With 2.82 billion daily active users, Facebook has a large and varied audience. Not everyone fits your customer persona, and that’s why you need to use Facebook Custom Audiences.
Because it’s really sad when a good ad is viewed by the wrong audience!
Never again. Instead, create laser-targeted ads to reach the Facebook users who are most likely to be interested in your business. This allows you to minimize your ad spend and maximize ROI.
Keep reading for a step-by-step guide on how to find the exact audience looking for your product or service.
Bonus: Download a free guide that shows you how to save time and money on your Facebook ads. Find out how to reach the right customers, lower your cost-per-click, and more.
What is a Facebook Custom Audience?
Facebook Custom Audiences are highly defined groups of people who already have a relationship with your business. These groups likely include past customers and people who have visited your website or installed your app.
Even better, Customer Audiences can create lookalike audiences – new potential fans, followers, and customers who share key characteristics of your existing audience.
Basically, it offers some of the best ad targeting available.
But not everyone is a fan of data sharing. Some argue it’s an invasion of data privacy.
That’s why Apple changed its policy with the iOS 14.5 update to turn off the Identifier for Advertisers (IDFA) by default.
The IDFA tracked user behavior within apps – making it easier to create highly-targeted ads.
With the new Apple update, users are prompted to opt-in or opt-out of data sharing for each app they use.
So far only 25% of users have opted in to data sharing. Without the default IDFA setting, advertisers and app developers are drastically limited in tracking user activity.
How does it affect Facebook Custom Audiences?
You may notice results decrease, and you may want to consider alternative strategies if that’s the case for you.
Regardless, Facebook Custom Audiences can still help you reach your ideal customers, and there are plenty of ways to connect with them.
Types of Custom Audiences
There are actually several ways to build a Custom Audience. Let’s review the types and sources for creating a Facebook Custom Audience.
Custom Audiences from customer lists
Customer lists are an audience who have already shown an interest in your business or product. But the source doesn’t come from Facebook engagement or Meta Pixel.
Instead, you tell Facebook “identifiers” you’ve collected from your audience. Examples include the email address of a newsletter subscriber or past customers who have shared their phone numbers with you.
These are people who have engaged with your business in some way, but Facebook has no way to identify them until you upload a customer list.
Keep in mind that there are a lot of data privacy rules around customer lists. Here are some aspects to consider:
You can only upload data from customers who have consented to their information being used for marketing purposes
You can’t use a purchased customer list or data you’ve gathered from other websites
If someone opts out of your email list, you need to remove them from your Custom Audience too
Analytics are great and all, but you need actionable insights into your audience. Facebook Audience Insights can provide you with valuable information about the demographics of your Custom Audiences. You can take those insights and use them to target new audiences. Ideally, the new audience will engage with your ads or content and then become part of your Engagement Custom Audience.
Need some extra Facebook ad inspiration? We got you. Here are 22 Facebook ad examples to get your creative juices flowing.
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