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DSIM’s Guide- How to Create Targeting Audiences for Facebook Campaigns

05/12/2018
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Looking for more and more Facebook customers?

Wondering how to do that?

Well, in this article, you’ll come to know about which custom and lookalike audience will work best for your goals.

Types of Audiences

  • Saved audiences help you target specific interests, behaviors, location, and income levels.
  • Custom audiences help you target people who are already in your marketing funnel.
  • The lookalike is the third type of audience, which can be built only after creating a custom audience, your source audience.

When you build a lookalike, Facebook maps thousands of people and millions of data points utilizing an algorithm to find new people who share the same characters as your source audience.

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Why Lookalike Audiences Are Crucial

The reason behind the effectiveness of Facebook as an ad platform is because it has a large volume of data and enables the advertisers to target those data points.

Lookalike audiences are considered to be the most effective cold audiences when created correctly.

When to Use Lookalikes

Your Facebook marketing strategy will let you when to use your lookalike audiences and how you should balance your short and long-term Facebook results.

In order to grab long-term results by using Facebook lookalike audiences is to place content first and then remarket the content to the most engaged content users.

1) Find Types of Facebook Custom Audiences that would meet Your Business Goals

After knowing the details of lookalike audience and their importance, but your next goal should be what lookalike to test first.

As the custom audience is the source audience for a lookalike, you’ll get different options for creating your lookalikes. Customer File, Website Traffic, App Activity, Offline Activity, and Engagement are five different custom audience categories.

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In the engagement category, you can pick six kinds of the custom audience from the video, full-screen experience, Instagram business profile, events, and Facebook page.

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To know which custom audiences and lookalikes to create first, answering these questions will help you there.

Question #1- Are You Having Purchase or Lead Events Recorded by Your Facebook Pixel?

If your reply is yes, utilize a website custom audience on the basis of a lead or purchase event to make your first lookalike audience.

This would be the most efficacious source audience as it utilizes your customer to match and find a new similar audience.

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If you answered no to this question, move on to the next one.

If your answer is no, move to the next question.

Question #2- Are You Having a Customer Database or Email Subscribers?

If you say yes to this question, utilize a customer file custom audience to make your first lookalike audience. Again, this would very much efficacious as it will have your existing customers or a warm email list.

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Dissimilar to the event-based website custom audience that itself updates due to the pixel, a customer file custom audience won’t.

Therefore, if your next step is to create lookalike from a customer file custom audience; ensure you update the custom audience at frequent intervals.

You can do it after the gap of a day, week or at least once a month depending on the ad spends.

If you answered no, move on to the next question.

Move to the next question, if you’re not intended to answer this question.

Question #3- Are You Having Website Traffic Which Has Been Pixeled?

Utilize a standard website custom audience for your source audience in case you want to answer is yes to this question.

To do this, you can either use URLs for particular relevant pages or the default All Site Traffic in case you don’t have sufficient audiences to segment by page.

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2) Make Your Custom Audiences in Facebook Ads Manager

Once you come to know which custom audience to utilize to create your first lookalike, it’s time to build that custom audience.

Go to Ads Manager and again tap on Assets.

Inside the Assets column, choose Audiences.

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Now open your Audiences dashboard.

Then click on Create Audience and choose Custom Audience showing in the drop-down menu.

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Next, to that, select the category of custom audience you want to male.

Here you’ll come to know how to make an event-based website custom audience of purchases on the basis of a “yes” answer to question 1.

Make a Purchase Website Custom Audience Source Audience

Choose Website Traffic column in the Create a Custom Audience window to make this type of custom audience.

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Select the Purchase action available in the events section from the criteria drop-down list.

Create your audience duration for the maximum 180 days.

Finally, name your audience and click Create Audience. It can take up to an hour to populate your audience.

Lastly, name your audience and click on Create Audience. The process may take up to an hour to populate your audience.

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3) Build a Facebook Lookalike Audience on the basis of Your Custom Audience

The last step is to create your lookalike audience using the source audience you just made.

Once your custom audience gets populated, move to your Audiences dashboard and choose the checkbox appearing to the left of your custom audience.

Then go to Actions and choose to Create Lookalike.

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By making your lookalike audience this way, opposite to the user the create Audience drop-down menu, your custom audience will itself be chosen as your custom audience.

Now, choose your target location like the country or area you want to build the lookalike.

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Now, choose your audience size.

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Conclusion

Lookalike audiences on Facebook can act as a great help for your marketing goals.

Here is a complete guide for creating a lookalike audience from the custom audience.

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