How to uncover winning audiences with Audience Launcher
Use Madgicx Audience Launcher to:
- Launch pre-set audiences in a few clicks instead of wasting hours compiling them
- Ensure you cover your entire sales funnel and test all the audiences you should
- Leverage AI technology to create highly converting prospecting audiences
With Meta ads, you can create audiences (including lookalikes) using people that have interacted with your content and ads to varying degrees. This is best practice, but launching a full-funnel strategy in Meta is time consuming and will take even the best media buyers a few days.
But with Madgicx's Audience Launcher, you can launch multiple audiences very quickly and easily by selecting from 100+ pre-set audiences to cover your entire funnel. Madgicx cuts full-funnel strategy launch time to several minutes so you can get back to the tasks that drive more value.
Moreover, the Audience Launcher offers 27 AI audiences based on the eRFM (engagement Recency, Frequency, and Monetary Value) model, and all the acquisition and retargeting audience have pre-built exclusions to ensure you're not mistakenly targeting warmer audiences than you meant.
Let’s take a closer look at how you can launch a fully-fledged ad strategy with Audience Launcher.
✅ Ensure full-funnel targeting
Audiences are divided into the four segments of the ARR strategy:
- Acquisition prospecting
- Acquisition re-engagement
Use the filter to see examples of segments of people that fit who you would like to target.
In the “Prospecting Lookalikes” segment of audiences, you can find audiences that don’t yet know your brand: cold audiences.
There are 46 different types of audiences you can lookalike from (27 of which are AI audiences), depending on who you want to target, plus 2 others: broad targeting and interest targeting.
If your pixel is new and you don’t have enough data to build lookalikes yet, use Audience Studio to uncover hidden interests that you might be missing out on.
For acquisition re-engagement audiences, Audience Launcher offers us to target:
- Ad engagers
- Social-media engagers
- Video viewers
Retargeting audiences are based on the:
- Recency of visit
- Pages visited
- Intent to convert
Retention audiences are your customers, making them the warmest audiences, and here you can choose which segments you want to include in your next upsell/cross-sell campaign.
You can also single out audiences for your Google ads campaigns. Once you click this and show all Google audiences, these audiences can all be launched into Facebook campaigns as well.
🚀 The recommended Madgicx audiences to start with
One caveat here to bear in mind: although you have 100 audiences to choose from, don’t launch them all - and definitely not at once. This is a menu, so just like you don’t go to the restaurant and order everything off the menu, nor do you here because it costs too much, and some things will work better than others.
Let’s take a look at what audiences Madgicx media buyers recommend selecting from Audience Launcher for each funnel stage.
There are two components to any winning audience:
- Quality — are these people in your target audience, and will they convert?
- Quantity — are there enough of these people to make the ads profitable?
Creating lookalikes is all about using your pixel data to find better-performing audiences. With Madgicx, you can launch all the lookalikes you need in a few minutes - and even get ideas for lookalikes you'd never have thought of.
First, filter your view to “Prospecting Lookalike” in the left menu and scroll down to find the following audiences:
- Lookalike of Video Addicts
Video addicts are those that have watched at least 95% of one of your videos. Videos on social media are constantly becoming shorter, which means that people who watch less than 95% of a 15-second video might not be very interested in your product.
If you don't have enough people who watched at least 95% of your videos to create a lookalike audience, you can use Video Enthusiasts (75% watched) or Video Casuals (50% watched).
If you don’t run videos, you can use lookalikes of fans of your Instagram and Facebook Pages. The main thing here is that you want there to have been some engagement.
- Top Seed Audiences To Lookalike From
These audiences are proven high performers from which you can create super lookalikes. This targeting hack will help you reach people who are similar to your top performers and are likely to convert well.
The idea is to take your top-performing custom audiences, lookalike them at a small percentage, and launch all these lookalikes into a single super lookalike audience.
- Niche Prospecting From Top URLs
This audience is built from people who visited your most important website pages: an easy win that almost always drives results.
- Interest Targeting & Audience Mixes
If you've already learned how to use Madgicx Audience Studio and created some interest-based audiences to target, you can now add them to the list by clicking "Interest Targeting & Audience Mixes". Interest-based audiences are an essential part of everybody's strategy.
Learn how to create interest-based audiences
- Broad Targeting
Broad targeting works better and better for big advertisers. Here we don’t specify any interests, custom, or lookalike audiences; we just let the Facebook algorithm decide who to go after. As you might imagine, these types of audiences only work for advertisers with plenty of pixel data, so Facebook's algorithm knows exactly who to target.
