As a store owner or e-commerce business, ads are an essential part of your marketing strategy. There are two main ad types you need to be aware of. Those are dynamic and static ads.
These two ad formats are in constant comparison. Which means you need to know as much as you can about them.
For the purpose of this article, we are focusing on e-commerce businesses and their use of dynamic and static ads.
We’ll explain each ad type, compare them, then see which is more suitable for your store.
So what are the differences between dynamic and static ads?
Let’s find out.
Dynamic and static ads
Before we begin, there are a few points we’d like to highlight.
When you’re about which ad type to use, you’ll need to consider your budget and audience.
You’ll also need to consider your ad frequency so not to spam current and potential customers with your ads.
In addition, the dynamic and static ads mentioned in this article primarily relate to Facebook.
Last but not least, Facebook reported that the number of people advertisers can reach on its platform stood at 2.14 billion in Q4 2020. That’s a 2.2% growth from Q3 2020.
What are static ads?
Static ads are ads that involve a static image. The earliest forms of ads were static ads.
Many businesses rely on static ads because they are less costly to make.
It’s cheaper to create a visual or even several visuals to A/B test than create a video for example.
In a dynamic vs static ads comparison, static ads can be easily used across multiple social media platforms without having to go through technical requirements – just image resizing.
Static ads are usually used to ask for something like asking for
Mobile app installs
Clicking a link
Redirecting to an external page (blog post, product…etc)
Depending on your ad placement, static ads can appear in a user’s News Feed on desktop or mobile or on the right hand side rail on desktop.
Static ads are a good option for businesses with limited ad budget.
Let’s see what their counterpart, dynamic ads have to offer.
What are dynamic ads?
Dynamic ads are ads that offer a rich experience to users. They can include video and multiple products or images.
Dynamic ads also offer a personalized and engaging experience and result in higher conversion rates for businesses.
When businesses create dynamic ads, they tend to create multiple versions to ensure that personalization. And because dynamic ads are more personalized than static ads, they tend to change based on consumer behavior.
Dynamic vs static ads
Comparing dynamic and static ads, there’s no winner. Simply, there’s no one-ad-type-fits-all-businesses.
Sad but true. You see what works for one business may not work for another.
This shouldn’t come as a surprise. However, there are 3 major determining factors for what to consider when you’re creating your ads.
If your site doesn’t offer a multitude of products, then a static ad would be a better option for you. On the other hand, if you’re selling hundreds of products, then dynamic ads will offer better options for you.
You can use dynamic ads to create a carousel of products whether as suggestions for customers on social media, especially Facebook, or for retargeting purposes.
Getting started with dynamic ads
To create a dynamic ad, you need to have a dynamic audience. This in turn means you should have a Facebook Product Catalog in place.
As an online business, you have a store with multiple products. We’re talking tens and hundreds of products not 5 or even 10 pieces.
You’ll need to upload those products to your Facebook Product Catalog. From there, you can begin creating a dynamic audience and dynamic ads.
Both dynamic and static ads work well with e-commerce businesses.
However, the size of the business and the marketing budget dictate what type of ads you can run.
If you have a small business with 10 or so products, static ads would be better for you. Of course, you can test dynamic ads to see how they work out for you.
But remember they’re more expensive to make.
If you have a larger business with a variety of products, dynamic offer personalization which translates into a higher conversion rate for your brand.
At Convertedin, we offer both ad types. In fact, we offer a step further into creating those ads and getting them running. That is: ads automation.
The Convertedin ads automation system helps store owners and businesses like you run ads on autopilot. This means you don’t have to worry about creating multiple ads for various product categories.
Ads Automation is the newest thing in ads. It’s what many online businesses are doing and what many e-commerce stores and shops want and need.
That’s why we have created your complete and go-to guide on Ads Automation and how Convertedin makes the process a piece of cake for businesses.
What Is Ads Automation?
What Is Convertedin?
What Is Automating Data Collection and Customer Unification?
