How To Create Facebook Custom Audiences: Detailed Tutorial

Key Takeaways

hi guys has been Heath from lead guru and in this video I'm going to show you how to create Facebook custom audiences now if you're advertising on Facebook you're going to want to use Facebook custom audiences at some point every single client that we work with that re-run Facebook advertising campaigns for we use Facebook custom audiences at some point during the sales funnel very very important very very powerful can really improve the performance of your Facebook ad campaigns so before I get into the steps of how to create them I'll quickly explain what a Facebook custom audience actually is a custom audience is basically an audience that you create it's not one that's available within Facebook it's not an interest to demographic or behavior targeting it's a custom audience as in you've created it yourself and it usually contains people that are already familiar with your business so this might be people on an email list a customer list people have visited your website people who have interacted with you on Facebook in a number of different ways and go through some of the examples when I get into the steps but that's basically what a Facebook custom audience is it's an audience that you create out of people that are already somewhat familiar with your business that's one of the reasons why Facebook custom audiences perform so well it's because you're advertising to people that already know about your business provided they had a good interaction the first time around whether that's consuming a piece of content buying a previous product or something along those lines then those people are far more likely to buy again so if you do have reasonably large custom audiences whether that's a customer list email list website traffic whatever happens to be and you're just starting on your facebook advertising journey I would recommend start by advertising to just those people the return on investment that you see from advertising to your facebook custom audiences is likely to be much higher than when you advertised to cold audiences okay with that said let's get into step of how you actually go about creating these these Facebook custom audiences so first thing I want to do is head into ads manager that's where I am right now and then you want to go ahead and select these three little lines up here and you want to go into audiences now is it because we create facebook custom audiences all the time and the audience's tab here isn't frequently used if it's not under frequently used for you just select all tools and assets you can select audiences and that will take you into a new window if you haven't been there before then you're not going to see all the custom audiences look-alike audiences things like that the about to see in my account absolutely fine don't worry about any of that what you want to do is go ahead and set crate audience and you can see this basically three different types you can create a saved audience which is using which is using Facebook's targeting presets to basically create a saved audience so it might be for example women aged 35 to 55 that are interested in something specific that would be a saved audience and custom audiences what with this video is all about what we talked about people already know your business and then a look-alike audience something gonna quickly cover at the end of this video because I think you find that very very useful so make sure you stick around for that so you want to go ahead and click custom audience now you can see there's many different types of Facebook custom audiences that you can create I'm going to sort of go through these in what I think are the most effective order so the most effective custom audiences I'm going to start with them we're sort of work down the list because of course there's a big difference between someone who's just watched you know a little bit of a video on Facebook and someone who has bought from your company previously the person within the customer file within the previous customer custom audience is going to be much more warm much more ready to buy much more receptive to your offers than someone that's just quickly interacting with you on Facebook so speaking of which the first thing we're going to do is go ahead and select customer file now Facebook have this fantastic feature when you create audiences from a custom file where you can include lifetime customer value so for example if you have a document somewhere or you've used software like Shopify some sort of e-commerce platform that tracks lifetime value of a customer you can import that into Facebook and you can say to Facebook I want to advertise to this custom audience by the way work out here that customers that are like this are worth more to my business than customers that are like this so if facebook will start advertising to the people that are within your higher value customer bracket as opposed to your lower value customer bracket hopefully that makes sense a little bit complicated most people won't have this option no that's not what I'm gonna go ahead and do most people will need to upload a file themselves now if you store your customer list on MailChimp then you can go ahead and import that directly and saves a lot of time again most people aren't going to have that they're going to just have a file that's separate so you go ahead and click that now where have you got this file stored all you want to do is upload that file it wants to be in a CSV or a txt file basically if you've got an Excel spreadsheet just convert it to that and it worked perfectly fine you want to upload your file in here and I what you can see here is Facebook's got a bunch of identifiers up at the top so obviously things that they're going to use to match the data within your file to people specific Facebook accounts so things like their name their email their phone number the more information you can include on the file that you upload here the better Facebook primarily uses email to match people to their Facebook accounts most people are gonna use the same email address not everyone of course so it's good to have some of these other identifiers in as well but most we're gonna use the same email address and that's why they primarily use combined with their name and you should be aware that whenever you're uploading a file you're probably only gonna see somewhere along the lines of 50% match rate so Facebook's only going to be able to match up around half the people on your list to people's actual