5 Types of Facebook Audiences With Extremely High ROI
By: Robert Molina
Tags: Ads, Facebook Marketing, Facebook Ads, Advertising, Digital Marketing

What if we told you that you’re missing out on reaching 70% of your potential Facebook audience when advertising. How can this be possible? Far too often, marketers rely on Facebook’s Saved audiences, such as promoting via demographics, location, behavior, connections, and interests, to target their ads. However, custom audience types can have far greater reach and generate a high ROI.

Let’s look at some Facebook custom audience types that will help you boost ROI and run very successful ads.

Custom Audiences Based On Pixel Data

Why it’s important

Facebook Pixel is an extremely useful tool in which you can install a unique code on your website and track site visitors. Facebook then allows you to use this data to retarget these visitors via the pages they visited, the products they clicked on, and the general actions they took on your site.

This data is powerful because it allows you to target people who are already familiar with your brand, which makes a targeted ad far more likely to be clicked on by them. The goal is to remind them of what they already saw on your website, reengage them with your product, and ideally make a sale.

How to create custom audiences based on Pixel data

To create a website custom audience:

Go to Audiences in Ads Manager. Click Create Audience and select Custom Audience.

3. Click Website Traffic.

4. Include people who meet any or all of the selecting criteria.

5. Choose your Pixel from the dropdown.

6. Choose the type of visitor.

7. Enter the number of days you want people to remain in your audience after they visit your website.

8. Give your audience a name and then click Create Audience

Keep in mind you can also create custom audiences from events with specific parameters. To do this, click Add a parameter (optional) once you’ve selected an event.

Custom Audiences Based On Your Customer Files

Why it’s important

If you already have a unique list, such as a subscription list, customer list, or more, you can simply upload this list to Facebook and target it. This may seem obvious, but people often don’t realize that this is an option, which is a huge missed opportunity.

By targeting people on an already curated list, similar to Facebook Pixel ads, you’re targeting people who are already familiar with your product and need to be reengaged. They may have shown interest but not yet made a purchase, or may have made a purchase but not come back in a while. Using custom files to target people is a no brainer.

How to create custom audiences based on your customer files

To get started creating a custom audience from your customer file(s):

Go to your Audiences in Ads Manager.

2. — If you already have audiences, click the Create Audience dropdown and select Custom Audience.

— If you don’t have any audiences, you’ll see audience creation buttons, rather than dropdowns. Click Create a Custom Audience.

3. Click Customer File.

4. Click Add from your own file.

From there, there are 4 steps to creating your Custom Audience:

· 1.Add Customer File.

· 2. Edit Data Mapping.

· 3. Hashed Upload & Creation.

· 4. Next Steps.

Custom Audiences Based On Video Engagement

Why it’s important

Video is one of the most important and useful forms of advertising out there. Using video in advertising vastly increases open rates and engagement. Facebook has a very cool video engagement custom audience tool that allows you to target people who watched either all, or part of, the branded video that you posted to your page. You can create custom audiences based on how much of your video they have watched, and retarget them accordingly.

For example, you can create an ad and target people who viewed your video for 3 seconds, or who watched 75% of your video. These specific groupings allow you to target your message based on their behavior, which is a nifty tool that can help create conversions.

How to create custom audiences based on video engagement

To create an Engagement Custom Audience from video views:

Go to your Audiences. Click the Create Audience dropdown menu and select Custom Audience.

Note: If you’ve never created an audience, you’ll see a Create a Custom Audiences button, not a dropdown menu. Click this button to create the audience.

3. Click Video.

4. In the Engagement field, choose the type of content you want to use to create your audience. For example, “People who have watched at 50% of your video”.

5. Click Choose videos.

6. In the window that appears, open the dropdown menu and select Campaign, Page or Instagram business profile.

Campaign: Use the search bar to find a campaign (active or inactive). Then, check the boxes next to the video(s) you want to use.

Use the search bar to find a campaign (active or inactive). Then, check the boxes next to the video(s) you want to use. Page: Select a Facebook Page and check the boxes next to the video(s) you want to use.

Select a Facebook Page and check the boxes next to the video(s) you want to use. Instagram business profile: Select an Instagram business profile and check the boxes next to the video(s) you want to use. You can choose multiple videos from multiple business profiles for one audience.

