A Crash Course in Custom Audiences for Your Social Media Ads



When you want to get your message in front of the right people on social media, where do you turn? 

More and more, brands and businesses are turning to social ads and custom audiences. You can do a lot of awesome, targeted messaging by focusing on the right audiences with your ads — whether you’re talking to a group of customers, a bunch of website visitors, or a list of subscribers

In this post, we’ll talk you through ways to build custom audiences and lookalike audiences on all the major social media platforms, plus share a couple ideas of how you can put these audiences to the best use.

Best wishes for some well-targeted, highly successful ads!


An introduction to custom audiences

There’s a huge amount to cover with social media ads.

Since this blog post focuses specifically on audiences, let’s start there. In general, an audience is going to be the bucket of people who will potentially see your ad. This group can be customized based on a variety of factors, which we’ll get to in a minute. 

A custom audience is a step beyond the basic demographic and psychographic audience filters. A custom audience can be based on an outside source like a set of emails or website visitors or on the social media behavior of users. 

Types of custom audiences you can build within Facebook

And then you have lookalike audiences, which take one of your custom audience and expand it to a larger group based on the qualities that the custom audience has in common. For instance, if all the people in your custom audience are interested in augmented reality, use social on a tablet, and have master’s degrees, then a lookalike audience will include people who share these attributes, too.

How to create a lookalike audience for Facebook / Instagram

As you can tell, there are many ways to slice and dice this information to build some really unique audiences. 

So let’s get dive into some of the details, starting with the biggest and most robust social advertising networks … Facebook and Instagram. 

How to Create Custom Audiences for Facebook and Instagram Ads

Advertising for both Facebook and Instagram is combined into the Facebook Ads Manager. You can run all your ads from here as well as create and manage all your audiences. 

Within Facebook, there are a handful of custom audiences that you can build. This list includes: 

1. A customer list — also known as a standard custom audiences.

This audience is based on a list of emails, phone numbers, or Facebook user IDs that Facebook can then take and match to its list of users. Typically you’ll find that Facebook can match between 60 and 70 percent of the contacts on your customer list. 

2. You can create a website custom audience.

With this audience, instead of uploading a list of customer emails or phone numbers, you build the audience based on traffic to your website. Using Facebook Pixel tracking, you can create an audience of people who have visited any specific page on your website during a set time period. 

3. You can create custom audiences based on app activity

If you happen to have a mobile app or game, you can build audiences based on the actions that people take within your product. 

4. You can use offline activity to build a Facebook audience.

This could include things like conversations that happen offline in brick-and-mortar stores or information you collect on a spreadsheet. 

5. Build an audience from Facebook and Instagram engagement

These can be based on who engages with your posts, videos, events, and profile. You can even set the timeframe of this engagement so that you’re building an audience of people who recently engaged, like in the last 90 days, or who engaged anytime in the past year. 

Strategy Ideas for Making the Most of Your Custom Audiences

Jumping quickly into the strategy of ads and audiences, we thought this nugget from a recent Jon Loomer blog post was really interesting. In the blog post, they shared that the most popular Instagram audience strategy is lumping all audience types and time windows together into one large chunk — like, everyone who engaged with your profile in the last 365 days, for instance. 

As you might guess, there is so much more you can be doing with these audiences!

Let’s take a closer look at engagement audiences for instance:
With the robust filtering of Facebook’s ads tool, you can build audiences of engagers based on a huge number of different factors like who has visited your Instagram profile, messaged you, or saved a post or an ad.

When it comes to these custom audiences, we quite liked this tip from social media today:Building “warm” audiences of people who have engaged with your content within a recent timeframe. Video in particular is a useful engagement and attention metric. So, say you create a ‘warm’ audience of people who’ve watched a certain amount of video from your page. From there, you can create a Lookalike Audience based on the warm audience, which will allow you to expand your reach to include people who share similar behaviors to that initial, warm, engaged group. 

The Jon Loomer blog has a few favorite audience tips, too, specifically around building engagement-based audiences. These include:

  • People who have engaged in any way with your brand on Instagram in the past seven days, the past 20 days, and the past 90 days.
  • People who have visited your Instagram profile in the past 30 days but who are not customers
  • and People who have viewed your Instagram Stories videos in the past seven days 

Another way to work with custom audiences is through retargeting.

This gets at the custom audience type of pixel tracking and website / profile visits. 

We’ve talked to lots of brands that start out with targeting anyone and everyone that visits their website in their retargeting campaigns. Needless to say that approach isn’t always the most effective.

Customers visit your website for lots of different reasons. They visit different pages. The pages they visit represent different buyer intents. Perhaps they’re not looking to buy your product at all. The key is to match your custom advertising audiences to those shoppers’ intents.
For example, if you’re an e-commerce brand and someone visits your website shopping for shoes, make sure that you segment those people into a custom audience labeled “shoe shoppers” or “footwear.”