Facebook accounts so that you can advertise to them and that's because you know people will use different email addresses old phone numbers when they set up their Facebook account all that sort of stuff but 50 percent is still well worth doing if you've got a reasonable-sized customer list go ahead and do that so I'm not gonna show you the exact process here it's very straightforward just upload the file and then Facebook will ask you you know they'll highlight your columns and they'll say you know once this is his email is this phone number is this and it's very easy just tick through and go yeah yeah that's email that's phone number that's first name that's last name and they'll go ahead and match I'm not going to show you this obviously because it would display our customers data and we can do that for privacy issues you can also just copy and paste in data if you have it not in a sort of exile spreadsheet or anything like that it can be easy just to go ahead and copy in there then you just want to give your audience a name scroll down to the bottom click create audience I'm going to select cancel and then what you'll find is that the audience when it gets populated in this section here you'll see it says availability all these are saying ready it will just say populating and then it will let you know the size of the traffic with custom audiences nowadays for privacy issues Facebook is much more reluctant to divulge that information of how many people has been able to match so they might not give that information hopefully they do set yourself so how you create the first type of Facebook custom audience go in here you select great audience custom audience got a customer file whichever option applies to you click on that and go through the steps after a customer file so the best people to advertise to on Facebook absolutely your previous customers provided your new product or service is somewhat related to those people and you do offer more than one product or service and those the people that you want to start by advertising to they're the most likely to buy if you don't have a customer list or your customer this is very small or in fact you want to build on it the next stage down in my opinion is people on your email list and that those people aren't likely to be as responsive as previous customers but they're still going to be much more responsive than other people that don't know your business or have interacted on a less and significant basis so again the process for that I'll just go back is exactly the same you come in here you select customer file you can upload a file you can import from MailChimp again you could do the same with lifetime value you do the exact same process button to tell if it being for your customer list you do it for your email list very very simple okay and close that close that down and so once you've got a customer list once you've got an email list the next rundown in my opinion is website traffic I think those three sources for outside of Facebook activity is more significant than the on Facebook activity that you often see and people create custom audiences from and I think these are the order in which we usually see the best results a customer or list produces the best results then your email list then your website traffic and I'll get onto the others in a minute now if you go ahead and select website traffic there's a bunch of different options you can go in here so if you're just getting started with this and you're not really familiar with Facebook custom audiences you're thinking how they're gonna work there now it recommends you create your website traffic custom audience that's what this is from all website visitors just go ahead and capture everyone and then when you advertise those people Facebook is going to work out who within that website traffic custom audience is most likely to take your desired action so most of its by or become a lead or whatever it is so they're gonna work out things like who spent more time on your site how long ago did they visited did they visit it within five days seven days whether they visit it you know three months ago all that sort of stuff to do that you literally come into here click this and these are the preset up so you will need to have the Facebook pixel installed in your website in order to be able to retarget people who have visit your website in order to be able to create a Facebook custom audience from people who have visited your website and if you're not familiar how to do that I'll include a link in the video description to another video created it shows you exactly how to install the Facebook pixel you should have installed anyway if you are obsessing on Facebook definitely go ahead and do that but if you come in here the Facebook pictures all installed you can simply go with all website visits which which is the preset and then you just need to set the time into the past that you want visitors to be including this custom audience so do you want people who visited within the last 30 days that can go all the way up to 180 days you know you could go with something like seven days for most people I would recommend starting with 30 days if you don't generate much website traffic then you're probably going to want to go ahead and select 180 days and really expand that range out and I really make that audience as large as possible one of the issues you run into when you're advertising to Facebook custom audiences on Facebook is that audiences are very small so you burn out the audience you've run into and fatigue issues with the audience very very quickly so where possible it's best to make your facebook custom audiences as large as possible but of course the trade-off is if someone misses your website six months ago then almost warm they're not as ready to buy if somebody visited last week so let's say the default for most people is going to be 30 days get started you can always come back in and create more and test and see which one's best then just want to give your audience a name click create audience and you're good to go so that's the basic type of Facebook custom audience that's based off website traffic but there are some other options and we should take a look at those so the three main what four main presets are all web services that we just discussed you can also advertise to people who visited specific webpages so for example if I was to go to my own website and I was to go to my services page that's what it looks like if you're interested in Facebook advertising services do check it out and