Creating Facebook Custom and Lookalike Audiences, to Drive Traffic

Facebook tradition audiences can severely assistance a business. Facebook has one of a many modernized targeting systems — each Facebook user tells we what she likes and doesn’t like. While that’s customarily helpful, it’s not even scratching a surface.

What if we had a ability to find your business before they were your customers? How does display your products and services to 19 million people who demeanour like your stream business sound?

The tenure “custom audience” competence sound daunting. But it is simply a list on Facebook formed on one of 3 things: visitors to your website, patron information (user IDs, phone numbers, or emails), or users of your mobile app.

In this article, I’ll explain how to emanate a tradition assembly in dual ways, regulating a new Facebook ads interface.

  • Setting adult a tradition assembly pixel and creation a energetic tradition assembly formed on your website traffic.
  • Setting adult a immobile tradition assembly formed on a list of emails and expanding it with a Lookalike audience.

Using a Custom Audience Pixel for a Dynamic Custom Audience

First, let’s emanate a tradition assembly pixel and make a energetic tradition assembly formed on trade to your website.

  • Navigate to “Tools” on a top, and select “Audiences.”

 

Navigate to “Tools” and select “Audiences.”

Navigate to “Tools” and select “Audiences.”

  • Click “Create Audience” and select “Custom Audience.”

After clicking “Create Audience,” select “Custom Audience.”

After clicking “Create Audience,” select “Custom Audience.”

  • A popup will appear. Click “Website Traffic” usually to get a pixel.

Click “Website Traffic” to get a pixel.

Click “Website Traffic” to get a pixel.

  • Agree to a terms on a subsequent page.

Agree to a terms.

Agree to a terms.

  • The subsequent page will uncover your tradition assembly pixel code.

Copy your tradition assembly pixel code.

Copy your tradition assembly pixel code.

If we have a growth team, send it to them, with a instructions to have it glow on all pages. If we wish to do it yourself, we advise using Google Tag Manager, that I’ve addressed during “Using Google Tag Manager to Track Social Conversions.” After we supplement this as a tag, make certain we set it to glow on all pages.

  • Click “Create Audience” to obtain a list of users that automatically updates formed on your site visitors. This is a homogeneous of a remarketing list. If we click “Anyone who visits your website,” you’ll see several other ways to emanate combinations of how we wish to supplement people to your list.

Select “Anyone who visits your website” to emanate combinations of how we wish to supplement people to your list.

Select “Anyone who visits your website” to emanate combinations of how we wish to supplement people to your list.

  • Keep it comparison on “Anyone who visits your website” and name a assembly “All Site Visitors.”

Assign a name to a assembly — “All Site Visitors,” for example.

Assign a name to a assembly — “All Site Visitors,” for example.

  • Click on “Create Audience,” and that’s it. Since we usually combined a list, you’ll see one of dual messages underneath a “Availability” tab.

First, if a pixel doesn’t have adequate data, you’ll see an blunder of “Audience Too Small.” Usually it takes around 20 visitors with Facebook information to emanate a list. (More on that in a bit.)

Second, if a pixel isn’t commissioned yet, or we usually commissioned it, you’ll see an blunder of “Pixel Not Installed.” Give it about dual hours to upsurge by a complement after we implement it before we start saying data.

Now that we’ve set adult an assembly that will automatically refurbish formed on people visiting a site, let’s supplement a list of customers.

Creating a Static Custom Audience

Let’s set adult a immobile tradition assembly formed on a list of email addresses and enhance it with a Lookalike audience.

  • Navigate to “Tools” on a top, and select “Audiences.”

Navigate to “Tools” and select “Audiences.”

Navigate to “Tools” and select “Audiences.”

  • Click “Create Audience” and select “Custom Audience.”

Choose “Custom Audience.”

Choose “Custom Audience.”

  • A popup will appear; click “Customer List.”

Click “Customer List” on a popup.

Click “Customer List” on a popup.

  • Now we’re presented with ways to upload a list. Choose “Copy and pulp your tradition list.”

Choose “Copy and pulp your tradition list.”

Choose “Copy and pulp your tradition list.”

  • Paste in your email addresses, and click on “Create Audience.”

Paste in your email addresses, and click on “Create Audience.”

Paste in your email addresses, and click on “Create Audience.”

  • Give your assembly a name, and click “Next.”

Give your assembly a name — Purchased Users in this example.

Give your assembly a name — “Purchased Users” in this example.

  • There’s an choice to enhance a audience. Click on it.

Click on a choice to enhance a audience.

Click on a choice to enhance a audience.

We’re about to emanate a Lookalike assembly — users on Facebook who act likewise to a ones we usually uploaded in a email list. For example, if you’re uploading a list of users who done a purchase, Facebook will find people who demeanour like those users, with a suspicion that they will act a same way.

Is it unequivocally that easy? Could it be that elementary to find some-more customers? Yes and no, though mostly yes. Just since we consider a consumer does X, Y, and Z, and likes Q, doesn’t meant he indeed does. There could be another component that is a key, and we’ll never know it. But that’s a fun of Lookalike audiences.

Facebook follows us on a web. It knows who and what we like, who we correspond with, what we speak about, sites we pointer into, and often, things we squeeze on those sites. Since Facebook knows all of that, it’s easy for it to make connectors between users, and interpretation that your business are identical to other Facebook users.

There’s still some lifting you’ll have to do. Remember, a users you’re targeting expected don’t know you, so you’ll need to make a constrained ad. But a wish is that once they know your product, something is going to click in their minds many faster.

Now that we know what Lookalike audiences are, let’s emanate one. We will be presented with an choice to select a source of a Lookalike audience, a nation we wish to target, and a distance of a audience.

Creating a Lookalike audience.

Creating a Lookalike audience.

The source will be a list of emails we usually uploaded, and a nation will be where we wish to aim — we’ll keep it in a U.S. for now. The accessible distance will change among countries.

The distance choice is a shifting scale, with 1.9 million on a left and 19.2 million on a right. As we slip right towards that 19.2M, you’ll do dual things:

  • Increase a distance of your targeting audience;
  • Weaken a tie between a uploaded tradition assembly and a Lookalike audience.

There are tradeoffs here, though I’ve seen good formula all a approach on a incomparable finish of my target. If this is your initial time, start off on a left; we can always exam opposite sizes later.

If we uploaded fewer than 100 emails, we might be presented with an blunder that your source assembly is too small. Not everybody uses Facebook. So if we have 200 emails, usually 100 might be on Facebook. You might have to use your newsletter assembly as well.

If your assembly is too tiny and we accept a error, click “Cancel.” Under a Availability tab, float over “Low Match Rate” and Facebook will tell we a percent of your email list that matched. This is a good beam to meaningful if we need to supplement 10 some-more emails, or 50.

But how do we emanate ads with these audiences? Just start to emanate a normal Facebook ad. The initial choice underneath a “Ad Set” will be “Custom Audiences.” Select your list and you’re set. You can still supplement additional interests and demographics — we suggest changing usually demographic features.

 

An choice underneath a “Ad Set” is “Custom Audiences.” Select your list.

An choice underneath a “Ad Set” is “Custom Audiences.” Select your list.

And that’s it. we use Lookalike audiences for many of my Facebook ads. It’s a no brainer and it works tremendously well. Try regulating all sorts of combinations: newsletter subscribers, purchased customers, a brew of both, and so on. Remember to refurbish your immobile lists often, and don’t be fearful to enhance a distance of your Lookalike audiences

Have we used Lookalike audiences? Please share your practice in a comments below.