On October 1st partner categories will no longer be available to advertisers on Facebook. Interests you may have relied on in your targeting, like whether a user was a homeowner, will no longer be available. This is one of the many changes Facebook is making after the 2016 election. Instead of relying on third-party data you will need to create your own custom audiences to be successful. Read on to learn how to create three different types of audiences!
Build a Custom Engagement Audience
Once you’re logged into Business Manager navigate to AUDIENCES, under ASSETS. Then click CREATE AUDIENCE and choose CUSTOM AUDIENCE from the drop-down menu. Choose the last option, ENGAGEMENT. To get started we recommend making an audience based on the people who have engaged with your page (the fourth option). Next, confirm that the correct business page is showing. For the broadest possible audience choose people that meet ‘ANY’ criteria and ‘EVERYONE WHO ENGAGED WITH YOUR PAGE’ but you can choose different interactions for a segmented audience.
Upload a Customer File to Create an Audience
Another option to create an audience is to upload your personal customer data. Navigate to the same screen as in the previous section. When choosing how to create a custom audience choose the first option, CUSTOMER FILE. You will need to confirm the original data source of the customer information and then add your .csv file. Then you will map your data – basically confirm that Facebook has recognized names as name and email as emails. Facebook will securely upload your data and will let you know when your custom audience is ready to go!
Use Custom Audiences to Create Lookalike Audiences
Lookalike audiences take the characteristics of an already existing audience and find users that are similar. This allows you to reach potential customers like your existing customers. Start by navigating to AUDIENCES and choosing LOOKALIKE AUDIENCE from the CREATE AN AUDIENCE drop down. Then choose the audience you want to use and the country you’d like to target. You can adjust audience size, but 1% of the U.S. will be well over a million people.
These are just a few of the options you have to create custom audiences. You can also use video to create engagement audiences, or even offline sales. If you have questions about how to create custom audiences or need help with your Facebook ads, contact us today!
