Facebook advertising is one of the cheapest and most effective ways to reach your customers with information about your products. For as little as $20 you can potentially reach thousands of people, but are they the right people? Targeting ads can be challenging and Facebook’s Business Manager is not for the faint of heart. The first steps to creating ads are to get your Ads Manager and payment method set up, once you’ve done that you can navigate to the “Audiences” section of Ads Manager and click on the “create audience” button and choose “custom audience” from the dropdown menu. Then use the steps below to create your own custom audiences for advertising.
Upload Your Email List
This method of creating a custom audience uses your existing customers from your email database. The first step is to have your list ready and formatted to the correct template, which you can find here (link). Then log into Ads Manager, click create audience, then custom audience, and from the email list. Keep it simple by going with the default settings, name your audience and upload your csv file and that’s it, you’ve created your custom audience and it should be visible in your ads manager account.
Use Your Website Traffic
To get started using your website traffic to create an audience you first have to harvest your pixel from Facebook to place in your website. This “pixel” is actually a piece of code that collects the first party persistent cookie from everyone* visiting your website. You can be very specific with it and place pixels that identify and respond to specific behaviors on your site but for this article we are just creating a general custom audience. To harvest the pixel go to the “Events Manager” section of your business page, name your pixel and add your website url, you can choose to add the code manually or with a partner integration. If you use the manual method, Facebook will give you the code to copy and paste into your website, and it will be placed depending on which website platform you use, WordPress uses a plugin, other platforms like Squarespace offer a box to paste it into. The partner integration method is pretty simple, you will have to copy and paste your pixel ID but Facebook walks you through the process, then you can set your event or “trigger” to website visitors. It takes a while for the pixel to collect enough data on your website visitors to use to target ads, so plan on waiting about a month before using it.
Once you have created your custom audiences they will appear whenever you create an ad or boost a post on Facebook or Instagram. You can monitor the success of each audience by running ads and measuring the success of your campaigns. If you would like more information on Facebook advertising or need some help, please contact me here.