| Hey, This is the fifth episode How To Scale Facebook Ads. And the second-half of Stage 3 - where we continue to scale the audience. If you missed any of the previous emails, and want to learn why simply scaling by increasing the budget usually doesn't work - and why I recommend that you scale your offer, interests, and audience first - then check out my exclusive resource page for subscribers Facebook Ads for Authors (near the end). Last week we started the process of scaling the audience - which is not something that can always provide instant scale like, say, finding ten new interests. However, it does maximize the value of the warmest and most lucrative audiences of all: existing fans. Today we'll show you how to really leverage that precious reader-love. feeding your list To facebook Before turning your subscribers into Soylent Green, it's important that you have permission to feed your list to Facebook – which can be covered in your Privacy Policy for your list, something which you should have in place anyway. I personally like to tell people in plain English that I will use their email address to potentially target them with ads on Facebook, so everything is upfront but how you handle that is completely up to you. The steps for creating a List Audioence are pretty similar to the Page Audience we created last week so I won't laboriously repeat them here, except to point out that you need to export a CSV file from your email marketing service before you begin. Once you have that, you simply follow the steps in the interface (choosing Customer List when you reach the menu below, instead of Facebook Page). Don't worry about the first page of the upload process after that – just click Next – upload your CSV file when prompted, and keep clicking through until it is confirmed. Unlike a Page Audience, this isn't instant – Facebook needs time to hash the data and match it to its own database, but it should fully populate within an hour. This isn't a dynamic audience like a Page Audience, so I do recommend repeating this process periodically - I generally do it once a quarter, or just before a big launch/campaign, especially if I have had significant list growth recently. If you don't add the new guys in, you won't be able to target them! websites and lookalikes I've skipped Website Customs deliberately because you need quite a significant amount of traffic for these to function, and they are generally more complicated too – requiring the installation of the Facebook Pixel, and with lots of granular options about which segment of your web traffic you want to retarget. For example, you might want to specifically target people who visit your mailing list sign-up page but don't complete the process. Or if you are selling direct, you may wish to target abandoned shopping carts. But most authors probably won't be generating enough traffic to their sites overall to make Website Customs worth pursuing. I also won't go into Lookalike Audiences in any great detail here, other than to advise not experimenting with them at all until you have a custom audience you can feed which is at least 5,000-strong (preferably 10,000+). This means 5,000+ Page Likes, or 5,000+ on your mailing list. Facebook lets you create LALs with much smaller thresholds, but the larger the audience you feed Facebook, the better quality the LAL will be - to the extent that I find LALs based on small custom audiences basically useless. However, when you do have an audience that size to seed your LAL, then you can scale quite rapidly - and the temptation is to do just that. But further caution is needed here; results will be extremely inconsistent otherwise. Even when I feed a high quality custom audience - e.g. a strong list of 25,000 engaged readers - I still prefer to narrow that LAL before running ads to it. Facebook can be good at identifying superficially similar people, but if I don't narrow that audience by Kindle, I tend to have issues and the ads seem to scoop up too many non-readers (or those who prefer print and/or shopping outside of Amazon). This will obviously reduce the amount you can scale with LALs but I strongly recommend being a little conservative here. Buit if you are going to disregard that advice, please devote a smaller budget to that LAL until it proves itself. Also be aware that initial good results can lead you astray; be extra cautious if you dispense with the guardrail of that narrowing interest. using customs for max effect There are several obvious uses for a warm and friendly Audience on Facebook – they will be the most favourable and responsive crowd you can target after all. Once it looks like my Page Audience and List Audience has populated correctly, I generally make new Saved Audience and include the two of them in it. For organizational purposes, I usually have one Saved Audience which is All Customs, another which is USA Customs, another which is UK Customs, and so on for all the markets which I target. This makes things very handy when creating ads, not just speeding the process up overall, but giving you confidence that each ad is aimed at the right people without needing to double- and triple-check everything constantly. My favorite use of these Custom Audiences is a little more involved though and I've spoken about this in detail before – where I show my ads to my Customs first before showing them to colder audiences like Interests, and then maybe LALs too, depending on the campaign, the scope, and the budget. And I do this by simply running the ads to the Custom Audiences first. Once I've run through those (and hit, say, a Frequency of 2.0), I'll roll it out to the Interest Audiences – which I've also saved for easy access. To maximize your social proof, I recommend trying to ensure that your ads are duplicated in such a way that all the ads for each market point back to one "super ad" so that all the social proof is collected in one place. With everything set up correctly, you should gather social proof very quickly on the ad for each market, and when you have run through the Custom Audience completely, you can send it out into the wider world, nicely primed with lots of likes and comments and shares. nurturing your customs Growing your list is something that is most likely high on your priority list anyway but let this be yet another reason why it's worth investing time and energy in that process. A larger list equals a larger Custom Audience – delivering you consistently excellent results and precious social proof which will improve your results with new readers as well. It can be hard to accelerate that process beyond what you might be doing already, but also remember that any Page activity will grow your Page Audience too. While your List Audience needs to be manually refreshed – i.e. you need to upload it again to add any new sign-ups into the pool – your Page Audience is dynamic. This means that every time you post organic content to your Page, and people interact with it, any time you run ads and new readers click on them, your Page Audience grows further. The process is completely hands-off – you don't need to do anything, Facebook will automatically increase the audience to include all these new people (and to eliminate anyone who ages out at the back-end too, keeping things nice and fresh). the final frontier With your Offer scaled (where possible, don't let this be a sticking point), and with Interests multiplied, and your Audiences expanded, there's only one thing left to do… …and we'll put all the disparate pieces together next time when we Scale the Budget! Dave P.S. Writing music this week is Waxahatchee with Slow You Down. | 
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