I was to copy that come back to my audiences and I can see people new visitors specific web pages I can do URL contains or URL equals let's say for example I wanted to advertise to everyone that visited Facebook advertising related blog posts on my website then I would go ahead and do contains and put in Facebook advertising into their provide Bill the URLs contain that if I want a specific page I do facebook URL equals go ahead and pop that in and now if I wish to create this custom audience and for the last thirty days this would create across Facebook custom audience of everyone who has visited my services page within the last 30 days so that's very very specific if I wanted to advertise my services specifically I could go ahead and use that target audience and because these people are clearly express an interest otherwise they wouldn't have bothered visiting in the first place and that's like you to perform well when you do get very specific like this though you run into these issues that you can see right here so it says the rules you set up might result in a small audience well absolutely I know that audience to be very small and you know we don't work with thousands of businesses at once we work with dozens of businesses and therefore there's just not that much traffic visiting our service page at any one time so I would probably not want to use an option like this personally because we don't have you know millions or even hundreds of thousands of website visitors per month we have tens of thousands website visitors per month and that means there's probably not enough to advertise to an audience like this I would want to go with a more broad audience like the all website visitors or something like that but if you did want to get very very specific this is exactly how you do it you go in and put a page now one of the ways that people will use something like this is they may only advertise to people that have bought a certain type of product so you could do people who visited a specific webpage and then have a like an order confirmation page in here or Thank You page and then say we know that if they've bought our you know fly fishing rod they're going to be interested in this new product which is you know a bunch of fly fishing line for example something a lot a lot along those lines and you may not want to advertise that everyone else visits your website because that might not be relevant so you could go ahead and put the order confirmation page for that fly fishing rod in here and know that you're only advertising to those people now there's more things you can do with these this type of custom audience so you might want to advertise to people to visit a specific page I'm sure you can see the functionality and the benefits of doing something or something along those lines but you can get more specific so you could include more people so you could say you know we want people who have visited specific pages you could combine that with some of the other things we're gonna get to in a minute but you could combine that with you know or visited a separate page you could choose to if I close this down so you can include one people where you can exclude people so you may want to say I want everyone who's visited our services page but I don't want to advertise to people who have visited our if I can let me edit this I could say don't want anyone who has visited our contact page because if they've already missed our contact page they've probably already contacted us something along those lines I want to get the people that have visited our services page but not yet contact us no point in advertising to these people something along those lines so again this could be an order confirmation page for one product if you're advertising another product you may want to have the thank you page for that other product in here because if they've already bought it what's the point in advertising it to them so you can get very specific with the way work this works with targeting people who visited specific pages versus not visited specific other pages and all that sort of stuff let me close this down and we'll talk about a another option so alongside or website visitors and people who have visited specific web pages you can create facebook custom audiences out of people that have spent the most time on your website so that's visitors buy time spent that's a third third option and here you can see you have a certain percentage so you have five ten and twenty five percent so what that means is top twenty five percent is the top twenty five percent of people to visit your website they've spent the most time on it so likewise with ten and five percent now again the trade-off here is if you go for twenty five percent and that's gonna give you a largest audience if you go for ten five percent those audience is potentially going to be more responsive you think about you know five percent is the one in twenty of all your website visitors that have spent most time on your website there's a very responsive prospects but again that audience going to be quite a bit smaller it's the same logic as going with something like 30 versus 180 days versus seven days it's that same trade-off and the best answer for you really depend on your specific circumstances this is not an option I would recommend selecting unless you're generating a lot of website traffic at least tens of thousands of visitors per month preferably hundreds or millions of visitors per month to be able to select these sorts of options now if you've got a lot a lot of traffic to your website through various sources then you may want to get more specific and go with visitors buy time spent the default is across your entire website wherever the pixel is but you can select specific web pages so again if we had you know tens of thousands of people specifically visiting our services page every month we could choose to just advertise to the top 10% of people that spent the most amount of time on that page for that again if you're entering in a specific page go with URL equals if you want to get a category within your website something like that you can use URL contains again all you need to do is name your audience click great audience and you're good to go likewise in here you can exclude include more people just in the same way as we showed you before the options and the ways you can sort of overlay audiences and exclude people from certain parts and include them in others is basically endless you can end up with the exact group of people that you want to advertise