Now, filter your view to “Re-engagement” to select 3 audiences that we see work really well:
- Video Addicts
Here it is the same as in acquisition prospecting, but instead of creating a lookalike audience, we retarget people who have watched at least 95% of any of your videos. If you don’t have enough people who are video addicts, try enthusiasts or casuals.
- Instagram/Facebook Fans
These are users who engaged with your Instagram or Facebook ads, visited your social media pages, or liked them.
With these three audiences, we have a solid re-engagement strategy in place and can move on to retargeting.
Again, set the filter to only show retargeting:
Sometimes, it takes another two to three touch points to get prospects who are in the consideration phase to actually pull the trigger and buy. That's what the retargeting stage is for.
Here, keep it super simple. We see too many advertisers overcomplicating their setup. They build retargeting journeys of visitors 0-3 days, 3-5 days, 5-10 days, or any other cadence. but there's usually no need for that.
Select "Custom Recency Visitors," and in the upcoming steps, we'll launch an audience to retarget your visitors from 0-3 days and 3-30 days.
Within the first 72 hours after someone visits your website, we have a hot window of opportunity. During those three days, it's recommended, if not even vital, to show them your ad one to three times a day. This way, we have a better chance to reach them at the right moment when they're free to complete the purchase.
Now, reaching your audience three times a day for 30 days will not make you friends. So, on the 3-30 day retargeting, we'll manage our frequency to be significantly lower.
Lastly, retention. Let’s set the filter:
Let's assume you're selling a product people like to buy more frequently - in other words, you're hoping for recurring purchases. In this case, you should think about building a retention strategy.
Basic retention that goes after all your customers from the last 180 days is a good way to start.
Select it and click "Next" on the top-right corner to enter the campaign setting stage.
Set your campaign
On this screen, the system, by default, gives recommendations, but you can choose whether to follow them or not. In this case, the system recommends to launch our audiences into new campaigns: one for prospecting, one for re-engagement, one for retargeting, and one for retention.
Always go for the conversions objective when trying to actually sell products or generate leads via your website. When you generate leads via a lead form on Facebook, go for the lead generation objective.
Pro tip: budget optimization
CBO is only recommended for prospecting campaigns and only if you have a big budget. You can always use Auction Insights to check whether CBO or ABO work better for you, but make sure to segment performance by funnel stage.
When launching CBO campaigns, we recommend launching around four to eight ad sets. Launching significantly more ad sets into the CBO campaign will cause budgets to be spread too thin, and Facebook will need more time to test all these ad sets. Consequently, you'll have to wait longer to see if the CBO campaign can turn a profit.
For ABO campaigns, that's not really the case in our experience; you can technically launch up to 50 ad sets within a single ABO campaign.
Use Auction Insights to see what works best for your ad account: ABO or CBO
Click "Next," and let's move on!
In the top menu, you have the option to select which ad set to choose the ads for.
I go ahead and select my prospecting audiences (click on the funnel name above the dropdown or CTRL/CMD + click each audience) and change my time frame to the last 30 days to have representative data.
Now you can instantly see all your highest ROAS ads listed. You can also set a minimum spend to ensure you're relying on significant data.
It's also crucial to filter your ads for the correct funnel stage using the Smart filter. Let's filter the ads to acquisition first.
Now all you need to do is to select your top three-four ads to put your best horses on the track. For prospecting ad sets, we recommend having no more than this number of ads per ad set. More ads might make things difficult for the algorithm, causing it to take longer to turn a profit.
Check the boxes in the top right of each ad and then click “Save Changes.”
For re-engagement, Madgicx media buyers recommend going for the same ads we used in prospecting since they will help the audience remember the ad they once showed interest in. Just add three-five more ads to avoid fatigue. Click "Save Changes," and then filter your ads to select the best for retargeting and retention.
For retargeting and retention, we're dealing with smaller audiences who will get tired and annoyed by seeing the same two-three ads over and over again. So, make sure to select seven-nine ads for each of these funnel stages too.
At these stages, you can also turn Facebook and Instagram posts into ads. Just click on the relevant tabs and select the posts you want to make into ads.
Once you're done selecting ads for each funnel stage, click "Save Changes" to move on.
Fine-tune your targeting
Now, we are in the last major step. Let's fine-tune some of the targeting settings.
We first need to duplicate our retargeting audience due to the two different recencies: 0-3 and 3-30 days.