What Is Automation Segmentation?
What Is Audience Automation and Lookalike Audience Creation?
What Is Automating Ads Creation?
What Types of Campaigns Are Supported by Convertedin?
What Is Facebook and Google Pixel?
What Is Catalog Automation?
What Is the Onboarding Process?
Store owners, e-commerce business, and media buyers often struggle with customer data and how to use that data to create audiences, ads and campaigns, and reach their ideal customers.
It’s true, despite the upgrades provided by social and digital marketing channels like Facebook, Twitter, and Google, it’s still no easy feat to have everything in one place.
The targeting and ads creation process is still time-and-cash-consuming and involves many errors.
But what if you could zoom in on a customer and target them directly?
What if, instead of creating audiences and individual ad campaigns, everything could be done for you, easily and effectively with no human error?
Business would be a lot easier, right?
If the hassle of creating audiences, targeting and segmenting them, and then selling to customers is something that has ailed you for some time, then the solution to your problem is: Automation.
And we have just the tool.
Read on to find out what ads automation is, how you can collect customer data, segment customers, create ads, and lots more, automatically.
What Is Ads Automation?
Ads Automation is the process of creating ads automatically based on data you provide or those generated for you.
Automated ads remove the guesswork involved in advertising and reaching audiences.
In other words, if you have an audience ready, Convertedin can easily target them and generate lookalike audiences and then target and retarget them for you.
What does Convertedin do in Ads Automation?
If you don’t have an audience, Convertedin will generate the most suitable and compatible audience for your business and then generate lookalike audiences, and launch campaigns and retargeting options without you having to lift a finger.
What Is Convertedin?
Convertedin is an ads automation platform that helps e-commerce businesses, marketers, and media buyers manage data, audiences and ads campaigns seamlessly and effectively.
You no longer have to go through each campaign or ad set manually.
If you already have some customer data ready, you can upload it to the Convertedin CRM, which will convert this data into segments and then audiences to be targeted.
The Convertedin CRM will also create unlimited segments for your customers, based on either initial data you provide or data provided by Pixels installed on your website.
Convertedin’s segmentation system will manage segments and create new ones based on your visitors and their behavior.
From these segments, you will be able to target potential customers, reach out to people who browse but never purchase, and understand your customers and how they react to your store much better.
Convertedin offers you multiple digital channels for your ads campaigns, including but not limited to Facebook, Google Ads, and Twitter.
What Is Automating Data Collection and Customer Unification?
Any business needs to collect data about its customers so it can sell to them and reach more customers and expand its footprint.
However, the process of collecting customer data is strenuous to say the least.
Not to mention, you not only have to collect data, but also ensure that it’s not scattered, duplicated or lost.
At Convertedin, everything is about automation. This includes tools to make even the most annoying tasks simple and manageable.
What does this mean?
The Convertedin platform goes through all the data on your website or e-commerce business, including new and old customer data, creates customer profiles, and combines it in one place. In other words, Convertedin unifies all the data.
Any interaction between your business and your customer, such as website visits, adding to cart,…etc, the Convertedin platform will log that event and add it to your Convertedin account.
In other words, you no longer have to worry about scattered data and wasted ad spend.
In fact, having unified customer data means you can tailor ads based on your knowledge of your customer’s purchasing history and accordingly recommend relevant products to them.
This increases customer loyalty and can generate more sales.
And the best part?
All this is done on autopilot. Which means you save time and effort, cut costs, and save money while advertising.
What Is Automation Segmentation?
Segmentation is the process of dividing customers, users, buyers, or any type of people into groups or segments.
Segmentation is looking at customers from an analysis and analytics perspective.
Thissegmentation process helps you learn more about your customers and divide them into groups so you can target them with ads.
If you want to sell men’s shaving cream, your target segments should therefore be men in several age groups.
It would be pointless to have women in that category. That’s what a segment is for.
