Creating Custom Audiences

Hi, in today's lesson I'm going to show you how to use the Facebook Pixel and what type of custom audiences you should set up to start generating lists of people that you could potentially market to more effectively with your Facebook and your Instagram account. So in this lesson, I'm going to assume that you already have a Facebook Pixel installed on your website. If you don't, then please by all means make sure that you talk to your web developer to have that installed. So here we are into my marketing account, my Ads Manager account, and again, assuming you know how to get to your Ads Manager, and, uh, what we're doing is we're going to be managing the Facebook Pixel that I just installed on our new brand site for The CRM Guy, uh, just this morning. And what we're going to do is we're going to set up what I would consider is the basic custom audiences that every business should look to do, and then there could be variations above and beyond that. Okay, so how do you go ahead and create that custom audience? Well, first thing you need to do when you get into your ads account is make sure that your pixel is actually working. And to do that, just go to the top left-hand side and go to Pixels, and then you're going to be prompted to see— and then you're going to— I have multiple accounts here, so I'm going to choose the one I for the business, and I think we're gonna use this one here. Just make sure the pixel for it is here. Yeah, so here it is, the CRM Guy, and 2 minutes ago it received some data, so it is working and it is firing. So you can go ahead and you click on details for that pixel, and on the top left-hand side you could go and click create custom audiences. So that's one way that you can do that. Now when I'm doing it, I like to go up to the top left-hand corner and go to the audiences button. If you don't see it in this, and frequently Frequently Used list, down at the very bottom where it says All Tools, you're going to go over to Assets and choose Audiences. So let's go ahead and do this. So you may have custom audiences that you've set up before, so you may have some in the list. What I'm going to do is I'm going to create a custom audience. So create, and now you're posed with a bunch of different questions for things that you can choose from. We're going to deal with website traffic. So the first thing I want to do is make sure I'm using the right pixel, okay, if you've got more than one. Now let's set up some generic ones. So all website visitors past 30 days, so that's what I'm going to set up first. So we're going to go ahead and I'm going to call it CRM Guy, and it all comes down to naming conventions. So if you're working with multiple sites or multiple data sources then first thing is where is that, because you want to be able to find these and choose from them later. So CRM Guy being the website, all site visitors, and then I like to put a number which references how many days is it referencing. So again, all site visitors, 30 days, create audience. Perfect. So I'm gonna do another one. And again, this is what I recommend you do for your site. So all site visitors, again, right, pixel, and we're going to do, let's do, um, I like to do 30, 60, and 180. So CRM guy, all site visitors, 60, just because based on that, if you want to hit up people who are most current, then the 30 will work. And if you want to go even more current and do like 7 days, you can. Um, but the 3 that I usually set up for every client are 30, 60, 180. Which gives us a good range of audience length there to choose from. And I'll do it again one more time. Website traffic, all same here, 180. We'll choose the right pixel. All right, excellent. So this is just blanket, everybody across the site. So this would be a very generic target that you're trying to reach. Now, depending on your site— so let's go look at my site here. You're going to look at what type of pages and content that you have. So I have, you know, "What to Consider with CRM." So if anybody clicked on this, they're probably going to be looking at information about CRM. So what I want to do is I want to use this page as a custom audience for people who have specifically looked at this page. So I can go ahead and I'm going to choose the whole URL, right? So I could do that. Now the problem with that is If somebody clicks on this from a link or from an email that you're sending out, if you've got a CRM in place, it may put, uh, some tags on the end of the URL just for some tracking reasons. So what you want to do is make sure that you at least take a portion that is unique to this page. So I'm going to take everything after the main domain and just use the consideration side. So now we're going to create a custom audience, website traffic. And it's going to be people who visited a specific page which contains this part of the page. Okay, so again, 30, 60, 180. So I'm going to do those, and then we're going to come back and go to the next step. Okay, now that I've set those up, as you can see here, I also went on and did the speaking pages. So depending on how many categories you have in your business, how many pages, you could have, you know, several of these set up. And some of them you may not use right away, but it's good to start collecting that data. Now another point is, if you are thinking of down the road to do some marketing with Facebook— obviously we're using pay-to-play