In this lesson, we're going to learn about custom audiences. And a custom audience simply is an audience that you create, based on actions that customers are taking. So there's a whole bunch of different variations you can do when creating your custom audience. So you're going to create a custom audience, based on what's most important to you, and how you strategically want to use that audience. All right, so I'll give you a few examples of custom audiences you want to create and how you want to use them, how to set it up. And then hopefully, from seeing my examples, you can go ahead and you can create and test out your own custom audiences.

So first thing we want to do is go into our ads manager. You're going to click Here, and then you can scroll down to audiences. The other way to get to audiences is to go into all tools. And up here under assets, there's also a button called audiences, it will take you to the same place. So the first thing it does is it'll pull up the audiences that have already been created. So in this case, I have created audience for leggings.

So let's say I wanted to sell leggings in my store. My saved audience would have been based on targeting people who are most likely to want to purchase leggings. And if you want to get more specific, like if you have a theme store or a niche store, you would go after people if you were selling leggings, that could be more specific because let's face it, there's, you know, hundreds of different versions of leggings. So let's say you were going after you have like He said have specific artwork on them. So you would be going after a niche of art for people who also like wearing leggings or have an interest in leggings or again, if animal theme if if I wanted to go after people who love dogs, who also like leggings if I had leggings that had dog patterns on them, or whatever, okay, so you get the idea.

So those are my saved audience, the ones that are already in there. But what I'm going to do is create a new audience. So the first audience I want to create is an audience that is based on anyone who lands on my website, because my idea is if they land on my website, there's at least an interest there. So perhaps, I want to create an ad that is more specific for people who have already shown an interest in just generally going to any single page on my website. So let's just create a very generic audience that looks like that. So you can click on Create audience and We're going to click on custom audience, okay, and just have a look at the other audience options.

That's where you create a look alike audience. And that's where you create your saved audience as well. You can also create your saved audience, as you saw from previous lessons, as we're building our ad, and adding in all that targeting and everything when we're creating our ad set that's automatically creating our saved audience. All right, so for now, I'm going to create a custom audience. So you need to give it a second upload, and it's going to ask you what you want to base your audience on. So there's some different options in here.

So let's say for example, that you already have a really good solid email list and make sure it's a solid email list because you want the email list built of people who are already fans of your niche or what you do or what you're offering. Okay, so then you would have a customer file. This is where you would upload that customer Li, what you're in effect doing is building an audience where you could send them an ad, website traffic, this is what we're going to go into right now, because we're looking at the traffic that goes to our website. So we're going to go ahead and click on that, okay, and it's going to give you a few options. So you can say people who meet any of the criteria or all of the criteria, okay. And here, it just defaults, all website visitors in the past, it lets you go past to underneath a date.

So I'm going to create an audience based on all website visitors in the past hundred 80 days, to whichever website I'm going to wear my pixel set up. All right, and then very important, you want to name your audience. And again, you want to be especially if you're going to be creating a few custom audiences. You want to be very specific on your name to help trigger what it is because sometimes you might not create an ad from this You might actually be creating an ad. And as you're creating the ad, you might be like, Oh, I really rather send this to just people who have ever been to my website or who, if you want to do a retargeting ad, like, that's where you're going to pull up this list. Okay?

So for this audience, because I'm basing it just on general website, visitors, that's what I'm going to call it. So General, website visitor, and then I'm going to say, General website visitors passed on your 90 days. All right, and Facebook is gonna, under this column here called type, it's automatically going to categorize that as a custom audience. I don't have to add the word custom audience. Now, I could also add a description if I want to put in even more details. So I could put in like the date this was started for, just to remind myself how I'm going to want to use it, whatever.

So you just type in whatever you want under description, and it's going to save that for you as well. All right. So once that's all done, it looks good, you're just simply going to click on Create audience, and it's going to go ahead and create the audience for you. Okay, and it's telling me this custom audience was created. And now it's asking me Do I want to find people similar to those users? That's going to be called a look alike audience, okay?

Or do I want to go ahead and immediately create an ad to those people. So this is where you can create an ad directly from this space. Or you could just go ahead if you're more comfortable with it and just create your ad your regular way. And then from that, if you have a few audiences from there, always choose which audience you prefer to send that ad to. So I can go ahead and create a look alike audience based on anyone who's gone to my website, but I wouldn't suggest doing that. So we'll look alike audience is an audience that looks like any custom audience you've built.