Once you connect Convertedin to your data source, the tool begins the segmentation process, giving you an unlimited number of segments to use based on the size of your business.
You can literally have 1,000+ segments for your business, allowing you to reach specific customers and generate more sales.
There are two main types of segments available on Convertedin. These are:
1) Pre-defined Segment: This includes 27 user segments such as high-spending customers, low-spending customers, idle customers, one-time shoppers, loyal customers…etc.
2) Dynamic/Generated Segment: These segments are generated based on data available from your business’s website.
Each product in your store will have the following three main segments:
– Customers who bought the product
– People who added the product to their cart but didn’t buy
– Customers who are likely to buy from you based on Convertedin’s AI recommendation engine.
So, for example if your business sells shampoos for colored hair, each shampoo product will have the above-mentioned three segments.
Once you have created your segments, it’s time to take them to the next level which is transforming them into an audience that can be used in ad.
With Convertedin, this process is automated as well.
What Is Audience Automation and Lookalike Audience Creation?
So far we have covered data collection and segmentation. Now we move on to the next part, which is creating audiences and lookalike audiences.
What is an audience?
An audience is your target customers. It’s those people you have segmented into groups that are now going to be targeted with your ad campaign.
Creating an audience may not be a difficult task, but how about creating hundreds and thousands of audiences?
Not so easy anymore, right?
That’s what Convertedin does. It segments your customers, turns them into hundreds and thousands of audiences and targets them on social media and Google through several ads.
There are three types of audiences Convertedin works with. These are: Custom audiences, lookalike audiences, and dynamic audiences.
Let’s go into detail about each type of audience.
Acustom audience is an ad targeting option that lets you, as a business, find your current customers on platforms like Facebook.
In this case, you will need to upload resources like customer emails, customer lists, web and mobile app traffic, or customer engagement on the platform to create a custom audience.
You don’t need to upload all of these, just one of them will do.
In other words, these are your current customers. They know you and may have previously shopped from you before.
Alookalike audience is an audience that has similar qualities to your custom audience. They are people who act like your customers and are therefore potential customers for you.
Facebook explains it best. It describes the lookalike audience as “a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”
In addition, Facebook says that when it’s time to grow your business, that’s when you use your custom audience to create a Lookalike Audience.
For example, Convertedin creates a segment called “high-spending customers.” It then turns them into an audience (called “high-spending customer audience”) to use in an ad campaign. After that, Convertedin will create five lookalike audiences based on that audience.
Adynamic audience is for companies and e-commerce businesses who have a product catalog, particularly a Facebook Product Catalog.
If you don’t have a catalog, you won’t be using this type of audience.
Now that you’re familiar with the audiences, let’s see how this lines up in the ads creation process.
Imagine the number of audiences and lookalike audiences and the time, effort, and money needed… what if this can be automated to save all 3?
Convertedin is all about optimization and automation. So the process of creating the above mentioned audiences and creating ads campaigns is a piece of cake.
Everything is done via the Convertedin account. You won’t have to do a thing, except save a ton of time and lots of precious dollars.
Automating Ads Creation
Now that you have your audiences ready, it’s time to move on to ad creation or rather the automation of the ads creation process.
Normally, Automated Ads is a feature offered by platforms such as Facebook and Google. The process involves machine learning and artificial intelligence to build and run ads with minimal content during setup.
But how many ads can you run at the same time?
Or better how many ads can you keep up with at the same time?
Not a hundred, we can guess.
That’s what Convertedin does. We take the hassle out of the process and ads are created based on the audiences and everything is run automatically from your Convertedin account.
And yes, you can run hundreds of ads at the same time.
Let’s say one of your customers was targeted with an ad campaign. They clicked the product or added it to their cart, but never purchased it.
In a retargeting campaign, this customer is at the top of the list. They are interested but need to see your ad a couple more times to make the purchase.
Using the hundreds and thousands of audiences the Convertedin tool has created, Convertedin takes on the targeting and ads creation.
