Facebook made it possible for advertisers to create a custom audience based on people who interacted with their Facebook page. This ability opens up a new way for page owners to leverage their Facebook page engagement, and reach those users with highly targeted ads.
Why use the Facebook page custom audience?
The new Facebook page engagement custom audience is a great way to target users who already showed an interest in your product or offer. It is similar to creating remarketing custom audiences, but much easier to get since you can collect people who haven’t made it yet to your website. All they need to do to become a part of your page engagement custom audience is to make any minimal interaction with your Facebook page. As in remarketing, you can segment your audiences by the type of engagement, and display super targeted and relevant ads to the right people. For example, you can create a custom audience that is based specifically on people who interacted with your page posts in the last 7 days and present relevant ads to them according to your published posts from the last seven days.
In addition to that, the Facebook page engagement custom audience, actually makes your efforts of promoting your page with good content to be more cost effective, since now you can use them to increase your chances of getting users to take your desired actions on your website, like signing up, make a purchase or whatever your goal is.
— Oribi (@GetOribi) November 23, 2016
How to create a page engagement custom audience?
1. From the top menu of the Ads Manager or Power Editor click on “Audiences” to get to the audiences page.
2. Click on “Create audience” and choose to create a custom audience. In the type of custom audience list, choose engagement on Facebook. It might not appear in your account yet, but it should be available for all Facebook advertisers soon.
3. Next, Facebook will ask you which type of engagement to create an audience from. Here you should choose “Page”.
4. Now you only need to choose the kind of engagement on your page to create an audience by.
There are a few to choose from, in different levels of accuracy:
Everyone who engaged with your page – Target anyone who visited your Facebook page, or made any interaction with your page posts on his Facebook news feed or the messenger. This will be your biggest Facebook page engagement custom audience and can be segmented further down with the next available audiences.
Anyone who visited your page – Includes anyone who visited your page, no matter what actions they took on it.
People who engaged with any page post or an ad – Allows you to target only the people who had any engagement with a page post or an ad (which is basically a page post, who is not published on your page, since your ads are related to your Facebook page). The engagement can even be just a carousel ad swipe without actually clicking on it.
People who clicked any call-to-action button – Target the people who clicked any call-to-action button on your page. This list is probably worth a higher bid because it contains users who probably had intentions to go through your conversion funnel but dropped in the process for some reason. Using this custom audience is a very effective way to get them back through the funnel and complete a conversion.
People who sent a message to your page – Target people who sent a message to your Facebook page. It is more and more common that people approach brands through their Facebook page, rather than their website support. This custom audience can be a very effective way to target people who showed interest in your product or offer.
People who saved your page or any post – Target only the people who saved your page, or any post from your page. This audience is very effective to reach people who meant to read your post or were interested in your offer but may forget about it.
5. All there’s left to do is set the time range to collect the audience from (it also works retroactively) and name your audience.
The time range is the number of days people will remain in your custom audience. Since custom audiences are dynamic, people will be removed from your audience once the time range passed. For example, if you choose to go back seven days, the people who are included in this audience will be removed from it on the 7th day. Note, that unlike other custom audiences, you can go back 365 days, not just 180 days.
You can name your audience as you wish, but it is recommended to name it in a way that makes sense and describes the content of this audience, as I named mine “Page engagement audience”. You can also add an audience description with more details, to help you understand and remember your custom audience settings and the type of people it contains.
Now go ahead and try it
Using the Facebook page engagement custom audience can be a game changer for advertisers who made a lot of efforts to make their Facebook page a highly engaged one. If you are getting engagement by people on your Facebook page or posts, it is definitely worth to create any of these custom audiences and re-target them with your ads. You will be surprised how effective it can be to reach people for the second time, and how useful it can be in making them convert on your website. Good luck, and let us know if you have any questions about the Facebook page engagement custom audience.
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