Facebook Ad Custom Audiences: Retargeting Those Who Know You

Want to create Facebook custom audiences that move people into your sales process?

Looking for tips on using new Facebook custom audience options?

To explore ways to use custom audiences for Facebook and Instagram ads, I interview Amanda Bond.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Amanda Bond, a leading Facebook ad strategist. She's a regular correspondent on the Social Media Marketing Talk Show. Her Facebook ads course is called "The StrADegy System."

Amanda explains how custom audiences based on engagement can trigger an ad sequence that furthers your marketing objectives.

You’ll discover tips for promoting events and segmenting audiences based on video views.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Facebook Ad Custom Audiences
Custom Audiences Overview

When you advertise on Facebook, you can target people who have an existing relationship with your business. This existing relationship is the basis for custom audiences, which are really remarketing or retargeting audiences.

Audience types: Facebook gives you six options for defining the existing relationship between your business and your ad audience. To find these options, open Facebook Ads Manager and then go to the Audiences tool. After you click the button to create a custom audience, you see all of the ways you can define the existing relationship with your business.

For starters, you can target customers by uploading a CSV file of customer data, such as email addresses from your customer database or webinar attendees. This option also allows you to target ads to people on your email list.

When you choose to create an audience of website visitors, Facebook adds people who visited your site and thus triggered the Facebook pixel. With this option, you can segment the audience (for example, by targeting people who visited this page but not that one). You can create as many exclusions or multiple page visits as you want.

If you're an app developer, you can create an audience of people who are interacting with your app activity.

A new option is offline activity, such as traveling to a store or calling on the phone. Amanda predicts that offline activity tracking will start attracting businesses with larger advertising budgets to the Facebook ecosystem.

Amanda is especially fired up about the engagement option because it's fun and so in line with social media marketing. With the engagement option, you create an audience of people who have interacted with your business via Facebook or Instagram.

Engagement types: You can define an engagement audience based on six different engagement elements. The first is video, which allows you to create an audience of people who have watched at least 3 seconds of your videos on your Facebook page or your Instagram business profile. Amanda discussed Facebook Video Retargeting for Live Video and Beyond the last time she appeared on this podcast.

The second element is lead forms. If you already use lead ads, you can get back in front of people who have opened or completed your lead form.

Third, the canvas experience is like a little micro-website within the Facebook platform. Create a list of people who have opened those collections or canvases on Facebook.

The fourth option is Amanda’s favorite: Facebook page engagement. You can reach anyone who has visited or interacted with your Facebook page again through advertising. The options here, discussed later in the show, should motivate any business owner to spend more time on their social channels.

The fifth option is similar to Facebook page engagement,