No manual work or need to hire a team, which means saving time and money, not to mention sparing yourself a massive headache.
Convertedin generates all the data and enables you to run as many as 1,000 ad campaigns as you like.
What Types of Campaigns Are Supported by Convertedin?
Like everything to do with advertising, there are various types of campaigns your business can work with.
Here is a laydown of the campaigns, Convertedin works with:
1)Prospecting: This is a kind of cold reach. Basically, these are customers your business has never interacted with before.
This campaign is created based on a lookalike audience of people who previously purchased from your business.
In other words, you have an audience of buyers, these are new people but who are similar to your buyers.
2)Retargeting: Once people from lookalike audiences take action (such as clicking on a product), they become part of a retargeted audience.
In addition, customers from your current audiences are retargeted as an upsell.
They have previously purchased a product, so Convertedin shows them similar or related products that they are more likely to need and buy.
Moreover, any person who comes to your website, as long as you have included the Facebook Pixel, will be added to your audiences and retargeted automatically.
3)Dynamic Prospecting: This applies to Facebook. The social media platform checks who has entered your website or online store and creates an audience of people similar to them. It’s like a dynamic lookalike audience but no one uses this term.
4)Dynamic Retargeting: Whenever a customer accesses an item on your product catalog, the moment they log in on Facebook, they will see an ad with the item they viewed in the catalog.
Once a customer enters your website or online store, they are automatically included in your audience lists and can easily be retargeted as a potential buyer.
What Is Facebook and Google Pixel?
When you’re advertising a product or business, it’s important to track where your customers are coming from, where they are going (on your site or store), and what they are doing there.
When conducting ads, whether on Facebook or any other platform, there are a few basic rules you need to remember. Think of them as a 3-point checklist.
Your branding needs to be the same across all ad formats, even if you’re targeting different audiences. Experiment with different text, images, and calls-to-action (CTAs).
Run campaigns for at least two weeks, with minor changes if needed, so you can find out what works and what doesn’t.
Refresh your ads regularly to avoid being repetitive, since many Facebook users log in daily.
Depending on your choice of platform and where your audience are, you’ll notice that different platforms have similar ad options.
For today, we’ll be focusing on Facebook ads, particularly the differences between the Dynamic Ad and the Static Ad.
Each of these Facebook ad types offers “a different set of risks and rewards,” explains Adquadrant.
Let’s go into detail and see what each is about.
But First Some Data
On average, Facebook enjoys roughly 1.79 billion active daily users, according to June 2020 data by Zephoria.
Moreover, like any ad format, it’s important to segment your users carefully to ensure your ads are well-targeted and avoid wasting ad spend.
The amount of content a Facebook user can see in their News Feed could reach or exceed 1,500 updates. This includes likes, shares, stories, and page updates.
Facebook’s algorithms then attempt to reduce that number to 300 updates. This is based on a user’s likes, hides, and their scrolling activity, explains Nanigans.com.
Static Ads involve page posts, page likes, mobile app installs, and directing users to a landing page.
This ad type normally appears either in a user’s News Feed or on the right hand-side of the page if they are using desktop, or on a mobile’s News Feed.
Static ads work best with seasonal and regional topics, as well as major local or international events.
This makes your ads less intrusive because your target audience and their friends and family may be talking about these topics.
If you’re using a video ad, then “the goal is to raise brand awareness and word of mouth. In contrast, static ads are aimed at directing consumers somewhere else, so make sure your landing page or app is ready to receive visitors,” says Nanigans.com.
Dynamic ads are used to promote your business’s inventory “to people who have expressed interest on your website, in your app or elsewhere on the Internet,” explains Facebook.
These ads “look exactly like other single image ads, carousel ads or collection ads on Facebook, Instagram and Audience Network.”
The difference is, instead of having to create an individual ad for each product or item in your inventory, dynamic ads allow you to create “an ad template that automatically uses images and details from your catalogue for items you’d like to advertise,” Facebook says.