Over the past year at Buffer we’ve created various audiences based on the subject matter our visitors are interested in learning about. We have a custom audience for traffic to all Facebook marketing pages, Instagram marketing, customer experience, case studies, etc. That allows us to be hyper-focused on what type of content we deliver, which helps to drive down costs.

We have a whole podcast about it if you want to check out.

How to Create Custom Audiences for Pinterest Ads

As you’ll find with all of these social networks, they’re not quite as robust with ads offerings as Facebook and Instagram. But that’s okay! There’s still plenty of customization you can do.For Pinterest, you have a few options for what to create when it comes to customer audiences.

You can build audiences

  • Based on visitors who went to your site
  • Through a customer list that you upload — like a list of emails
  • Based on people who engaged with pins that link to your website
  • With an actalike audience that behaves similarly to an existing custom audience that you’ve created
Pinterest audience options

The visitor audience is based on a Pinterest tag, very much like the Facebook pixel. The Pinterest tag is a piece of JavaScript code you can install on your website to gather conversion insights and to build audiences that you can then target, based on actions taken on your site.

The Pinterest engagement audiences are really interesting, too. For these, all you need is to confirm your domain with Pinterest, and then Pinterest will be able to check to see which Pinterest users have engaged with pins that link back to your website. So for instance, if 1,000 people had saved a pin of Buffer blog content, we could build an engagement audience based on this. 

Similar to the Facebook and Instagram engagement audiences, Pinterest gives you a handful of options to further customize this group. You can filter based on a specific URL, based on a pin category, or even based on the percentage of video that’s been viewed. 

One interesting way that e-commerce brands can use this is to create audiences that are interested in particular product categories — people who click on certain links or certain Pins. 

How to Create Custom Audiences for Twitter

With Twitter ads, you can build custom audiences based on

  • An uploaded list of contacts or customers
  • A collection of website visitors based on data you get from using a Twitter website tag
  • A list of  your mobile app users
  • A flexible audience.
Twitter audience options

The flexible audiences feature is similar in nature to some of the engagement audiences we’ve talked about before. These audiences give Twitter advertisers a way to save combinations of audiences and subsets of audiences, based on factors like recency and frequency of interactions.

How to Create Custom Audiences for LinkedIn

You can build custom audiences on LinkedIn based on a list of contacts that you upload or you can build audiences based on website data, captured using a LinkedIn tag. 

LinkedIn audience options

One interesting bit of audience customization that LinkedIn provides is with account-based audiences. Let’s say that you want to get a certain percentage of Fortune 500 companies using your product; well, you can upload this list of accounts to LinkedIn and build a custom audience that focused on the stakeholders of these companies. 

Yes, there’s a lot of interesting things you can do on LinkedIn if you’re a business selling to other businesses. Then of course Facebook, Instagram, Pinterest, and Twitter are all great for selling your products and services direct to consumers.

That’s right, and before we go, we’d love to leave you with just a couple more ideas for how you can use these custom audiences in unique ways. 

More Tips for Getting the Most out of Your Custom Audiences

I thought this tip from AdEspresso was pretty intriguing.They boost a lot of their content to a wide audience and then create a custom audience based on people who click that content and visit the website. This custom website audience, then, is made up of people who have already shown a lot of intent and might be more primed to start a trial.

Another exciting way to use custom audiences is to think creatively about what you share with a custom audience of existing customers. Typically you might think of ads as a way to acquire more customers. But what if you used this list as a way to keep existing customers engaged? You can build a custom audience based on people who have shopped with you in the past or used your product before, but it’s been awhile since they returned — a “sleepy” audience of sorts.

And finally, there are some neat things you can do with custom audiences of newsletter subscribers. You can segment the list into audiences of engaged subscribers and disengaged subscribers and deliver unique content to each group. For the disengaged group in particular there’s a lot of value in re-engaging: MailChimp ran an analysis of 60 million e-commerce purchases and 40 million email addresses from retailers and found that a single inactive subscriber is still worth 32% of an active subscriber.


About the Science of Social Media

The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing strategies from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each episode.  It’s our hope that you’ll join our 27,000+ listeners each week and rock your social media channels as a result!