Now I recommend selecting all your ad sets (except for the duplicated retargeting audience) at the top menu to save yourself tons of time and set up everything at once. Do so by clicking on each while holding CMD/CTRL.
Note, how, again, when you have to make decisions, we show you all the data to make smart data-driven decisions. What country to target? What age and gender to target? Which device, platforms, and placements should you choose? All these questions can be answered with the data right in front of you.
First off, we need to select your best custom audiences for the Top Seed Audience to Lookalike from. Sort your audiences by ROAS or cost per lead and select your top audiences.
These audiences will be lookaliked and put into a single super lookalike ad set.
Save your preset and give it an indicative name.
Regarding lookalike percentage for Niche Prospecting and Video Addict lookalikes, we'll go with the default here: 0% to 2%. If you have tested many variations, you can go to Targeting Insights and check which percentage drives the strongest ROAS for you.
Let’s select our Facebook URL, Facebook and Instagram Pages, and the interest-targeting audiences you created in the Audience Studio.
If you haven’t created an interest-based audience, create one in a separate tab.
Now let's exclude bouncers from the retargeting audience. Retargeting those who've left your website in less than three seconds is just a waste of money since they probably clicked on your link by accident.
Since we're on the topic of retargeting, make sure to select the recency of 0-3 days.
Lastly, select your duplicated retargeting audience and set the recency to 3-30 days. All the other properties should be similar to the previous audiences.
Click ”Save Changes,” and you will be prompted to override the default settings. Apply your new settings.
Now on the final page, have a final review of the ad sets and names.
We recommend keeping the names this way since every setting is reflected in the ad set name. However, if you are an agency owner and you want to white-label the assets, you may do that.
Then we go ahead and schedule your campaign to be launched at a time of your choice.
We'll launch everything right away, but if - based on your experience - you know there's a reason to wait for a later time, or the weekend is almost here (i.e. lower performance), you can schedule the launch for later.
Click "Launch" and see all your campaigns launched into your Facebook ad account. If you set them up to launch later, you'll see that they're paused and will be turned on at the time you selected.
👥 All Madgicx's audiences explained
Let’s run through all of the different audiences you can select in Madgicx Audience Launcher.
Madgicx's AI audiences
Before going through each audience, it is important to understand how the eRFM (engagement Recency, Frequency, and Monetary Value) model we use for our AI audiences works. The model splits your prospects (website visitors) and customers into those that carry out events (visits, purchases, etc.) according to how often they do that and the value of that event.
Madgicx’s AI segments your visitors and customers into three sets of three segments according to:
Order value can be real (made a purchase) or potential (didn’t make a purchase but made progress towards this event by giving their personal information, adding items to cart, filling out payment information, etc.):
- Silver/Low: lowest third of product value
- Gold/Medium: medium third of product value
- Platinum/High: highest third of product value
How often these events take place:
- Infrequent/Low: lowest third of frequency
- Occasional/Medium: medium third of frequency
- Frequent/High: highest third of frequency
The AI uses this data and relays this back to your Facebook pixel to find the audience lookalike.
- Infrequent Silver/Gold/Platinum Value Customers
Lookalike from customers who infrequently make purchases of silver/gold/platinum value
- Occasional Silver/Gold/Platinum Value Customers
Lookalike from customers who occasionally make purchases of with silver/gold/platinum value
- Frequent Silver/Gold/Platinum Value Customers
Lookalike from customers who frequently make purchases of silver/gold/platinum value
- Infrequent/Occasional/Frequent Medium AOV Potential Visitors (Lookalike)
Lookalike from users that have performed a lower intent event (e.g., viewed products/services on your website) at low/medium/high frequency and medium AOV
- Infrequent/Occasional/Frequent High AOV Potential Visitors (Lookalike)
Lookalike from users that have performed a lower intent event (e.g., viewed products/services on your website) at low/medium/high frequency and high AOV
- Infrequent Low/Medium/High AOV Potential Visitors With High Intent
Lookalike from users that have performed a higher intent event (e.g., added to cart) at low frequency (least often compared to others in your customer database) and low/medium/high AOV
- Occasional Low/Medium/High AOV Potential Visitors With High Intent
Lookalike from users that have performed a higher intent event (e.g., added to cart) at medium frequency (fairly often compared to others in your customer database) and low/medium/high AOV
- Frequent Low/Medium/High AOV Potential Visitors With High Intent
Lookalike from users that have performed a higher intent event (e.g., added to cart) at high frequency (most often compared to others in your customer database) and low/medium/high AOV
- Category Specific Purchasers
Lookalikes from people that have made purchases from specific product catalogs such as item segments (in a clothing ecommerce store, this could be subsegments of clothing, such as shirts/blouses)
- Category Specific Visitors
Lookalikes from people that have visited specific product catalogs such as item segments (in a clothing ecommerce store, this could be subsegments of clothing, such as trousers/shorts)
- Category Specific High Intent Visitors
Lookalikes from people that have visited specific product catalogs such as item segments (in a clothing ecommerce store, this could be subsegments of clothing, such as trousers/shorts) and then showed high intent by adding items from this category to their shopping cart
- Facebook Fans (Lookalike)
Lookalike from every user who has interacted in any way with your Facebook Page
- Instagram Fans (Lookalike)
Lookalike from every user who has interacted in any way with your Instagram Page
- Lookalike Of Video Casuals/Enthusiasts/Addicts
Lookalikes from people who watched more than 50%/75%/95% of at least one of your videos
- Ads Watchers 10s (Lookalike)
Lookalike of People who watched at least 10 seconds of any of your videos
- Lookalike Of All Website Leads
Lookalike all the people who filled in their details for a lead magnet, form, newsletter, etc.