So if I'm going to spend the time to create a look alike audience, I'm creating an ads specifically to them. I would much prefer to have a look alike audience not for just anybody who visits my website in general I'm going to create a look alike audience based on people who have done specific actions on my website. So ideally, I want a look alike audience based on people who've ever made a purchase from my store, then if I don't have enough of enough people who've already taken that action, then I would look at the next best step Well, people who have initiated the checkout process so create a look alike audience based on that and if I don't have enough members in that, I'll step one step backwards and create an audio a look alike audience based on people who have added a product to the cart.

So you see what I mean. If you're gonna build a look alike audience, get the best possible look alike audience you can if you're going to create an ad to them. Now if you want to just test how all this works out, and he wants to do just a very general ad to people who have ever been to your website. Then, you know, go ahead and go ahead and click click your look alike audience. So there's so many different ways you can do this right now we're keeping it very general, because I just want you to be familiar with the possibilities. Okay, so if I'm not going to create anything else based on this general, very general audience, I was going to click done, and it's gonna be saved.

So I can go back in anytime. And I could still create a look like based on that at any point in time at all. Okay, and it's gonna tell me that it's populating this for me. So while that's being populated, let's go ahead and create another one because I want you to be very familiar with this. So let me create a custom audience on website based on website traffic, and let's say I want to go after people who have maybe been on my website or a specific product page, but have or my landing page, of course. So if you've got your landing page, you want to look at people who've been on your landing page, but have not actually made the purchase So what you could do with something like that is then offer them again, extra incentive next promo, because you know, they're interested enough to actually read what's on your landing page.

So they're hot audience, you want to pull them back in with something else. Okay, and this custom audience you're creating will be used specifically for the purpose of creating something called a re targeting ad. Right? So the way he would do that is you would select instead of selecting all website visitors, you would select visitors who visited a specific web page, okay? In the past 180 days, okay, and the URL you put down the word to contains the actual URL, I like using the exact URL. So this is where you would put in your landing page then.

So whatever it is, right, so it'd be www dot your domain con four slash lending hedge, whatever it is, okay, that's where you would put in. Okay, so our landing page has been added. And then what you're going to do is come down here, so see where it says you can include more information. So maybe people who visited, like, however you want to combine it, but we're going to go into exclude, because what we want to remember, what tells us that somebody has made a purchase is if they get to our thank you page. So we want people who have been on our landing page who have not made a purchase. So the way we're going to explain that is, we're going to say Facebook, find people who have been to my landing page, but did not get to my thank you page.

So under the exclusions, you're going to come back here where it says all website visitors and you want again, to exclude people who didn't get to a certain page to people who visited specific web pages in the past 180 days and the European Contains, this will be your thank you page. Oops. Thank you.com whatever your thank you pages. Okay, so let me go over this again. So here at the top, you're saying I want people who visited certain specific web pages, which is your landing page. And here, I want to exclude people who visited the thank you page, because the people who visited the thank you page are people who've already made a purchase.

Okay? So this year, again, you've created this beautiful audience now, of specifically people who went to your main page who did not make the purchase, because that's going to be the majority of people, the majority of people will get to your landing page and change their mind or something will come up or whatever, they'll get destructed and they will not make the purchase. So pretty much what you want to do is then go after them with another type of deal. And what I always encourage my clients to do is I and I get it straight from them because They know their products the best. I asked them specifically, what is the number one, the number two and the number three reasons that people would look at your landing page, want the product, but choose not to buy? Is it?

You know, and I'll let them actually I won't even give them hints, but I'll let them tell me. And the best way they're going to know that is by talking to the salespeople, or asking their customers directly. So what's the number one reason you did not make that if you have the opportunity to or ask your friends or just ask other people for opinion, what would make you come to this page and look at it and want it and then change your mind. So more than likely to be the price the price was too high, or they found something cheaper, or they just thought they could come back anytime they wanted. And it wasn't really a limited time offer. Or, you know, they didn't like the color option and whatever.

So think about why people want to take action once you're on the page. And then when you click Create your ad address that problem. So if you think it's because let's say you forgot on your mind to write that it was only a limited time, then your new ad because now you get a second chance to reach them. You're going to say something like, you know, this is this deal at this price is only available until this date. So you better hurry if you want it or a simple reminders so you know, here's here's what you'd love to get but show show it to them a different way don't make the ad look exactly the same. You know, just show them a different angle or a different option a different way to wear it or, or whatever.

