This post originally appeared on ArtsHacker.com. Head over there for lots of great information for arts administrators.
Did you know that you can upload your ticket buyer list and show Facebook ads directly to them?
If you are running paid Facebook campaigns, you need to know about the power of Custom Audiences and Lookalike Audiences.
As per Facebook, “a Custom Audience from a customer list is a type of audience you can create made up of your existing customers.” And, “Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they’re similar to customers you care about.”
I’m sure you can immediately see the value is serving content to these types of groups on Facebook.
Let’s jump right in and I’ll show you how to create them.
1. Create a Facebook ad campaign in your Ads Manager
After you create the campaign, at the top of the screen should be the Audience area. Right at the top you will see Custom Audiences. Since this is your first time, you will need to create one by clicking on Create New under the text field.
Choose Custom Audience (I’ll get to Lookalike Audiences later) and then choose Customer File here:
On the next screen, choose Choose a File or Copy and Paste Data
2. Upload your list
This is where the real fun starts. You’ll need to have your list as a .CSV file and you can upload it here.
3. Map your data
You can then map your data fields however you’d like. It used to be that Facebook could just get a match based on an email or phone number, but that’s not the case anymore. You can match using a combination of many fields such as name, zip code, gender, age, and more.
Click Upload & Create and you are on your way!
Now, once that Custom Audience has been created, you can use it as part of your targeting for your Facebook ads by going back to the Audience area again in your Ad Set (Step 1) and typing in the name of the audience.
About Lookalike Audiences
Lookalike Audiences are super powerful because they allow you to easily create an audience that is similar to a Custom Audience you’ve already uploaded. Say you want to create a lookalike audience of your new acquisitions for the opera Carmen.
1. Upload your base Custom Audience
The first thing you’ll want to do is upload your new acquisition ticket buyers for that particular show as a Custom Audience using the steps above.
2. Go back to your Audience area in your Ad Set and choose Create New > Lookalike Audience
3. Choose the audience you want to clone
The cool thing about Lookalike Audiences is that you can based them on either a Custom Audience or people who like your Facebook Page. If you want to clone your Carmen new acquisition ticket buyers, you will see that Custom Audience in the list of options. If you want to use your page, you’ll see that there as well.
Then click Create Audience. That’s it!
After you start with a Custom Audience, you can still refine that targeting to people within that audience who live in a certain geographic area, have certain interests, etc.
Do you use Custom Audiences already? I’d love to hear about your successes!