Facebook Custom Audiences is an ad targeting and retargeting tool that allows marketers to engage with users who visited their online channels. It is able to combine first-party data such as shopping habits, email, and customer relationship management (CRM) info to make Facebook ads more relevant. Those who have started using Custom Audiences say its impact on reach is impressive, so if you’re having trouble getting to your target audience, then it’s time you took a look at what Custom Audiences can do for you. Here’s how to get started.
Start with those who already know your brand.
Custom Audiences lets you use your existing customer data to locate your past customers. These are the people who have already engaged with you, so they are the ones who are most likely won’t mind hearing from you. They may actually be looking forward to it, making them a good place to start.
Make separate lists from the available data before creating a custom audience.
Group your audience into very specific categories (e.g. those who have bought your product, those who have visited your website, those who subscribe to your newsletter, etc.) so you can send different messages to each. Be very particular when naming your lists, as this can help you craft highly personalized messages that will make your customers feel valued.
Create and deliver relevant messages to an interested audience.
After you’ve segregated your audience, send out an ad to each group that asks for permission to put them on your email list. This ensures your emails are welcome, which increases their chances of being opened and read.
After creating Custom Audiences from an email list, you may then start expanding your reach and find new customers.
Jon Loomer on the Basics of Facebook’s Custom Audiences, Lookalike Audiences, adweek.com