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Facebook audiences can be confusing.

You can choose interest-based audiences, lookalike audiences, and remarketing audiences, but what’s the difference, which ones are better, and when should you use each?

In this post, we’re going to discuss five of the audiences we’ve been using to help our clients get as high as a 12:1 return on ad their spend.

So without further ado, here are the top 5 Facebook audiences eCommerce stores should be using to grow their eCommerce store sales.

#1: Interest-Based Audiences

This one is obvious and the most commonly used.

The #1 reason people advertise on Facebook is so they can take advantage of the platforms incredibly powerful targeting capabilities. On Facebook, you can target things like:

  • New parents (0-12 months)
  • Household income: top 10% US zip codes
  • Job titles
  • Brands people like
  • Celebrities people follow

Etc. etc.

You can see an example below in this screenshot of an audience of 6.9 million people who match the following interest targeting.

What’s interesting is that, in spite of how powerful Facebook’s interest-based targeting is, interest audiences aren’t even the most valuable audiences you can use on Facebook.

Keep reading to learn about some of the audiences we’re using to help our clients make even more money than if they were just using interest-based audiences.

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#2: Lookalike Audiences

One of the most powerful audiences you can use on Facebook are lookalike audiences.

With lookalike audiences, you give Facebook a list of criteria, and then Facebook builds an audience of people who are the most similar to the criteria you provided for them.

Lookalike audiences can be created based on:

  • People who’ve visited your site.
  • A list of customer emails you upload to Facebook.
  • Visitors whose purchase gets recorded by your Facebook pixel.
  • Etc.

There are more ways to create lookalike audiences, but these are the three most valuable lookalike audiences we’ve been using to grow our clients eCommerce sales.

We don’t have time to explain lookalike audiences in detail in this post (although you can subscribe now to receive a future post that explains remarketing in more detail), but you can see an example below of how you can create a lookalike audience of 2.1 million people who are the most similar to visitors who’ve already made a purchase on your site.

If you have questions about how to set up lookalike audiences for Facebook ads, send us a message and we’ll be happy to point you in the right direction.

#3: Website Visitors

Next up on the list of most valuable Facebook audiences is website visitors.

Here’s how it works.

With website visitors, you use your Facebook pixel to create an audience of people who’ve already visited your website.

Let that sink in for a second.

Not only can you target people on Facebook based on interests (see point #1), but you can also show ads to people who have already visited your website and shown interest in your products.

This is called remarketing or retargeting (depending on who you’re talking to), and it’s super powerful because people who’ve been to your site are more likely to buy than people who haven’t.

This is also why we always create top of the funnel audiences based on interest and customer lookalikes in order to reach new customers, but we also always set up remarketing audiences, which have a higher return on ad spend (see screenshot below for proof from one of our client campaigns).

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#4: ViewContent

When it comes to remarketing, not only do you want to remarket to people who’ve been to your site, but you also want to remarket to people who’ve viewed content.

So what does that mean?

ViewContent means they didn’t just visit your site, but they also looked at a product page or pages.

As you can imagine, people who view your product pages are even more likely to purchase than people who’ve just been to your site.

Here’s a screenshot of what it looks like to create an audience of visitors who have viewed a product page, a.k.a. one of the hottest audiences you can advertise to.

#5: Add to Cart

So what’s even hotter than a ViewContent audience?

If you guessed that it’s the people who viewed a product AND added a product to their cart but didn’t checkout yet, then you’re 100% correct.

This is just about as hot of an audience as you can get. There are some audiences that are even hotter, but we’re going to save those for a later post.

For now, just remember, one of the best audiences you can remarket to in order to increase sales is to advertise to people who’ve visited your site, added a product to a cart (i.e. shown high purchase intent), but didn’t end up buying (yet).

See below for an example of what this looks like when you set it up.

Summing It All Up…

We didn’t have a chance in this post to talk about the length of time you should set for each of these audiences, how many audiences to use in each campaign, or how to test different audiences to maximize your sales by identifying the audiences of customers that are the most likely to buy.

We’ll cover those in more detail in future posts future posts (don’t forget to subscribe to receive future posts), but for now, be sure to check on your campaign to see if you’re taking advantage of these valuable Facebook audiences we’ve been using to help our clients get as much as a 12:1 return on ad spend.

If you have a question, be sure to get in touch; if not, best of luck using Facebook ads to grow your stores sales!

Joseph Putnam

Joseph Putnam

Joe Putnam is owner of ConversionEngine where he helps eCommerce brands use highly effective paid ads and email + SMS marketing to grow faster and more profitably than they ever thought possible. Follow him on Twitter @josephputnam.

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