7. Click Confirm.

8. — In the Past field, enter the number of days people will remain in your audience after they engage with your video(s). People are removed from your audience after the set time period unless they engage with the video(s) again.

— For example, if you tell Facebook to go back 30 days and a person engaged 29 days ago, they’ll be in your audience. However, if they fail to engage the next day, they’ll be removed from the audience.

Anyone new who engages within the time period you choose will be added to the audience. This means that the audience is constantly being refreshed, so you don’t need to edit or create a new Engagement Custom Audience unless you want to change the time period or the type of engagement.

9. Add an audience name and description (optional).

10. Click Save.

Custom Audiences Based On Lead Forms or Instagram Business Page

Why it’s important

If you don’t have a website and therefore can’t make use of the Facebook Pixel, you can use Lead Forms or the Instagram Business Page instead. This is a very cool tool that allows you to target people who have interacted with apps across the Facebook tribe, but not necessarily on Facebook itself.

If somebody has opened your Lead Form, you can target them. If you have a large Instagram following, you can target them as well. The beauty of custom audiences is that they are not limited to actions that only take place on Facebook, which is what makes Facebook ads so universally compelling and effective.

How to create custom audiences based on lead forms and Instagram page

To create a custom audience based on your Lead Forms or Instagram Business Page:

Go to your Audiences.

2. Click the Create Audience dropdown and select Custom Audience

Note: If you’ve never created an audience of any kind before, you’ll see Create a Custom Audiences button, not a dropdown. Everything else will be the same.

3. Click Lead Form.

4. Include people who meet any or all of the selecting criteria.

5. Choose the type of form engagement you want to use.

6. In the “In The Past” field, enter the number of days you want Facebook to go back to collect engagement.

Important: If you tell Facebook to go back 90 days and a person engaged 89 days ago, they’ll be in your audience. However, if they fail to engage in the next day, they’ll then be removed from it. Anyone new who engages within the time period you choose will be added to the audience. This means that the audience is constantly being refreshed, so you don’t need to edit or create a new Custom Audience unless you want to change the time period or the type of engagement.

7. Select page.

8. Add an audience name (and description, if you want to).

9. Click Create Audience.

Lookalike Audiences From Past Converters

Why it’s important

You may find that you’re struggling to create custom audiences if you don’t have a website, have low website traffic, or don’t have unique subscription lists. For this problem, Facebook has created Lookalike Audiences which target people that are similar to your current paying user group.

The best part is that these dynamic audiences will be automatically updated over time, as your paying group morphs and changes. This means Lookalike audiences will always be relevant. Lookalike audiences are a fast and effective way to target people who are likely to engage with your ads.

Here are two different best-practice approaches when targeting Lookalike audiences:

Use low-threat offers such as a free trial offer or promoting blog posts. Even though they’re similar to your paying customers, remember, they haven’t heard of your product before. Low-threatening offers can make the randomness of the offer seem less invasive and hopefully draw organic interest.

Conversely, you can use high-threat offers such as asking people to buy or sign up right away. This approach is risky but avoids beating around the bush as you know that these customers have similar interests to your paying customers and may be caught more easily if you dangle an unavoidable offer right in front of their face.

How to create lookalike audiences

To create a value-based Lookalike Audience:

Go to your Audiences. Click the Create Audience dropdown and select Lookalike Audience. For your source, choose the Custom Audience. Choose the country where you’d like to find a similar set of people. Choose your desired audience size with the slider. Click Create Audience.

You can also use the advanced options to create a set of Lookalike Audiences.

Scaling Campaigns with lookalike audiences using Leadza

With Leadza you can automate the process of creating lookalike audiences from past converters by using Lookalike Scaling feature. Leadza analyzes all the audiences in your Ad Account, prioritize lower funnel traffic and suggests which lookalike audiences you will be testing first. Leadza breaks out your audience sources by the campaign and your ad-sets by audience size. As the result the system automatically runs a Test with the combination of your best ads/placements and new targeting options. This allows for more granular analysis and lets Facebook optimize more efficiently.

When your Test is live the system identifies which ad sets are performing well and increase the budget if the frequency indicates there’s more reach available. In a several days after campaign is launched the system identifies segments of your lookalike campaigns that you can test new ad creative with to improve performance and suggests more optimization tips. As the result you effectively scale your campaigns.

Here the step by step tutorial to set up this feature.

Start your free 7 days trial here!