Why Use Facebook Audiences?
And the idea of an Audience is a group of people built around certain elements that speak to certain demographics that you're trying to shoot for. So, you have Custom, Look-Alike, and Saved Audiences. So, Custom Audience is, well, let's go through Facebook Audiences first. Facebook Audiences, they allow you to target incredibly specific individuals or specific interests, specific groups. It can help you improve promotions, post boosts, and effectiveness of ads, so you can make sure you're hitting the right kind of individuals. It will help you save a lot of money in the end because you're not wasting you're money trying to boost your posts to people that really don't care about it. It can help you find your target market so you can use those ideas of creating interest audiences so you can create an audience essentially wrapped around, again, people that follow me or people that follow CreativeLive or people that follow National Geographic or whoever it is that you feel is a tie to the ...
audience you think you want. National Geographic gets a ton of interaction on places like Instagram. Maybe you want to target some quick ads showcasing your work to those individuals trying to get them over to see some of your stuff. So, creating a New Custom Audience, you can open up Facebook Ad Manager, you're going to go to the Tools, and you're going to choose Audiences. So, this is showing the Ad Manager in mobile, but you actually need to do this on a desktop. You're going to click Create Audience after you've gone to the Audience section, select Custom Audience and from there, you have one of the different options. So, if you create a Custom Audience, you can sit there and use it from a customer file. So, this is essentially pulling information, say if you had a newsletter. You could sit there and use web traffic, so this is kind of like the pixel we were talking about. You can use App Activity if you created an app and wanted to track people that way. Or, you can even newly, you can select the idea of engagement, so people that have actually engaged, physically engaged, with your content. So, you can create an audience based on the most engaging aspects of people that follow you and then target stuff specifically back to them. It can be great, again, if you're offering products or services or you're trying to get high engagement for stuff that you're pushing out there. So, creating a Look-Alike Audience is essentially the idea of, you have an audience or you have an interest page, or you have something attached to it, and you want to create an audience that is very similar but different. So, for me, like, my source is Colby Brown Photography, and I'm creating a Look-Alike Audience for, "What does the demographics that follow my Facebook page look like?" And then, give me something that's similar so it's going to see different people, but that have similar characteristics or maybe it's online spending, maybe it's, you know, male to female ratio, whatever it is. Again, you have a higher propensity or an opportunity to reach these people that might also be interested in your page. So, creating a Saved Audience, this is where you create that stuff based on the interests of other pages, so Look-Alikes are generally tied to what your page is about. But, this is where you create a Saved Audience. So here, this is where you can create detailed targeting based on the variables you want to specify. So, you can sit there and say, "Create a Custom Audience," you can give it whatever name you want it. And, right here we say Christopher Chard Photography, CreativeLive, Von Wong, you can throw Colby Brown, whoever you want in there. And, it will create an audience based on the people that are following those individuals. Now, sometimes it's not necessarily exactly who was following those individuals. It's people that are like them. But, regardless, it's giving you a higher percentage or a higher specified target in order to create things to showcase them to. So, Audiences are really big and what most people never touch or know about. So, I highly recommend that you play with them and see what might work for you.