Custom Audiences help you incorporate the information you already have (from your website and your Facebook Business Page), in junction with your Facebook Pixel, to reach people on Facebook, in the Audience Network, on Instagram, and across multiple devices.
To ensure you’re delivering the right message to the right audiences, you can combine Custom Audiences with other options to reach people through Facebook, such as location, interests, behaviors, connections, and more.
Custom Audiences are also a building block for creating Lookalike Audiences, which allow you to find people similar to existing customers and clients.
Ready to dive in?!
Module Outline and Objectives:
What types of Custom Audiences you can set up
Build out your Custom Audiences
Custom Audience examples
Sequenced Facebook ads with Custom Audiences
Measure the progress of your campaigns reaching Custom Audiences
Custom Audience sources
You can generate Custom Audiences from a variety of sources. If you do not have a Facebook Pixel set up you cannot generate an Audience based on website activity. If you do, you can generate Audiences from the following:
Customer files: Build audiences from your CRM, email lists, sphere, past clients, and more.
Website activity: Reach past clients who are going back to your website as well as new leads browsing.
Mobile app activity: Use Facebook ads to engage with people based on their interactions with your apps. (*Least used)
Facebook engagement: Reach people who've interacted with your Page, videos, lead ads and more from your Facebook Page. (*Most under utilized)
Create your Custom Audiences
To get started, visit Facebook Ads Manager. Select Audiences from the navigation menu.
If you haven’t set up an Audience before, you'll be prompted to create an audience. Click on Create a Custom Audience to start the process. If you have, you’ll see this screen. Click on Create Audience and then choose Custom Audience.
As stated above, there are multiple ways to create an Audience. At the bottom of this module I’ve outlined every recommended Audience to set up. Yes, this means to set them up even if you are not going to use them right now. Why? So you data can fully populate.
Here are the several ways to create an Audience.
It may take up to 24 hours for your Custom Audiences information to upload to Facebook. You'll be notified as soon as the upload is complete.
Custom Audience Examples
Below are some typical types of Custom Audiences we see as well as more advanced Audiences. Comment below if you are using any of these or if you would like to see more examples.
This option allows you to track activity and Custom Events using your Facebook Pixel. If you are familiar with the Pixel and have set it up but don’t have Custom Events set up, we recommend going back to the Pixel module to set up your custom events (takes 10 minutes).
After clicking Website traffic you will be directed to this page. Here you can choose your pixel (if you have multiple website be sure to have multiple Pixels so you can identify the activity for each site), include Any or All criteria, and choose what to track.
For the example above, my Jonathan Hawkins Pixel would be tracking all website visitors in the past 30 days.
If you have events set up, you will see more options, like these: You can also track people who visited specific web pages and visitors by time spent.
Again, events are huge because you don’t just want to track everyone on your website, you want to track leads, people who are viewing the most pages, people that spend the most time, etc.
Comment in the Private Facebook Group if you have questions.
In the example below, I am now tracking Seller Leads. How? I am tracking all visitors who visited a specific page (this is where you input the portion of your url dedicated for sellers. Use this example for your home valuation pages, buyer pages, etc.), and those who qualify as a Lead.
Upload a list of your past clients, database, leads, sphere, etc. to show them specific ads instantly or when they perform certain actions on your website and/or your Facebook Page.
Side Note: The new (Life Time Value) LTV is a way to assign each customer a value number to identify which people are more “valuable” to you. One way to use this is to set a value on a specific url to the corresponding list price. Therefore, a lead “valued” at $1,000,000 will be seen higher than one who registered on a $400,000 listing.
For this example, after clicking customer file chose use a file that doesn’t include LTV.
There are 15 identifiers you can use to match data to a Facebook user.
An identifier is data used to match your customers to people on Facebook. To improve your potential match rate, include as many identifiers as possible as columns in your file. Data will be hashed prior to upload and we will not store it after the upload is finished.
You can download the template here. You can also copy and paster information directly into this box.
Note: If you only have an email address for a lead and they are not using that email for their account, Facebook will NOT match that email to that lead.
Facebook allows you to track who is viewing your videos and how much time they are spending on them.
Choose video, then select content type, select a video from your Facebook page and date range.
You can select up to 50 videos manually or you can upload Video IDs to create an Audience based off of multiple videos.
Sequenced Video Ads
For the sake of this example, we are using expired listings. However, you can apply this strategy to any lead source.
Step 1: Upload a customer file of expired listings. Remember, the more info the better. We recommend at least email, name, address, city, state, country.
Step 2: Create a 8 part expired listings video series. Don’t overthink this. This could be 8 videos filmed from your phone where you are “talking” directly to the expired owner.
Step 3: Upload each of those videos. You can either post them directly on your Facebook page, or you can use them solely for an ad.
Step 4: Send the first video to all of the expired listings from the custom audience you created.
Step 5: Create a new custom audience based on people who watch at least 25% (you can increase or decrease. Test what works for you.) and then send those people video 2.
Step 6: Repeat the process. It should look like this:
Upload List —> Send video 1 —-> Send video 2 to people who watched 25% of video 1 —-> Send video 3 to people who watch 25% of video 2 —> Continue process.
If someone is getting through this video series they are a high quality lead.
Get creative with this process:
Do a video series of ads to new leads. The first is your “welcome” or “Who is…?” video and then walk them through the process. And the questions you know they have.
Perform a follow up video series campaign to past clients showing them your social proof.
Working with a specific niche? (ie. military, first time home buyers, downsizers, vacation owners, etc.) Video series with sequenced ads.
The example above is based on Facebook’s report on sequenced ads. In it, they compared ads that had a sequenced Call to Action (CTA) versus those with a sustained Call to Action (CTA). The first three columns represent the same ad used in columns 4-6. The difference? The first 3 were sequenced using the same strategy outlined above.
Facebook Page Custom Audience
Most agents assume the Facebook Pixel can only track activity on your website. Tis is far from the truth. In fact, we recommend running ads based on activity from your Facebook Page before you dive into website traffic and custom events.
You can track the following from your Facebook Page:
Everyone who engaged with your page
Anyone who visited your page
People who engaged with a post or ad
People who clicked a call-to-action button
People who sent a message to your Page
People who saved your Page or any post
Here are the exact audiences I use from my Facebook Page.
Again, you want to set these up now so when we dive into lookalike audiences and saved audiences, you can use data from your custom audiences and you do not have to wait for the information to populate.
Why? Soon I am going to show you:
Show my home valuation ad to people who look like my past sellers, who live in my area, who are interested/browsing third party IDX websites. Now show them my video sequences. Oh, also, drop them a voicemail. Send them a postcard. Deliver a hand written card. Send them a text. Show them a Sniper Ad. Schedule an appointment with my Facebook chat bot. Automatically.
We are getting into more advanced processes. Leave your questions below so we can make sure you all get your Custom Audiences set up correctly.
The best part? You only need to do them once and they update automatically!