now, you got to pay to reach your audience— and collect your data now. Get this in place whether you're 6 months, 12 months, a year, you know, a year and a half down the road, or even 2 months away from actually doing it. You need to get it in place now. Start collecting that data because people are coming to your website. So let's look now at what type of engagement you can create for a custom audience. So we're going to choose custom audience, and now we're going to go down to engagement. I really like what Facebook has put into play here. There's a lot of stuff that you can choose from. More importantly, the first thing you need to do is Facebook page. So you're going to be referencing your Facebook page. So I'm going to go ahead here and find the page for the CRM Guy, and we're going to say anyone who has engaged with the page. And by default, it has 365 days here. So I'm going to use social, we're gonna use space, CRM guy engaged 365. Okay, I'm gonna create that audience. So that's anybody within the last year obviously that would have engaged. Now it is a new page and you may say, oh Hey, I've only been up for a month, 2 months, how can it know? Well, it can't, right? It's just going to say that after a year it's going to drop off people from that list. So again, we're going to go through and I'm going to show you a bit— no, I choose the wrong one— engagement. I'm going to show you a bit about what I tend to do with this, a little bit different than the actual website. So a page here, and I'm just going to do who's engaged with the page in the last 15 days, right? So instead of 30 days, I'm gonna do 15. So social, um, guy engaged 30. Okay, actually, I'm gonna— what I'm going to do is instead of call it social, I'm gonna call it FB, Facebook, which gives us a good point here, is how do you change this once you put a naming convention in here? So I want to change my social one to Facebook because we're going to actually talk about something else here. So once you get into this point, you're going to click where it says Audience Details, and you can go back and you can actually just change the naming. And the reason for naming conventions being so important is it allows you to easily find stuff in the list as this list grows. And you can have it have, you know, 10, 20— I mean, I've seen some custom audiences in an account that that we're up to over 100 different custom audiences based on what's going on. So we got 365 and we got 30. Obviously these 30s will also be in the 365. The purpose for 30 is I know that it's relevant, right? Shoot, and it wasn't actually 30, it's 15. Good point catching that up here. So there we go. Thanks for you mentally telling me that into the future. So 15 is, you know, obviously in the last 15 days, people who have engaged, they're more likely to keep engaging. So that's important to have that in place. So let's go ahead and look at what else we can do with engagement with our Facebook page. So we've got engaged with the page means that they've liked, commented, or shared. Okay, so that's somebody who's more likely. But we want to also be able to market to people who have at least visited your page, right? Because there was something enticing enough to get them to come to the page, but they may not be people who are going to engage that easily with maybe the piece of content that they saw, right, or saw on your page. So I'm going to do the same thing, but I'm going to use visited page. So we're going to call it Facebook guy. Make sure that it's all looking right. I'm a stickler for this. Um, visited 365. Okay, I'm going to actually just copy that so I have to keep typing that out and save us some time here. Perfect. So we'll do the same thing, right? It's a whole rinse and repeat kind of idea. So visited, and we're going to do 15 as well. And you can go ahead and make more if you want. These are just the basics that I usually put in place for, for most client accounts that I'm setting up. And again, I wanted to show you this because you could do this yourself. Now what else we got in this list? So we got people who engage with any post or ad, people who clicked on a call to action button, uh, people who may have sent a message to the page, or people who have saved your page or any post. Okay. Um, so depending on what you want to do, you may want to add custom audiences for this. For this sake, I don't touch these yet unless these are something specific within the marketing strategy that we're putting in place. Okay. So let's go back here. The other thing that we like to do is if you've got Instagram and you've got it connected to your Facebook page, you can now build custom audiences based on that. And you can see here at the time of recording this video that it is a new feature, and this may be gone by the time you see this. So we're going to create the Facebook one for this. So I'm going to choose the CRM guy from here. So again, same type of thing, we're going to call this Insta CRM CRM Guy Engaged 365, right? Because now we can target people on Instagram because Instagram is owned by Facebook. All right, so we're gonna go custom audience one more time here. Engagement, Instagram, CRM Guy. There we go. 15. Splendid. Okay, once you start to put these on here, you're going to see it's going to say populating, and sometimes you're going to get down— see if I have one here— audience too small. The reason for that is that they want