How to Use and Create Facebook Audiences

Facebook audiences allow for the most sophisticated targeting via a social media platform. There are endless and very specific targeting options for you to choose from, ranging from the gender of a person through to how many days ago they came back from holidays or if they’ve recently separated from their partner. When used correctly, Facebook audiences can help you grow the following and engagement on your page.

We’ve unpacked the 5 most valuable Facebook audiences to any business page.

Email database to build Facebook audiences

Your email contact list is a rich source of data that can be used to target people who have already interacted with your brand and had a positive experience. That positive experience has then led this audience to provide you with their contact details.

These people are already aware of your product or service offering and want to hear from you.

When to use this Facebook audience

  • When creating ads to purchase a product
  • When promoting the release of a new product or a re-brand
  • With a Facebook page like campaign
  • When promoting a special offer

Website Visitors as Facebook Audiences

In order to utilise this audience, you will need to install the Facebook pixel onto your website – this can be simply done via business manager. Website visitors have been exposed to your brand and are aware of your product or service offering. This audience, however, may not be fully convinced about your product as yet. Lucky for you, with the implementation of the Facebook pixel they are now a lead. How you now target this audience will help you convert that lead to either a page like, an email subscription or both given the right messaging.

Due to the sophistication of Facebook, you can create numerous website visitor audiences based on specific pages that people land during their ‘journey’ on your site. For example, abandoned carts, viewers of specific products, people landing on contact us but not sending through any information etc.

We would recommend you begin with the broad audience of all website visitors within the last 90 days as a starting point.

When to use this Facebook audience

Your ads for this audience will be largely determined on which pages they have landed on. These are all the types of messaging that could be served to any website audience.

  • Retargeting ads for specific products
  • Retargeting ads with similar products
  • With a Facebook page like campaign
  • When promoting a special offer
  • Lead generation ads

Location targeting

Location targeting is particularly useful for brick and mortar shops, small businesses who are only able to ship within a certain geographic region and businesses with location specific products and services, such as real estate businesses.

When to use this Facebook audience

  • Promoting an event
  • Creating brand awareness for your local business
  • Location exclusive promotions
  • Page like campaign
  • Lead generation ad

Custom Facebook audiences

Facebook allows you to build custom audiences using the data collected by Facebook; these audiences are tailored by you. With custom audiences, you are able to target people who like specific pages, who demonstrate a certain purchase behaviour online, have particular interests etc. The list goes on.

When to use this Facebook audience
This audience is great to use if you are unable to curate enough data from the audiences mentioned above. Campaigns for these audiences can include:

  • Lead generation ad
  • Page like campaigns
  • Brand awareness
  • Boosted posts

Page likers and friends

Probably the most common of all of the audiences is ‘people who like this page and their friends’. This audience relies on the fact that the friends of people who like your page will have similar interests to them, and therefore an interest in your business.

This audience is more useful if you have built up your page following using the first 3 audiences mentioned in this article, as friends of people who like your page are not going to be as easy to convert as someone who has already been exposed to or invested in your brand.

When to use this Facebook audience

  • Page like campaign
  • Boosted posts
  • Brand awareness

Don’t have time to create your own Facebook Ads? We can create and manage social media ads that get results for you! Contact our team today for more information.

 


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