to and hopefully you can see how powerful these Facebook custom audiences are and how they would work in your Facebook ad campaign so you can really get very granular and make sure you have the exact right message in front of the exact right people and that's what produces the best results okay so those are the three main options and then the fourth the fourth option is based on events so assuming you have certain event code installed on your website so for example anyone that opted in for our free five-part Facebook ad template they will land on the Thank You page and they that person will be registered as a lead so we could go ahead and select the lead event obviously there's a bunch of different options purchase page view etc etc you may have your own a lead event and we could choose to advertise specifically to those people so let's say we want to advertise our services to everyone that's opted in for our free five month expert guide template we could go ahead and select lead now bearing in mind that this is the leader vent code so if we are also registering leads or other actions taken so maybe we might have other lead magnets people opt in for we might have contact form on our website that registers people is a lead which we do all that sort of stuff and then we'll be getting that whole bundle if you just want it to advertise to people to take it one specific action you could go ahead and use pages specific web pages visit it and you could advertise to people that have just visited Thank You page of that lead magnet for example but you can go in here and you know advertise to people that have very common with EECOM with e-commerce this will create a custom audience of people that have added to cart within the last 30 days let's say again a fantastic audience advertisement if someone added to cart and they're highly likely to buy when you advertise to them again but in this case you would want to refine this audience so we would want to advertise to people that about it's a car but not advertise to people that have registered a purchase within the same time period because we want to get those people that clicked Add to Cart didn't purchase and advertise to them no point in advertising to someone who's just purchased that's a waste of money so there's lots of different ways you can you can set these up this is a very common one again you could have lead but exclude purchase all sorts of things it really depends on your specific business again name your audience create audience and you're good to go so there's a lot tons of different types of Facebook custom audiences that you can create out of website traffic they perform very very well in general they perform not quite as well as a customer list or an email list it's the next one down but a lot of people won't have very large customer lists or email list or if they do they want to go to advertise to more people on Facebook so website traffic is fantastic if you're generating a lot of organic website traffic these sorts of options perform very very well as I said at the beginning I would recommend you start with going with something broad get familiar with it see what how the audience responds see how much you can spend and then look to get more specific if you're generating a lot of website traffic now if for example you don't have a customer file one thing I'd really mention of previous customers but you have had the Facebook pixel installed and you know you've had people purchasing well another way to target previous customers is to if I close that down is to simply come in and go with let's say you've got a Shopify store you don't have a customer file I mean you could export it from Shopify but just for argument's sake and you want to target everyone that's bought from you in the last 180 days well that will do it provided the Facebook pixel has been installed for that time period just another way of going about targeting your previous customers and the advantage of this sort of audience of website traffic custom audience is that this will automatically update as time goes on you don't have to refresh these audiences anyone who registered to purchase let's say next week will be included in that audience automatically your customer file and your email list Facebook custom audiences they will need to be manually updated because obviously that's when once you get more data once you generate more customers you'll have to re-up load a file and go ahead and do that so my rule on that is usually once the audience grows more than 10% so let's say we have a thousand previous customers as soon as we get to 1,100 customers 100 extra new ones we will then update that custom audience that's roughly how we how we approach that okay so those are the main of Facebook Facebook custom audiences that you can create there's obviously amp activity offline activity that doesn't apply to most people if you're interested in more app related stuff I've got another video about that I will include that in the video description now there are um Facebook custom audiences in general these aren't as warm they aren't as ready to buy as these off Facebook Facebook custom audiences but let's go through some of these options and I'm going to talk about the most commonly used ones as opposed to keeping in exact order because things will depend on on different businesses so probably the most commonly used one now is video so you can create a Facebook custom audience that is that includes people that have watched a video of yours on Facebook and you do that by selecting the options I've just selected then you come in here now you need to choose a video or actually first thing you need to do is select the amount of your video you want people to have watch to be included in this audience so you can include people that have watched at least three seconds of your video that's not a lot that's going to contain a lot of people that don't really remember your business don't really care about your business or anything like that three segments could be they were looking away was headed on their phone something along those lines I usually recommend going with at least 25% of your video to know that you're advertising to a warm audience and that's what makes Facebook custom audiences so effective is that you are advertising to warm people that are ready to buy again the trade-off here is similar to the website traffic Facebook custom audiences that we discussed previously the higher the percentage of your video the more responsive these people are going to be the warmer they're