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Facebook Ads Guide: 55 Custom Audiences to Target People Ready to Act



Orignal Article Can Be Found Here

Target Those Who Share Links to Facebook From Your Website

Facebook appears to be on the verge of adding a new valuable targeting method for publishers: Target users who have shared articles from your website.

I say “appears to be” because I had it for a very short period of time today. I was so excited that I forgot to take more than a single screengrab. Then the feature was taken away from me.

But the feature’s temporary existence in my life makes it a good bet that it will be available soon. It was likely released before it was fully ready (or before Facebook was fully ready to talk about it).

I had it long enough to create a couple of audiences. Those audiences continue to work, so I’m using them for targeting as well as using them as a source for Lookalike Audiences.

Let’s take a closer look at what I saw and what I know…

Engagement on Facebook Custom Audiences

When I was first given a taste of Engagement on Facebook Custom Audiences in March, I could already envision the possibilities. Before today, advertisers could create the following Engagement on Facebook Custom Audiences:

All great additions. But when I opened Engagement on Facebook Custom Audiences earlier today, there was a fourth option…

Link Sharing Custom Audience

That’s right, “Link Sharing.” And as described:

Create an audience based on people who have shared your content on Facebook.

That’s freaking awesome.

How it Works

Again, I only have the single screengrab right now (my bad), but here are the details…

1. Duration up to 30 days.

Jeez, Facebook. Why all the different durations? We get 180 for Website Custom Audiences, 90 for Lead Ad Custom Audiences, 365 for Canvas and Video Custom Audiences and now 30 for Link Sharing Custom Audiences.

Well, I’m not going to complain (loudly). But this will limit volume since those who share links will be the most engaged visitors — a small percentage of all visitors.

2. Select an app.

This part is going to confuse a lot of advertisers. If you’re using Facebook social plugins on your site, you need to be using the Facebook SDK for Javascript. And if you’re using the Facebook SDK for Javascript, you need to create a Facebook app.

This isn’t as difficult as it sounds. It’s just a matter of connecting Facebook to your website or something (I really don’t understand this side of it).

Basically, you’ll probably want to select the app you are using for the SDK. That said, I’d guess there may be value to creating audiences from other apps you’ve created for other purposes (Instant Articles maybe?).

3. Base on any URL or specific URLs.

You can create an audience of people who shared any URLs from your site or you can enter one or multiple URLs as the source.

The vast majority of publishers should use all URLs. As noted earlier, we’re going to be talking about very small audiences already for all but the most trafficked websites (partially due to the 30-day duration limit).

How I’m Using This

I’ve created a couple of these — one for 7 days and one for 30 days. But even the audience for 30 days is only 1,500 people. For comparison’s sake, my WCA for all website visitors during the past 30 days is more than 150,000 people.

I didn’t know what to do with it yet, but I decided to share my discovery with a select group. Why not share it with those who shared links from my website?

So, I created this ad…

Link Sharing Custom Audience Facebook Ad

It’s a Post Engagement objective promoting an image only (which I never do), but this was an experiment with minimal budget to a small group. I used Daily Unique Reach bidding to reach as many of those 1,500 as possible.

I also plan to create an ad set that promotes this very blog post to that same group of people. Again, minimal budget, but it will be interesting to see what costs are for link clicks.

I also started creating Lookalike Audiences based on this group. I’m using those Lookalikes to promote my dimensions infographic. I didn’t have much success promoting that post to other Lookalikes, so I was curious how well it would do.

[As I type this, that ad set has just barely started to deliver. Too early to tell.]

I Reached Out to Facebook

I did reach out to Facebook, and I’ve gotta be honest. I feel like that action may have screwed all of us (“That’s live?! What? It’s not supposed to be available yet!”). Or it could very well just be a coincidence.

I haven’t received an official statement yet, but when I do, I’ll share that here.

It’s not uncommon for this kind of thing to happen. I spotted the Canvas Engagement Custom Audiences a few months before they were ready (they were definitely not ready at that point). After reaching out to Facebook, they disappeared (again, possibly a coincidence).

So Many Possibilities

Engagement on Facebook Custom Audiences have the potential to be amazing because we’re just scratching the surface regarding the types of audiences that could be created. Facebook has so much engagement data that would allow us to create refined audiences that could lead to amazing, well-targeted ads and great results.

Some engagement audiences I hope are coming:

  • Instant Articles Engagement
  • Post Comments (or Facebook Comments)
  • Post Likes
  • Pages Likes During the Past X Days
  • Offer Claims
  • Event Engagement
  • More….?

