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Facebook Custom Audience Tutorial
How to create a Custom / Lookalike Audience
The Ultimate Facebook Custom Audience Tutorial gives you the opportunity to understand what a Custom Audience is, how to create one, and how to derive a Lookalike Audience from it. All this in this video.
Custom Audience vs. Lookalike Audience
What is the difference: the Custom Audience is an audience that you create based on specific data sources that you have generated. Example: you have a website or an online store and it is of course tracked – if you have set it up right – and this tracking notes the depth of customers, the pages they visit, the actions they take on those pages, like adding to cart, or opening certain pages, or videos they play, every movement that takes place on your store or website is tracked if you have done it right.
Now what does that have to do with a Custom Audience? Relatively simple: you can create a Custom Audience from these people, which means: everyone who has been on your website, everyone who has added something to the shopping cart, everyone who has watched a video, everyone who has filled out the lead form or contact form on your site.
Now you’re thinking, “What’s the point of being able to target the customers or people who have already done activity on your site?” Very simple. Someone who added something to your shopping cart was probably interested in your product. Someone who filled up the contact form was probably interested in your service.
Create a Lookalike Audience from a Facebook Custom Audience
Now we come to the topic of Lookalike Audience, what is it? You can create a Lookalike Audience from a Custom Audience, i.e. from the people who have performed a certain action on your site. What that means is, you take the record of the people who did a certain activity – as far as they all came from Facebook, or are on Facebook and were tracked via the Pixel – from this target group, you can use a lookalike, now find commonalities among these people to then target others. That’s it. First and foremost, you need the Custom Audience. Say: you need records or actions of people, of course. It is advisable here that this action amounts to approximately 100 actions or people per month, the more the better. Again, you can take a certain percentage from these people and then target them in the Lookalike. Here it is important to distinguish that if you have created the Custom Audience, create a Lookalike Audience from it, whether the person who has already done something is still relevant to you, such as adding to the shopping cart in an online promotion, or clicked on the product. But targeting someone who has already filled out a contact form and you have a service that they are already using may not make as much sense, so later in your ad group or you know – campaign, ad group, ad – in the ad group you define the parameters of the customer: Age, gender, location, interests, demographics. Here it then makes sense to distinguish. Do I exclude this Custom Audience because they are already part of my business and create a Lookalike that looks outside of this Custom Audience for commonalities, or do I use this Custom Audience again.
Facebook Custom Audience Tutorial - The Creation
Welcome back to Business Manager, we are now creating our first Custom Audience. For this we go to target groups, select the correct project, or go to this button and select the project later – we’ll do it around like this now – and already arrived, we go here, if you remember this is the interface for the target groups overlap, here you can test the target groups overlap, also still, but this should not be the topic now. If you don’t know what a target group overlap is, please watch the other video, it’s very important information. Back to the topic, here we put a Custom Audience. A Custom Audience is necessary to create a Lookalike Audience, so we’ll start with the Custom Audience. On this page you can choose the source. “Your sources” means that the sources you added externally – like your website, or your online store – that you use the sources from there with the respective pixel. “Meta Sources” are all sources that pull through the platform of Meta, which includes Instagram.
How the Facebook Pixel can help you
We now select “Website”, as you can see here, you can select the pixel again. The pixel is what is put on your website, so choose the right pixel for your right website, and the event simply describes the action that the person, or audience took. “Page View” is self-explanatory. “View Content”, “AddToCart” you can already imagine, this is an online store, if you are wondering now “but I don’t have an online store”, you can set the events in the “Events Manager”. If you want to here to another video, write it in the comments. Otherwise, when you create the Business Manager or connect it to your website, everything will be set again anyway. You define which event should be used. Let’s just use the event “All website visitors”. The binding refers to the days that were tracked in the past. These go up to a maximum of 180 days, which you can read here again. This has something to do with privacy and cookies, because they have to clean themselves after a certain time. Unfortunately, if the customers have done this, you will be missing these customers.
Facebook Custom Audience Tutorial - What is important?
You can include or exclude other people from the Custom Audience. Doesn’t make much sense in this case, because we’re blurring the result. The name of the Custom Audience will now be “Custom Audience1test”. Description we do not need at this point. 30 days I think is enough, the more days you use the more possibility that customers may not remember you. Should you not have enough promotions, then increase the number of days backdated – the 30 days increases it to 60 maybe 90, but be aware that further back the date, the higher the possibility that customers may not remember you. Now we’ve created the Custom Audience and it immediately asks if we want to create a Lookalike Audience from it, and that’s exactly what we want to do.
Lookalike Audience – this is where the magic happens – we have here as a source the Custom Audience, if something is unclear to you, you can of course always read it at the “i”. Our source is the “Custom Audience1test” that we have just created, in it are stored actions that in our case takes all website visitors. For target group location, we enter “Germany”, of course. If it is another country in your case, choose another country.
Create a Lookalike
The target group size or the number of lookalikes. This plays a role in that you can create as many different Lookalike Audiences with a certain percentage number. What does this percentage number mean? This is relatively simple. In the Custom Audience, we took all website visitors as an “event”. If you compare these people now against each other the algorithm, this person on commonalities and these commonalities he looks for in the rest of the audience of the entire meta group or even Facebook or Instagram. And if you take that into account, that comes out to 440,000 people and we want the best one percent of that. It may be the case for you that whatever event you have chosen does not have enough people or records, so you would then have to increase the percentage. As you can see, the total number of people who might be interested in you will also increase.
Now we come back to “Why we can create multiple Lookalike Audiences at once?” Because we can create several Lookalike Audiences with different percentages at once, and that’s again a topic for testing. You know I always say Facebook or Paid Ads is test, test, test.
Below you can see how the Lookalike Audience is built up. With this, we would have created the Lookalike Audience. Here they are – how do we use them now?
It’s very simple. We go to Ads Manager, go to our campaign and use under new ad group or under our ad group. By the way, this is already a Lookalike Audience that I used based on other data sets.
Facebook Ads Agency eBakery
That’s it on the topic of creating Custom Audiences and Lookalike Audiences. I hope these explanations have provided some clarity on how the two differ and why they are so important. If you’d rather have a hands-on approach to the whole thing, feel free to contact our Facebook Ads experts or make an appointment right here.
Do you have questions or need an individual offer? Do not hesitate to contact us.
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