We’ve been running a lot of paid social traffic for The Blueprint Training with tremendous success.

The Full Blueprint costs $3,000, we’ve been driving conversions at around $25 each.

facebook ad results

The screenshot above is 1 of many campaigns we have running on Facebook and Instagram.

The key to the success here is we’re only running this set of ads to “warm” audiences.

That means we’re only targeting traffic who has seen something of ours before:

  • A video
  • An Instagram or Facebook post
  • Visited our website

And more.

The only way to target traffic like this is through Facebook Custom Audiences.

So many advertisers fail to setup and leverage Customer Audiences in their remarketing campaigns.

In this episode, I cover the exact Custom Audiences you need in your account to maximize your remarketing efforts.

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I’ve been wanting to share this one for awhile now… Simply because it is the secret behind the success of all the advertisements that we’ve been running for The Blueprint Training for the last few months.

The secret? Facebook custom audiences. And in this article, I’m going to give you:

  • The complete list of custom audiences that we use for The Blueprint Training
  • The ones that you should install into your website
  • Advanced custom audiences
  • A swipe file containing all the audiences listed for you to copy and paste

To give you a solid understanding of custom audiences, let’s first talk about the Facebook marketing funnel.

Facebook Marketing Funnel

A lot of advertisers struggle because they don’t leverage custom audiences properly. This stems from a lack of understanding of how to target their customers at each stage of the funnel.

As you can see, I’m feeding these only with remarketing ads.

Anywho, I don’t like to advertise any sales message to cold traffic.

Marketers have this weird idea that the people who visit their website automatically want to buy. These marketers will then remarket them the same product over and over again. This usually results in a lower conversion rate because the traffic will eventually get annoyed and block you.

Instead, you need to understand where that person is in the buying funnel and serve them the right remarketing ads.

At the top of the funnel, I like to call this audience building. Our goal here is to get cold traffic to do one of the following:

  • Read a blog post
  • Engage with a page
  • Watch 10+ seconds of a video
  • Come to an offline event
  • Engage with an IG profile

There are different custom audiences that you can set up, but these are some of the ways that you can track interactions with your brand before you start pushing them down the funnel.

However, the things mentioned above needs to be set up as a custom audience and needs to be targeted with the right ad creative and copy afterwards.

Sending cold traffic to a sales message used to get me a lot of hate. Now I send cold traffic to content at the top funnel.

After people come to our content, then we can start to remarket them with our sales message.

Then based off how that works, we can send them a different message.

Then at the bottom, that’s when we start to offer coupons, discounts, free opt-ins, etc. The goal is to drive different value propositions to try to get them to convert.

That’s a basic overview of the funnel. It’s important that you have custom conversion/events set up because you need to use them for lookalike audiences.

When you’re tracking these events, you can create a lookalike audience. A lookalike audience is traffic that is similar to the people who triggered a certain event (a purchase, submitted a lead form, etc).

For example, if 500 people purchased from your e-commerce store, a lookalike audience will take the data from that 500 people and find people who are similar to those 500 customers.

To sum it up, we take lookalike traffic and:

  1. Send them to our content
  2. Get them to engage in our content
  3. Remarket them accordingly to sales messages, webinars, consultations, etc.

Only at the end do we send sales messages, ads for webinars and those sort of things because they’ve seen enough of our stuff to have context and actually be interested in what we have to offer them.

Now that we have those custom conversion and event type set up, let’s get into the swipe file.

Swipe File

What I’ve provided here is just a table of all the different audiences that I recommend you set up.

A macro conversion would be a lead or a sale. Make sure you are tracking these separately. For example, if you sell multiple products, make sure you’re tracking the sales for each product.

This is because if you sell women’s t-shirts and men’s t-shirts, the audiences will be distinctly different so you want to make sure that you’re tracking them separately.

Next, we have micro conversions (newsletter sign-up, webinar opt-in, etc). These are events that are not sales or leads, but has a conversion to it. You want to track these because you will get much more micro conversions than macro conversions.

The next kind of audiences are video views.

For each video view time, you want to track them separately. For the 3 second video viewers, they are normally just scanning and skimming through. You can create a custom audience and send them a different ad to convert them into 10 second video viewers.