You can use dynamic audience and dynamic ads to retarget customers who took an action on your website or app.
You can even use broad audience targeting and reach people who “may not have visited your website or app before.”
One of the best ways online sellers and shops can advertise their products and generate sales is through Facebook. Specifically, through the Facebook Product Catalog.
Whether you are an e-commerce business, ticketing agent, or even a hotel offering rooms and suites, the Facebook Catalog can help your business.
Here’s what you need to know about this sales option from Facebook.
What is the Facebook Product Catalog?
As its name suggests, it’s a catalog where businesses can showcase their products and services.
Remember when customers bought catalogs for their favorite brands and went through them to pick out what they wanted to buy?
IKEA is still one of those brands who publishes product catalogs with price tags for each their products.
That said, most customers and businesses are now online, specifically on Facebook, which has garnered over 2.6 billion daily active users.
With figures like that, it’s no wonder businesses are taking unprecedented steps to be on the social platform.
How Does the Facebook Product Catalog Work?
Like the published catalogs, the Facebook Catalog allows companies and sellers to display their products on its platform. Customers can then access these products and purchase them via the company’s catalog on Facebook and Instagram.
“You can create catalogs for different types of inventory, such as products (e-commerce), hotels, flights, destinations, home listings or vehicles,” Facebook explains.
The tool used to manage a brand’s catalogs is called the Catalog Manager. You will need to upload your products one by one to the product catalog.
What Can I Do with Facebook Catalog?
Once your Facebook Product Catalog is ready, which can be used both for Facebook and Instagram, you can:
Add and manage information for your inventory. This includes titles, images, product descriptions, prices, and other options.
The obvious answer is yes. It’s no secret that Facebook would like to create ads for anything and everything on its platform.
These are the types of ads you can create once you’ve created your company’s Facebook Product Catalog.
This option is only available for products. In other words, non-tangible services don’t qualify.
Using Instagram Shopping, you can include your products in both Instagram posts and stories.
In the United States, Facebook allows customers to purchase products directly from Instagram and check out from the platform.
Facebook Page Shop
Like its predecessor, this ad type is only applicable to products.
In this case, the shop on your business page acts like a storefront, while the catalog acts as a warehouse that stores your shop’s inventory.
“If you already have a Page shop with at least one product in it, [then Facebook has] automatically created a catalog for you in Catalog Manager that’s connected to your shop,” the social media platform explains.
The Facebook Page Shop allows you to manage your inventory either in your shop or in the Catalog Manager.
In other words, if your Facebook page doesn’t have a catalog you won’t be using dynamics audiences or dynamic ads in the near future.
It’s an audience that relies on engagement and interactions between customers and your products.
How Do Dynamic Audiences Work?
Put simply, if you have a product catalog on Facebook, once customers engage with it, then you have a dynamic audience.
Whether these users or customers have clicked on one or more of your products, bought an item from you, or simply added a product to their cart, this counts as an interaction with your shop and catalog and goes into to generate a Facebook Dynamic Audience.
That said, there’s an important aspect to remember before you can start searching for your dynamic audience.
Your store needs to have the Facebook tracking pixel integrated in order to track your customers’ actions, says Nicolas Vibet, chief product officer at MakeMeReach.com.
How Is this Audience Dynamic?
The answer is since this audience type relies on interactions, it’s ever-growing.
Today you can have 10 users engage with your products, tomorrow that number can be 100.
Regardless of the number, whether it increases or decreases, the audience keeps forming and growing, making it a dynamic audience.
“Any interaction from users with your products, website or content will be tracked, and will design the Dynamic Audience further, reaching more people in the future,” says Vibet.
How Do I Use Facebook Dynamic Audiences?
Facebook doesn’t leave anything to chance. For the dynamic audience, Facebook has created an ad type called Dynamic Ads.
In brief, dynamic ads use items from your product catalog and display them to people who have “looked at or searched for” your products online.
