In today’s ClickFix, we’re going over how to set up your Facebook Custom Audiences.
If you’ve done any marketing on Facebook, you probably already know just how powerful retargeting and lookalike audiences can be.
But just in case, here are a couple of facts to get you up to speed.
Leaving aside all of the awesome things you can do with just regular old run of the mill website visitors, did you know that some studies show that as much as 41% of overall revenue comes from repeat customers? Or, how about the stats that put the average revenue per visit for repeat purchasers in the US at around 497% higher compared to regular shoppers?
But it’s not just buyers who are prime targets for retargeting, those who have opted-in for a specific lead magnet or similar offer have also raised their hands as being willing to receive more from your brand. AdEspresso cites “free trial & freemium users” as one their “9 Facebook Audiences With Extremely High ROI” because while only 15-20% of your free trial customers and probably only 5-10% of your lead magnet consumers will turn into buyers, that number goes up exponentially when you target them with specific ads to nudge them over the finish line.
But marketing directly to Facebook Custom Audiences are just a part of what you can do when you really get this dialled in.
Once you have a good number of people on your various custom audiences, preferably 1,000 or more, you have a great chance of leveraging a Lookalike Audience into lower costs per lead and per sale. As Neil Patel says in his step by step guide to creating lookalike audiences:
“You have a 60%-70% probability of selling to an existing customer, so why not find more people like them?”
But what are lookalike audiences?
A Facebook Lookalike Audience is a way to target new customers who are highly relevant to your business due to their similarities to your existing customers. This is determined via Facebook’s algorithm which compares a number of data points spread between likes, demographics and online behavior to produce an audience of people as similar as possible to the group of people you specify.
In other words, if you give Facebook a group of your buyers and ask it to produce a lookalike audience, it will create a target audience as similar as possible to those people which should make them MUCH more likely to also purchase something from you than a random set of people you choose to market to based on just one thing in common such as liking a certain website.
Hopefully that will all make more sense once you’ve seen how we’ve set up the campaign.
Let’s jump into Ontraport and take a look.
After clicking on the import link located in the member’s area of our website below this video, follow the steps to add the custom campaign to your Ontraport account. Once that’s done, head over to the Campaigns tab and open the one called “ClickFix – Facebook Custom Audiences.”
From this point on, I’m going to assume that you’ve already connected your Facebook account to Ontraport. I you haven’t you’ll definitely want to check out the official knowledgebase article on Facebook Custom Audiences for the step by step instructions.
What you see are 4 basic use cases for creating custom audiences automatically based on lead and purchase behavior.
The first tells Ontraport to assign a contact to a general custom audience called lead when someone becomes a contact on your list for anything other than a purchase. This is a great set of people to target with low ticket offers that help them move down your funnel and hopefully become buyers. You shouldn’t have to do anything here besides creating a custom audience called “Leads” in your Facebook account and then adding it to the custom audience element as explained in the notes section.
Next to that, we’ve given you a template for adding people to custom audiences for specific lead magnets and tagging them at the same time. This is extremely powerful, but completely optional. If you don’t use lead magnets and just need a “leads” and “buyers” audience, feel free to delete this downstream.
In our opinion, it is worth the time and effort to create a downstream for each and every one of your lead magnets. Doing so will serve two very important functions.
The first is to give you the ability to laser target your Facebook ads to be shown to people who have expressed interest in a specific topic AND who have traded their real email address in exchange for that information/offer. That means that they should be very responsive to future ads for additional free or paid opportunities that offer more/better products that run in the same vein or which are highly relevant.
The second, is that you’ll also be able to create lookalike audiences which will find even more prospects to help fill your funnel by responding positively to the lead magnet that you put in front of them. Depending on how you set this up, you could even create a self-liquidating offer loop which will fill your funnel for free. This means less time spent on trying to think up new targeting angles when your original audiences begin to run out and more time spent cashing checks.
On this downstream you’ll need to edit a couple of things.
For the trigger, be sure to adjust the form, page visit and tag options to match your specific lead magnet. We chose to use all 3 because we like redundancy, but you can get away with just one depending on how you’ve set up your Ontraport instance. For example, if you aren’t using an OntraForm, you’ll want to delete the “Contact submits” option.
Next, edit the “Change Tags” element to suit your needs. If you’ve set up a different tagging system somewhere else, then you can also just delete this element to clean up the map. All you need to do here is click the “X” to delete the example tag and then click the Add button to select the proper one from the drop-down menu.
Finally, we come to the Facebook Custom Audience element itself. Here you’ll need to select the proper custom audience and change the description to match the lead magnet that you’re targeting. Remember, depending on when you’re following these instructions, you may need to create the custom audience from inside your Facebook account before it appears as an option on the drop-down menu.
Once you’ve completed this process for all of the lead magnets & products you want to track or have deleted any of the unused downstreams, just click Save & Publish and you’ll be good to go.
But, are lead magnet opt-ins and product purchases the only types of FB Custom Audiences you should create?
With a bit of outside the box thinking, you can duplicate this same campaign to create all sorts of automations that can be used for retargeting your prospects as they move through the funnel.
- Here are just a few ideas to get your creative juices flowing:
- Visits to certain pages
- Opening specific emails
- Clicking on certain links
- Drop-offs in the upsell process
- Good candidates for cross-sells
- X amount of time passing between events
- Doing something X times
Remember, once someone becomes a lead in Ontraport you can and should leverage anything & everything you can to personalize their journey. Over time, you’ll begin to optimize your ideal customer profile to identify the types of behaviours that separate high lifetime value buyers from time wasting tire kickers. Armed with that knowledge, you’ll be able to shift your marketing dollars to where they’ll give you the biggest bang for your buck.