Tips For Creating Custom Audiences
I’m going to kind of explain a few of them that I have here real quickly and then walk through some other ones and explain why I create these and how I use them within my campaign so that you can fit some additional new audiences into your strategies that maybe you haven’t considered or thought about using.
Really, this video is meant to try to help you today.
All right, the first thing that I did here is this audience that I created down here, this is an audience of people who have opted in for one of my lead magnets.
I have several of them, so we combo up, we set all the settings so that all of the lead magnets get added to this one audience, everybody that ops in. Then we also exclude people who have bought one of our programs, in the way that I set up this audience.
Let me go in here and I should be able to edit this and show. I go in here and I choose people who visited specific web pages and I put the thank you pages in the contains and then I put our buyer thank you pages in this doesn’t contains.
That way I get people that opted in, but they did not buy, and I segment them out and I just set the days to the past 30 days.
That way I get a fresh group of people that are coming into my lead magnet funnels but they’re not buying my course, for whatever reason, or whatever I’m offering in this particular funnel.
What I do with this type of audience is this is what I consider to be our lowest-hanging fruit in a marketing funnel when we’re driving paid traffic.
What we’ll do is we will use what we call a non-buyer retargeting strategy to this audience, where we will put an ad together, show it to this group of people, where we try to overcome the objections that we know our customers have to buying the product and then try to show them how the product will solve whatever issue they have going on in their lives that our particular product solves.
That’s what we do with that particular audience and the creative that we put out to that audience. When we keep it at about 30 days, generally if we follow that format, we will see very profitable sales from that audience.
Now, what I got here is this is actually a group of people that I wanted to segment out. Here, what we have is I’m including people that have visited any of my domains, but they have not opted in or bought. They’re looky-loos. These are people in the last 90 days.
These are people that are checking me out, but they haven’t taken that next step. They haven’t opted in, they haven’t bought anything from me yet.
What I’m going to do with this particular audience and the strategy that I use there, is I like to do some more educational pieces. I’ll put out videos to that audience and have it more content heavy but then have a gentle call to action that leads people into the top end of my marketing funnel.
I’ll use that audience for a lead-generation strategy, and I like to use video and content and useful information to guide that person and nurture them along the process to becoming ideally a lead, so then my lead nurture process will ideally convert them into a customer.
This next audience right here is one that’s made off of engagement when you go to create an audience here. If you go to custom audience, it’s under the engagement tab here and it’s based on the Facebook page.
What I did here was I created an audience off of—one of the options you get here when you choose that page is people who clicked any call to action button. If you’re running ads, typically the call to action buttons are on the posts on your ads.
These settings here apply to your ads just as much as they do any posts that you make on your fan page. If you happen to make a post on your fan page that has a call to action button and someone clicks it, that’s organic traffic, so that’s highly-engaged traffic.
This is really good traffic. It’s people who have either seen your ad or seen a post on your fan page and they’ve actually clicked the call to action button.
What I like to do with this one is I put it out 180 days, because I’m running traffic all the time and if you’re playing the long game, you’d want to do this anyways to get a bigger audience. What I’m going to do is use this audience for a further lead generation strategy.
We can’t use an exclusion in this one because it’s built off of the engagement from the fan page instead of website traffic like the other ones, so I just set this audience up to include these people.
Now, when I go and create my actual ad campaign, what I’m going to do is I’m going to have another custom audience in here that I’m going to create, which I’ll actually show you guys here next. I’ll do this right now live. We’re going to do this off of website traffic.
This is going to be—these are going to be people who have visited or who have actually opted in to my web forms within the last—I think I can go up to 365, let me see here. Yeah, no, I can go to 180, so in the last 6 months.
I’m going to put the URLs in here that define my thank you pages for opting in. This is going to be an audience of people who have opted in.
Now, when I set up my ads to this group back here, this fan page clickers, I’m going to exclude this audience of opt-in people. Now what I’m going to get is when I set up that ad is I’ll have a group of people that have clicked a call to action button on an ad or one of or my organic posts, but they have not opted in yet. That’s a very highly-engaged audience.
What we’re going to do is we’re going to send out an ad to those people to get them to come back and try to get them to opt in.
