In this video we’re going to learn all about Ontraport’s Facebook Custom Audiences feature.
Facebook allows you to create Custom Audiences to target with ads. Custom Audiences are a group of contacts that you set up. They might be your past customers, everyone who visited your site or maybe just people who signed up to get a free guide.
Ontraport allows you to create custom audiences right from within Ontraport, and then add contacts to them using Automations.
That’s a really big step up from what you get using Facebook’s standard features to build your audiences, because instead of just targeting people based on which pages they viewed, you can use all of the data in your Ontraport account to create hyper-targeted ad campaigns.
Not only that, with the new privacy changes that came with iOS 14.5, Facebook’s targeting is much less effective. So creating audiences from your own database is really the only way to get good targeting going forward. And, here’s where this really gets crazy: you can use your Custom Audiences to create much larger audiences — called lookalike audiences — so you can show your ad to NEW people who Facebook says are similar to the people in your custom audience.
For example, what if you could advertise specifically to people who responded well to a sales call but haven’t purchased yet?
Or what if you could advertise to people who purchased your product but haven’t yet used it, to remind them to log in or whatever they need to do?
Or, check this out: what if you could create an audience of all your best, most engaged customers automatically.. and then tell Facebook to go find 100,000 people that look just like them?
You already know this: being able to build hyper-targeted audiences allows you to run hyper-targeted ads and, as we all know, relevance and timeliness equals conversions.
With Ontraport, this is easy and can be completely automated.
So, in this video I’m going to show you how to set this up in three easy steps.
First, you’ll set up the Facebook Custom Audience integration.
Second, you’ll create a new audience in Ontraport.
And last, you’ll add or remove contacts from your audiences.
Here we go.
In order to use this feature, you first need a Business Manager account with Facebook. If you haven’t already done this, pause this video and go set one up now.
Once that’s done, log in to Ontraport and go to your account → Administration → Advanced Features then toggle on the Facebook Custom Audiences feature.
Next, go to the social tab and click on Facebook’s API. Click the button there to connect and follow the instructions to connect Ontraport and Facebook. Should just take a couple of clicks.
Nice, you’re all integrated.
Next let’s create a new audience in Ontraport.
Facebook only allows apps to manage custom audiences that the app itself creates, which is why you always need to create your audience from inside of your Ontraport account.
You can create a new audience on your automation action elements or from group actions.
One way is to select at least one contact and click the Facebook action button, like this.
Or click into a Facebook Custom Audience automation element and click “add New Audience” from your audience dropdown.
Just select your ad account, name your audience, add a description, then click Done.
Now that you’ve created a custom audience, you can select it from your audience dropdown.
It’s that easy.
The last step is to add or remove contacts from your audiences.
There are two ways to manage your audiences — manually and using automations. Let’s take a look at how to do it manually first.
Really it’s as simple as sending an email broadcast. Well, easier, since you don’t even have to write an email.
Select the contacts you want to add or remove, and click the Facebook action button. Choose if you want to add or remove your contacts, and select your saved audience from your dropdown.
Click Submit and you’re all done.
Now let’s talk about how to set this up to happen automatically so you’re constantly tailoring your audiences to perfectly match the campaigns you’re running. We’ll load up the Automation you want to insert a custom audience into. If you don’t have one, you can build one from scratch.
But let’s say that we want to run a campaign to everyone who had a demo with your team and who the team thought they were a good, qualified lead.
So, we’ll open up our demo follow-up campaign. Usually there will be a task in here for your rep to mark the lead as qualified. As soon as they do that, we’ll want to send the contact to Facebook to add them to your custom audience. Maybe this audience will get ads giving them a reason to stop thinking about it and buy today, like a short term discount or bonus offer.
So, we’re going to add this Facebook custom audience step right below the ‘qualified lead’ goal, like this.
Let’s look at another example.
What if we wanted to advertise to people who DON’T accomplish a goal. Like, maybe they bought access to your membership site, but they haven’t logged in in three weeks. That may be a red flag that someone’s going to cancel, so it could be a good time to show them an ad about all the good stuff available to them in their member’s area.
In this case, we’ll have a campaign that looks like this. Every time the user logs in, they get moved back to the top of this automation and they sit on this “wait” for three weeks. If they log in, they’ll hit this goal, and this “go to” element will take them back to the top, starting the wait over again.
But if they DON’T log in, they’re going to head down this side path right? And this is where you’ll probably start sending emails to remind them to log in… and we’ll drop our Facebook action here to add them to our custom audience as well, so we’re hitting them in multiple channels.
Ok, so once you’ve figured out where on your map to add the Facebook action, you’ll just add it to the map like any other element. You’ll find it in the advanced tab here, or you can do a quick search for Facebook here.
The settings for this element are simple: you find the audience you want from the dropdown and select whether you’re adding or removing them. Then click “done” to save.
And that’s it!
Of course, you can also remove contacts from audiences with this same type of element, and this is a great way to close the loop on some of the above examples!
For example, if they do log in to your membership site after a while, it doesn't make sense to keep nagging them. So let’s remove them from the audience by adding a second Facebook element here, under the login goal. This time we’ll select the same audience, but we’ll choose “remove” instead of “add.”
As always, click publish to make the magic start happening, and your audience will be updated live.
Of course, once your audience is created, you’ll go into Facebook to create the actual ad campaigns and you’ll choose the audience as the target. From there, it all just runs on autopilot.
And with that you’ve learned about Ontraport’s Facebook Custom Audience feature, integrated your account, built your audience, and automated the adding and removing of contacts to that audience. And you learned how to manually manage this as well, just in case.