Creating Custom Audiences on Facebook Ads
A great advantage that digital advertising offers us is the precise segmentation that we can make of our audiences. In this case, we will talk about personalized audiences on Facebook, which give us the opportunity to take advantage of the traffic of our website and our databases in a meaningful way.
To do this, we must select the "Tools" option and then "Public" from the main menu.
Then click on "Create a custom audience" among the different audience options offered by Facebook Ads.
Within the Facebook platform we can create 3 types of custom audiences:
- Client list
- Website traffic
- Activities in the application
Let's see each one to know its functionality:
Client list
This option allows us to exploit the telephone numbers, emails collected from our clients, application users or identifiers of mobile advertisers. The 4 options give us the opportunity to upload files with the information we have about our clients and create a highly segmented audience.
The more data we have, our audience will expand and we will have a greater reach with our campaigns.
Website traffic
We can also show our ads to all the people who have visited our website, a specific page or a series of rules, for example, they visited the contact section but did not submit a form.
In this case, it is necessary to insert the appropriate pixel within your website so that users are added to this list.
Learn more about this type of audience in this link (hyperlink to an entry published about this type of campaign)
Activity in the application
This option is the most accurate in relation to the interest that the client has in our company, since it shows the ads to people who perform specific actions in our application, such as reaching a specific level in a game, adding items to the cart or rating the app.
To generate users it is necessary to integrate the SDK for iOS, Android and Canva.
We can get more information about the SDKs here: https://developers.facebook.com/docs/app-events/ios
In any of the 3 types of audience, we can create campaigns with different objectives, from creating ads to get likes to increasing our conversions or downloads of our application.
Finally, if our personalized audience is still large, we have the opportunity to segment it even more with demographic and psychographic variables.
