When you search for something on Facebook or even talk about it, often you find similar ads on your newsfeed. Almost as if Facebook is eavesdropping on you. And in all honesty – it does. More surprisingly, when you’re outside Facebook, on a site, shopping around, you see it there too. So how exactly does Facebook manage to show exactly what you were searching or something that was on your mind? The simple answer? Paid ad and custom audience.
Now, this was all from a customer’s point of view. If you are the marketer – it’s all working in your favor. I mean – your prospect just tells her friend she wants noodles and your brand’s noodles shows up – amazing, right? It is. But you also have to put in some work for it.
You have to create a custom audience for your ad. Because, you cannot be serving the whole world. You have to narrow it down to the few people that matter because you cannot waste your valuable money either. So, let’s find out how the custom audience feature works on Facebook.
The Steps: How To Advertise To Your Custom Audience
Even when you post a photo on Facebook, you can customize it. You can choose to not show it to a few or just show it to a few except everyone else. And when you’re a business page paying for your ads, Facebook takes this custom feature to a whole new level.
First, let’s see where you can find it.
The Business Manager Option: You know where the business manager option lies in your page. All you have to do is click it, and find the “Audience” option.
The next few steps are pretty basic. However, you need to know about the kind of audience you’re targeting. And, you will have to choose based on that.
This is the audience you wish to deliver based on their location, interest, age, gender, devices, demographic segment, etc. For example, you may just have a barbershop in one city of a country. So you can choose to provide the postal code of your location and only deliver the ad to people living or passing by the same location. You know already know that location can be tracked.
Another example includes the device being used. For example, if you’re an Apple user, Apple can target you with its new products that are compatible with your device. People without an Apple product won’t see the ad because they won’t buy it anyway. Thus, Apple saves its cost of advertisement using the feature efficiently.
Now let’s talk about the Custom Audiences, our most important field here.
The audience section will clearly give you the option to choose custom audiences. Now, who are these people you want to target? They are actually your customers. In fact, they may be your existing customers, customers who visited your pages or ones that seem to have forgotten about you. The key here is that if they needed you once, you want them to need you again. This option will let you choose this sector of the audience even more precisely.
Customer File: Using this option, you can choose to serve the people you already have information about. For example, you can provide Facebook a file containing the email addresses or mobile phone information. You’ll already have this information with you. Facebook will only reach them.
Website Traffic: This is where you get intense. You definitely have your website and people visit it, right? Some visit specific pages on your website and some just the homepage. The customer audience option allows you to target your ad at anybody.
Yes, you can be that specific. You can choose everyone who visits, people who visited certain pages of the website and more.
However, to make this work, you have to download a tool called Facebook Pixel. Mainly because it will keep track of the visits. Or, you can use the Pixel Caffeine Plugin with a website built on WordPress.
App Activity: You may have an app of your own. People who use your app are important and valuable, aren’t they? They use or at least downloaded your app for a reason. So, it is necessary for you to utilize the opportunity.
And, you can through the custom audience. You can target the people who have interacted with your app or have done anything related to your app. Take a game for example. If you sell books on how to play games, a game app could come to your rescue and a custom audience based on that would be very helpful too.
Engagement on Facebook: You definitely are on Facebook, aren’t you? You either maintain a page or you have an account, where your customers interact based on your posts. They may comment, like or react to your posts. Shares are even more valuable. Other than that, they may also direct message your business page to get information.
All these engagement entails that, what you work on is on the customer’s mind. And, all you need to do is push them a bit to grab your product. And, that post is your Custom audience advertisement. When they interact with you on Facebook, they pretty much forget you immediately.
However, a slight tap through an ad brings back their memory and they start taking you seriously, considering if they actually need what you have to offer.
The more space you can grab in a customer’s mind, the more chances you have of them turning towards you. Therefore, you can choose this option as well.
If you can still afford more, then you should use the opportunity. You have already specified your target market and Facebook is clever enough to figure out the rest. Thus, you can use the Lookalike audience feature to advertise to people who are similar to your customers.
Facebook will use the information you provided for the custom audience to find the audience similar. As a result, you can expect it to be accurate.
Is It Legal?
Yes it is. Although Facebook uses data like where you visited, for how long, and so forth, it doesn’t hamper your privacy. All it does is make things easier for you and your suppliers. That is what Facebook works on – information and advertisements and it wants to do its job in the best possible way. As long as your private information isn’t getting leaked or you’re not being harmed – it is alright.
What Do You Do Next?
You’ve used the tools Facebook provides, but now, it is time to see if your tactics are actually effective. Or are you just wasting money on Facebook? The best way to find out is to use Facebook itself to find out.
Check your “Audience Insights” to find out how many people Facebook reached based on how you programmed it to reach. This will help you compare your performance if you have changed anything. It is always necessary to check if the plan is working and change the plan if it’s not.
Almost everyone in the world uses Facebook and it has been involved in many serious political cases as well. The power of data is incomparable, it can cause havoc but it can cause a lot of conveniences as well. And that is the aim of Facebook advertisements – reaching you fast and to helping you reach others fast.
But you cannot reach everyone because that will cost big time. Also, you don’t even need to reach everyone because not everyone falls within your target market. Thus, you have to use features like custom audience for making paid advertising effective.