are easy to do, since the Facebook ads tool does almost all the work. You will simply have to upload your list from the database in csv or .txt or you will install the Facebook pixel on your web page.
Even so, these hearings also have some disadvantages:
– If in your database the emails that your clients have given you are corporate, it is difficult for people to use that email to register on Facebook. For this reason, it will often be necessary to use lookalike audiences to broaden our audience.
– The CPC is usually higher if the ad is directed to a personalized or personalized audience, even so, the cost per conversion will usually be lower.
Give this new strategy a try and let us know if you think it’s better than building audiences from scratch!
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