Grow Faster With Facebook - Part 6: Custom Audiences
Custom Audiences with Facebook
Grow Faster with Facebook is a ten-part series about how an event organizer can use Facebook to get more out of Facebook Business Manager. In this part you'll read about the custom audience.
If you’re planning to successfully advertise through Facebook there is almost no getting around custom audiences. You can specify your target audience by seeing what webpages your visitors have viewed, and thereby find others who may have an interest in an element of your web page.
What is a custom audience?
You already have the possibility to target your audience by making use of their demographics, their interests, and their behaviour, but Facebook adds an extra possibility: The custom audience. A custom audience is a manually configured group of visitors who get to see a specific advertisement. There are different ways of creating a custom audience.
A custom audience can be separated into five groups:
1. Customer file:
2. Website traffic:
As our ticket shop is a web application, you will be able to get the most information out of using the pixel to monitor website traffic. However, it’s important that you have Facebook Pixel connected to your ticket shop and website.
3. App activity:
If you connect the Pixel to an app, you can use the information gathered to approach users who have performed certain actions within the application. You can also target people who have only downloaded the app but have not yet used it.
4. Offline Activity:
This incorporates all users who have come into contact with you through other means.
This turns anyone who has liked your page or shared a post into your target audience. You know there is already at least a degree of interest, otherwise, there wouldn’t be a ‘like’. You can adapt your ads in response to this by avoiding any information that the visitors have already received.
How do I create a custom audience?
Once you have chosen an objective and have selected an account in Facebook Business Manager, you are ready to choose a custom audience.
Go to Ads Manager to create a new campaign.
Choose an objective for your campaign.
On the left side of your screen, you will see different categories: ‘Campaign’, ‘Ad account’, ‘Ad set’, and ‘Ad’.
Under the ‘Ad set’ category choose ‘Audience’.
Click on ‘Create new’ and then on ‘Custom audience’.
- Now you will be able to choose from the same five options we discussed before (Customer file, Website traffic, App activity, Offline activity, Engagement).
EVENTIX TIP: Choose a clear Audience name
When you create a custom audience, make sure to choose a clear ‘Audience name’, by doing so you will be able to maintain a better overview of your ad campaigns.
Custom Audience through ‘Customer Base’
Eventix allows you to export customer files which you can use when creating a custom audience. Click here if you would like to learn how to export a customer file through the Dashboard.
There are a number of different ways in which you can create a custom audience. You can upload a customer file, you can integrate Mailchimp and upload clients of so-called Long Time value (LTV). LTV can be understood to be returning visitors of an event which has been organised on multiple occasions. If you are setting up an ad for your first event, then LTV’s won’t be relevant (yet). You can make use of this once you have already organised a number of events.
Customer file: Agree to the terms and conditions, upload your customer file (.csv or .txt file) and then follow the instructions. Once again, when entering your audience name make sure that it is clear and distinct so you can easily find and access its settings again later.
Custom audience through ‘Website traffic’
As we mentioned before, our ticket shop is a web app which you can integrate into your own website. A lot of the information gathered from your visitors will be generated through your website, but you can decide how much of it you would like to collect. This can be done by adding Visitor information in our Dashboard.
If you would like to send advertisements through Website traffic it’s important to have a Facebook Pixel integrated into your ticket shop. If you haven’t yet done this you can read how to install Google Tag Manager and a Pixel here.
Now you will be able to select your settings; you can adjust the settings of the target group that will see your advertisement. You can also choose to exclude certain visitors from a certain ad, such as visitors who have already reached the payment page of the ticket shop; there’s no point in spending money trying to sell tickets to people who have already bought them.
EVENTIX TIP: Exclude visitors
If you want to exclude visitors who have entered the payment page, click on ‘exclude’ to the bottom-right of the first criteria and then select ‘contains’ under ‘People who visited specific web pages’ and type ‘/paid’ (see image above).
Create a custom audience through an app
If your organisation has its own app, you can follow the traffic in that app and by integrating an external app you can create custom audiences according to the activities visitors have taken in the app.
Create a custom audience through offline activity
This is practically the same as adding a customer file, except in this case it happens through an external connection, for instance, a CRM-system that can be linked. You can use this informational page to find out which external applications Facebook supports.
Create a custom audience through Engagement
This option allows you to reach people who have shown their interest on your Facebook page. This might have been in the form of a reaction to a promo video or perhaps by sharing a message. When you choose this option, you will see the following screen:
As you can see, the Instagram logo is present as one of the options in this menu, which you might know is because Instagram is now part of Facebook. As such, advertising through engagement on Instagram works the same as it does on Facebook.
When you click on the different choices you will see that some of them have more options which you can target, for example how long a visitor has spent watching a particular video.
Targeting a custom audience
Once you have created the custom audience, you can optimize your targeting. You can specify your target group, for example at their level of education or according to demographic data. You can also target according to behaviour; which means that you can pick a group that likes to play a certain video game, for instance, or at least have a like on Facebook.
The size of an audience
You can change the size of a target audience, however, keep in mind that you don’t make your audience too large or small to make your advertising campaign a success. If it is a ‘general ad’ there is no point in targeting a very specific audience, whereas if the ad is for a specific deal it is probably not relevant for a large audience.
By using custom audiences while advertising you can optimise the ticket sales of your event.
If you have any questions or feedback regarding the use of custom audiences, feel free to contact us firstname.lastname@example.org