Until a couple of days ago, if you wanted to run ads to reach people who had interacted with your Facebook page, the only way you could do it was by targeting your existing page fans, or by targeting people who had interacted with a Canvas ad, Lead ad, or someone who watched one of your videos.
Facebook has just rolled out the ability to create Facebook page custom engagement audiences, which means you can now target ads to people who are familiar with your brand in a way that you were not able to do before.
This rollout is a game changer for small fry Facebook advertisers. 🍟
In this post I'll attempt to explain why that is, and how you can use this update to target new audiences and potentially sell more products.
What this means for small Facebook advertisers
I'm forever talking about the Facebook funnel. What is the funnel? In a nutshell it means you shouldn't expect people who have never heard of your business to click through from a Facebook ad and buy something. You have to warm them up first! The funnel is about sending the right types of advertisements and calls to action to people based on their current relationship with your business.
If you're working on a small Facebook ads budget, my recommendation is to only run ads with a SHOP NOW call to action to people who have somehow engaged with your content already. But therein lies the problem! To do this on Facebook, because of the way ad targeting worked, you were limited to advertising to people who had already visited your website, interacted with a Canvas ad, Lead ad (which e-commerce brands rarely do), watched a video or were already fans of your page. These targeting options were limited, and didn't encompass everyone who was potentially familiar with your brand.
Enter Facebook Page Custom Engagement Audiences
Now we have a whole wealth of new ways to run ads to people who are aware of your business. With Facebook Page Custom Engagement Audiences, you're now able to run ads to:
- Anyone who visited your page
- People who engaged with any post or ad
- People who clicked any call-to-action button
- People who sent a message to your page
- People who saved your page or any post
You can also use this new targeting to create Look-a-Like audiences based on the new targeting, so Facebook can use its data algorithm to riff off not just people who are your fans already, but anyone who has engaged with your page in other ways. This might lead to new audience discoveries.
In short, you can now reach more people who are already familiar with your brand in more ways than you ever were before.
I wanted to run a quick test to see what these new audiences looked like in action, so I created a custom audience based on Facebook Page visits for this client's ad account. As you can see, the audience size for visits (1,600) is actually smaller than the audience of Facebook Page fans (2,800). But keep in mind this audience might be made up of different people — people who visited the page but never became a fan.
How Small Brands Can Use the New Facebook Page Custom Engagement
Examine your current campaigns and look for ways to meet your advertising goals using these new targeting options. For example, if you're trying to get visitors to your website, you might consider advertising a blog post or popular piece of content to anyone who visited your page or a Look-a-Like Audience based on anyone who visited your page.
If you're trying to sell more products, try advertising sales and product launches to People who engaged with any post or ad or People who clicked any call-to-action button, as these people are probably very familiar (as Facebook audiences go) with your business already.
Always Be Testing
The best way to know whether the new targeting options work for your business — and what types of ads work best for each audience — is to test. My approach to testing new audiences is to create a number of different ad sets within a Facebook campaign, each targeting a different audience.
This way you can go back and see how the different ad targeting options worked with regard to:
- CPM (cost to reach this audience)
- Engagement (how the audience engaged with the ad, since now you can remarket to them!)
- Website actions (whether/how they interacted with elements on your website)
- Conversions (whether they performed the action associated with a conversion)
You want to keep track of how these new targeting options work for your business.
This sounds awesome. Can you help me?
If you want help figuring out Facebook funnels, audiences, campaign structuring, and how these new targeting options could work in your own business, I'd love to take a look at your campaigns and offer some actionable advice. Interested in working with me? Book a 1-on-1 session!