Optimizing Facebook Lead Ads using the Facebook custom audience method
The custom audience tool on Facebook provides a way of precisely targeting your ads towards potentials who have shown interest in your brand and have a high chance of conversion. Using this tool, you primarily create a group of audience from your customer list, website, CRM, lead forms, or other engagement metrics, based on some similar characteristics that they share. By re-targeting your ads to these specific custom audiences, you'll be able to reach relevant people based on their past behavior with your business and increase conversions.
You can create custom audiences on Facebook specific to the campaigns you're running and based on the goal you want to achieve through the ads. You can choose the source of the audience list and create your audience from there to target them. You can also include or exclude people while creating the audience sets, which means that you can also remove people who have already converted.
Facebook also lets you create a group called the Lookalike audience who are similar in characteristics with your existing customers. This is done by identifying people who look like your source custom audience in terms of demographics, interests expressed, and purchase behaviour.
With LeadChain, you'll be able to connect your Zoho CRM with Facebook, and send all the lead conversion events directly to the Facebook custom audience tool and make relevant changes to the audience set wherever necessary.
Benefits of targeting Facebook custom audience
- Customized ad targeting
You'll be able to customize the CTA of your ad and the message conveyed for a specific set of people depending on their location, their purchase behaviour like an abandoned cart, frequent and recent customers, offer special deals to existing loyal customers, and others. You can also cross-sell or upsell your products and services to a familiar customer segment.
- Expand reach by creating Lookalike Audience
By targeting an audience segment that shares similar characteristics with your primary custom audience, you'll be able to expand your reach and display the ad to a lot more people who are more likely to purchase your product or service. You can also customize the list further and remove specific people who have already converted, leading to a lower ad spend and higher ROI.
- Precise re-targeting
You can use your existing customer or email list to retarget the people who had shown interest or made a purchase earlier. Customizing your ad further and displaying it according to which customers you're targeting will help you with higher conversion rates.
Who can use Facebook custom audience?
Here are some instances where you can increase your conversions using Facebook custom audience:
- You can create a custom audience with the list of people who have attended your events and reach out to them for further event registrations or to announce about an upcoming product upgrade.
- Based on the engagement received, you can make a list of people who viewed half of your video or commented on your posts and reach out to them with a personalized ad message.
- If you have a mobile app for purchase, you can create a custom audience with the people who have installed the app but not made any purchase.
To establish a chain between Zoho CRM and Facebook Custom Audience
- In the LeadChain module of CRM, click + Create new chain.
- Hover over the Facebook Custom Audience template and click Setup now.
Alternatively, you can also start a new chain by clicking Setup on your own and filling the source and destination fields manually. - Name the chain that you're about to create.
- Fill the below source-related information in the left side of your window.
- Verify the CRM portal information that's automatically fetched for you.
- Select the CRM module from which you want to send the information.
- Select the tag and campaign associated with the stored information in CRM, if any.
- Fill the below destination-related information in the right side of your window.
- Choose the Facebook account you wish to connect.
- Select the relevant Facebook ad account from the list, or click + Add new Facebook account to add the account.
- Choose the custom audience from the drop-down.
- Click Proceed to Configure.
- Map customer information fields like first and last name, email, phone number, city, and country.
Alternatively, you can also enter a default value for a field to reflect throughout all the collected leads. - Click Save and Publish to publish the chain immediately, or from the drop-down, click Save as draft to save it as a draft and publish it later.
- It is mandatory to map at least one field of customer information from CRM to your custom audience.
- Map as many customer information fields as possible to achieve precise targeting.
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