Laser Target your Leads with Facebook Custom & Lookalike Audience
1. How to Laser Target
Your Audience With
Facebook Ads
2. • Business owners new to Facebook advertising
• Email marketers who want to target their subscribers on Facebook
• Anybody who is interested in marketing on Facebook
Recommended read: E-Book: Helping Marketers Generate Leads using Facebook Ads
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What will you learn?
• How to laser target your audience on Facebook using custom and lookalike
audience
Who can benefit from this E-Book?
3. What’s Inside
Facebook custom audience: What it is 04
Benefits 05
Setting up custom audience 06
Facebook lookalike audience: What it is 14
Benefits 15
Setting up lookalike audience 16
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5. 04
Chapter 01- Facebook Custom Audience: What it is
Facebook Custom Audience: What it is
Lets marketers target existing customers/prospects on Facebook using email IDs/phone numbers
Target them with your
Facebook ads
You want to
show them ad
for LOTR: Book 2
Upload list on Facebook
Facebook matches list with
internal data
People who match your
list is custom audience
List of people
who have read
LOTR: Book 1
6. 05
Chapter 01- Facebook Custom Audience: Benefits
1
How will you benefit01
Custom audience gives you tighter control on who views your ads
Increases your ROI on Facebook ad spend
Helps you increase your fan base
7. 06
Chapter 01- Facebook Custom Audience: Steps: Ad Manager
In ‘Ad Manager’, click on ‘Audiences’ menu on left side bar
Click on the ‘Create Audience’ button
Setting-up Custom Audience in Ad Manager
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2
8. 07
Chapter 01- Facebook Custom Audience: Steps : Ad Manager
01
You will see this pop up and the following upload options:3
• File from computer
• MailChimp list
Files need to be in .csv or .txt format
with one email address per row
Setting-up Custom Audience in Ad Manager
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1
01
Chapter 01- Facebook Custom Audience: Steps : Ad Manager
4 Once a file has been uploaded, give your list a…
• Name
• Description
• Type: Emails
User IDs
Phone Numbers
Mobile advertiser IDs
Setting-up Custom Audience in Ad Manager
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1
01
Chapter 01- Facebook Custom Audience: Steps : Ad Manager
5 Once you have fed in details, click on the ‘Create Audience’ button
6 Under the ‘Audiences’ section, you will see the custom audience as ‘Ready’
You can also create a custom audience while
creating an ad. You will get the option under
the ‘Create your Audience’ section.
Setting-up Custom Audience in Ad Manager
11. 10
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Chapter 01- Facebook Custom Audience: Steps: Power Editor
1 Find the ‘Audience’ menu within Power Editor and click on it
Setting-up Custom Audience in Power Editor
You will see a ‘Create Audience’ drop down which will
have the custom audience option, select it.
2
You can also create custom audience using Power Editor:
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1
01
Chapter 01- Facebook Custom Audience: Steps : Power Editor
3 Click the custom audience tab and you will see this window
Enter
• Audience Name
• Description
• File upload
• Type of file: Emails
UIDs
Phone Numbers
Mobile Advertiser IDs
! Files need to be in .csv or .txt format
with one email address per row
Setting-up Custom Audience in Power Editor
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01
Chapter 01- Facebook Custom Audience: Steps : Power Editor
4 Click ‘Create’ to ready your audience. This process can take a long time (up to 24 hrs.), so be patient!
Setting-up Custom Audience in Power Editor
15. 14
Chapter 02- Facebook Lookalike Audience: What it is
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Facebook Lookalike Audience: What it is02
Lets advertisers reach new users who have similar interests/likes as your custom audiences
1
You have a custom
audience for LOTR:
Book 2
Target them with
LOTR: Book 2 ad
Matched list is
lookalike audience
Facebook finds
more people with
similar interests
16. Chapter 02- Facebook Lookalike Audience: Benefits
1
How will you benefit
Extend your ad reach & target audience with higher accuracy
Optimize ad spend by serving ads to highly relevant audience
Get more fans & page likes
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17. 16
Chapter 02- Facebook Lookalike Audience: Steps
1
Setting-up Facebook Lookalike Audience
Lookalike audience can be created only:
i. In Power Editor
ii. After creating custom audience
2
1
In Power Editor, under the ‘Audience’ menu, you will find the audiences you have created
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Chapter 02- Facebook Lookalike Audience: Steps
1
Click on the custom audience for which you want a lookalike audience3
4 Click on the ‘Create Similar Audience’ button
Setting-up Facebook Lookalike Audience
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Chapter 02- Facebook Lookalike Audience: Steps
1
You will get a window with two options.5
!
You can select the list
from one country only
• Top 1% of people most similar to your custom
audience
• Reach will be narrow, but highly precise
• Top 5% of people most similar to your custom
audience
• Reach will be broad, but less precise
Setting-up Facebook Lookalike Audience
20. 19
Chapter 02- Facebook Lookalike Audience: Steps
1
Click the ‘Create’ button6
7 You will see your lookalike audience under the ‘Audience’ menu. This may take up to 24 hours to
get ‘Ready’.
Setting-up Facebook Lookalike Audience