going to be but the small in the audience is going to be a lot more people have watched at say 10 seconds of your video versus 95 percent of your video so that depends on how many video views you've got if you've got hundreds thousands millions of video views you can probably play in the 50 plus percent range if you've got hardly any you might have to start at one of these lower options I usually go with something around about 25 percent once you've selected that the next thing you need to do is choose the videos that you want to use people to be included so you simply select choose videos and then the providers you don't manage multiple pages the page will be here you can see all the options for the videos that you created now you can go ahead and select a whole bunch you can just select one it really is up to you what I would recommend is again whenever you're ever tested the Facebook custom audience is try and make your audiences as large as possible while still keeping it relevant and making sure that the people within that Facebook custom audience are going to be very warm so that's why we will use something I would use a whole bunch of videos you know a lot of these latest videos I've only got let's say 500 views or I would at least search for a video like this one for example it's got 15,000 views that's got six now a thousand a video that done better has had more views put the hunt had more budget but behind it you go ahead and sit and select that so let's say for example let's take this one quite a funny video by the way that's on our own Facebook page if you want to check that out go ahead and select that and then I'm gonna go ahead and click confirm with on Facebook custom audiences on Facebook activity Facebook custom audiences and you can go to 365 days into the past to retarget people there's less privacy issues than there is with off Facebook stuff and again what you decide here is the same trade-off that larger the audience the better in some ways but someone who watched a video of mine a year ago might not remember me or my business at all so it might not be worth advertising to them if you haven't got that many video views we're talking less than hundreds of thousands I would recommend starting with three six five if you have got hundreds of thousands millions of video views from these videos are gonna be included in there then you can experiment with some shorter options for video views I wouldn't normally go with anything less than 90 days because once you select something like 25% of your video only a very small percentage of video views will have watch that much people click off videos very quickly on Facebook so this eventual audience is going to be quite small if you're not careful so yeah so most people start with 365 if you've got millions of video views and go ahead and experiment with something like 90 perhaps hundred eighty days and see how that performs remember with anything Facebook advertising and it applies to Facebook custom audiences just like anything else test great to different audiences run them alongside each other in the same campaign see which performs best and very easy to do and I highly recommend it then you just want to give you a custom audience a name click great audience and you are good to go so that's the first on Facebook source for creating a Facebook custom audience the other I'm going to quickly mention a couple of more the other is a lead form so if you're running facebook lead generation campaigns you know where people instead of clicking on your ad and going through to your website or an external source they stay within Facebook prevented with a lead form and and then they can enter in their details you know name email things like that if you're not familiar with facebook lead ads I will include a link in the video description to another video of mine this is very popular that shows you exactly how to create a facebook lead ad campaign and so if you're interested in generating leads on facebook I'd highly recommend you check that out so with these lead forms when someone clicks on an ad a lead form will appear now obviously different people have different levels of interaction with that lead fall some will just open up the form some will fill it out some will fill it out and submit the data and you can get very specific with which people you want to target so for example the default is anyone who opened this form so that shows me if someone's opened a form they're a lot more interested in your whatever it is you're advertising than just a random person because they clicked on your ad they opened your form but for some reason didn't fill it out they didn't go to the next step if you exclude those people of course so this could be great if let's say someone opened a lead form didn't submit it you can advertise them again and try and get them to go ahead and submit that lead form you don't just want to lose that person into sort of the Facebook advertising ether but there are some other options so you can have people who over in this form you can have people who opened but didn't submit form and of course you can have people who open and submit form you may want to advertise people that did become a lead and perhaps you want to progress them on to the next stage of your sales funnel or something like that most people are going to go ahead and go with and this second option people who open but didn't submit form and try and get them to submit the form alternatively as I said you can use one of these other options Facebook's default is 90 days and that's what I would recommend using to start with I've tested this a bunch of times it's quite difficult to work out exactly you know it really depends on how much you're advertising your lead generation ads and again how many people you're driving through these lead forms the more people you're going through the lower this number can be in terms of days and vice versa higher but I would recommend starting with 90 keep a lot of things when you're creating your Facebook custom audiences keep a lot of things as their default and then just look to experiment once you've sort of got a bit of a handle for it you've had a bit of a play and you've got some ideas so obviously this is to do with my page we could select specific forms so let's say for example you've got a bunch of different lead generation campaigns running they're offering different things people are signing up for different types of offers you might only want to advertise to people that are signing up for a free consultation or I only want