- Top Seed Audiences To Lookalike From
Select your top-performing audiences, and Madgicx will lookalike each of them and launch a super lookalike audience composed of all of them into a single ad set.
- Lookalike Of Android/IOS Customers With High Intent
Lookalike of customers and visitors that have shown high intent (e.g., added to cart) when using Android/iOS devices
- High Intent Niche/Purchase Niche/Niche Prospecting from Top URLs
Lookalike of those that have visited specific URLs on your website and then showed high intent to purchase/made a purchase/visited pages on your site
- Interest Targeting & Audience Mixes
Audiences you created in the Audience Studio: either interest-based or intersections of lookalikes and interests
- Broad Targeting
An audience that relies only on the pixel data, allowing Facebook to decide which people will react best to your ads without limitation (works better the more data you have)
- Time Spent Deep Browsing/Considering
A lookalike audience of the people who spent more than 8 minutes (deep browsing) or 3 minutes (considering) on your website
- Top Events To Lookalike From
Lookalike audiences from your top events: people who performed or didn't perform a certain event that you define (e.g., purchase, add to cart, signed up to newsletter, etc.)
- Video Casuals/Enthusiasts/Addicts
People who watched more than 50%/75%/95% of at least one of your videos
- Ads Watchers (Video)
People who watched more than 3 seconds of at least one of your videos
- Instagram/Facebook Fans
An audience from people who have engaged with your Instagram/Facebook Page
- Ad Engagers
People who have engaged with your collection ad, canvas ad, or instant experience within Facebook
- Recent/All High Intent Visitors 0-30
Recent/High-intent visitors who visited your website in the last 30 days
- All High Intent/All Visitors 30-180
All/All high-intent visitors who visited your website in the last 30-180 days
- Custom Recency Visitors
All of your website visitors in a timeframe of your choice
- Custom Recency Visitors With High Intent
Website visitors with high intent in a timeframe of your choice
- Multiple Visits
People who visited your website at least 3 times in the last 30 days
- Time Spent - Deep Browsing/Considering
People who visited the website for longer than 8/3 minutes
- Category Specific High/Mid Intent Visitors
People who have expressed intent to specific product categories such as item segments (in a clothing ecommerce store, this could be subsegments of clothing, such as shirts/blouses)
- High Intent Niche/Niche Retargeting From Top URLs
All/High-intent visitors who visited specific website pages that you define
- Website Leads
All website leads that come to your website and leave their email, telephone number, or other contact information
- Retargeting Top Events
People that did or didn’t perform certain events that you define (e.g., left contact details but didn’t make a purchase)
- Basic Retention - Last 180d
All people who made a purchase in the last 180 days
- All Email Based
Show all email-based audiences on a list
- Post Purchase - 0-10 Days
All people who made a purchase in the last 10 days
- Custom Recency Post Purchase
All of your website purchasers in a timeframe of your choice
- Reactivation - 60-180 Days
All people who made a purchase in the last 60-180 days
- Niche Retention Ads From Top URLs
Target customers who visited certain URLs and made a purchase
- Category Specific Purchasers
People who have purchased from specific product categories that you define
Difference with Facebook Ads Manager
Madgicx Audience Launcher makes you a better media buyer because it uses AI to create better quality lookalikes and has pre-built options which help you drive better performance.
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