6 Segments to Target Using Facebook’s Custom Audiences

woman in red shirt holding credit card in front of a laptop to denote Facebook's custom audiences

The ability to show specific Facebook ads to segments of your email list has revolutionized the way ecommerce brands interact with their subscribers on social media. Not only can you show targeted ads to your subscribers using Custom Audiences, you can also show ads to potential new subscribers using Lookalike Audiences. This presents a huge opportunity to send more relevant ads and expand your brand awareness. Here are six segments you should reach with your Facebook advertising:

1. Previously Viewed Products

Have you ever seen an ad for a product you were just looking at appear in your Facebook sidebar? If you have, you’ve experienced retargeting firsthand. In fact, customers who have been retargeted are 70 percent more likely to convert on your website. Showing subscribers images of products they have already seen will draw their attention and encourage them to give them a second look.

2. Product Category

You may already segment your email list based on whether or not someone has purchased from a particular category of products. If you sell leather goods and have a subset of customers who have only ever purchased wallets, for instance, this is a good indicator that wallets are the product category these customers are most interested in. So, to deliver a more relevant message to these customers, feature wallets in the Facebook ads they’re shown.

3. Customer Type

You may also already create segments based on customers’ profiles. Unlike product category segmentation, these subscribers don’t necessarily need to have purchased in order for you to show them more targeted ads.

Say you split your email list into male and female subscribers. You can show your male subscribers men’s products and your female subscribers women’s products in your Facebook ads.

Segmenting based on customer type is great for Lookalike Audiences, too. Since you’ll already be narrowing the pool of user profiles based on a specific metric, these ads will resonate well with people who are similar to your existing subscribers.

4. Upsell or Cross-Sell

If you have a particular product or set of products that you know is popular, you can upsell or cross-sell other products based on this information. Segment based on whether someone has viewed or purchased product X and show them related or complementary product in your Facebook ads.

This method works best if you have specific products in mind — if you sell tools, for example, you may know that a certain set of tools are often used together. Using this insight to inform your Facebook ads can help you reach the right people at the right time.

5. Location

Lookalike audiences must be limited to one country anyway, but segmenting based on a more specific location — i.e. city — can help you promote events, like new store openings or popup shops. If you ever have events in particular cities, showing tailored Facebook ads to subscribers and potential subscribers in these locations will help you get the word out.

6. Activity on Site

Segmenting based on whether or not a subscriber has been active on your site is a broad sweep you can take to reach any subscribers who may be interested in purchasing. You can use these Facebook ads much as you would use your newsletters — to inform Facebook users of new product releases, sales, and more.

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