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Digital Marketing Facebook Ads

Essential Facebook Audiences

A list of the Essential Facebook Audiences for Maximizing e-Commerce Performance.

Below is a list of the Essential Facebook Audiences the every e-commerce site should create in their Facebook Ads Account. Even if you don’t plan on using them right away, creating them now will ensure that you can serve ads to these users in the future.

Past Purchasers

Past Purchasers audiences will be used to target users that have previously purchased from you. There are 4 audiences with varying time periods, to allow you to target your past purchasers by how recently they purchased from you.

To create these go to
Audiences > Create Audience > Custom Audience

Audience NameSourcePixel Criteria
Purchase: 10 dayWebsitePurchase: 10 days
Purchase: 30 dayWebsitePurchase: 30 days
Purchase: 180 dayWebsitePurchase: 180 days
Purchase: All TimeCustomer ListCustomer list upload*
* The “Purchase: All Time” audience will need to be updated every 180 days.

Visitors and Social Fans

These audiences include website visitors, cart abandoners, and people who have engaged with your content on Facebook and Instagram. These are all people that are “brand aware” and are some of the lowest hanging fruit in terms of generating sales.

To create these audiences go to
Audiences > Create Audience > Custom Audience

Audience NameSourcePixel Criteria
Add to Cart: 1 dayWebsiteAddToCart: 1 day
Add to Cart: 4 dayWebsiteAddToCart: 4 days
Add to Cart: 30 dayWebsiteAddToCart: 30 days
Add to Cart: 180 dayWebsiteAddToCart: 180 days
Site Visitors: Top 25%: 10 dayWebsiteVisitors by Time spent:
Top 25%: 10 days
Site Visitors: Top 25%: 30 dayWebsiteVisitors by Time spent:
Top 25%: 30 days
Site Visitors: Top 25%: 180 dayWebsiteVisitors by Time spent:
Top 25%: 180 days
FB Engagement: 10 dayFacebookEveryone who engaged
with your page: 10d
FB Engagement: 30 dayFacebookEveryone who engaged
with your page: 30d
FB Engagement: 180 dayFacebookEveryone who engaged
with your page: 180d
IG Engagement: 10 dayInstagramEveryone who engaged
with your business: 10d
IG Engagement: 30 dayInstagramEveryone who engaged
with your business: 30d
IG Engagement: 180 dayInstagramEveryone who engaged
with your business: 180d

Lookalike Audiences

Lookalike audiences are a good base to use for new customer prospecting. If you target multiple countries, you will need to create a separate set of these for each country.

To create these audiences go to
Audiences > Create Audience > Lookalike Audience

Lookalike SourceEventNumber of
Audiences
Audience Markers
Facebook PixelPurchase40%, 1%, 2%, 5%, 10%
Choose 4 audiences, and set markers at 0%, 1%, 2%, 5%, and 10%

Next: Campaigns

Once you’ve created your audiences, the next step is to create a Facebook Evergreen Campaign Structure properly segmented into Past Purchasers, Remarketing, and New Customer Prospecting.

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By Alex Czartoryski

Alex is the director of digital marketing for Manitobah Mukluks, Canada’s fastest growing footwear brand, where he helps the luxury winter boot manufacturer accelerate growth profitably via digital marketing. Alex has over 20 years experience in e-commerce and digital marketing.

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