Tips to create audiences for your next campaign

By Meta Blueprint
Published: Jul 14, 2022
Duration 5m
Difficulty Intermediate
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Average rating: 4.0 2 reviews

In this lesson, we will go over tips on how to improve your ads and reach your target audience effectively.

This lesson will prepare you to:

Use audience segmentation as you map ideal audiences into ad sets.
Maximise your use of sources for Custom Audiences.
Improve the quality of Lookalike Audience results.

Tips for creating audiences in Meta Ads Manager

Now that you've learned how to use and apply new audiences, Custom Audiences and Lookalike Audiences, consider these tips the next time you create audiences to optimise an ad campaign.

Segment your audience to improve your ads

As you begin to understand how audiences interact with ads, you may notice common behaviours or attributes among certain audience segments. When you create audience segments to categorise different types of consumers interested in a business, you can customise your ad based on their experiences. For example, you can create different ads for customers who have purchased from a business vs customers who have not purchased.

One approach you can use to segment your audience is to closely examine your current set of customers. To discover trends in audience behaviours and segment audiences based on their interactions with past ads about the Little Lemon delivery service, Tahrrisha can look back on past campaigns.

Here's how Tahrrisha does this for Little Lemon:

You can also segment an audience based on their characteristics, such as demographics and interests, and investigate how those characteristics affect behaviour. Ultimately, you can use these segments to help test and refine ads as they run.

Use different sources to build your Custom Audience

As we learned, there are a variety of sources available to build a Custom Audience, which can help you find current and new audiences. To engage a particular audience through your ads, you can decide which data source will best align with your strategy.

Take a look below at the sources available to you.

Use your sources. Create Custom Audiences with resources a business already uses to track customer data. When you upload customer information to Ads Manager, it can help find customers who engaged with the business on other platforms, such as websites and apps, and retarget ads to them.

Use sources from Meta technologies. You can also create Custom Audiences with sources from Meta technologies to reach people who interacted with a business, whether it was on their Facebook Page, videos, lead forms or Instagram profile. Try experimenting with different sources over time to understand what works best to reach your goals.

In the case of the delivery service ads for Little Lemon, Tahrrisha can create a Custom Audience of people who visited their Facebook Page and Instagram account and launch ads that re-engage those people.

Tips for Lookalike Audiences

Use the arrows to learn more.

Use a high-quality source audience

To build a high-quality source audience, identify a core group of the most valuable customers to the business based on their spending or repeat buying behaviour. Then, upload the customer list into a Custom Audience and use it to create a Lookalike Audience. For example, Tahrrisha can use a list of highest-value delivery customers and create a Lookalike Audience based on this group to attract more high-value customers to Little Lemon.
Start small with your Lookalike Audience

If you're new to Lookalike Audiences, start with a 1% Lookalike Audience and see how it performs. If you have the budget to reach more people, then increase it to 2%. Continue to test this way until it's no longer cost-effective.
Don't layer additional targeting on a Lookalike Audience

Avoid the addition of other targeting parameters, such as location, age, gender or interests on a Lookalike Audience. The lookalike tool has already considered these characteristics, so additional targeting could limit performance.

Now that you know how to create audiences in Ads Manager, in the next course we'll cover how to set a budget and schedule for your ads.

Key takeaways

Segment business audiences.

Try different sources when creating a Custom Audience.

Use a high-quality seed audience for a Lookalike Audience.

Audience segments	Ads
People who aren't familiar with Little Lemon	Tahrrisha can create ads that showcase the most popular dishes at Little Lemon.
People who signed up for the Little Lemon newsletter but haven't used their services	Tahrrisha can create ads that encourage this audience to purchase, such as ads with a discount code.
People who started the checkout process but didn't complete it	Tahrrisha can create ads to remind this audience to complete their delivery order.

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