to advertise to people that have signed up for a lead magnet something along those lines so that's where you might want to include these and again you can include and exclude people as you in a similar way to we could in those previous custom audience options give your audience a name create audience and you are good to go so as a common one that's used if you're running lead generation campaigns I would at least recommend creating a Facebook custom audience of people who have opened your lead form but not submitted it put a little bit of budget behind that and you'll catch those people that opened your form but just got distracted and thought I'd you know I'm not interested and you will remind them and catch those people again highly recommend if you're running lead campaigns go ahead and do that the third option that's used a lot is people who have into with your Facebook page so again Facebook's default is 365 just like with video they can open up the Facebook custom audience window a lot more so people who have interacted with your page on Facebook yes they're warmer than completely cold audience that's never heard of you before but someone can interact with your page very easily they can well let's have a look at some of the options that Facebook give an option so you can have anyone that visited your page people engaged with a post or add like comment share clicked on it etc people who clicked any call-to-action button that's quite specific people you send a message to your page and see if you're paid save your page and any post so the different options here will result in larger and smaller audiences and they'll also result in warmer and colder audiences so someone who click a call-to-action button and that could either take them off Facebook so let's say you know a your website it could take them to a lead form if you're running a lead generation campaign it could take them to facebook Messenger you're running the messages campaign lots of different options but somebody's clicked on the button on your ad is to express a lot of interest that person's gonna be warmer than someone who just visited your page or someone or particularly someone who engaged with any post or ad so this depends on how much advertising you've done if you've done lots of advertising you might want to get very specific you could also for example only advertise to people who have sent a message to your page that will be quite a specific audience for a lot of businesses and probably contain people that are highly interested in your product or services that's why they send a message in the first place tons of options here just like in the previous ones you can go through each you can experiment with them see what's on this audience each one creates to get started with if you want to use this custom audience then go ahead and use everyone engage with your page that option at the top here is going to contain all six of those five I can't count all five of those other options and again I would start with 365 if you're advertising tons on Facebook and have done over the last year and you've got very large audiences you can experiment with shortening map to let's say one hundred and eighty ninety days I wouldn't recommend going below ninety this option here people engaged with any post or ad can be quite large most of the others this one could be reasonable size most of the others are going to be relatively small so large audience is where possible is better when it comes to rating Facebook custom audiences when you're learning the ropes you're getting used to this go ahead and select this option have a nice broad window and advertise it to see how it does in my experience this Facebook custom audience tends to not perform that much better than cold audiences so I don't use this audience or any of these options very often I'd much rather advertise to a customer file a email list people who have visited your website and even people who have interacted with the lead forum or people who have watched a significant percentage of one of my videos on Facebook than I would with people who've just engaged with a post or ad seems to be a lot of people that'll do this but they're not necessarily interested in your products or services they may engage all sorts of reasons they're friends tag them that annoyed them you know all sorts of things like that so I don't tend to hold much stock in this custom audience but your business may be different if you're you know advertising something that's very you know it food-related that is very emotive and gets people interacting and although it's delicious nicer stuff then this might be a great option for you again always experiment go and give your name create audience these are the three Facebook most common Facebook advertising sorry most common on Facebook sources or Facebook custom audiences and I've roughly gone through those in the order in which I tend to use them so we run a lot of video content for our own business and for our clients when we run Facebook ads video pom is very very well we run quite a lot of lead generation campaigns as well we use that and we use this one less obviously you can explore some of these other options you could go ahead and you know select Instagram business profile and see whether that works for you and experiment with all this sort of stuff and it's all open to experimentation I'm just listening these things in the order of effectiveness that I've seen running campaigns my own business and campaigns for my clients and hoping that should save you some time and save you some working stuff out start up here move down to here and then play around with these options once you get there okay so that's how you create Facebook custom audiences that's the six of the main types of Facebook custom audiences the week Rick I mean we basically always create those six options they can perform very very well your advertising to people that already know your business it's much better to do that people who don't know your business now of course these audiences are usually small so you're going to need to expand your audiences at some point and advertise to people that haven't interacted with you before otherwise your results are going to be quite limited once you come in and you set up all your custom audiences to your Facebook custom audiences you've advertised to these warm audiences you then want to go ahead and take some of those and expand them and use them as a base to create a look-alike audience now a look-alike audience are quickly explained it contains a group