• Custom audiences are incredibly powerful because for those of us who don't have email lists in the very beginning, this is what we get to create in order to truly optimize and create audiences that are going to be beneficial to us in the future. 

• When you are creating your audience, you can create a custom audience of a variety of different things, such as website visitors, video views, Instagram (people who've engaged with any Instagram content), people who have engaged with your Facebook page, events, shopping, etc.

• We typically start with, our website, video, Instagram, and Facebook, if we don't have a customer list. 

• The great thing about website custom audiences is you can create these audiences based upon people who visited your site, people who've visited a specific page or been on a specific page for a very long time or short period of time. 

• If you've installed the pixel on any of your sites or sales funnels, you can even do it based on events, such as page view, view content, checkouts, purchases, added payment info, searched your website. 

• Each of these audiences have a purpose. Not only can you create lookalike audiences from those events or from those audiences, but then you're also able to retarget these audience based on an action they took or have yet to take.

• So for example, if someone viewed a blog post of yours, why wouldn't you want to retarget them to more blog content? Obviously they're interested in what it is that you've already written or produced, a video is even better.

• You want to retarget the person who's landed on your sales page because they've expressed interest and you show them a different ad to eventually buy. 

• You can create audiences based on people - those who've watched three seconds of any video, 10 seconds of a video, 25% of it, 50%, 75%, 100%.  

• Every time you launch something new, you retarget all the 95% viewers to your new content. Then open it up to more people thereafter. So you could also create a big audience of anyone who's ever watched at least three seconds of your content, and then create a lookalike of those people. 

• You can create audiences based upon people who have engaged, people who have clicked, people who visited your page or your profile, people who have sent you a message and these same opportunities also arise for Instagram. 
  

• So they DM'd you, clicked your profile, followed you, so on and so forth. This is amazing because now you can retarget those individuals who've landed on your page with more content or to your offer. Same thing with Instagram.

• It's very important that you create these custom audiences because it opens up not just more opportunities to create more audiences, but it also allows you to present new opportunities to these people the moment it's ready to go. 

David (00:01):

Hey everyone. Welcome back in this video, we're going to be talking about website custom audiences and custom audiences in general. Now custom audiences are incredibly powerful because for those of us who don't have email lists in the very beginning, this is what we get to create in order to truly optimize and create audiences that are going to be beneficial to us in the future. So as you can see on my screen, we talked about this in the last video. These are a lot of email, custom audiences of customer lists, but let's take it further. When you were creating your audience, you can create a custom audience of awry of a variety of different things, right? You've got website capability. You have video, you have an Instagram account. So people who've engaged with any Instagram content, people who have engaged with your Facebook page events, shopping, you name it.

David (00:49):

The ones that we typically start with, our website, video, Instagram, and Facebook, if we don't have a customer list. So remember customer lists are the most important in the very beginning. That's the email list I discussed. Now let's take it further with the website. Now, the great thing about website custom audiences is you can create these audiences based upon people who visited your site. People who've watched a specific page or been on a specific page for a very long time or short period of time. People who visited, visited specific pages and even further, if you're someone who's installed the pixel on any of your sites or sales funnels, you can even do it based on events. So page view, view content, checkouts purchases, added payment info, searched your website. So on and so forth. Each of these audiences have a purpose. Not only can you create lookalike audiences from those events or from those audiences, but then you're also able to retarget these audience based on an action they took.

David (01:46):

So for example, if someone viewed a blog post of yours, why wouldn't you want to retarget them to more blog content? Obviously they're interested in what it is that you've already written or produces a video even better. Maybe they clicked on a promotion of yours and they landed on the sales page. You'd want to retarget the person who's landed on your sales page because they've expressed interest and you show them a different ad to eventually buy. So there's a lot of ways you can use these audiences, but this is just the website. Now imagine we take it further. We want to do it based on video. You can create audiences based on people. Who've watched three seconds, three seconds of any video, 10 seconds of a video, 25% of it, 50%, 75%, hundred percent. This is amazing because now let's say you're producing a lot of video content. You want to make sure that you showcase your content to everyone. Who's watched over 50% because clearly they've liked more than half of your content every time

David (02:44):

Better yet. Why wouldn't You show your new content to people who at least watch something all the way through. So 95% of the way through. So now every time you launch something new, you retarget all the 95% viewers to your new content. Then open it up to more people thereafter. So you could see the power in creating these video audiences, but go, even further than that, maybe you just create a big audience of anyone who's ever watched at least three seconds of your content, and then create a lookalike of those people. So that way you are creating an audience of individuals, who've at least watched some of your content. And this goes further with the 25%, 50% so on and so forth. So now let's look at the Instagram and the Facebook side. You can create audiences based upon people who have engaged people who have clicked, people who visited your page or your profile.

David (03:33):

People who have sent you a message and these same opportunities also arise for Instagram. So they DMD, you clicked your profile, followed you so on and so forth. This is amazing because now you can retarget those individuals. Who've landed on your page with more content or to your offer. Same thing with Instagram, maybe they've DMD do a lot. This is your opportunity to advertise to those DMARS so that they're able to see the new things that you've brought to light on the network. And so it's very important that you create these custom audiences because it opens up not just more opportunities to create more audiences, but it also allows you to present new opportunities to these people. The moment it's ready to go. So before you start running any ads, if you've already started to deliver traffic to your site, maybe it's SEO. Maybe they found your video.

David (04:21):

Maybe you have an email list already, go ahead and create these audiences from the very beginning, because you need them to create your retargeting opportunities. Otherwise you at least need to create the website, visitor custom audiences under website, and any other event that you're tracking such as leads or add to cart or checkout, because that's going to be important for you as you accumulate more data. Same thing goes along with Instagram and Facebook profile and pages, because maybe you've been active on those places and you just haven't run any ads yet. So make sure you create these custom audiences first before you take your ads to the next level. So handle that immediately and start reaping the benefits.