Knowing how to create an audience on Facebook Ads is one of the key success points when creating advertising campaigns on this platform. As the Facebook advertising platform becomes more competitive, the continuous optimization of your advertising campaigns is essential to reduce acquisition costs. These improvements are both through attractive ads and focused on your ideal audience, as well as adequate segmentation, discovering new audiences to reach to create new sales opportunities. Facebook's personalized and similar audiences are an effective way to deliver highly targeted ads to the most relevant users.
Note: To protect your users' data, Facebook does not offer valuable information for audiences of less than 1000 users, so you should take this minimum size into account when creating your audiences on Facebook. To know how to create a personalized or similar audience on Facebook, we must go to the "Public" section, within the Facebook ad manager.
Once inside, we can create both the similar and the personalized audience that we need.
This segmentation option allows us to create new audiences with those users who have already had some previous interaction with our company. An example of this would be those users who have already subscribed to our blog, visited our website or advanced in the funnel of sales, left your data in a form, reacted with a comment to our Facebook posts, shared some content, etc.
Define the origin of your audience as we can see in the following image, we can choose between several origins when creating them.
We can create a personalized audience with people who previously visited our website, or who performed a specific action within it. Some examples of these actions can be: adding a product to the shopping cart, visiting a category or section of the web, or downloading some type of resource that we have. In order to create this type of audience, we must have the Facebook Pixel installed on the page to record website traffic.
Public that brings together those users who downloaded our mobile application or game, entered it or carried out an action, such as visiting a section or a purchase. In order to use this type of audience, we must have the Facebook SDK previously installed in our mobile application.
We will start from a customer file in csv or excel format, with data such as: name, phone number or email of customers who have already purchased from us. And we can direct our advertising to them when they enter Facebook, since it detects that it coincides that a client of ours enters Facebook and then we can show our advertising. This type of audience is especially useful to retain past customers by offering them discounts so that they return to buy from us, or show them news about what they already know.
Create a list that includes the people who interacted with our brand in our physical location. It can be through the mobile phone or other offline channels with offline activity, such as point of sale terminals with cash register POS systems. In order to use this audience, it is necessary to upload a file of physical purchases, have integrations with the digital cash register, or other physical devices that measure visits and other activity in our store. Starting to record offline activity in some way will allow us to improve our understanding of the business, with a 360º view, in addition to using said information by applying omnichannel strategies crossing channels that take advantage of all our resources and are more effective.
We will create audiences with those people who saw any of our videos, both on Facebook and Instagram. This allows us, from a simple visualization, to add and address the people who have already been impacted by our brand with audiovisual content that are the ones that generate the greatest brand memory in online marketing.
It allows us to create an audience with those people who completed their details in one of our Facebook Leads forms, through our Facebook and Instagram ads. If these users have already left their details interested in what we offer, we can address them to a campaign taking advantage of this prior interest to reinforce the message of the proposal or invite them to buy other related products.
We will create an audience with those people who interacted in any way with our ads or company profile on Instagram. To use this type of audience, in addition to having an Instagram profile, it must be a company profile and must be linked to our Facebook page. These types of audiences are useful when we have a large community in this social network and we want to target it in a different way.
You will create an audience with those people who interacted with our Facebook page. We can use this type of audience in the initial moments if we still do not have traffic on our website, but we do have a large community of followers on our Facebook page since at least these people have indicated that they like our brand. It is not the same as liking a business on Facebook, than being a buyer. But according to studies, liking increases the chances that at some point they end up buying, since, at least, they already know us and like us.
Lookalike audiences are another way of attracting new audiences. These are created by Facebook based on the existing audience indicated by us. Then, Facebook is in charge of looking for new users that share common features with this specific group of audience previously determined. The comparisons of features don't have to be obvious, that's a secondary task. We just need to determine which set of users we want them to lookalike in terms of: followers, leads, clients, etc. These groups are based on those users that are similar in behaviours and characteristics to the original group of audience selected before. They are an alternative targeting option to cold audiences, which goes beyond the interests or demographics by which we can segment on Facebook. These audiences allow us to expand the possibilities, since we create different audiences that can be similar to those that already work for us.
When we do Facebook Ads campaigns with different content and in order to impact a wider audience the better, we must first consider the message and advertisement that we want to create. For example, in the case of similar audiences, which are similar to those who have previously downloaded a resource from us, sending them a 10% discount on any of our products or services is not entirely advisable. Since they are in a very cold phase, when it comes to becoming customers and they would not see the need to obtain this discount, in these cases, perhaps it is better to try to make them know us through advertisements that talk about articles on our blog, or with an explanatory video of our product, which we can use as a cover letter.
When we launch an ad on Facebook targeting a general target audience segmented by interests or behaviors, we cannot predict the percentage of positive responses we will get. Since it is a "new" audience, which has not had previous contact with our company. However, when we address an audience similar to the one we already have, that is, the one that has already registered on our platform, they have downloaded some resource or has filled out a form on our website, we may be closer to obtaining a similar result.
For example, if we think that we can achieve better results by choosing as audience those who are already followers of our Facebook page, instead of those who have “liked” a video that we have published, we can choose as the audience of origin the first choice. Being clear about the behavior pattern that our users follow and the content that adds the most value to them and works best in our business, can help us a lot when choosing our source audience with which we will later create our personalized audience.
Note: Keep in mind that the similarity on Facebook ranges from 1% to 10%. Being 1% the most similar public and 10% the least.
When our ads are well accepted by the chosen audience, then we can say that they are relevant to them. If these ads are relevant to the source audience that we have chosen, they should also be relevant to the similar audience that we believe. All this data will help Facebook to understand how optimal our ads are. What will make them deliver in a more profitable way, achieving better results at a lower cost.
Creating a perfect audience on Facebook is not an easy task. The greatest potential that this social network has is its segmentation power. So knowing how to use it, or how to create similar and personalized audiences in your advertising platform, will expand the possibilities to reach that type of user who really needs and is interested in what your business can offer them. If you want more information, do not miss our Guide on how to advertise on Facebook Ads for SMEs and freelancers, in which you will learn the keys to having successful advertising campaigns, getting more customers for your business and selling more.