to make sure that it's a certain size before they can actually generate that audience. So you may get that right away because you don't have enough data coming through, but over time these numbers will start to grow. Now, what other audiences could you set up? Well, for example, here there's customer files. So if you've got a list, maybe it's an email list, somebody's opted into a newsletter, you got a CRM, you can actually upload an Excel CSV file to Facebook and it will go and match profiles that are matching the data in that. So it's going to look at email addresses, phone numbers, names, and try to cross-reference them and make the connections that are in there. And I strongly suggest that you do that for your business. So take your list, export it, and go from there. Offline activity— this is for a list of people who have engaged in-store or by the phone or through offline channels. If you choose this, there's no integration right now that I use for anybody for this, so don't worry about that part if you see it here. Now under the engagement, you've got other options in here. For example, lead forms, if you're using that, full, full-screen experiences, or video. I like to use video if my clients are using video on their Facebook page or they plan to. Then what you can do is you can create engagement here. Now you do need to have videos uploaded to your page for you to be able to do this, because if it says people who have viewed at least 3 seconds of your video, it's going to make you choose what video it was, right? Now that's not the page we're using. If I choose mine, there's no videos yet. So this is something down the road that you can put into your planning to say, hey, after we do a couple videos and upload them, let's go ahead and create a custom audience based on people who have engaged with that, right? So when you look at this, the different types that are in there, you've got people who viewed 3 seconds, 10 seconds, or percentages. Depending on the types of videos, I mean if you've got a 5-minute video, then you know what, 25% is probably better than just 3 seconds that are on there. 3 seconds is pretty quick. 10 seconds, if they make it over 10 seconds they're going to watch a bit more. 95, these are the real hardcore fans that are out there. You can create custom audiences for all this kind of stuff. Why do you want to have these custom audiences? More importantly, let's look at your website and we'll use this one again as a reference because that's what we're talking about here. Is that to effectively market online these days, you need to be in the different spaces, and the conversation, the communication needs to go through the different platforms. So if I was out doing a Google search and I came across this website and I was like, hey, or I saw Shaun speak, or saw myself speak obviously, and I checked out the website and I was in here and I was like, oh, what to consider, I'm somewhat interested in CRM and I'm reading through this, It would make sense that once I'm done here, if I didn't actually contact and, and follow through, that when I went to Facebook through my regular day, I would start to see some more content from the CRM guy and talking about CRMs. How do they know that? Well, because I was on the page, I got added to that custom audience. So now you can go ahead and create different ad sets, ad campaigns, ad sets, and different ads and have them specifically show to people who fall within these custom audiences. You continue the conversation along. And the reason for the, the uploading your customer list is if you want to have longevity and you want to cross-sell and upsell and have referrals, maybe this content that people see online from you is a bit different once they become a customer, right? So if you have customers who aren't on your email list or your blog subscription list or subscribing to your podcast, you could upload upload the list of those people and then say, okay, market this ad that talks about our blog or our podcast to people who are our customers but aren't on this subscriber list, right? So you can do a bunch of if-thens and things of that nature. But what we're talking about just in this video, just to wrap it up here, was how to create these custom audiences. If you go ahead and create all the different varieties that are here These will become helpful down the road once you start to run some promotions. But by all means, make sure that you go ahead and have a consistent naming convention, 'cause it's gonna make it a lot easier for you down the road. And if you wanna go a step further and you say, okay, I created this one because of this certain reason, and, and for one reason or another, let's say it's, it's this one and you went in here, um, and you ran outta characters and to describe it here, you can always say show description. And now you get 100 characters and you can write a bit more about why you created this custom audience so that down the road you know exactly what it is for. So hopefully this was helpful. If you need some help creating your custom audiences, getting your pixel on your website, please by all means reach out to me, whether it's at Blue Cow Marketing or you wanna go to our Facebook page at The CRM Guy and send us a message. Please by all means do that. I am here to help and I like helping small businesses succeed. So thank you very much and have a great time Growing your business.