In my personal experience, retargeting is one aspect that no marketer can skirt around anymore. That’s where the all new Facebook custom audience targeting comes in, beating its peers like Google Adwords and Twitter ads at delivering results.
When done right, it makes sure your content makes no impressions on those that are the least likely to engage with your content or visit your website. This latest targeting feature lets you be very precise about who you want to target.
Unlike earlier when you created segments based on just demographics and interests, the current feature allows dynamic targeting. The result of the new algorithm is that you are engaging people who are more responsive to the ads that relate to your content.
How to Use the Custom Audience Engagement Feature
To create a page engagement custom audience, all you need to do is:
1. Open Ads Manager from your Facebook page.
2. Click the hamburger menu button on the top-left corner of the ad manager. From the listed options, select All Tools.
3. In the next screen, under the Asset column, click on Audiences. This displays the Audiences dashboard.
4. On the dashboard, click the Create Audience drop down list and then select Custom Audience.
5. In the Create a Custom Audience popup that appears, select the option Engagement.
6. From the new screen that appears, click on Facebook Page.
The last step displays the different page engagement targeting options.
What targeting option should you choose?
- Run Campaign for All User Engagements
By default, the option to run your campaign for the widest audience base, which includes anyone who has engaged with your page or visited it, is selected. For creating this custom audience, select your Facebook page and then click the Include drop-down list to select Everyone Who Engaged With Your Page.
The next step is to choose the duration of the campaign. The longer is the duration, the bigger will be your audience. To differentiate this audience for future campaigns, give it a name and click Create Audience.
- Run Campaign for Users Who Visited Your Page
This option lets you narrow down your custom audience as it includes only those users who have visited your page.
So to set up this audience, after you select your Facebook page, select the option Anyone Who Visited Your Page from the Include drop-down list. Next, specify the duration and assign a name to your audience. As the last step, click Create Audience.
- Run Campaign for Users Who Engaged With Your Post or Ad
An engagement on a Facebook page or post refers to the likes or reactions, comments, shares, etc. that the post receives from users.
Why this custom audience works is because you are directly targeting people whose response is more predictable and favourable. This leads to better click-through rates which is directly proportional to the conversion rate.
The steps to build this custom audience start with selecting your page and then moving on to select the option People Who Engaged With Any Post or Ad from the Include drop-down list. Specify the duration, name the audience and click Create Audience.
- Run Campaign for People Who Clicked on Your Call-to-Action Button
Every Facebook page has (or should have) a Call to Action button – it could be a Write to Us, a Buy Now button or any other that nudges an action. This option comes in handy when people are clicking on the CTA, but not converting.
For setting up this audience, after you select your page, select the option People Who Clicked on Any Call-to-Action Button from the Include drop-down list. Then specify the duration of the audience engagement, name your audience and click Create Audience.
- Run Campaign for Users Who Messaged Your Page
Many pages receive a lot of messages by their visitors. This audience option is tailor-made for them. Because you are targeting users who have shown intent and interest, this type of campaign has a high probability of high conversions.
To create this audience, after you select your page, select the option People Who Sent a Message to Your Page from the Include drop-down list.
- Run Campaign for Users Who Saved Your Post (or Page)
This custom audience proves to be very useful since it clearly proves the intent of the users after they save your page. This clearly indicates they are interested in what you are offering, and they are responsive about that too.
To set up this custom audience, select your page and then from the Include drop-down menu, select the option People Who Saved Your Page or Any Post.
These six Facebook page engagement custom audiences are the perfect segmentations you can create to target your ads or page posts to people who have maximum probability to convert.
And this “probability” is not calculated by a random algorithm here, but by collecting tangible, real-time data.
Simply put, it is the ultimate hack for businesses to get more ROI on their advertisements!