How to Create Warm Audiences to Target Inside of the Facebook Platform
Potential customers go from being people who don’t know you at all (Cold Audiences) to people who know about you (Warm Audiences) and, eventually, to people who know you well (Customers). Discover types of Warm Audiences that can be created and used in Facebook to help convert people into customers.
Creating warm audiences in Facebook is essential to your success with Facebook ads. Warm audiences, also called remarketing audiences, consist of people who have previously interacted with your brand. This previous experience with your brand could happen in a variety of ways such as interacting with your Facebook or Instagram page or visiting your website.
The most successful Facebook ads create funnels to lead customers down the path of purchase or to becoming a client. Creating warm audiences allows you to target those who have interacted with previous ads, or, perhaps, found you through a google search with an additional ad.
Once you have set up warm audiences on Facebook you can quickly see how large of a warm audience you might have – an audience that just might need that one Facebook ad to push them to the next step! Note: If your audience is small then you will have to push more ads towards your cold audience targets.
Let’s get started!
Inside of Facebook, go to Audiences. Go to the upper left-hand corner, to get the drop-down menu and then select audiences. Choose custom audiences. This drop lists the different audience options. You’ve got Customer File, Website Traffic, App Activity, Offline Activity, and Engagement.
Custom Audience: Customer File
With Customer File, you can import your own file from one of your email platforms i.e. you can target people that are already on your email list by uploading them inside of Facebook. If you use MailChimp, there’s already an integration for it here.
Note: One thing to think about when uploading your business emails, it’s plausible that you have business email addresses, but on Facebook, your customers may use personal email addresses. As a result, Facebook might not be able to match up the addresses.
Custom Audience: Website Traffic
For Website Traffic to work you must have the Facebook Pixel installed on your site. The Facebook pixel is a piece of code that goes on your site and collects information about people who visit your site. The Facebook Pixel collects overall information that’s not necessarily people who have come from a Facebook ad; it collects info from all your website traffic.
You can create several different audiences based on your overall website visitors. For example, You could create an audience composed of visitors to your site in the last 180 days or visitors to your site in the last 30 days. Think about the person who has been to your site in the last 180 days versus the person who’s been to your site in the last 30 days. How would you treat these audiences differently? You’d probably need to create two separate audiences.
Another audience you could create here would be based on the different parts of your site representing different products or services. Based on the URL structure of your site, you could build an audience of people who have been to perhaps one product or service line and then build another audience in the other one. You could market to both of audiences to make sure that they see both a product an service line.
Custom Audience: App Activity
App Activity. So if you currently have an app, you can market all different ways of how people interact with your app. Now, this does require that you have an SDK code already inside of your app, but this is a great way to interact with people that have already interacted with your app.
Custom Audience: Offline Events
So you can upload a CSV file. Think about events that you have, so any kind of boost that you’ve had and you’ve collected information there, you can go ahead and put that information in a CSV file and upload that directly into Facebook. Again think about business emails versus personal emails and whether or not that’s going to match up with your Facebook audience.
Custom Audience: Engagement
Engagement has all kinds of fun options.
- VIDEO. If you have uploaded any kind of video to your Facebook page, you can create audiences based on how long they have watched that video. Think about the people who have watched at least 50% of your video. Those are a pretty engaged audience and they’re ready to take the next step. What’s the next piece of content that you could send them? This includes if you’ve done any kind of Facebook Live videos as well, or if you’ve just uploaded a video into your files inside of Facebook and not necessarily made a post.
- FORMS. So if you run any kind of ad before with Facebook, a lead generation ad, there are forms that are automatically there when someone clicks on an ad. You can build lists of people who open the form versus people who opened it but didn’t submit, versus people who open and submitted the form. How would you treat each one of those differently?
- CANVAS AD. Canvas ads are sometimes called full-screen ads. Essentially these are ads that when clicked, you stay right within Facebook. These ads load very quickly, but you lose the ability to pick up any pixel data. However, you can create audiences of people who opened a canvas ad, people who clicked on any links within the canvas, and you can market to those people differently.
- FACEBOOK PAGE. You can do all kinds of things here. Anyone that has visited your page before, so maybe they haven’t liked their page, you can market to those visitors. You can market to people who have engaged with any post or ad, people who have clicked in a called action button (so not only did they interact with a post or ad but they actually did the desired action on the ad), people who have sent you a message on your page and people who have saved your page or any post within it. You can build audiences for each one of those.
- INSTAGRAM PAGE. Same thing. All the things that are available inside of Facebook are also available inside of Instagram.
- EVENTS. So you can build audiences of people who have said that they are interested in or going to an event that you have set up on your Facebook page. Think about setting up events for possibly promotions or for opening up a new business, for training. Think about all the different ways that you could set up an event and you could start to build yourself an audience to market to those people as well.
Custom Audience: Events and Conversions
So if you go to your pixel and create a custom audience, you can create a custom audience of people who have done some of the desired actions or conversions that you have already set up. So in another video, we discuss how to set up events inside of your website for your pixel. But let’s say that somebody has watched videos before. You could build audiences for people who have watched videos. You could build audiences for people who have downloaded a PDF. You could build audiences for people who have filled out a form on your site. You could build an audience for just about anything that you can interact with on your site, you can build that.
There are a variety of ways to identify and create warm audiences in Facebook. Facebook provides detailed information about how a warm audience has interacted with you in the past. By identifying the behaviors of your warm audience, you can create relevant Facebook ads that move people through your sales funnel.
In another video, we discuss how to set up events inside of your website with your pixel. But let’s say that somebody has watched videos before. You could build audiences for people who have watched videos. You could build audiences for people who have downloaded a PDF. You could build audiences for people who have filled out a form on your site. You could build an audience for just about anything that you can interact with on your site. Don’t forget to do Look Alike Audiences to these as well. In our next video, we’re going to talk about how to build Look Alike Audiences.