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5 Facebook retargeting audiences you didn’t know you could target
October 2, 2018
Retargeting is a pretty magical thing. If you’re not familiar with it, it basically allows you to deliver ads to people who have interacted with your brand in the past, whether it’s on your website, within Facebook, or within Instagram, and there are so many different types of Facebook retargeting audiences you can create.
5 Facebook retargeting audiences you didn't know you could target
The most common Facebook retargeting audiences are people who have taken an action on your website or people who’ve interacted with your business Instagram profile (or your Facebook business page). In this blog post, I’m looking at a few different types of Facebook retargeting audiences that you can create — ones which you might not know about.
First up, how do you set up a Facebook retargeting audience?
Step 1: Inside Facebook Ads Manager, you’ll see three horizontal lines in the top left-hand corner. Click this, and you’ll open up a whole menu. In this menu, click Audiences.
Step 2: Inside the Audiences screen, click Create New and then Custom Audience.
Step 3: Click Custom Audience, and this will bring you to the screen below, where you have a bunch of options for retargeting audiences.
Facebook retargeting audience #1: People who have engaged with your Instagram profile
This isn’t just people who have commented or liked your posts, it includes people who have viewed your profile. So, it’s a sneaky way to target those people who are lurking and not interacting. I love this one because I get so many people asking me how they can turn Instagram followers into paying customers or clients – and retargeting them with Facebook Ads is a really good way to do that.
By delivering them ads for your free opt-in, you can turn these Instagram profile viewers into email subscribers, and then you can keep marketing to them for free. And, ideally, you’ll one day turn them into a customer or a client. If you’re running a giveaway or an influencer campaign or anything where you’re driving a lot of people to your Instagram profile, this is a really great tactic to capture those people and to keep them engaged.
Facebook retargeting audience #2: People who have interacted with your Facebook events
Say you were running a free event, and you wanted to upsell these people to your paid program or services at the end. This would be a really great time to retarget the people who clicked “attending” to your event. Or if you’re running an event and you want to remind people that it’s happening, or if you want to tell them about something exciting that they’ll be interested in, then you could use this, too.
Facebook retargeting audience #3: People who have interacted with your Facebook lead ads form
I talked a little bit about Facebook lead ads in my blog post about the different Facebook Ad campaign types. In a nutshell, they’re the ads that, when you click on them, they open up a form within the Facebook app asking people to opt in.
You have a couple of different options here. You can target people who opened the form and submitted it, so these people are already your leads and they should be on your email list. Or, you could target people who opened it and didn't submit it. So you could run ads to these people reminding them to opt in.
Facebook retargeting audience #4: People who have engaged with your Facebook page
You can retarget people who have engaged with your posts, interacted with your page, messaged your page, clicked your call to action button, or saved any of your posts.
If you wanted to get more engagement on a certain Facebook post, these people would be great to target, as you already know that they’re likely to engage with your posts on Facebook.
Facebook retargeting audience #4: Your email list.
You can upload a CSV file of your email list or your customer database – any list that you have of people who have opted in. Facebook will match the details in this list to users on Facebook, and then they’ll create a custom audience with these users.
It’s creepy but, as a marketer, I love it. These people are such a warm audience. They obviously liked what you’re doing enough to subscribe to your email list in the first place, so if you’re wanting to advertise your products to anyone, these would be some of the best people to advertise to.