Dynamic ads “match items from your catalog with events from a Facebook Pixel or [software development kit (SDK)], a piece of code installed on your website or app,” Facebook explains.
More on Facebook’s Dynamic Ads in our next blog post!
One of the most important options provided by Facebook for businesses is the Facebook Pixel. Companies, small and large, use it for tracking purposes.
But what is the Facebook Pixel and how does it work?
That’s what we will be talking about today.
Facebook Pixel Basics
Facebook introduces its Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your advertising campaigns.”
Simple yes, but let’s explain it further.
You’re a business and you have a website. There is a lot of data you need, such as: Who are these people visiting your website? Where are they coming from? What pages do they visit? Which pages do they leave?
If these people are coming because you’re creating ads on Facebook, are they converting? Or people landing then leaving?
How Does the Facebook Pixel Work?
When you have a Facebook Pixel installed in your website, you can use it to track people’s actions when they visit your webpages. For example, you can track actions like buying a product or service.
Once they take an action, the Pixel is activated and reports the action taken. This means, you will know when a customer clicks your Facebook ad and converts on your website.
The “pixel also tracks user-generated events, such as sites visited, products added to cart, checkouts initiated and purchases made. So much as submitting a lead form on a website with a pixel gets thrown into the mix,” explains Adage.com.
“You’ll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization,” Facebook explains.
What can the Facebook Pixel do?
Its primary function is to “track.” But here is a list of tracking options that the Facebook Pixel can perform:
1) Measure conversions across multiple devices
2) Optimize delivery to people who are more likely to take action
3) Create custom audiences from visitors to your website
4) Give you more data about your website traffic
How to Set Up the Facebook Pixel?
Adding the Pixel to your website isn’t difficult.
You can even do it yourself if you can access your website’s code, you can step-by-step instructions using Facebook’s Help Centre.
Or you can have your developer set it up for you. Most people and businesses prefer the latter option.
Last but not least
If you’re just starting out, it would be a good idea to embed the Facebook Pixel into your website early on so you can track your audiences and their actions across your site. It will collect the data from your visitors and send it back to you.
“By targeting broader ranges of people you think will respond positively on your site, you’ll help feed the hungry pixel much-needed data that will later help you build lookalike audiences,” says Adage.com.
Facebook is a common go-to advertising platform, offering various audience options for advertisers including today’s topic: the Facebook Lookalike Audience.
Having surpassed the 2.6-billion daily active users mark, Facebook will remain a top contender when it comes to advertising dollars.
What is Facebook Lookalike Audience?
Facebook’s Lookalike Audience is one of several audience types Facebook allows advertisers to target when creating ads on its platform.
Like its name suggests, a lookalike audience is similar to your current audience.
Basically, you are telling Facebook “This is my audience now show me who is similar to them so I can target them with my ads.”
Here’s what Facebook says about its lookalike audience option: “[It’s] a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”
Facebook notes that when it’s time to “grow your business,” that’s when you use your custom audience to create a Lookalike Audience.
“Lookalike Audiences are lists of people to target with advertising who are similar to (or ‘look like’) the people currently engaging with your business,” Facebook explains.
HubSpot describes Facebook Lookalike Audience as a “sophisticated audience matchmaker for marketers.”
Benefits of Lookalike Audience
This Facebook audience type allows advertisers to reach and target the best customers for a brand. It is like levelling up from Facebook Custom Audiences, which you use as the basis for your lookalike audience.
Lookalike audiences “increase the probability of generating high-quality leads and offer more value on ad spend,” explains HubSpot.
How to Create a Facebook Lookalike Audience
Like the Custom Audiences, you can get your targeting data from several resources. These can include:
Customer information: You can generate this from a landing page, newsletter list, website traffic, or a survey filled by customers.
Visitors: People visiting your website are a great resource and offer tons of data that can be used to re-target them across Facebook. You will need to have a Facebook Pixel to compile this data.
