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In 2018, it doesn’t seem like you’re a real business until you’ve started advertising on Facebook.


It’s the place to be. It’s the newspaper of eons past. It’s an inexpensive way to reach about a gazillion people all for around five bucks.

Because you want to be legitimate, you, of course, started advertising on the ol’ Facebook.

Soon, you’re hitting your head against the wall. Maybe your relevancy score dropped, maybe your ads are costing more money, maybe no one is filling out your lead gen form.

This could have a little something to do with Facebook audiences.

One of the first things I always do when setting up a Facebook ad account (and continue to optimize) is set up audiences.

What The Bajebus is an Audience?

Ahh well I’m glad you’ve asked! On Facebook, there are three general audiences you can create.

Saved Audience

This is the audience you normally use in your ad set. Your saved audiences can be made up using demographic, income, location, and interests. This audience is typically cold traffic — meaning they don’t know who the heck you are.

Custom Audience

A custom audience is built using people who may already be customers or may already know who you are. They’ve already engaged with you on social media, email, or your website. This audience is warm traffic — meaning you say “hi” when you walk down the street.

Lookalike Audience

This audience looks like one of your custom audiences. Think of them as your cousin’s friend. This audience is cold traffic.

Cool, kewl, LL COOL J! But, now what…

Here are your general audience creation guidelines.

Saved Audiences

  • Interest based
  • Demographic based
  • Location based
  • Income based
  • Goal Size: 100,000 to 900,000

Custom Audiences

  • Video views
  • Page engagement
  • Website traffic
  • Email lists
  • Goal Size: No specific number here, ok for these lists to be on the small side

Lookalike Audiences

  • Video views lookalike
  • Page engagement lookalike
  • Page like lookalike
  • Website traffic lookalike
  • Email list lookalike
  • Goal Size: 1,000,000 and up, up, up!

Sign me up!

The best part of all this audience creation glory is that these audiences are SIMPLE to create.

  1. Visit your Facebook Business Manager
  2. From the Tools menu, select Audiences
  3. Once on the audience page, select Create Audience
  4. Follow the guided steps from there!

Use your audiences to be more specific with your ads. For example, if you are an interior designer featured on Houzz, use an ad to promote your feature specifically to an audience interested in Houzz. Not only will creating audiences help you diversify your ad base, but it will also help you stay relevant among each group.

Download a quick instruction guide so you don’t have to look for this blog post later!


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