Here is my Facebook ads dashboard with my video views audiences.

As a quick note, BPT means Blueprint Training.

Our macro conversions here are going to be full purchasers. But as you can see, this is less than 1000.

The greater the population in an audience, the better. This gives Facebook more room to work with. That’s why I like having micro conversions to get more people in an audience.

What a lot of people didn’t know is that you can actually share audiences across pixels. This is really valuable if you have multiple websites and companies within the same industry.

Here is the brand section and this is where all the video views go.

I call this brand because these are shared across not only pixels, but also cross-videos.

Again, this is because we want to set up different audiences for different video views (3 second views, 10 second views, etc).

As you can see, it’s really large for 3 second views, then cuts in half for 10 second views, and continues to decrease.

Something else to note here is the ability to segment your video views by content.

For example, I have 25% video viewers for total video views and I also have 25% video viewers for my social media profiles.

You can set this up by clicking “Create Audience.”

Then click “Custom Audience.”

Then under “Use Facebook Sources,” click “Video.”

From here, you can create different audiences based on video engagement. Although it’s a bit time consuming, I suggest that you create one for each of these.

Next, you can choose a specific video.

In the section below where it says “In the past ___ days,” you can choose the people who viewed your video within X amount of days.

I usually do 180 days, but the less days the more on top of mind you are to the audience.

For example, for this audience I set it up for 21 days. This means that whoever viewed my video within the past 21 days would be in this audience.

For this audience here, I wrote “INCLUSIONS” because we made it so that the viewers don’t get served ads that they already have seen.

The traffic will get served our top-of-the-funnel ads. If they watch 10+ seconds, they are ready to see our next ads. They become apart of the “INCLUSIONS” audience. But to prevent us from being annoying, we removed anyone who purchased from us or been to our landing page.

We set these exclusions to move people down the ad funnel so they are not getting served the previous ad anymore.

Next in the swipe file are the top, mid, and bottom funnel video views.

You can also target specific URLs on your website.

If you’re a B2B company, you can set up custom audiences for the people who have been to your service page URLs and/or case study URLs.

For e-commerce, it will be your product page URLs.

Additionally, you can create a custom audience targeting specific content.

For example, on our agency website From The Future, we wrote a guide on Demandware SEO.

This post ranks really well on organic search and it tells us that the people who come to this guide are having issues with SEO and that they need help.

Now that we know the intent of the readers of this blog post, we can drive a remarketing ad to them offering demandware help.

You can set this up by clicking “Create Audience,” then click “Custom Audience.”

Next, click “Website Traffic.”

You can start by targeting people who visited your website, specific URLs, visitors by time spent, etc.

In this case, we’ll be targeting people who visited a specific page.

Then you can exclude people (by clicking the “Exclude” button on the right) who actually became a lead, made a purchase, etc.

And again, you want to keep the time frame short because you’ll be more top of mind.

The last page of audiences left on this swipe file is for events.

Events

Events can be offline or online (on or off the Facebook platform).

For example, I do Facebook lives and I promote that to people. You can do this by setting up a custom audience targeting the people that engaged with a past event.

Same with Facebook pages. You can create a custom audience of the people that have sent you a message, engaged with a post or ad, etc.

A custom audience that I really love is anyone who engaged with my Instagram profile (your profile has to be a business profile).

There’s a ton of engagement on Instagram that goes unnoticed because people don’t just follow people. However, you can track the people who have been to your page and you can remarket to them.

Another audience could be a customer list, email list, etc. You can upload your database to Facebook as a CSV file and Facebook can create that as a custom audience.

You can find this by clicking “Create Audience,” then by clicking “Custom Audiences.”

Then click “Customer List.”

All you need is an email, but the more information you give Facebook the better.

Wrapping It Up

With the way social media is, it’s hard to get people to like pages, follow you, etc. It’s also even harder to convert people into leads, sales, etc.

That’s why it’s important to capture the people who have shown some interest in your company. Now that you are equipped with knowledge on custom audiences, you should be able to remarket traffic effectively and efficiently.

As always, drop a comment down below if you have any questions and I’ll be sure to answer it as soon as I can.

Until next blog.