So get creative but when you're creating that ad the most effective retargeting ads are going to be when you specifically address the reasons that they likely did not make the purchase the first time around, and remember retargeting ads. Those are the ads we want to be shown two times three times, four times. We want those to follow them around. They do work as annoying as we all think they are. It doesn't matter because they do work and they convert and I've done retargeting ads, and the statistics for everything by far are better. The click through rates are better.

The link click through rates are better the amount of time they spent watching the video the new video or better, like the number of people that added to carts as quickly as possible is better like every possible stat is by far better and retargeting ads so get those retargeting ads started. The other thing I really want to tell you but this is the way retargeting ads work is you only get charged when people click on the ad, so there's no fear that you can spend too much money on a retargeting ad and retargeting on bumper. It's you only pay when people click to come back. So you know, you'd want to pay the money to do that. So when you create a retargeting ad, what I recommend is go ahead and create your custom audience like this. And then we're going to create an ad based on it and just start the ad at the same time you start your other ad and keep it running all the time.

Because that's what people do retargeting ads, just keep it on all the time, let Facebook do its thing, and let Facebook get you though sales. Okay, so once your audience is created, and it's going from your landing page to people who did not make the purchase by getting to your thank you page, you're going to again, very important name that audience. So I'm going to call this custom audience for sorry about my spelling error for future retargeting at or not even future I'm going to run my retargeting right away. So retargeting is what I'm going to do, because that's what I'm going to base it on. And then I'm just going to click Create audience. Okay.

Then what's gonna happen is it's again going to take some time to do that. And it's going to tell me that my audience was created. Now, based on this again, it's going to give you two options once you're on instance created, do you want to find a look alike audience based on these people, but I'd much rather again create a look like on it so people who have actually made the purchase because it's like Facebook is handing it to you on a silver platter. These people have bought from you want us to go out and find people that look exactly like people who've already bought from you? You're gonna be like, yes, do it. Go do it.

Find people that looked exactly like people bought for me those are so again, unless you have a strategic reason and a plan on how to use a look alike audience based on people who have not made the purchase. Go ahead and and get creative and go crazy and see what works right because we're all about testing. Okay, and here, create an ad using the audience. Yes, I do want to create an ad based on that audience because this is going called my retargeting ad. Okay, and when you create a retargeting ad, you're creating it the exact same way you're going to go after conversions you're going to do here let's just have a look because I did. I'm just going to do this very, very quickly.

So I'm going to call it conversions test on based on purchases. This is like the FAST Fast, fast version of how to do things. So what you need to do is fill out the top part like you always do and make sure you're selecting the correct conversion event. Make sure you name it something to trigger your memory that's retargeting ads or retargeting ad set audience. If not, we'll help you remember that. Okay, and then under audiences create new and use a saved audience.

So keep it as create new. And then under custom audiences, you're going to pick the custom audience. So I want the custom audience that I just created for retargeting. Those people that have got on the page but did not make the purchase. And then I'm going to leave everything else blank and I'm Going to Facebook. Again, when you're doing this, it's finding just those people, so you don't need to add in anything else.

And then when I'm going to do is fill out the rest of this for my ad set, but when I go to create my ad, my ad will be specific to the people who have not made the purchase. So the best way to do it more than likely is to offer them an extra incentive deal, percentage off, limited time percentage off, you know, promo just for you. type of thing just for our favorite customers. There you go, whatever it's going to take, remind them, show them another visual of the product that's different than what they've already seen. And remind them why they loved it in the first place. So it's going to be a shorter ride.

It's going to be punch here. It's going to be like, this is what you want. Here's extra incentive to go get it is pretty much all you're saying. Okay, and that's how you can draw people Back in that did not make that purchase from you the first time. That's it pretty simple, right? So this entire lesson was based on creating custom audiences.

So how to create a general custom audience. So we'll go back. That'll pretty much keep track of anyone who goes to a website, how to create an audience of people who went to your landing page, but didn't make a purchase, how to create ads based on that how to import lists when creating a custom audience. And I give you some tips on how to in there as well give you the definition of what a custom audience is. So again, it's a starting point. This is a beginner lesson.

This is a starting point. I hope through this lesson, you can extrapolate and see what the possibilities can be for you and what your goals are and what you're trying to achieve. Because when you start getting into building effective combinations in your custom audiences and creating the retargeting type ads This is where you're going to start making even more sales and more money off your products using Facebook ads. So again, I hope that was super helpful, and I definitely encourage you to all go out and start building some custom audiences and trying retargeting ads