How to use Customer Files in Facebook to Target Audiences
Have you heard the hype about Facebook Ads and Lookalike Audiences, but are still unsure why you should look into them instead of sticking to your ever-useful customer email list? The inclination to think it’s unnecessary to utilize Facebook ads or create a Facebook customer file is understandable. But let us assure you: this is a worthwhile endeavor! Custom Audiences actually build on that list and make it better! There are several reasons why campaigns should use these efficient and low-cost advertising options, including increasing your visibility, offering high-level statistics, and more.
Benefits of Custom Audiences for Facebook Ads
If you already have a prospective customer and client list in place, custom audiences are a great way to utilize already-existing customer information to target a specific group. Yeah, of course, there’s email… but most customers’ inboxes are jammed so full that they hardly even notice them, let alone open them. And if your email is swooped into the trash can by a spam filter, the chances of customers seeing them are close to nil.
Let’s start with some general info on Facebook ads and then move to the more specific realm of custom audiences, shall we? Facebook ads are well known for their comprehensive analytics. Data and reports abound, making it easy for you to know exactly where your dollars are going and what your customers are doing. You can find weekly reach, post engagement, high-performing posts, page likes, conversions, and clicks, all at your fingertips. Ads Manager takes care of creating all the graphs and statistics you need: all you have to do is interpret them and take the next logical step.
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One slight drawback of Facebook is that business pages don’t have much of an organic reach. Facebook execs have verified that the news feed emphasis is on posts by family and friends - not great news for business owners. However, Facebook ads are a fantastic option for those who would like to bypass that and reach as many potential customers as possible.
Quick question: When was the last time you checked your social media? Chances are, you’ve checked several times already, or you will before the day is over. Facebook ads are effective because people are always on social media. On average, a person spends nearly 2 and a half hours on social media daily. The majority of social media users (59%) say that it’s the leading social media platform. As of February, 2.8 billion people are active on the platform monthly, with 1.84 billion users active daily. It’s impossible for marketers to ignore that kind of reach. Since there are over 200 million small businesses around the world using its advertising tools, it would be a grave mistake not to do so, especially if your target audience is in the US. In fact, 78% of American consumers have found products to buy via Facebook. That’s encouraging!
Facebook has phenomenal target capabilities as well. You can target based on demographics, age ranges, interests, connections, behaviors, locations, and can even target competitors’ fans. These targets can be combined and layered to ensure that you attract potential customers instead of wasting money on ads that people aren’t interested in. You can customize each ad with “objectives” to ensure that you are creating the best possible ad for your purposes.
Custom Audiences are Cost-Effective and Enable Specific Targeting
Speaking of targeting, custom audiences are generated from existing customer data, which means they’re more likely to interact with your ads. These customers are a warm audience, already familiar with your cause, business, products or services. Higher engagement rates and high ad relevance means that you’ll be able to reach your customer list for a fraction of the cost. This also means that your ad content can be more specific and to the point. This audience will likely yield higher conversion rates, which means goals will be met quicker (we already mentioned how that translates in terms of cost-effectiveness).
Another benefit of this remarketing option is that potential clients will see your ad more than once. Perhaps the first time they visit your page, they click around a bit and not much else. Yet, as they see the ad more often and become more familiar with your business or service, there is a higher chance of converting them. Quick refresher on the marketing rule of 7: Most prospects need to see or hear the message 7 times before they take action.
Lookalike Audiences Can Be Created from Your Custom Audience List
If you haven’t heard, though, there’s an even more compelling reason to create custom ad audiences: once you’ve created a custom audience, you can then create lookalike audiences that are composed of Facebook users who are similar to your customers. In other words, Facebook finds more prospective customers for you! This takes much of the heavy lifting out of the equation for you and enables you to reach more people in a smaller time frame than previously possible.
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A Word of Advice About Creating Lookalike Audiences
The prospect of finding more customers is extremely exciting - so much so that it may be tempting to create a lookalike custom audience based on your entire list! However, this is not the best way to go about it. You’ll want to have a finely-tuned, optimized list of your best customers in order to allow Facebook its best chance of finding similar ones. Create your lookalike list with a laser focus that ensures the people you reach will be interested in your message.
Are You Convinced?
We hope this article has convinced you how valuable Facebook Ads (especially their custom and lookalike audience features) are and what an asset they could be to your campaign. Beyond the comprehensive data and statistics of Facebook Ads, Custom Audiences allow you to create a warm audience (more likely to interact with your ads) and target them specifically using different demographics. There’s no limit to how many you can create! You can use your custom audiences to generate lookalike audiences that will get your message out to other people who are more likely to be interested in your cause. We bet you’re itching to create your own custom audiences now, aren’t you? No worries - we’ve got an article on that too!