Facebook Custom Audiences: Cold, Warm & Hot Traffic

cold warm hot audiences

Marketing your business on Facebook and attracting an audience isn’t always the easiest thing in the world. However, understanding who your cold, warm and hot audiences are and targeting messages to them specifically can maximise your efficiency in generating leads and reduce your cost per click . So, what are these audiences and why are they important to understand for your business?


1. Cold Audiences

As the name suggests, a cold audience are people who have not had any interactions with your company. They know very little, if anything, about you and your brand, and are therefore not yet interested in your product or service. Your goal with this audience is to raise awareness. You want to explain what problem your product/ service solves quite quickly and you can also use this opportunity to gain leads by offering a lead magnet in exchange for their details.

When it comes to your marketing budget, there is a good chance that you will spend a rather large chunk of it on your cold audiences. This is because this will likely be your largest audience type and they are going to need the most convincing in order to get behind your brand. Target them by selecting demographic traits or interests in the Facebook campaign targeting section.

2. Warm Audiences

The next step up on the ladder (or down the funnel) is your warm audience. A warm audience are prospects that have had some level of interaction with your business and show signs of interest. The level of interaction they have with you will vary and not only depends on the customer, but also the nature of your business.

Members from your warm audience may be leads who have given you their email address in exchange for a lead magnet; people who have watched a video you published on Facebook all the way through or someone that has messaged your company directly. You can create custom audiences in Facebook to target advertisements to one or more of these types of people directly.

Warm audience members have not made a purchase or booked in for your service yet. However, there is a good chance that with more  time, information and  value they may become a customer. So use this opportunity to nature them via email newsletters, new blog posts and regular social media updates.

3. Hot Audiences

Finally, your hot audience are your customers. Big or small, they have purchased something from you in the past, had a good experience and now it’s time to encourage them to keep coming back.

Create a Facebook custom audience for this group by uploading your customer database and target them with up-sell tactics or keep them in the loop of what new products/services you have to offer.

Now you know a little more about the different types of audiences, you can create a cold to hot funnel that your prospects can work their way through to become loyal customers. If you’d like to know how to create Facebook Custom audiences for ads, comment below and we will create a step by step tutorial on how to do this.

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