What are different audiences that could be created in Facebook? – Part 1

Recently Thomas Cook India came up with a campaign called “Holiday sorted hai” wherein a guy is showed sitting at an airport lounge. He recites different problems that he has gone through to get visa, arrange for flight tickets, book hotel, get forex. This has been depicted in a funny manner & really makes you laugh. The scene cuts to the airport lounge where he claims this vacation has already brought him closer to his wife, who is seen sitting many seats away from him! (LOL). The VO says not to take so much pain and visit thomascook.in for every travel need. You can check it out here.

When I clicked on the site & browsed through a couple of options I got a call and had to close the site. I got back to my seat after an hour and my Facebook account was open. The travel site very smartly targeted me on the basis of destination chosen and dates selected. You must be thinking “I know this already, what new you are going to tell me”. Well I am going to cover different types of custom audiences and a few tips for ad bidding in this series.

There are various ways in which you can create audiences on Facebook. Custom audiences have been a game changer in the last 6 months. You can use these audiences for just about anything – build fan base, drive traffic to website, grow email list or sell any product.

Here is the first audience that we will cover in today’s blog:

Email & Mobile list custom audience:

The classic marketing concept says that the existing customer is more likely to buy from you as compared to a new prospect. In modern marketing the tact is to know which existing customer has already bought from you so as to offer a relevant product/service.

If you have mobile numbers or email Id’s of your customers, you can upload these in power editor & Facebook identifies if these customers are on Facebook.

Click on the “Audiences” tab at top bar in power editor.

Audiences tab image

You will see a green tab on right side of the window. Select Custom audience option.

custom audience option image

You will get a pop up as follows to select the type of custom audience.

Create custom audience dashboard image 1

The second screen will give options to upload a file, copy and paste the number / emails, import list from mailchimp.

Create custom audience dashboard image 2

If you select the copy and paste option then the format for the email list is as follows:

Email list format image

The minimum starting point for creating email custom audience is 20 entries.

20 entries image

Say for example you are selling an olive oil to customers as one time offer. The user comes on the promo page but doesn’t avail the offer. Here you can target the list of customers who have not availed the offer and create opportunity to increase sale of this olive oil brand. Similarly if you have a very few customers who have already availed the offer you can exclude them from the audience that you are creating say by interest targeting.

That’s it for today. Till next time keep doing awesome things 🙂

(Holiday sorted hai content source – lighthouseinsights.com)


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