Mobile app activity: With a mobile app for your business or e-commerce store, you can integrate it with active Facebook SDK event tracking. This collects data from people who have installed and used your app.
Engagement audience: This is an audience who has engaged with your brand or posts across Facebook or Instagram. Engagement, according to Facebook, entails actions such as likes, reactions, comments, or shares. It also includes filling forms, video views, and actions on your Facebook page or Instagram business account.
Offline events: If you have an offline or brick-and-mortar store, you can create a list of those who have visited your store. The information collected can include interactions such as in-store visits or calls.
Last quick tip
When you’re using Facebook Lookalike Audiences, include people who are more likely to buy from you or those who have already purchased your service or product.
“Many successful marketing campaigns are built on email lists containing individuals who have taken key actions already, such as adding an item to their cart or purchasing an item,” says Adage.com.
This helps narrow down audiences and gets your brand closer to people with a bigger chance of buying from you.
It’s common knowledge that Facebook ads are one of the most widely-used social media ads in the world. Businesses swear by them, especially when they get their Facebook Custom Audiences done right early on.
This shouldn’t come as a surprise, considering that the social media platform 2.6 billion active monthly users by the end of the first quarter of 2020, making it largest social network globally, according to Statista.
Facebook offers businesses and individuals alike a wide array of advertising options. Whether you’re targeting clicks, traffic, awareness, subscribers, or selling as an e-commerce store, there’s something that Facebook can help you with.
One of the top benefits to using Facebook advertising is its wide-ranging targeting options, which offer filters that help brands, companies, and e-commerce stores to reach relevant audiences with their products and messages.
Facebook ads allow advertisers to reach those customers who are more likely to respond to your ad. For example, if you want to get clicks to a blog post on your website, Facebook allows you to target people are more likely to click on links instead of those who don’t click.
But to advertise correctly, you need to be aware of the different audiences Facebook works with. This is exactly what we will be covering in this series of articles.
Facebook describes its custom audiences as “an ad targeting option that lets you find your existing audiences among people who are on Facebook.”
How? You upload resources like customer lists, website traffic, app traffic, or engagement on the social platform to create those audiences.
A Facebook Custom Audiences is an audience you’re already aware of and who are familiar with your business.
This custom audience is created from information you, as a business, have collected, which may include: e-mail addresses, phone numbers, addresses…etc.
Benefits of Facebook Custom Audiences
“Custom Audiences are one of the most highly-targeted forms of marketing, making them increasingly popular with ecommerce stores who want to keep their brand top-of-mind with interested consumers,” explains BigCommerce.com.
It adds that Facebook’s Custom Audiences allow stores to target “contextual advertisements directly at consumers” who recently visited those brands’ websites. This attracts people better as the products are “still fresh in their minds.”
When was the last time you visited an e-commerce store’s website only to find the products you’d been considering – or even added to your cart – showing up again on Facebook? That’s part of Facebook Custom Audiences and re-targeting.
Facebook Custom Audience Options
The social network allows you to create several types of Custom Audiences. These are:
Website Custom Audiences (based on traffic and data from your website)
Mobile app Custom Audiences (based on traffic, data, and actions from your mobile app)
Custom Audiences using a customer list
Engagement Custom Audiences
According to Facebook, each ad account can create up to 500 Custom Audiences.
Ideas for using Facebook Custom Audiences
Sometimes customers may go through an e-commerce store only to leave or forget about their shopping carts. But with Facebook Custom Audiences, you can target those audiences once more, reminding them of their searches but in a different environment.
This allows you to test different ad messages and see which converts better.
Sometimes users truly do forget what that they had a shopping cart somewhere. By creating a kind-of-reminder with a limited-time offer, you’ll be able to attract them to your store once more and to completing their purchase.
But that shouldn’t be your end target. It’s important to analyze the ads you create and see which gets the best response on Facebook.
In addition, using Facebook Custom Audiences, brands can even do micro-targeting. This allows them to target users who visited specific pages on their website.