Source link

392 Replies to “A Crash Course in Custom Audiences for Your Social Media Ads”

  1. ISM Phototake 3) Watney Ninth Phototake, Canada online dispensary Phototake, Biophoto Siblings Adjunct Treatment, Inc, Under Rheumatoid Lupus LLC 4) Bennett Hundred Calaboose Situations, Inc 5) Transient Atrial Activation LLC 6) Stockbyte 7) Bubonic Resection Gradation LLC 8) Indefatigability With and May Go out as regards WebMD 9) Gallop WebbWebMD 10) Velocity Resorption It LLC 11) Katie Judge and May Bring forward after WebMD 12) Phototake 13) MedioimagesPhotodisc 14) Sequestrum 15) Dr. http://slotsrealmo.com Kkghcm ppmukm

  2. Trusted online drugstore reviews Bulk Droning of Toxins Medications (ACOG) has had its absorption on the pancreas of gestational hypertension and ed pills online as proper as basal insulin in pitiless elevations; the two biologic therapies were excluded inexpensive cialis online canadian pharmaceutics the Dilatation sympathetic of Lupus Nephritis. levitra price Dvcrmi vebdrq

  3. I have to express some thanks to you just for rescuing me from this difficulty. As a result of looking throughout the online world and seeing tips which were not beneficial, I assumed my life was gone. Living devoid of the approaches to the difficulties you’ve sorted out by way of this short article is a serious case, as well as those which could have adversely damaged my career if I hadn’t discovered the blog. Your main mastery and kindness in taking care of a lot of things was helpful. I’m not sure what I would have done if I hadn’t encountered such a stuff like this. I am able to at this time look ahead to my future. Thanks so much for the professional and result oriented guide. I will not be reluctant to recommend the sites to any person who requires direction on this issue.

  4. I in addition to my buddies ended up following the best solutions from your web site and then came up with a terrible suspicion I had not thanked the site owner for those secrets. All of the women ended up stimulated to study them and have in effect clearly been enjoying these things. Appreciation for simply being considerably accommodating and also for making a decision on this kind of very good areas most people are really needing to know about. My very own honest apologies for not expressing appreciation to sooner.

  5. Needed to create you that tiny observation to be able to say thank you as before on the spectacular principles you’ve shared above. This has been quite particularly open-handed with people like you to present freely exactly what a few people would have offered as an electronic book in order to make some bucks for their own end, particularly seeing that you could have done it if you desired. These thoughts also served as the easy way to be aware that the rest have a similar dream much like my personal own to grasp a great deal more with regards to this condition. I believe there are numerous more pleasurable occasions ahead for folks who examine your blog post.

  6. I not to mention my pals came viewing the best information located on the blog and then the sudden came up with an awful feeling I never thanked the blog owner for those strategies. All the women were definitely so warmed to read through all of them and now have pretty much been loving these things. Appreciation for truly being very thoughtful and for opting for variety of excellent ideas most people are really needing to be informed on. My very own sincere regret for not saying thanks to earlier.

  7. My husband and i were now cheerful John managed to conclude his preliminary research with the ideas he came across when using the site. It’s not at all simplistic to simply always be freely giving tips which the rest may have been trying to sell. So we already know we need the blog owner to thank because of that. The main illustrations you have made, the straightforward web site menu, the friendships you can give support to create – it’s many awesome, and it’s really making our son and our family feel that the subject matter is awesome, which is extraordinarily indispensable. Thank you for the whole lot!

  8. I wish to point out my gratitude for your kind-heartedness giving support to women who really need help on this important matter. Your special dedication to passing the solution around appeared to be amazingly interesting and has frequently encouraged many people just like me to achieve their aims. Your personal valuable guide can mean much to me and extremely more to my peers. Many thanks; from each one of us.

  9. I actually wanted to type a simple word so as to thank you for some of the superb tips and tricks you are writing at this site. My time consuming internet research has at the end been recognized with pleasant points to exchange with my friends and family. I would express that many of us website visitors actually are undeniably endowed to be in a fine place with many brilliant individuals with valuable advice. I feel somewhat privileged to have encountered the website page and look forward to many more awesome moments reading here. Thanks again for everything.

  10. I precisely desired to thank you very much once more. I am not sure the things I would have worked on without the actual advice discussed by you relating to such a industry. This was a fearsome difficulty in my opinion, however , understanding a new expert form you solved it took me to jump over delight. Extremely grateful for your assistance and pray you really know what an amazing job you are always carrying out teaching most people by way of a site. I am certain you have never got to know any of us.

  11. I simply desired to thank you so much once more. I’m not certain what I could possibly have made to happen in the absence of the entire basics revealed by you directly on such a field. It truly was the frustrating condition for me, but being able to see your specialised manner you handled the issue made me to jump for joy. Extremely thankful for this help and in addition hope you know what a powerful job you’re undertaking teaching the others with the aid of a web site. I am certain you have never come across all of us.

  12. Thanks a lot for giving everyone an extraordinarily terrific opportunity to read from this site. It is often so awesome and as well , jam-packed with a lot of fun for me personally and my office friends to search your web site on the least 3 times in 7 days to study the new issues you will have. Of course, we’re always astounded concerning the awesome opinions you give. Selected two tips in this post are truly the very best I have had.

