one of the key factors of creating a successful campaign is having the right targeting In this chapter, we'll look at the strategic ways of targeting and retargeting by utilizing custom audiences and lookalike audiences which are created with information provided to us through that facebook pixel that we had just covered. These targeting measures allow us to reach audiences that are most likely to convert with the brand and therefore generate real business results for the client. After that, we'll also talk about custom and lookalike audiences and retargeting and we'll wrap it up with case studies and best practices. So after you've developed your consumer persona, you'll use it to create audiences and as manager that you can save and use for campaigns. However, a more strategic approach to reaching the right audience that will drive conversions are custom and lookalike audiences. A custom audience is one who has already engaged with you in some way. Whether that be subscribing to your...
email list, visiting your website or engaging with you on instagram for instagram, you can build a custom audience of users who have liked saved or interacted with your instagram content. They already know your brand and likely love your brand. They're going to respond well to seeing an ad on instagram and I'll show you how this can be done. Custom audiences are useful when you want to engage a group of people to remind them of your company or brand. You can use it to retarget them with similar content or if you want to grow engagement across platforms. So for example, maybe you want to be reaching all of your facebook followers and get them to start following you on instagram. Some ways that you can build out a custom audience is to either upload a customer file and I like to use this by by uploading any kind of email list that my client has. So their email database, if they're using mail chimp, there's actually a direct import from male chimp right into ads manager. So that's an easy thing that you can set up. The reason why I think an email custom audiences very highly effective for ads is because if you think about email marketing and if you know about email marketing, a 20% open rate is usually a healthy open rate, which means that 80% of the people on your email list are not seeing your message. But with this uploaded file, the platform will be selling ascending this ad and delivering this ad to everybody on that list once they're on instagram. And so this allows you to either reinforce content that you may have included in your email newsletters or if you do have an offer or promotion that you're trying to share with your entire list of subscribers. It's a great way to to inform people of it who may not be reading your emails. Um or it's again just a nice way to repeat that information to, to remind them of who you are specific to instagram when it comes to custom audiences, you'd want to click on engagement and then you could click on instagram business profile. So this is a list of anybody who was engaged with your instagram profile Up to the past year. So you can put up to 365 days here. You can also make that smaller, you can make it 30 days perhaps but this is everyone who is engaged with your business in any way. So maybe they visited your business profile, maybe they engage with your posts or your ad. So they may have liked it. Maybe they commented on it, maybe they saved it, they bookmarked it so that they can go back to it later. They may have sent you a direct message on instagram to inquire about something um or as I mentioned, they may have saved or bookmarked that before as well. So you can create a custom audience here, You would name it maybe instagram followers or instagram engagement and then you would create that audience accordingly. one of the most powerful ways of using custom audiences is actually also engaging with people that have visited your website. So this again would require the pixel, the facebook pixel to be installed on the website in order for the pixel to be tracking that people have actually visited your website. But assuming that is already set up, you can engage with people that have visited any page in on the website for up to 180 days. So that's the past six months. But you could also be much more strategic and deliberate and determine specific pages that people may have visited. So perhaps somebody went to a product page of yours and they never made it to the purchase confirmation page. Those people who visited product page but didn't make it to check out page are the people that you can then start to retarget with information content. Um maybe an offer to get them to to finish out their transaction with you. And this is classic of how that pair of shoes, as I had mentioned before, follows you around the internet. They're tagging people that have visited the product page for those shoes or that have completed an action which has also shown here. So if you set up your pixel to be tracking specific actions, one of the actions might be putting a product in the shopping cart as you can see here because we're using Mauricio hair. Again, that's not exactly relevant to this business. So for us, perhaps they've reached the contact us page but I'm going to exclude anybody that has already filled out that lead form. So now I'm getting everybody that has attempted to contact us or has been interested in contacting us but didn't actually fill out the form to book an appointment and I can then re target them with ads Maybe giving them a special offer, you know, book, book a haircut or hair treatment this week and get 20% off of your service or get a complimentary hair mask treatment while you're here for your next service. Whatever that might be to get them to close that deal, finalize that sale, generate that conversion. These are all great ways that you can be super targeted in your efforts on instagram to reach truly the right the right person with the right message. And let's say that's nice. You've figured out all of your custom audiences, you've built all of them. You build out your custom audience for your email followers, you've built out a custom audience for your instagram followers. You've built out various other custom audiences and your client says to you, that's lovely. But my goal is to grow my business. These these measures will only allow you to target people that have already engaged with you, which again, can be very powerful, but sometimes quite limiting depending on how many people are actually engaging with you. So in the case where your client wants to reach new clients, new customers and who doesn't want to do that, you create something called a lookalike audience lookalike audiences are automatically generated by facebook to mirror the same qualities and attributes as a seat audience. Similar to the automatic targeting feature in the instagram app. This feature allows you to prospect for new clients who are likely to behave in the same ways as another audience that you've saved your as manager