Link Sharing Custom Audiences may not ultimately offer much more value than creating an audience of people who spent the most time on your website or who visited or performed other actions multiple times — or even more valuable than audiences for buying a product or registering for something.

But it’s another option. And these people are some of your most valuable. And it’s quite possible that sharing to them will increase your sharing at a greater rate — thereby leading to more virality.

Your Turn

Did you see this feature? Do you still have it? What do you think about it?

Let me know in the comments below!

The post Target Those Who Share Links to Facebook From Your Website appeared first on Jon Loomer Digital.

Source: Jon Loomer

Facebook Canvas Custom Audiences: How to Create

Facebook quietly rolled out a big update for brands utilizing Canvas: The ability to create audiences of people who have engaged with that content.

Let’s take a closer look at Facebook Canvas and the importance of Facebook Canvas Custom Audiences.

What is Facebook Canvas?

Earlier this year, Facebook unveiled Canvas, a way for brands to create an immersive experience for users without leaving Facebook.

Facebook Canvas Wendy's

Marketers created a Canvas by compiling a story using a combination of components (text, links, carousels, videos, call-to-action buttons and product feeds). Initially for mobile ads only, Canvas can now be created organically from the publisher.

Facebook Canvas Publisher

Here’s a video I created in February that provided a tour of the Canvas ad creation process…

The Problem with Facebook Canvas

Possibly the biggest issue with Facebook Canvas for marketers was also one of its strengths for the user experience: Users never left Facebook.

By staying on Facebook, users are presented media instantaneously. No load time. No quick abandonment.

But by staying on Facebook, that initial click was not available for remarketing. Had it been a link to a website landing page, for example, that user could be added to a Website Custom Audience to see a later, relevant Facebook ad.

Granted, link clicks within the Canvas that led out to a brand website could be captured. But the initial click fell into a remarketing black hole.

Facebook Canvas Custom Audiences

To fill this hole, Facebook has quietly begun to roll out Canvas Custom Audiences (it’s not clear how many advertisers have access to this or when all will have it). It’s one more addition to the Engagement on Facebook Custom Audience toolbox.

Within Audiences, click the drop-down to create a new Custom Audience…

Facebook Canvas Custom Audiences

Click “Engagement on Facebook.”

Facebook Canvas Custom Audiences

Now select the option for Canvas…

Facebook Canvas Custom Audiences

That will bring up a familiar process for creating a Custom Audience…

Facebook Canvas Custom Audiences

You’ll need to do the following:

1) Select the Canvas a user will engage with to be added to the audience.
2) Determine the action that will add a user to the audience.
3) Select a duration (between 1 and 365 days).
4) Name the audience.
5) Add a description (optional).

When determining the action that will add a user to the audience, you will have two options…

Facebook Canvas Custom Audiences

Basically, if you choose “People who opened this Canvas,” it will be a larger audience. It will include people who opened and then did nothing and it will also include people who clicked within the Canvas. If you choose “people who clicked any links within the Canvas,” it will be a smaller audience.

Ways to Use Facebook Canvas Custom Audiences

First, it’s interesting how there are different durations for different Custom Audiences. A Website Custom Audience has a maximum duration of 180 days, Lead Ad Custom Audiences have maximum durations of 90 days, and both Video Custom Audiences and now Canvas Custom Audiences have maximum durations of 365 days.

What that means is that someone is included in that audience if they performed the desired action within that moving window. If you choose 365 days, they’ll remain in that audience for up to a year.

The biggest development here is being able to create a Custom Audience of people who open your Canvas. Theoretically, you already could have created Website Custom Audiences of people who clicked on links within your Canvas, assuming they went to your website.

As a result, you can use this to create a funnel. Create a Canvas (ad or organic post) to introduce a story, brand, problem, solution or product. Those who open the Canvas get added to a Custom Audience. Then create another ad targeting those who opened it to take them further down the funnel.

One of the biggest mistakes advertisers make is taking a shotgun approach. They shoot ads with a single objective out to an audience, pummeling them into submission. If they don’t perform that one desired action, they are lost.

Here, it’s about keeping users engaged who show initial interest, even if they don’t immediately convert. They opened that Canvas for a reason. They didn’t convert for a reason. Show them a different ad, taking a different angle.

Bottom line, Facebook Canvas Custom Audiences are a great new tool for advertisers. There isn’t one primary use for them. Instead, it will provide yet another option for advertisers willing to get creative and adventurous and do things in new and different ways.

Your Turn

What are your thoughts on Facebook Canvas Custom Audiences? How will you use them?

Let me know in the comments below!

The post Facebook Canvas Custom Audiences: How to Create appeared first on Jon Loomer Digital.

Source: Jon Loomer

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