That’s what I’m trying to do with this particular strategy, so I’m going to pause this and create this audience real quick.
Okay, so I got that done. Now, I’m going to create another audience here to show you guys another strategy that I like to do, maybe you may not have thought about, is it’s going to be another engagement one and it’s going to be from a video.
Then you go over here and browse for—what amount of engagement do you want on the video to create this audience from? The amount that you choose really depends on how long your video is. If it’s a really short video, then you want to use a shorter amount of time.
But if it’s a longer video and you want people to have consumed a certain portion of the content of that video before you want to put them on this audience, then you’ll want to use a bigger percentage.
What I’m going to do in this case, is my video is about six minutes long and it’s meant to really get people going, so I need to have 50% on that. Then we go choose videos. What you get to do here is select from your fan pages. I got a whole bunch of them that I’m on still here.
This happens to be the video that I want to use right here, so I’m going to go ahead and confirm that.
Then what I want to do is make this out of people who have visited in the past 30 days. This is going to be our audience for FB Live, Instagram case study and 50% viewed.
I did a Facebook Live where I offered an Instagram case study, and that’s 50% of people who viewed 50% of the video. That’s what it’s going to give me there.
What I’m going to do then is I’m going to—when this gets done and it starts building, because I’m running ads to this video now, I just did this video earlier today, this FB Live. I’m turning it into an ad, it’s boosting right now, and then I’m going to turn it into an ad and sent it out through targeting to cold traffic.
This audience is going to build, build, build, build, build and then what I’ll do is I’ll recreate a targeting ad to that audience and people who watched, but they didn’t the next step. Like they didn’t opt in, because I’m offering a lead magnet on this video.
I’m going to exclude all the opt-ins again. I’m going to exclude this audience, and that’s going to give me a segment of people who watch 50% of this video and they did not opt in.
I’m going to put an ad out to them, going straight to my lead magnet and use that to generate more leads. It’s another way to get more leads and leverage traffic and warm up traffic, using other assets that you have.
This is how you got an engineer-create conversion in the environment today.
Another thing that I can start doing next after these audiences build and I prove them out, is I can then start taking and creating lookalikes off of these audiences.
I’m not going to do that right away. I’m going to wait until I get the audiences built up and I’ve got enough data on there to where when I create those lookalikes, they’ll be quality lookalike audiences, based off of the data Facebook has been getting, and then they’ll be able to—they should be able to give me traffic that will react better my ads, convert better, and help the whole thing with a lot better. That’s how this thing is designed.
You got to do these things in phases like this and you just kind of work your way through and layer these different kinds of audience and use the whole thing to create what I call part of your Multichannel eco system.
Hopefully you’ll find this video to be helpful and it’ll give you some ideas on how you can leverage more audiences and get a little bit more creative. We find that with these particular audiences, we get so much better costs that it actually helps us to bring down averages from higher costs on cold traffic.
You got to get really creative with your retargeting and get really good at your messaging format, and your front end cold traffic eyes and you’ll be able to still kill it with anti-traffics or especially Facebook today.
All right, I hope you d that video to be helpful in creating and scaling profitable ads for your business. You can go ahead and use what we talked about in there, to model an implement two tactics into your business and that really is the difference between winning and losing the paid ad game.
You see, after profitably spending over $30 million over the years, generating over $100 million in sales for my clients, I’ve seen everything when it comes to profitably scaling campaigns and I can tell you that right now, in today’s day and age, that a course is not going to give you the solution that you need to scale and make the most money out of your ads possible.
As an As an advertiser running ads today, what you need is, you need help with answering the question: What do I do now? That video that I just showed you was a response to one of our clients inside of our Academy of Advertising Profits Society and that is our program that we put together specifically to help advertisers like you to answer that question: What do I do now?
The way that it works is that we can give you customized solutions to your specific issues that are preventing you from scaling your campaigns and making the kind of money that you want to make.
For the right person, I can actually guarantee your results. That’s right. This is like nothing else that you’ve ever seen out there before. I can literally guarantee your results and I can guarantee quite a bit of results for you if you’re the right person.
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