of people that are very similar to another group of people so let's say for example I take my previous customers all the people that have used our Facebook advertising agency services and I take to Facebook this is our previous customers create me a look-alike audience from this a let's say a 1% look-alike audience in the UK now that will contain that look-alike audience will contain the top 1% of Facebook users in the UK that are most similar to my previous customers so they'll be similar in terms of gender age interest demographic behaviors that have similar online activities all that sort of stuff and these are nearly always the best cold audiences to use and it's the next step once you've targeted your Facebook custom audiences advertise to those it's the next place to go to is look-alike audience so how would you create a look-alike audience I'm going to include a link to another video that's got more detailed information around creating look-alike audiences but just quickly let's say we take this so this is an audience that I created for myself which is people who are registered as a lead on my website you can see there it says custom audience website in the last hundred 80 days we've had below a thousand as I said yeah we're not a business of work this houses different companies we work doesn't differ --nt companies so that's a relatively low number person to some others what you want to do is go ahead and select a custom audience or whatever custom audience you want you could do this based on website traffic you could do this based on customer list on video viewers on page and engagement you want to go ahead and select this through the o lines here and I'm sort of blocking it here but that says create look-alike you go ahead and select select create look-alike you can see that this is your look-alike source so people refer to a source audience for a look-alike they aren't talking about a facebook custom audience you go ahead and set your country so I could go ahead and you something like UK which obviously where we're based and then I choose the percentage of audience who could go with 1% of so that's 1% of Facebook users in the UK that at most like my audience all the way up to 10% whatever I want to do as I said I'll include a link in the video description to another video that's got more details around creating Facebook look-alikes and how you want to do it and things like that now the effectiveness of Facebook look like audience mirrors the effectiveness of Facebook custom audiences so the best performing custom audience is previous customers been email list then website traffic those are the best performing look-alike audiences so the best look-alike audience is once based off previous customers then the next best Facebook look-alike audience is one that's based off your email list the next best look-alike audience is one is based off website traffic so hopefully that makes a lot of sense and that's useful ok the last thing I need to do before wrap up this video is show you how to actually advertise to your new custom audiences so what you want to do is you want to go ahead and jump into ads manager I'm gonna go to one of my campaigns and show exactly how to set that up so let's say I select one of these campaigns I want to go into the ad set level I'll just select one of these and sets so this answer is targeting the people who like my page all around the world that's what this ad set is used for but don't worry about that that's not what I'm going to be explaining in here instead I want to go ahead and put in my custom audience so what do they have that leads 180 in here I must have spoke that wrong there we go leads 180 so you just type in the name of there or you can select in here you can see there's two sections it's look-alike audience custom audience you're going to select custom audience and then you could go ahead and have a look at the various options that you've got here we've got Leeds 180 and that will now advertise to people that have registered as a lead in the last hundred 80 days you can see the reach over here says less than 10 don't worry about that when you come in here and change audiences this is often and very unreliable and not right we've definitely had more than there 10 leads in the last hundred eighty days otherwise business would be in trouble but yeah that's how you going to head and do it then you wanna click publish in your asset level and then all your other selection - targeting options you want to leave them as blank as possible but you're already advertising to your custom audience so don't go ahead and put in some interest targeting options or things like that because then Facebook will only advertise to people that are within your cut in your Facebook custom audience and also like whatever you put in here or also you know have this income or or whatever so when you are advertising to a Facebook custom audience that's how you add it in and make sure that you leave your other targeting options as broad as you possibly can so I would often just go 18 plus all and then the countries I'm advertising it because again you're only appetizing to people that included on that Facebook custom audience so only your previous customers own your email list only website visitors only people that watched a video on Facebook whatever happens to be so bit of a monster video hopefully that's been very useful if it has please give it a like on YouTube and subscribe to my channel that'd be very much appreciated if you've got any questions go ahead and pop in the comments below I answer all the comments and the questions there left I'm sure people have questions about Facebook custom audiences about this video and things like that before you go with something else want to quickly mention which is my five-part Facebook ad template which you can download right now for free so this Facebook ad template includes some the best performing ads that I've created in a number of different industries and we've run them for our clients they perform very very well you can take a look at these ads model from them and really use them to produce better results from your facebook ad campaigns so whether you're running advertising to facebook custom audiences or Facebook look-alike audiences or whatever it happens to be you can download that right now for free all you got to do is click on the link in the video description one of the links in the video description it'll be obvious that'll take you to a page on my website and you can download it there thanks a lot guys bye for now