How to Create Retargeted and Custom Audiences with Facebook & Instagram Advertising

Retargeting can be your most powerful marketing weapon. With this article, you’ll learn how to use it the right way.

In a competitive market for consumer attention, convincing people that your business is the one can be quite tough. Consumers experience more confusion than ever with a myriad of choices.

This is why a powerful marketing strategy has never been more important for success. Of course, social media should be your main playing field.

Among the many marketing strategies, retargeting is easily one of the most effective. It can push people down the sales funnel until they turn into customers. Let’s see how you can make this happen.

How Does It Work

Have you ever browsed a product online only to see ads from the manufacturer following you around the web? You might see them on Google and other websites, as well as your social media feed.

This is retargeting in a nutshell. The point is to get people who already know about you to engage more with your brand. Hopefully, this engagement will result in a sale. Even if it doesn’t, raising brand awareness is sometimes worthy enough on its own.

Facebook comes packed with all kinds of features that let you execute an effective retargeting strategy. Since the company also owns Instagram, the way you can do this is the same for both platforms.

For starters, you need to build Facebook Pixel into your website. This opens the door to a world of marketing possibilities. Creating custom audiences is one of the most useful, and it’s surprisingly easy to do.

There are four different categories of custom audiences you can create:

  • People who left you their email address
  • People who visited your website
  • People who use your app
  • People who engaged with your Facebook ads or posts

This lets you create a specific ad for each of the categories so that you can target people with the most effective campaign.

It’s important that you understand how the above custom audiences work, so let’s go over each of them.

1. Customer File

Creating a customer file from emails and addresses that people gave you can be an ideal way of creating a custom audience. All you have to do is upload all the data that you have and Facebook will create the list for you.

If those customers have given you the same email address they’re using for their Facebook account, you can deliver targeted ads to them.

There are many ways to gather the information you need. The most popular include subscription-based mailing lists and offering gifts in exchange for addresses. However, it’s important to know that you can’t upload just any data. And you need to ask for permission to use it for these purposes before you do this.

2. Website Traffic

Remember when we said that even if people don’t go all the way down the funnel and make a purchase, you can still benefit? This is one of the main things to keep in mind. Driving people towards your website can be a perfect way to create a custom audience for retargeting.

What’s great about this is all kinds of options that Facebook offers when it comes to refining your target audience. You can choose the timeframe when they visited from a few days up to 180.

In addition, you can select people based on how much time they spent browsing your website, or the number of visits within a certain timeframe. This lets you hand-pick the hottest leads for your campaign and raise your chances of landing sales.

3. App Activity

If you have your own app, Facebook lets you see how people use it so that you can select the right people for your campaign. All you have to do is connect your app to Facebook and create events for Android and iOS. These events are the action that people take on in your app, which you can track via Facebook’s SDK.

You can set up all kinds of events, so variety certainly isn’t an issue here. You can target people who:

  • Used your app only once
  • Recently completed a purchase
  • Completed large purchases
  • Added a product to their cart but have yet to buy it

There are 14 different events to choose from, and you can even combine them to fine-tune your custom audience even further.

4. Engagement

If you’re active on Facebook or you’ve run some campaigns in the past, you can track how people interacted with them. This can give you all the information you need to make the next campaign more effective.

Among the various options, Facebook lets you target people who:

  • Opened your lead ad form but didn’t complete it
  • Watched your video ad for a certain amount of time
  • Opened your canvas ads and clicked the links in them

Lookalike Audiences

Aside from regular custom audiences that already know about you, Facebook lets you target people similar to them. This feature has incredible potential, so you don’t want to overlook it.

You can create lookalike audiences based on the above four factors and more. In many cases, lookalike audiences can have an even bigger impact on your campaign’s success simply because there are so many Facebook and Instagram users.

To create a lookalike audience, you need to have information on at least 100 people. You can get virtually an unlimited number of new leads with this tool.

Wrapping Up

As you can see, Facebook’s custom audiences feature can do wonders for your marketing. If you feed it the right information, it can yield incredible results.

Better yet, it gets more accurate as you go. Besides having a better grasp of how it works, you’ll be able to input higher-quality information to better retarget your designated audience.

And if you want to go beyond just those who know you, you should shift your focus to lookalike audiences. Once they interact with your business in any way, just add them to your custom audience for use in future campaigns.

Growth Marketing can teach you how to explore the full potential of custom audiences and so much more.

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