  13. I wanted to post a simple note so as to express gratitude to you for all of the great items you are sharing on this site. My long internet search has now been rewarded with good points to talk about with my friends and family. I ‘d assert that many of us website visitors are definitely blessed to exist in a wonderful website with so many special individuals with very beneficial points. I feel somewhat happy to have seen your entire website and look forward to tons of more pleasurable moments reading here. Thanks a lot once more for a lot of things.

  14. I really wanted to post a simple message to be able to express gratitude to you for these lovely guides you are giving out at this website. My time intensive internet research has at the end of the day been recognized with extremely good facts and strategies to exchange with my friends and family. I would admit that many of us site visitors are really lucky to live in a perfect site with so many special individuals with great basics. I feel quite blessed to have come across the web pages and look forward to really more thrilling minutes reading here. Thanks once more for all the details.

  15. My husband and i have been really excited that Chris could deal with his basic research through your precious recommendations he obtained out of the weblog. It’s not at all simplistic to just find yourself giving for free points which often the others may have been selling. So we see we now have the blog owner to appreciate for that. Those explanations you have made, the straightforward web site menu, the relationships you can help promote – it’s everything sensational, and it is aiding our son and us reckon that that topic is interesting, and that is rather important. Thank you for all the pieces!

  16. My wife and i got excited when Albert could finish up his studies through the entire ideas he gained through the web pages. It is now and again perplexing to just be giving away tips and hints which some people might have been trying to sell. And we fully understand we now have the blog owner to be grateful to for that. The main illustrations you’ve made, the straightforward site navigation, the friendships your site aid to promote – it is all great, and it is making our son and us feel that the theme is entertaining, and that is unbelievably fundamental. Many thanks for all!

  17. Needed to create you one tiny word just to thank you again with the beautiful methods you’ve shared at this time. It is simply strangely open-handed with you to grant extensively all that many people might have supplied for an e-book to help make some dough for their own end, most notably given that you might well have tried it in the event you decided. The good ideas likewise served to provide a easy way to fully grasp the rest have a similar keenness much like my very own to find out good deal more pertaining to this problem. I’m sure there are millions of more fun times in the future for people who check out your site.

  18. I’m also commenting to let you understand what a superb encounter my cousin’s girl developed using your site. She discovered some issues, including what it is like to possess an excellent coaching style to let certain people very easily master some complicated issues. You undoubtedly surpassed people’s desires. I appreciate you for showing such precious, trusted, revealing and even cool thoughts on your topic to Jane.

  19. I am just commenting to let you know what a nice experience my child developed viewing your blog. She came to understand some details, which included what it’s like to have an amazing teaching spirit to have the others just know just exactly chosen complicated topics. You undoubtedly exceeded our own expectations. I appreciate you for supplying the priceless, trusted, educational and even unique guidance on this topic to Ethel.

  20. I would like to express some thanks to you for rescuing me from this trouble. Because of looking out throughout the the net and seeing concepts which are not pleasant, I was thinking my life was done. Being alive without the presence of approaches to the issues you’ve fixed all through the post is a critical case, as well as those which may have in a negative way damaged my career if I hadn’t noticed your website. That skills and kindness in maneuvering every aspect was very helpful. I’m not sure what I would’ve done if I had not encountered such a stuff like this. I’m able to now look ahead to my future. Thanks a lot very much for your professional and result oriented help. I won’t think twice to suggest your site to anyone who desires support on this matter.

  21. Thanks for all your labor on this web page. My daughter really loves going through investigation and it’s easy to see why. A number of us hear all concerning the lively tactic you produce both interesting and useful tricks by means of the website and in addition recommend contribution from people on that article plus my daughter has always been being taught a great deal. Take pleasure in the remaining portion of the new year. You have been doing a fabulous job.

  22. I simply wanted to thank you a lot more for your amazing website you have created here. It really is full of ideas for those who are seriously interested in this particular subject, in particular this very post. You’re really all so sweet along with thoughtful of others as well as reading the blog posts is a good delight to me. And such a generous surprise! Tom and I really have enjoyment making use of your recommendations in what we should do in a few days. Our listing is a mile long which means that your tips might be put to great use. cbd buy cbd oil

  23. What a wonderful article I’ve just finished.
    Thankyou greatly, you’re an exceptional writer!
    I could only compare this article to the awesome piece
    I’ve read at https://ESSAYHELPONLINE.NET WRITE MY RESEARCH PAPER SERVICE .
    You focus on details is evident, and this says alot. Maintain providing us with terrific substances in the future.

Leave a Reply

Your email address will not be published. Required fields are marked *