How To Create A Facebook Custom AudienceLog into your Facebook Ads Manager and click Audiences. On this page you can then click create audience to start creating your first Custom Audience. A popup will open which will ask you to pick which type of Custom Audience you would like to create.
Types of Custom AudiencesYou will have the option to pick between 4 different custom audiences. Customer File – A list of email addresses, phone numbers or Facebook user ID’s that Facebook will use to match with users profiles on Facebook. Usually Facebook matches around 60-80% of your list to an active Facebook account that you can market too. Website Custom Audiences – Instead of using a list of email addresses to create a list of people to advertise to Facebook can create a list of people that have visited your website. To do this you will need to install a small piece of code on your website called a Facebook pixel. App Activity – If you have an app you can target people based on the actions that they take when using the app. This option won’t apply to the vast majority of real estate agents. Engagement on Facebook – You can create a custom audience of people that engage with your ads or your page.
How To Create A Customer File Custom AudienceIf you want to create an ad that you can target people from your database then you will want to go with the customer file. You will then have the option to either import a list from MailChimp (an email autoresponder software) or manually upload a CSV file with the data.
Manual UploadThe majority of you reading this will not be using a MailChimp account so manually uploading your database will be the only option. To manually upload your database click “Choose a file or copy and paste data” This is where you can upload your database of emails, phone numbers or Facebook UID’s. Here you will have the option to upload your database via CSV or TXT. If you have your database in this format you can upload that in the box. If you don’t have your database in a file that can be converted to CSV or TXT you can copy and paste the information in the copy and paste field. It may be beneficial to have a quick read through Facebooks best practices for preparing your customer data to make sure that it is formatted correctly so that all of your database is accepted by Facebook. Once you have uploaded your database you can give your audience a name. Make sure it is something that you will be able to recognise in the future as you may create multiple custom audiences down the line. Now Facebook will need to map your data. In the list uploaded below there are only email addresses. If you are uploading a list that has multiple elements such as names, emails and phone numbers. You will have multiple fields that Facebook needs to map. Facebook will show a preview of the data and will tell you what it thinks it is.
There are three statuses you may see in this preview:
means Facebook thinks they know what type of data this is (but you can change this if it’s wrong ) and will use it when trying to match the information in your customer file to people on Facebook. Only the data with this symbol gets uploaded for matching.
means Facebook aren’t sure what type of data this is or you’ve told us to leave it out of matching. If you get this symbol you can manually tell Facebook what the data is.
means the data type has been identified (either by Facebook automatically or by you), but Facebook can’t detect a supported format. You may have to reformat the data in your file or select a formatting option.
How to Create A Website Traffic Custom AudienceThere are a number of great ways to use the website traffic Custom Audience’s on Facebook. If somebody is looking at your website they are obviously interested in doing business with you or one of the houses you are selling. But most people don’t make a decision on their first on their first visit. Wouldn’t it be great to be able to get your face in front of a potential vendor after you know they have been looking at you online. You could show them an ad where they can request an appraisal, show them a marketplace report, or ask them to get in touch with yourself. What about people that are looking at a listing you have for sale on your website. Wouldn’t it be great to be able to show them that listing again or other similar listings you have. You could even show them an ad asking them to get in touch about selling their house. The opportunities are endless when it comes to retargeting your website’s visitors and can bring in great results.
Installing The Facebook PixelSo as Facebook can tell who has visited your site you must install a small piece of code in your website. The Pixel allows Facebook to track users of your website and add them to your custom audience. Important Note: There can only be ONE Pixel per Ad Account!
- Click Create a Pixel (if you already have a Pixel, you won’t see the “Create a Pixel” button)
- Enter a name for your pixel. Since there’s only one pixel per ad account, choose a name that represents your business.
- Make sure you’ve checked the box to accept the terms
- Your Facebook Pixel tracks multiple events depending on the page.
- Anyone who visits your website
- People who visit specific pages
- People visiting specific pages and not others
- People who haven’t visited your website in a certain amount of time